Strategic Planning for Social Media in the CME Enterprise

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Use the POST Method (People, Objectives, Strategies, Technologies) for creating and deploying social media in healthcare professional education and continuing medical education. Presentation includes free social media tools and step-wise approach for strategically planning your social media presence.

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Strategic Planning for Social Media in the CME Enterprise

  1. 1. Social Media<br />Strategic Planning for the CME Enterprise<br />Presented by:<br />Jeremy C. Lundberg, MSSW, LSW <br />
  2. 2. Agenda<br />What is social media?<br />The Social Media Tool Kit<br />Strategic planning and the P-O-S-T Methodology<br />Organizational considerations<br />
  3. 3. What is Social Media? <br />Social media (SM) supports the human need for social interaction using web-based technologies.<br />Transforms traditional monologues (one to many) into social dialogues (many to many). <br />Supports the democratization of knowledge and information, transforming people from content consumers into content producers.<br />
  4. 4. What is Social Media? <br />Must be applied as a strategy and NOT a tactic.<br />Uses technology to create an actual relationship with your audience. <br />Requires a commitment to strategic planning and execution in the context of your target audience’s demographics, objectives, and your available resources.<br />Look at social media as a collection of tools in your CME tool box.<br />
  5. 5. Why Use Social Media? <br />The technology is free.<br />Very low-cost, high-return.<br />Tremendous potential for reach and ongoing engagement.<br />It is not a “fad”, but an expectation.<br />Enhance continuity of learning, develop needs assessments, foster professional networking, promote advocacy and research...<br />
  6. 6. Social Media Tools<br />
  7. 7. It’s a Jungle Out There<br />
  8. 8. Free Social Media “Starter Kit”<br />
  9. 9. Drupal CMS<br />Leading open source content management system (CMS).<br />Support multiple Websites, designs and navigation.<br />Thousands of free add-on modules (e,g., blogs, discussion forums, mobile).<br />Tight integration with different social media channels<br />Role-based access and publishing.<br />Administered by people of all technical levels.<br />
  10. 10. WordPress.org<br />Top open-source blogging and CMS application.<br />Very easy to setup, brand and manage.<br />Great way to share your expertise and build traffic to your site.<br />Offers “one-touch” publishing.<br />Supports single- and multi-author blogs.<br />Robust moderation, commenting<br />Website and mobile browsing and publishing. <br />Free add-on features to integrate with your Website and social media tools.<br />
  11. 11. Facebook<br />Most popular social networking platform.<br />Over 500 million active users worldwide.<br />Enables anyone to easily setup, connect with friends and share content (e.g., status updates, video, pictures).<br />Fastest growing demographic 35+ yrs with females 55+ leading the pack. <br />Different levels of privacy settings.<br />Ideal for viral marketing, networking, andadvocacy.<br />Integration with your Website and other SM applications.<br />
  12. 12. YouTube<br />Most popular video sharing platform.<br />Over 250+ million active users worldwide.<br />Enables anyone to easily setup, upload, categorize and convert videos to Adobe Flash format. <br />People can view, comments, share, and embed your videos anywhere. <br />Different levels of privacy settings.<br />Ideal for viral marketing and awareness campaigns.<br />Popular with mobile smartphones.<br />Integration with your Website and other SM applications. <br />
  13. 13. Twitter<br />Very popular micro-blogging site.<br />3rd most popular social networking site.<br />Enables anyone to easily setup, network with others and post/receive text messages limited to 140 characters. <br />Available via personal Webpage and desktop and mobile applications. <br />Different levels of privacy settings.<br />Ideal for viral marketing, research, AND networking.<br />Integration with your Website and other SM applications. <br />
  14. 14.
  15. 15. Strategic Planning and Organizational Considerations<br />
