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Nedra Kline Weinreich Weinreich Communications Pre-Conference Workshop National Conference on Health Communication, Marketing and Media August 9, 2011 http://www.social-marketing.com [email protected] @Nedra
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Hands-OnSocial Media Strategy
Nedra Kline Weinreich
Welcome to the Social World
Slide Credit: wearemedia.org
175 million users
100 million users
640 million users
5 billion images
2 billion views/day
163 million blogs
The People Formerly Known as
the Audience
Photo: http://www.flickr.com/photos/arendpictures/1165255854
Photo: http://www.flickr.com/photos/waxypoetic/274724321/
Think Movement, Not Campaign
InvisiblePeople.tv
Slide Credit: wearemedia.org
Social media is word of mouth on steroids!
Photo: http://flickr.com/photos/whyswomen/143360770/
What can you do with social media?
CommunicateConverseConnect Collaborate/Co-CreateConsumer Research
Collect/CategorizeCollective WisdomCustomizeCustomer ServiceCommunity
Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/
Step-by-Step Strategy
1. Goals/objectives
2. Target audience
3. Capacity
4. Tools and Tactics
5. Measure and Evaluate
Photo: http://www.flickr.com/photos/pensiero/230717296/
What are Your Goals/Objectives?
http://www.flickr.com/photos/kevinsteele/267451343/
Magic T of Marketing(Steve Rubel)
• Mainstream media = REACH• Social media = DEPTH/ENGAGEMENT
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/
• Specific
• Measurable
• Achievable
• Relevant
• Time-framed
SMART Goals/Objectives
Photo: http://www.flickr.com/photos/a_mason/4006709/
Objective Format
WHO will do or say WHAT
by WHEN
and by HOW MUCH.
.75".75"
.75".75"Who Do You Want to Reach?
http://www.flickr.com/photos/hamoid/317021961/
Slide Credit: wearemedia.org
Slide Credit: wearemedia.org
Slide Credit: wearemedia.org
Free Puppy! (or is it?)
http://www.flickr.com/photos/psycho-pics/3411848285/
Slide Credit: wearemedia.org
Which Tools and Tactics Will Help You Reach Your Goals?
Tools for Tactics• Listen
– Google Alerts, RSS readers, Twitter Search
• Converse– Blog comments, Twitter
• Tell Your Story– Blogs, Twitter,
video/photo sharing, podcasts
• Help Supporters Tell Your Story– User generated
content, contests, social network apps, widgets
• Generate Buzz– Social news (eg Digg),
StumbleUpon, Twitter, FriendFeed
• Build Community– Social networks, Twitter,
tagging, gaming/virtual worlds
• Collaborate/Collect Information– Wikis, social
bookmarking, tagging
Slide Credit: wearemedia.org
Slide Credit: wearemedia.org
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, etc.)• Survey results (KAB, relevance,
credibility)• ROI = cost per action
Photo: http://www.flickr.com/photos/livenow/146066254/
ListenPhoto: http://flickr.com/photos/yogi/1394932433/
Information Gathering via Social Media Monitoring
http://www.flickr.com/photos/bionicteaching/3629084631/
•RSS Feed Reader
•Google Alerts
•Blog monitoring
•Twitter Search
Put Tools and Policies into Place
Photo: http://www.flickr.com/photos/ebarney/3348965007
Join the Conversation
Photo: http://flickr.com/photos/whyswomen/143360770/
Start Your Own Conversations
Photo: http://www.flickr.com/photos/gthb/827225226/
Social Media Dos and Don’ts
http://www.flickr.com/photos/waderockett/171688464/
Be Authentic
Photo: http://www.flickr.com/photos/feastoffools/3584066855
Share
Photo: http://www.flickr.com/photos/angela7/534883941/
Social Currency
Photo used with permission: http://www.flickr.com/photos/gremlins666/2634168886
“…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/
Be Relevant
Photo: http://www.flickr.com/photos/brewedfreshdaily89/2824125234/
Engage in Two-Way Conversation
Photo: http://www.flickr.com/photos/gw1/2666052624/
Be an Enabler
• Conversations
• Sharing links/info
• Passionate communities
• Social support
Photo: http://www.flickr.com/photos/sophistechate/2994734948/
Community
Photo: http://www.flickr.com/photos/mallix/2586969604/
Find Your Fans
Photo: http://www.flickr.com/photos/lafleur/1350302133/
http://www.flickr.com/photos/charliecowins/2083851923/
Create Evangelists
Social Media Live!
