The power of social media in marketing and public relations
The Power of SocialMedia in Marketingand PublicRelationsDr. Curtis R. Rogers, Communications DirectorSouth Carolina State Librarycrogers@statelibrary.sc.gov803-734-8928www.slideshare.net/crr29061
agenda• Open discussion about concerns and issues• Take a look at social media uses and statistics• Review of social media management tools• Understanding community & customers• Brainstorming Group Project• Resources
Brief history of social media • 1971 - The first email was delivered. • 1985 - The America Online (AOL) service opened. • 1995 -Newsweek headlines an article: The Internet? Bah! Hype alert: Why cyberspace isnt, and will never be, nirvana. • 1997 - The Web had one million sites. • 1998 - Google opens as a major Internet search engine and index. • 2002 - AOL had 34 million members. • 2003 – MySpace launched. LinkedIn was started as a business-oriented social networking site for professionals. There were more than 3 billion Web pages. Apple introduced the online music service iTunes. • 2004 - Facebook, another social networking website, was started for students at Harvard College. • 2007 - Apple released the iPhone multimedia and Internet smartphone. • 2008 - Facebook surpassed MySpace in the total number of monthly unique visitors. • 2009 - Facebook ranked as the most-used social network worldwide with more than 200 million. Google saw one trillion unique URLs – after eliminating duplicate entries. • 2010 - Facebooks rapid growth moved it above 400 million users. • 2011 - Social media were accessible from virtually anywhere and had become an integral part of our daily lives with more than 550 million people on Facebook, 65 million tweets sent through Twitter each day, and 2 billion video views every day on YouTube. LinkedIn has 90 million professional users.http://www.uncp.edu/home/acurtis/NewMedia/SocialMedia/SocialMediaHistory.html
• It’s about enhancing your services!• But how do I find the time?• Social media is NOT about technology.• How is social media changing your industry?
• According to the 2012 Medscape Physician Lifestyle Report, the answer is “yes”.http://www.medicineandtechnology.com/2012/03/how-many-physicians-use-social-media.html
Physicians & Social Media• The use of social media drastically decreases with the age of the physician.• Only about 8% of physicians under 30 do not use it, while approximately 44% of those over 61 are not engaged in any social media.• Facebook is the most popular medium among all age groups, being used by over 87% in the under-30 group and by over 36% of those over 61.• LinkedIn, the network that provides professional contacts and connections, is used by roughly 20% of all physicians over 31.• Twitter is not widely used by many physicians but, interestingly, approximately the same percentage (around 7%) of each age group surveyed tweets and/or follows.
Social networking is aboutcommunicating with customers
Social media management tools HootSuite is a social media management system for businesses and organizations to collaboratively execute campaigns across multiple social networks from one secure, web- based dashboard. Launch marketing campaigns, identify and grow audiences, and distribute targetedTweetDeck is messages using HootSuite’s uniquean app that social media dashboard. Streamlinebrings more team workflow with scheduling andflexibility and assignment tools and reach audiencesinsight to with geo-targeting functionality. Invitepower users. multiple collaborators to manage social profiles securely, plus provide custom reports using the comprehensive social analytics tools for measurement.
Understanding yourcommunity • Are there segments of the community underserved? • How do you find out where they are? • Does my community want or value my unique competitive offering? • Is there too much competition? • Who are the competitors?
Understanding your targetaudience• Internal vs. external customers.• What kinds of habits does my customer have?• How does my potential customer get information products and/or services?• What are my target customer’s primary motivations for seeking out this kind of service?
1. What are some innovative ways you COULD use socialBrainstorming media for your organization? 2. What are some ways youShare Ideas & SHOULD NOT use socialShare media for your organization?Solutions 3. What do you think is the best social networking tool and why? 4. What are your next steps to use social media more effectively to promote your organization’s services and products?
Resources, Books, Articles…• Doing social media so it matters by Laura Solomon• Social media analytics : effective tools for building, interpreting, and using metrics by Marshall Sponder.• Mining the social web by Matthew A. Russell.• The social media survival guide : strategies, tactics, and tools for succeeding in the social web by by Deltina Hay.• Social media “likes” healthcare: From marketing to social business -http://www.pwc.com/us/en/health- industries/publications/health-care-social-media.jhtml• 5 keys to the legal issues of social media in healthcare - http://www.healthcareitnews.com/news/5-keys-legal-issues- social-media