Strategic Planning for Social Media in the CME Enterprise

Social Media
Strategic Planning for the CME Enterprise
Presented by:
Jeremy C. Lundberg, MSSW, LSW

Agenda
What is social media?
The Social Media Tool Kit
Strategic planning and the P-O-S-T Methodology
Organizational considerations

What is Social Media?
Social media (SM) supports the human need for social interaction using web-based technologies.
Transforms traditional monologues (one to many) into social dialogues (many to many).
Supports the democratization of knowledge and information, transforming people from content consumers into content producers.

What is Social Media?
Must be applied as a strategy and NOT a tactic.
Uses technology to create an actual relationship with your audience.
Requires a commitment to strategic planning and execution in the context of your target audience’s demographics, objectives, and your available resources.
Look at social media as a collection of tools in your CME tool box.

Why Use Social Media?
The technology is free.
Very low-cost, high-return.
Tremendous potential for reach and ongoing engagement.
It is not a “fad”, but an expectation.
Enhance continuity of learning, develop needs assessments, foster professional networking, promote advocacy and research...

Social Media Tools

It’s a Jungle Out There

Free Social Media “Starter Kit”

Drupal CMS
Leading open source content management system (CMS).
Support multiple Websites, designs and navigation.
Thousands of free add-on modules (e,g., blogs, discussion forums, mobile).
Tight integration with different social media channels
Role-based access and publishing.
Administered by people of all technical levels.

WordPress.org
Top open-source blogging and CMS application.
Very easy to setup, brand and manage.
Great way to share your expertise and build traffic to your site.
Offers “one-touch” publishing.
Supports single- and multi-author blogs.
Robust moderation, commenting
Website and mobile browsing and publishing.
Free add-on features to integrate with your Website and social media tools.

Facebook
Most popular social networking platform.
Over 500 million active users worldwide.
Enables anyone to easily setup, connect with friends and share content (e.g., status updates, video, pictures).
Fastest growing demographic 35+ yrs with females 55+ leading the pack.
Different levels of privacy settings.
Ideal for viral marketing, networking, andadvocacy.
Integration with your Website and other SM applications.

YouTube
Most popular video sharing platform.
Over 250+ million active users worldwide.
Enables anyone to easily setup, upload, categorize and convert videos to Adobe Flash format.
People can view, comments, share, and embed your videos anywhere.
Ideal for viral marketing and awareness campaigns.
Popular with mobile smartphones.

Twitter
Very popular micro-blogging site.
3rd most popular social networking site.
Enables anyone to easily setup, network with others and post/receive text messages limited to 140 characters.
Available via personal Webpage and desktop and mobile applications.
Ideal for viral marketing, research, AND networking.

Strategic Planning and Organizational Considerations

Organizational Considerations
Effective social media implementation is a marathon, not a sprint. There is no finish line.
Make social media part of your “organizational DNA.”
Manage risk with clear policies on privacy, abuse, marketing, “friending”, etc.
Buy-in from senior leadership non-negotiable.
Setup an internal work-flow that identifies roles and responsibilities for implementation, maintenance and growth.
Setup a working group of 3-4 stakeholders with one team leader
Solicit ideas and feedback from broader committee including your clients.
Consider starting with manageable pilot projects.

P-O-S-T Methodology
People: Assess your audiences’ social activities and demographics.
Objectives: Define what you want to accomplish and how you will measure success.
Strategy: Plan for how relationships with your audience will change.
Technology: Decide which social technologies to use.
Source: Forrester Research, Inc.

Alliance for CME and Social Media
Wished to leverage social media for membership drives, education, networking, and advocacy.
Established 3-person working group to:
Develop fluid two-year social media strategic plan.
Produce social media policy document.
Convened weekly standing conference call
Evaluated current and planned technology infrastructure

Alliance for CME: People
Researched social technographics from membership surveys
Interviewed key stakeholders
Alliance staff
Board and committee members
Gathered information on available staff resources

MECCA SM Survey
79% use SM in personal life compared to 83% in 2010.
55% self-identify as “novice” or “intermediate”
53% vs 44% MECCAs use social media in 2011.
45% of MECCAs are conducting small SM pilots.
LinkedIn and Facebook most popular
Source: Alliance for CME MECCA listserv (2011)

Social Technographics
Bernoff, J & Li C (2008) Groundswell.

BtoB Social Media Profile
Bernoff, J & Li C (2008) Groundswell.

Alliance for CME: Objectives
Drive traffic to Alliance website.
Increase visibility, awareness to drive membership.
Increase visibility of research, education, and commerce activities.
Inform public about the Alliance’s work, news, and events.
Communicate with Alliance followers, contacts, and members.
Disseminate Alliance publications, education opportunities, and conferences.

CommonPOST Objectives
Learning
Listening
Engagement
Energizing
Embracing
Support

Alliance for CME: Strategies
What do we hope to accomplish?
How will we support the changing relationships with our target audiences?
What will be the metrics of success/failure?
EX:
Increase membership by 20%
Improve access to advocacy and regulatory information

Alliance for CME: Technologies
Match People, Objectives and Strategies with appropriate SM tools.
Determine resource allocations for each channel to be successful.
Define roll-out and interactions w/ other media elements

LinkedIn, Facebook, and Twitter (Jan 2011)
Re-design Website and community launch (March 2011)
Blog (April 2011)
YouTube and iTunes (Summer 2011)

Blog
Link: http://blog.acme-assn.org/
Implementation: Fall 2010
Cost: Application being purchased by Alliance.
Resource Requirements:
One Editor (4-6 hours per month)
Alliance President (2 hrs per month)
6-10 initial contributing authors/Editorial Board (1.5 hrs per month per person).

In Summary
Develop and commit to a realistic strategic social media plan.
Use your Website as your “basecamp” for all social media use.
Keep the content fresh and ongoing.
Avoid “brand cannibalization” by unifying your identity under one brand.
Listen, share and engage through thoughtful dialogue.
Personalize your relationship with your audience.
Analyze key metrics to determine success and adjust your strategic plan accordingly.

Suggested Resources
“Goundswell: Winning in a world transformed by social media” by Charlene Li and Josh Bernoff @ www.forrester.com/Groundswell/
The Social Life of Health Information” by Susannah Fox @ www.PewInternet.org

Jeremy C. Lundberg, MSSW
www.dlc-solutions.com

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Strategic Planning for Social Media in the CME Enterprise

by DLC-Solutions.com and EthosCE.com on Feb 01, 2011

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Strategic Planning for Social Media in the CME Enterprise — Presentation Transcript