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Know Your Audience: Social Media Planning
 

Know Your Audience: Social Media Planning

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Know your audience. Using demographics and research to build your social media plan for healthcare.

Know your audience. Using demographics and research to build your social media plan for healthcare.

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    Know Your Audience: Social Media Planning Know Your Audience: Social Media Planning Presentation Transcript

    • Know Your Audience Designing a New Media Platform that Appeals to a Targeted Demographic Jamey Shiels Director Social Media & Digital Communications
    • About Aurora • Integrated health system • Eastern WI & Northern IL • 15 hospitals, 90 clinics and 75 pharmacies • 29,000 employees • Social media program launched summer 2008
    • Agenda
    • Agenda • Utilizing demographic statistics to formulate a strategy for success
    • Agenda • Utilizing demographic statistics to formulate a strategy for success • Which social media channels are best for targeting specific demographics
    • Agenda • Utilizing demographic statistics to formulate a strategy for success • Which social media channels are best for targeting specific demographics • Applying traditional marketing methods into social media strategies
    • Utilizing demographic information to formulate a strategy for success David
    • Utilizing demographic information to formulate a strategy for success David
    • Utilizing demographic information to formulate a strategy for success • Clarify Goals • Research • Define Metrics • Build a plan David
    • Clarify Goals • Patient satisfaction • Engagement • Growth
    • Clarify Goals • Patient satisfaction • Engagement • Growth
    • Clarify Goals • Patient satisfaction • Engagement • Growth
    • Clarify Goals • Patient satisfaction • Engagement • Growth
    • Demographic Research • Internal utilization • Market research • Keyword research • Listening platforms • Platform specific Spring
    • Define Metrics • Define the 'R' in ROI • Awareness • Interaction • Conversion • Build to your metrics • Analyze and evolve Alfresco.co
    • Social Media Channels For Targeting Specific Demographics • Micro-content • Social networking • Video • Blogs • Patient communities
    • Patient communities • Target communities that support goals • Research communities to identify audience and needs • Deliver content, tools and information that is valuable
    • Applying traditional marketing methods into social media strategies • Print • Direct mail social • In-store market • Word of mouth public internal
    • Formulate an Integrated Strategy • Goals guide approach • Research and demographics guide strategies and tactics • Measure success/failure and evolve Meet patients where they are then develop content and interactions that join patient needs and brand wants
    • Thank You www.aurorahealthcare.org www.Twitter.com/aurora_health www.facebook.com/aurorahealth www.linkedin.com/in/jameyshiels
    • Targeting in Action Aurora Baycare Sports Medicine Institute
    • The Challenge • Highly competitive market • Engaged audience • Specific goals
    • • Utilizing demographic statistics to formulate a strategy for success • Which social media channels are best for targeting specific demographics • Applying traditional marketing methods into social media strategies
    • Goals • 15% increase in referrals • Increase awareness for service offerings • Build affinity with target audience
    • Research • Existing patient utilization • Keyword analysis • FB insights
    • Metrics • Clear calls to action • Total fans and growth by quarter • Click through traffic • Increased site traffic to events • New appointments
    • • Utilizing demographic statistics to formulate a strategy for success • Which social media channels are best for targeting specific demographics • Applying traditional marketing methods into social media strategies
    • Program • Facebook fan page to engage target audience in where they are • Content strategy providing relevant health and wellness information • Twitter to distribute information and drive awareness • Video for athletic and performance information to drive interactions • Search engine optimization and marketing • Mobile
    • • Utilizing demographic statistics to formulate a strategy for success • Which social media channels are best for targeting specific demographics • Applying traditional marketing methods into social media strategies
    • Integrated Communications • Social media program announced via traditional methods • Direct mail • In-store displays and flyers • Email
    • Results • 800 Facebook fans in three weeks • Increase in facility visits • 14% Increase in site traffic for events