Social Media: Tips and tools for using
social media to support your mission
July 10, 2014
Jeremy Willinger,
Director of Co...
Today’s Agenda
1: Making a case for social media
2: New Developments on Established Sites and How to Use Them
3: Creating ...
1: Making the Case for
Social Media
Key Lesson
How to calculate
estimated ROI on social
media efforts
Uses of Social Media
Branding
Building Relationships
Improving Business Processes
Fundraising/Selling (when appropriate)
S...
Content Types
Blogs (Articles)
Videos
Photos
Audio (Podcasts)
Webinars (Videos)
Social Network
Types
Networks: Facebook Google+, Twitter
News Services: Digg, Reddit, Alltop
Geolocation Sites: FourSquare...
ROI
ROI = (Gain from Investment –
Cost of Investment) / Cost of
Investment
Calculating ROI
Establish Baseline for Key Performance
Indicator
Marketing Activity Timeline
KPI Timeline
Look for Pattern...
Key Performance
Indicators
Sales Leads
Email Signups
Donations
Sales
Event Registrations
Downloads
Phone Calls
Solved Supp...
Untraditional ROI
Traffic
Online Conversations
References to Company
Number of Fans/Followers
Engagement
ROI Calculation
Exercise
2: New Developments
An overview of the
latest developments on
Facebook, Twitter,
LinkedIn, Flickr,
Foursquare, and
Google+...
Latest Developments
on Facebook
• Newsfeed update
• How the newsfeed algorithm has changed and what that means for non-pro...
Using Facebook
Obtain a Custom URL
Make Posts Short with 800X800 graphics
Post 3 to 4 Times a Week
Mix Graphics and Text
L...
Facebook Content
Photos
Funny or Entertaining Content
Heartwarming Stories
Discounts
Videos
Lists, Tips and How To’s
Educa...
Latest Developments
on Twitter
• New design and its impact
• How to maximize the new design for your non-profit
• Focus on...
Using Twitter
Use Short Words
Punctuation Matters
Don’t Broadcast
Don’t Abbreviate
Use Hashtags
Don’t Always Include
Links...
Twitter Content
Timely Information
Discounts
Contests
Questions
Customer Service
Headline News
Conversations
Twitter Chats...
Latest Developments
on LinkedIn
• Showcase page for companies
• Targeted pages for targeted audiences
• LinkedIn polls wit...
Using LinkedIn
Company Pages
Groups
Products and Services
Employees
Business Updates
Jobs
LinkedIn Content
Minimize Promotion
Content with Links Doubles Engagement
Start a Discussion by Asking a Question
Post Vid...
Latest Developments
on Google+
• Is Google+ a worthwhile investment of time?
• That depends.
• Building your following on ...
Using Google+
Search Engine Friendly/Promotional
Hangouts/Hangouts on Air
Blog-Like
Circles
YouTube Integration
Obtain Cus...
New on Pinterest
• Brief overview on the service
• Should your organization be pinning and/or offering content to pin?
• I...
Using Pinterest
Pins (Photos & Videos)
Boards
Group Boards
Comments
Likes
Gifts
Tagging
Pinterest Targets
Clothing Retailers
Interior Designers
Foodies
Landscapers
Travel Professionals
Storytelling Through Imag...
Pinterest Content
History of Organization
Organizational Mission
Tips, How-Tos, DIYs
Books
Television Programs
Places
Gift...
Using Tumblr
• Brief overview on the service
• Microblogging service for short content and pictures
• Blog Management with...
Using YouTube
Video Site
Sharing of Videos
Commenting
Embedding
Subscribing to Videos
Create Playlists
YouTube Content
Short Form Snackable Content is the Best (2
to 3 Minutes)
Descriptions is Important for SEO
How Tos, Enter...
Using Meetup
Groups
Discussion Boards
Email Lists
Calendar
Payment Option with Amazon or PayPal
Using Instagram
• Brief overview of the service
• Mobile Photo and Video Sharing Site
• Followers
• In-Tool Editing Option...
Using Flickr
• New updates:
• Sets vs. albums
• Embedding slideshows
• Yahoo Log-in
• How to effectively use Flickr to pro...
