Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Demystifying Social Media Webinar Grandcare 2 18 10


Published on

Dan Dunlop, Jennings President & Healthcare Marketer speaks on the growing phenomenon of social media and best practices for businesses who want to utilize it for marketing purposes.

Dan Dunlop is President of Jennings, a North Carolina-based branding and advertising agency. A marketer, author, blogger and public speaker, Dan brings to audiences a unique combination of marketing scholarship, real-world experience, and an engaging presentation style.

when: Thurs Feb 18, 2010, 2pm EST/1pm CST/12n MST/ 11a PST
where: meeting room: grandcare
dial in: listed on the top of the webinar

These aging & technology conference calls are open to anyone and everyone in the aging and technology industry and are meant to educate, learn from each other and network!

  • Be the first to comment

  • Be the first to like this

Demystifying Social Media Webinar Grandcare 2 18 10

  1. 1. Demystifying Social Media and Making It Relevant to Healthcare Marketing
  2. 2. <ul><li>Social Media Experts? </li></ul><ul><li>Social Media Authorities? </li></ul><ul><ul><li>This is a moving target and we’re all working to catch up </li></ul></ul><ul><li>How About Social Media Evangelists? </li></ul>
  3. 3. How I Got Started?
  4. 4. Why Is Social Media Relevant? <ul><li>Marketing is being redefined </li></ul><ul><ul><ul><li>Moving from monologue to dialogue </li></ul></ul></ul><ul><ul><ul><li>Conversations are happening without us </li></ul></ul></ul><ul><li>Engagement is what we’re after </li></ul><ul><li>This is a gift </li></ul><ul><li>Your absence is conspicuous </li></ul><ul><li>The quality of information being shared is suspect </li></ul>
  5. 5. A Curse and a Blessing <ul><li>Truly a gift to marketers </li></ul><ul><li>This is real world - good and bad </li></ul><ul><li>Hive Marketing - brand evangelists </li></ul><ul><li>Motivate and activate brand advocates </li></ul><ul><li>Turn them into citizen journalists; more credible </li></ul><ul><li>A tool with numerous applications </li></ul><ul><li>No quality control </li></ul>
  6. 6. <ul><li>Who’s using social media? </li></ul><ul><ul><li>Two out of every three Web users </li></ul></ul><ul><ul><li>10% of all Internet usage </li></ul></ul><ul><ul><li>Time spent on social sites growing three times as fast as general Internet usage </li></ul></ul><ul><ul><li>35-49 year olds are Facebook’s fastest growing demo and makeup one-third of the audience </li></ul></ul><ul><ul><li>In 2008 Facebook added twice as many 50-60 year olds (14 million) as 18 year olds </li></ul></ul>
  7. 7. Why Social Media? <ul><li>New channels to voice displeasure - or pleasure </li></ul><ul><li>To manage your brand, you need to know what’s being said </li></ul><ul><li>Social media word-of-mouth has greater credibility and authenticity </li></ul><ul><li>Old school marketing has less credibility </li></ul>
  8. 8. Our Mantra: Be Strategic <ul><li>The social web offers another set of tools in your tool box </li></ul><ul><li>Integration is key </li></ul><ul><li>Look before you leap </li></ul><ul><li>Program: flexible and dynamic, but not haphazard </li></ul>
  9. 9. <ul><li>Our Approach </li></ul><ul><ul><li>Step 1 -Strategic planning </li></ul></ul><ul><ul><ul><li>Start with your business objectives </li></ul></ul></ul><ul><ul><ul><li>Definition of audiences </li></ul></ul></ul><ul><ul><ul><li>Definition of objectives </li></ul></ul></ul><ul><ul><ul><li>Determination of social channels to be used </li></ul></ul></ul><ul><ul><li>Step 2 - Channel creation </li></ul></ul><ul><ul><ul><li>Building branded pages </li></ul></ul></ul><ul><ul><li>Step 3 - Content creation and monitoring </li></ul></ul><ul><ul><ul><li>Weekly content calendars </li></ul></ul></ul><ul><ul><ul><li>Weekly key stat measurement </li></ul></ul></ul>
  10. 10. Social Media Marketing Plan <ul><li>Mark Shelley and Dan Dunlop, “Developing a Social Media Marketing Plan,” Healthcare Marketing Advisor , August 2009 </li></ul>
  11. 11. Developing a Social Media Marketing Plan <ul><li>Step #1 - Participate </li></ul><ul><li>It will be difficult to develop a plan, and sell the value of a plan, if you aren’t engaged in the medium </li></ul>
  12. 12. Developing a Social Media Marketing Plan <ul><li>Step #2 - Culture Preparedness </li></ul><ul><li>Assess you organization’s appetite for social media. Risk averse? Fear in the C-suite? </li></ul><ul><li>Then begin bringing them along. </li></ul><ul><li>They’ll appreciate a strategy! </li></ul>
  13. 13. Developing a Social Media Marketing Plan <ul><li>Step #3 - Define Audience and Stakeholders </li></ul><ul><li>How do they use social media? </li></ul>
  14. 14. Developing a Social Media Marketing Plan <ul><li>Step #4 - Objectives & Goals </li></ul><ul><li>What are you trying to achieve? It may vary by audience. Grateful patients, board members, employees, influentials, referring physicians, media… </li></ul>
