Surveying The Landscape

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A presentation I prepared to help a health care client understand the importance of social media.

A presentation I prepared to help a health care client understand the importance of social media.

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  • New media falls through the cracks – it’s neither fish nor fowl.
  • That’s 3640 Advised 16 to come 5 actually came
  • Audience is already there: 56% of those ages 65 - 69 are now online 45% of those 70 - 74 are using the Internet 44% of YouTube's users are ages 45 - 55+
  • A March 2009 report (pdf) from Nielson Online found that 41 percent of users read blogs 70 percent use online video 300 million users on FB 6 million on Twitter 1200 FB pages advocate for specific chronic illnesses 34 search using social media 46 using health portals, 67 using search engines 21 use wikipedia
  • High expectations but…there’s no need to panic.
  • Although the circulation numbers are down, there are today more news outlets than before Not only CNN.com, bostonglobe.com, etc Blogs, aggregator sites, podcasts, etc. Trades – blogs for all Although on-line news gathering is still a supplement to daily diet of TV, radio, and newspapers, the trends to on line sourcing are obvious Trend is towards personalization of content delivery: Web 2.0 Kids today don’t understand commercials Used to having their on line experience entirely tailored to them 90 percent of college bound kids are using some kind of online matchmaking service What’s great is that you can listen in to conversations that others were having – TRUST issues Reporters use Twitter, Facebook, and blogs for sourcing
  • Barriers – old folks/new folks; Zappo’s Objectives:” Public reach of message? Proactive media relations? Increase patient traffic? Reputation Drive traffic to web site? Develop new avenue for patient care
  • Listening: Research to understand customers DelMonte pet owners community Surveys, forums Comment sections Talking Using social media to spread messages about your company. Executive blogs Twitter Energizing Finding most enthusiastic supporters and enhance the value of word of mouth OBAMA Ratings and reviews widgets – amazon.com; sears Brand ambassadors – bzz agents, victoria’s secret Leveraging social networks Supporting Forums and wikis to help people support each other - Palm Embracing Integrating customers into the way the business works Help with design Linux/Mozilla Comcast has established a Twitter feed at Twitter/ comcastcares . You can DM the guy who runs the feed with questions and he responds. They also go out and look for people having problems. Starbucks set up a community site called Mystarbuck.com . People can submit ideas and others can vote. Starbucks responds to questions on the site. Paul Levy, the CEO at Beth Isreal Hospital in Boston has a blog and he covers about all kinds of issues at his hospital. I have been a follower of his writing for some time. Dell put search in their forum so people can better find stuff in the usual maze that forums offer. Techmeme does search on selective blogs, not the broad masses so you tend to get higher quality results. Technorati will find blog posts on a topic and rank by authority. I have used Technorati for years but have not really focus on this use so I will try it. You can aggregate Twitter feeds to look across an audience to see what is being talked about and even where. NYT Times provided an example that analyzed Twitter feeds during the Super Bowl and sorted them by a variety of comparisons like team support and ad support. One Riot does searches and covers how hot the results are. It is search based on audience activity. Yelp reviews on food places. I have seen them many times when I look up restaurants.  Charlene added that they also rank the profilers so you can see the source. So I came away with a lot of useful new links. I hope these help you also. Here is the
  • Listening: Research to understand customers DelMonte pet owners community Surveys, forums Comment sections Monitoring Twitter, Facebook, Google Alerts Talking Using social media to spread messages about your company. Executive blogs Twitter Energizing Finding most enthusiastic supporters and enhance the value of word of mouth OBAMA Ratings and reviews widgets – amazon.com; sears Brand ambassadors – bzz agents, victoria’s secret Leveraging social networks (Facebook) Supporting Forums and wikis to help people support each other - Palm Embracing Integrating customers into the way the business works Help with design Linux/Mozilla Many of the above: Comcast has established a Twitter feed at Twitter/comcastcares. You can DM the guy who runs the feed with questions and he responds. They also go out and look for people having problems. Starbucks set up a community site called Mystarbuck.com. People can submit ideas and others can vote. Starbucks responds to questions on the site. Dell put search in their forum so people can better find stuff in the usual maze that forums offer. You can aggregate Twitter feeds to look across an audience to see what is being talked about and even where. NYT Times provided an example that analyzed Twitter feeds during the Super Bowl and sorted them by a variety of comparisons like team support and ad support. Yelp reviews on food places. I have seen them many times when I look up restaurants.  Charlene added that they also rank the profilers so you can see the source. So I came away with a lot of useful new links. I hope these help you also. Here is the
  • Customer Service Contact point for customers; catch problems early Community Outreach Pepopel in physical community are there already Patient Education Natural extension of mission Public Relations Media is there looking for story ideas and sources Crisis communications Take control of the message, keep community updated in real time
  • Paul’s blogroll; took time; exchange of links Crisis Communications Innovis Health, Fargo, North Dakota, threatened by flooding from the Red River. Water levels reached historic 40’+ levels; for several days, Innovis was the only hospital fully open in Fargo, site for Blackhawk helicopter evacuation landings, the Red Cross, a VA satellite office and more. The team has worked 24/7, gathering information from Innovis staff, writing the blog updates at innovishealth.wordpress.com and handling the Twitter feed, @innovishealth. In addition, they release critical announcements to an extensive traditional and social media networks.