Using Vine
• Brief overview on the service
• Does your organization benefit from 7 second videos?
• Vine and Twitter
• The...
(Not) Using Foursquare
• Why Foursquare is pretty much dead
• What happened?
• Why this is not a big deal
• Pets.com vs. A...
3: Creating a SMART
campaign
Key Lesson
Creating a S.M.A.R.T
(specific, measurable,
attainable, realistic and
timely) plan...
Creating a S.M.A.R.T plan for your
Social Media campaign
• Part of having a SMART plan is knowing which services will offe...
4: Integrating Social
Media to Other Efforts
Key Lesson
Integrating your Social
Media efforts into your
existing marketing...
Integrating your social media plan into
your marketing and PR schedule
• How to effectively integrate social media into yo...
General
Existing Web Site?
Existing Social Media Presence?
Target Market for Social Media?
Demographics
Life Stages
Psycho...
Financial
Cost of Content Development
Cost of Technical Support
Paid Social Media Advertising
Work Displacement
Tools/Equi...
Objectives
Primary
Key Performance Indicator
Conversions
KPI Averages
KPI Totals
Secondary
Traffic Changes
Engagement
Time...
1. Listening and
Research
2, Defining
Purpose,
Mission, and
Goals
3. Installing the
Editorial
Calendar,
Defining Roles,
Re...
Social Media Hub
Your Blog
Commercial,
Industry &
institutional Blog
Aggregators
YouTube,
iTunes & Other
Audio/Video
Sites...
5: Developing a Social
Media Marketing Plan
Key Lesson
Integrating your Social
Media efforts into your
existing marketing ...
What Definition Surgical Associates, Inc.
Mission
Why does the
organization exist
Provide complete medical-surgical care i...
Profile
Audience
Content Type
Publishing Schedule
Human Resource Needs
Tools/Software
Competitor Analysis
Web Sites
Blogs
...
Standards
Social Media Handles
Social Media Logos
Social Media URLs
Cover Photos Strategy
Company Description for Sites
Co...
Tools
Dashboard
Calendar/Collaboration Site
Distribution Service
URL Shortening Service
Web Sites Analytics Package
Monito...
Monitoring
Terms
Organization Name
Trademarks
Executives
Public Staff
URLs
Competitors
Industry Keywords
Results
Industry ...
Social Listening
Pyramid
6: Measuring Success
Key Lesson
How to set up a report
to ensure that social
media efforts are
meeting business
goals.
Blog
Number of Viewers
Number of Page Views
Time Spent on Site
No of Pages Viewed
Subscribers
Referrals
Popular Content
Ge...
Facebook Insights
Story
Impressions (V,O,P)
Talks
Not a Story
Consumption
Person (Demographics)
Likes/Unlikes
Friends of F...
Twitter Analytics
(External)
Basic
Following
Followers
Retweets
Mentions
Other
Shortened URL Clicks
Klout (0-100)
True Rea...
YouTube Analytics
Demographics
Playback Locations
Total Minutes Watched
Drop Off Rate
Subscribers
Devices
Likes/Dislikes/F...
Objectives
Primary
Key Performance Indicator
Conversions
KPI Averages
KPI Totals
Secondary
Traffic Changes
Engagement
Time...
7: Parting Notes
Key Lesson
Additional aspects to
think about in digital
marketing.
Don’t Forget
SEO is still important
Use A/B testing where
possible
Quality is better than
quantity
Everything has a cost
B...
Resources
Social Media Today - http://socialmediatoday.com
Occam’s Razor (Avinash Kaushik) -
http://www.kaushik.net/avinas...
Upcoming SlideShare
Loading in …5
×

Social Media: Tips and tools for using social media to support your mission

810 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
810
On SlideShare
0
From Embeds
0
Number of Embeds
237
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • It’s not about the data overload, it’s about looking at your key performance indicators.
    What is the mission of your business?
    What is the objective of this social media program as related to your business?
    What are the secondary metrics, or items that provide some useful information on what’s happening?
    What are the KPIs or key performance indicators that really affect your bottom line or organizations goals.
