Demystifying Social Media Webinar 10-20-09


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Demystifying Social Media Webinar 10-20-09

  1. 1. Demystifying Social Media and Making It Relevant to Healthcare Marketing
  2. 2. <ul><li>Social Media Experts? </li></ul><ul><li>Social Media Authorities? </li></ul><ul><ul><li>This is a moving target and we’re all working to catch up </li></ul></ul><ul><li>How About Social Media Evangelists? </li></ul>
  3. 3. How I Got Started?
  4. 4. Why Is Social Media Relevant? <ul><li>Marketing is being redefined </li></ul><ul><ul><ul><li>Moving from monologue to dialogue </li></ul></ul></ul><ul><ul><ul><li>Conversations are happening without us </li></ul></ul></ul><ul><li>Engagement is what we’re after </li></ul><ul><li>This is a gift </li></ul><ul><li>Your absence is conspicuous </li></ul><ul><li>The quality of information being shared is suspect </li></ul>
  5. 5. A Curse and a Blessing <ul><li>Truly a gift to marketers </li></ul><ul><li>This is real world - good and bad </li></ul><ul><li>Hive Marketing - brand evangelists </li></ul><ul><li>Motivate and activate brand advocates - grateful patients </li></ul><ul><li>Turn them into citizen journalists; more credible </li></ul><ul><li>A tool with numerous applications </li></ul>
  6. 6. <ul><li>Who’s using social media? </li></ul><ul><ul><li>Two out of every three Web users </li></ul></ul><ul><ul><li>10% of all Internet usage </li></ul></ul><ul><ul><li>Time spent on social sites growing three times as fast as general Internet usage </li></ul></ul><ul><ul><li>35-49 year olds are Facebook’s fastest growing demo and makeup one-third of the audience </li></ul></ul><ul><ul><li>In 2008 Facebook added twice as many 50-60 year olds (14 million) as 18 year olds </li></ul></ul>
  7. 7. Online Patient Communities <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>Article yesterday in The Washington Post
  8. 9. A Curse? <ul><li>Andrew Keen - “The Anti-Christ of Silicon Valley” </li></ul><ul><li>“ The Cult of the Amateur” </li></ul><ul><li>Distrusts the wisdom of the crowd </li></ul><ul><li>The demise of the expert </li></ul><ul><li>Loss of authoritative sources </li></ul><ul><li>The Great Seduction: </li></ul>
  9. 10. Kerry - Cancer Patient <ul><li>Essiac Tea - Alternative treatment for cancer </li></ul><ul><li>Lots of chatter on cancer patient online communities </li></ul><ul><li>National Cancer Institute studies showed that it actually promotes tumor growth </li></ul>
  10. 11. Why Social Media for Healthcare? <ul><li>Today, your reputation lives online. Shouldn’t you be part of the conversation? That’s where you’ll find your patients and employees. </li></ul>
  11. 12. Why Social Media for Healthcare? <ul><li>Consumer-driven healthcare </li></ul><ul><li>More skin in the game </li></ul><ul><li>Unprecedented access to information </li></ul><ul><li>Changing patient and consumer expectations </li></ul><ul><li>Expectation of participation in care </li></ul>
  12. 13. Why Social Media for Healthcare? <ul><li>New channels to voice displeasure - or pleasure </li></ul><ul><li>To manage your brand, you need to know what’s being said </li></ul><ul><li>Social media word-of-mouth has greater credibility and authenticity </li></ul><ul><li>Old school marketing has less credibility </li></ul>
  13. 14. What I See Happening Today <ul><li>Haphazard development of social media </li></ul><ul><li>The rush to social media ( </li></ul><ul><ul><li>391 hospitals using social media </li></ul></ul><ul><ul><li>194 YouTube channels </li></ul></ul><ul><ul><li>203 Facebook pages </li></ul></ul><ul><ul><li>284 Twitter Accounts </li></ul></ul><ul><ul><li>44 Blogs </li></ul></ul>
  14. 15. Our Mantra: Be Strategic <ul><li>The social web offers another set of tools in your tool box </li></ul><ul><li>Integration is key </li></ul><ul><li>Look before you leap </li></ul><ul><li>Program: flexible and dynamic, but not haphazard </li></ul>
  15. 16. <ul><li>Our Approach </li></ul><ul><ul><li>Step 1 -Strategic planning </li></ul></ul><ul><ul><ul><li>Definition of audiences </li></ul></ul></ul><ul><ul><ul><li>Determination of social channels to be used </li></ul></ul></ul><ul><ul><li>Step 2 - Channel creation </li></ul></ul><ul><ul><ul><li>Building branded pages </li></ul></ul></ul><ul><ul><li>Step 3 - Content creation and monitoring </li></ul></ul><ul><ul><ul><li>Weekly content calendars </li></ul></ul></ul><ul><ul><ul><li>Weekly key stat measurement </li></ul></ul></ul>
