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What's Your Story? Designing Social Media Engagment

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Talk given to the Media department at University Hospitals in Cleveland, OH

Published in: Design

What's Your Story? Designing Social Media Engagment

  1. 1. Digital strategies, integrated marketing & web sites for social good
  2. 2. Today we’ll: • Explore social media engagement • Learn how to tell on-brand stories • Discuss social media listening and how to measure success • Oh, and have some fun.
  3. 3. Cool? Let’s do this.
  4. 4. Digital Engagement Ecosystem Social Media Display Mobile WebContent Email Paid Search
  5. 5. Digital Engagement Ecosystem Social Media Display Mobile WebContent Email Paid Search
  6. 6. More than 40% of consumers say that information found via social media affects the way they deal with their health. Source: Mediabistro
  7. 7. 30% of adults are likely to share information about their health on social media sites with other patients, 47% with doctors, 43%with hospitals, 38%with a health insurance company and 32% with a drug company Source: Fluency media
  8. 8. 41% of people said social media would affect their choice of a specific doctor, hospital, or medical facility Source: Demi & Cooper Advertising and DC Interactive Group
  9. 9. 31% of health care organizations have specific social media guidelines in writing Source: Institute for Health
  10. 10. “ THE POWER OF STORYTELLING The best and most beautiful things in the world cannot be seen or even touched. They must be felt with the heart. Helen Keller
  11. 11. SOURCE: http://www.lyquix.com/blog-and-news/new-year-s-resolution-smarter-social-media-campaigns
  12. 12. “Give me six hours to chop down a tree and I will spend the first four sharpening the axe. Abraham Lincoln PLANNING & STRATEGY
  13. 13. Your social media brand • Write a word or phrase on a green sticky that you want people to feel when engaging with your brand on social media • Now write a word or phrase on a red sticky that you don’t want people to feel when engaging with your brand on social media • Stick ‘em on the wall
  14. 14. Setting social media goals What do you want to do? • Build brand awareness • Showcase expertise • Engage with community • Share health information • ????????? • ????????? • ????????? How will you accomplish it? • ? • ?? • ??? • ???? • ????????? • ????????? • ?????????
  15. 15. Create a social media persona • Age • Gender • Education • Occupation • Family details • Interests • History with hospital • Comfort with technology • Social media preferences • What you want them to do
  16. 16. Content strategy considerations • Create a multi-channel editorial calendar • Establish a consistent voice and tone • Think about visuals • Develop a publishing workflow • Understand guidelines & governance • Plan for crisis response
  17. 17. Working as a team • Use tools to make collaboration easier • Share content ideas • Know how, where, and what you’ll post • Delegate by shifts or networks • Give everyone the right access •Communicate, Communicate, Communicate.
  18. 18. “No, Watson, this was not done by accident, but by design. Sherlock Holmes CRAFTING & CURATING THE STORY
  19. 19. Best performing posts • Facebook – 40 characters or less – No more than 2x day • Twitter – 100-115 characters – Tweet “sweet spot” is 3x a day SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images
  20. 20. Do’s & Don’ts • DO ask questions • DO be responsive • DO connect on a human level • DO be clever • DO know what works on each channel • DON’T be polarizing but… • DON’T shy away from controversial or difficult topics • DON’T be the firehose SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images
  21. 21. Images ARE content • Back up & add depth to your message • Show statistics or data • Go above and beyond the written content • Keep it simple (not simplistic) SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images
  22. 22. Beyond photos • Quotes • Stats • Infographics • Illustrations • Type Treatments • Animated GIF • Videos
  23. 23. SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images
  24. 24. SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images
  25. 25. SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images
  26. 26. SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images
  27. 27. SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images
  28. 28. What makes it “sharable”? • Emotion • Relevance • Colors • Typography • Hashtags and Text SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images
  29. 29. Emotional drivers • Admiration • Interest • Serenity • Amazement • Astonishment SOURCE: https://hbr.org/2013/10/research-the-emotions-that-make-marketing-campaigns-go-viral/
  30. 30. Embrace consistency • Use brand guide as a starting point for developing a social media style • Use the same font families, styles and weights on all your posts • Identify a color palette & stick to it • Use logo/hashtag/slogan to brand posts BUT don’t let it paralyze you.
  31. 31. Create visual impact • Be different; Stand out from your competitors • Always be contextual to the topic • Less is more • Select a bold, clear image • Use powerful & readable typography • Contrast is key
  32. 32. FB: Shared link/image • Recommended upload size of 1,200 x 627 pixels. • Square Photo: Minimum 154 x 154px in feed. • Square Photo: Minimum 116 x 116 on page. • Rectangular Photo: Minimum 470 x 246 pixels in feed. • Rectangular Photo: Minimum 484 x 252 on page. • Facebook will scale photos under the minimum dimensions. For better results, increase image resolution at the same scale as the minimum size. SOURCE: http://sproutsocial.com/insights/social-media-image-sizes-guide/
  33. 33. TW: In-stream image • Minimum to appear expanded 440 x 220 pixels (a 2:1 ratio) • Maximum to appear expanded 1024 x 512 pixels. • Appears in stream collapsed at 506 x 253 pixels. • Maximum file size of 5 MB for photos, and 3 MB for animated GIFs. SOURCE: http://sproutsocial.com/insights/social-media-image-sizes-guide/
  34. 34. SOURCE: http://www.socialmediaexaminer.com/optimize-images-across-social-networks/ One Size Fits All?
  35. 35. SOURCE: https://docs.google.com/spreadsheets/d/1IpTYTTMJLcSXcPDtW9zSbPBHQyRdrLfKERohGIIkE_Q/edit#gid=476246499
  36. 36. Publishing • Selecting the appropriate channel • Quality vs quantity • Best day/time • Editorial calendar • Tracking links: URL Builder • Using a social media dashboard
  37. 37. SOURCE: http://www.lyquix.com/blog-and-news/new-year-s-resolution-smarter-social-media-campaigns
  38. 38. SOURCE: http://www.quicksprout.com/2015/01/02/what-are-the-best-times-to-post-on-social-media/
  39. 39. SOURCE: http://www.quicksprout.com/2015/01/02/what-are-the-best-times-to-post-on-social-media/
  40. 40. “The most valuable commodity I know of is information. - Gordon Gekko LISTENING & MEASURING
  41. 41. Social media monitoring • Informs & amplifies your brand reach • Helps you find pertinent healthcare conversations. • Gives you an opportunity to contribute your expertise. • Guides you to key healthcare influencers and opinion leaders. • Provides you with deeper insights into what your healthcare community needs. • Improves customer service. • Helps you to respond and resolve issues in real time.
  42. 42. What to measure • Follower counts • Clicks • Reach • Likes, shares • Interaction w/users In other words, your brand engagement.
  43. 43. How to measure

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