Social Media:your marketing plan,  your advantage Presented to the Freddie Mac Diversity Showcase                   July 1...
About me           • Director, Digital Marketing &             Communications,             Inova Health System           •...
Quick poll…How many of you have…?                         3
You’re not alone…                    4
Why are wedoing this?
Social mediamakes sense    (for people  and for business)
I feel sorry for traditional media    • Bad timing      “All the news in the NYT is at least a day old”    • One-way conve...
I feel sorry for traditional media   • Badthe news in- the NYT is at least a day old”     “All          timing   • Very ex...
Myth #1:Social media is just another form of    marketing
The Truth:
How social media is different   “...social media is a blending of technology and social interaction for the co-creation of...
Joe Public Doesn’t Care
Social media establishes relevance     Building trust throughout the Continuum of Care”
Social networks are     how we connectCommunities of interest are    why we connect
Myth #2:Social media is only about socializing                  16
The truth: •   43% of news sharing is done through     social media •   27% of ‘Frequent Sharers’ responsible     for 87% ...
Maintaining credibility via social media • Ongoing participation • Develop a social media policy • Educate employees • Rel...
Myth #3:I don’t have time for    social media(and it doesn’t work)
Social media crises - a growing concern•   A crisis issue that arises in or is amplified by social media•   Stems from the...
Crisis Communication                                  Social Media Strengths        StrategiesRespond quickly and accurate...
How do you find the time? •   “Sip” - use Twitter as a real-time     communications tool     (10-15 minutes/day) •   “Dip”...
Create a social media plan • Aligned with:    • Marketing efforts    • PR efforts    • Customer service • Be relevant • Cr...
Identify quick wins                      •   Start with one thing                      •   Determine what to measure      ...
Questions?   Chris Boyer        @chrisboyer www.christopherboyer.com  chris.boyer@gmail.com
Bonus Myth:Social media is only for     young people
The truth...
Facebook and Twitter
Social Media - your marketing plan, your advantage
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Social Media - your marketing plan, your advantage

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A 30 minute presentation I gave to the Freddie Mac Diversity Showcase on July 17, 2012 in McLean, VA. This overview of social media was designed to help understand what social media is and how it can be used to create a competitive and innovative edge.

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Social Media - your marketing plan, your advantage

  1. 1. Social Media:your marketing plan, your advantage Presented to the Freddie Mac Diversity Showcase July 17, 2012
  2. 2. About me • Director, Digital Marketing & Communications, Inova Health System • Advisory Board Member, Mayo Clinic Center for Social Media • Social media consultant for more than 100 business nationwide
  3. 3. Quick poll…How many of you have…? 3
  4. 4. You’re not alone… 4
  5. 5. Why are wedoing this?
  6. 6. Social mediamakes sense (for people and for business)
  7. 7. I feel sorry for traditional media • Bad timing “All the news in the NYT is at least a day old” • One-way conversation • Very expensive $114,174 • Not personal
  8. 8. I feel sorry for traditional media • Badthe news in- the NYT is at least a day old” “All timing • Very expensive - $114,174 • Not personal - • Broadcast 8 8
  9. 9. Myth #1:Social media is just another form of marketing
  10. 10. The Truth:
  11. 11. How social media is different “...social media is a blending of technology and social interaction for the co-creation of value...” – Wikipedia • Two-way participation • User-generated content • Transparency • Credibility • Trust • Online “communities of interest”
  12. 12. Joe Public Doesn’t Care
  13. 13. Social media establishes relevance Building trust throughout the Continuum of Care”
  14. 14. Social networks are how we connectCommunities of interest are why we connect
  15. 15. Myth #2:Social media is only about socializing 16
  16. 16. The truth: • 43% of news sharing is done through social media • 27% of ‘Frequent Sharers’ responsible for 87% of all news shared online http://cnninternational.presslift.com/socialmediaresearch
  17. 17. Maintaining credibility via social media • Ongoing participation • Develop a social media policy • Educate employees • Rely on your culture and values
  18. 18. Myth #3:I don’t have time for social media(and it doesn’t work)
  19. 19. Social media crises - a growing concern• A crisis issue that arises in or is amplified by social media• Stems from the exposure of:• Poor customer experiences• Poor influencer relations• Violations of ethical guidelines Social Business Readiness: How Advanced Companies Prepare Internally - Altimer Group, Aug 2011
  20. 20. Crisis Communication Social Media Strengths StrategiesRespond quickly and accurately Real-time communication Two-way communication from Be transparent & accessible multiple platforms Address perceptions Relevant communicationsLeverage existing relationships Expanded reach Relationship and engagement Manage residual perception building
  21. 21. How do you find the time? • “Sip” - use Twitter as a real-time communications tool (10-15 minutes/day) • “Dip” - use Facebook/YouTube to promote relevant information (30-60 minutes/day) • “Bathe” - use blogs/Facebook for separate communications (7-10 hours/week)
  22. 22. Create a social media plan • Aligned with: • Marketing efforts • PR efforts • Customer service • Be relevant • Create a policy • www.inova.org/socialmedia
  23. 23. Identify quick wins • Start with one thing • Determine what to measure • Measure your efforts • Rinse and repeat (or improve)
  24. 24. Questions? Chris Boyer @chrisboyer www.christopherboyer.com chris.boyer@gmail.com
  25. 25. Bonus Myth:Social media is only for young people
  26. 26. The truth...
  27. 27. Facebook and Twitter

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