  16. 17. Social Media Marketing Plan <ul><li>Mark Shelley and Dan Dunlop, “Developing a Social Media Marketing Plan,” Healthcare Marketing Advisor , August 2009 </li></ul>
  17. 18. Developing a Social Media Marketing Plan <ul><li>Step #1 - Participate </li></ul><ul><li>It will be difficult to develop a plan, and sell the value of a plan, if you aren’t engaged in the medium </li></ul>
  18. 19. Developing a Social Media Marketing Plan <ul><li>Step #2 - Culture Preparedness </li></ul><ul><li>Assess you organization’s appetite for social media. Risk averse? Fear in the C-suite? </li></ul><ul><li>Then begin bringing them along. </li></ul><ul><li>They’ll appreciate a strategy! </li></ul>
  19. 20. Developing a Social Media Marketing Plan <ul><li>Step #3 - Define Audience and Stakeholders </li></ul><ul><li>How do they use social media? </li></ul>
  20. 21. Developing a Social Media Marketing Plan <ul><li>Step #4 - Objectives & Goals </li></ul><ul><li>What are you trying to achieve? It may vary by audience. Grateful patients, board members, employees, influentials, referring physicians, media… </li></ul>
  21. 22. Developing a Social Media Marketing Plan <ul><li>Step #5 - Desired Outcomes </li></ul><ul><li>What does success look like? Increase in brand awareness or preference, enhance search engine rankings, web traffic, engagement, patient volumes, brand positioning? </li></ul>
  22. 23. Developing a Social Media Marketing Plan <ul><li>Step #6 - Channel Selection </li></ul><ul><li>Don’t try to do everything. Be strategic in resource allocation. What channels allow you to achieve your objectives? </li></ul>
  23. 24. Developing a Social Media Marketing Plan <ul><li>Step #7 - Integration </li></ul><ul><li>How will you integrate the program with your other Marcom efforts? Don’t forget PR and internal communication. Also, recruitment marketing. </li></ul>
  24. 25. Developing a Social Media Marketing Plan <ul><li>Step #8 - Plan Resource Allocation </li></ul><ul><li>Avoid social media burnout before it occurs. Design a sustainable program. </li></ul><ul><li>Learn to repurpose content! </li></ul>
  25. 26. <ul><li>Step #8 - Plan Resource Allocation </li></ul><ul><li>It is not always about volume of posts or tweets. ( </li></ul>
  26. 27. Repurposing Content <ul><li>Press release on PRLog </li></ul><ul><li>Use share function </li></ul><ul><li>Post on Twitter and Facebook with one click (, digg, stumbleupon, newsvine, squidoo) </li></ul><ul><li>Distribute via LinkedIn Groups as “news” or “discussion” using PRLog small URL </li></ul>
  27. 28.
  28. 32.
  29. 33. LinkedIn Groups:
  30. 34. Healthcare Marketing LinkedIn Groups
  31. 37. Pitch Engine - Free Service
  32. 38. Same Process Repurposing Video <ul><li>Post to your website </li></ul><ul><li>YouTube & </li></ul><ul><li>Facebook Group </li></ul><ul><li>Your blog </li></ul><ul><li>Post link on LinkedIn Groups </li></ul><ul><li>Use VodPod to capture news videos </li></ul><ul><li>Etc. </li></ul>
  33. 39. Developing a Social Media Marketing Plan <ul><li>Step #9 - Measure </li></ul><ul><li>Develop metrics: Google Analytics, technorati blog rankings, followers, friend counts, fans, engagement, etc. Also measure your activity: posts, tweets, etc. </li></ul>
  34. 40. <ul><li>Content Creation/Measurement </li></ul>
  35. 41. Developing a Social Media Marketing Plan <ul><li>Step #10 - Monitor </li></ul><ul><li>Track conversations happening online., Filtrbox, MonitorThis, etc. Google Alerts at a minimum. Have a process for this. </li></ul>
  36. 42. <ul><li>Step #10 – Monitoring Resources </li></ul><ul><li>BlogPulse </li></ul><ul><li>BackType Alerts </li></ul><ul><li>TweetBeep </li></ul><ul><li>BoardTracker </li></ul><ul><li>Social Mention </li></ul><ul><li>Facebook Lexicon </li></ul><ul><li>MonitorThis </li></ul><ul><li>Filtrbox </li></ul><ul><li>Meltwater News </li></ul><ul><li>Google Alerts </li></ul><ul><li>Yahoo Alerts </li></ul><ul><li>Socialoomph </li></ul>
  37. 43. Developing a Social Media Marketing Plan <ul><li>Step #11 – Policy </li></ul><ul><li>Employee social media policy. Check out Mayo Clinic’s policies online at </li></ul><ul><li>Chris Boudreaux online database of organizations’ policies: php </li></ul>
  38. 44. Developing a Social Media Marketing Plan <ul><li>Step #11 - Policy </li></ul><ul><li>Also need a policy for physician and physician group activities on social media platforms </li></ul>
  39. 45. Putting Social Media to Work <ul><li>Crisis Communication - Build up online communities in anticipation of the need to inform and activate brand advocates </li></ul><ul><li>Brand Advocacy/Positive Buzz - Funnel quality information about your brand to constituents (hive marketing); this includes internal audiences </li></ul>
