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Presentation by Greg Friese, MS, NREMT-P at EMS World Expo 2011 in Las Vegas Nevada. Social media and networking offer low-cast and easy-to-use tools for EMS agencies to market to policy-makers, …

Presentation by Greg Friese, MS, NREMT-P at EMS World Expo 2011 in Las Vegas Nevada. Social media and networking offer low-cast and easy-to-use tools for EMS agencies to market to policy-makers, citizens, current employees and prospective employees. In this cutting-edge session, Greg will discuss Face book, YouTube, Twitter, geolocation services, blogging, podcasting and more, and will show you how to differentiate between using social media to broadcast versus using it to engage. There will be ample time for questions and answers about social media best practices and privacy concerns. All class attendees will receive a copy of the ebook "Social Media Policy Guide for First Responder Agencies."

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  • Welcome.
  • Welcome to the sessionFill out the evaluationEnjoy your time at EMS World Expo
  • This is my task … from my application as a presenter. And the conference program. Will explain how you can download your copy of the ebook.
  • The objectives from the session description.Planned session for at least 30 minutes of Q and A.
  • [Need PIOSOcialMediaTraining.com logo … recognition of David as co-founder]My primary role is director of education for CLSHave been involved and engaged in online education development, production, and use since 2004.Variety of online education involvement:Continuing education coursesPodcasts hostBlog authorWeb videos Microblogging
  • What your tasks are for this session. Listen … if you wantImagine … possibilities for using social media to market your agency. Explore by asking questions … now and later … seek to understand how these trends will or will not impact your organization? Explore by using social media. Yes you can do these things during my session.
  • Will reveal how you can obtain during the presentation. Written by David Konig.
  • Recent EMSEduCast … the power of words.The way we communicate to employees and studentsThey hear lots of don’ts and not a lot of what you should do. Close your eyes and imagine this scenario …It has just rained. There is a large puddle in front of you. I say, “don’t step in the puddle” What vision forms in your mind? What will you do?Close your eyes again. Same puddle, Now do this, “Jump over the puddle.” What did you see … I have just given a vision of success and what to do. EMS Example.Close your eyes … you are in the back of the ambulance with a patient, returning a patient to the nursing home from a medical appointment. The patient is stable and napping. You are tired, hungry, and bored. Can you see yourself there? Remember, “Don’t update your Face book from work.” What vision forms in your mind …. Updating your Face book status in the ambulance. What are you going to do?What could you suggest … During Your Down Time here are 10 great Face book status updates from work!Get it …. People, Places, Objects, and Times we want you to take a photo and post it online.
  • [large question mark, magic hat, telepathy … ]Through my amazing psychic powers I am going to answer your questions without you actually having to ask them ….
  • Question: Is social media a nefarious tool for evil?
  • [Eyes closed image] We need to communicate what we do, why we do it, how we do it…. Communicate your valueRemember the power of words … what images are you giving people. Close your eyes …. What do you see when I say … “If we cut service, people are going to die.” Gives a vision of …. People dying. Try …. “our service saves lives everyday”“Our paramedics help kids learn to ride their bikes safely”“Our life saving treatments for medical illnesses get seniors back home faster”
  • [Try to add some ambulance photos from the exhibit hall]At the most basic level social media is another opportunity to communicate who you areMergers and consolidations are going to dramatically change the EMS landscape in the next few years.For reasons not clear to me EMS agencies often have names with no link to actual geography or a community. Wisconsin has two Gold Cross Ambulances and at least one orange cross ambulance. A third I know of in Utah. There are probably more. Made up place names to reflect mergers or shared services across multiple communities. Private ServicesWho do you serve? Who are you responsible to? Do they know that?
  • Question: Is social media a fad that will go away?
  • As of July 22, 2011 from https://plus.google.com/112418301618963883780/posts/B3s3dd739bGTime to 20 million users measured in days. Number of users
  • http://www.facebook.com/press/info.php?statisticsAs of August 24 Face book usage statistics. 750 million active users50% login on any day700 billion minutes per month
  • http://www.youtube.com/t/press_statisticsAs of August 24, 201148 hours every minute3 billion video views per day700 billion playbacks in 2010
  • Question: Can I use social media to control the message?
  • Instead of being focused on controlling the message use social media to do these things … Get your message outListen, clarify, correct, and provide more depthExplain Google UpAsk people to shareHow to listen
  • These are general categories for your messages. Easy topics to blog/video/share so your message rises to the top in search results. General CategoriesIncidents and Activities – what we were doing at that MCI, why we were doing itSuccesses and Saves – SCA hall of fameEquipment and Facilities – new ambulance safety featuresOperational efficiencies – how we use online education to reduce over time and keep crews in their quartersPeople – new hires, recent retirements, length of service recognitionEducation and Training OpportunitiesResources and How-ToLists of just about anything ….