  • Social Media: Tips and tools for using social media to support your mission

    1. 1. Social Media: Tips and tools for using social media to support your mission July 10, 2014 Jeremy Willinger, Director of Communications, RAVSAK Bradley Jobling, Social Media Manager, Columbia University Department of Surgery
    2. 2. Today’s Agenda 1: Making a case for social media 2: New Developments on Established Sites and How to Use Them 3: Creating a SMART Campaign 4: Integrating Social Media with Other Efforts 5: Developing a Social Media Marketing Plan 6: Measuring Success 7: Parting Notes
    3. 3. 1: Making the Case for Social Media Key Lesson How to calculate estimated ROI on social media efforts
    4. 4. Uses of Social Media Branding Building Relationships Improving Business Processes Fundraising/Selling (when appropriate) Saving Advertising Funds
    5. 5. Content Types Blogs (Articles) Videos Photos Audio (Podcasts) Webinars (Videos)
    6. 6. Social Network Types Networks: Facebook Google+, Twitter News Services: Digg, Reddit, Alltop Geolocation Sites: FourSquare, Facebook Check Ins Communities: Meetup, PatientsLikeMe Review Sites: TripAdvisor, Yelp, Vitals
    7. 7. ROI ROI = (Gain from Investment – Cost of Investment) / Cost of Investment
    8. 8. Calculating ROI Establish Baseline for Key Performance Indicator Marketing Activity Timeline KPI Timeline Look for Patterns Prove Relationships
    9. 9. Key Performance Indicators Sales Leads Email Signups Donations Sales Event Registrations Downloads Phone Calls Solved Support Issues
    10. 10. Untraditional ROI Traffic Online Conversations References to Company Number of Fans/Followers Engagement
    11. 11. ROI Calculation Exercise
    12. 12. 2: New Developments An overview of the latest developments on Facebook, Twitter, LinkedIn, Flickr, Foursquare, and Google+ and how to use these in your outreach and marketing efforts.
    13. 13. Latest Developments on Facebook • Newsfeed update • How the newsfeed algorithm has changed and what that means for non-profit organizations • New insights and analytic tools • Using the new Facebook analytics to better understand your posts, reach and engagement • Measuring offline conversions • Making an impact on a commonly used platform • Using the new Facebook design to better make an impact with your audience • Engaging your audience to solicit responses • How to better craft content to increase your engagement
    14. 14. Using Facebook Obtain a Custom URL Make Posts Short with 800X800 graphics Post 3 to 4 Times a Week Mix Graphics and Text Like Other Organizations Pages Use Events Use Private or Secret Groups
    15. 15. Facebook Content Photos Funny or Entertaining Content Heartwarming Stories Discounts Videos Lists, Tips and How To’s Educational Material
    16. 16. Latest Developments on Twitter • New design and its impact • How to maximize the new design for your non-profit • Focus on images • You can now tag up to 10 friends in images on Twitter. What that means for you. • Promoted accounts to mobile timelines • Mobile users see more promoted accounts. How can you take advantage? • Tailored audiences to advertisers • Are you using Twitter advertising? Understanding how this can benefit your organization.
    17. 17. Using Twitter Use Short Words Punctuation Matters Don’t Broadcast Don’t Abbreviate Use Hashtags Don’t Always Include Links Talk to Everyone Use Call Outs Share Known Links Have a Follower Strategy Have a Hashtag Strategy Have a Content Strategy Organize Twitter Chats
    18. 18. Twitter Content Timely Information Discounts Contests Questions Customer Service Headline News Conversations Twitter Chats Humorous Stories Pictures Graphics Quotes (quick/abbreviated)
    19. 19. Latest Developments on LinkedIn • Showcase page for companies • Targeted pages for targeted audiences • LinkedIn polls within groups discontinued • How does this affect your activity and engagement? • Posting jobs on LinkedIn: Worth it? • Should your organization take advantage of this service?
