• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content

Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

"Stop in the name of strategy - building social media success"

on

  • 1,078 views

So you're thinking about launching a Facebook page or Twitter account? Mapped out a plan? How do you measure the results? Do you understand the difference between traditional marketing and this ...

So you're thinking about launching a Facebook page or Twitter account? Mapped out a plan? How do you measure the results? Do you understand the difference between traditional marketing and this revolutionary approach?

Marketers often avoid building social media campaigns because they lack an understanding of how to effectively build online communities to interact with their business.

Chris Boyer, Director of Digital Marketing & Communications at Inova Health System, will outline a systematic way to create a social media marketing campaign that is an easy addition to your existing communication efforts, and will drive bottom-line results.

Using real-life marketing examples, Chris will show you:
- The critical differences between social media and all other forms of online marketing—and how to update your marketing approach accordingly
- How to build a loyal, interactive online "community of interest"—in a short period of time
- How to identify and measure the essential key performance indicators (KPIs) of your social media efforts
- Best-practices in how to share successes and gain momentum, so your future efforts are supported

Statistics

Views

Total Views
1,078
Views on SlideShare
1,078
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Apple Keynote

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n

"Stop in the name of strategy - building social media success" "Stop in the name of strategy - building social media success" Presentation Transcript

  • Stop in thename of strategyBuilding social media success 1
  • About me • Director, Digital Marketing, Inova Health System • Six hospital not-for-profit system serving the Washington DC area • Advisory Board Member, Mayo Clinic Center for Social Media • Consultant for more than 100 hospitals/ physician practices throughout the US • @chrisboyer 2
  • What we’re covering today• How social media is different than other marketing• Online communities - how to build one quickly• Measuring social media for ROI• Getting buy-in for a long-term social media strategy 3
  • Quick poll...How many of you use..for yourself? For your business? 4
  • Quick poll...How many of you use..for yourself? For your business? 4
  • Quick poll...How many of you use..for yourself? For your business? 4
  • Quick poll...How many of you use..for yourself? For your business? 4
  • Quick poll...How many of you use..for yourself? For your business? 4
  • The stats: 5
  • The stats: • 1/13 people on Earth • 700 million users 5
  • The stats: • 1/13 people on Earth • 700 million users • 2nd largest search engine • 15 min/day on average 5
  • The stats: • 1/13 people on Earth • 700 million users • 2nd largest search engine • 15 min/day on average • 13% of all online adults • Doubled in use over past year 5
  • The stats: • 1/13 people on Earth • 700 million users • 2nd largest search engine • 15 min/day on average • 13% of all online adults • Doubled in use over past year • 44 million users in US •17.8 million users in Groups 5
  • Why are wedoing this? 6
  • Myth #1:Social media is just another form of marketing/ communications
  • The truth 8
  • The truth 8
  • The truth 8
  • How social media is different 9
  • How social media is different “...social media is a blending of technology and social interaction for the co-creation of value...” - Wikipedia 9
  • 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 9
  • 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 9
  • 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 9
  • 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 9
  • 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 9
  • 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” 9
  • The Problem with most marketingand communications (a rant) 10
  • Wrong position (perspective) 11
  • Wrong position (perspective) 12
  • Wrong position (perspective) 13
  • Continuum of “I-Don’t-Care” g Op inions S harin esearching R iscovering D 14
  • Continuum of “I-Don’t-Care” g Op inions S harin esearching R iscovering D 14
  • Continuum of “I-Don’t-Care” Don’t Care Care somewhat Care deeply (not engaged) (kinda engaged) g Op inions S harin esearching R iscovering D 14
  • Continuum of “I-Don’t-Care” Don’t Care Care somewhat Care deeply (not engaged) (kinda engaged) g Op inions S harin esearching R iscovering D 14
  • Social media establishes relevanceBuilding trust throughout the “Continuum of I-Don’t-Care”Facebook Gowalla Forums Twitter Flickr SMM UStream Yelp! Digg SlideShare LinkedIn Local Angie’s List Tumblr Amplify Listings Microsites g Op inions Foursquare User S harin Groups YouTube esear ching BlogsR iscovering D 15