  • Build these key words into your posts, messages, help people find you. Or some similar set of key words. Written into text, part of how you “tag” posts, images, and videos
  • And the related question … do I need to hire a consultant, expert, or guru to get started?
  • Brief history of the economic history of EMS. When we started we had nothing and did nothingAs we had more we did moreThen we reached a point where because of increasing volume and or diminished resources we were asked to do more with the sameThen asked to do more with lessEventually, I predict we will be doing less with lessAt the least we need to explain why we are doing more with less, or even less with less, and continue to justify our existence by demonstrating and explaining our value to our communities, elected officials, and policy makers. [Chart services and resources as two lines on y axis, and time on x axis]
  • The good news about social media. No cost to entryFree and easy toolsLots of guides and instructors
  • Leverage things you are already doing … example, a CE lesson user asks me where they can learn more about capnography that becomes a blog post. A customer calls to update their address … becomes a blog post. Frequently asked questions about a billScheduling a station tour … questions you are already answering and things you are already doing can become a blog post, twitter message, Face book status, or YouTube video. The most significant cost of using social media to market your agency is your time. Your time to engage, create, share, listen, and respond. Again … think of things you are already doing and how you might use social media to distribute those things. Could become a timesaver … FAQs to read replace a phone call, instructions on scheduling a tour blog post replaces an email you need to respond to.
  • Question: Are there rules for using social media to market my agency?
  • I am looking for an EMS use of social media that is:Regular – could be daily, weekly, etc, but there needs to be a regular pattern of engagementTimely – responsive to questions, comments from community, events that are going on … Hurricane Irene preparation and responseRepetition – key points/themes can be made over and over. “We save lives every day”Authentic – the voices and personalities behind the effort are knownFocused – oriented to an audienceListen – not just in your social media space but in lots of places. What are others saying about you?Engage – answer questions.Share – links, resources, information, detailsRespect/Be nice – all about making a positive impression.
  • [Picture of a policy book or screen shot]Apply your existing policies to social media … you probably don’t need new policies you just need broad policies that cover a variety of situations.Private Patient InformationPatient and Scene PhotographyUse of Personal Electronic DevicesTime Management Emergency Vehicle Operations
  • Question: Is social media just for the public information officer, information technology guy (almost always a guy), intern, or chief?
  • Social media is part of everyone’s job. Just like:Customer serviceProblem solvingAnswering questionsMaintenance These responsibilities are not delegated or tasked, but shared by all with likely a leader.
  • Social media, like customer service or HIPAA compliance, is probably led by an evangelist or subject matter expert within an organization. The evangelist leads efforts, develops and role models best practices, educates the workforce, monitors the social media presence, and is likely the most connected to your audience. Picture of a smartphoneSmartphone … force multiplier … everyone can be a PIOBroadcasterMarketer[graphic … evangelist at the center and a link with the audience]
  • Question: Should our lawyer approve?
  • There is a role for your legal team:Early involvement in policy development … especially related to contentious issues like patient privacy and photographySet-up the legal team to say yes. Keep the lawyer at the 30,000 foot level … policyDon’t need a lawyer at the 1,000 foot level … messages about new employees.
  • Question: Is there an EMS organization using social media really well?
  • [graphic of a wheel – the hub and spokes]Get started by following the Hub and Spokes model developed by David Konig and described in the free email training program from www.piosocialmediatraining.com The hub is the central point … a website, blog, or Face book PageSpokes – are locations you store and pull content from, places you push content to, places you listen to, share with, and engage with your community.
  • The hub, this is your website.
  • If creating a blog you need to commit to it to regularly postBrief/short works well on the web. A few hundred wordsListsBold main points and key wordsInclude a call to action – to do something, to contact you, to contact a neighbor, to share with a friend, to write a comment. Embed media … images and videos which will help keep people on page, encourage sharing, and encourages people to click on shared linksRespond to reader comments
  • Face book … The rumors of our demise are greatly exaggeratedBroad usageYou need to be on Face book. If you don’t create your own page someone will create it for you.
  • Face book best practices Best Practices:Create a page – not as a person, as an organization. Ask for “Likes”Vanity URL – need 25 likes to then requestFacebook.com/Agency NameUpload photos – photos increase engagement, shares, and activitiesUpdate regularly – 50% of users log in daily, most users only view their stream, most viewers only view above the fold … the most recent activity in their streamMonitor your wall – respond to questions and comments, be careful about what you remove … SPAM, yes. Complaints, not sure. Respond and engage
  • 2nd most popular search engine … after Google.