    20. 20. Using LinkedIn Company Pages Groups Products and Services Employees Business Updates Jobs
    21. 21. LinkedIn Content Minimize Promotion Content with Links Doubles Engagement Start a Discussion by Asking a Question Post Videos and Graphics Avoid Hyper-targeting Don’t Just Stick to Weekdays Always Include a Clear Call to Action
    22. 22. Latest Developments on Google+ • Is Google+ a worthwhile investment of time? • That depends. • Building your following on Google+ • If you choose to sign up, here is why building a network is important. • Using “Hangouts” to gain connections and set up educational seminars
    23. 23. Using Google+ Search Engine Friendly/Promotional Hangouts/Hangouts on Air Blog-Like Circles YouTube Integration Obtain Custom URL Create Longer Posts with Keywords
    24. 24. New on Pinterest • Brief overview on the service • Should your organization be pinning and/or offering content to pin? • Isn’t Pinterest just for weddings? • No, and here is why. • How to effectively use Pinterest for CERTAIN non-profit organizations • Making your content visual
    25. 25. Using Pinterest Pins (Photos & Videos) Boards Group Boards Comments Likes Gifts Tagging
    26. 26. Pinterest Targets Clothing Retailers Interior Designers Foodies Landscapers Travel Professionals Storytelling Through Images
    27. 27. Pinterest Content History of Organization Organizational Mission Tips, How-Tos, DIYs Books Television Programs Places Gifts Recipes (Use Descriptive Filenames for Images)
    28. 28. Using Tumblr • Brief overview on the service • Microblogging service for short content and pictures • Blog Management with Tags, Queues, and HTML Editing • Followers, Likes and Reposts • What differentiates Tumblr from other platforms • What to post, and why • How to effectively use Tumblr for CERTAIN non-profit organizations • Should you be on Tumblr? That depends…
    29. 29. Using YouTube Video Site Sharing of Videos Commenting Embedding Subscribing to Videos Create Playlists
    30. 30. YouTube Content Short Form Snackable Content is the Best (2 to 3 Minutes) Descriptions is Important for SEO How Tos, Entertaining Stories, Sneak Peaks, Interviews, Educational Material, Live Streaming Programming (Hangouts on Air)
    31. 31. Using Meetup Groups Discussion Boards Email Lists Calendar Payment Option with Amazon or PayPal
    32. 32. Using Instagram • Brief overview of the service • Mobile Photo and Video Sharing Site • Followers • In-Tool Editing Options • Shareable on Facebook, Twitter, Tumblr, Flickr • Hashtags • Comments • For app developers, Instagram has made their API available (http://instagram.com/developer/#) • Instagram incorporated video sharing in June 2013, allowing its users to record and share videos lasting for up to 15 seconds
    33. 33. Using Flickr • New updates: • Sets vs. albums • Embedding slideshows • Yahoo Log-in • How to effectively use Flickr to promote your non-profit organization • Photos and their impact • Adding contacts on Flickr. Important?
    34. 34. Using Vine • Brief overview on the service • Does your organization benefit from 7 second videos? • Vine and Twitter • The relationship between the two services • Using Vine for your non-profit work • Examples of successful platform leverage
    35. 35. (Not) Using Foursquare • Why Foursquare is pretty much dead • What happened? • Why this is not a big deal • Pets.com vs. Amazon anyone? • What should my organization use instead?
    36. 36. 3: Creating a SMART campaign Key Lesson Creating a S.M.A.R.T (specific, measurable, attainable, realistic and timely) plan for your Social Media campaign
    37. 37. Creating a S.M.A.R.T plan for your Social Media campaign • Part of having a SMART plan is knowing which services will offer you the most engagement with your audience and where to devote your time and resources. • Case studies: • Non-profit organizations • For profit companies • Pitfalls and best practices
    38. 38. 4: Integrating Social Media to Other Efforts Key Lesson Integrating your Social Media efforts into your existing marketing and public relations campaign
    39. 39. Integrating your social media plan into your marketing and PR schedule • How to effectively integrate social media into your marketing schedule • How can you use social media to facilitate / increase your PR? • When to use social media primarily and when to use other channels / vehicles • Going beyond the keyboard: leveraging offline action from online engagement
    40. 40. General Existing Web Site? Existing Social Media Presence? Target Market for Social Media? Demographics Life Stages Psychographics/Lifestyle Affinity/Interest Groups Geographic Range?
