Your SlideShare is downloading. ×
Hands-On Social Media Strategy
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Hands-On Social Media Strategy


Published on

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

Published in: Education, Technology, Sports

  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide
  • Source:
  • Transcript

    • 1. Hands-OnSocial Media Strategy Nedra Kline Weinreich
    • 2. A few things… Wi-fi password Hashtag for workshop: #HOSM Hashtag for conference: #hcmmconf Resource wiki:
    • 3. Agenda8:00-9:45 Social Marketing Strategy9:45-10:00 Break10:00-11:30 Hands-On Social Media
    • 4. The PeopleFormerly Knownas the Audience Photo:
    • 5. Photo:
    • 6. Think Movement, Not Campaign
    • 7.
    • 8. Slide Credit:
    • 9. Social media isword of mouthon steroids! Photo:
    • 10. What can you do with social media?Communicate Collect/CategorizeConverse Collective WisdomConnect CustomizeCollaborate/Co-Create Customer ServiceConsumer Research Community
    • 11. Photo:
    • 12. Step-by-Step Strategy 1. Goals/objectives 2. Target audience 3. Capacity 4. Tools and Tactics 5. Measure and Evaluate Photo:
    • 13. What are YourGoals/Objectives?
    • 14. Magic T of Marketing (Steve Rubel)• Mainstream media = REACH• Social media = DEPTH/ENGAGEMENT
    • 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:
    • 16. SMART Goals/Objectives • Specific • Measurable • Achievable • Relevant • Time-framed Photo:
    • 17. Who Do You Want to Reach? .75".75" .75"
    • 18. All ages use social network sites Source: Pew Internet Project, 2011
    • 19. Social Technographics
    • 20. Beth Kanter,
    • 21. Slide Credit:
    • 22. Free Puppy! (or is it?)
    • 23. Slide Credit:
    • 24. Which Tools and Tactics WillHelp You Reach Your Goals?
    • 25. Where do social network users go? 96% 71% 24% ?% 28%
    • 26. Don’t Forget Mobile!
    • 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. Slide Credit:
    • 29. Slide Credit:
    • 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. Social Media Dos and Don’ts
    • 32. Be AuthenticPhoto:
    • 33. Share Photo:
    • 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:
    • 35. BeRelevant Photo: os/brewedfreshdaily89/28 24125234/
    • 36. Engage in Two-Way Conversation Photo:
    • 37. Tell Your Story Across Platforms
    • 38. Find Your FansPhoto:
    • 39. Create Evangelists
    • 40. Social Media Live!Photo:
    • 41. Reminders Wi-fi password Hashtag for workshop: #HOSM Hashtag for conference: #hcmmconf Resource wiki:
    • 42. Facebook Demo Page set-up Page analytics Groups
    • 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., Let your email contacts know about your Facebook page (“Tell Your Fans”)
    • 44. Anatomy of a Tweet Account Retweet Twitter Name Mention/Reply Shortened Hashtag URLTimestamp/P Click to ermalink Reply/Retweet/Favorite
    • 45. Twitter Demo Twitter tour Using hashtags Using Twitter Search Using HootSuite Using Bitly
    • 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 ( – advanced search) Reachout to followers Retweet useful information from others
    • 47. HootSuite
    • 48. Careful with Automated Tweets! …on morning of the Aurora shootings.
    • 49. Twitter Search
    • 50. Hashtags/Twitter Chats
    • 51. Track Clicks on Your Links
    • 52. Track Reach of Your Tweets
    • 53. Track Your andOthers’ Influence
    • 54. Conversation
    • 55. Conference Tweets
    • 56. Learn About and Share Opportunities
    • 57. Human-Powered Search Engine
    • 58. Rally the Troops
    • 59. Tell a Story
    • 60. Inspire Action
    • 61. Bring People Together
    • 62. Serve Your Constituents
    • 63. Don’t Be “That Guy”
    • 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. 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. 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. 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. Blogs
    • 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. 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. 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. Listening viaSocial Media Monitoring Adapted from:
    • 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. Get in touch! Nedra Kline Weinreich Weinreich Communications Phone 310.286.2721 Twitter @Nedra