  • Face bookusers upload 30 billion pieces of content each month. Flickr, etc Share photos of events, training, equipment, Storage of your photo collectionPhoto pool for local media. (recent physio-control press release)
  • Microblogging … short bursts of information. Place for highly engaged, tech savvy, sharers, well-connected. Place for breaking news and immediate updatesAnswers to questionsCustomer service complaints
  • Feed information from hub and spokes … blog posts, photos, videos, etc.Monitor with Twitter SearchNarrow search with Advanced Twitter Search
  • [screen shot of a check in, EMS/Fire department, hospital, Podcasting studio, convention center. Geolocation …. Notification of location to friends/followers based on identified locations or your actual map coordinates. Geolocation is built into many social networks: Twitter, Face book, Google+Also the ability to “tag” location in videos and photos
  • Create a location and announce your presence at a location, especially a community event or special event where you want your community to know you are there.
  • [Image from AcadianTV.com]A podcast which could be audio or video.News, information, education, training, special events, preparednessAccessible from many locations – blog or website, feed reader, iTunes, other podcast networks.
  • Record 10 episodes to see if you can sustainRegular posting scheduleFocus contentWho is your target audienceStructure … maybe news and an interviewCo-hosts … helpful to keep the conversation moving
  • More specific list … 99+ blog post or video titles …
  • 99+ post title ideas at PIOSocialMediaTraining.com … suggestions from leading EMS Social Media evangalists: Carissa Obrien, Dave Konig, Scott Keir. Write one of these posts a week for a year and guarantee:Your community will better understand your valueYour community will seek you out for answers to their questionsYour agency will be recognized as social media expertsYou will be asked to present on social media at EMS conferences
  • [Question: Who is our audience?]
  • Who is the target of your social media efforts?Helps to know who is using social media … mention Pew study and demographics discussed in PIOSocialMediaTraining.com podcast. Remember if your intent is marketing and communicating that probably requires a different tone, topics, etc than if you are recruiting job applicants. This is who I would target: Caregivers - moms and grandmothers, teachers, healthcare workers, prevention specialistsCommunity involved – volunteers, volunteer agencies, elected officials, community and private foundations, local business leaders, civic group members (Rotary, Lions, etc.), veteran groupsDecision makers – elected officials, department heads, middle management, Anyone connected to underserved and or at risk populationsInfluencers – the people that make things happen in your community. Media – local and regional,
  • [graphic idea …. Circular process, and then grow the call to action out from the middle.][Look for an example on Face book of a call to action.] Your audience is identified based on your goals. You need to find them
  • [Question: When should I start using social media?]
  • Great. This makes this the perfect time to start. Get Started While No One is Watching/FollowingYou have some time to tinker, practice because it will take a bit of time for the community to find you. Start before you have a major incident, natural disaster, school shooting, LODD,
  • This is a much better problem than I have as much time as I need. This is the age of glory for the go-getter, action oriented, starter. Show-up and Ship!You are probably right, you don’t have time, but if you did, how would you get this done?
  • [ballot box, voting booth, congressional hearing, testimony, FEMA, photo library]After policy makers or voters make a decision I have never heard a stakeholder say “they had too much information when they made that decision. We should have not shared that really important and relevant data. ” Have you?
  • [Large tornado bearing down, flash flood, wall of water]If you believe this then you and your agency are doomed … Maybe social media is not the best tool to communicate your value, but you do need to communicate your value. But if they did care what would you want them to know?
  • Lots of people care … they are waiting to hear from you.
  • Carissa …. Respond to anything I have said during this presentationCarissa’s answers to some of the questions.
  • In 1 year one of you could be standing here to showcase how your agency/organization built a social media presence and engaged with your community. Use social media to accomplish your mission and show your value to your community.

Transcript

  • 1. Using Social Media to Market Your EMS Agency
  • 2. Introduction
    Welcome
    Evaluation
    Enjoy
  • 3. My Task
    Social media and networking offer low-cast and easy-to-use tools for EMS agencies to market to policy-makers, citizens, current employees and prospective employees. In this cutting-edge session, Greg will discuss Face book, YouTube, Twitter, geolocation services, blogging, podcasting and more, and will show you how to differentiate between using social media to broadcast versus using it to engage. There will be ample time for questions and answers about social media best practices and privacy concerns. All class attendees will receive a copy of the ebook "Social Media Policy Guide for First Responder Agencies."
  • 4. My Task
    Review the importance using social media for marketing
    Learn the tools available
    Address questions about social media best practices and privacy concerns
  • 5. Greg Friese, MS, NREMT-P
    My Key Words
    Educator
    Paramedic
    Writer
    Speaker
    Podcaster
    Blogger
    Runner
  • 6. Your Tasks
    Listen
    Imagine
    Explore
    Text
    Tweet (#EMSWorldExpo)
    Photo
    Video
    Blog
  • 7. Social Media Policy
    Stay Tuned for URL and Password
  • 8. Words matter
  • 9. Telepathic Powers
    Your questions?
