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    Niatx saas Niatx saas Presentation Transcript

    • 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
    • Case Study - Iowa Lottery
      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
    • Case Study - Iowa Lottery
      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
    • Case Study - Iowa Lottery
      Social Media Strategy & Management
      • Target Audience
      • Objectives (quantifiable)
      • Integration
      • Culture change
      • Capacity
      • Tools and Tactics
      • Measurement
      • Experiment
    • Case Study - Iowa Lottery
      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?
    • Case Study - Iowa Lottery
      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?
    • Case Study - Iowa Lottery
      Integration
      • Email
      • Website
      • Search Engine strategy
      • Public Relations
      • Government relations
      • Internal communications/policies
    • Case Study - Iowa Lottery
      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
    • Case Study - Iowa Lottery
      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)
    • Case Study - Iowa Lottery
      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
      Case Study - Iowa Lottery
    • 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
    • Social Media Channels
    • Social Media Channels
      Facebook
      Top of mind messages
      News and information
      Educational messages
      Push out video and blog posts
    • Social Media Channels
    • Social Media Channels
      Crowd sourcing
      Top of mind messages
      News and information
      Educational messages
      Push out video and blog posts
    • Social Media Channels
    • 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