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Social media for medical professionals


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This is a presentation which was delivered to the Sunshine Coast Division of General Practice.

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Social media for medical professionals

  2. 2. Who is Yvette Adams? <ul><li>Hopeless employee and serial entrepreneur </li></ul><ul><li>1st business, a newspaper started at 17 years old </li></ul><ul><li>2nd business an online tee-shirt business - sold </li></ul><ul><li>2007 - Queensland Small Business Champions Young Entrepreneur award. </li></ul><ul><li>2010 – Won Creative & Knowledge Base Industries category against 25 finalists at the Sunshine Coast Business Awards </li></ul><ul><li>2010 – Won Home Based Business of the Year at the Marketing & Communication Executives International Awards </li></ul><ul><li>2010 – Won Commonwealth Business Owner of the Year at the Telstra Business </li></ul><ul><li>Women’s Awards </li></ul>
  3. 3. <ul><li>Social Media Marketing Specialist, Speaker, Trainer, Business Mentor and Internet Entrepreneur </li></ul><ul><li>Operate Multiple businesses from my laptop while travelling the World </li></ul><ul><li>Using Social Media since early 2008 and grown entire business online </li></ul><ul><li>Twitter Following of over 50,000 and over 45,000 views on YouTube </li></ul><ul><li>Developed Social Media Training Programs for clients in 7 countries and Global audience of thousands. </li></ul>Who is Zoe deLuca?
  4. 4. Today’s Agenda... PART 1: Introduction to social media PART 2: Getting ‘market ready’ PART 3: Facebook, Linkedin, Twitter PART 4: Monitoring & managing your social media including some case studies PART 5: Promote your social media presence
  5. 6. What Is Social Media Marketing? According to Wikipedia sources: “ Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers.” Social (two-way) communication medium, sharing user generated content
  7. 8. Why social media is SO important for business these days... <ul><li>More traffic to your website </li></ul><ul><li>Grow your ‘online community’ </li></ul><ul><li>Instant customer service & feedback </li></ul><ul><li>No cost except your time? </li></ul><ul><li>The viral effect </li></ul><ul><li>Network your heart out </li></ul><ul><li>Build profile and credibility </li></ul><ul><li>Search engine optimisation benefits </li></ul>Is social media really the next big thing? YES! Remember mobile phones, then emails, then websites – did you wish you got into them earlier? Don’t be a late adopter of social media!
  8. 9. Common barriers to using a social network...
  9. 10. How many Australians are ‘on it’? Social media stats – June 2011 <ul><li>Facebook – 10.4 million users in Australia </li></ul><ul><li>Youtube – 9.9 million UAVs / mo (down 100,000) </li></ul><ul><li>LinkedIn – 2 million UAVs / mo (up 200,000) </li></ul><ul><li>Twitter – 1.9 million UAVs / mo (down 100,000) </li></ul><ul><li>Unique Australian Visitors (UAVs) </li></ul><ul><li>per month </li></ul><ul><li>Source: Data and Stats courtesy – Google DoubleClick Ad Planner Tool </li></ul>The biggest Facebook’ing centre in Australia is Brisbane!
  10. 11. Hmmm… <ul><li>By 2015, smart phones, laptops and other portable devices will drive more than 87% of global mobile traffic. </li></ul><ul><li>Australians will, on average, own 2.4 mobile devices each ( 56 Million devices ) and annual growth in internet traffic will be 92%. </li></ul>
  11. 12. More to get you ‘in the zone’ <ul><li> </li></ul>
  12. 14. To take advantage of social networks you must first consider… <ul><li>What business objectives are you trying to fulfil? </li></ul><ul><li>Your target market? </li></ul><ul><li>Your resources (time, money)? </li></ul><ul><li>Your skills or who else could be responsible? </li></ul><ul><li>Is assistance needed? </li></ul><ul><li>How will you MEASURE results? </li></ul><ul><li>How will you monitor ‘buzz’? </li></ul>
  13. 15. <ul><li>EXAMPLE: </li></ul><ul><li>To gain 100 ‘likes’ to our Facebook business page in 1 month </li></ul><ul><li>To send out 1 tweet a day </li></ul><ul><li>To better service our clients through more regular contact </li></ul>Keep it simple – no more than 3 core social media objectives WHAT WILL SCDGP’s SOCIAL MEDIA OBJECTIVES BE?