  40. 46. Putting Social Media to Work <ul><li>Communicate Key Messages </li></ul><ul><ul><li>Quality and Patient Safety </li></ul></ul><ul><ul><li>Patient- and Family-Centered Care </li></ul></ul><ul><ul><li>Etc. </li></ul></ul><ul><li>Elicit feedback from the market place </li></ul><ul><li>Provide access to quality health info </li></ul><ul><li>Educate and build preference for services </li></ul><ul><li>Meet consumer expectations </li></ul><ul><li>Humanize your institution </li></ul>
  41. 47. <ul><li>Case Study: LMC & The State Newspaper </li></ul>
  42. 48. <ul><li>Case Study: LMC & The State Newspaper </li></ul>
  43. 49. <ul><li>Case Study: LMC & The State Newspaper </li></ul>
  44. 50. <ul><li>Case Study: Tufts & BCBS of Massachusetts </li></ul>
  45. 51. <ul><li>Case Study: Tufts & BCBS of Massachusetts </li></ul>
  46. 52. <ul><li>Case Study: Tufts & BCBS of Massachusetts </li></ul>
  47. 53. <ul><li>Case Study: Tufts & BCBS of Massachusetts </li></ul>
  48. 54. <ul><li>Case Study: Tufts & BCBS of Massachusetts </li></ul>
  49. 55. <ul><li>Case Study: Tufts & BCBS of Massachusetts </li></ul>Wall Street Journal Health Blog
  50. 56. <ul><li>A Few of My Favorite Things: </li></ul>
  51. 57. ICYou Video - <ul><li>The YouTube of Healthcare </li></ul>
  52. 58. Flip Video <ul><li>Size of a cell phone </li></ul><ul><li>Great for recording docs </li></ul><ul><li>USB jack - immediate download to computer </li></ul><ul><li>Upload videos to YouTube, ICYou Video, Facebook and your blog </li></ul><ul><li>Record press conferences </li></ul><ul><li>Hospital events </li></ul>
  53. 59. Twitter Groups (
  54. 60.
  55. 61.
  56. 62.
  57. 63.
  58. 64.
  59. 65. Online PR Tools <ul><li>PRLog - </li></ul><ul><li>EPR-Network </li></ul><ul><li>FreshNews </li></ul><ul><li>Pitch Engine </li></ul><ul><li>Twitter </li></ul><ul><li>Linkedin </li></ul><ul><li>Flickr - Photo Sharing </li></ul>
  60. 66. Some Common Concerns
  61. 67. “What If Someone Says Something Bad?” <ul><li>They’re going to speak out whether you provide a forum or not </li></ul><ul><li>Wouldn’t you rather know what’s being said? </li></ul><ul><li>Most likely, five people will jump in and say something good </li></ul><ul><li>Difference between a brand detractor and an unhappy customer </li></ul>
  62. 68. “It Will take Too Much Time.” <ul><li>A partial truth </li></ul><ul><li>Be strategic in your use of social media </li></ul><ul><li>Repurpose content: </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><li>TweetLater (, pre-date blog posts </li></ul>
  63. 69. “It’s Too Compicated and Only for Tech-Savvy People.” <ul><li>If I can do it, anyone can do it </li></ul><ul><li>Start by getting involved </li></ul><ul><li>Join Facebook if you’re not already there </li></ul><ul><li>Get a feel for social media </li></ul><ul><li>Start a blog but don’t make it public; live with it for a while </li></ul>
  64. 70. Social Media Resouces <ul><li>Burrelles Luce - Free on-demand webinars on social media: “Adding Twitter to your strategic PR toolbox” </li></ul><ul><li>White Papers everywhere - Vocus, Nielsen, McKinsey Quarterly, Burrelles Luce, Deloitte </li></ul>
  65. 71. Social Media Resouces <ul><li>Center for Media Research - Free research briefs on social media. </li></ul><ul><li>Healthleaders Media - Free eNewsletters and online content </li></ul><ul><li> - Daily headlines </li></ul><ul><li> - Free webinars </li></ul><ul><li>Business Wire - Free webinar series </li></ul><ul><li>Vocus - Free webinars </li></ul>
  66. 72. <ul><li>Good Reading </li></ul><ul><li>Groundswell , Charlene Li & Josh Bernoff </li></ul><ul><li>Join the Conversation , Joseph Jaffe </li></ul><ul><li>Social Media is a Cocktail Party , Jim Tobin and Lisa Braziel </li></ul><ul><li>PR 2.0 , Deirdre Breakenridge </li></ul><ul><li>The New Rules of Marketing & PR , David Meerman Scott </li></ul>
  67. 73. <ul><li>Summary: A Few Sins of Social Media </li></ul><ul><ul><li>Haste - Don’t start without a plan </li></ul></ul><ul><ul><li>Fear - You can’t be afraid to lose control </li></ul></ul><ul><ul><li>Apathy - Don’t stick your head I the sand; especially at the C-suite level </li></ul></ul><ul><ul><li>Sloth - Content must be updated </li></ul></ul><ul><ul><li>Gluttony - Don’t take on too much too fast </li></ul></ul>
  68. 74. Website: Email: Twitter: Phone: 919-929-0225 Dan Dunlop, President Jennings [email_address] @dandunlop
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