Hands-On Social Media Strategy

Hands-On
Social Media Strategy

Nedra Kline Weinreich

A few things…
 Wi-fi
password
 Hashtag 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/

Social media is
word of mouth
on steroids!
Photo: http://flickr.com/photos/whyswomen/143360770/

What can you do with
social media?

Communicate Collect/Categorize
Converse Collective Wisdom
Connect Customize
Collaborate/Co-Create Customer Service
Consumer Research Community

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/

SMART Goals/Objectives

• Specific
• Measurable
• Achievable
• Relevant
• Time-framed

Photo: http://www.flickr.com/photos/a_mason/4006709/

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

.75"

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

All ages use social network sites

Source: Pew Internet Project, 2011

Free Puppy! (or is it?)

http://www.flickr.com/photos/psycho-

Which Tools and Tactics Will
Help You Reach Your Goals?

Where do social network users go?

96% 71%

24% ?%

28%

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

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/phot
os/brewedfreshdaily89/28
24125234/

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/

Create
Evangelists

http://www.flickr.com/photos/charliecowins/2083851923/

Social Media Live!

Photo: http://www.flickr.com/photos/somemixedstuff/839984821/

Reminders
 Wi-fi
password
 Hashtag for workshop: #HOSM
 Hashtag for conference:
#hcmmconf

 Resource wiki:
http://bit.ly/HOSMwiki

Facebook Demo
 Page set-up
 Page analytics
 Groups

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”)

Anatomy of a Tweet

Account

Retweet Twitter Name Mention/Reply

Shortened
Hashtag URL

Timestamp/P Click to
ermalink Reply/Retweet/Favorite

Twitter Demo
 Twitter tour
 Using hashtags
 Using Twitter Search
 Using HootSuite
 Using Bitly

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

Careful with Automated
Tweets!

…on morning of the Aurora shootings.

Track Your and
Others’ Influence

Learn About and Share
Opportunities

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

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

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

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

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

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

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

Listening via
Social Media Monitoring

Adapted from: wearemedia.org

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

Get in touch!

Nedra Kline Weinreich
Weinreich Communications
www.Social-Marketing.com
weinreich@social-marketing.com
Phone 310.286.2721
Twitter @Nedra

Hands-On Social Media Strategy

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