Engaging Women With A Women's Heart Facebook Fan Page

Women’s HeartAdvantage and Facebook: Educating, Engaging, Empowering Carla Bryant Vice President February 23, 2010

Women’s HeartAdvantage & Facebook Achieve your Women’s HeartAdvantage goals using the robust capabilities of Facebook • Attract women who have an interest in heart health • Create connection among women to your brand • Engage women in taking ownership of their heart health • Raise awareness of heart risk and symptoms among women and your expertise and capabilities in the management and treatment of heart disease in women • Promote events – screenings, educational seminars • Connect women to relevant content that expands their knowledge of heart health • Position your experts as leaders in the diagnosis, management and treatment of women with heart disease 2

Why Facebook? About 35% of Facebook users are in the target demographic for Women’s HeartAdvantage 18,605,140 or about 35% of all female Facebook users are in the Women’s HeartAdvantage target demographic 3 Source: http://www.insidefacebook.com/2009/10/01/latest-data-on-facebooks-us-growth-by-age-and-gender-october-1-2009/

…and the numbers are growing The most significant growth is with women age 45 and older 4 Source: http://www.insidefacebook.com/2009/10/01/latest-data-on-facebooks-us-growth-by-age-and-gender-october-1-2009/

Why Facebook? Facebook is best for communication and creating brand awareness & preference 5 Source: http://www.cmo.com/social-media/cmos-guide-social-media-landscape

It’s Not Just About Facebook Success comes when social media, Internet, mobile, and traditional marketing tools are all integrated into a cohesive strategy Facebook, Twitter, You Tube Web and mobile Print ads, outdoor, collateral 6

Getting Started 7

Facebook Fan Page or Group? Fan Page Group Access Open Open or Private Common Uses Promote a brand, product, association, Connect with a discrete group (i.e. alumni etc. (i.e. Starbucks, Tide, Livestrong) association, club, sorority chapter) Content More robust content, applications, and Limited applications and interaction interaction Attribution Content posts attributed to the page Content posts attributed to the individual Visibility within Posts visible on page and in “fans” Visibility of posts improved with new version Facebook news feed but still limited Visibility on the Indexed by search engines Not indexed web Entry points Option to create unique landing page No unique landing pages for “non-fans” Sociability Robust social connectivity Good social connectivity among a more narrow group of individuals Promoting Events Events Events Restrictions Can restrict by age or location Can restrict through permissions/invitations Applications Host applications Limited applications Managing Spam Remove users or spam Remove users or spam 8

Which Approach Fits With Your Strategy & Goals? Facebook Fan Page if you want to: Facebook Group if you: • Increase awareness of your brand and • Have a women’s heart membership your women’s heart program program and want to keep exclusivity to content • Attract “all comers” with an interest in women and heart disease to engage in • Want to limit your exposure (i.e. not the conversation show up in Google searches) • Use applications to increase relevance • Don’t want to use Facebook as a and engagement platform to increase awareness of your brand or women’s heart program 9

Anatomy of a Fan Page Tabs / Applications Custom tab Image or logo Facebook Description of the Ads owner or purpose General info – Phone # is essential! Fans Status updates and postings from you and/or your fans 10

Update Regularly – But Don’t Over Do It Lee Aase’s Social Media Pyramid 11 Source: http://social-media-university-global.org/2009

Post content that is relevant & varied Announcements Videos to inform & connect 12

Share, inform, connect …. Share a news story Engage the community Introduce new physicians If consistent with your brand, add some levity 13

Where to Find Content • Women’s HeartAdvantage toolkit – 5 Questions to Ask Your Doctor – Facts About Women and Heart Disease – Women’s Symptoms are Different – National and/or Local Research Results • Your website • Videos – edit existing, videos on You Tube, use your flip camera • Podcasts • Newsletter content • “Share” relevant news stories from your local news outlets, national news, industry news • Re-package relevant press release content • Breaking news stories – Find a physician or professional (i.e. nutritionist) and tape a 1 – 2 minute video regarding a breaking news story • Blogs – subject matter experts, women’s heart sponsor • Enlist Women’s Heart ambassadors • Patient stories & testimonials • Sponsors 14

Three Essential Tools for Social Media iPhone, Blackberry or other smartphone with the Facebook app to keep tabs on activity; make updates on the fly; capture the moment in picture or video Digital camera for capturing photos at events, to accompany patient stories, to highlight innovations, etc. Flip camera for shooting video of patient stories, expert opinions, educational sessions, events, etc. 15

Promote Your Fan Page 16

Promote Your Fan Page • Print – add the Facebook widget to print ads for your women’s heart program • Alert consumers through newsletters and e-news • Notify members of your women’s heart membership program through e- mail or other promotions • Internal communications – newsletters, intranet, etc. • Tent cards in your cardiac waiting areas and patient rooms • Cross-promote through other Facebook fan pages, your You Tube channel, Twitter • Buy Facebook and other on-line advertising to promote to your target demographic 17

Helpful Hints • Set your goals & map out a calendar for “planned” posts • Be authentic and be consistent with your brand and your goals • Promote your page • Consider a custom landing page for prospective fans to attract them to join • It’s not about the number of fans -- it’s about engagement – Don’t try and control the conversation but guide the discussion – You can restrict fans ability to post on the wall and upload photos – but do you want to? – Negative comments are bound to occur – be prepared and act – don’t over react • Use Facebook Insights (or other tools) to glean information about your fans and their interaction with your page – Tailor your content and posts to increase engagement with you and between your fans • Customize your page with FBML and applications • Cross promote other brand related fan pages or groups as appropriate – On the Information tab, list all relevant websites – If you’re on Twitter and YouTube (etc) – add those to – Create a custom tab to encourage connection to other branded sites either on Facebook, You Tube, or the Internet • If you’re connecting people back to your website, consider a unique landing page so you can track how much activity you’re getting – On your website – direct people to your fan page(s) • Raise visibility of events through the Events application 18

Consider a Facebook “Terms of Use” Policy • Not for medical advice or diagnosis • Be respectful of others • Don’t divulge personal health information 19

Creating A Page 20

Questions? Carla J. Bryant Navvis & Company cbryant@navvisandcompany.com 757.640.8515 (office) or 757.477.1575 (cell) 21

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Engaging Women With A Women's Heart Facebook Fan Page

by Karen Corrigan on Feb 26, 2010

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Engaging Women With A Women’s Heart Facebook Fan Page — Presentation Transcript