Hands-On Social Media Strategy
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Hands-On Social Media Strategy



Nedra Kline Weinreich ...

Nedra Kline Weinreich
Weinreich Communications

Pre-conference Workshop at the National Conference on Health Communication, Marketing and Media

Atlanta, GA
August 7, 2012



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  • Source: http://mashable.com/2011/11/04/facebook-most-popular-forrester/

Hands-On Social Media Strategy Hands-On Social Media Strategy Presentation Transcript

  • Hands-OnSocial Media Strategy Nedra Kline Weinreich
  • A few things… Wi-fi password Hashtag for workshop: #HOSM Hashtag for conference: #hcmmconf Resource wiki: http://bit.ly/HOSMwiki
  • Agenda8:00-9:45 Social Marketing Strategy9:45-10:00 Break10:00-11:30 Hands-On Social Media
  • The PeopleFormerly Knownas the Audience Photo: http://www.flickr.com/photos/arendpictures/1165255854
  • Photo: http://www.flickr.com/photos/waxypoetic/274724321/
  • Think Movement, Not Campaign
  • InvisiblePeople.tv
  • Slide Credit: wearemedia.org
  • Social media isword of mouthon steroids! Photo: http://flickr.com/photos/whyswomen/143360770/
  • What can you do with social media?Communicate Collect/CategorizeConverse Collective WisdomConnect CustomizeCollaborate/Co-Create Customer ServiceConsumer Research Community
  • Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/
  • Step-by-Step Strategy 1. Goals/objectives 2. Target audience 3. Capacity 4. Tools and Tactics 5. Measure and Evaluate Photo: http://www.flickr.com/photos/pensiero/230717296/
  • What are YourGoals/Objectives? http://www.flickr.com/photos/kevinsteele/267451343/
  • Magic T of Marketing (Steve Rubel)• Mainstream media = REACH• Social media = DEPTH/ENGAGEMENT
  • Social Media Outcomes • Listening and learning • Building relationships • Building awareness of issue • Improving reputation of organization • Motivating content generation by supporters • Increasing relevant visitor traffic/page rankings • Increasing perceptions of social norms • Social support • Taking actionPhoto: http://www.flickr.com/photos/theparadigmshifter/85540112/
  • SMART Goals/Objectives • Specific • Measurable • Achievable • Relevant • Time-framed Photo: http://www.flickr.com/photos/a_mason/4006709/
  • Who Do You Want to Reach? .75".75" .75" http://www.flickr.com/photos/hamoid/317021961/
  • All ages use social network sites Source: Pew Internet Project, 2011
  • Social Technographics
  • Beth Kanter, bethkanter.org
  • Slide Credit: wearemedia.org
  • Free Puppy! (or is it?) http://www.flickr.com/photos/psycho-
  • Slide Credit: wearemedia.org
  • Which Tools and Tactics WillHelp You Reach Your Goals?
  • Where do social network users go? 96% 71% 24% ?% 28%
  • Don’t Forget Mobile!
  • Choose the Right Tools• Listen • Generate Buzz – Google Alerts, RSS – Twitter, Social news (eg readers, Twitter Search Digg), StumbleUpon• Converse • Build Community – Twitter, Facebook, – Facebook, LinkedIn, Blogs, LinkedIn, G+ Twitter, G+, tagging,• Tell Your Story gaming/virtual worlds – Blogs, Twitter, G+, • Collaborate/Collect video/photo sharing, Information podcasts – Wikis, social• Help Supporters bookmarking, tagging Tell Your Story – User generated content, contests, social network apps, widgets
  • Slide Credit: wearemedia.org
  • Slide Credit: wearemedia.org
  • Metrics for Social Marketing • Web activity (pageviews, unique visitors, time on site) • Social actions (friends/followers, comments, active contributors, ratings, votes, groups) • Mentions (blogs, Twitter, Facebook, etc.) • Survey results (KAB, relevance, credibility) • ROI = cost per action
  • Social Media Dos and Don’ts http://www.flickr.com/photos/waderockett/171688464/
  • Be AuthenticPhoto: http://www.flickr.com/photos/feastoffools/3584066855
  • Share Photo: http://www.flickr.com/photos/angela7/534883941/
  • “…It’s only our ownreactions that we haveany kind of controlover... I cannot stopother people from doingwhat they want to do.There is no control ofothers. I wonder howmany people realizethat.” -Geoff Livingston Photo: http://www.flickr.com/photos/flyzipper/132685095/
  • BeRelevant Photo: http://www.flickr.com/phot os/brewedfreshdaily89/28 24125234/
  • Engage in Two-Way Conversation Photo: http://www.flickr.com/photos/gw1/2666052624/