  15. 15. Developing a Social Media Marketing Plan <ul><li>Step #5 - Desired Outcomes </li></ul><ul><li>What does success look like? Increase in brand awareness or preference, enhance search engine rankings, web traffic, engagement, patient volumes, brand positioning? </li></ul>
  16. 16. Developing a Social Media Marketing Plan <ul><li>Step #6 - Channel Selection </li></ul><ul><li>Don’t try to do everything. Be strategic in resource allocation. What channels allow you to achieve your objectives? </li></ul>
  17. 17. Developing a Social Media Marketing Plan <ul><li>Step #7 - Integration </li></ul><ul><li>How will you integrate the program with your other Marcom efforts? Don’t forget PR and internal communication. Also, recruitment marketing. </li></ul>
  18. 18. <ul><li>Step #8 - Plan Resource Allocation </li></ul><ul><li>It is not always about volume of posts or tweets. (Avoid social media burnout; learn to repurpose content.) </li></ul>
  19. 19. Repurposing Content <ul><li>Press release on PRLog </li></ul><ul><li>Use share function </li></ul><ul><li>Post on Twitter and Facebook with one click (, digg, stumbleupon, newsvine, squidoo) </li></ul><ul><li>Distribute via LinkedIn Groups as “news” or “discussion” using PRLog small URL </li></ul>
  20. 20.
  21. 23.
  22. 24. LinkedIn Groups:
  23. 25. Healthcare Marketing LinkedIn Groups
  24. 26. Long Term Care Groups <ul><li>Long Term Care Group – Linkedin (1500 members) </li></ul><ul><li>National Senior Living Providers Network – Linkedin (1000 members) </li></ul><ul><li>Senior Safety and Security for Long Term Care – Linkedin (541 members) </li></ul><ul><li>Licensed Nursing Home Administrators of America – Linkedin (571 members) </li></ul><ul><li>Long Term Care Nursing Home and Assisted Living Marketing Forum </li></ul><ul><li>National Senior Living Providers Network – Linkedin (1069 members) </li></ul><ul><li>Home Health and Hospice - Linkedin (825 members) </li></ul>
  25. 29. Pitch Engine - Free Service
  26. 30. Developing a Social Media Marketing Plan <ul><li>Step #9 - Measure </li></ul><ul><li>Develop metrics: Google Analytics, technorati blog rankings, followers, friend counts, fans, engagement, etc. Also measure your activity: posts, tweets, etc. </li></ul>
  27. 31. <ul><li>Content Creation/Measurement </li></ul>
  28. 32. Developing a Social Media Marketing Plan <ul><li>Step #10 - Monitor </li></ul><ul><li>Track conversations happening online., Filtrbox, MonitorThis, etc. Google Alerts at a minimum. Have a process for this. </li></ul>
  29. 33. <ul><li>Step #10 – Monitoring Resources </li></ul><ul><li>BlogPulse </li></ul><ul><li>BackType Alerts </li></ul><ul><li>TweetBeep </li></ul><ul><li>BoardTracker </li></ul><ul><li>Social Mention </li></ul><ul><li>Facebook Lexicon </li></ul><ul><li>MonitorThis </li></ul><ul><li>Filtrbox </li></ul><ul><li>Meltwater News </li></ul><ul><li>Google Alerts </li></ul><ul><li>Yahoo Alerts </li></ul><ul><li>Socialoomph </li></ul>
  30. 34. Developing a Social Media Marketing Plan <ul><li>Step #11 – Policy </li></ul><ul><li>Employee social media policy. Check out Mayo Clinic’s policies online at </li></ul><ul><li>Chris Boudreaux online database of organizations’ policies: </li></ul>
  31. 35. Putting Social Media to Work <ul><li>Activate brand advocates </li></ul><ul><li>Communicate Key Messages </li></ul><ul><li>Elicit feedback from the market place </li></ul><ul><li>Provide access to quality health info </li></ul><ul><li>Educate and build preference for services </li></ul><ul><li>Meet consumer expectations </li></ul><ul><li>Humanize your institution </li></ul><ul><li>Crisis communication & PR </li></ul>
  32. 36. <ul><li>A Few of My Favorite Things: </li></ul>
  33. 37. ICYou Video - <ul><li>The YouTube of Healthcare </li></ul>
  34. 38. Flip Video <ul><li>Size of a cell phone </li></ul><ul><li>Great for recording docs </li></ul><ul><li>USB jack - immediate download to computer </li></ul><ul><li>Upload videos to YouTube, ICYou Video, Facebook and your blog </li></ul><ul><li>Record press conferences </li></ul><ul><li>Hospital events </li></ul>
  35. 39. Twitter Groups (
  36. 40.
  37. 41.
  38. 42.
  39. 43. Online PR Tools <ul><li>PRLog - </li></ul><ul><li>EPR-Network </li></ul><ul><li>FreshNews </li></ul><ul><li>Pitch Engine </li></ul><ul><li>Twitter </li></ul><ul><li>Linkedin </li></ul><ul><li>Flickr - Photo Sharing </li></ul>
  40. 44. <ul><li>Good Reading </li></ul><ul><li>Groundswell , Charlene Li & Josh Bernoff </li></ul><ul><li>Join the Conversation , Joseph Jaffe </li></ul><ul><li>Social Media is a Cocktail Party , Jim Tobin and Lisa Braziel </li></ul><ul><li>PR 2.0 , Deirdre Breakenridge </li></ul><ul><li>The New Rules of Marketing & PR , David Meerman Scott </li></ul>
  41. 45. Website: Email: Twitter: Phone: 919-929-0225 Dan Dunlop, President Jennings [email_address] @dandunlop