  14. 16. <ul><li>Geographic segmentation – based on location such as home addresses; </li></ul><ul><li>Demographic segmentation – based on measurable statistics, such as age or income; </li></ul><ul><li>Psychographic segmentation – based on lifestyle preferences, such as being urban dwellers or pet lovers. </li></ul>EXERCISE: Defining your target market WHO ARE YOUR TARGET MARKET?
  15. 17. But who is going to be the designated organisational social media administrators?
  16. 18. Should you have two profiles: one for business and one for personal? NO!!!! Get this wrong and Facebook can, and will, shut down your account! NO!!!!
  17. 19. EXERCISE: GROUP 1: Create your Facebook Profile GROUP 2: Create your friends lists and changes their settings
  18. 20. Set up your ‘Friend Lists’ & change your privacy settings <ul><li>STEP 1: Create friend lists and add friends </li></ul><ul><li>Go to Home> Friends page . Click on link &quot;Edit Friends.&quot; </li></ul><ul><li>Click the Create New List button </li></ul><ul><li>Give lists any names your want, breaking them down create lists separating your contacts into geographic areas you deal with </li></ul><ul><li>Add friends to the list. You can add people to one list, multiple lists, or no lists. The choice is yours. </li></ul><ul><li>You can have up to 100 friend lists. You can have up to 1,000 friends per friend list. </li></ul>
  19. 21. Set up your ‘Friend Lists’ & change your privacy settings <ul><li>STEP 2: Amend privacy settings </li></ul><ul><li>Go to Account> Privacy Settings . </li></ul><ul><li>Click &quot;Customize&quot; for any setting which will open up a pop up box. </li></ul><ul><li>Under &quot;Make this open to,&quot; select &quot;Specific People&quot; form the drop-down menu and enter the name of the Friend List with whom you’d like to share the content.  </li></ul><ul><li>For instance ‘ photos and videos’ you're tagged in, </li></ul><ul><li>Go through each item until you have totally customized what you want your Facebook friends to see. </li></ul>If you add a user to more than one friend list, and those friend lists have conflicting privacy settings, the more restrictive of the privacy settings will always be respected. 
  20. 22. Set up your ‘Friend Lists’ & change your privacy settings STEP 3: Use lists to see what different sets of your ‘friends’ see
  21. 23. Consider what people see when they’re not your friend... i.e. profile image!
  22. 24. Other considerations as a social network user (and an employee) <ul><li>Don’t post anything you wouldn’t want your employer OR your grandmother to read – ever! </li></ul><ul><li>Don’t post ‘under the influence’ – ever! </li></ul><ul><li>  </li></ul>
  23. 26. Defining your ‘social media policy’ <ul><li>WHO will be allowed to post? One person? Several? What if the usual person is away? </li></ul><ul><li>WHAT are they allowed to post? Random musings? Work related? </li></ul><ul><li>WHEN are they allowed to post? As often as they like? A few times a day? Daily? </li></ul><ul><li>HOW are they allowed to post? Via their profile or a syndication tool? From a dedicated computer at the office? From home? </li></ul><ul><li>WHERE can the post to? Just Facebook? Twitter? All networks? </li></ul><ul><li>WHAT is the screening process? None? Scheduled but approved? </li></ul>
  24. 28. The ‘Big 4’ social media
  25. 29. <ul><li>Personal profiles </li></ul><ul><li>Business pages </li></ul><ul><li>Groups </li></ul><ul><li>Marketplace - Lets you sell, give away, buy, ask or search for anything you want a in a trusted and fun environment. You can also use Marketplace to see what your friends are buying and selling.  </li></ul><ul><li>Applications – Sell online! </li></ul><ul><li>Facebook Ads </li></ul>A closer look at...
  26. 30. Introducing you to your new Facebook page...
  27. 31. <ul><li>Promote upcoming events </li></ul><ul><li>Upload images from events (but get permission) </li></ul><ul><li>Introduce new staff </li></ul><ul><li>Share interesting articles/research papers etc </li></ul><ul><li>More??? </li></ul>How your Facebook presence can be used
  28. 32. <ul><li>What would aim of group be? </li></ul><ul><li>Who would administrate it? </li></ul><ul><li>Would it be well received? </li></ul><ul><li>How else do your market stay connected? </li></ul><ul><li>Any legal concerns? </li></ul>Do we need a Facebook group too?
