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#CUminiMBA

MINI MBA

CLEMSON AT THE FALLS | 11-1-13
BOBBY RETTEW

Thursday, November 7, 13
WHY USE SOCIAL MEDIA?
57% of people indicated a social media connection
with a hospital has a strong impact on their decision
to seek treatment....
81% of consumers believe that if a hospital has a
strong social media presence, they are likely to be
more cutting edge, c...
BARRIERS TO SUCCESS
MAY 2007

JUNE 2009

iPhone

OCTOBER 2011

iPhone 3GS
JULY 2008

iPhone 3G

iPhone 4S

JUNE 2010

SEPTEMBER 2012

iPhone 4...
FORMULA FOR SUCCESS
•

Understand the audience on different channels

•

Focus on the content

•

Follow the rule of 70 li...
1

UNDERSTAND YOUR
AUDIENCE
source: http://argylesocial.com/landing/social-timing-insights-infographic
2

FOCUS ON THE
CONTENT
CONTENT GOALS?
• Inform

• Appointment

• Educate

• Physician Alignment

• Comments

• Reviews

• Sign-ups
• Thought

lea...
WHO SHOULD CREATE
CONTENT?
SUCCESS?
• Prior

experience

• Don’t

text

make it always about

• Ongoing
• Report
• Make

support

back

them a big de...
3

FOLLOW THE RULE
OF 70/20/10
•

42 Minutes to listen and research

•

12 Minutes to share what you find

•

6 Minutes to promote relevant
knowledge you ...
THE 70: THE FIRST 42
• Market

intelligence

• Identification
• New

connections

• Answers
•A

of best practices and trend...
THE 20: THE SECOND 12
•

A retweet or modified tweet

•

Sharing on Facebook

•

Commenting on a blog

•

A repin on Pinter...
THE 10: THE FINAL 6
People do business with those they trust.
Build trust first.
4

MANAGE IN TEAMS
FOR CROSS
COLLABORATION
WHO IS ON THE TEAM?
• HR

• Facilities

• Recruitment

• Leadership/

• Risk
• Marketing
• Administration
• IT

Executive
COLLABORATE ACROSS
ORGANIZATION
5

MEASURE ANALYTICS
TO VALIDATE TIME,
ENERGY AND EFFORT
IDENTIFY WHAT TO MEASURE
VOLUME
• Number
• Time

of visitors

on site

• Number

of fans

• Number

of followers

• Page

views

• Impressions
ENGAGEMENT
• Retweets

• Form

• Repins

• Seminar

• Comments

• Review

• Likes

on posts

completion
registration

subm...
via @chrisboyer
Why Social/Digital - Clemson MiniMBA Fall 2013
Why Social/Digital - Clemson MiniMBA Fall 2013
Why Social/Digital - Clemson MiniMBA Fall 2013
Why Social/Digital - Clemson MiniMBA Fall 2013
Why Social/Digital - Clemson MiniMBA Fall 2013
Why Social/Digital - Clemson MiniMBA Fall 2013
Why Social/Digital - Clemson MiniMBA Fall 2013
Why Social/Digital - Clemson MiniMBA Fall 2013
Why Social/Digital - Clemson MiniMBA Fall 2013
Why Social/Digital - Clemson MiniMBA Fall 2013
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Why Social/Digital - Clemson MiniMBA Fall 2013

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Marketing changes faster than consumers and businesses have the ability to adapt to emergent technologies. Marketing fundamentally builds a common language around offered products and services. You will apply new communication methods so you will be better skilled to effectively communicate your message. This session teaches you how to use and apply advanced marketing concepts in social spaces.

Bobby Rettew is a multiple Emmy award-winning multimedia producer with a background in corporate marketing communications, public relations, social media, new media, television news, and visual storytelling. His journalist experience in broadcast has transformed his approach as a digital storyteller where he has helped organizations identify compelling, effective messages. Bobby is also an Adjunct Instructor at Clemson University where he teaches for the MBA and MBAe Programs. Bobby holds both a BS in Mathematics and an MA in Professional Communications from Clemson University.

http://thinkclemson.com/events/mini_mba_program/

Published in: Education, Technology, Business
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Transcript of "Why Social/Digital - Clemson MiniMBA Fall 2013"