  16. 16. Organizational Considerations<br />Effective social media implementation is a marathon, not a sprint. There is no finish line. <br />Make social media part of your “organizational DNA.” <br />Manage risk with clear policies on privacy, abuse, marketing, “friending”, etc.<br />Buy-in from senior leadership non-negotiable.<br />Setup an internal work-flow that identifies roles and responsibilities for implementation, maintenance and growth.<br />Setup a working group of 3-4 stakeholders with one team leader<br />Solicit ideas and feedback from broader committee including your clients.<br />Consider starting with manageable pilot projects. <br />
  17. 17. P-O-S-T Methodology<br />People: Assess your audiences’ social activities and demographics.<br />Objectives: Define what you want to accomplish and how you will measure success. <br />Strategy: Plan for how relationships with your audience will change.<br />Technology: Decide which social technologies to use.<br />Source: Forrester Research, Inc.<br />
  18. 18. Alliance for CME and Social Media<br />Wished to leverage social media for membership drives, education, networking, and advocacy.<br />Established 3-person working group to:<br />Develop fluid two-year social media strategic plan.<br />Produce social media policy document. <br />Convened weekly standing conference call<br />Evaluated current and planned technology infrastructure<br />
  19. 19. Alliance for CME: People<br />Researched social technographics from membership surveys<br />Interviewed key stakeholders<br />Alliance staff<br />Board and committee members<br />Gathered information on available staff resources<br />
  20. 20. MECCA SM Survey<br />79% use SM in personal life compared to 83% in 2010.<br />55% self-identify as “novice” or “intermediate”<br />53% vs 44% MECCAs use social media in 2011.<br />45% of MECCAs are conducting small SM pilots.<br />LinkedIn and Facebook most popular<br />Source: Alliance for CME MECCA listserv (2011)<br />
  21. 21.
  22. 22. Social Technographics<br />Bernoff, J & Li C (2008) Groundswell.<br />
  23. 23. BtoB Social Media Profile<br />Bernoff, J & Li C (2008) Groundswell.<br />
  24. 24. Alliance for CME: Objectives<br />Drive traffic to Alliance website. <br />Increase visibility, awareness to drive membership.<br />Increase visibility of research, education, and commerce activities. <br />Inform public about the Alliance’s work, news, and events. <br />Communicate with Alliance followers, contacts, and members.<br />Disseminate Alliance publications, education opportunities, and conferences.<br />
  25. 25. CommonPOST Objectives<br />Learning<br />Listening<br />Engagement <br />Energizing<br />Embracing<br />Support<br />
  26. 26. Alliance for CME: Strategies<br />What do we hope to accomplish?<br />How will we support the changing relationships with our target audiences?<br />What will be the metrics of success/failure?<br />EX:<br />Increase membership by 20%<br />Improve access to advocacy and regulatory information<br />
  27. 27. Alliance for CME: Technologies<br />Match People, Objectives and Strategies with appropriate SM tools. <br />Determine resource allocations for each channel to be successful.<br />Define roll-out and interactions w/ other media elements <br />
  28. 28. Alliance for CME: Technologies<br />LinkedIn, Facebook, and Twitter (Jan 2011)<br />Re-design Website and community launch (March 2011)<br />Blog (April 2011)<br />YouTube and iTunes (Summer 2011) <br />
  29. 29. Alliance for CME: Technologies<br />Blog<br />Link: http://blog.acme-assn.org/<br />Implementation: Fall 2010<br />Cost: Application being purchased by Alliance. <br />Resource Requirements: <br />One Editor (4-6 hours per month)<br />Alliance President (2 hrs per month)<br />6-10 initial contributing authors/Editorial Board (1.5 hrs per month per person).<br />
  30. 30. In Summary <br />Develop and commit to a realistic strategic social media plan.<br />Use your Website as your “basecamp” for all social media use.<br />Keep the content fresh and ongoing.<br />Avoid “brand cannibalization” by unifying your identity under one brand.<br />Listen, share and engage through thoughtful dialogue. <br />Personalize your relationship with your audience. <br />Analyze key metrics to determine success and adjust your strategic plan accordingly.<br />
  31. 31. Suggested Resources<br />“Goundswell: Winning in a world transformed by social media” by Charlene Li and Josh Bernoff @ www.forrester.com/Groundswell/<br />The Social Life of Health Information” by Susannah Fox @ www.PewInternet.org<br />
  32. 32. Jeremy C. Lundberg, MSSW<br />www.dlc-solutions.com<br />

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