    41. 41. Financial Cost of Content Development Cost of Technical Support Paid Social Media Advertising Work Displacement Tools/Equipment/Software
    42. 42. Objectives Primary Key Performance Indicator Conversions KPI Averages KPI Totals Secondary Traffic Changes Engagement Time on Site Fans/Followers
    43. 43. 1. Listening and Research 2, Defining Purpose, Mission, and Goals 3. Installing the Editorial Calendar, Defining Roles, Regulations and Procedures 4. Reaching Out Through Social Media Platforms and Other Bloggers 5. Analyzing, Refining, and Regrouping Social Media Process
    44. 44. Social Media Hub Your Blog Commercial, Industry & institutional Blog Aggregators YouTube, iTunes & Other Audio/Video Sites Facebook, Google+, LinkedIn, Pinterest & Other Social Networks Twitter & Other Micro-Blogs Email & Print Newsletters Friend’s Blog Other Friend’s Blog
    45. 45. 5: Developing a Social Media Marketing Plan Key Lesson Integrating your Social Media efforts into your existing marketing and public relations campaign
    46. 46. What Definition Surgical Associates, Inc. Mission Why does the organization exist Provide complete medical-surgical care in one convenient location. Objective Specific revenue or program intent To provide a platform for news about the practice which can lead to better customer service and ultimately more referrals. KPI (Key Performance Indicators) Most important metrics to understand how well you are achieving objective # of New Patients Referred by Internet, Increased Customer Satisfaction Rating Secondary Metrics Numbers Web Site Views, Traffic Referrals, Top Content, Shares, Mentions Subscribers, # of Downloaded Forms, # of Downloaded Brochures, Sample Mission
    47. 47. Profile Audience Content Type Publishing Schedule Human Resource Needs Tools/Software Competitor Analysis Web Sites Blogs Social Media Pages
    48. 48. Standards Social Media Handles Social Media Logos Social Media URLs Cover Photos Strategy Company Description for Sites Common URLs for Sites Social Media Policies
    49. 49. Tools Dashboard Calendar/Collaboration Site Distribution Service URL Shortening Service Web Sites Analytics Package Monitoring Tool
    50. 50. Monitoring Terms Organization Name Trademarks Executives Public Staff URLs Competitors Industry Keywords Results Industry Discussion Comment Trends Customer Feedback
    51. 51. Social Listening Pyramid
    52. 52. 6: Measuring Success Key Lesson How to set up a report to ensure that social media efforts are meeting business goals.
    53. 53. Blog Number of Viewers Number of Page Views Time Spent on Site No of Pages Viewed Subscribers Referrals Popular Content Geographic Location Computer Access Number of Comments
    54. 54. Facebook Insights Story Impressions (V,O,P) Talks Not a Story Consumption Person (Demographics) Likes/Unlikes Friends of Fans Reach (V,O,P) Impressions Engagement Talks Consumption Negative Feedback VOP = Viral, Organic & Paid
    55. 55. Twitter Analytics (External) Basic Following Followers Retweets Mentions Other Shortened URL Clicks Klout (0-100) True Reach Amplification Network Klout (Attributes) Topics Influencers Klout Style Achievements
    56. 56. YouTube Analytics Demographics Playback Locations Total Minutes Watched Drop Off Rate Subscribers Devices Likes/Dislikes/Favorites Audience Retention
    57. 57. Objectives Primary Key Performance Indicator Conversions KPI Averages KPI Totals Secondary Traffic Changes Engagement Time on Site Fans/Followers
    58. 58. 7: Parting Notes Key Lesson Additional aspects to think about in digital marketing.
    59. 59. Don’t Forget SEO is still important Use A/B testing where possible Quality is better than quantity Everything has a cost Be Open and Transparent Everything is 24/7 Web, Social & Search Must Work Together Have a Contingency Plan Everything is Measurable Everything Changes Don’t Forget Mobile Social Games Email is not Dead Don’t Be Afraid to Use Old Fashioned Message Boards or Chat Rooms
    60. 60. Resources Social Media Today - http://socialmediatoday.com Occam’s Razor (Avinash Kaushik) - http://www.kaushik.net/avinash/ Scott Monty – http://www.scottmonty.com Vay-Ner-Chuk - http://garyvaynerchuk.com/blog/ Google Analytics Blog - http://analytics.blogspot.com HubSpot - http://blog.hubspot.com

    ×