Social Media: Tips and tools for using social media to support your mission July 10, 2014 Jeremy Willinger, Director of Communications, RAVSAK Bradley Jobling, Social Media Manager, Columbia University Department of Surgery
Aug 29, 2014
Social Media: Tips and tools for using social media to support your mission
July 10, 2014
Jeremy Willinger, Director of Communications, RAVSAK
Bradley Jobling, Social Media Manager, Columbia University Department of Surgery
Today’s Agenda
1: Making a case for social media
2: New Developments on Established Sites and How to Use Them
3: Creating a SMART Campaign
4: Integrating Social Media with Other Efforts
5: Developing a Social Media Marketing Plan
6: Measuring Success
7: Parting Notes
1: Making the Case for Social Media
Key Lesson
How to calculate estimated ROI on social media efforts
Uses of Social Media
BrandingBuilding RelationshipsImproving Business ProcessesFundraising/Selling (when appropriate)Saving Advertising Funds
Content Types
Blogs (Articles)VideosPhotosAudio (Podcasts)Webinars (Videos)
Social Network Types
Networks: Facebook Google+, TwitterNews Services: Digg, Reddit, AlltopGeolocation Sites: FourSquare, Facebook
Check InsCommunities: Meetup, PatientsLikeMe
Review Sites: TripAdvisor, Yelp, Vitals
ROI
ROI = (Gain from Investment – Cost of Investment) / Cost of
Investment
Calculating ROI
Establish Baseline for Key Performance IndicatorMarketing Activity TimelineKPI TimelineLook for PatternsProve Relationships
Key Performance Indicators
Sales LeadsEmail SignupsDonationsSalesEvent RegistrationsDownloadsPhone CallsSolved Support Issues
Untraditional ROI
TrafficOnline ConversationsReferences to CompanyNumber of Fans/FollowersEngagement
ROI Calculation Exercise
2: New Developments
An overview of the latest developments on Facebook, Twitter, LinkedIn, Flickr, Foursquare, and Google+ and how to use these in your outreach and marketing efforts.
Latest Developments on Facebook
• Newsfeed update• How the newsfeed algorithm has changed and what that means for non-profit organizations
• New insights and analytic tools• Using the new Facebook analytics to better understand your posts, reach and engagement• Measuring offline conversions
• Making an impact on a commonly used platform• Using the new Facebook design to better make an impact with your audience
• Engaging your audience to solicit responses• How to better craft content to increase your engagement
Using Facebook
Obtain a Custom URLMake Posts Short with 800X800 graphicsPost 3 to 4 Times a WeekMix Graphics and TextLike Other Organizations PagesUse EventsUse Private or Secret Groups
Facebook Content
PhotosFunny or Entertaining ContentHeartwarming StoriesDiscountsVideosLists, Tips and How To’sEducational Material
Latest Developments on Twitter
• New design and its impact• How to maximize the new design for your non-profit
• Focus on images• You can now tag up to 10 friends in images on Twitter. What that means for you.
• Promoted accounts to mobile timelines• Mobile users see more promoted accounts. How can you take advantage?
• Tailored audiences to advertisers• Are you using Twitter advertising? Understanding how this can benefit your organization.
Using Twitter
Use Short WordsPunctuation MattersDon’t BroadcastDon’t AbbreviateUse HashtagsDon’t Always Include
LinksTalk to EveryoneUse Call Outs
Share Known LinksHave a Follower
StrategyHave a Hashtag
StrategyHave a Content
StrategyOrganize Twitter
Chats
Twitter Content
Timely InformationDiscountsContestsQuestionsCustomer ServiceHeadline NewsConversationsTwitter ChatsHumorous Stories
PicturesGraphicsQuotes
(quick/abbreviated)
Latest Developments on LinkedIn
• Showcase page for companies• Targeted pages for targeted audiences
• LinkedIn polls within groups discontinued• How does this affect your activity and engagement?
• Posting jobs on LinkedIn: Worth it?• Should your organization take advantage of this service?
Using LinkedIn
Company PagesGroupsProducts and ServicesEmployeesBusiness UpdatesJobs
LinkedIn Content
Minimize PromotionContent with Links Doubles EngagementStart a Discussion by Asking a QuestionPost Videos and GraphicsAvoid Hyper-targetingDon’t Just Stick to WeekdaysAlways Include a Clear Call to Action
Latest Developments on Google+
• Is Google+ a worthwhile investment of time?• That depends.
