Effective Social Media is No Accident:

A Roadmap for Injury Prevention Success

Nedra Kline Weinreich

@NedraPhoto: http://www.flickr.com/photos/23465812@N00

Injury Triangle

Host (Person)

Vector

INJURY

Environ-ment

PREVENTION

What can you do with social media?

CommunicateConverseConnect Collaborate/Co-CreateConsumer Research

Collect/CategorizeCollective WisdomCustomizeCustomer ServiceCommunity

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

Social media is word of mouth on steroids!

Photo: http://flickr.com/photos/whyswomen/143360770/

Marketing is dead. We need to create

movements instead.

-Kevin RobertsWorldwide CEO of Saatchi & Saatchi

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

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

Community

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

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/

Step 1: What are Your Goals/Objectives?

Magic T of Marketing(Steve Rubel)

• Mainstream media = REACH• Social media = DEPTH/ENGAGEMENT

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/

.75".75"

.75".75"Step 2: Whom Do You Want to Reach?

http://www.flickr.com/photos/hamoid/317021961/

All ages use social network sites

Source: Pew Internet Project, 2013

Beth Kanter, bethkanter.org

Slide Credit: wearemedia.org

Step 3: What is Your Organizational Capacity?

Free Puppy! (or is it?)

http://www.flickr.com/photos/psycho-pics/3411848285/

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

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, hastags

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

Social Media Rules of the

Road

http://www.flickr.com/photos/waderockett/171688464/

Be Authentic

Photo: http://www.flickr.com/photos/feastoffools/3584066855

Share

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

Be Relevant

Photo: http://www.flickr.com/photos/brewedfreshdaily89/2824125234/

Engage in Two-Way Conversation

Photo: http://www.flickr.com/photos/gw1/2666052624/

Find Your Fans

Photo: http://www.flickr.com/photos/lafleur/1350302133/

Hashtags/Twitter Chats

http://www.flickr.com/photos/charliecowins/2083851923/

EnableEvangelists

Tell Your Story Across Platforms

InvisiblePeople.tv

Social Media Resourceshttp://bit.ly/NedraSocialMedia

Get in touch!

Nedra Kline Weinreich

Weinreich Communications

www.Social-Marketing.com

weinreich@social-marketing.com

Phone 310.286.2721

Twitter @Nedra