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

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

1: Making the Case for Social Media

Key Lesson

How to calculate estimated ROI on social media efforts

Uses of Social Media

BrandingBuilding RelationshipsImproving Business ProcessesFundraising/Selling (when appropriate)Saving Advertising Funds

Content Types

Blogs (Articles)VideosPhotosAudio (Podcasts)Webinars (Videos)

Social Network Types

Networks: Facebook Google+, TwitterNews Services: Digg, Reddit, AlltopGeolocation Sites: FourSquare, Facebook

Check InsCommunities: Meetup, PatientsLikeMe

Review Sites: TripAdvisor, Yelp, Vitals

ROI

ROI = (Gain from Investment – Cost of Investment) / Cost of

Investment

Calculating ROI

Establish Baseline for Key Performance IndicatorMarketing Activity TimelineKPI TimelineLook for PatternsProve Relationships

Key Performance Indicators

Sales LeadsEmail SignupsDonationsSalesEvent RegistrationsDownloadsPhone CallsSolved Support Issues

Untraditional ROI

TrafficOnline ConversationsReferences to CompanyNumber of Fans/FollowersEngagement

ROI Calculation Exercise

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.

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

Using Facebook

Obtain a Custom URLMake Posts Short with 800X800 graphicsPost 3 to 4 Times a WeekMix Graphics and TextLike Other Organizations PagesUse EventsUse Private or Secret Groups

Facebook Content

PhotosFunny or Entertaining ContentHeartwarming StoriesDiscountsVideosLists, Tips and How To’sEducational Material

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.

Using Twitter

Use Short WordsPunctuation MattersDon’t BroadcastDon’t AbbreviateUse HashtagsDon’t Always Include

LinksTalk to EveryoneUse Call Outs

Share Known LinksHave a Follower

StrategyHave a Hashtag

StrategyHave a Content

StrategyOrganize Twitter

Chats

Twitter Content

Timely InformationDiscountsContestsQuestionsCustomer ServiceHeadline NewsConversationsTwitter ChatsHumorous Stories

PicturesGraphicsQuotes

(quick/abbreviated)

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?

Using LinkedIn

Company PagesGroupsProducts and ServicesEmployeesBusiness UpdatesJobs

LinkedIn Content

Minimize PromotionContent with Links Doubles EngagementStart a Discussion by Asking a QuestionPost Videos and GraphicsAvoid Hyper-targetingDon’t Just Stick to WeekdaysAlways Include a Clear Call to Action

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

Using Google+

Search Engine Friendly/PromotionalHangouts/Hangouts on AirBlog-LikeCirclesYouTube IntegrationObtain Custom URLCreate Longer Posts with Keywords

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

Using Pinterest

Pins (Photos & Videos)BoardsGroup BoardsCommentsLikesGiftsTagging

Pinterest Targets

Clothing RetailersInterior DesignersFoodiesLandscapersTravel ProfessionalsStorytelling Through Images

Pinterest Content

History of OrganizationOrganizational MissionTips, How-Tos, DIYsBooksTelevision ProgramsPlacesGiftsRecipes(Use Descriptive Filenames for Images)

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…

Using YouTube

Video Site Sharing of VideosCommentingEmbeddingSubscribing to VideosCreate Playlists

YouTube Content

Short Form Snackable Content is the Best (2 to 3 Minutes)Descriptions is Important for SEOHow Tos, Entertaining Stories, Sneak Peaks,

Interviews, Educational Material, Live Streaming Programming (Hangouts on

Air)

Using Meetup

GroupsDiscussion BoardsEmail ListsCalendarPayment Option with Amazon or PayPal

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

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?

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

(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?

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

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

4: Integrating Social Media to Other Efforts

Key Lesson

Integrating your Social Media efforts into your existing marketing and public relations campaign

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

General

Existing Web Site?Existing Social Media Presence?Target Market for Social Media? Demographics Life Stages Psychographics/Lifestyle Affinity/Interest GroupsGeographic Range?

Financial

Cost of Content DevelopmentCost of Technical SupportPaid Social Media AdvertisingWork DisplacementTools/Equipment/Software

Objectives

Primary Key Performance Indicator Conversions KPI Averages KPI TotalsSecondary Traffic Changes Engagement Time on Site Fans/Followers

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

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

5: Developing a Social Media Marketing Plan

Key Lesson

Integrating your Social Media efforts into your existing marketing and public relations campaign

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

Profile

AudienceContent TypePublishing ScheduleHuman Resource NeedsTools/SoftwareCompetitor Analysis Web Sites Blogs Social Media Pages

Standards

Social Media HandlesSocial Media LogosSocial Media URLsCover Photos StrategyCompany Description for SitesCommon URLs for SitesSocial Media Policies

Tools

DashboardCalendar/Collaboration SiteDistribution ServiceURL Shortening ServiceWeb Sites Analytics PackageMonitoring Tool

Monitoring

TermsOrganization NameTrademarksExecutivesPublic StaffURLsCompetitorsIndustry Keywords

ResultsIndustry DiscussionComment TrendsCustomer Feedback

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 ViewersNumber of Page ViewsTime Spent on SiteNo of Pages ViewedSubscribersReferralsPopular ContentGeographic LocationComputer AccessNumber of Comments

Facebook Insights

Story Impressions (V,O,P)Talks

Not a StoryConsumption

Person (Demographics)Likes/UnlikesFriends of FansReach (V,O,P) ImpressionsEngagement Talks ConsumptionNegative Feedback

VOP = Viral, Organic & Paid

Twitter Analytics (External)

BasicFollowingFollowersRetweetsMentions

OtherShortened URL Clicks

Klout (0-100)True ReachAmplificationNetwork

Klout (Attributes)TopicsInfluencersKlout StyleAchievements

YouTube Analytics

DemographicsPlayback LocationsTotal Minutes WatchedDrop Off RateSubscribersDevicesLikes/Dislikes/FavoritesAudience Retention

Objectives

Primary Key Performance Indicator Conversions KPI Averages KPI TotalsSecondary Traffic Changes Engagement Time on Site Fans/Followers

7: Parting Notes

Key Lesson

Additional aspects to think about in digital marketing.

Don’t Forget

SEO is still importantUse A/B testing where possibleQuality is better than quantityEverything has a costBe Open and TransparentEverything is 24/7Web, Social & Search Must Work Together

Have a Contingency PlanEverything is MeasurableEverything ChangesDon’t Forget MobileSocial GamesEmail is not DeadDon’t Be Afraid to Use Old Fashioned Message Boards or Chat Rooms

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