Demystifying Social Media Webinar 10-20-09

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  • 1. Demystifying Social Media and Making It Relevant to Healthcare Marketing
  • 2.
    • Social Media Experts?
    • Social Media Authorities?
      • This is a moving target and we’re all working to catch up
    • How About Social Media Evangelists?
  • 3. How I Got Started?
  • 4. 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
  • 5. 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
  • 6.
    • 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
  • 7. 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
  • 8.  
  • 9. 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
  • 10. 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
  • 11. 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.
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16.
    • 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
  • 17. Social Media Marketing Plan
    • Mark Shelley and Dan Dunlop, “Developing a Social Media Marketing Plan,” Healthcare Marketing Advisor , August 2009
  • 18. 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
  • 19. 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!
  • 20. Developing a Social Media Marketing Plan
    • Step #3 - Define Audience and Stakeholders
    • How do they use social media?
  • 21. 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…
  • 22. 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?
  • 23. 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?
  • 24. 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.
  • 25. 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!
  • 26.
    • Step #8 - Plan Resource Allocation
    • It is not always about volume of posts or tweets. (Socialoomph.com)
  • 27. 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
  • 28. http://www.prlog.org/
  • 29.  
  • 30.  
  • 31.  
  • 32. http://www.linkedin.com
  • 33. LinkedIn Groups: http://www.linkedin.com/home?myGroups=&trk=hb_side_grps
  • 34. Healthcare Marketing LinkedIn Groups http://www.linkedin.com/home?myGroups=&trk=hb_side_grps
  • 35.  
  • 36.  
  • 37. Pitch Engine - Free Service
  • 38. 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.
  • 39. 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.
  • 40.
    • Content Creation/Measurement
  • 41. 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.
  • 42.
    • Step #10 – Monitoring Resources
    • BlogPulse
    • BackType Alerts
    • TweetBeep
    • BoardTracker
    • Social Mention
    • Facebook Lexicon
    • MonitorThis
    • Filtrbox
    • Meltwater News
    • Google Alerts
    • Yahoo Alerts
    • Socialoomph
  • 43. 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
  • 44. Developing a Social Media Marketing Plan
    • Step #11 - Policy
    • Also need a policy for physician and physician group activities on social media platforms
  • 45. 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
  • 46. 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
  • 47.
    • Case Study: LMC & The State Newspaper
  • 48.
    • Case Study: LMC & The State Newspaper
  • 49.
    • Case Study: LMC & The State Newspaper
  • 50.
    • Case Study: Tufts & BCBS of Massachusetts
  • 51.
    • Case Study: Tufts & BCBS of Massachusetts
  • 52.
    • Case Study: Tufts & BCBS of Massachusetts
  • 53.
    • Case Study: Tufts & BCBS of Massachusetts
  • 54.
    • Case Study: Tufts & BCBS of Massachusetts
  • 55.
    • Case Study: Tufts & BCBS of Massachusetts
    Wall Street Journal Health Blog
  • 56.
    • A Few of My Favorite Things:
  • 57. ICYou Video - http://tinyurl.com/6pcmyd
    • The YouTube of Healthcare
  • 58. 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
  • 59. Twitter Groups (twittgroups.com) http://twittgroups.com/group/hcmktg
  • 60. HootSuite.com
  • 61. TinyURL.com
  • 62. http://www.ning.com
  • 63. http://www.wordpress.com
  • 64. http://www.blogger.com
  • 65. Online PR Tools
    • PRLog - http://www.prlog.org
    • EPR-Network
    • FreshNews
    • Pitch Engine
    • Twitter
    • Linkedin
    • Flickr - Photo Sharing
  • 66. Some Common Concerns
  • 67. “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
  • 68. “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
  • 69. “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
  • 70. 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
  • 71. 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
  • 72.
    • 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
  • 73.
    • 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
  • 74. 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