Building Communities of Shared Interest: Pelvic Health Conference 2013 Presentation

2,315 views

Published on

Dan Dunlop's presentation from the 2013 Pelvic Health Conference. The subject of the presentation was "Using blogs and social media to build communities of shared interest."

Published in: Health & Medicine
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,315
On SlideShare
0
From Embeds
0
Number of Embeds
1,045
Actions
Shares
0
Downloads
21
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • DD -
  • Building Communities of Shared Interest: Pelvic Health Conference 2013 Presentation

    1. 1. BuildingCommunitywith Blogs &Social MediaDan Dunlop, Jennings 1
    2. 2. Moving From Superficial To Meaningful Audience engagement through communities of shared interest. How do you act in a community? What are the benefits of a community? What do you expect from a community? 2
    3. 3. Is there a market forconsumer engagementaround health issues? 3
    4. 4. The DataAccording to Pew Internet Research,80% of women on-line are seekinghealth information for themselves orthose they care for. However, researchshows only 66% of women believehealth care marketers understand them. 4
    5. 5. A Higher Level of Engagement“Women have multidimensional roles that make marketing to the 50-plus woman especially complex, unless you dig deeper and recognize what’s truly motivating her."Carol Osborn, PhD, Co-author of Vibrant Nation:What Women 50+ Know, Think, Do and Buy 5
    6. 6. The Role of Community“As long as women feel safe in acommunity, they will feel free to expresstheir personal viewpoints which addsauthenticity and attracts other women ‘likethem’, increasing a community’s value,”Toby Bloomberg, Founder of the Diva Marketing Blogand recognized by Forbes as a top social media blogger. 6
    7. 7. Changing Marketing Environment End of One-Size-Fits-All Marketing – we are speaking to communities of shared interest Social media platforms as strategic tools - targeted, meaningful Rise of the ePatient Changing consumer expectations 7
    8. 8. What should you expectfrom your marketing team? 8
    9. 9. Community Building Marketing as Community Building  Fundamental Change: teller… Fro m Story …to com munity builder & facilitato r… …and c on t ent s rs /curator g enerato 9
    10. 10. Community Building Marketing “with” Women  Rethink what you think you know about marketing and advertising  Market “with” rather than market “to”  Engage and allow for conversation  Communicate shared values  Must feel authentic  Provide value via the relationship  How do you enrich her life?  Sense of community - belonging 10
    11. 11. Social Networks & Psychology Supreme community building tools The psychology of social networking: 11
    12. 12. Hive Marketing Brings together individuals with a shared interest (moms, for example) Allow them to share their passion Feed them info that confirms their decision to support the brand Give them a forum to express their support Activating them when needed 12
    13. 13. A tool your marketers need to use: 13
    14. 14. Community Allows You To LearnFrom Your Constituents; these are listening and learning platforms.
    15. 15. Important Vehicle for Segmenting Your Audiences You are not speaking to a homogenous group Engage segments of your customer base by creating vehicles that speak to them specifically “Social media will prove to be the nail in the coffin of the one-size-fits-all customer experience model.” Robert Wollan & Nick Smith Mommy blog, dad blogs, women’s blog… 15
    16. 16. The Case for Segmented Social Media What’s more likely to encourage engagement?  Hospital’s main Facebook page  Dedicated Facebook page for women’s health issues, pelvic health or pelvic floor disorders  Same has proven to be true for cancer patients and bariatric patients 16
    17. 17. This is Every Hospital 17
    18. 18. Their Facebook Page:Not About Pelvic Health 18
    19. 19. Blogs as Community-Building Tools
    20. 20. Every Woman Blog 27,000 visits last year (first full year) 518 comments 247 posts to date 21
    21. 21. Video: The Motivation Behind The Trend
    22. 22. Video: The Motivation Behind The Trend
    23. 23. 24
    24. 24. Signature Moms Blog 42,010 visits in 2012 73,000 visits since inception 1,425 subscribers added in 2012 25
    25. 25. El Camino Hospital Pelvic Health
    26. 26. Patient Blogs: High PointRegional Health System http://www.nbcnews.com/id/9889617/ 29
    27. 27. Are there women who would be interested in blogging about their experiences with your organization? 30
    28. 28. Getting Started Considerations when starting a blog:  The more the merrier!  Use the Swedish Medical Center model: physicians, nurses, allied health professionals, patients and family.  Work to build community among your bloggers: blogger events, social media training, etc. 31
    29. 29. Conversations aretaking place with or without us 32
    30. 30. 3,000+ Blogs; 55 million readers
    31. 31. Connecting on a Human Level 39
    32. 32. Tragic & All Too Common
    33. 33. 43
    34. 34. Video.Connect on a human level.
    35. 35. Signature Physicians http://mysignaturephysician.com Dr. Tutasi Waters Dr. Katrice Larece Dr. Rosa Bermudez Emmanuelli Compilation Video 47
    36. 36. ONLINE COMMUNITIES .
    37. 37. Creating Your Own Community Private Facebook Groups Ning Start your own group on a platform like Inspire.com Microsoft’s SharePoint 57
    38. 38. My Ning Community 58
    39. 39. Cross Promote Your Community First, manage expectations. Slow growth is normal. Tools for cross promoting your community:  Website  Social media platforms  Signage within your facility!  Handouts for patients  QR codes in your exam rooms. 59
    40. 40. Community Lifecycle Inception/Initiation  Invite members to join  Help to initiate and sustain discussions  Encourage habit of visiting the site frequently to keep up with conversations  Invest time in building relationships with members Establishment  Supply regular stream of content  Facilitate conversation  Organize events and interaction  Resolve conflict  Community-building tactics 60
    41. 41. Community Lifecycle Maturity  Provide focus and direction  Promote the community within its sector  Set growth and retention goals  Set ongoing goals and visions for the community Self-Sustaining/Mitosis  If the audience is large enough, begin investigating the establishment of sub-groups  Train leaders of sub-groups  Promote and support sub-groups 61 Source: FeverBee
    42. 42. Remember the Hive Attract people with shared interests Make them feel welcome Encourage them to tell their stories and interact Feed their interest with good information Position your organization as a resource with a shared passion for the subject Let them become your ambassadors, telling your story and inviting others to the hive. 62
    43. 43.  Dan Dunlop, Jennings  ddunlop@jenningsco.com  Twitter: @dandunlop & @JenningsHealth  Linkedin: http://www.linkedin.com/in/dandunlop  Blog: http://thehealthcaremarketer.wordpress.com

    ×