Hands-OnSocial Media Strategy

Nedra Kline Weinreich

A few things…Wi-fi passwordHashtag for workshop: #HOSM

Hashtag for conference: #hcmmconf

Resource wiki:

http://bit.ly/HOSMwiki

Agenda

8:00-9:45 Social Marketing Strategy

9:45-10:00 Break

10:00-11:30 Hands-On Social Media

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/

.75".75"

.75".75"Who Do You Want to Reach?

http://www.flickr.com/photos/hamoid/317021961/

All ages use social network sites

Source: Pew Internet Project, 2011

Social Technographics

Beth Kanter, bethkanter.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?

24%

28%

96% 71%

Where do social network users go?

?%

Don’t Forget Mobile!

Choose the Right Tools• Listen

– Google Alerts, RSS readers, Twitter Search

• Converse– Twitter, Facebook,

Blogs, LinkedIn, G+• Tell Your Story

– Blogs, Twitter, G+, video/photo sharing, podcasts

• Help Supporters Tell Your Story– User generated

content, contests, social network apps, widgets

• Generate Buzz– Twitter, Social news (eg

Digg), StumbleUpon • Build Community

– Facebook, LinkedIn, Twitter, G+, 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, Facebook, etc.)• Survey results (KAB, relevance,

credibility)• ROI = cost per action

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/

“…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/

Tell Your Story Across Platforms

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/

RemindersWi-fi passwordHashtag for workshop: #HOSM

Hashtag for conference: #hcmmconf

Resource wiki:

http://bit.ly/HOSMwiki

Facebook DemoPage set-upPage analyticsGroups

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”)

Anatomy of a Tweet

Retweet Twitter Name Mention/Reply

Shortened URLHashtag

Account

Click to Reply/Retweet/Favorite

Timestamp/Permalink

Twitter DemoTwitter tourUsing hashtagsUsing Twitter SearchUsing HootSuiteUsing Bitly

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

HootSuite

Careful with Automated Tweets!

…on morning of the Aurora shootings.

Twitter Search

Hashtags/Twitter Chats

Track Clicks on Your Links

Track Reach of Your Tweets

Track Your and Others’ Influence

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

Don’t Be “That Guy”

LinkedInCreate 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

YouTube / Online VideoSet up your own channel on YouTube

Create short (1-2 minute) stories

Good audio is criticalCompelling content – emotional, interesting, funny, surprising

Viral is an outcome, not an attribute

Google PlusAllows more control over who

sees what in your streamCan share long or short postsCreate organizational pages like

FBReal names requiredHangouts allow up to ten people

to video chatIncreases chances of coming up

in Google search results

PinterestVisually based - lead with imagesPrimarily female demographicMake sure pin links back to the

original site – great for traffic generation

Content is easy to shareCan have multiple contributorsInclude compelling photos in all

of your content to encourage pinning

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 responses

Photo/video blog

Ongoing feature

Guest bloggerEvent

planning/recap

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

Adapted from: wearemedia.org

Listening via Social Media Monitoring

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

weinreich@social-marketing.com

Phone 310.286.2721

Twitter @Nedra