Photo: http://www.flickr.com/photos/somemixedstuff/839984821/
Social Media Resources PageSocial Media Resources Page
http://nedra.wikispaces.com/NCHCMhttp://nedra.wikispaces.com/NCHCMM11M11
Blogs
Issues to ConsiderPurpose
Audience
Voice - who will be blogging, writing style, team?
Resources - time, enthusiasm
Blog Management - comments, guidelines, calendar
Images - sources, copyright
Tracking - metrics, tools
Blog Post TypesEducationalCall to ActionTipsNewsCommentaryHow-toResourcesLists
InterviewPersonal storyAsk a question,
gather responsesPhoto/video blogOngoing featureGuest bloggerEvent
planning/recap
Generating a Blog Community
• Get off your blog• Link• Comment• Blog Roll• Participate
Photo: http://www.flickr.com/photos/aakashtaniya/3228072526/
Anatomy of a Tweet
Retweet Twitter Name Mention/Reply
Shortened URLHashtag
Account
Click to Reply/Retweet/Favorite
Timestamp/Permalink
Building Your Twitter Community
Use your profile to shine Provide value to your followersFollow 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)
Reach out to followersRetweet useful information from others
Conversation
Conference Tweets
Learn About and Share Opportunities
Human-PoweredSearch Engine
Rally the Troops
Tell a Story
Inspire Action
Bring People Together
Serve Your Constituents
Share Life’s Absurdities
Don’t Be “That Guy”
Facebook PagesOffer interesting, shareable information Let people stay on Facebook – post
photos, videos, etc. on pageActively manage your community by
encouraging comments, interactionGive people a reason to “like” your pageWhen 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”)
LinkedInCreate a company page to provide information about your organization
Create a group for supporters and employees to network
Answer questions relevant to your organization’s priorities
Focus on professional networking, identifying funding/sponsorship contact, new employee hiring
YouTube / Online VideoSet up your own channel on YouTube
Create short (1-2 minute) storiesGood audio is criticalCompelling content – emotional, interesting, funny, surprising
Viral is an outcome, not an attribute
Location Based Networks – Foursquare, Facebook Places
Claim your venueAdd helpful tips – e.g., parking,
volunteer opportunitiesMonitor and respond to user
commentsConsider ways to leverage badgesThink about using QR codes to
take advantage of location-related opportunities
Google PlusAllows more control over who
sees what in your streamCan share long or short postsRight now, personal accounts
onlyReal names requiredHangouts allow up to ten people
to video chatTime will tell…
Choosing Your Tools
Twitter People who want info/networking/
stimulation
Meet interesting people, build relationships, news
Provide value, give interesting things they can share
Facebook People who want to be social with friends and family
Keep in touch, express brand/cause affiliations
Show their fam/friends what they care about
LinkedIn Professionals - colleagues in same field
Professional networking, info sharing
Help them do their jobs better, answer Qs
YouTube People who want to see what your story is
Entertainment, learning Visuals, stories, human interest, humor
Blog Peers, people interested in your issue/organization
Learn more about the topic, get your perspective
In-depth analysis, updates, insights
Tool Audience Why They Use It What to Give Them
Adapted from: wearemedia.org
Listening via Social Media Monitoring
Social MediaMonitoring System
1. RSS Feed Reader
Social MediaMonitoring System
2. Google Alerts
Social MediaMonitoring System
3. Twitter Search Feed
Social MediaMonitoring System
4. Subscribe to Relevant News/Blog Feeds
When Should You Respond to What You “Hear?”
• Say “thank you” for passing on info/
compliments• Answer complaints/
misinformation about your org or activities
• Add something of value to the conversation
• Trolls• Directed to other
organizations• People from outside
your local community (unless you have capacity)
Respond to: Do Not Respond to:
Get in touch!
Nedra Kline Weinreich
Weinreich Communications
www.Social-Marketing.com
Phone 310.286.2721
Twitter @Nedra