Demystifying Social Media and Making It Relevant to Healthcare Marketing

Social Media Experts? Social Media Authorities? This is a moving target and we’re all working to catch up How About Social Media Evangelists?

Social Media Experts?

Social Media Authorities?

This is a moving target and we’re all working to catch up

How About Social Media Evangelists?

How I Got Started?

Why Is Social Media Relevant? Marketing is being redefined Moving from monologue to dialogue Conversations are happening without us Engagement is what we’re after This is a gift Your absence is conspicuous The quality of information being shared is suspect

Marketing is being redefined

Moving from monologue to dialogue

Conversations are happening without us

Engagement is what we’re after

This is a gift

Your absence is conspicuous

The quality of information being shared is suspect

A Curse and a Blessing Truly a gift to marketers This is real world - good and bad Hive Marketing - brand evangelists Motivate and activate brand advocates - grateful patients Turn them into citizen journalists; more credible A tool with numerous applications

Truly a gift to marketers

This is real world - good and bad

Hive Marketing - brand evangelists

Motivate and activate brand advocates - grateful patients

Turn them into citizen journalists; more credible

A tool with numerous applications

Who’s using social media? Two out of every three Web users 10% of all Internet usage Time spent on social sites growing three times as fast as general Internet usage 35-49 year olds are Facebook’s fastest growing demo and makeup one-third of the audience In 2008 Facebook added twice as many 50-60 year olds (14 million) as 18 year olds

Who’s using social media?

Two out of every three Web users

10% of all Internet usage

Time spent on social sites growing three times as fast as general Internet usage

35-49 year olds are Facebook’s fastest growing demo and makeup one-third of the audience

In 2008 Facebook added twice as many 50-60 year olds (14 million) as 18 year olds

Online Patient Communities PatientsLikeMe.com Medhelp.org DailyStrength.org Organizedwisdom.com Everydayhealth.com Revolutionhealth.com ACOR.org HealthAngle.com Article yesterday in The Washington Post

PatientsLikeMe.com

Medhelp.org

DailyStrength.org

Organizedwisdom.com

Everydayhealth.com

Revolutionhealth.com

ACOR.org

HealthAngle.com

A Curse? Andrew Keen - “The Anti-Christ of Silicon Valley” “ The Cult of the Amateur” Distrusts the wisdom of the crowd The demise of the expert Loss of authoritative sources The Great Seduction: http://andrewkeen.typepad.com

Andrew Keen - “The Anti-Christ of Silicon Valley”

“ The Cult of the Amateur”

Distrusts the wisdom of the crowd

The demise of the expert

Loss of authoritative sources

The Great Seduction: http://andrewkeen.typepad.com

Kerry - Cancer Patient Essiac Tea - Alternative treatment for cancer Lots of chatter on cancer patient online communities National Cancer Institute studies showed that it actually promotes tumor growth

Essiac Tea - Alternative treatment for cancer

Lots of chatter on cancer patient online communities

National Cancer Institute studies showed that it actually promotes tumor growth

Why Social Media for Healthcare? Today, your reputation lives online. Shouldn’t you be part of the conversation? That’s where you’ll find your patients and employees.

Today, your reputation lives online. Shouldn’t you be part of the conversation? That’s where you’ll find your patients and employees.

Why Social Media for Healthcare? Consumer-driven healthcare More skin in the game Unprecedented access to information Changing patient and consumer expectations Expectation of participation in care

Consumer-driven healthcare

More skin in the game

Unprecedented access to information

Changing patient and consumer expectations

Expectation of participation in care

Why Social Media for Healthcare? New channels to voice displeasure - or pleasure To manage your brand, you need to know what’s being said Social media word-of-mouth has greater credibility and authenticity Old school marketing has less credibility

New channels to voice displeasure - or pleasure

To manage your brand, you need to know what’s being said

Social media word-of-mouth has greater credibility and authenticity

Old school marketing has less credibility

What I See Happening Today Haphazard development of social media The rush to social media (ebennett.org) 391 hospitals using social media 194 YouTube channels 203 Facebook pages 284 Twitter Accounts 44 Blogs

Haphazard development of social media

The rush to social media (ebennett.org)

391 hospitals using social media

194 YouTube channels

203 Facebook pages

284 Twitter Accounts

44 Blogs

Our Mantra: Be Strategic The social web offers another set of tools in your tool box Integration is key Look before you leap Program: flexible and dynamic, but not haphazard

