Facebook Caveat: Social Media Experts? We’re all in this together Stop the madness Not about piling up followers Not about spewing information I don’t care how many hospitals are using Facebook I care that they are using it effectively Klout? Just try to keep up!
Engagement, Not Advertising Yes, it is a marketing tool Engaging Connecting Community-Building Activating
The Obligatory Stats NRC Research Study 23,000 participants in US 41% use social media for health info 94% said Facebook was platform of choice YouTube was 2nd place with 32% 50% still prefer hospital website as a source Pew Internet and American Life Project 39% of patients use social media sites (general info – only 12% for health info) 1 in 4 people with chronic disease has used Internet to seek out others with same condition (Peer-to-peer help) New pathways for patients to find and help each other http://www.pewinternet.org/Reports/2011/P2PH ealthcare.aspx
Mayo has cultivated an environment thatencourages sharing
A Conceptual Construct: HiveMarketing Think of a Bee Hive and all the activity taking place… Bringing together individuals with a shared interest (moms, for example, or cancer patients) Allowing them to share their passion In the case of brand advocates, giving them a forum to express their support Become a true resource for them; this comes first Feed them information that confirms their decision to support the brand
Your Audience is notHomogenous Social Media allow you to speak to niche audience and be relevant to them To most effectively engage segments of your customer base, you must create vehicles that speak to them specifically “Social Media will prove to be the nail in the coffin of the one-size-fits-all customer experience model.” Robert Wollan& Nick Smith, The Social Media Management Handbook Don’t forget about the importance of LISTENING. Two-way medium.
Build Up Equity for a RainyDay “Green Stamps” analogy Market traditional services Circumvent traditional media when necessary Take messaging directly to audience, unfiltered Allow for conversation and engagement
Segmenting Audiences Signature Healthcare & Tufts Medical Center Affiliation Primarily Women’s Services: Maternal Fetal Medicine, Neonatology, Genetic Counseling, etc. Signature: Diminished connection with the community over several years #1 goal is to rebuild the connection with suburban moms Leadership transition No social media presence
Our Approach Market “with” rather than market “to” Engage and allow for conversation Listen and respond – let people know you are participating Communicate shared values Must feel authentic Provide value via the relationship How do you enrich her life? Sense of community - belonging
Not a Story about a Blog A Story About thePower of Facebook
Facebook Promotion Posted contest announcement to Facebook Wall: Looking for 8 local moms to serve as bloggers $250 prize and a position as a mommy blogger 4 to 6 week long promotion Entries: write on our Facebook Wall and tell us why you’d be a great mommy blogger; or submit a video Extended the contest to heighten interest Selected 7 local moms and one employee of Signature
Results 543 Likes and Comments for the month Monthly Active users rose from 808 to 1,161 (includes fans and non-fans who either viewed or interacted with your page or a News Feed Post) 127 new Fans or Likes 1,222 total Likes/Fans 25,959 post views – The number of times fans have read a News Feed Story posted by your Page. 60,000+ people liked the video on Facebook 114,000+ views on YouTube
Facebook Marketing Tips Create a business page, not a profile: Just visit https://www.facebook.com/pages/create.php Make your page easier to share by claiming your Page’s vanity URL: http://www.facebook.com/username. Automatically post blog content to your Wall (Wordpress&HubSpot) Don’t automatically have your Wall posts sync with Twitter! I’m not a fan. Create Custom Page Tabs: (SocialAppsHQ) http://www.facebook.com/welcometab
Facebook Marketing Tips Launch contests! Consider using a promotion builder App like Wildfire: http://www.wildfireapp.com/ Create a Welcome App using Custom Tabs. Set the page as your default landing tab (do this under “manage permissions”) http://www.facebook.com/welcometab Use Facebook Insights! Download Page Insights PDF. Download your data for more detail (Excel Spreadsheet). Add the YouTube App to your Facebook Page so your fans can view your videos directly within Facebook. Post Questions or Polls: In the status update bar, you have the option of posting a poll. Click on Poll Options. Use a third party Facebook App like Hootsuite to schedule your posts in advance. Understand EdgeRank, Facebook’s Algorithm for deciding what gets shown on the user’s news feed. The more edges a post has, the more likely it will be on a user’s News Feed. Edges are shares, likes, comments, tags, etc. For Everything you Ever Wanted to Know About EdgeRank, go to http://tinyurl.com/3ty455n
Facebook Changes “Top Stories” now appear at the top of the News Feed. It used to be that the newest content from friends appeared at the top. News Feed Algorithm has changed what actually appears on your News Feed. “Comments” have the most impact on EdgeRank. Also, a user’s affinity toward your brand is key! (The number of times the two of you have interacted.) “Freshness” (recency) is also important. Freshness often determines what you see on your News Feed. Weight – The number of times users have interacted with the content in question. You are competing with every other person or business that a user “Likes” Multimedia posts help with engagement: videos and photos
Facebook Changes Ticker – Moving less important info into a live Twitter-like feed on the side of the page Close Friends – Now you can sort friends and communicate differently and directly with “close friends”
A Few Rules Doctors and other healthcare professionals should not friend patients; invite them to “Like” the organization or practice The ethical and legal duty to protect patient confidentiality applies equally on the internet as to other media No one should discuss a patient or a patient’s condition on Facebook Don’t even speak of patients in “cloaked” conversations online Put a legal disclaimer on your Facebook page. Remind them this is a public forum… Patients waive their HIPAA rights when they post personal health info on Facebook (not the case with children) Invite patients to take the conversation offline Physicians can speak to medical issues on Facebook in a general, informative manner, but not to specific patient cases.
In Closing Be engaging Create fun and interest – use promotions Listen Respond Combine efforts of Facebook, Twitter, YouTube and Blogs Track effectiveness If you don’t know how to do it, Google it. Answers to Facebook challenges are easy to find.