Colorado CAHE Annual Social Media Presentation


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This is the social media best practices presentation for the Colorado Association of Healthcare Executives in Breckenridge. We had a great turn-out and a lot of positive feedback to the CAHE president and team.

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Colorado CAHE Annual Social Media Presentation

  1. 1. Social Media Best Practices with Dirk Spencer ©
  2. 2.  “This would be a good time for some jokes” “Keep them away from the food” “Bring them back from lunch”
  3. 3.  “Entertainment Cost” discussed frequently Yes - astigmatic vision is funny Auto-correcting search strings - hysterical
  4. 4.  Expanding products & services Containing cost part of every conversation Competing digitally for patient share
  5. 5.  Flying machines Distance writing Speaking telegraph Horseless carriage Electric lamp Word Processing Electronic mail Wireless telephone @ Social Media
  6. 6.  Disruptive Messy The Great Equalizer
  7. 7.  Giant Killing Complex relationships New business Collaboration without boundaries Mass communication
  8. 8.  Text Pictures Videos
  9. 9.  Publishing  eBooks / eHow-to Blogs / Micro-blogs  Wordpress / Twitter People Networks  Facebook / LinkedIn Multimedia Platforms  YouTube / Flicker Bookmarks  Reddit / Stumbleupon Forums  Huffington / O’Reilly Wikis  Various encyclopedias Apps  Smart device software Virtual Worlds  Second Life / WoW
  10. 10.  Those who “care” Those who might “care” Those who “care less” Everybody “cares”
  11. 11.  “Google it”! Internet channels outpace broadcast TV Traditional media becomes obsolete Free, cheap and easy tools make it easy
  12. 12.  Fun causes the adoption Utility generates adaptation Crisis = mass implementation
  13. 13.  Branding Public Relations Engage Existing Customers Attract New Customers Expand Market Share Generate Leads Generate Revenue
  14. 14.  By Nassim Nicholas Taleb Defined: “A black swan is an event, positive or negative, that is deemed improbable yet causes massive consequences.”
  15. 15. Social Media Best Practices ©with Dirk SpencerDirk Spencer CAHE 20011 Annual Conference Speaker Social MediaDirk Spencer Colorado Association of Healthcare Executives Speaker
  16. 16.  Heath care from iTunes (SMS technology) Patient-Physician Connectivity Free Anytime Anywhere 5,000 Licensed US Physicians
  17. 17.  Social Network Cameras Cameras identify objects without labels No more:  Name tags  license or registration tags  QR Codes
  18. 18.  360 Interviews booked in 48 hours 120 Hires in 4 Weeks VPs to wait staff Automated  Candidate tracking  Interview schedules  Offers/Acceptances SM Cost- $3K Traditional Spend - $40K
  19. 19.  Regulatory Change Merging Platforms New Dashboards
  20. 20. Social Media Best Practices ©with Dirk Spencer Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media Dirk Spencer Colorado Association of Healthcare Executives Speaker MayoRagan 3rd Annual Health Care Social Media Summit Engaging patients, employees and the media in the digital age October 17-19, 2011 Mayo Clinic Rochester, MN Presented by: Ragan Communications Hosted by: Mayo Clinic Center for Social Media Twitter hashtag: #mayoragan
  21. 21.  Browser software is born Email Email Spam Banner ads Web page advertising Internet service providers are MIA initially
  22. 22.  Static Content Boolean Search Push Strategies Bulletin Boards Membership Based Data Sharing Search Engines as order-takers
  23. 23.  “Personal” sharing begins Internet access comes to more homes Telecom infrastructures expand
  24. 24.  Context awareness Semantic Search Pull Strategies Search engine choices multiply Mass customization of data User Meta-Tags
  25. 25.  Social Media is repurposed on purpose “Communities” Blogs generates real income Internet video hosting takes hold Groups master the political action plan Texting replaces email on college campuses
