Nedra Kline Weinreich Weinreich Communications Preventing Injury: From Research to Practice to People - Keynote Ann Arbor, MI September 30, 2013

1. Effective Social Media
is No Accident:
A Roadmap for Injury
Prevention Success
Nedra Kline Weinreich
@Nedra
Photo: http://www.flickr.com/photos/23465812@N00

2. Injury Triangle
Host
(Person)
Vector
INJURY
Environ-
ment
PREVENTION

5. What can you do with
social media?
Communicate
Converse
Connect
Collaborate/Co-Create
Consumer Research
Collect/Categorize
Collective Wisdom
Customize
Customer Service
Community

6. Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/

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

8. Marketing is dead.
We need to create
movements instead.
-Kevin Roberts
Worldwide CEO of Saatchi & Saatchi
Photo:

9. 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

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

11. 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/

12. Step 1: What are Your
Goals/Objectives?

13. Magic T of Marketing
(Steve Rubel)
• Mainstream media = REACH
• Social media = DEPTH/ENGAGEMENT

14. 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/

15. .75".75"
.75".75"Step 2: Whom Do You Want to Reach?
http://www.flickr.com/photos/hamoid/317021961/

16. All ages use social network sites
Source: Pew Internet Project, 2013

17. Beth Kanter, bethkanter.org

18. Slide Credit: wearemedia.org
Step 3: What is Your Organizational Capacity?

19. Free Puppy! (or is it?)
http://www.flickr.com/photos/psycho-
pics/3411848285/

20. Step 4: Which Tools and Tactics
Will Help You Reach Your Goals?

21. Choose the Right Tools
• Listen
– Google Alerts, RSS
readers, Twitter Search
• Converse
– Twitter, Facebook, Blog
s, G+
• Tell Your Story
– Blogs, Twitter, G+, vide
o/photo
sharing, podcasts, Pinte
rest
• Help Supporters
Tell Your Story
– User generated
content, contests, social
• Generate Buzz
– Twitter, Social news (eg
Reddit), Tumblr, Pintere
st
• Build Community
– Facebook, LinkedIn, Twi
tter, G+, hashtags, Tum
blr
• Collaborate/Collect
Information
– Wikis, social
bookmarking, hastags

22. Step 5:
Monitoring/
Evaluation
http://www.flickr.com/photos/bionicteaching/3629084631/
• RSS Feed Reader
• Google Alerts
• Blog/News
Monitoring
• Twitter/FB Search
• Website/Social
Media Analytics

23. Social Media
Rules of the
Road
http://www.flickr.com/photos/waderockett/171688464/

24. Be Authentic
Photo: http://www.flickr.com/photos/feastoffools/3584066855

26. Share
Photo: http://www.flickr.com/photos/angela7/534883941/

29. Be
Relevant
Photo:
http://www.flickr.com/phot
os/brewedfreshdaily89/28
24125234/

32. Engage in Two-Way
Conversation
Photo: http://www.flickr.com/photos/gw1/2666052624/

34. Find Your Fans
Photo: http://www.flickr.com/photos/lafleur/1350302133/

35. Hashtags/Twitter Chats

36. http://www.flickr.com/photos/charliecowins/2083851923/
Enable
Evangelists

38. Tell Your Story Across
Platforms

39. InvisiblePeople.tv

41. Social Media Resources
http://bit.ly/NedraSocialMedia

42. Get in touch!
Nedra Kline Weinreich
Weinreich Communications
www.Social-Marketing.com
weinreich@social-marketing.com
Phone 310.286.2721
Twitter @Nedra