  • Tell Your Story Across Platforms
  • Find Your FansPhoto: http://www.flickr.com/photos/lafleur/1350302133/
  • Create Evangelistshttp://www.flickr.com/photos/charliecowins/2083851923/
  • Social Media Live!Photo: http://www.flickr.com/photos/somemixedstuff/839984821/
  • Reminders Wi-fi password Hashtag for workshop: #HOSM Hashtag for conference: #hcmmconf Resource wiki: http://bit.ly/HOSMwiki
  • Facebook Demo Page set-up Page analytics Groups
  • Facebook Pages Offer interesting, shareable information Let people stay on Facebook – post photos, videos, etc. on page Actively manage your community by encouraging comments, interaction Give people a reason to “like” your page When you have 25 “likes,” grab your alias URL (i.e., facebook.com/GeneralHospital) Let your email contacts know about your Facebook page (“Tell Your Fans”)
  • Anatomy of a Tweet Account Retweet Twitter Name Mention/Reply Shortened Hashtag URLTimestamp/P Click to ermalink Reply/Retweet/Favorite
  • Twitter Demo Twitter tour Using hashtags Using Twitter Search Using HootSuite Using Bitly
  • Building Your Twitter Community Use your profile to shine Provide value to your followers Follow people in your community ◦ Partners/supporters/people talking about your issue or organization ◦ Use Twitter lists, WeFollow, local Twitter Search (search.twitter.com – advanced search) Reachout to followers Retweet useful information from others
  • HootSuite
  • Careful with Automated Tweets! …on morning of the Aurora shootings.
  • Twitter Search
  • Hashtags/Twitter Chats
  • Track Clicks on Your Links
  • Track Reach of Your Tweets
  • Track Your andOthers’ Influence
  • Conversation
  • Conference Tweets
  • Learn About and Share Opportunities
  • Human-Powered Search Engine
  • Rally the Troops
  • Tell a Story
  • Inspire Action
  • Bring People Together
  • Serve Your Constituents
  • Don’t Be “That Guy”
  • LinkedIn Create a company page to provide information about your organization Create a group for supporters and staff to network Answer questions relevant to your organization’s priorities Focus on professional networking, identifying funding/sponsorship contact, new employee hiring
  • YouTube / Online Video Set up your own channel on YouTube Create short (1-2 minute) stories Good audio is critical Compelling content – emotional, interesting, funny, surprising Viral is an outcome, not an attribute
  • Google Plus Allows more control over who sees what in your stream Can share long or short posts Create organizational pages like FB Real names required Hangouts allow up to ten people to video chat Increases chances of coming up in Google search results
  • Pinterest Visually based - lead with images Primarily female demographic Make sure pin links back to the original site – great for traffic generation Content is easy to share Can have multiple contributors Include compelling photos in all of your content to encourage pinning
  • Blogs
  • Issues to Consider Purpose Audience Voice - who will be blogging, writing style, team? Resources - time, enthusiasm Blog Management - comments, guidelines, calendar Images - sources, copyright Tracking - metrics, tools
  • Blog Post Types Educational  Interview Call to Action  Personal story Tips  Ask a question, News gather responses Commentary  Photo/video blog How-to  Ongoing feature Resources  Guest blogger Lists  Event planning/recap
  • Location Based Networks – Foursquare, Facebook Places Claim your venue Add helpful tips – e.g., parking, volunteer opportunities Monitor and respond to user comments Consider ways to leverage badges Think about using QR codes to take advantage of location-related opportunities
  • Listening viaSocial Media Monitoring Adapted from: wearemedia.org
  • When Should You Respond to What You “Hear?” Respond to: Do Not Respond to:• Say “thank you” for • Trolls passing on info/ • Directed to other compliments organizations• Answer complaints/ • People from outside misinformation about your local community your org or activities (unless you have• Add something of value capacity) to the conversation
  • Get in touch! Nedra Kline Weinreich Weinreich Communications www.Social-Marketing.com weinreich@social-marketing.com Phone 310.286.2721 Twitter @Nedra