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Social Media Builds Community


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This presentation was designed to help community-focused organizations elevate their social media marketing beyond the basics. From how to build a strategy, tips for content marketing, and tools to create/share better content, this presentation covers a wide variety of topics. Initially delivered to the Ohio Association for County Boards, government agencies that serve people with developmental disabilities, the presentation will help organizations look as amazing *online* as they are offline.

  • My partner says the difference is incredible! My partner has probably punched me a hundred times to get me to roll over and stop snoring. I have been using your techniques recently and now my partner has told me that the difference is incredible. But what has amazed me the most is how much better and more energetic I now feel after a good night's sleep! Thank you so much! ♣♣♣
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  • It's genuinely changed my life. I have been sleeping in the spare room for 4 months - and let's just say my sex life had become pretty boring! My wife and I were becoming strangers living in the same house. Thanks to your strategies, I am now back in our bed and the closeness and intimacy have returned. Thank you so much for taking the time to put all this together. It has genuinely changed my life. ♥♥♥
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  • Nothing short of a miracle! I'm writing on behalf of my husband to send you a BIG THANK YOU!! The improvement has been amazing. Peter's sleep apnea was a huge worry for both of us, and it left us both feeling tired and drowsy every morning. What you've discovered here is nothing short of a miracle. God bless you. ◆◆◆
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Social Media Builds Community

  1. 1. a fresh approach to community development:Why Social Media is a Must Heather Whaling • @prTini
  2. 2. innovate best practices Integrating Traditional and Digital PR Photo source:
  3. 3. Our approach to social media:•Build an audience. Then, activate it.•80/20•If you’re not quick, you’re not relevant.
  4. 4. The basics:Program updatesBoard news & announcementsCommunity events
  5. 5. Dig deeper:IntentCustomer serviceCommunity relationsOutcomesCrisis communication
  6. 6. “People don’t buy what youdo, they buy why you do it.”– Simon Sinek
  7. 7. [workshop]Why does your organization exist?Why do YOU believe in the mission?How can you convey they online?
  8. 8. Desired Outcomes: eliminate drive activate & educate barriers attendance acceleratePhoto credits: Schoolhouse, Post-It, Line, Runner
  9. 9. start at the beginning: define the audience
  10. 10. t? WWho? Wha When? here? Why? How ?
  11. 11. • Gender • AgeWho? • Education • Kids and their ages • Occupation
  12. 12. • Likes/interestsWhat? • Reading materials • hobbies
  13. 13. • How often do they want to hear from you? • When are they online?When? • When are they reading? • When are they making a buying decision?
  14. 14. • Which online sites do they frequent? • Where do they hang out withWhere? family/friends? • Urban/suburban/rural/city?
  15. 15. • Simon Sinek “Start with Why”Why? • What do they want to hear from you? • How does their intent align with Sports Medicine?
  16. 16. • How will you reach those people?How? • What kinds of content will resonate with them?
  17. 17. Personas•Name, face•Humanize through a photo•Write up a brief “story” that incorporates: – Their persona – Value you provide to them – Their expectations of your organization
  18. 18. 5-Step Social Media Strategy
  19. 19. “Planning without action is futile, action without planning is fatal.”
  20. 20. Be StrategicStep 1: Identify goals & purposeStep 2: Create SMART objectivesStep 3: Research and listenStep 4: Develop a networkStep 5: Integrate online and offlineStep 6: Measure ROI and ROE
  21. 21. Step 1: Identify Goals & Purpose[workshop]What are your social media goals?
  22. 22. Step 2: Create Measurable Objectives Specific Measurable Attainable Realistic Time-sensitivePhoto credit: Knickerstwist
  23. 23. Step 3: Research and Listen• Who are you trying to reach? How are they using social media? – What are people saying? – Where are they saying it?• Free online monitoring tools: – Google Alerts – “If you’re always talking, you’re not – Netvibes listening.” – Hootsuite, Tweetdeck – Chris Brogan –
  24. 24. Step 4: Develop a Network Choose the right tools Cultivate influencers Start interacting Promote othersCreate interesting content Be creative Focus on strategy Share, share, share
  25. 25. Step 5: Integrate Online and Offline• Cross-promote content• Balance traditional communication and social media• Enhance media relations – Talk to reporters on social networks – HARO• Use offline tools to drive online efforts … and visa versa
  26. 26. Step 6: Measure• Insights• Engagement – Twitter followers, lists, retweets and link open-rates – Blog comments, traffic, inbound links – Facebook fans, wall posts and likes/shares/comments – YouTube views, embeds on other sites• [workshop] How do you measure effectiveness?
  27. 27. Community Development
  28. 28. “You have to earn the right to sellsomething in the same way you earn theright to ask a friend a favor.”– Renegades Write the Rules
  29. 29. tweetable tip:You have to BUILD a community before you can ACTIVATE it.
  30. 30. content creation
  31. 31. Look at This vs Look at Me
  32. 32. Works because: •community •visual •useful
  33. 33. Works because: •statistic •sharable image •tagged page
  34. 34. Works because: •image •timely •appreciation
  35. 35. Works because: •question •engaging •link to answer
  36. 36.
  37. 37.
  38. 38.
  39. 39. Works because:•timely•noticeablephoto•engaging
  40. 40. content creation
  41. 41. Types of Content• Text• Photos• Video• Infographics• Links to “repurposed” content• Other?
  42. 42. Challenges•How do you know what to post? When?•How do you balance engagement withmessage deployment? [workshop]What are your contentcreation challenges?
  43. 43. content buckets
  44. 44. 5-Step Process1. List words and phrases you want to be associated with.2. Identify the overall messages that need to be conveyed.3. Brainstorm other subjects and themes that will attract and engage audiences.4. Determine “umbrellas” that can contain messages and broader content.5. Identify bucket areas that align with messaging, but are broad to support additional content.
  45. 45. Example:• Innovation that works.• Relationship-driven business.• Cleveland (Ohio) Rocks!• Paving the way through leadership & education.• Madison: Up Close & Personal
  46. 46. • Innovation that works. – Sparks Innovation Center – New innovative products (ours and partners) – Innovation outside the industry that we can learn from• Paving the way through leadership & education. – Innovation Roundtable – Social media whitepaper – Speaking engagements & training sessions• Madison: Up Close & Personal – Employee interviews – Behind-the-scenes photos
  47. 47. Example:• Infuse creativity into play.• Downtown is a cool AND family-friendly destination.• Work hard, play hard in your own backyard.• Empower wellness in the heart of the city.• Green, urban spaces strengthen communities.
  48. 48. • Infuse creativity into play. – Imagination Playground – Activities, crafts to entertain kids at home (Pinterest)• Downtown is a cool AND family-friendly destination. – Concert series – Movies in the park – Family Fun Days – Downtown festivals, events, activities• Empower wellness in the heart of the city. – Fitness classes – Recharge during the day – Fitness tips – Healthy lunch ideas
  49. 49. Rapid Fire: Content Creation Tools
  50. 50. Fastest-growingmobile network; visualstorytelling
  51. 51. 15-second videos torepost on Facebook &Twitter
  52. 52. Simple, beautifultextography
  53. 53. Social media newsreleases
  54. 54. Heather Whaling • @prTini subscribe: Disrupt the status quo. Build awareness. Acquire customers.Excel in the social world. Increase sales. Innovate best practices.