Hands-OnSocial Media Strategy презентация

Содержание

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

Слайд 2A few things…
Wi-fi password
Hashtag for workshop: #HOSM
Hashtag for conference: #hcmmconf

Resource wiki:


http://nedra.wikispaces.com/NCHCMM14

Слайд 3Agenda
8:00-10:00 Social Media Strategy Steps

10:00-10:15 Break

10:15-11:30 Social Media Strategic Tactics

Слайд 4Where are you with…
Twitter
Facebook
Tumblr
Blog
Instagram
Pinterest

YouTube
Vine
LinkedIn
Google Plus
Snapchat
Mobile apps

Слайд 7Marketing is dead. We need to create movements instead.
-Kevin Roberts
Worldwide

CEO of Saatchi & Saatchi

Photo: http://www.flickr.com/photos/yukatafish/2616061290/

Слайд 8Campaigns 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 Fire

Photo: http://www.flickr.com/photos/dos82/2204952374

Слайд 9Slide Credit: wearemedia.org

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

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

Слайд 16What are the questions that need to be answered to create

a social media strategy?

Слайд 17Strategy Roadmap
Goals/objectives
Target audience
Capacity
Tools and Tactics
Monitor and Evaluate
Photo: http://www.flickr.com/photos/pensiero/230717296/

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

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

Слайд 20Social 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/

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

Слайд 22Slide Credit: wearemedia.org

Слайд 23.75"
.75"
.75".75"
Step 2: Whom Do You Want to Reach?
http://www.flickr.com/photos/hamoid/317021961/

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

Слайд 25Social Technographics

Слайд 26Beth Kanter, bethkanter.org

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

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

Слайд 29Slide Credit: wearemedia.org

Слайд 30 Step 4: Which Tools and Tactics Will Help You Reach

Your Goals?

Слайд 31Where do social network users go?

Слайд 32Don’t Forget Mobile!

Слайд 33Choose 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

Слайд 34Step 5: Monitoring/ Evaluation
http://www.flickr.com/photos/bionicteaching/3629084631/
RSS Feed Reader
Google Alerts
Twitter/FB Analytics
Google Analytics
Social Media Monitoring

Services

Слайд 35Metrics 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

Слайд 37Reminders
Wi-fi password
Hashtag for workshop: #HOSM
Hashtag for conference: #hcmmconf

Resource wiki:
http://nedra.wikispaces.com/NCHCMM14

Слайд 38Share Pairs
What is your biggest social media success so far?
What is

your biggest social media challenge?

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

Слайд 40What can you do with social media?
Communicate
Converse
Connect
Collaborate/Co-Create
Consumer Research

Collect/Categorize
Collective Wisdom
Customize
Customer Service
Community

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

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

Слайд 44Sharing Social Objects
Social
Object

Слайд 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/

Слайд 49Be Relevant
Photo: http://www.flickr.com/photos/brewedfreshdaily89/2824125234/

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

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

Слайд 54Hashtags/Twitter Chats

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

Слайд 57Tell Your Story Across Platforms

Слайд 58InvisiblePeople.tv

Слайд 59Repurpose Your Content

Слайд 61What are your favorite social media campaigns?

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

Слайд 64Anatomy of a Tweet
Retweet
Twitter Name Mention/Reply
Shortened URL
Hashtag
Account
Click to Reply/Retweet/Favorite
Timestamp/Permalink

Слайд 65Building 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

Слайд 66HootSuite

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

Слайд 68Twitter Search

Слайд 69Hashtags/Twitter Chats

Слайд 70Track Clicks on Your Links

Слайд 71Track Reach of Your Tweets

Слайд 72Track Your and
Others’ Influence

Слайд 74Facebook 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”)

Слайд 76LinkedIn
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

Слайд 78YouTube / 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

Слайд 79Google 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

Слайд 80Pinterest
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

Слайд 81Instagram/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

Слайд 83Issues 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

Слайд 84Blog 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

Слайд 86When 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:

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

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