  26. 26.  Video-based communication Personalized web experiences begins Virtual worlds interact with physical appliances Mixed reality takes shape as an alternate life-style Computer generated content
  27. 27.  Users force integration Developers allow innovation The convenience of digital socializing and business execution provide people with options
  28. 28.  Sharing becomes  Strategic and  Tactical Engagement  The code word in social media
  29. 29.  Authenticity Personalization Transparency
  30. 30.  Backup becomes primary Boundaries blur New “media” requires new rules
  31. 31.  Social Media officially goes mainstream Blogging evolves into career paths Internet video organizes by channel Groups become dynamic Email goes the way of the fax machine Texting replaces talking at meetings The wireless video phone and internet access turns everyone into a witness, film maker or historian
  32. 32.  Wireless infrastructure goes everywhere Cell phone features increase Cheaper hardware becomes accessible Merging of PC and telecom functionality Death of minute-based billing Birth of data-transmission billing
  33. 33.  Follow a Process Be Engaging Have an objective
  34. 34.  Follow a Process Be Engaging Have an objective
  35. 35.  Relationships are the precursor to trust Business happens at the speed of trust Trust Leads Buying
  36. 36.  It is tough to fake engagement with the community with this many eyes on the prize, product, service or mission
  37. 37.  Expert Evangelist Enthusiast Aficionado Educator Entertainer 55
  38. 38.  …go negative …appear to go negative …aim to “make a point”
  39. 39.  Takes Content In a Context On a Schedule
  40. 40.  Web Site Blogging Video LinkedIn Twitter FaceBook YouTube Tools / Automation 59
  41. 41.  Have something to say Say it often Discuss dissention Blog on multiple sites 61
  42. 42.  Have a company profile Have a professional profile Connect to everyone & anyone Join groups Create groups Ask and Answer Questions 100MM+ members The #1 B2B and B2C Network 62
  43. 43.  Stake your claim by name / Have a back-up Master Three Things:  Re-Tweet  Tiny URL  Follow-Friday This is Your Traffic Cop for 100MM Users 63
  44. 44.  The relationship genie It is no longer personal Over 100MM members 400,000 application developers Get your Fan-Page On Already 64
  45. 45.  Bought by Google SEO is arbitrary if you own the video store Video is what makes it “sticky” You are ready with an $80 buck “Cam”
  46. 46.  Seesmic - Combines true social CRM with mobile Reachable – Connect to your buyer w/o permission eTrigue – Turn the anonymous into identifiable buyers Optify - Social marketing automation vendor (they optimize buyer enablement activities) Sprout Social – Identify, track and organize social contacts
  47. 47.  Outsourcing the company voice Failing to have a solid customer service vendor Updating across all channels at once Failing to respond to your community Undefined vendor service level agreements
  48. 48.  This has to be someone’s job Start with pilot projects Automate “production” related tasks Know your demographics Have a message the locals can brag about Leverage the national brand-message
  49. 49.  Consider what you can measure Stick to what you should measure Make it about the money if possible “Mentions” may make the merriest of metrics
  50. 50. Social Media Best Practices ©with Dirk Spencer Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media Dirk Spencer Colorado Association of Healthcare Executives Speaker Call this guy Thank YouNot exactly 2 hours…
  51. 51. Social Media Best Practices ©with Dirk Spencer Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media Dirk Spencer Colorado Association of Healthcare Executives Speaker Cell: 410-350-5480 Work: 410-328-0771 Manages web operations at the University of Maryland Medical Center (UMMC) #HCSM (Health Care Social Media Community) on Twitter advocate Advisory Board:  Mayo Clinic Center for Social Media  A.D.A.M. Health Solutions Client Advisory Board Paid advisor:  TPR Media  UbiCare Fun Fact: Prefers the phone to email…