  • Create a social media plan• Compliment existing marketing & communications• Define social media’s role• Be relevant• Create a policy www.inova.org/socialmedia 16
  • Myth #2:Social media is only about “socializing”
  • 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 18
  • Social networks are how we connectCommunities of interest are why we connect 19
  • Engaging online communities 20
  • Engaging online communities• Identify topics around which people converse • Participate in existing communities • Create your own community 20
  • Engaging online communities• Identify topics around which people converse • Participate in existing communities • Create your own community• Provide ways to engage with the community 20
  • Engaging online communities• Identify topics around which people converse • Participate in existing communities • Create your own community• Provide ways to engage with the community• Size doesn’t matter...engagement does 20
  • How do you find the time?... “Sip, Dip and Bathe”• “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) 21
  • www.StopBlocking.orgGive employees access!! • Samples of social media policies • Articles on how to convince your execs • Authored by Shel Holtz (@shelholtz) 22
  • Case study - St. David’s Hospital• Used Facebook for internal communications• Increased engagement 5x in three weeks• Educated leaders on use of social media Courtesy of Reed Smith, Online Marketing Consultant, @ReedSmith 23
  • Myth #3:There is no ROI in social media
  • What we can measure• Friends, fans & followers• Reach, relationship & reputation• Strength, sentiment & passion• 100 ways to measure: http://bit.ly/100ways 25
  • What we can measure• Friends, fans & followers• Reach, relationship & reputation• Strength, sentiment & passion• 100 ways to measure: http://bit.ly/100ways But where’sthe beef (ROI)? 25
  • How do we measure “ROI” ? 26
  • How do we measure “ROI” ?• Return on Results (ROR) 26
  • How do we measure “ROI” ?• Return on Results (ROR)• Return on Opportunity (ROO) 26
  • How do we measure “ROI” ?• Return on Results (ROR)• Return on Opportunity (ROO)• Return on Engagement (ROE) 26
  • How do we measure “ROI” ?• Return on Results (ROR)• Return on Opportunity (ROO)• Return on Engagement (ROE)• Likes Accumulated from Facebook Followers (LAFF) 26
  • How do we measure “ROI” ?• Return on Results (ROR)• Return on Opportunity (ROO)• Return on Engagement (ROE)• Likes Accumulated from Facebook Followers (LAFF)• Time We Invest in Twitter Spam (TWITS) 26
  • ROI should always be tied to $$$“Social Media ROI reflects any other marketing-related ROI:the net financial revenue to the organization from the effort,after having accounted for the efforts costs...  money dough bottom line coin or, as I like to call it, ROI”- Chris Bevolo 27
  • If you’re notimpacting oneof these... ...why bother? 28
  • Using social media to drive growth goals• Tap into communities of interest• Rely on strong (and measurable) calls-to-action• Lead social media efforts to conversion points• Build engagement through the “Continuum of I-Don’t Care” 29
  • Driving growth goals “ROI” chart Tool Function Measurement* • Create multiple pages to focus • Fans/likes on “communities of interest” • Click-throughs of links from • Promote free ways to FB page participate in campaigns/seminars • CTR of FB ads • Use events and polls to gain • Analytics on website to interaction measure links-in and behavior • Facebook advertising • Conversion rates from seminars • Use claimed listings as ways to • Checkin’s promote clinics • Analytics on website to • Ensure message is appropriate measure check-ins, links for employees and patients clicked and behavior • Create specialized URL to measure unique traffic * Always track back to financial measurement 30
  • Using social media to lower costs• Aggregate and populate (“be everywhere”)• Train spokespeople on social media best-practices• Train social media staff on media handling• Remember communications is different than marketing• Emphasize story-telling 31
  • Lower costs goals “ROI” chart Tool Function Measurement* • Promote press stories to wide- • RT’s spread audience • # of inquiries from local • Real-time coverage of press media events • Earned media coverage • Links back to press releases on • Traffic to press release site website • Phone calls to PR team • Video press releases and • Video views statements • Click-throughs from • Stories/testimonials YouTube URL to main site • Create online video press site, • Cross-linking/embeds with top stories •Every video SEO’d with CTA * Always track back to financial measurement 32
  • Using social media to increasesatisfaction & loyalty• Provide relevant information to “non-consumers”• Crisis management & service recovery• Monitor real-time feedback• Educate and act transparently• Correlation vs. causation 33
