Hands-OnSocial Media Strategy

Nedra Kline Weinreich

Welcome to the Social World

Slide Credit: wearemedia.org

175 million users

100 million users

640 million users

5 billion images

2 billion views/day

163 million blogs

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

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Objective Format

WHO will do or say WHAT

by WHEN

and by HOW MUCH.

.75".75"

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

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

Slide Credit: wearemedia.org

Slide Credit: wearemedia.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?

Tools for Tactics• Listen

– Google Alerts, RSS readers, Twitter Search

• Converse– Blog comments, Twitter

• Tell Your Story– Blogs, Twitter,

video/photo sharing, podcasts

• Help Supporters Tell Your Story– User generated

content, contests, social network apps, widgets

• Generate Buzz– Social news (eg Digg),

StumbleUpon, Twitter, FriendFeed

• Build Community– Social networks, Twitter,

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, etc.)• Survey results (KAB, relevance,

credibility)• ROI = cost per action

Photo: http://www.flickr.com/photos/livenow/146066254/

ListenPhoto: http://flickr.com/photos/yogi/1394932433/

Information Gathering via Social Media Monitoring

http://www.flickr.com/photos/bionicteaching/3629084631/

•RSS Feed Reader

•Google Alerts

•Blog monitoring

•Twitter Search

Put Tools and Policies into Place

Photo: http://www.flickr.com/photos/ebarney/3348965007

Join the Conversation

Photo: http://flickr.com/photos/whyswomen/143360770/

Start Your Own Conversations

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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/

Social Currency

Photo used with permission: http://www.flickr.com/photos/gremlins666/2634168886

“…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

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Be an Enabler

• Conversations

• Sharing links/info

• Passionate communities

• Social support

Photo: http://www.flickr.com/photos/sophistechate/2994734948/

Community

Photo: http://www.flickr.com/photos/mallix/2586969604/

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/

Social Media Resources PageSocial Media Resources Page

http://nedra.wikispaces.com/NCHCMhttp://nedra.wikispaces.com/NCHCMM11M11

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 responsesPhoto/video blogOngoing featureGuest bloggerEvent

planning/recap

Generating a Blog Community

• Get off your blog• Link• Comment• Blog Roll• Participate

Photo: http://www.flickr.com/photos/aakashtaniya/3228072526/

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

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

Share Life’s Absurdities

Don’t Be “That Guy”

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 employees 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) storiesGood audio is criticalCompelling content – emotional, interesting, funny, surprising

Viral is an outcome, not an attribute

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

Google PlusAllows more control over who

sees what in your streamCan share long or short postsRight now, personal accounts

onlyReal names requiredHangouts allow up to ten people

to video chatTime will tell…

Choosing Your Tools

Twitter People who want info/networking/

stimulation

Meet interesting people, build relationships, news

Provide value, give interesting things they can share

Facebook People who want to be social with friends and family

Keep in touch, express brand/cause affiliations

Show their fam/friends what they care about

LinkedIn Professionals - colleagues in same field

Professional networking, info sharing

Help them do their jobs better, answer Qs

YouTube People who want to see what your story is

Entertainment, learning Visuals, stories, human interest, humor

Blog Peers, people interested in your issue/organization

Learn more about the topic, get your perspective

In-depth analysis, updates, insights

Tool Audience Why They Use It What to Give Them

Adapted from: wearemedia.org

Listening via Social Media Monitoring

Social MediaMonitoring System

1. RSS Feed Reader

Social MediaMonitoring System

2. Google Alerts

Social MediaMonitoring System

3. Twitter Search Feed

Social MediaMonitoring System

4. Subscribe to Relevant News/Blog Feeds

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