Hands-OnSocial Media Strategy             Nedra Kline Weinreich
A few things… Wi-fi      password Hashtag for workshop: #HOSM Hashtag for conference:  #hcmmconf Resource   wiki:     ...
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 WisdomC...
Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/
Step-by-Step Strategy          1. Goals/objectives          2. Target audience          3. Capacity          4. Tools and ...
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        ...
SMART Goals/Objectives           •   Specific           •   Measurable           •   Achievable           •   Relevant    ...
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 n...
Slide Credit: wearemedia.org
Slide Credit: wearemedia.org
Metrics for Social Marketing • Web activity (pageviews, unique visitors,   time on site) • Social actions (friends/followe...
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 ...
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/20838...
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:      htt...
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...
Anatomy of a Tweet               Account     Retweet             Twitter Name Mention/Reply                               ...
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 commun...
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  staf...
YouTube / Online Video Set  up your own channel on  YouTube Create short (1-2 minute) stories Good audio is critical C...
Google Plus Allows more control over who sees  what in your stream Can share long or short posts Create organizational ...
Pinterest Visually based - lead with images Primarily female demographic Make sure pin links back to the  original site...
Blogs
Issues to Consider   Purpose   Audience   Voice - who will be blogging, writing style,    team?   Resources - time, en...
Blog Post Types Educational       Interview Call to Action    Personal story Tips              Ask a question, News...
Location Based Networks –    Foursquare, Facebook Places Claim your venue Add helpful tips – e.g., parking,  volunteer o...
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      • ...
Get in touch!     Nedra Kline Weinreich      Weinreich Communications      www.Social-Marketing.com    weinreich@social-ma...
Hands-On Social Media Strategy
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Hands-On Social Media Strategy

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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

    1. 1. Hands-OnSocial Media Strategy Nedra Kline Weinreich
    2. 2. A few things… Wi-fi password Hashtag for workshop: #HOSM Hashtag for conference: #hcmmconf Resource wiki: http://bit.ly/HOSMwiki
    3. 3. Agenda8:00-9:45 Social Marketing Strategy9:45-10:00 Break10:00-11:30 Hands-On Social Media
    4. 4. The PeopleFormerly Knownas the Audience Photo: http://www.flickr.com/photos/arendpictures/1165255854
    5. 5. Photo: http://www.flickr.com/photos/waxypoetic/274724321/
    6. 6. Think Movement, Not Campaign
    7. 7. InvisiblePeople.tv
    8. 8. Slide Credit: wearemedia.org
    9. 9. Social media isword of mouthon steroids! Photo: http://flickr.com/photos/whyswomen/143360770/
    10. 10. What can you do with social media?Communicate Collect/CategorizeConverse Collective WisdomConnect CustomizeCollaborate/Co-Create Customer ServiceConsumer Research Community
    11. 11. Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/
    12. 12. 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/
    13. 13. What are YourGoals/Objectives? http://www.flickr.com/photos/kevinsteele/267451343/
    14. 14. Magic T of Marketing (Steve Rubel)• Mainstream media = REACH• Social media = DEPTH/ENGAGEMENT
    15. 15. 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/
    16. 16. SMART Goals/Objectives • Specific • Measurable • Achievable • Relevant • Time-framed Photo: http://www.flickr.com/photos/a_mason/4006709/
    17. 17. Who Do You Want to Reach? .75".75" .75" http://www.flickr.com/photos/hamoid/317021961/
    18. 18. All ages use social network sites Source: Pew Internet Project, 2011
    19. 19. Social Technographics
    20. 20. Beth Kanter, bethkanter.org
    21. 21. Slide Credit: wearemedia.org
    22. 22. Free Puppy! (or is it?) http://www.flickr.com/photos/psycho-
    23. 23. Slide Credit: wearemedia.org
    24. 24. Which Tools and Tactics WillHelp You Reach Your Goals?
    25. 25. Where do social network users go? 96% 71% 24% ?% 28%
    26. 26. Don’t Forget Mobile!
    27. 27. 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
    28. 28. Slide Credit: wearemedia.org
    29. 29. Slide Credit: wearemedia.org
    30. 30. 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
    31. 31. Social Media Dos and Don’ts http://www.flickr.com/photos/waderockett/171688464/
    32. 32. Be AuthenticPhoto: http://www.flickr.com/photos/feastoffools/3584066855
    33. 33. Share Photo: http://www.flickr.com/photos/angela7/534883941/
    34. 34. “…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/
    35. 35. BeRelevant Photo: http://www.flickr.com/phot os/brewedfreshdaily89/28 24125234/
    36. 36. Engage in Two-Way Conversation Photo: http://www.flickr.com/photos/gw1/2666052624/
    37. 37. Tell Your Story Across Platforms
    38. 38. Find Your FansPhoto: http://www.flickr.com/photos/lafleur/1350302133/
    39. 39. Create Evangelistshttp://www.flickr.com/photos/charliecowins/2083851923/
    40. 40. Social Media Live!Photo: http://www.flickr.com/photos/somemixedstuff/839984821/
    41. 41. Reminders Wi-fi password Hashtag for workshop: #HOSM Hashtag for conference: #hcmmconf Resource wiki: http://bit.ly/HOSMwiki
    42. 42. Facebook Demo Page set-up Page analytics Groups
    43. 43. 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”)
    44. 44. Anatomy of a Tweet Account Retweet Twitter Name Mention/Reply Shortened Hashtag URLTimestamp/P Click to ermalink Reply/Retweet/Favorite
    45. 45. Twitter Demo Twitter tour Using hashtags Using Twitter Search Using HootSuite Using Bitly
    46. 46. 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
    47. 47. HootSuite
    48. 48. Careful with Automated Tweets! …on morning of the Aurora shootings.
    49. 49. Twitter Search
    50. 50. Hashtags/Twitter Chats
    51. 51. Track Clicks on Your Links
    52. 52. Track Reach of Your Tweets
    53. 53. Track Your andOthers’ Influence
    54. 54. Conversation
    55. 55. Conference Tweets
    56. 56. Learn About and Share Opportunities
    57. 57. Human-Powered Search Engine
    58. 58. Rally the Troops
    59. 59. Tell a Story
    60. 60. Inspire Action
    61. 61. Bring People Together
    62. 62. Serve Your Constituents
    63. 63. Don’t Be “That Guy”
    64. 64. 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
    65. 65. 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
    66. 66. 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
    67. 67. 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
    68. 68. Blogs
    69. 69. 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
    70. 70. 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
    71. 71. 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
    72. 72. Listening viaSocial Media Monitoring Adapted from: wearemedia.org
    73. 73. 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
    74. 74. Get in touch! Nedra Kline Weinreich Weinreich Communications www.Social-Marketing.com weinreich@social-marketing.com Phone 310.286.2721 Twitter @Nedra

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