2015 Mayo Clinic Social Media Residency Florida

1. Strategy, Tactics, Planning &
Measurement
@MakalaJohnson

2. Definitions
Strategy:
Reaching out to whom and why
Tactics:
When and how to connect
TO CHOOSE
TOOLS:

3. Strategy
Strategy development involves:
 Identifying audience(s)
 Who do you reach now?
 Who do you want to reach?
 Clarifying goal(s)
 What do you want your audience(s)
to know/learn/do?
 Developing message(s)
 What do you want to convey?

4. Strategy Reality Check
Audience(s)
 Identified accurately and precisely?
 Accounted for differences within
groups?
Goal(s)
 Where do we want to be? By when?
 Achievable? What/who is in the way?
 Success measurable?
Message(s):
 Clear and jargon-free?
 Actionable?

5. Tactics
Crafting tactics involves:
 Knowing how your audience learns
 Discovering where your audience is online
 Identifying optimal times to connect
TrackMaven: Best Times to Post:
http://slidesha.re/1o9buki

6. Tactics Reality Check
Learning Style
 Visual/Auditory/Kinesthetic?
 Special Needs
Online Location
 Desktop/Laptop/Tablet/Smartphone
Timing
 Life/work schedule
 Calendar considerations/Seasons

7. Best Practices
Develop a strategy and craft tactics
before choosing social media tools.
Start with this:
To avoid this:

8. Lesson 1…
8

9. Inefficiencies are opportunities
with flashing lights…

10. Best Practices
Integrate social media across all platforms –
website, e-newsletters, email blasts,
print, direct mail, etc.
 Style and tone consistent across platforms
 Each platform invites engagement with
every other platform

11. Strategy Document: The Plan
 Goals: Aligned with organization’s
mission; include timeline
 Resources: Human, technology, $$
 Measurement: To reduce
uncertainty about strategic decisions
 before and after

12. Douglas W. Hubbard, How to Measure
Anything: Finding the Value of
“Intangibles” in Business
 Measurement only matters when
making or evaluating decisions.
 For every decision, you have a
chance of, and cost for, being wrong.

13. But thorough planning and measurement,
even when not strictly necessary, saves time
and effort if you need to make the case later.

14. Developing Your Plan
Start with your job, your organization’s
mission or a key organizational strategy.
 What were you hired to do?
 Why does your organization exist?
 What has leadership identified as key to
future health/success?
 How can social/digital tools help you
achieve these goals?

15. Measuring Value…

16. Quick cost and benefit analysis:
 Cost of shooting and editing: <$200
 Cost of storage and distribution: $0
 Value:
 NG pts/yr x % self-service x minutes/pt x
$/hr/60 = Value of time saved
 Increase in patient satisfaction & word of
mouth

17. What can you measure?

18. Lesson 2: Look beneath the
metrics surface…

19. 1

20. Lesson 3…
2

21. …Industry best practices
are only guides.

22. Metrics should be
actionable!

23. Facebook – Likes vs. Engaged

24. Facebook – Post Frequency vs.
Daily Unlikes
0
5
10
15
20
25
30
35
40
45
50
0 1 2 3 4 5 6 7
Daily Unlikes
Daily Unlikes
Expon. (Daily
Unlikes)

25. Other Measurements to Improve
Performance
 Types of content that generate engagement
 Time(s) of day
 Custom short domain clicks
 Post length, number of hashtags

26. Conversions
 How do these actions translate into:
 Appointment requests
 Enrollment in educational courses
 Inquiries about joining clinical trials

27. Questions?