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Hands-On Social Media Strategy

Nedra Kline Weinreich
Weinreich Communications

Pre-conference Workshop at the National Conference on Health Communication, Marketing and Media

Atlanta, GA
August 7, 2012

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Hands-On Social Media Strategy

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

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  • Cugelman

    Sep. 4, 2012
  • briandanielschwartz

    Aug. 19, 2014

Nedra Kline Weinreich Weinreich Communications Pre-conference Workshop at the National Conference on Health Communication, Marketing and Media Atlanta, GA August 7, 2012


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