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Kevin Green Strategic Communications

Social networking applications for health communications (11/4/09 Harvard Pilgrim's Growing Up Healthy conference)

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Kevin Green Strategic Communications

  1. 1. 11.04.09<br />Leveraging Social Media to Reach the Community<br />
  2. 2. Agenda<br />Proprietary and Confidential<br />2<br />Introduction to Social Media<br />Social Media Approach<br />Best Practices – Platforms / Channels<br />Distributing the Message<br />well, then<br />Questions?<br />
  3. 3. Introduction to Social Media <br />3<br />
  4. 4. Succeeding in the Recommendation Economy<br />Today’s economy is driven by individuals sharing opinions, experiences, and recommendations with others<br /><ul><li>27% of all personal conversations involve serious discussions of products or services (McKinsey)
  5. 5. 91% say consumer reviews are the #1 aid to a buying decision (JC Williams Group)
  6. 6. 87% trust a friend’s recommendation over a review by a critic (Marketing Sherpa)
  7. 7. Social network users are 3 times more likely to trust peer opinions over advertising when making purchase decisions (JupiterResearch)
  8. 8. Information Technology buyers trust social media more than any other content source (PJA IT Social Media Index)</li></ul>“People have replaced trust in advertising with trust in individuals”<br />4<br />
  9. 9. What is Social Media?<br />5<br />Social media describes the behaviors of people interacting with online technology to share opinions, insights, experiences and perspectives with each other <br />Reputation Aggregators<br />Blogs and Forums<br />Communities<br />Social Networks<br />
  10. 10. Social Media is about Quality Relationships<br />It’s used to create new connections and to openly share ideas, experiences, and opinions.<br />6<br />Participation requires:<br /><ul><li>Listening and learning
  11. 11. Joining the conversation to contribute value and build relationships
  12. 12. A new approach to marketing effectiveness measurement</li></ul>Goals of participation:<br /><ul><li>Gain deep customer/constituent insight
  13. 13. Cultivate, facilitate influence
  14. 14. Build communities </li></li></ul><li>Social Media Approach <br />7<br />
  15. 15. How can Brands Leverage Social Media? <br />The opportunity exists for anyone to leverage the power of social mediatogenerate results: sell products or services, build relationships, inform constituencies and connect with key community members.<br />Social media cultivates a rich, online experiencearound your initiativeto drive a stronger emotional connection, deeper engagement, and preference. Building experiences for thelong term, be committed to social media to achieve the greatest success. <br />8<br />Proprietary and Confidential<br />
  16. 16. Distribution<br />Partners<br />Events<br />Blogs<br />Brand Hub<br />Social <br />Hub<br />Social <br />Hub<br />Media <br />Partners<br />Forums<br />Forums<br />Social Media Approach <br />Driving meaningful engagement means using the digital channel to actually demonstrate the value of being part of communities. This kind of presence can start to build the kind of engagement and trust that drives users to become part of a community.<br />New Model <br />Old Model <br />Online <br />Media<br />Brand Hub<br />Search<br />Email<br />Offline <br />Media<br />9<br />Proprietary and Confidential<br />
  17. 17. Shifting Media Models<br />Traditional Awareness<br />Social Media <br />Display ads lead<br />Drive clicks<br />Use budget to purchase space<br />Brand presence in hub only<br />Content leads<br />Drive engagement<br />Use budget & content to partner<br />Brand presence distributed broadly<br />10<br />Proprietary and Confidential<br />
  18. 18. Guidelines for Participation<br />11<br />
  19. 19. Operating Guidelines<br />Align Objectives <br />Ensure use of social media marketing will drive business goals. Understand how social media fits within your overall marketing strategy and design goals appropriately. <br />Be Authentic <br />Social media audiences respond best to full transparency. Always say who you are and how you are connected to the organization / brand. <br />Stay Active<br />Effective social media engagement requires consistent participation. <br /><ul><li>Twitter – Update 1-2x per day
  20. 20. Facebook / Linkedin – Update 2-3x per week
  21. 21. YouTube – Update 3-4x per month
