Niatx saas

NIATX/SAASHow to Use Social Media and Measure its effectiveness
Claire Celsi
The Public Relations Project, LLC
Des Moines, Iowa

Claire Celsi
Public Relations & Social Media
Blogger:
www.publicrelationsprincess.com
Public Relations Counsel
Social Media Strategy
Crisis Management
Media Training
Message Management
News Junkie

What is Social Media?
Simply put…
“Social media is people building relationships online”

C
Stats Update
Facebook surpassing 500 million active users this month – and half of those people log in every day. 100 million users log in on a mobile device.
More than 2/3 of all Internet users in the U.S. have at least one social media account.
Twitter now has 190 million users, and generates 65 million tweets daily.
Linked In now has 70 million members.
Source: http://econsultancy.com/blog/6205-revised-mind-blowing-social-media-statistics-revisited-and-20+-more

Case Study - Iowa Lottery
Agenda
How to start a social media program
SM strategy and management
Creating effective content
Using social media in confidential settings

Starting a Social Media Program
Buy-in from board and CEO
Inclusion/Input
Budget/Staffing (free but not cheap)
Commitment level
Answer the simple question: Does it meet a need?
Your industry is process and outcomes oriented – which is somewhat anathema to social media

Hospitals vs. Treatment Centers
Hospitals have breached the invisible barrier
Marketing and public relations have a big role
Patients self-contribute testimonials
Have some fun already!
Piano playing couple at Mayo
http://www.youtube.com/watch?v=RI-l0tK8Ok0

Social Media Strategy & Management
Target Audience
Objectives (quantifiable)
Integration
Culture change
Capacity
Tools and Tactics
Measurement
Experiment

Target Audience
Age/Geographic location
What do they already know or believe about
your organization?
What key points do you want to make?
What new media tools are they already
using?
Do you need any more research?

Objectives
What do you want to accomplish?
How does new media objective complement
the goals and objectives in your organization’s
mission and communications plan?

Integration
Email
Website
Search Engine strategy
Public Relations
Government relations
Internal communications/policies

Culture Change
Embrace social media
Internal champions/organizational champion
Fears or concerns (legal or bias)
Rate of change
Level of authority behind effort (balance)
Commitment

Capacity
Who will implement social media strategy?
Can you allocate five hours per week?
Outside expertise may be needed
Content resources should be budgeted
Outside consulting
Video editing
Photo purchases
Prizes (actual prize and contest rules)

Tools and Tactics
Which tools best support your audience?
Which tools do you have the capacity for?

Measurement – Two Schools
Direct ROI – Sales model
Amount spent =
Amount gained in “new sales” or income
Thought Leadership Model
Influence
Customer service
Information sharing
Community resource
Vanquish misinformation
Provide industry visibility

Measurement – Monitoring Tools
Paid
Ca
Free
Radian 6
Alterian
Viral Heat
ListenLogic
Biz360
Google Alerts
Trackur
Search.Twitter.com
Social Mention
Facebook Search
Blogpulse

Metrics And Measurements
Actively friend and follow (x) per week
Engagement and feedback
Blogger interaction/comments
Change in tone/tenor of media coverage
Links in and out and blogroll
Mentions on other blogs and in the media
Increase in awareness of key messages

Social Media Channels
Repurpose existing video
Create topical messages, information on addiction and treatment
Refer to videos using Facebook and Twitter
Testimonials abundant online
Number two search engine behind Google

Facebook
Top of mind messages
News and information
Educational messages
Push out video and blog posts

Crowd sourcing
Top of mind messages
News and information
Educational messages
Push out video and blog posts

Issues Management
Hiring/recruiting
Confidentiality
Customer service challenges
Emergencies/Crisis

Crisis Management
To put out a social media fire, use social media water!

Content Creation
Blogging is the most effective method of creating content, publishing content and getting the attention of search engines
Use an editorial calendar to plan and manage blog content
Take advantage of topical news stories
Use Hootsuite to manage Twitter content
Facebook can replicate and amplify efforts

Confidentiality
Social media is just a tool
All the normal HIPAA rules apply
You’re not talking about individuals who are in treatment, rather issues, information
Use testimonials carefully and with disclaimers
Involve your legal team early and often
Remove questionable/controversial content upon request

Confidentiality
Social media policy should contain:
Best practices
Recommendations
HIPAA reminders
Approval process
If you’re in doubt, don’t post it
Be professional

What Does Success Look Like?
Depends on your objectives….
Create awareness
Community resource
More treatment referrals
Showcase leadership
More media coverage
Higher-quality applicants
Higher recovery rate

Aftercare Sites
Facebook
MySoberScene.com
AA

Options for Treatment/Support Groups
Facebook private groups
Ning: Read this: http://networkedblogs.com/5LpIV
Online journaling using private blogs
Skype
Mobile check in via text or Twitter

Spread Your Influence
Guest blogging
Blogroll (Linking to each other)
Friend, follow and interact with each other
Set and follow a schedule of friending and following health care professionals in your community
Hold community events together

Selecting a Social Media Consultant
Experience in other communications disciplines, especially public relations
Design and digital capacity
Proven results (don’t let them practice on you)
Integrity – Check references
Online influence

Pitfalls to Avoid
Jumping in without a plan
Never getting started – “Social media paralysis”
Individual-driven rather than institution driven
Too sales-y and not cooperative with the social media universe (cocktail party)
Don’t let an intern be in charge
Fear of criticism or controversy – be transparent

Free Resources
ThePort.com (non-profit webinars & resources)
Smartbrief on Social Media (sign up for email)
http://www.smartbrief.com/signup/
Mashable http://mashable.com/
Hubspot Web Grader http://websitegrader.com/
Facebook blog http://blog.facebook.com/
http://www.nonprofitmarketingguide.com/blog/
http://www.bethkanter.org

Free Resources
Presents!
Strategy worksheet
“How to do” social media handbook
This presentation

Thank you!Questions?Claire CelsiThe Public Relations Project LLCclaire.celsi@gmail.com@clairecelsi515-554-6754

Niatx saas

by clairecelsi on Oct 04, 2010

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Niatx saas — Presentation Transcript