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



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

    • Social Media in 15 MinutesNetsmart Connections 2010
      April 15, 2010
      Confidential discussion draft.
    • Social Media Creates Value
      Technology plus social interaction creates value.
      (Duct Tape Marketing)
    • Benefits for Us
      • Efficiently market system services
      • Create a support network
      • Engage advocates
      • Learn from clients, physicians and community
      • Evolve as ecosystem evolves
    • Audience Targets
      Together, we seek better outcomes.
      Employed and Affiliated Professionals
      Key Stakeholders
      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
      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.
    • Twitter Conversations
    • Monitoring & Staffing Twitter
      Set up 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
    • Facebook Conversations
    • Facebook Audiences
      • Community organizations
      • General public
      • Clients (current and previous)
      • Local and national media
      • Healthcare organizations
      • Nurses & physicians
      • 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
    • 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
    • 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
    • Length restrictions by video network:
      YouTube: 10 min
      Vimeo: no restriction
      Facebook: 20 min
    • Video Recommendations
      • Create one Channel on video networks to benefit from views. The more views, the higher it appears in search results
      • Complete all fields when uploading videos such as description, title, URL. Use keywords
      • Add a call to action at end of videos. Web site address, phone number…
      • Make playlists by category – News, Health, Community, Prevention
      • Use “chapters” in the videos if they are long
      • 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
      Client testimonials
    • 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)
      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
    • 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
    • LinkedIn
    • 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
    • Rating Sites
    • 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
    • Linking Social Networks
      Tying social network content together can be beneficial. Feeding multiple networks expands reach.
      • Link Twitter with Facebook and a LinkedIn profile.
      • Note: Cannot link Twitter to a LinkedIn Group
      • Set up Selective Tweets on Facebook to auto-post as Facebook News Feed status updates. Use hashtag #fb at end to post
      • Post longer content a few times weekly just to Facebook - events, photos, videos, notes, links and to respond to fan comments
      • Twitter can link to LinkedIn profile to update status. Choose updates for profile status using #in hashtag at end of tweet
      • 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
      Social Mention
    • Integrating Into Mix
    • Integrating Into Mix
      • Determine the overall marketing goal and strategy
      • Identify audience - Are they online? What are they saying?
      • Set campaign metrics
      • Select tools (email, direct mail, paid, earned, social, other)
      • Work with service lines on message, deliverables, approvals
      • Identify who owns social media components and monitoring
      • Develop editorial calendar that highlights the message, audience, channel (email, Facebook, Twitter….)
      • Create or adapt channel-specific content and creative
      • Monitor, evaluate, adjust
    • Summary
      • Update and add content to current social networks
      • Build social media team to guide strategy
      • 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
    • Questions & Comments
      Bill Balderaz
      Twitter: @bbalderaz