The social web offers another set of tools in your tool box

Integration is key

Look before you leap

Program: flexible and dynamic, but not haphazard

Our Approach Step 1 -Strategic planning Definition of audiences Determination of social channels to be used Step 2 - Channel creation Building branded pages Step 3 - Content creation and monitoring Weekly content calendars Weekly key stat measurement

Our Approach

Step 1 -Strategic planning

Definition of audiences

Determination of social channels to be used

Step 2 - Channel creation

Building branded pages

Step 3 - Content creation and monitoring

Weekly content calendars

Weekly key stat measurement

Social Media Marketing Plan Mark Shelley and Dan Dunlop, “Developing a Social Media Marketing Plan,” Healthcare Marketing Advisor , August 2009

Mark Shelley and Dan Dunlop, “Developing a Social Media Marketing Plan,” Healthcare Marketing Advisor , August 2009

Developing a Social Media Marketing Plan Step #1 - Participate It will be difficult to develop a plan, and sell the value of a plan, if you aren’t engaged in the medium

Step #1 - Participate

It will be difficult to develop a plan, and sell the value of a plan, if you aren’t engaged in the medium

Developing a Social Media Marketing Plan Step #2 - Culture Preparedness Assess you organization’s appetite for social media. Risk averse? Fear in the C-suite? Then begin bringing them along. They’ll appreciate a strategy!

Step #2 - Culture Preparedness

Assess you organization’s appetite for social media. Risk averse? Fear in the C-suite?

Then begin bringing them along.

They’ll appreciate a strategy!

Developing a Social Media Marketing Plan Step #3 - Define Audience and Stakeholders How do they use social media?

Step #3 - Define Audience and Stakeholders

How do they use social media?

Developing a Social Media Marketing Plan Step #4 - Objectives & Goals What are you trying to achieve? It may vary by audience. Grateful patients, board members, employees, influentials, referring physicians, media…

Step #4 - Objectives & Goals

What are you trying to achieve? It may vary by audience. Grateful patients, board members, employees, influentials, referring physicians, media…

Developing a Social Media Marketing Plan Step #5 - Desired Outcomes What does success look like? Increase in brand awareness or preference, enhance search engine rankings, web traffic, engagement, patient volumes, brand positioning?

Step #5 - Desired Outcomes

What does success look like? Increase in brand awareness or preference, enhance search engine rankings, web traffic, engagement, patient volumes, brand positioning?

Developing a Social Media Marketing Plan Step #6 - Channel Selection Don’t try to do everything. Be strategic in resource allocation. What channels allow you to achieve your objectives?

Step #6 - Channel Selection

Don’t try to do everything. Be strategic in resource allocation. What channels allow you to achieve your objectives?

Developing a Social Media Marketing Plan Step #7 - Integration How will you integrate the program with your other Marcom efforts? Don’t forget PR and internal communication. Also, recruitment marketing.

Step #7 - Integration

How will you integrate the program with your other Marcom efforts? Don’t forget PR and internal communication. Also, recruitment marketing.

Developing a Social Media Marketing Plan Step #8 - Plan Resource Allocation Avoid social media burnout before it occurs. Design a sustainable program. Learn to repurpose content!

Step #8 - Plan Resource Allocation

Avoid social media burnout before it occurs. Design a sustainable program.

Learn to repurpose content!

Step #8 - Plan Resource Allocation It is not always about volume of posts or tweets. (Socialoomph.com)

Step #8 - Plan Resource Allocation

It is not always about volume of posts or tweets. (Socialoomph.com)

Repurposing Content Press release on PRLog Use share function Post on Twitter and Facebook with one click (del.icio.us, digg, stumbleupon, newsvine, squidoo) Distribute via LinkedIn Groups as “news” or “discussion” using PRLog small URL

Press release on PRLog

Use share function

Post on Twitter and Facebook with one click (del.icio.us, digg, stumbleupon, newsvine, squidoo)

Distribute via LinkedIn Groups as “news” or “discussion” using PRLog small URL

http://www.prlog.org/

http://www.linkedin.com

LinkedIn Groups: http://www.linkedin.com/home?myGroups=&trk=hb_side_grps

Healthcare Marketing LinkedIn Groups http://www.linkedin.com/home?myGroups=&trk=hb_side_grps

Pitch Engine - Free Service

Same Process Repurposing Video Post to your website YouTube & ICYou.com Facebook Group Your blog Post link on LinkedIn Groups Use VodPod to capture news videos Etc.