  • 10. Is social media a nefarious tool for evil?
  • 11. What, Why, and How
    “We save lives everyday”
  • 12. Identify
    Gold Cross
    Fitch--Rona
    Northside Fire District
    MECC
    Morehead –Rowan
    West End
    First Care EMS
  • 13. Is social media a fad that will go away?
  • 14. Astounding Growth
  • 15. FacebookUsage
    750 million active users
    50% login on any day
    700 billion minutes per month
  • 16. YouTube Statistics
    48 hours every minute
    3 billion video views per day
    700 billion playbacks in 2010
  • 17. Can I use social media to control the message?
  • 18. Your Messages
    Use social media to:
    Broadcast your message
    Hear feedback and questions
    “Google Up” your message
    Increase reach of message
    Distribute when and where you want to
  • 19. Your Messages
    Incidents and activities
    Successes and saves
    Equipment and facilities
    Operational efficiencies
    Personnel news
    Education and training
    Resources, how-to, and prevention
  • 20. Your Key Words
    Community name
    Agency name
    EMS, EMT, Medic, Paramedic
    Ambulance
    Ambulance driver
    Fireman
    Firefighter
    Station tour
    Station visit
    Blood pressure check
  • 21. How much does it cost to get started?
  • 22. Economic History of EMS
    More with more
    More with same
    More with less
    Less with less
    Resources and Services
    Time
  • 23. Start-up Costs
    No cost to entry
    Free and easy tools
    Lots of guides and instructors
  • 24. Cost is Your Time
    Leverage things you are already doing
  • 25. Are there rules for using social media?
  • 26. Social Media Best Practices
    Regular
    Timely
    Repetition
    Authentic
    Focused
    Listen
    Engage
    Share
    Respect
  • 27. First Apply Existing Policies
  • 28. Is social media just for the PIO, IT guy, intern, or chief?
  • 29. Part of Everyone’s Job
    Just like:
    Customer service
    Problem solving
    Answering questions
    Taking care of stuff
  • 30. Force Multiplier
  • 31. Should our lawyer approve?
  • 32. Role for Legal Team
    Early involvement
    Set-up to say yes
    Confidence in your message
  • 33. How do we get started?
  • 34. Hub and Spokes
  • 35. Blog
  • 36. Blog
    Best Practices:
    Commitment
    Brief
    Actionable
    Embed media
    Respond
  • 37. Facebook
  • 38. Facebook
    Best Practices:
    Create a page
    Vanity URL
    Upload photos
    Update regularly
    Monitor your wall
    Respond and engage
  • 39. YouTube
  • 40. YouTube
    Best Practices:
    Channel name
    Description and tags
    Embed in hub (blog)
    Link to in spokes
    Commenting, voting
  • 41. Photo Sharing
    Face book users upload 30 billion content items a month. Your social media policy won’t stop this so how can you embrace it?
  • 42. Photo Sharing
    Best Practices:
    Albums
    Tags
    License
    Embedding
    Sharing
  • 43. Twitter
  • 44. Twitter
    Best Practices:
    Authenticity
    Current
    Twitter feed
    Hashtags
    Twitter search
    Advanced Twitter search
  • 45. Geolocation
  • 46. Geolocation
    Best Practices:
    Special events
    Community events
    Awareness:
    Operational security
    Business practices
  • 47. Audio or Video Cast
  • 48. Audio or Video Podcast
    Best Practices:
    Record 1st 10 episodes
    Publish regularly
    Focus
    Audience
    Structure
    Co-hosts
  • 49. What should our agency post?
  • 50. 99+ Post Titles
  • 51. Who is our audience?
  • 52. Audience
    Caregivers
    Community involved
    Decision makers
    Influencers
    Media
    Mutual aid partners
  • 53. Audience
    Best Practices:
    Identify
    Find and connect
    Share
    Listen
    Engage
    Call to Action!
  • 54. But, I don’t ….
  • 55. Don’t … Have Any Followers
    Practice and make mistakes when no one is watching
    Number of
    Followers
    Time
  • 56. Don’t … Have Time
    But, if you did have the time how would you do it?
  • 57. Don’t … Want to Over Share
  • 58. Don’t … Think Anyone Cares
  • 59. Somebody Cares
  • 60. Questions
    Crowd Sourcing
    Search
  • 61. Summary
    Join
    Listen
    Share
    Engage
    Measure
  • 62. Let’s Stay in Touch