  22. 22. Blogger Outreach / Content Distribution – When available</li></ul>Proprietary and Confidential<br />12<br />1<br />2<br />3<br />
  23. 23. Listen & Learn <br />Identify advocates / communities that might be leveraged as conductors or creators of content. Consistent monitoring helps unearth actionable insights from the community and key areas of opportunity. <br />Make Content Distribution King <br />Development and distribution of content is critical to effective social media engagement. <br />Balance Voices<br />A playbook of approved communications / themes achieves this goal and is especially helpful if community ambassadors outside your organization are expected to carry on your conversation. <br />Proprietary and Confidential<br />13<br />Operating Guidelines<br />4<br />5<br />6<br />
  24. 24. Demonstrate Value<br />Community members expect organizations to add value to conversations within the social media space. <br />Understand Risk<br />Social media engagement requires an appetite for risk. Communications are malleable and spread at the will of the community.<br />Play Offense <br />Where possible, be proactive in engaging audiences. Don’t assume audiences will find you. <br />Plan Defense <br />Have a plan to deal with critical voices in the marketplace and establish a code to distinguish level of threat. <br />Proprietary and Confidential<br />14<br />Operating Guidelines<br />7<br />8<br />9<br />10<br />
  25. 25. Best Practices: Platforms / Channels<br />15<br />
  26. 26. 16<br />
  27. 27. YouTube Overview<br />17<br />With YouTube, you can:<br /><ul><li>Create an account which grants you your own personal video channel
  28. 28. Categorize and tag your videos to make them easier to find
  29. 29. Comment on and rate videos that other users have uploaded
  30. 30. Subscribe to other users’ channels and add them as “friends,” similar to other social networks
  31. 31. Share videos via other social media platforms including Twitter and Facebook
  32. 32. Inspire fans to create their own content to add to the community</li></ul>* YouTube Blog – May 20, 2009 & Comscore, April 2009<br />
  33. 33. YouTube Tips<br />How to be successful on YouTube:<br /><ul><li>Create a branded channel
  34. 34. Show the human side of your community
  35. 35. Provide exclusive and compelling content to educate audiences
  36. 36. Regularly upload fresh and relevant content
  37. 37. Utilize as forum to respond to critical community members
  38. 38. Link to other social network platforms where organization has a presence
  39. 39. Include the organization logo in all uploaded videos
  40. 40. Attract and recruit channel subscribers</li></ul>18<br />
  41. 41. Case Study – Beatbullying<br /><ul><li> 75,000 Channel Views
  42. 42. 149 Video Uploads
  43. 43. 194 Comments
  44. 44. #9 Most Subscribed in UK
  45. 45. 1,115 Subscribers
  46. 46. True Stories from Teens</li></ul>19<br />
  47. 47. 20<br />
  48. 48. 21<br />Twitter Overview<br />With Twitter, you can:<br /><ul><li>Send updates via the web or your mobile device
  49. 49. “Follow” the tweets of another user you find particularly interesting or influential
  50. 50. Directly reply to or engage in a discussion with other users (both publicly and privately)
  51. 51. Share interesting Tweets sent out by other users to your followers (while also attributing the information to them)</li></ul>*NielsenWire – March 18, 2009<br />
  52. 52. Twitter Tips<br />How to be successful on Twitter:<br /><ul><li>Create a branded Twitter page
  53. 53. Update frequently (at least 1-2x per day)
  54. 54. Embrace transparency – be personable, relatable, and honest with your followers
  55. 55. Ensure timely responses to all comments and questions
  56. 56. Consider using as “breaking news” teaser for promotion of new programs, research, etc
  57. 57. Link to other social network platforms where organization has a presence
  58. 58. Monitor what community members are saying about your brand and respond accordingly (Local search)</li></ul>22<br />
  59. 59. Case Study – Komen for the Cure<br /><ul><li>11 local profiles
  60. 60. Over 20,000 Followers
  61. 61. Photo Uploads
  62. 62. Local Stories
  63. 63. Links to additional social media activities
  64. 64. Following local activists and community members</li></ul>23<br />
  65. 65. 24<br />
  66. 66. Facebook Overview <br />With Facebook, you can:<br /><ul><li>Recruit Facebook users to become a “fan” of your page.