  • “ The crisis has clearly proved the value of Social Media in several areas. First, it decreased demand from the media. Hospital phone lines need to remain open for emergency and family calls, and the blog cut down on many calls from local and national media. We point them to the blog with the promise that all announcements will be posted immediately. Next, these tools make it easy for us to manage communications remotely. We’re based in Minneapolis and our client is in Fargo, but we’re able to fully assist them and not be in the way. In addition, by creating this blog we are able to take control of the message. We don’t need to rely on the ability to reach preoccupied local media to publish updates, and there are no concerns about the message getting garbled. Finally, these tools can be quickly implemented. We created the blog and had it live with the first update in one hour . March 27 – April 1, over 5,000 people; Twitter feed: 255 followers, plus retweets In addition, there have been over 1,100 views by reporters of news releases pitched via social media distribution. 
  • Social networking activity should not interfere with work activities; companies can consider implementing monitoring software. Let employees know that their social networking activities outside of work may be monitored. Publication of information on social networking sites must comply with all company policies regarding ethics, privacy, and the protection of confidential and proprietary information. Don’t share company or client secrets. Do not make reference to company clients, customers, or partners without permission. On personal blogs, make clear that the views are the author’s, not the company’s. There should be no use of company logos and trademarks. Be respectful of your company, co-workers, competitors, and colleagues – online activities reflect upon the company. Respect copyright laws: cite sources Be transparent; don’t hide behind phony identities.
  • 1. – Conversations about your brand and products are happening everywhere.  You need to be part of the conversation. If H&R Block can make taxes social, your product can be social too. 2. – It doesn’t take a big budget to get started in social media marketing.  In fact, much of social media marketing is human capital.  Start by listening.  Set up Google Alerts to look for conversations about your brand or product.  Use TweetDeck and set up a brand search to monitor what is going on about your brand or product in the Twitterverse.  Then participate in the conversation; just remember to be authentic, honest and transparent.Take the first steps; engage in the conversation; you will learn more about how your brand or product fits into the social media space. 3. Integrated marketing vs. social media – There is a difference between an integrated marketing campaign that includes viral components or online/offline coordination and a social media program.  A marketing campaign has a short life; it is singular in desired action and is usually focused on demand generation.  A social media program is a commitment to engage and communicate with consumers where the consumer wants to communicate.  If you are going to start a marketing campaign with social elements versus a social media program, you must start with the end in mind.  The worst thing a marketer could do is build a group of fans, friends or followers without a clear exit strategy after the campaign is completed. 4. What works for one brand in social media does not mean it is right for another.  For example, the path of engagement with a movie franchise is very different than engaging consumers about taxes.  Remaining true to your brand promise is the best way to approach social media.  Utilize your brand promise as a guiding principle across all your social media efforts.  Reflect it in the content that you create, the tone that you use, and the programs that you develop.
  • 5. Social media programs can be a lot more cost efficient from a media budget standpoint, but, you still need human capital to run them.  In many cases you may be trading media $ for the human capital needed to run a program.  However, you do need to have some person dedicated to scanning and responding.  Ideally, that person is an employee of the company.  Why this should be an employee leads to the next tip. 6. – There have been many company backlashes by having your agency respond in the social media space.  Remember that the consumer wants to connect with you, not your agency.  Your agencies can monitor and identify opportunities, but it is the company that needs to respond – authenticity is key. 7. – Your legal department can be an ally or a roadblock.  What you need to understand is that in the area of social media there is not a lot of legal precedence to draw on.  This makes your legal department nervous because it is more difficult to know the best way to protect the company.  Solve for the risk. 8. D omino’s case: A good crisis management plan must begin with active monitoring.  Once a crisis has been detected, the brand will need to respond in a matter of hours not days.  Early action will help nip a crisis in the bud before it explodes into something larger.  No action or ignoring it will only exacerbate the issue.  A brand that is already active in social media will also carry more credibility and rally more supporters to come to the brand’s defense. 9 – Everyone is always focused on the ROI or return on the investment.  I have defined ROI a little differently in this new and emerging space as Risk Of Ignoring. There is an absolute change occurring in how we communicate and seek information as a society.  The millennial generation is the first digital native generation with very different expectations of companies and marketing.  In the not so distant future the millennials will be a larger purchasing demographic than the boomers.  Not understanding this segment will be detrimental for future marketers.

