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Niatx saas


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Niatx saas

  1. 1. NIATX/SAASHow to Use Social Media and Measure its effectiveness<br />Claire Celsi<br />The Public Relations Project, LLC<br />Des Moines, Iowa<br />
  2. 2. Claire Celsi<br />Public Relations & Social Media<br />Blogger:<br /><br />Public Relations Counsel<br />Social Media Strategy<br />Crisis Management<br />Media Training<br />Message Management<br />News Junkie<br />
  3. 3. What is Social Media?<br />Simply put…<br />“Social media is people building relationships online”<br />
  4. 4. C<br />Stats Update<br /><ul><li>Facebook surpassing 500 million active users this month – and half of those people log in every day. 100 million users log in on a mobile device.
  5. 5. More than 2/3 of all Internet users in the U.S. have at least one social media account.
  6. 6. Twitter now has 190 million users, and generates 65 million tweets daily.
  7. 7. Linked In now has 70 million members.</li></ul>Source:<br />
  8. 8. Case Study - Iowa Lottery<br />Agenda<br /><ul><li>How to start a social media program
  9. 9. SM strategy and management
  10. 10. Creating effective content
  11. 11. Using social media in confidential settings</li></li></ul><li>Case Study - Iowa Lottery<br />Starting a Social Media Program<br /><ul><li> Buy-in from board and CEO
  12. 12. Inclusion/Input
  13. 13. Budget/Staffing (free but not cheap)
  14. 14. Commitment level
  15. 15. Answer the simple question: Does it meet a need?
  16. 16. Your industry is process and outcomes oriented – which is somewhat anathema to social media</li></li></ul><li>Case Study - Iowa Lottery<br />Hospitals vs. Treatment Centers<br /><ul><li> Hospitals have breached the invisible barrier
  17. 17. Marketing and public relations have a big role
  18. 18. Patients self-contribute testimonials
  19. 19. Have some fun already!</li></ul>Piano playing couple at Mayo<br /><br />
  20. 20. Case Study - Iowa Lottery<br />Social Media Strategy & Management<br /><ul><li> Target Audience
  21. 21. Objectives (quantifiable)
  22. 22. Integration
  23. 23. Culture change
  24. 24. Capacity
  25. 25. Tools and Tactics
  26. 26. Measurement
  27. 27. Experiment</li></li></ul><li>Case Study - Iowa Lottery<br />Target Audience<br /><ul><li> Age/Geographic location
  28. 28. What do they already know or believe about</li></ul> your organization?<br /><ul><li> What key points do you want to make?
  29. 29. What new media tools are they already</li></ul> using? <br /><ul><li> Do you need any more research? </li></li></ul><li>Case Study - Iowa Lottery<br />Objectives<br /><ul><li> What do you want to accomplish?
  30. 30. How does new media objective complement </li></ul> the goals and objectives in your organization’s <br /> mission and communications plan? <br />
  31. 31. Case Study - Iowa Lottery<br />Integration<br /><ul><li> Email
  32. 32. Website
  33. 33. Search Engine strategy
  34. 34. Public Relations
  35. 35. Government relations
  36. 36. Internal communications/policies </li></li></ul><li>Case Study - Iowa Lottery<br />Culture Change<br /><ul><li> Embrace social media
  37. 37. Internal champions/organizational champion
  38. 38. Fears or concerns (legal or bias)
  39. 39. Rate of change
  40. 40. Level of authority behind effort (balance)
  41. 41. Commitment </li></li></ul><li>Case Study - Iowa Lottery<br />Capacity<br /><ul><li> Who will implement social media strategy?
  42. 42. Can you allocate five hours per week?
  43. 43. Outside expertise may be needed
  44. 44. Content resources should be budgeted
  45. 45. Outside consulting
  46. 46. Video editing
  47. 47. Photo purchases
  48. 48. Prizes (actual prize and contest rules) </li></li></ul><li>Case Study - Iowa Lottery<br />Tools and Tactics<br /><ul><li> Which tools best support your audience?
