Demystifying Social Media Webinar Grandcare 2 18 10


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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!

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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