Transcript

  • 1. Surveying the landscapeMaking the right choicesIn new media Presented by Denterlein | Public Affairs
  • 2. Institutional Communications: Talking to people who are important to you Publications Marketing Earned media New media
  • 3. The history of social media
  • 4. Social and New Media: Tools to Seek Find Share information online
  • 5. Why consumers like social media• People trust “someone like me” more than authority figures in business, government, or media People trust “someone like me” more than authority figures in business, government, or media
  • 6. Word of mouth: Mayo Clinic91 people  40 people85 percent would recommendWord of mouth: 84 percentsource of infoREMEMBER:Social media eliminatesinertia and friction
  • 7. Why care about social media? Cost-effective Trust values Nimble Drives conversation Control Your audience is already there
  • 8. Patients+ DocsPatientsCost of healthcare + more hospitals =comparison shoppingNearly ½: What do others say about medicationor treatment?Docs• 89%: “an essential part of professional practice”• 64% smartphones• 41% research takes place online
  • 9. Meet the “grazer”Seven in ten Americans “get news” dailyEight in ten under 25 are grazersOn-demand: “answer my question!” Users = editorsWhere does information come from? Custom pages Aggregators Traditional sources Search engines
  • 10. New Expectations 93 percent – Should have a social media presence 85 percent – Should interact with consumers via social media 56 percent – Stronger connection/ better served by companies via social media Cone Business in Social Media Study
  • 11. NONEED
  • 12. Opportunity exists More outlets than before Self selection Trust values
  • 13. Pushing INFORMATIONTRUST Receiving
  • 14. Reconciling values? Health care Web 2.0Risk adverse Risk takingInformation from Information fromauthoritative services trusted networksLong deployment lead Quick deploymenttimesIP closely guarded Licenses have few restrictions
  • 15. Choose wisely, you mustWho do you want to reach?What will you accomplish?How will you enhance relationships?
  • 16. Audience Strategy Modality  …and only thenTechnology
  • 17. Strategy:Enhance the relationship Describe the [new] relationship Measure the desired impact Identify barriers
  • 18. ModalityFive types of tools Listening Talking Energizing Supporting Integrating
  • 19. Modality +Technology Listening Surveys; forums; monitoring Talking Corporate blogs; Twitter; RSS Energizing Obama, amazon.com Supporting Palm, HR Block Integrating Nissan; e-health
  • 20. UsingNew Media Case studies
  • 21.  Customer Service Community Outreach Patient Education Public Relations Crisis communications
  • 22. Innovis Health
  • 23. Policies1. I am your Boss the Company, and I will monitor your activity, for I have the right to protect My reputation2. Thou shalt comply: ethics, privacy, and proprietary information.3. Thou shalt state that thy views are thine own, not those of thy company’s.4. Thou shalt be respectful of thy company, co-workers, competitors, and colleagues, for thy online activities reflect upon the company.5. Thou shalt respect copyright laws
  • 24. Policies6. Thou shalt not allow these things to interfere with work activities7. Thou shalt not share company or client secrets8. Thou shalt not refer to company clients, patients, or partners without permission9. Thou shalt not use company logos and trademarks10. Thou shalt not hide behind phony identities
  • 25. The Understand: it’s happening Listen firstmoral The Marketing? Social media? Create your own strategyof the moral Invest in people Get legal early story of the Plan for crisis story
  • 26. Listening Google Reader Search tools Technorati Google (Alerts + Blogsearch) Mobile blog Utterz Conversation Twitter Social profile Facebook Biz profile LinkedIN Doc Sharing Google Docs Link Sharing del.icio.us + diggThank you, Chris Brogan Photosharing Flickr
  • 27. Agonizing about new media is like debating gravity
  • 28. ?Questions?
  • 29. Thank you!Lisa PollackVice PresidentDenterlein | Public Affairslpollack@denterleinworldwide.com617 482-0042