• Building your following on Google+• If you choose to sign up, here is why building a network is important.
• Using “Hangouts” to gain connections and set up educational seminars
Using Google+
Search Engine Friendly/PromotionalHangouts/Hangouts on AirBlog-LikeCirclesYouTube IntegrationObtain Custom URLCreate Longer Posts with Keywords
New on Pinterest
• Brief overview on the service• Should your organization be pinning and/or offering content to pin?
• Isn’t Pinterest just for weddings?• No, and here is why.
• How to effectively use Pinterest for CERTAIN non-profit organizations• Making your content visual
Using Pinterest
Pins (Photos & Videos)BoardsGroup BoardsCommentsLikesGiftsTagging
Pinterest Targets
Clothing RetailersInterior DesignersFoodiesLandscapersTravel ProfessionalsStorytelling Through Images
Pinterest Content
History of OrganizationOrganizational MissionTips, How-Tos, DIYsBooksTelevision ProgramsPlacesGiftsRecipes(Use Descriptive Filenames for Images)
Using Tumblr
• Brief overview on the service• Microblogging service for short content and pictures
• Blog Management with Tags, Queues, and HTML Editing
• Followers, Likes and Reposts
• What differentiates Tumblr from other platforms• What to post, and why
• How to effectively use Tumblr for CERTAIN non-profit organizations• Should you be on Tumblr? That depends…
Using YouTube
Video Site Sharing of VideosCommentingEmbeddingSubscribing to VideosCreate Playlists
YouTube Content
Short Form Snackable Content is the Best (2 to 3 Minutes)Descriptions is Important for SEOHow Tos, Entertaining Stories, Sneak Peaks,
Interviews, Educational Material, Live Streaming Programming (Hangouts on
Air)
Using Meetup
GroupsDiscussion BoardsEmail ListsCalendarPayment Option with Amazon or PayPal
Using Instagram
• Brief overview of the service• Mobile Photo and Video Sharing Site
• Followers
• In-Tool Editing Options
• Shareable on Facebook, Twitter, Tumblr, Flickr
• Hashtags
• Comments
• For app developers, Instagram has made their API available (http://instagram.com/developer/#)
• Instagram incorporated video sharing in June 2013, allowing its users to record and share videos lasting for up to 15 seconds
Using Flickr
• New updates:• Sets vs. albums• Embedding slideshows• Yahoo Log-in
• How to effectively use Flickr to promote your non-profit organization• Photos and their impact
• Adding contacts on Flickr. Important?
Using Vine
• Brief overview on the service• Does your organization benefit from 7 second videos?
• Vine and Twitter • The relationship between the two services
• Using Vine for your non-profit work• Examples of successful platform leverage
(Not) Using Foursquare
• Why Foursquare is pretty much dead• What happened?
• Why this is not a big deal• Pets.com vs. Amazon anyone?
• What should my organization use instead?
3: Creating a SMART campaign
Key Lesson
Creating a S.M.A.R.T (specific, measurable, attainable, realistic and timely) plan for your Social Media campaign
Creating a S.M.A.R.T plan for your
Social Media campaign
• Part of having a SMART plan is knowing which services will offer you the most engagement with your audience and where to devote your time and resources.
• Case studies:• Non-profit organizations• For profit companies
• Pitfalls and best practices
4: Integrating Social Media to Other Efforts
Key Lesson
Integrating your Social Media efforts into your existing marketing and public relations campaign
Integrating your social media plan into your marketing and PR schedule
• How to effectively integrate social media into your marketing schedule
• How can you use social media to facilitate / increase your PR?
• When to use social media primarily and when to use other channels / vehicles
• Going beyond the keyboard: leveraging offline action from online engagement
General
Existing Web Site?Existing Social Media Presence?Target Market for Social Media? Demographics Life Stages Psychographics/Lifestyle Affinity/Interest GroupsGeographic Range?
