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    Demystifying Social Media Webinar 10-20-09 Demystifying Social Media Webinar 10-20-09 Presentation Transcript

    • 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?
    • 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
    • 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
      • 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
    •  
    • 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
    • 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
    • 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.
    • 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
    • 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
    • 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
    • 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
      • 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
    • 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
    • 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!
    • Developing a Social Media Marketing Plan
      • 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…
    • 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?
    • 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?
    • 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.
    • 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
      • 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
    • 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.
    • 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.
      • 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 – 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
    • Developing a Social Media Marketing Plan
      • 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
    • 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
      • 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
      Wall Street Journal Health Blog
      • A Few of My Favorite Things:
    • ICYou Video - http://tinyurl.com/6pcmyd
      • 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
    • 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
    • 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
    • “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
    • “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
    • 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
    • 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
      • 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
    • 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