Post to your website

YouTube & ICYou.com

Facebook Group

Your blog

Post link on LinkedIn Groups

Use VodPod to capture news videos

Etc.

Developing a Social Media Marketing Plan Step #9 - Measure Develop metrics: Google Analytics, technorati blog rankings, followers, friend counts, fans, engagement, etc. Also measure your activity: posts, tweets, etc.

Step #9 - Measure

Develop metrics: Google Analytics, technorati blog rankings, followers, friend counts, fans, engagement, etc. Also measure your activity: posts, tweets, etc.

Content Creation/Measurement

Content Creation/Measurement

Developing a Social Media Marketing Plan Step #10 - Monitor Track conversations happening online. Socialmention.com, Filtrbox, MonitorThis, etc. Google Alerts at a minimum. Have a process for this.

Step #10 - Monitor

Track conversations happening online. Socialmention.com, Filtrbox, MonitorThis, etc. Google Alerts at a minimum. Have a process for this.

Step #10 – Monitoring Resources BlogPulse BackType Alerts TweetBeep BoardTracker Social Mention Facebook Lexicon MonitorThis Filtrbox Meltwater News Google Alerts Yahoo Alerts Socialoomph

Step #10 – Monitoring Resources

BlogPulse

BackType Alerts

TweetBeep

BoardTracker

Social Mention

Facebook Lexicon

MonitorThis

Filtrbox

Meltwater News

Google Alerts

Yahoo Alerts

Socialoomph

Developing a Social Media Marketing Plan Step #11 – Policy Employee social media policy. Check out Mayo Clinic’s policies online at http://sharing.mayoclinic.org/guidelines/for-mayo-clinic-employees/ Chris Boudreaux online database of organizations’ policies: http://socialmediagovernance.com/policies. php

Step #11 – Policy

Employee social media policy. Check out Mayo Clinic’s policies online at http://sharing.mayoclinic.org/guidelines/for-mayo-clinic-employees/

Chris Boudreaux online database of organizations’ policies: http://socialmediagovernance.com/policies. php

Developing a Social Media Marketing Plan Step #11 - Policy Also need a policy for physician and physician group activities on social media platforms

Step #11 - Policy

Also need a policy for physician and physician group activities on social media platforms

Putting Social Media to Work Crisis Communication - Build up online communities in anticipation of the need to inform and activate brand advocates Brand Advocacy/Positive Buzz - Funnel quality information about your brand to constituents (hive marketing); this includes internal audiences

Crisis Communication - Build up online communities in anticipation of the need to inform and activate brand advocates

Brand Advocacy/Positive Buzz - Funnel quality information about your brand to constituents (hive marketing); this includes internal audiences

Putting Social Media to Work Communicate Key Messages Quality and Patient Safety Patient- and Family-Centered Care Etc. Elicit feedback from the market place Provide access to quality health info Educate and build preference for services Meet consumer expectations Humanize your institution

Communicate Key Messages

Quality and Patient Safety

Patient- and Family-Centered Care

Etc.

Elicit feedback from the market place

Provide access to quality health info

Educate and build preference for services

Meet consumer expectations

Humanize your institution

Case Study: LMC & The State Newspaper

Case Study: LMC & The State Newspaper

Case Study: LMC & The State Newspaper

Case Study: LMC & The State Newspaper

Case Study: LMC & The State Newspaper

Case Study: LMC & The State Newspaper

Case Study: Tufts & BCBS of Massachusetts

Case Study: Tufts & BCBS of Massachusetts

Case Study: Tufts & BCBS of Massachusetts

Case Study: Tufts & BCBS of Massachusetts

Case Study: Tufts & BCBS of Massachusetts

Case Study: Tufts & BCBS of Massachusetts

Case Study: Tufts & BCBS of Massachusetts

Case Study: Tufts & BCBS of Massachusetts

Case Study: Tufts & BCBS of Massachusetts

Case Study: Tufts & BCBS of Massachusetts

Case Study: Tufts & BCBS of Massachusetts Wall Street Journal Health Blog

Case Study: Tufts & BCBS of Massachusetts

A Few of My Favorite Things:

A Few of My Favorite Things:

