Case Study - Iowa Lottery Starting a Social Media Program
Buy-in from board and CEO
Budget/Staffing (free but not cheap)
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
Tools and Tactics
Case Study - Iowa Lottery Target Audience
What do they already know or believe about
What key points do you want to make?
What new media tools are they already
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
Search Engine strategy
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)
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
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.email@example.com@clairecelsi515-554-6754