  52. 52. Social Media Best Practices ©with Dirk Spencer Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media Dirk Spencer Colorado Association of Healthcare Executives Speaker Director of Digital Marketing & Communications, Inova Health System @chrisboyer 303.579.4232 Mr. ROI - “No margin, no mission” Fun Fact: A math-guy you’ll like talking to
  53. 53. Social Media Best Practices ©with Dirk Spencer Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media Dirk Spencer Colorado Association of Healthcare Executives Speaker @Cthielst Author: Social Media in Healthcare
  54. 54. Social Media Best Practices ©with Dirk Spencer Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media Dirk Spencer Colorado Association of Healthcare Executives Speaker @michellegolden +1 314.416.1201 Author: Social Media Strategies for Professionals and Their Firms
  55. 55.  Director of Center for Social Media at the Mayo Clinic Chancellor of Social Media University, Global (SMUG) @LeeAase Social Media Health Network Mayo Clinic Center for Social Media 507-284-5005 theses/
  56. 56.  President Author: Joe Public Doesn’t Care About Your Hospital
  57. 57. Social Media Best Practices ©with Dirk SpencerDirk Spencer CAHE 20011 Annual Conference Speaker Social MediaDirk Spencer Colorado Association of Healthcare Executives Speaker    @Mike_Stelzner  Author: Launch: How to Quickly Propel Your Business Beyond the Competition
  58. 58. Social Media Best Practices ©with Dirk Spencer Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media Dirk Spencer Colorado Association of Healthcare Executives Speaker #Tru Events - The Recruiter Unconference Top 25 “Most influential on-line recruiter” Recruiting, H.R, Social Recruiting, Social Media and Technology @BillBoorman 0044-(0)-7914-876173
  59. 59.  Vice President of Emerging Media & Innovation for agency 360i 100 ways to measure social media: Referenced in “Social Media Metrics” by Jim Sterne, Ed Bennett and more
  60. 60. 1. Volume of consumer-created buzz for a brand based on number of posts2. Amount of buzz based on number of impressions3. Shift in buzz over time4. Buzz by time of day / daypart5. Seasonality of buzz6. Competitive buzz7. Buzz by category / topic8. Buzz by social channel (forums, social networks, blogs, Twitter, etc)9. Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post-purchase)10. Asset popularity (e.g., if several videos are available to embed, which is used more)11. Mainstream media mentions12. Fans13. Followers14. Friends15. Growth rate of fans, followers, and friends16. Rate of virality / pass-along17. Change in virality rates over time18. Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions)19. Embeds / Installs20. Downloads
  61. 61. 21. Uploads22. User-initiated views (e.g., for videos)23. Ratio of embeds or favoriting to views24. Likes / favorites25. Comments26. Ratings27. Social bookmarks28. Subscriptions (RSS, podcasts, video series)29. Pageviews (for blogs, microsites, etc)30. Effective CPM based on spend per impressions received31. Change in search engine rankings for the site linked to through social media32. Change in search engine share of voice for all social sites promoting the brand33. Increase in searches due to social activity34. Percentage of buzz containing links35. Links ranked by influence of publishers36. Percentage of buzz containing multimedia (images, video, audio)37. Share of voice on social sites when running earned and paid media in same environment38. Influence of consumers reached39. Influence of publishers reached (e.g., blogs)40. Influence of brands participating in social channels
