Nedra Kline Weinreich Weinreich Communications Hands-On Social Media Strategy Pre-Conference Workshop National Conference on Health Communication, Marketing and Media Atlanta, GA August 19, 2014

1. Hands-On
Social Media Strategy
Nedra Kline Weinreich
@Nedra

2. A few things…
 Wi-fi password
 Hashtag for workshop: #HOSM
 Hashtag for conference:
#hcmmconf
 Resource wiki:
http://nedra.wikispaces.com/NCHCMM14

3. Agenda
8:00-10:00 Social Media
Strategy Steps
10:00-10:15 Break
10:15-11:30 Social Media
Strategic Tactics

4. Where are you with…
 Twitter
 Facebook
 Tumblr
 Blog
 Instagram
 Pinterest
 YouTube
 Vine
 LinkedIn
 Google Plus
 Snapchat
 Mobile apps

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

8. 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

9. Slide Credit: wearemedia.org

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

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

16. What are the questions
that need to be
answered to create a
social media strategy?

17. 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/

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

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

20. 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/

21. • Specific
• Measurable
• Achievable
• Relevant
• Time-framed
SMART Goals/Objectives
Photo: http://www.flickr.com/photos/a_mason/4006709/

22. Slide Credit: wearemedia.org

23. .75".75"
.75".75"Step 2: Whom Do You Want to Reach?
http://www.flickr.com/photos/hamoid/317021961/

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

25. Social Technographics

26. Beth Kanter, bethkanter.org

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

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

29. Slide Credit: wearemedia.org

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

31. 18%
22%
71% 71%
Where do social network users go?
21%
17%
6%

32. Don’t Forget Mobile!

33. 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

34. 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

35. 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

36. BREAK

37. Reminders
 Wi-fi password
 Hashtag for workshop: #HOSM
 Hashtag for conference:
#hcmmconf
 Resource wiki:
http://nedra.wikispaces.com/NCHCMM14

38. Share Pairs
 What is your biggest social media
success so far?
 What is your biggest social media
challenge?

39. Social Media
Strategic
Guidelines
http://www.flickr.com/photos/waderockett/171688464/

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

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

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

44. Sharing Social Objects
Social
Object

45. Memes

48. “…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/

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

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

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

54. Hashtags/Twitter Chats

55. http://www.flickr.com/photos/charliecowins/2083851923/
Create
Evangelists

57. Tell Your Story Across
Platforms

58. InvisiblePeople.tv

59. Repurpose Your Content

62. Addendum:
Tools and Tips
Photo: http://www.flickr.com/photos/somemixedstuff/839984821/

64. Anatomy of a Tweet
Retweet Twitter Name Mention/Reply
Shortened
URLHashtag
Account
Click to
Reply/Retweet/Favorite
Timestamp/P
ermalink

65. 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)
 Reach out to followers
 Retweet useful information from others

66. HootSuite

67. Careful with Automated
Tweets!
…on morning of the Aurora shootings.

68. Twitter Search

69. Hashtags/Twitter Chats

70. Track Clicks on Your Links

71. Track Reach of Your Tweets

72. Track Your and
Others’ Influence

74. 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”)

76. 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

78. 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

79. 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

80. 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

81. Instagram/Vine
 Photo/video storytelling
 Use hashtags
 Video – think in quick bites
◦ Instagram – 15 seconds
◦ Vine – 6 seconds
 Set a tone/personality
 Use for contests, participatory
activities

82. Blogs

83. 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

84. Blog Post Types
 Educational
 Call to Action
 Tips
 News
 Commentary
 How-to
 Resources
 Lists
 Interview
 Personal story
 Ask a question,
gather responses
 Photo/video blog
 Ongoing feature
 Guest blogger
 Event
planning/recap

86. 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:

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