Hands-On Social Media Strategy
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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. Hands-On Social Media Strategy Nedra Kline Weinreich
- 2. A few things… Wi-fi password Hashtag for workshop: #HOSM Hashtag for conference: #hcmmconf Resource wiki: http://bit.ly/HOSMwiki
- 3. Agenda 8:00-9:45 Social Marketing Strategy 9:45-10:00 Break 10:00-11:30 Hands-On Social Media
- 10. The People Formerly Known as the Audience Photo: http://www.flickr.com/photos/arendpictures/1165255854
- 12. Think Movement, Not Campaign
- 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
- 23. 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/
- 24. What are Your Goals/Objectives? http://www.flickr.com/photos/kevinsteele/267451343/
- 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/
- 27. SMART Goals/Objectives • Specific • Measurable • Achievable • Relevant • Time-framed Photo: http://www.flickr.com/photos/a_mason/4006709/
- 28. Who Do You Want to Reach? .75".75" .75" http://www.flickr.com/photos/hamoid/317021961/
- 29. All ages use social network sites Source: Pew Internet Project, 2011
- 33. Free Puppy! (or is it?) http://www.flickr.com/photos/psycho-
- 35. Which Tools and Tactics Will Help You Reach Your Goals?
- 36. Where do social network users go? 96% 71% 24% ?% 28%
- 38. 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
- 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/
- 44. Share Photo: http://www.flickr.com/photos/angela7/534883941/
- 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/
- 48. Tell Your Story Across Platforms
- 49. Find Your Fans Photo: http://www.flickr.com/photos/lafleur/1350302133/
- 50. Create Evangelists http://www.flickr.com/photos/charliecowins/2083851923/
- 51. Social Media Live! Photo: http://www.flickr.com/photos/somemixedstuff/839984821/
- 52. Reminders Wi-fi password Hashtag for workshop: #HOSM Hashtag for conference: #hcmmconf Resource wiki: http://bit.ly/HOSMwiki
- 54. Facebook Demo Page set-up Page analytics Groups
- 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”)
- 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
- 60. HootSuite
- 61. Careful with Automated Tweets! …on morning of the Aurora shootings.
- 62. Twitter Search
- 64. Track Clicks on Your Links
- 65. Track Reach of Your Tweets
- 66. Track Your and Others’ Influence
- 67. Conversation
- 69. Learn About and Share Opportunities
- 71. Rally the Troops
- 72. Tell a Story
- 73. Inspire Action
- 76. Don’t Be “That Guy”
- 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
- 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
- 83. Blogs
- 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
- 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
- 88. Listening via Social Media Monitoring Adapted from: wearemedia.org
- 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
- 91. Get in touch! Nedra Kline Weinreich Weinreich Communications www.Social-Marketing.com weinreich@social-marketing.com Phone 310.286.2721 Twitter @Nedra
Notes de l'éditeur
- Source: http://mashable.com/2011/11/04/facebook-most-popular-forrester/