  62. 62.  41. Demographics of target audience engaged with social channels 42. Demographics of audience reached through social media 43. Social media habits/interests of target audience 44. Geography of participating consumers 45. Sentiment by volume of posts 46. Sentiment by volume of impressions 47. Shift in sentiment before, during, and after social marketing programs 48. Languages spoken by participating consumers 49. Time spent with distributed content 50. Time spent on site through social media referrals 51. Method of content discovery (search, pass-along, discovery engines, etc) 52. Clicks 53. Percentage of traffic generated from earned media 54. View-throughs 55. Number of interactions 56. Interaction/engagement rate 57. Frequency of social interactions per consumer 58. Percentage of videos viewed 59. Polls taken / votes received 60. Brand association
  63. 63. 61. Purchase consideration62. Number of user-generated submissions received63. Exposures of virtual gifts64. Number of virtual gifts given65. Relative popularity of content66. Tags added67. Attributes of tags (e.g., how well they match the brands perception of itself)68. Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth)69. Registrations by channel (e.g., Web, desktop application, mobile application, SMS, etc)70. Contest entries71. Number of chat room participants72. Wiki contributors73. Impact of offline marketing/events on social marketing programs or buzz74. User-generated content created that can be used by the marketer in other channels75. Customers assisted76. Savings per customer assisted through direct social media interactions compared to other channels (e.g., call centers, in-store)77. Savings generated by enabling customers to connect with each other78. Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one)79. Customer satisfaction80. Volume of customer feedback generated
  64. 64. 81. Research & development time saved based on feedback from social media82. Suggestions implemented from social feedback83. Costs saved from not spending on traditional research84. Impact on online sales85. Impact on offline sales86. Discount redemption rate87. Impact on other offline behavior (e.g., TV tune-in)88. Leads generated89. Products sampled90. Visits to store locator pages91. Conversion change due to user ratings, reviews92. Rate of customer/visitor retention93. Impact on customer lifetime value94. Customer acquisition / retention costs through social media95. Change in market share96. Earned medias impact on results from paid media97. Responses to socially posted events98. Attendance generated at in-person events99. Employees reached (for internal programs)100. Job applications received
  65. 65.  Marketing Manager HubSpot.Com @jessicameher Author: 25 Website ‘Must Haves’ for Driving Traffic, Leads & Sales
  66. 66.  Building Inbound Links Use On-page SEO Input Title Tags & Meta Tags Have an XML Sitemaps Install 301 Redirects
  67. 67.  Make the “home” page about home Be Consistent with layout and format Use real images Simplify navigation Avoid Flash & Animation Make it accessible
  68. 68.  Messaging Educate and Offer Value Avoid Corporate Gobbledygook Be Clear Not Clever Making Content Shareable
  69. 69.  Effective Call-to-Actions Landing Pages Forms Newsletters
  70. 70.  678-313-3472 Co-Author: How to Make Money with Social Media
  71. 71.  Simplify – Seriously Simply the User Interface Match brand elements to the website Use white-space to enhance navigation Avoid Flash / Java / pop-up windows Use drop-downs
  72. 72.  Use pick lists Use pre-populated fields Limit the amount of text input required Use Mobile-Redirects to catch phone users Have a link to the main web site
  73. 73.  Universal Business List (
  74. 74. 
  75. 75.  ngtoolkit (Anderson, J / Boyd, S.)
  76. 76.  The Zen of Social Media Marketing by Shama Kabani and Chris Brogan Twitter Power 2.0 by Joel Comm and Anthony Robbins The Twitter Book by Tim OReilly and Sarah Milstein ProBlogger: Secrets for Blogging Your Way to a Six-Figure Income by Darren Rowse and Chris Garrett The Social Media Bible by Lon Safko Social Media Metrics by Jim Sterne and David Meerman Scott Secrets of Social Media Marketing by Paul Gillin Social Media Strategies for Professionals and Their Firms by Michelle Golden Marketing in the Groundswell by Charlene Li and Josh Bernoff Social Media 101: Tactics and Tips to Develop Your Business Online by Chris Brogan Connected: The Surprising