Financial
Cost of Content DevelopmentCost of Technical SupportPaid Social Media AdvertisingWork DisplacementTools/Equipment/Software
Objectives
Primary Key Performance Indicator Conversions KPI Averages KPI TotalsSecondary Traffic Changes Engagement Time on Site Fans/Followers
1. Listening and Research
2, Defining Purpose,
Mission, and Goals
3. Installing the Editorial
Calendar, Defining Roles, Regulations and
Procedures
4. Reaching Out Through Social Media Platforms
and Other Bloggers
5. Analyzing, Refining, and Regrouping
Social Media Process
Social Media Hub
Your Blog
Commercial, Industry &
institutional Blog Aggregators
YouTube, iTunes & Other
Audio/Video Sites
Facebook, Google+, LinkedIn,
Pinterest & Other Social
Networks
Twitter & Other Micro-Blogs
Email & Print Newsletters
Friend’s Blog
Other Friend’s Blog
5: Developing a Social Media Marketing Plan
Key Lesson
Integrating your Social Media efforts into your existing marketing and public relations campaign
What Definition Surgical Associates, Inc.
Mission Why does the organization exist
Provide complete medical-surgical care in one convenient location.
Objective Specific revenue or program intent
To provide a platform for news about the practice which can lead to better customer service and ultimately more referrals.
KPI (Key Performance Indicators)
Most important metrics to understand how well you are achieving objective
# of New Patients Referred by Internet, Increased Customer Satisfaction Rating
Secondary Metrics Numbers
Web Site Views, Traffic Referrals, Top Content, Shares, Mentions Subscribers, # of Downloaded Forms, # of Downloaded Brochures,
Sample Mission
Profile
AudienceContent TypePublishing ScheduleHuman Resource NeedsTools/SoftwareCompetitor Analysis Web Sites Blogs Social Media Pages
Standards
Social Media HandlesSocial Media LogosSocial Media URLsCover Photos StrategyCompany Description for SitesCommon URLs for SitesSocial Media Policies
Tools
DashboardCalendar/Collaboration SiteDistribution ServiceURL Shortening ServiceWeb Sites Analytics PackageMonitoring Tool
Monitoring
TermsOrganization NameTrademarksExecutivesPublic StaffURLsCompetitorsIndustry Keywords
ResultsIndustry DiscussionComment TrendsCustomer Feedback
Social Listening Pyramid
6: Measuring Success
Key Lesson
How to set up a report to ensure that social media efforts are meeting business goals.
Blog
Number of ViewersNumber of Page ViewsTime Spent on SiteNo of Pages ViewedSubscribersReferralsPopular ContentGeographic LocationComputer AccessNumber of Comments
Facebook Insights
Story Impressions (V,O,P)Talks
Not a StoryConsumption
Person (Demographics)Likes/UnlikesFriends of FansReach (V,O,P) ImpressionsEngagement Talks ConsumptionNegative Feedback
VOP = Viral, Organic & Paid
Twitter Analytics (External)
BasicFollowingFollowersRetweetsMentions
OtherShortened URL Clicks
Klout (0-100)True ReachAmplificationNetwork
Klout (Attributes)TopicsInfluencersKlout StyleAchievements
YouTube Analytics
DemographicsPlayback LocationsTotal Minutes WatchedDrop Off RateSubscribersDevicesLikes/Dislikes/FavoritesAudience Retention
Objectives
Primary Key Performance Indicator Conversions KPI Averages KPI TotalsSecondary Traffic Changes Engagement Time on Site Fans/Followers
7: Parting Notes
Key Lesson
Additional aspects to think about in digital marketing.
Don’t Forget
SEO is still importantUse A/B testing where possibleQuality is better than quantityEverything has a costBe Open and TransparentEverything is 24/7Web, Social & Search Must Work Together
Have a Contingency PlanEverything is MeasurableEverything ChangesDon’t Forget MobileSocial GamesEmail is not DeadDon’t Be Afraid to Use Old Fashioned Message Boards or Chat Rooms
Resources
Social Media Today - http://socialmediatoday.com
Occam’s Razor (Avinash Kaushik) - http://www.kaushik.net/avinash/
Scott Monty – http://www.scottmonty.com
Vay-Ner-Chuk - http://garyvaynerchuk.com/blog/
Google Analytics Blog - http://analytics.blogspot.com
HubSpot - http://blog.hubspot.com