ICYou Video - http://tinyurl.com/6pcmyd The YouTube of Healthcare

The YouTube of Healthcare

Flip Video Size of a cell phone Great for recording docs USB jack - immediate download to computer Upload videos to YouTube, ICYou Video, Facebook and your blog Record press conferences Hospital events

Size of a cell phone

Great for recording docs

USB jack - immediate download to computer

Upload videos to YouTube, ICYou Video, Facebook and your blog

Record press conferences

Hospital events

Twitter Groups (twittgroups.com) http://twittgroups.com/group/hcmktg

HootSuite.com

TinyURL.com

http://www.ning.com

http://www.wordpress.com

http://www.blogger.com

Online PR Tools PRLog - http://www.prlog.org EPR-Network FreshNews Pitch Engine Twitter Linkedin Flickr - Photo Sharing

PRLog - http://www.prlog.org

EPR-Network

FreshNews

Pitch Engine

Twitter

Linkedin

Flickr - Photo Sharing

Some Common Concerns

“What If Someone Says Something Bad?” They’re going to speak out whether you provide a forum or not Wouldn’t you rather know what’s being said? Most likely, five people will jump in and say something good Difference between a brand detractor and an unhappy customer

They’re going to speak out whether you provide a forum or not

Wouldn’t you rather know what’s being said?

Most likely, five people will jump in and say something good

Difference between a brand detractor and an unhappy customer

“It Will take Too Much Time.” A partial truth Be strategic in your use of social media Repurpose content: Website Blog Facebook TweetLater (www.socialoomph.com), pre-date blog posts

A partial truth

Be strategic in your use of social media

Repurpose content:

Website

Blog

Facebook

TweetLater (www.socialoomph.com), pre-date blog posts

“It’s Too Compicated and Only for Tech-Savvy People.” If I can do it, anyone can do it Start by getting involved Join Facebook if you’re not already there Get a feel for social media Start a blog but don’t make it public; live with it for a while

If I can do it, anyone can do it

Start by getting involved

Join Facebook if you’re not already there

Get a feel for social media

Start a blog but don’t make it public; live with it for a while

Social Media Resouces Burrelles Luce - Free on-demand webinars on social media: “Adding Twitter to your strategic PR toolbox” White Papers everywhere - Vocus, Nielsen, McKinsey Quarterly, Burrelles Luce, Deloitte

Burrelles Luce - Free on-demand webinars on social media: “Adding Twitter to your strategic PR toolbox”

White Papers everywhere - Vocus, Nielsen, McKinsey Quarterly, Burrelles Luce, Deloitte

Social Media Resouces Center for Media Research - Free research briefs on social media. www.mediapost.com Healthleaders Media - Free eNewsletters and online content www.Ragan.com - Daily headlines PublicityInsider.com - Free webinars Business Wire - Free webinar series Vocus - Free webinars

Center for Media Research - Free research briefs on social media. www.mediapost.com

Healthleaders Media - Free eNewsletters and online content

www.Ragan.com - Daily headlines

PublicityInsider.com - Free webinars

Business Wire - Free webinar series

Vocus - Free webinars

Good Reading Groundswell , Charlene Li & Josh Bernoff Join the Conversation , Joseph Jaffe Social Media is a Cocktail Party , Jim Tobin and Lisa Braziel PR 2.0 , Deirdre Breakenridge The New Rules of Marketing & PR , David Meerman Scott

Good Reading

Groundswell , Charlene Li & Josh Bernoff

Join the Conversation , Joseph Jaffe

Social Media is a Cocktail Party , Jim Tobin and Lisa Braziel

PR 2.0 , Deirdre Breakenridge

The New Rules of Marketing & PR , David Meerman Scott

Summary: A Few Sins of Social Media Haste - Don’t start without a plan Fear - You can’t be afraid to lose control Apathy - Don’t stick your head I the sand; especially at the C-suite level Sloth - Content must be updated Gluttony - Don’t take on too much too fast

Summary: A Few Sins of Social Media

Haste - Don’t start without a plan

Fear - You can’t be afraid to lose control

Apathy - Don’t stick your head I the sand; especially at the C-suite level

Sloth - Content must be updated

Gluttony - Don’t take on too much too fast

Website: Email: Twitter: Phone: 919-929-0225 Dan Dunlop, President Jennings http://healthcaremarketing.ning.com http://thehealthcaremarketer.wordpress.com www.jenningsco.com [email_address] @dandunlop