Effective Social Media is No Accident: A Roadmap for Injury Prevention Success
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Effective Social Media is No Accident: A Roadmap for Injury Prevention Success



Nedra Kline Weinreich

Nedra Kline Weinreich
Weinreich Communications

Preventing Injury: From Research to Practice to People - Keynote
Ann Arbor, MI
September 30, 2013



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  • http://www.flickr.com/photos/lebatihem/8653195740
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Effective Social Media is No Accident: A Roadmap for Injury Prevention Success Presentation Transcript

  • 1. Effective Social Media is No Accident: A Roadmap for Injury Prevention Success Nedra Kline Weinreich @Nedra Photo: http://www.flickr.com/photos/23465812@N00
  • 2. Injury Triangle Host (Person) Vector INJURY Environ- ment PREVENTION
  • 3. What can you do with social media? Communicate Converse Connect Collaborate/Co-Create Consumer Research Collect/Categorize Collective Wisdom Customize Customer Service Community
  • 4. Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/
  • 5. Social media is word of mouth on steroids! Photo: http://flickr.com/photos/whyswomen/143360770/
  • 6. Marketing is dead. We need to create movements instead. -Kevin Roberts Worldwide CEO of Saatchi & Saatchi Photo:
  • 7. Campaigns have a beginning and an end. Movements go on as long as kindred spirits are involved. Campaigns are you talking about yourself. Movements are others talking about you. Campaigns are “you vs. us.” Movements are “let’s do this together.” - Brains on FirePhoto: http://www.flickr.com/photos/dos82/2204952374
  • 8. Community Photo: http://www.flickr.com/photos/mallix/2586969604/
  • 9. Strategy Roadmap 1. Goals/objectives 2. Target audience 3. Capacity 4. Tools and Tactics 5. Monitor and Evaluate Photo: http://www.flickr.com/photos/pensiero/230717296/
  • 10. Step 1: What are Your Goals/Objectives?
  • 11. Magic T of Marketing (Steve Rubel) • Mainstream media = REACH • Social media = DEPTH/ENGAGEMENT
  • 12. 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 action Photo: http://www.flickr.com/photos/theparadigmshifter/85540112/
  • 13. .75".75" .75".75"Step 2: Whom Do You Want to Reach? http://www.flickr.com/photos/hamoid/317021961/
  • 14. All ages use social network sites Source: Pew Internet Project, 2013
  • 15. Beth Kanter, bethkanter.org
  • 16. Slide Credit: wearemedia.org Step 3: What is Your Organizational Capacity?
  • 17. Free Puppy! (or is it?) http://www.flickr.com/photos/psycho- pics/3411848285/
  • 18. Step 4: Which Tools and Tactics Will Help You Reach Your Goals?
  • 19. Choose the Right Tools • Listen – Google Alerts, RSS readers, Twitter Search • Converse – Twitter, Facebook, Blog s, G+ • Tell Your Story – Blogs, Twitter, G+, vide o/photo sharing, podcasts, Pinte rest • Help Supporters Tell Your Story – User generated content, contests, social • Generate Buzz – Twitter, Social news (eg Reddit), Tumblr, Pintere st • Build Community – Facebook, LinkedIn, Twi tter, G+, hashtags, Tum blr • Collaborate/Collect Information – Wikis, social bookmarking, hastags
  • 20. Step 5: Monitoring/ Evaluation http://www.flickr.com/photos/bionicteaching/3629084631/ • RSS Feed Reader • Google Alerts • Blog/News Monitoring • Twitter/FB Search • Website/Social Media Analytics
  • 21. Social Media Rules of the Road http://www.flickr.com/photos/waderockett/171688464/
  • 22. Be Authentic Photo: http://www.flickr.com/photos/feastoffools/3584066855
  • 23. Share Photo: http://www.flickr.com/photos/angela7/534883941/
  • 24. Be Relevant Photo: http://www.flickr.com/phot os/brewedfreshdaily89/28 24125234/
  • 25. Engage in Two-Way Conversation Photo: http://www.flickr.com/photos/gw1/2666052624/
  • 26. Find Your Fans Photo: http://www.flickr.com/photos/lafleur/1350302133/
  • 27. Hashtags/Twitter Chats
  • 28. http://www.flickr.com/photos/charliecowins/2083851923/ Enable Evangelists
  • 29. Tell Your Story Across Platforms
  • 30. InvisiblePeople.tv
  • 31. Social Media Resources http://bit.ly/NedraSocialMedia
  • 32. Get in touch! Nedra Kline Weinreich Weinreich Communications www.Social-Marketing.com weinreich@social-marketing.com Phone 310.286.2721 Twitter @Nedra