  67. 67. Incorporate exclusive content, including photos, video, company information, event invitations and discussion threads
  68. 68. Utilize discussion threads and wall posts on your page to directly engage with and respond to fans of your organization</li></ul>25<br />*Comscore, April 2009<br />
  69. 69. Facebook Tips<br />How to be successful on Facebook:<br /><ul><li>Share relevant and engaging content ranging from photos and videos
  70. 70. Show the human side of your organization
  71. 71. Use the News Feed strategically and to your benefit
  72. 72. Respond to discussion threads regularly and in a timely manner
  73. 73. Recruit and interact with fans
  74. 74. Connect your Fan Page with your other social platforms and offline programs
  75. 75. Make your page into a resource for organization information
  76. 76. Include content that allows for fan interaction</li></ul>26<br />
  77. 77. Case Study – City Year<br /><ul><li>4,480 Fans
  78. 78. Video and Photos
  79. 79. Vibrant discussion forum
  80. 80. Events
  81. 81. Quick community responses
  82. 82. Links to all other social media activity
  83. 83. Uses profile picture to promote activity</li></ul>27<br />
  84. 84. Distributing the Message<br />28<br />
  85. 85. Distributed Content Overview<br />By distributing content, you can:<br /><ul><li>Amplify the message by reaching a broader audience beyond the brand website
  86. 86. Create consumer interest in the brand through contextually relevant placement near other similar content
  87. 87. Engage community in novel, relevant ways that create/promote brand involvement
  88. 88. Provide relevant value that drives positive association between the brand and the environment where the content is hosted </li></ul>29<br />Source: iMediaConnection Putting your content where it matters <br />
  89. 89.
  90. 90. Distributed Content<br />How to be successful with distributed content:<br /><ul><li>Carefully consider the synergy between the type of content/assets available and the environments where they are distributed to ensure relevancy and value for the community
  91. 91. Pursue environments that are compelling to the target audience, and where there will be transferred equity to the brand
  92. 92. Ensure that content/assets are easily shareable to promote pass along
  93. 93. Where appropriate, provide opportunities for a user to opt-in for additional information, and begin an ongoing relationship
  94. 94. Allow the audience to provide comments/input to refine the content approach</li></ul>31<br />
  95. 95. 32<br />
  96. 96. Blog Overview<br />By starting a blog, you can:<br /><ul><li>Create a destination to connect with constituents through thought leadership
  97. 97. Share perspectives, news and content for your target audience
  98. 98. Expose the human side of your organization
  99. 99. Organize and collaborate around initiatives
  100. 100. Respond to industry issues and critics</li></ul>33<br />
  101. 101. Blogger Outreach Overview<br />By engaging bloggers, you can:<br /><ul><li>Effectively reach an engaged audience around a particular topic area
  102. 102. Build positive brand association through recommendations from trusted sources
  103. 103. Gain access to potential sources of user generated content
  104. 104. Solicit real-time feedback on ideas
  105. 105. Positively impact natural search rankings though link building</li></ul>34<br />
  106. 106. Blogger Outreach<br />How to be successful with blogger outreach:<br /><ul><li>Conduct extensive research to determine who the influential bloggers are for the target market
  107. 107. Build relationships with bloggers prior to outreach
  108. 108. Consider utilizing bloggers in additional brand communications or as offline spokespeople
  109. 109. Offer the bloggers something of value for them and their readers</li></ul>35<br />
  110. 110.
  111. 111. well, then “mission”<br />Wellbeing isn’t something you are. It’s something you do. Something anyone can do. Whether we’re young or old, athletic or chronically ill, there’s something everyone can do at any stage of life or health to be as well as we can be. <br />Each day we make dozens of choices: about what to eat, how to stay active, when to take our medication, etc. Every one of these choices, no matter how small, can help improve our wellbeing and our quality of life in a huge way.<br />This is what “well, then” is about. It’s a way of thinking about our wellbeing. And it’s a community where we can share stories about what we do to be as well as we can be in the hope that by exchanging ideas, we will all benefit and all of our lives will be better. <br />
  112. 112. well, then<br />
  113. 113. User profiles<br />
  114. 114. User Generated Content<br />
  115. 115. Ambassador Activation<br />
  116. 116. Facebook<br />
  117. 117. Twitter<br />
  118. 118. YouTube<br />
  119. 119. LinkedIn<br />
  120. 120. Thank YouQuestions?<br />46<br />