Social Media Masterclass - AGPAL & QIP 2018 Conference
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This document summarizes a social media masterclass that covered developing a social media strategy with a patient-first approach. It discusses understanding patient behavior on social media and focusing on building relationships over transactions. The masterclass covered the key social media channels of Facebook, Instagram, YouTube and using them in a compliant way according to AHPRA and RACGP standards. It emphasizes creating valuable content, using different content types, and measuring engagement and other metrics to improve social media performance over time.
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Social Media Masterclass - AGPAL & QIP 2018 Conference
- 1. Social Media Masterclass By Ellie Bakker Marketing Director Splice Marketing
- 6. Understanding Patient Behaviour “Millennials (ages 21 to 36) want their relationship with their healthcare provider to reflect the relationships they have with other trusted organisations,” They believe… “A doctor must fit into their online, social world—become a trusted friend… This is how you gain their loyalty.”
- 7. The Best Social Media Strategy For Health Professionals • Relationships before transactions. • Patient-first approach - what, when, how, value. • Trends online and in patient behaviour. • Creates community.
- 8. Case Study - Mayo Clinic
- 9. Which Channel Should You Use? Social Media Landscape
- 12. Content Calendar SPLICE MARKETING PRO TIP: Apply the 80/20 rule. 80% of valuable, informative content and 20% promotional content about you and your practice.
- 13. Content Examples
- 14. Content Examples
- 18. Quick Wins For Facebook “Live videos on average get six times as many interactions as regular videos.” Buffer 2017. Facebook LIVE Videos
- 19. Quick Wins For Facebook A study of Australian users revealed that social media users watch 51 minutes of video content every day. Videos
- 20. Quick Wins For Facebook Facebook Ads$0.31 per click Reach 8,872 Relevancy 7/10 $0.91 per click Reach 53,929 Relevancy 7/10 $0.09 per engagement Reach 6,600 Relevancy 10/10
- 21. When Should You Post?
- 23. Quick Wins For Instagram • Use 10+ branded hashtags on every post. • Post great content - share your story, behind the scenes, the real and the raw of you as a person, images that inspire. • Try different styles - “checker board” or “puzzle design”. • Incorporate videos into Instagram.
- 24. Quick Wins On Instagram • Use Instagram stories to share something you’re passionate about (similar to Snapchat). • Use stories to ask questions and engage your audience. • Post daily.
- 25. Improve Efficiencies - Hootsuite
- 27. Quick Wins For YouTube • Upload all your videos to YouTube • Use keywords in your titles and descriptions e.g. Lower Blood Pressure Naturally; Manly General Practitioner Shares Tips On Avoiding The Flu This Season • Aim for around 5 minutes or more for YouTube videos
- 31. Australian Health Practitioner Regulation Agency (AHPRA) When using social media, health practitioners should remember that the National Law, their National Board’s code of ethics and professional conduct (the Code of conduct) and the Guidelines for advertising regulated health services (the Advertising guidelines) apply. AHPRA’s Social Media Policy
- 32. Key Principles • Comply with professional obligations • Comply with privacy and confidentiality obligations • Do not make unsubstantiated claims • Don’t use testimonials AHPRA’s Social Media Policy
- 33. Risk Mitigation Tips • Testimonials • Facebook Compliance • Limiting Messenger Discussions • Audit
- 34. Quality Tip! Social Media Policy • Outlines company expectations • What is and isn’t acceptable • Who’s responsible for content and approvals • Clarity around culture • Maintains strong brand presence Social Media Policy
- 35. RACGP 5th Edition Standards
- 36. RACGP Social Media Policy SPLICE MARKETING PRO TIP: Start with the RACGP Social Media Policy Template. https://www.racgp.org.au/your-practice/ehealth/social-media/guide/
- 38. Track, Measure, Improve Metric Benefit How to interpret results Engagement User is actually interested as they are engaging with your content. Create and share the content that is getting the most engagements - tips, advice etc. Content Types Understanding of what type of content is appealing to your patients. Create more of this type of content. Audience Numbers More followers mean a larger community around your brand. Leverage other marketing efforts to help grow your online audience numbers.
- 39. Session Takeaways Social Media success looks like… 1. Patient-First 2. Content 3. Channel Knowledge 4. Compliance 5. Measure, Track and Improve
- 40. Celebrate Quality - Content Strategy Offer 3 Month Content Strategy & Content Package Visit Splice Marketing at Booth 19