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Julia Campbell
J Campbell Social Marketing
“Harnessing the Power of the Patient”
Washington, DC
July 17, 2013
@JuliaCSocia...
About Me
 I have worked with nonprofits large and small, both
internally as a Development & Marketing Director and
extern...
Video
 http://www.youtube.com/watch?feature=player_embe
dded&v=QUCfFcchw1w#!
@JuliaCSocial #patientpower
Social Media
RULES OF THE ROAD
 Social media tools are always
changing. (You can’t cross it
off the To Do list.)
 “Getti...
Social & Mobile are HOT
 67% of online adults use social networking sites.
 15% use Pinterest
 13% use Instagram
 6% u...
Social & Mobile are HOT
 71% of women are users of social networking sites,
compared with 62% of men.
 Fully 40% of cell...
What’s Hot?
HOT TOOLS HOT CONCEPTS
 Facebook Graph Search
 New Facebook features
 Tumblr
 Pinterest
 Instagram
 Slid...
What’s Not?
 Posting and leaving
 Spam
 Push marketing
 No customer service/not
answering comments
 In-authenticity
...
Facebook Graph Search
 Very different from Google Search
 “Find more of what you’re looking
for through your friends and...
Facebook Graph Search
1) Conduct research on supporters.
 SHIFT Communications example
2) Get more Likes!
 Make your pag...
New Facebook Features
Working hashtags
Photos in comments
Instagram adds video
Facebook Insights getting
an upgrade
Replie...
TUMBLR
Where the 18-
29 demo lives!
@JuliaCSocial #patientpower
Tumblr is HOT!
 Tumblr may not have the most users, but it’s heavily-
used by those who love it.
 Micro-blogging, heavil...
Tumblr
 To Write Love on Her Arms
is a non-profit movement
dedicated to presenting
hope and finding help for
people strug...
Tumblr
Resources:
 Crash Course Tumblr 101:
http://www.digitaltrends.com/social-media/how-to-
use-tumblr/
 Nonprofits us...
PINTEREST
Not just for
recipes and
pretty shoes!
@JuliaCSocial #patientpower
Pinterest is HOT!
 Pinterest has almost caught up with Twitter – 15% of
adult U.S. Internet users (16% on Twitter).
 Pin...
Pinterest
 Articles written about how Pinterest may be the best
starting point for marketers in pharma and patient
advoca...
Pinterest
 Create Boards related to your organization but think
of the audience.
 What to pin?
 Videos from YouTube or ...
Pinterest Resources
 Accounts to follow:
 NonprofitOrgs
 Noland Hoshino
 Pinning4Good
 John Haydon
 A list of 102 Th...
Instagram
The land of
#selfies and
#foodporn
@JuliaCSocial #patientpower
Instagram is HOT!
 Used only on mobile devices – you can see and like
photos on a desktop but cannot upload or edit a pho...
Instagram
 @charitywater – shows their
efforts to improve lives
through clean water
 @unfoundation – campaigns,
announce...
Instagram
 Have a healthy balance of fun pictures and business
images.
 Host photo contests. #beverlyblock, #sonylove
 ...
SlideShare
Share your
presentations!
@JuliaCSocial #patientpower
SlideShare is HOT!
 3 billion slide views per month!
 “World’s largest community for sharing presentations”
 Supports
d...
SlideShare
 Customize your channel
 Use as a resource for your fans – research, reports,
presentations, how-to videos
 ...
Vine
6 seconds to
get your
message
across!
@JuliaCSocial #patientpower
Vine is HOT!
 Twitter’s smart phone app (on iOS and Android)
 A mobile service that lets you capture and share short
loo...
Vine
 Called “Instagram for videos”.
 Use it to showcase your mission
and your impact: elevator pitch
 Share facts
 Sa...
Vine
 Boehringer Ingelheim, Abbott and AstraZeneca are
among the first pharmaceutical companies to start
experimenting wi...
Snapchat
Where
tweens/teens
live!
@JuliaCSocial #patientpower
Snapchat
 Over 50 million “snaps”
(images or video) are sent
per day.
 Users share images or videos
that disappear after...
Content &
Curation
The future of
social.