Power of Our Social Networks… by Nicholas A. Christakis and James H. Fowler The Referral Engine: Teaching Your Business to Market Itself by John Jantsch Get Connected: The Social Networking Toolkit for Business by Starr Hall and Chadd Rosenberg The Micro-Script Rules by Bill Schley Social BOOM! by Jeffrey H. Gitomer Social Media ROI by Olivier Blanchard Success Secrets of Social Media Marketing Superstars by Mitch Meyerson 301 Ways to Use Social Media To Boost Your Marketing by Catherine Parker Social Media Marketing All-in-One For Dummies by Jan Zimmerman and Doug Sahlin Social Media in Healthcare: Connect, Communicate and Collaborate by Christina Beach Thielst Joe Public Doesnt Care About Your Hospital by Chris Bevolo Pull The Power of Semantic Web to Transform Your Business by David Siegel The Rough Guide to Blogging by Jonathan Yang
  77. 77. Social Media Best Practices ©with Dirk Spencer Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media Dirk Spencer Colorado Association of Healthcare Executives SpeakerContact Information: DirkPMP@Yahoo.Com 214-295-8687 @DirkInDallas Schedule: LinkedIn for Recruiters - DFWTRN August Luncheon Aug 3, 2011 - Dallas Frisco Connect Job Seeker Strategy Summit 2011 Aug 6, 2011 - Frisco Resume Psychology "Get the Offer - Not the Interview"© Sep 10, 2011 – Crossroads Your Digital Footprint: - How to Create a Internet Presence© Sep 20, 2011 - Texas Small Business Summit Colorado Association Healthcare Executives (CAHE) 2011 Annual Conference Oct 20, 2011 Resume Psychology "Get the Offer - Not the Interview"© Nov 12, 2011 - Crossroads
  78. 78. A former DOD Analyst turned Recruiter and Social Media Tactician Dirk is the creator of "Resume Psychology – Get the Offer Not the Interview©. Some of the organizations where Dirk as spoken on resumes, social media, LinkedIn or featured include: Executive Search Owners Association (ESOA) Inter-City Personnel Associates (IPA) Associates Food & Beverage Pikes Peak Recruiter Network (PPRN) Irving-Las Colinas Chamber of Commerce Breakfast of Champions Texas Regional Infrastructure Security Conference North Texas Small Business Summit TalentNet Live Social Recruiting Conference The Rick Gillis Radio Show in Houston, Texas ESPN Radio CareerRocketeer.Com list “The 150+ Experts on Twitter ALL Job Seekers MUST Follow The Fort-Worth Star-Telegram Dirk is the group manager of Resume Psychology © on LinkedIn.Com with over 1,200 members. You can follow him on Twitter at @DirkInDallas He has worked contract, agency, and corporate recruiting and is currently based in Plano, Texas.
  79. 79.  Irving / Las Colinas Chamber of Commerce Breakfast of Champions North Texas Small Business Summit IIBA International Institute of Business Analyst Intuit Womens Network (IWN), National Investor Relations Institute (NIRI) Dallas*Fort Worth Chapter Texas Instruments (TI) Alumni Association (TIAA) Plano Centre TWC - Texas Workforce Commission Veterans Support Group Talent Net Live Social Recruiting Conference American Society of Quality (ASQ) Greater Irving- Job Angels Networking Event Executive Recruiter Association (ERA) Dallas Fort-Worth Texas Recruiter Network (DFWTRN)
  80. 80.  St. Jude Career Alliance a Chapter of the Catholic Career Development Community (CCDC), Career Counseling Group (CCG) of DFW Islamic Association of North Texas (IANT), Career Counseling Group (CCG) of DFW Islamic Center of Irving (ICI) Crossroads Bible Church (CBC) Career Transition Workshop (CTW) Jewish Family Service (JFS) Career Jump Start - First United Methodist Church Richardson (FUMCR) Carrollton Career Focus Group (CFG), Carrollton City Job Hunt 101, Custer Rd Church Job Net Plano Fort Worth Career Search Network (FWCSN) MacArthur Blvd Baptist Church (MBBC) Career Transition Network (CTN) McKinney Trinity Presbyterian Church Career Transition Network (CTN) McKinney Workforce Networking, Preston Trail Job Network (PTJN), Saint Philips Episcopal of Frisco Job Ministry, Southlake Focus Group (SFG) St. Andrew UMC Sales Group with Dennis O’Hagan