This presentation was designed to help community-focused organizations elevate their social media marketing beyond the basics. From how to build a strategy, tips for content marketing, and tools to create/share better content, this presentation covers a wide variety of topics. Initially delivered to the Ohio Association for County Boards, government agencies that serve people with developmental disabilities, the presentation will help organizations look as amazing *online* as they are offline.
13. • How often do they want to
hear from you?
• When are they online?
When?
• When are they reading?
• When are they making a
buying decision?
14. • Which online sites do they
frequent?
• Where do they hang out with
Where?
family/friends?
• Urban/suburban/rural/city?
15. • Simon Sinek “Start with Why”
Why? • What do they want to hear
from you?
• How does their intent align
with Sports Medicine?
16. • How will you reach those
people?
How?
• What kinds of content will
resonate with them?
17. Personas
•Name, face
•Humanize through a photo
•Write up a brief “story” that incorporates:
– Their persona
– Value you provide to them
– Their expectations of your organization
23. Step 3: Research and Listen
• Who are you trying to reach? How are they using
social media?
– What are people saying?
– Where are they saying it?
• Free online monitoring tools:
– Google Alerts
– Addictomatic.com “If you’re always
talking, you’re not
– Netvibes
listening.”
– Hootsuite, Tweetdeck
– Chris Brogan
– Search.Twitter.com/Advanced
24. Step 4: Develop a Network
Choose the right tools Cultivate influencers
Start interacting Promote others
Create interesting content Be creative
Focus on strategy
Share, share, share
25. Step 5: Integrate Online and Offline
• Cross-promote content
• Balance traditional communication
and social media
• Enhance media relations
– Talk to reporters on social networks
– HARO
• Use offline tools to drive online efforts …
and visa versa
26. Step 6: Measure
• Insights
• Engagement
– Twitter followers, lists, retweets and link open-rates
– Blog comments, traffic, inbound links
– Facebook fans, wall posts and likes/shares/comments
– YouTube views, embeds on other sites
• [workshop] How do you measure effectiveness?
41. Types of Content
• Text
• Photos
• Video
• Infographics
• Links to “repurposed” content
• Other?
42. Challenges
•How do you know what to post? When?
•How do you balance engagement with
message deployment?
[workshop]What are your content
creation challenges?
44. 5-Step Process
1. List words and phrases you want to be
associated with.
2. Identify the overall messages that need to
be conveyed.
3. Brainstorm other subjects and themes that
will attract and engage audiences.
4. Determine “umbrellas” that can contain
messages and broader content.
5. Identify bucket areas that align with
messaging, but are broad to support
additional content.
45. Example:
• Innovation that works.
• Relationship-driven business.
• Cleveland (Ohio) Rocks!
• Paving the way through leadership &
education.
• Madison: Up Close & Personal
46. • Innovation that works.
– Sparks Innovation Center
– New innovative products (ours and partners)
– Innovation outside the industry that we can learn
from
• Paving the way through leadership &
education.
– Innovation Roundtable
– Social media whitepaper
– Speaking engagements & training sessions
• Madison: Up Close & Personal
– Employee interviews
– Behind-the-scenes photos
47. Example:
• Infuse creativity into play.
• Downtown is a cool AND family-friendly
destination.
• Work hard, play hard in your own backyard.
• Empower wellness in the heart of the city.
• Green, urban spaces strengthen
communities.
48. • Infuse creativity into play.
– Imagination Playground
– Activities, crafts to entertain kids at home
(Pinterest)
• Downtown is a cool AND family-friendly
destination.
– Concert series
– Movies in the park
– Family Fun Days
– Downtown festivals, events, activities
• Empower wellness in the heart of the city.
– Fitness classes
– Recharge during the day
– Fitness tips
– Healthy lunch ideas
55. Heather Whaling • @prTini
heather@gebencommunication.com
subscribe: bit.ly/prTini
Disrupt the status quo.
Build awareness.
Acquire customers.
Excel in the social world.
Increase sales.
Innovate best practices.
Notas do Editor
Geben Communication – started 3 years ago. Team of 6 now. We focus on integrating traditional and digital PR strategies for a wide range of clients, from startups to established brands. We focus on helping clients disrupt the status quo. We want to work with organizations who want to shake things up – and that’s why the Columbus Marathon has been a perfect client for us. They take a very different approach to social media, which I’m going to share with you today.
What are your broad goals for social?
Time online needs to be time well spent, which means you have to build an audience – otherwise, you’re just talking to yourself,
Lurker: A lurker is someone who “liked” your page or began following you on Twitter, Pinterest, Instagram or some other network. They’ve taken a first step, but that’s it. In fact, a lurker is barely paying attention to the content you’re sharing and isn’t interested in “joining the conversation.” Eavesdropper: An individual becomes an eavesdropper after something piqued their interest and now they’re beginning to develop some interest in what you’re saying. They’re still not interacting with your content, but you at least have an “in” to create some interaction. Acquaintance: Finally, you’ve said or posted enough things that caught their attention. The individual is mildly interested in what you have to say, and like an acquaintance in your neighborhood, you’ll start to have some surface-level interactions. Active Participant: As interactions become deeper and more meaningful – commenting instead of simply “liking” or proactively asking you questions or starting conversations with you on Twitter – the individual graduates from an acquaintance to a full-fledged active member of the community. Brand loyalist: Loyalists have an affinity for you over the competition. When given a choice, they pick you over the competition, even if the competitor is cheaper or slightly more convenient. Loyalists have embraced your “ why. ” They ’ re buying more than a product or service. They ’ re buying into your mission and believe in what you ’ re doing. Brand advocate: This is where the magic happens. Brand advocates are such strong members of the community that they want to recruit others to join. They tell other people to buy your product, share amazing customer service stories with their friends, and willingly answer questions from people (even if they don’t know them personally) about your product/service. They’re truly an extension of your team – and don’t require anything in return, other than you just continuing to exceed their expectations.