@JuliaCSocial #patientpower
Content Marketing is HOT!
 “I think social is just a fancy word for human…
Content is just stuff people need to know to b...
Content Marketing
 Content is…
 Blog posts
 E-books
 Books
 Slideshows
 Videos
 Facebook posts
 Tweets
 LinkedIn ...
Content Curation is HOT!
 “Content Curation is a form of content marketing
where a publisher or small business editoriall...
Content Curation
 Compare to a museum curator:
 They identify a theme, provide the context, decide
which paintings to ha...
Content Curation
 Tools for Content Curation
 Scoop.it – http://www.scoop.it/u/juliacampbell
 Storify.com – http://stor...
Takeaways…
 Set a timer.
 Do one or two things well.
 You will never, ever, ever
consume all the information
available....
Connect with me!
Julia Campbell
@JuliaCSocial
J Campbell Social Marketing
julia@jcsocialmarketing.com
978-578-1328
www.jcs...
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The Latest Social Media Tools

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I will discuss the newer social network tools at "Harnessing the Power of the Patient," a free half-day seminar sponsored by Inspire and the Biotechnology Industry Organization (BIO). The seminar will take place 9 a.m. to 1 p.m. at BIO's headquarters, 1201 Maryland Ave, SW, Suite 900, in Washington, DC. Please RSVP by contacting BIO: bstoker@bio.org

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  1. 1. Julia Campbell J Campbell Social Marketing “Harnessing the Power of the Patient” Washington, DC July 17, 2013 @JuliaCSocial #patientpower
  2. 2. About Me  I have worked with nonprofits large and small, both internally as a Development & Marketing Director and externally as a consultant.  I help nonprofits use online tools such as social media, blogs and email marketing, to connect with their supporters.  To learn more about the marketing and social media services I offer, and to read my blog about all things social media and nonprofits, visit www.jcsocialmarketing.com @JuliaCSocial #patientpower
  3. 3. Video  http://www.youtube.com/watch?feature=player_embe dded&v=QUCfFcchw1w#! @JuliaCSocial #patientpower
  4. 4. Social Media RULES OF THE ROAD  Social media tools are always changing. (You can’t cross it off the To Do list.)  “Getting on social media” is not a marketing strategy.  Using social media will not compensate for a bad program or service.  The tools are NOT free – they take time, capacity, knowledge, resources. @JuliaCSocial #patientpower
  5. 5. Social & Mobile are HOT  67% of online adults use social networking sites.  15% use Pinterest  13% use Instagram  6% use Tumblr  67% use Facebook  16% use Twitter  20% use LinkedIn Pew Research Center’s Internet & American Life Project: http://www.pewinternet.org/ @JuliaCSocial #patientpower
  6. 6. Social & Mobile are HOT  71% of women are users of social networking sites, compared with 62% of men.  Fully 40% of cell phone owners use a social networking site on their phone, and 28% do so on a typical day. @JuliaCSocial #patientpower
  7. 7. What’s Hot? HOT TOOLS HOT CONCEPTS  Facebook Graph Search  New Facebook features  Tumblr  Pinterest  Instagram  SlideShare  Vine  Snapchat  Curation tools (Scoop.it, Storify)  Content/inbound marketing  Multichannel strategies  Focusing on fewer channels and doing them well  Increasing the social media spend (consulting, ads)  Data analysis for ROI or ROE  Elimination of silos  Social for charitable causes/cause marketing  Crowdfunding @JuliaCSocial #patientpower
  8. 8. What’s Not?  Posting and leaving  Spam  Push marketing  No customer service/not answering comments  In-authenticity  Cheesiness  Desperation  Buying likes and followers @JuliaCSocial #patientpower
  9. 9. Facebook Graph Search  Very different from Google Search  “Find more of what you’re looking for through your friends and connections.”  Your privacy choices determine what’s searchable.  “With Graph Search, you can look up anything shared with you on Facebook, and others can find stuff you've shared with them, including content set to Public. That means different people see different results.” @JuliaCSocial #patientpower