  29. 33. But don’t forget etiquette – the party analogy! <ul><li>Listen first. Speak second. Only sell if relevant! </li></ul>
  30. 34. How to get more good quality ‘likers’ <ul><li>We encourage you all to ‘like’ it now (though we can’t force you  (and go back and tell the other staff) </li></ul><ul><li>Think of who you deal with for work – search them and invite them now too </li></ul><ul><li>Hang out in ‘groups’ where your target market do. When appropriate tell them about the page. </li></ul><ul><li>Make sure you include a suitable personal messages </li></ul><ul><li>Import your contacts - Outlook, Constant Contact, .csv file etc. </li></ul><ul><li>Join groups </li></ul><ul><li>Share to your profile </li></ul><ul><li>Upload photos from business events and tag people (you may need permission first) </li></ul>
  31. 35. Post status updates, questions, share, and &quot;like&quot; your posts & respond! Use @ sign to tag people, events, business pages...
  32. 36. A little known top Facebook tip – Ask Your Friends to Like Your Page
  33. 37. Key things to know <ul><li>To access it, if you are an admin, log into your Facebook profile and ‘search’ SCDGP </li></ul><ul><li>When we have 25 ‘likers’ we can get the ‘vanity url’ i.e. /scdgp </li></ul><ul><li>We’d encourage all staff to ‘like’ it now (though we can’t force you)  </li></ul><ul><li>Your welcome tab can be customised – do you have a key event coming up – promote it! </li></ul>
  34. 38. What is Linkedin? LinkedIn is the world’s largest professional network with over 80 million members and growing rapidly. LinkedIn connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportunities with a broader network of professionals.
  35. 39. Linkedin stats at Jan 2011
  36. 40. <ul><li>A search of all medical/health professionals in a 120 km radius to 4558 = 8461 results! </li></ul>
  37. 41. <ul><li>A search of all professionals in ‘medical practice’ in a 120 km radius to 4558 = 1421 results! </li></ul>
  38. 42. <ul><li>Personal pages – pull in your address book, go searching for people you know. Suggestions will follow. </li></ul><ul><li>Business pages </li></ul><ul><li>Groups </li></ul><ul><li>Products </li></ul><ul><li>Careers/Jobs </li></ul><ul><li>Applications </li></ul><ul><li>Advertise </li></ul>Getting Started
  39. 44. EXERCISE: Log into your Linkedin Profile now & ‘create your Profile’ <ul><li>Ensure 100% profile complete </li></ul><ul><li>Ask for recommendations </li></ul><ul><li>How to request recommendations </li></ul><ul><li>How to find people you may wish to connect with </li></ul><ul><li>The RIGHT WAY to request a connection on Linkedin </li></ul><ul><li>What are 'inmails' and 'introductions' and how to use them </li></ul><ul><li>The differences between free and paid accounts </li></ul><ul><li>How to amend your email settings so you don't get bombarded! </li></ul>
  40. 45. Orientation – a look around Companies <ul><li>Four main areas: </li></ul><ul><li>Overview </li></ul><ul><li>Careers </li></ul><ul><li>Results </li></ul><ul><li>Analytics </li></ul>
  41. 46. Join groups, observe & participate
  42. 47. Linkedin success stories <ul><li>New York story </li></ul>
  43. 48. <ul><li>Set up an account – tweet as yourself, your company or both! </li></ul><ul><li>Find friends - Pull in your Gmail, Hotmail, Yahoo, Linkedin friends </li></ul><ul><li>Browse interests –business, technology </li></ul><ul><li>Follow and be followed </li></ul><ul><li>Observe others </li></ul><ul><li>Set up tweet alerts </li></ul><ul><li>Find your ‘tweet’ voice - @, #, RT </li></ul>Getting Started
  44. 49. Think of ‘tweets’ as headlines... Once you have a Twitter account (as easy as setting up a hotmail, gmail or similar email account and also free), essentially you have 140 characters to play with ….
