Social Media for Caregivers

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What is social media all about? How can caregivers get involved in the latest web 2.0 trend?

Social Media caregivers was created to answer these questions. This presentation discusses how Web 2.0 has changed communication and how sites like Twitter, Facebook and YouTube are helping create caregiver communities.

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Social Media for Caregivers

  1. 1. Social media: Connectingwith your audiencePresented by Red Shoes PR, Inc.
  2. 2. 2 Presentation Overview!   Social media overview!   Consumer behavior in a digital world!   The art & science of social media!   Best practices
  3. 3. 3Social media defined!  Internet-based tools used for sharing and discussing information among people!  Activities that integrate technology, social interaction and the construction of words, pictures, videos and audio!  Information depends on the varied perspectives and “building” of shared meaning among communities - Wikipedia
  4. 4. Social media platforms!   Social Networking!   News & Bookmarking!   Blogs!   Microblogs!   Video Sharing!   Photo Sharing!   Wikis!   Geolocation tools!   Virtual Reality!   Social Gaming
  5. 5. 5 Shift of power The power to define and control a brandis shifting from corporations and institutions to individuals and communities
  6. 6. 6Social media is a conversationSocial media is a conversation online!   Look who’s talking: !  your employees !  your customers !  your critics !  your fans !  your competition.... !  anyone who has Internet access and an opinion.
  7. 7. 7 Social media is a channel!  The conversation on Social Media is not: !  controlled !  organized !  “on message”!  The conversation is: !  organic !  complex !  speaks in a human voice!  Social media is not a strategy or a tactic – it’s simply a channel
  8. 8. 8 Why you should care about social media!  87% trust a friend’s recommendation over a critic’s review - Marketing Sherpa!  3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research!  1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent * Slide courtesy of Digital Influence Group
  9. 9. 9According to a recent New YorkTimes article,“Internet users from all agegroups increased their use ofsocial networking fromDecember 2008 to May 2010,with use by people 18 to 33 risingto 83 percent, from 67 percent.But those in every generation 45and older more than doubledtheir participation. Adults 74 andolder who are online quadrupledtheir social networking presence,and that now stands at 16percent.”
  10. 10. 10 How do people make purchasing decisions today? Informationgathering through …
  11. 11. ecial sites a lso have sp cial n etworking they let tho se“So ecause lder users b ons find and talkappeal to o ical conditi ed same who have m o ne t hrough the to others who have g thing,” net ector o f the Inter said Lee Rainie, dir ject at the Pew Pro and A m erican Life nter. R esearch Ce 11
  12. 12. 12“TheInternet makes information available. Google makes information accessible.” - Hal Varian, Chief Economist at Google
  13. 13. 13How do consumers get their information in a digital world?When consumers face a challenge, they typically:1.  Google their question2.  Spend 20 minutes information gathering3.  Connect with someone from their social network through Facebook, LinkedIn, etc.
  14. 14. 14 The power of collective wisdom!  The value of network effects or the harnessing collecting intelligence!  “Groups are remarkably intelligent and are often smarter than the smartest people in them.” -James Suowiecki, The Wisdom of Crowds
  15. 15. 15 Think of today’s consumers as …!  Prosumers … they are proactively seeking information!  80% of health searchers seek information for themselves while 20% are caregivers –Bonnie Becker of Yahoo! Health!  And prosumers are not just seeking one source of information… they are seeking an average of 5 information sites!  They are looking to re-confirm information every step of the way on the Web.
  16. 16. 16 Be where the people are!  People are looking for online engagement … they expect it!  Organizations need to be where the people are being social!  In the “olden” days people had cocktail parties!  Today, people are socializing online
  17. 17. 17
  18. 18. 18 Social media is communications!  Communication basics includes:!  Someone who wants to send a message!  Someone who will receive a message!  Information in some form
  19. 19. 19!  Noise (anything that disrupts communication)!  Feedback (verbal and non-verbal)!  Replication (Replication is an approximate goal and philosophically not perfectly possible, though desired)!  Understanding
  20. 20. 20 !  You need to have a communications strategy !  Who is your target audience? !  What is your objective or outcome based thinking? !  What precisely do you want out of the process? !   What does the other person want? If I dont know, what are they likely to want? !  What is the least I will accept out of the process? What problems could come up in the process?
  21. 21. 21Communications is a 2-way conversation!  Not your organization speaking from a bullhorn!  It’s being present online and responsive!  Exactly like you would have in person with someone at a party!  Introduce yourself!  Do a lot of listening
  22. 22. 22!  How will I deal with each one, and if possible, use the problem as a BENEFIT for the other person?!   How will I bring the process to a conclusion?!  “The ability to build and maintain rapport in communication is one of the key skills of a master communicator.” –KevinHogan.net
  23. 23. 23Social media voice requires !  A compassionate voice of the organization !  A personality to go along with the voice !  The voice should represent your organization !  Understand the social media “rules of engagement”
  24. 24. 24Rules of engagement!  Share information freely!  Give credit where credit is due!  Respond and engage!  Respect!  Build relationships
  25. 25. 25
  26. 26. There is a method to the social media madness Picture your website as the hub of all your online and real-life activities
  27. 27. How can 27you createpull to yourwebsite?!  Through engagement!  Through social media channels!  Utilize your social media channels as a lead funnel for customers to find you online and … in person.
  28. 28. 28Remember …
  29. 29. 29 If the website is your hub!  Social media channels are the spokes!  Use these spokes to drive traffic back to your website
  30. 30. 30Create leadsto create action !  Compel existing customers or new customers to take action !  Cross integrate information along the way !  Capture viewers/readers information to connect and follow up
  31. 31. 31 Seeding content !   Determine “key words” or search terms your customers are using to seek information!  Seek all existing content on website and social media channels for SEO (Search Engine Optimization)!  Consistency equals higher ranking on Google search engine
  32. 32. 32Credibility ofsearch rankings!  How often do you go beyond page 1 on Google pages for reference?!  Typically, consumers think the higher the ranking the more credibility!  It’s like an online recommendation
  33. 33. The Golden Triangle
  34. 34. Questions? Please contact usRed Shoes PR, Inc.www.redshoespr.comEmail: pr@redshoespr.comTwitter: @RedShoesPRFacebook: www.facebook.com/redshoespr

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