  1. 1. #CUminiMBA MINI MBA CLEMSON AT THE FALLS | 11-1-13 BOBBY RETTEW Thursday, November 7, 13
  2. 2. WHY USE SOCIAL MEDIA?
  3. 3. 57% of people indicated a social media connection with a hospital has a strong impact on their decision to seek treatment. Consumers’ Use, Preference and Expectations of Hospital Social Media - YouGov Research, July 2011
  4. 4. 81% of consumers believe that if a hospital has a strong social media presence, they are likely to be more cutting edge, creating a halo effect. Consumers’ Use, Preference and Expectations of Hospital Social Media - YouGov Research, July 2011
  5. 5. BARRIERS TO SUCCESS
  6. 6. MAY 2007 JUNE 2009 iPhone OCTOBER 2011 iPhone 3GS JULY 2008 iPhone 3G iPhone 4S JUNE 2010 SEPTEMBER 2012 iPhone 4 iPhone 5 MARCH 2010 iPad MARCH 2011 iPad2 MARCH 2012 iPad3 NOVEMBER 2012 1.1.1995 6.30.2013 iPad4/iPad mini AUGUST 1995 Windows 95 JUNE 1998 OCTOBER 2001 Windows 98 Windows XP 9.11.2011 President William J. Clinton APRIL 1995 America Online 11.30.2006 2000 Digital Broadband Available 1995-2004 Slower Adoption Cycles Windows Vista President George W. Bush JANUARY 2004 Facebook JULY 2005 YouTube JULY 2009 Windows 7 OCTOBER 2012 Windows 8 President Barak H. Obama JULY 2006 Twitter DECEMBER 2010 Facebook– 400 Million Users 2004-2013 Rapid Adoption Cycles (fueled by ubiquitous digital access) OCTOBER 2012 Facebook– 1 Billion Monthly Users
  7. 7. FORMULA FOR SUCCESS • Understand the audience on different channels • Focus on the content • Follow the rule of 70 listen/20 share/10 self-promote • Manage in teams for cross collaboration • Include stakeholders often • Measure analytics to validate time, energy and effort
  8. 8. 1 UNDERSTAND YOUR AUDIENCE
  9. 9. source: http://argylesocial.com/landing/social-timing-insights-infographic
  10. 10. 2 FOCUS ON THE CONTENT
  11. 11. CONTENT GOALS? • Inform • Appointment • Educate • Physician Alignment • Comments • Reviews • Sign-ups • Thought leadership
  12. 12. WHO SHOULD CREATE CONTENT?
  13. 13. SUCCESS? • Prior experience • Don’t text make it always about • Ongoing • Report • Make support back them a big deal • Manager support • Make it part of a larger plan • Make it exclusive • Tie content to the larger marketing plan • Be flexible/decide when good enough is good enough
  14. 14. 3 FOLLOW THE RULE OF 70/20/10
  15. 15. • 42 Minutes to listen and research • 12 Minutes to share what you find • 6 Minutes to promote relevant knowledge you have
  16. 16. THE 70: THE FIRST 42 • Market intelligence • Identification • New connections • Answers •A of best practices and trends to questions custom news feed
  17. 17. THE 20: THE SECOND 12 • A retweet or modified tweet • Sharing on Facebook • Commenting on a blog • A repin on Pinterest • Posting to groups on both Facebook and LinkedIn • Commenting on Facebook and LinkedIn updates/questions
  18. 18. THE 10: THE FINAL 6 People do business with those they trust. Build trust first.
  19. 19. 4 MANAGE IN TEAMS FOR CROSS COLLABORATION
  20. 20. WHO IS ON THE TEAM? • HR • Facilities • Recruitment • Leadership/ • Risk • Marketing • Administration • IT Executive
  21. 21. COLLABORATE ACROSS ORGANIZATION
  22. 22. 5 MEASURE ANALYTICS TO VALIDATE TIME, ENERGY AND EFFORT
  23. 23. IDENTIFY WHAT TO MEASURE
  24. 24. VOLUME • Number • Time of visitors on site • Number of fans • Number of followers • Page views • Impressions
  25. 25. ENGAGEMENT • Retweets • Form • Repins • Seminar • Comments • Review • Likes on posts completion registration submission
  26. 26. via @chrisboyer
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