Social Media in 15 Minutes at Netsmart Connections 2010
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Social Media in 15 Minutes at Netsmart Connections 2010

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Bill Balderaz, of Webbed Marketing, presents Social Media in 15 Minutes at Netsmart Connections 2010.

Bill Balderaz, of Webbed Marketing, presents Social Media in 15 Minutes at Netsmart Connections 2010.

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  • 1. Social Media in 15 MinutesNetsmart Connections 2010
    April 15, 2010
    Confidential discussion draft.
  • 2.
  • 3. Social Media Creates Value
    Technology plus social interaction creates value.
    (Duct Tape Marketing)
  • 4. Benefits for Us
    • Efficiently market system services
    • 5. Create a support network
    • 6. Engage advocates
    • 7. Learn from clients, physicians and community
    • 8. Evolve as ecosystem evolves
  • Audience Targets
    Together, we seek better outcomes.
    Patients/clients
    Employed and Affiliated Professionals
    Employees
    Media
    Key Stakeholders
  • 9. www.twitter.com
    About
    Twitter is a community of friends and strangers from around the world sending updates about moments in their lives in 140 characters or less.
    Twitter names/accounts/handles have to be 15 characters or less
    100 million users
    Adoption among influencers
    Why
    To connect with patients, competitors, pitch stories to the media, industry experts and listen to relevant conversations. Content is “teasers” to drive them to content on Facebook, Web site, YouTube, blog posts, etc.
  • 10. Twitter Conversations
  • 11. Monitoring & Staffing Twitter
    Set up www.tweetbeep.com alerts on keywords
    • (agency name, “substance abuse” “public health”)
    Set up CoTweet account to monitor – can route inquiries (direct messages) to emails
    One person monitors account and conversations
    • Can acquire help on responses
    One person posts main content 3-4 times a week
    Time: 15-20 min a day if content calendar built
  • 12. Facebook Conversations
  • 13. Facebook Audiences
    • Community organizations
    • 14. General public
    • 15. Clients (current and previous)
    • 16. Local and national media
    • 17. Healthcare organizations
    • 18. Nurses & physicians
    • 19. Search on keywords “substance abuse” etc.
  • Facebook Management Tools
    Facebook is best managed directly
    TweetDeck, a Twitter desktop application, allows you to post to your Facebook Wall and monitor conversations within your network - but can’t do everything
    HootSuite, a multi-person desktop management tool for Twitter, allows some updating functionality
  • 20. Frequency of Facebook Posts
    Facebook Newsfeeds are what people see when logging into their Facebook page. The more an agency posts to their page, the more chances the agency has of being seen by their network
    Post to Facebook at least2-3 times a week. Daily is better
  • 21. Video is the fastest growing type of content
    YouTube is considered a search engine (and the second fastest growing!)
    Three main video networks for sharing
  • 22. Length restrictions by video network:
    YouTube: 10 min
    Vimeo: no restriction
    Facebook: 20 min
  • 23. Video Recommendations
    • Create one Channel on video networks to benefit from views. The more views, the higher it appears in search results
    • 24. Complete all fields when uploading videos such as description, title, URL. Use keywords
    • 25. Add a call to action at end of videos. Web site address, phone number…
    • 26. Make playlists by category – News, Health, Community, Prevention
    • 27. Use “chapters” in the videos if they are long
    • 28. Can use YouTube for almost everything. Embed videos on Facebook instead of using their player. Use Vimeo if video is long and embed on the Web page or Facebook.
  • YouTube Content
    News clips
    Education videos
    Facility fly-thru videos
    Event videos
    Interviews
    Client testimonials
  • 29. YouTube Monitoring & Staffing
    Administrator can monitor comments – sent to email
    One person should monitor the Channel and able to respond quickly (within 24 – 48 hours)
  • 30. www.linkedin.com
    About
    LinkedIn networks 10 million pros in 130 industries
    Your network consists of your connections, your connections’ connections, and the people they know, linking you to thousands of qualified professionals
  • 31. Why
    Find employees, service providers, subject experts, and partners who come recommended
    Be found or validated for funding opportunities
    Post and distribute job listings to find high-quality passive candidates
    Get introduced to others through people you know
  • 32. LinkedIn
  • 33. Getting started on LinkedIn
    HR and recruiters build profiles and start connecting with professionals
    Be transparent
    Use relevant keywords in the profile
    Find relevant healthcare groups on LinkedIn
    By service lines, healthcare IT, HR, physicians
  • 34. Rating Sites
    www.healthgrades.com
    www.vitals.com
    www.netdocs.com
    www.consumerhealthratings.com
    www.ratemds.com
    www.drscore.com
  • 35. Rating Sites
    Be careful! Some of the rating sites are how much money you spend on advertising or listing.
    Rating sites seem to rank well on keyword searches
    Because they are visible, important to monitor the ratings
    Can build profiles on main networks
  • 36. Linking Social Networks
    Tying social network content together can be beneficial. Feeding multiple networks expands reach.
    • Link Twitter with Facebook and a LinkedIn profile.
    • 37. Note: Cannot link Twitter to a LinkedIn Group
    • 38. Set up Selective Tweets on Facebook to auto-post as Facebook News Feed status updates. Use hashtag #fb at end to post
    • 39. Post longer content a few times weekly just to Facebook - events, photos, videos, notes, links and to respond to fan comments
    • 40. Twitter can link to LinkedIn profile to update status. Choose updates for profile status using #in hashtag at end of tweet
    • 41. A LinkedIn group must be logged into and the content added manually. Groups can host discussions, news links, job postings 
  • Free Monitoring Tools
    Google Alerts
    TweetBeep
    Social Mention
    WhosTalkin
  • 42. Integrating Into Mix
  • 43. Integrating Into Mix
    • Determine the overall marketing goal and strategy
    • 44. Identify audience - Are they online? What are they saying?
    • 45. Set campaign metrics
    • 46. Select tools (email, direct mail, paid, earned, social, other)
    • 47. Work with service lines on message, deliverables, approvals
    • 48. Identify who owns social media components and monitoring
    • 49. Develop editorial calendar that highlights the message, audience, channel (email, Facebook, Twitter….)
    • 50. Create or adapt channel-specific content and creative
    • 51. Monitor, evaluate, adjust
  • Summary
    • Update and add content to current social networks
    • 52. Build social media team to guide strategy
    • 53. Dedicate time to social media
    Update and revise policy and staff education
    Test 1-2 applications
    Migrate from ‘broadcast’ to ‘dialog’
    Identify applications to benefit internal needs
  • 54. Questions & Comments
    Bill Balderaz
    bbalderaz@webbedmarketing.com
    www.webbedmarketing.com
    Twitter: @bbalderaz