  45. 50. Learning the Language of Twitter Account Lists you are included in Tweets you have sent TWEEPS – Members of Twitter/Profiles Timeline Favourites Lists I have Following Followers All tweets saved tweets created Tweeps I follow Tweeps that follow me @ To speak ‘at’ or about a specific twitter profile eg @zdeluca @Mention or @Reply RT “Re-tweet” to re-post a tweet somebody else has made # Hashtag used to mark/group specific topics and keywords #FF stands for &quot;Follow Friday.&quot; Twitter users often suggest who others should follow on Fridays by tweeting with the hashtag #FF.
  46. 51. Twitter Profile Page
  47. 52. <ul><li>Delivering Quality Content/Tweets </li></ul><ul><li>Link to your website but offer value or you will be ignored/unfollowed </li></ul><ul><li>Provide links to valuable information/resources – Google Alerts </li></ul><ul><li>Inspiration, quotes, personal development </li></ul><ul><li>An observation, something you’re reading/watching </li></ul><ul><li>Events you’re attending (online and offline) </li></ul><ul><li>Promote your content </li></ul><ul><li>Ad photos, link to videos </li></ul><ul><li>Promote somebody else’s content </li></ul><ul><li>Chat with @replies </li></ul><ul><li>Re-tweet with RT to repeat what somebody else has said </li></ul>
  48. 53. <ul><li>Develop your Twitter Personality – your true personality should shine through but be professional, interesting and relatable </li></ul><ul><li>Ask open ended questions </li></ul><ul><li>Inspire others & share your story </li></ul><ul><li>Have fun, be professional, build curiosity to click links </li></ul><ul><li>Get into conversations using @replies and #hashtags – keep it in the public stream as much as possible </li></ul><ul><li>Collaboration is Vital - Retweet (RT) and followers will too </li></ul><ul><li>30/30/30/10 promotional tweet ratio </li></ul><ul><li>Remember everything you say is public – so don’t say anything you wouldn’t want somebody else to read </li></ul>Delivering Quality Content/Tweets
  49. 55. <ul><li>Introducing: </li></ul>
  50. 56. Manage multiple accounts. Schedule in advance. Approve before sending.
  51. 57. Top management tips <ul><li>Get into a system for managing activities including a schedule for building likes, posting and engaging </li></ul>
  52. 58. People in your industry getting it right <ul><li>Highest profile doctor in Social Media: Kevin Pho M.D. </li></ul><ul><li>Blog: </li></ul><ul><li>Facebook Page (with 9200 likes!): </li></ul><ul><li>Twitter (36800 followers):!/kevinmd </li></ul><ul><li>LinkedIn: </li></ul>
  53. 59. People in your industry getting it right <ul><li>good Twitter account that RT's only verified medical information tweets: </li></ul><ul><li>!/HealthyRT </li></ul>
  54. 60. People in your industry getting it right <ul><li>Highest profile Health Practice: Mayo Clinic </li></ul><ul><li>Website: </li></ul><ul><li>Facebook (nearly 55K likes): </li></ul><ul><li>Twitter (204,000 followers):!/MayoClinic </li></ul><ul><li>YouTube (4.4MILLION views): </li></ul>
  55. 61. People in your industry getting it right <ul><li>Organisations and health departments with good social media: </li></ul><ul><li>!/American_Heart </li></ul><ul><li>!/HHSGov </li></ul>
  56. 62. 1800 strong group by Dr Sue Page, director of the North Coast Medical Education Collaborative in NSW
  57. 63. PERTH GP Dr Joe Kosterich – aka  drjoesDIYhealth   Has fast become one of Australia’s top tweeting doctors, acquiring more than 17,000 followers since joining Twitter in February 2009. His tweets – 15,937 and counting – range from health advice to motivational messages and even the occasional Winston Churchill quote.
  58. 65. Add web addresses and links to your emails – even if it's just in the footer or signature. ..
  59. 66. Expand the bios for key personnel on your website and other key company literature to include relevant social media contacts
  60. 67. Add your social media links to your website in a prominent location via icons or call to action links
  61. 68. Include buttons to encourage sharing of information on your website/blog
  62. 69. Add a Twitter widget or a Like box to a website or blog. This will add a continually updated feed to any page, making your sites more current & relevant to users
  63. 70. Connect to us on the social networks and tell us what you thought of today… Join our database 07 545 11315