  • Improved loyalty “ROI” chart Tool Function Measurement* • Share relevant wellness/health • Fans/follower of all messages from other sources communities • Create other “communities of • Likes, reposts, interactivity interest” to encourage deeper • Click-throughs of content engagement to your website • Use polls, photos to provide ways for two-way dialogue • Promote best-in-class • Number of group members opportunities to work • Physician interaction • Create forums for physician • Employment inquiries to leaders to highlight expertise HR • Link to top stories * Always track back to financial measurement 34
  • Case Study• Targeted patients with insomnia• Received 10,000 viewers and 5.5 million media impressions• ROI calculation (using AVE): (# of media impressions x potential viewers x probability of views x ad equivalency price) - cost of effort]_____________________________________________________________________ cost of effort Courtesy of Dana Lewis, Social Media Manager, @DanaMLewis 35
  • Potential ROI calculation:*These are assumptions that should be negotiated 36
  • Potential ROI calculation:• Total reach of the program: 5.5 million impressions*These are assumptions that should be negotiated 36
  • Potential ROI calculation:• Total reach of the program: 5.5 million impressions • 10% of actual audience will see the message*: 550,000 people*These are assumptions that should be negotiated 36
  • Potential ROI calculation:• Total reach of the program: 5.5 million impressions • 10% of actual audience will see the message*: 550,000 people • 20% of those seeing the message will find it relevant*: 110,000*These are assumptions that should be negotiated 36
  • Potential ROI calculation:• Total reach of the program: 5.5 million impressions • 10% of actual audience will see the message*: 550,000 people • 20% of those seeing the message will find it relevant*: 110,000 • 10% of those finding it relevant will want to learn more*: 11,000*These are assumptions that should be negotiated 36
  • Potential ROI calculation:• Total reach of the program: 5.5 million impressions • 10% of actual audience will see the message*: 550,000 people • 20% of those seeing the message will find it relevant*: 110,000 • 10% of those finding it relevant will want to learn more*: 11,000• 10% of those with interest will enlist sleep services: 1,100*These are assumptions that should be negotiated 36
  • Potential ROI calculation:• Total reach of the program: 5.5 million impressions • 10% of actual audience will see the message*: 550,000 people • 20% of those seeing the message will find it relevant*: 110,000 • 10% of those finding it relevant will want to learn more*: 11,000• 10% of those with interest will enlist sleep services: 1,100• Contribution margin for sleep services: $1000*These are assumptions that should be negotiated 36
  • Potential ROI calculation:• Total reach of the program: 5.5 million impressions • 10% of actual audience will see the message*: 550,000 people • 20% of those seeing the message will find it relevant*: 110,000 • 10% of those finding it relevant will want to learn more*: 11,000• 10% of those with interest will enlist sleep services: 1,100• Contribution margin for sleep services: $1000• Total cost to promote program: $10,000*These are assumptions that should be negotiated 36
  • Potential ROI calculation:• Total reach of the program: 5.5 million impressions • 10% of actual audience will see the message*: 550,000 people • 20% of those seeing the message will find it relevant*: 110,000 • 10% of those finding it relevant will want to learn more*: 11,000• 10% of those with interest will enlist sleep services: 1,100• Contribution margin for sleep services: $1000• Total cost to promote program: $10,000 ROI Calculation: [(1,100 x $1,000) - $10,000]/$10,000 = 109% ROI*These are assumptions that should be negotiated 36
  • Put together the right team• Not just marketing/ communications• Include execs, managers, employees - everyone• Educate internally• Adhere to your policy• Maintain a consistent voice 37
  • Chris’ “silver bullets” to get started 38
  • Chris’ “silver bullets” to get started• Stop marketing/communicating - start building trust 38
  • Chris’ “silver bullets” to get started• Stop marketing/communicating - start building trust• Use social media to be relevant 38
  • Chris’ “silver bullets” to get started• Stop marketing/communicating - start building trust• Use social media to be relevant• Create a plan and negotiate ROI measurements 38
  • Chris’ “silver bullets” to get started• Stop marketing/communicating - start building trust• Use social media to be relevant• Create a plan and negotiate ROI measurements• It’s OK to fail...as long as you learn 38
  • Chris’ “silver bullets” to get started• Stop marketing/communicating - start building trust• Use social media to be relevant• Create a plan and negotiate ROI measurements• It’s OK to fail...as long as you learn• Data without action is useless 38
  • Chris’ “silver bullets” to get started• Stop marketing/communicating - start building trust• Use social media to be relevant• Create a plan and negotiate ROI measurements• It’s OK to fail...as long as you learn• Data without action is useless• There are no silver bullets 38
  • Questions? Chris Boyer @chrisboyerwww.facebook.com/christopher.boyer www.slideshare.net/chrisboyer @InovaHealth www.facebook.com/InovaHealth 39