Social media

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THIS IS FOR EDUCATIONAL PURPOSES ONLY AND IN IS IN NO WAY AFFILIATE WITH THE COA

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Social media

  1. 1. Implementing Social Media: The Canadian Orthopaedic Association<br />Anna Campbell, Carla Howard, Amie Lauder, NimaRanawana, Parveen Singh<br />
  2. 2. The story so far…<br />Orthopedic surgeons and doctors are struggling to find employment <br />Hospitals have limited budgets for the orthopedic departments<br />There is a demand for orthopedic surgeons and exceptionally long wait lists<br />
  3. 3. Key Messages<br />Foot loose? Cut us some loot!<br />Demonstrates the struggle doctors are facing<br />Fun and catchy<br />Provides a solution<br />Will aid when lobbying the government<br />
  4. 4. Goals<br />To lobby the federal government to increase hospital funding for orthopedic surgeons<br />Create a public awareness campaign via social media on Canadian orthopedic operations and surgeons<br />To use social media to improve COA’s image to all its publics in Canada <br />
  5. 5. Objectives<br />Use social media to gain 350 followers on the issue at hand within three months of social media launch<br />Obtain two meetings with Health Canada’s finance department by October 2011 to discuss financial outlook for 2012. Achieve this by public pressure and media relations<br />To have 555 followers on the home COA Facebook site by three months<br />Maintain a Twitter feed and connect with 75 followers within six weeks<br />
  6. 6. Objectives cont’d<br />Increase brand recognition (COA’s) by 45 per cent of Canadians in Ontario by January 2012. Achieve this by social media methods, advertisements and media coverage. <br />Increase membership of orthopedic surgeons in Canada by 77 per cent within six months of social media plan. <br />Have a joint press conference with Health Minister by August 2011 to announce COA’s presence and objectives for the next fiscal year. <br />
  7. 7. Positioning Statement<br />Canadian Orthopedic Association (COA) provides a lobbying and public awareness platform to speak for the orthopedic surgeons across Canada. <br />
  8. 8. Internal Environment<br />Has an elected counsel of doctors<br />Has a low level of social media usage<br />Strength: there is a demand and a large budget<br />Weakness: small number publics<br />Opportunity: can develop a strong social media campaign<br />Threat: lack of social media knowledge<br />
  9. 9. External Environment<br />Primarily public is all practicing doctors<br />Secondary public is patientsand hospitals<br />Orthopedic issues have the potential to affect every Canadian<br />Typical in older people but as the baby boomers are aging, this is a large demographic<br />
  10. 10. Engaging the External Environment<br />Use social media to open the channels of communication <br />Start a social media campaign to appeal to broader publics<br />Inform the government of the challenges that lie ahead<br />
  11. 11. Eight Methods<br />Employ Twitter to have daily contact with followers and give updates on the campaign<br />Update and maintain the Facebook page, create a campaign page, “Colour of Your Socks” campaign<br />YouTube video campaign, videos will target specific audiences<br />Social media release will tie all accounts together for the internet savvy<br />
  12. 12. Eight Methods cont’d<br />Improve the level of interactivity on the COA website<br />A blog will be created to provide more detailed information, will be a great place to show pictures of past events<br />Slideshare will be used as a public forum to demonstrate our interests in a formal way<br />Survey Monkey will be used to monitor the interest in our campaign as well as monitor how educated people<br />
  13. 13. Measurements and Metrics<br />Feedback on Facebook, Blog, Twitter etc. will let us keep a pulse on what publics like<br />Google Analytics will give us quantitative information<br />Conduct interviews with current orthopedic staff, students and patients on the campaign<br />
  14. 14. Measurements and Metrics cont’d<br />Monitor the growth of members and usage on social media sites<br />Number of meetings obtained with Health Canada is an indicator of success<br />Evaluative surveys<br />
  15. 15. Budget<br />Total Cost: C$13,395 for the six month campaign<br />Minimal output required<br />Costs are for time, and equipment<br />One person required for all aspects but the YouTube video<br />
  16. 16. Expected Outcomes<br />Canadians will be more informed about the issue<br />Have the government provide more funding in the hospitals so more orthopedic services can be provided<br />Media coverage will put pressure on the government<br />Publics will grow creating more support on the social networking sites for “Foot loose? Cut us some loot!”<br />

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