Hands-On Social Media Strategy
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Transcript of Hands-On Social Media Strategy
Hands-OnSocial Media Strategy
Nedra Kline Weinreich
@Nedra
A few things…Wi-fi passwordHashtag for workshop: #HOSM
Hashtag for conference: #hcmmconf
Resource wiki: http://nedra.wikispaces.com/NCHCMM14
Agenda
8:00-10:00 Social Media Strategy Steps
10:00-10:15 Break
10:15-11:30 Social MediaStrategic
Tactics
Where are you with…
TwitterFacebook TumblrBlogInstagramPinterest
YouTubeVineLinkedInGoogle PlusSnapchatMobile apps
Marketing is dead. We need to create
movements instead.
-Kevin RobertsWorldwide CEO of Saatchi & Saatchi
Photo: http://www.flickr.com/photos/yukatafish/2616061290/
Campaigns have a beginning and an end.
Movements go on as long as kindred spirits are involved.
Campaigns are you talking about yourself.
Movements are others talking about you.
Campaigns are “you vs. us.”
Movements are “let’s do this together.”
- Brains on FirePhoto: http://www.flickr.com/photos/dos82/2204952374
Slide Credit: wearemedia.org
Social media is word of mouth on steroids!
Photo: http://flickr.com/photos/whyswomen/143360770/
Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/
What are the questions that need to be answered to
create a social media strategy?
Strategy Roadmap
1. Goals/objectives
2. Target audience
3. Capacity
4. Tools and Tactics
5. Monitor and Evaluate
Photo: http://www.flickr.com/photos/pensiero/230717296/
Step 1: What are Your Goals/Objectives?
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/
Slide Credit: wearemedia.org
.75".75"
.75".75"Step 2: Whom Do You Want to Reach?
http://www.flickr.com/photos/hamoid/317021961/
All ages use social network sites
Source: Pew Internet Project, 2013
Social Technographics
Beth Kanter, bethkanter.org
Slide Credit: wearemedia.org
Step 3: What is Your Organizational Capacity?
Free Puppy! (or is it?)
http://www.flickr.com/photos/psycho-pics/3411848285/
Slide Credit: wearemedia.org
Step 4: Which Tools and Tactics Will Help You Reach Your Goals?
18%
22%
71% 71%
Where do social network users go?
21%
17%
6%
Don’t Forget Mobile!
Choose the Right Tools• Listen
– Google Alerts, RSS readers, Twitter Search
• Converse– Twitter, Facebook,
Blogs, G+• Tell Your Story
– Blogs, Twitter, G+, video/photo sharing, podcasts, Pinterest
• Help Supporters Tell Your Story– User generated
content, contests, social network apps, widgets
• Generate Buzz– Twitter, Social news (eg
Reddit), Tumblr, Pinterest
• Build Community– Facebook, LinkedIn,
Twitter, G+, hashtags, Tumblr
• Collaborate/Collect Information– Wikis, social
bookmarking, hashtags
Step 5: Monitoring/ Evaluation
http://www.flickr.com/photos/bionicteaching/3629084631/
• RSS Feed Reader
• Google Alerts
• Twitter/FB Analytics
• Google Analytics
• Social Media Monitoring Services
Metrics for Social Media
• Social actions (likes/followers, comments, user content, shares, ratings)
• Mentions (blogs, Twitter, Facebook, etc.)• Website activity from social media
(pageviews, unique visitors, time on site)
• Survey results (KAB, relevance, credibility)
• ROE (Return on Engagement) = cost per action
BREAK
RemindersWi-fi passwordHashtag for workshop: #HOSM
Hashtag for conference: #hcmmconf
Resource wiki: http://nedra.wikispaces.com/NCHCMM14
Share PairsWhat is your biggest social media success so far?
What is your biggest social media challenge?
Social Media Strategic
Guidelines
http://www.flickr.com/photos/waderockett/171688464/
What can you do with social media?
CommunicateConverseConnect Collaborate/Co-CreateConsumer Research
Collect/CategorizeCollective WisdomCustomizeCustomer ServiceCommunity
Be Authentic
Photo: http://www.flickr.com/photos/feastoffools/3584066855
Share
Photo: http://www.flickr.com/photos/angela7/534883941/
Sharing Social Objects
SocialObject
Memes
“…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/
Find Your Fans
Photo: http://www.flickr.com/photos/lafleur/1350302133/
Hashtags/Twitter Chats
http://www.flickr.com/photos/charliecowins/2083851923/
Create Evangelists
Tell Your Story Across Platforms
InvisiblePeople.tv
Repurpose Your Content
What are your favorite social
media campaigns?
Addendum:Tools and Tips
Photo: http://www.flickr.com/photos/somemixedstuff/839984821/
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
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
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 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
Instagram/VinePhoto/video storytellingUse hashtagsVideo – think in quick bites
◦Instagram – 15 seconds◦Vine – 6 seconds
Set a tone/personalityUse for contests, participatory
activities
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
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