Nedra Kline Weinreich
Weinreich Communications
Pre-conference Workshop at the National Conference on Health Communication, Marketing and Media
Atlanta, GA
August 7, 2012
20. Social media is
word of mouth
on steroids!
Photo: http://flickr.com/photos/whyswomen/143360770/
21. What can you do with
social media?
Communicate Collect/Categorize
Converse Collective Wisdom
Connect Customize
Collaborate/Co-Create Customer Service
Consumer Research Community
25. Magic T of Marketing
(Steve Rubel)
• Mainstream media = REACH
• Social media = DEPTH/ENGAGEMENT
26. 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/
41. 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
42. Social Media
Dos and
Don’ts
http://www.flickr.com/photos/waderockett/171688464/
45. “…It’s only our own
reactions that we have
any kind of control
over... I cannot stop
other people from doing
what they want to do.
There is no control of
others. I wonder how
many people realize
that.”
-Geoff Livingston
Photo: http://www.flickr.com/photos/flyzipper/132685095/
46. Be
Relevant
Photo:
http://www.flickr.com/phot
os/brewedfreshdaily89/28
24125234/
47. Engage in Two-Way
Conversation
Photo: http://www.flickr.com/photos/gw1/2666052624/
55. 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”)
56.
57. Anatomy of a Tweet
Account
Retweet Twitter Name Mention/Reply
Shortened
Hashtag URL
Timestamp/P Click to
ermalink Reply/Retweet/Favorite
58. Twitter Demo
Twitter tour
Using hashtags
Using Twitter Search
Using HootSuite
Using Bitly
59. 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
78. 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
79.
80. 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
81. 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
82. 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
84. 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
85. 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
86.
87. 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
89. 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
90.
91. Get in touch!
Nedra Kline Weinreich
Weinreich Communications
www.Social-Marketing.com
weinreich@social-marketing.com
Phone 310.286.2721
Twitter @Nedra