  10. 10. Facebook Graph Search 1) Conduct research on supporters.  SHIFT Communications example 2) Get more Likes!  Make your page easier to find. 3) Increase exposure to new people.  “My friends who like animals.” 4) Old content can be found again.  Caption and location tag all photos! 5) Showcase your events. @JuliaCSocial #patientpower
  11. 11. New Facebook Features Working hashtags Photos in comments Instagram adds video Facebook Insights getting an upgrade Replies to comments feature – now in chronological order @JuliaCSocial #patientpower
  12. 12. TUMBLR Where the 18- 29 demo lives! @JuliaCSocial #patientpower
  13. 13. Tumblr is HOT!  Tumblr may not have the most users, but it’s heavily- used by those who love it.  Micro-blogging, heavily visual  KISS – Keep it simple, silly!  Focus is on IMAGES, memes  Social network sharing  Use reblogging, following, liking @JuliaCSocial #patientpower
  14. 14. Tumblr  To Write Love on Her Arms is a non-profit movement dedicated to presenting hope and finding help for people struggling with depression, addiction, self- injury, and suicide.  TWLOHA exists to encourage, inform, inspire, and also invest directly into treatment and recovery. @JuliaCSocial #patientpower
  15. 15. Tumblr Resources:  Crash Course Tumblr 101: http://www.digitaltrends.com/social-media/how-to- use-tumblr/  Nonprofits using Tumblr: http://communityorganizer20.com/2013/03/06/five- nonprofit-organizations-connecting-with-tumblr/ @JuliaCSocial #patientpower
  16. 16. PINTEREST Not just for recipes and pretty shoes! @JuliaCSocial #patientpower
  17. 17. Pinterest is HOT!  Pinterest has almost caught up with Twitter – 15% of adult U.S. Internet users (16% on Twitter).  Pinterest has almost 25 million monthly unique visitors.  Pinterest posts last longer – Pinterest pins have a half life of over one week. (Tweet is 5-25 minutes; 80 minutes for Facebook)  Pinterest is aspirational, not of-the-moment.  All statistics from the Pew Internet & American Life Project (PewInternet.org) @JuliaCSocial #patientpower
  18. 18. Pinterest  Articles written about how Pinterest may be the best starting point for marketers in pharma and patient advocacy.  Not as conversational – “social without the chatter”  Less legal risk  Can be used for education  Teach people about a new product or service– how it works and how it will benefit them  Humanize your organization/company  More ideas: http://www.parkerwhite.com/b2b- pinterest-40-ideas/ @JuliaCSocial #patientpower
  19. 19. Pinterest  Create Boards related to your organization but think of the audience.  What to pin?  Videos from YouTube or Vimeo  Testimonials  Reports/graphs  Webinars  Images with text overlay  Infographics @JuliaCSocial #patientpower
  20. 20. Pinterest Resources  Accounts to follow:  NonprofitOrgs  Noland Hoshino  Pinning4Good  John Haydon  A list of 102 Things to Pin on Pinterest is at:  http://jcsocialmarketing.co m/2012/08/102-things-to- pin-on-pinterest @JuliaCSocial #patientpower
  21. 21. Instagram The land of #selfies and #foodporn @JuliaCSocial #patientpower
  22. 22. Instagram is HOT!  Used only on mobile devices – you can see and like photos on a desktop but cannot upload or edit a photo  Can’t share other people’s photos (easily)  Now featuring video!  Statistics:  100 million Monthly Active Users  40 million Photos Per Day  8500 Likes Per Second  1000 Comments Per Second @JuliaCSocial #patientpower
  23. 23. Instagram  @charitywater – shows their efforts to improve lives through clean water  @unfoundation – campaigns, announcements, volunteers  @twloha - #FearVsDreams  @unicefusa - #5thbday  @robinhoodnyc – photos from events, fundraisers and meetings @JuliaCSocial #patientpower
  24. 24. Instagram  Have a healthy balance of fun pictures and business images.  Host photo contests. #beverlyblock, #sonylove  Reward followers.  Feature your customers!  Promote events.  Showcase your brand experience.  How to use Instagram: http://www.suebzimmerman.com/ @JuliaCSocial #patientpower
  25. 25. SlideShare Share your presentations! @JuliaCSocial #patientpower
  26. 26. SlideShare is HOT!  3 billion slide views per month!  “World’s largest community for sharing presentations”  Supports documents, PDFs, videos and webinars. @JuliaCSocial #patientpower