  49. 49. Which tools do you have the capacity for?</li></li></ul><li>Measurement – Two Schools<br />Direct ROI – Sales model<br />Amount spent = <br />Amount gained in “new sales” or income<br />Thought Leadership Model<br />Influence<br />Customer service<br />Information sharing<br />Community resource<br />Vanquish misinformation<br />Provide industry visibility <br />Case Study - Iowa Lottery<br />
  50. 50. Measurement – Monitoring Tools<br />Paid<br />Ca<br />Free<br />Radian 6<br />Alterian<br />Viral Heat<br />ListenLogic<br />Biz360<br />Google Alerts<br />Trackur<br /><br />Social Mention<br />Facebook Search<br />Blogpulse<br />
  51. 51. Metrics And Measurements<br />Actively friend and follow (x) per week<br />Engagement and feedback<br />Blogger interaction/comments<br />Change in tone/tenor of media coverage<br />Links in and out and blogroll<br />Mentions on other blogs and in the media<br />Increase in awareness of key messages<br />
  52. 52. Social Media Channels<br />Repurpose existing video<br />Create topical messages, information on addiction and treatment<br />Refer to videos using Facebook and Twitter<br />Testimonials abundant online<br />Number two search engine behind Google<br />
  53. 53. Social Media Channels<br />
  54. 54. Social Media Channels<br />Facebook<br />Top of mind messages<br />News and information<br />Educational messages<br />Push out video and blog posts<br />
  55. 55. Social Media Channels<br />
  56. 56. Social Media Channels<br />Crowd sourcing<br />Top of mind messages<br />News and information<br />Educational messages<br />Push out video and blog posts<br />
  57. 57. Social Media Channels<br />
  58. 58. Issues Management<br />Hiring/recruiting<br />Confidentiality<br />Customer service challenges<br />Emergencies/Crisis<br />
  59. 59. Crisis Management<br />To put out a social media fire, use social media water!<br />
  60. 60. Content Creation<br />Blogging is the most effective method of creating content, publishing content and getting the attention of search engines<br />Use an editorial calendar to plan and manage blog content<br />Take advantage of topical news stories<br />Use Hootsuite to manage Twitter content<br />Facebook can replicate and amplify efforts<br />
  61. 61. Confidentiality<br />Social media is just a tool<br />All the normal HIPAA rules apply<br />You’re not talking about individuals who are in treatment, rather issues, information<br />Use testimonials carefully and with disclaimers<br />Involve your legal team early and often<br />Remove questionable/controversial content upon request<br />
  62. 62. Confidentiality<br />Social media policy should contain:<br />Best practices<br />Recommendations<br />HIPAA reminders<br />Approval process<br />If you’re in doubt, don’t post it<br />Be professional<br />
  63. 63. What Does Success Look Like?<br />Depends on your objectives….<br />Create awareness <br /> Community resource<br />More treatment referrals<br /> Showcase leadership<br />More media coverage<br /> Higher-quality applicants<br /> Higher recovery rate<br />
  64. 64. Aftercare Sites<br />Facebook<br /><br />AA<br />
  65. 65. Options for Treatment/Support Groups<br />Facebook private groups<br />Ning: Read this:<br />Online journaling using private blogs<br />Skype<br />Mobile check in via text or Twitter<br />
  66. 66. Spread Your Influence<br />Guest blogging<br />Blogroll (Linking to each other)<br />Friend, follow and interact with each other<br />Set and follow a schedule of friending and following health care professionals in your community<br />Hold community events together<br />
  67. 67. Selecting a Social Media Consultant<br />Experience in other communications disciplines, especially public relations<br />Design and digital capacity<br />Proven results (don’t let them practice on you)<br />Integrity – Check references<br />Online influence<br />
  68. 68. Pitfalls to Avoid<br />Jumping in without a plan<br />Never getting started – “Social media paralysis”<br />Individual-driven rather than institution driven<br />Too sales-y and not cooperative with the social media universe (cocktail party)<br />Don’t let an intern be in charge<br />Fear of criticism or controversy – be transparent<br />
  69. 69. Free Resources<br /> (non-profit webinars & resources)<br />Smartbrief on Social Media (sign up for email)<br /><br />Mashable<br />Hubspot Web Grader<br />Facebook blog<br /><br /><br />
  70. 70. Free Resources<br />Presents!<br />Strategy worksheet<br />“How to do” social media handbook<br />This presentation<br />
  71. 71. Thank you!Questions?Claire CelsiThe Public Relations Project<br />