  27. 27. SlideShare  Customize your channel  Use as a resource for your fans – research, reports, presentations, how-to videos  Upload reports and newsletters  Share presentations with other social channels  Upload videos – why not a video annual report?  Comments to continue the conversation, answer questions  Display your content on LinkedIn, Facebook  Archive conference presentations, training & orientation materials @JuliaCSocial #patientpower
  28. 28. Vine 6 seconds to get your message across! @JuliaCSocial #patientpower
  29. 29. Vine is HOT!  Twitter’s smart phone app (on iOS and Android)  A mobile service that lets you capture and share short looping videos 6 seconds long.  http://blog.twitter.com/2013/01/vine-new-way-to- share-video.html @JuliaCSocial #patientpower
  30. 30. Vine  Called “Instagram for videos”.  Use it to showcase your mission and your impact: elevator pitch  Share facts  Say thank you to supporters  Volunteer appreciation  Giving your brand a personality and some life – have fun!  Make people smile  Special announcements @JuliaCSocial #patientpower
  31. 31. Vine  Boehringer Ingelheim, Abbott and AstraZeneca are among the first pharmaceutical companies to start experimenting with Vine.  Videos cover disease awareness, prescription medicine assistance and event promotion  https://vine.co/v/huBMeJt0Ddl  https://vine.co/v/bJnUH0nOJtt  https://vine.co/v/bQwztZnIMnU @JuliaCSocial #patientpower
  32. 32. Snapchat Where tweens/teens live! @JuliaCSocial #patientpower
  33. 33. Snapchat  Over 50 million “snaps” (images or video) are sent per day.  Users share images or videos that disappear after a few seconds – forever.  Time-limited sharing (1 – 10 seconds)  Screenshot alert  Countdown clock  Snapchat limited to Facebook, phonebook and Snapchat friends @JuliaCSocial #patientpower
  34. 34. Content & Curation The future of social. @JuliaCSocial #patientpower
  35. 35. Content Marketing is HOT!  “I think social is just a fancy word for human… Content is just stuff people need to know to be human.” – Nick Kellet, co-founder List.ly  Content marketing is the art of communicating with customers and prospects without selling.  Delivering information that makes your buyer more intelligent, informed and happy! @JuliaCSocial #patientpower
  36. 36. Content Marketing  Content is…  Blog posts  E-books  Books  Slideshows  Videos  Facebook posts  Tweets  LinkedIn updates  Etc. “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” – Content Marketing Institute, http://contentmarketinginstit ute.com @JuliaCSocial #patientpower
  37. 37. Content Curation is HOT!  “Content Curation is a form of content marketing where a publisher or small business editorially collects the best content related to a specific niche and targeted to a specific audience then enhances that content by adding personal opinions and expertise.” – Forbes @JuliaCSocial #patientpower
  38. 38. Content Curation  Compare to a museum curator:  They identify a theme, provide the context, decide which paintings to hang on the wall, how they should be annotated, and how they should be displayed. (Beth Kanter)  A good content curator continually seeks, makes sense of and shares the best and most relevant content on a particular topic online. @JuliaCSocial #patientpower
  39. 39. Content Curation  Tools for Content Curation  Scoop.it – http://www.scoop.it/u/juliacampbell  Storify.com – http://storify.com/jcsocial/sandberg  Paper.li – Online newspaper  List.ly – Social, visual lists (Top Marketing Books, Top Crowdsourcing Sites, Must Read Tech Blogs)  The Tweeted Times  Pocket – Central place to pull in content from all your devices @JuliaCSocial #patientpower
  40. 40. Takeaways…  Set a timer.  Do one or two things well.  You will never, ever, ever consume all the information available.  There will always be one more tweet to send, one more post to write.  Maintain authenticity.  Use a personal voice.  Outsource if you need it.  Don’t lose sight of what’s really important to you. @JuliaCSocial #patientpower
  41. 41. Connect with me! Julia Campbell @JuliaCSocial J Campbell Social Marketing julia@jcsocialmarketing.com 978-578-1328 www.jcsocialmarketing.com @JuliaCSocial #patientpower
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