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Going Social: What You Need to Know to Launch a Social Media Strategy

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Going Social: What You Need to Know to Launch a Social Media Strategy

Delivered May 25, 2010, at New England Society for Healthcare Communications Spring Symposium at Stoweflake Mountain Resort & Spa in Stowe, Vt.

Still haven’t jumped into the social media pool? It’s never too late — but make sure you start with a solid, sustainable strategy that will serve the needs of your institution and your community. This session will provide an overview of where social media stands in 2010, how it can be harnessed for your organization and where it fits in your marketing/PR mix. The session will include tips and guidance for developing and launching a social media strategy, including thinking through issues of privacy, confidentiality and technology, finding your institution’s voice and building a sustainable workflow.

Speaker:
Jim Rattray
Vice President of Marketing & Public Affairs
Southcoast Health System
New Bedford, Mass.

Links:
htto://www.southcoast.org/
http://twitter.com/SouthcoastHosp/
http://twitter.com/SouthcoastHosp
http://facebook.com/southcoasthospitals
http://youtube.com/users/SouthcoastHospitals
http://twitter.com/jimrattray
http://facebook.com/jimrattray

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Going Social: What You Need to Know to Launch a Social Media Strategy

  1. 1. What You Need going social: to Know to Launch a Social Media Strategy Jim Rattray NESHCo Spring Symposium VP of Marketing & Public Affairs May 25, 2010 Southcoast Health System twitter.com/jimrattray
  2. 2. 1 communal, community, collective, group, general, popular, civil, public, societal. ANTONYMS: social individual. 2 a social club: recreational, leisure, ˈsō sh əl entertainment, amusement. 3 a uniquely social adjective animal: gregarious, interactional; organized. Source: New Oxford American Dictionary, 2d edition, 2005
  3. 3. noun a discussion between two or more people or groups, esp. one directed toward exploration of a dialogue particular subject or resolution of a problem. ˈdīəˌläg; -ˌlôg verb take part in a conversation or discussion to resolve a problem. Source: New Oxford American Dictionary, 2d edition, 2005
  4. 4. state of social
  5. 5. “Technology ... is about the capacity of the Internet to permit conversation on a scale far greater than we have ever seen before.” — Richard Nash, Founder, Cursor (social publishing community) on Bob Edwards Weekend, Sirius XM Radio/PRI, 4/22/2010
  6. 6. Who do you follow? Band 44% Famous Person 40% Brand 35% Charity 33% Source: InSites Consulting, 12/2009 - 1/2010, accessed via Adweek, 4/12/2010, page 21
  7. 7. Primary reasons U.S. Internet users follow a brand on Twitter, 8/2009 Exclusive deals or offers 43.5% I am a current customer 23.5% Interesting or entertaining content 22.7% Other people I know are fans of the brand 6.3% Service, support or product news 3.5% Other 0.4% Source: Razorfish, “FEED: Digital Brand Experience Study,” 11/2009, accessed via www.emarketer.com on 3/27/2010
  8. 8. 14% of all Internet visits in 2d week of March 2010 went to 2 sites — Facebook (#1) & Google (#2) Source: Hitwise via Marketplace from American Public Radio, 3/17/2010
  9. 9. 62 unique users in the U.S. having Internet access on their mobile phones, 12/2009 million Source: The Nielsen Company
  10. 10. 39 unique users in the U.S. accessing Google on their mobile phones, 12/2009 million Source: The Nielsen Company
  11. 11. 400 million active Facebook users Source: Facebook via Website-Monitoring.com
  12. 12. 50 of active Facebook users log on to Facebook in any given day % Source: Facebook via Website-Monitoring.com
  13. 13. pieces of content (web 5 links, news stories, blog posts, notes, photos, videos) are shared on billion Facebook each week Source: Facebook via Website-Monitoring.com
  14. 14. 130 friends number of friends of the average Facebook user Source: Facebook via Website-Monitoring.com
  15. 15. 4 number of pages the average Facebook user becomes a “fan” of each month pages Source: Facebook via Website-Monitoring.com
  16. 16. 13 number of groups the average Facebook user is a member of groups Source: Facebook via Website-Monitoring.com
  17. 17. 42 of Facebook users in the U.S. who donated to Haiti relief through 1/1/2010 % Source: Facebook & The Nielsen Company
  18. 18. 600 search queries per day handled by Twitter’s own search engine million Source: Twitter via Chirp Conference, 2010
  19. 19. number of U.S. hospitals 660 that use a total of 1,353 social networking tools (blogs, Facebook, Twitter & YouTube) hospitals Source: Hospital Social Network List at www.ebennett.org/hsnl/ accessed 5/11/2010
  20. 20. strategy
  21. 21. “We understand and encourage the use of social networking ... but also understand and underscore the risks.” — Price Floyd, Principal Deputy Assistant Secretary of Defense for Public Affairs, on NPR’s “Talk of the Nation,” 9/22/2009
  22. 22. 1. Listening 2. Talking 3. Energizing groundswell: 4. Supporting 5. Embracing Source: “Groundswell: Winning in a World Transformed by Social Technologies” by Charlene Li & Josh Bernoff, 2008, Harvard Business Press, pages 68-69
  23. 23. Social Technographics Profile of online U.S. adults Creators 18% Critics 25% Collectors 12% Joiners 25% Spectators 48% Inactives 44% Source: Forrester Research’s North American Social Technographics Online Survey, Q2/2007, from “Groundswell: Winning in a World Transformed by Social Technologies” by Charlene Li & Josh Bernoff, 2008, Harvard Business Press, page 44
  24. 24. • Tie to marketing goals • Legitimacy • Benefits v. risks set strategy: • Become a social guru • Understand channels • Establish your voice • Know who’s talking • Know your audience • Set engagement level • Gauge comfort level
  25. 25. voice & audience
  26. 26. • Tone • Language • Advice your voice: • Frequency • Linking • Confidentiality • Sharing • Engagement • Commenting • Advocacy
  27. 27. • Know your audience • Who are they? your • Where do they hang? • What do they discuss? audience: • What do they want? • What motivates them? • What are their interests? • Why do they engage? • Criticism & negative comments
  28. 28. privacy & confidentiality
  29. 29. “People should remember ... what they post [online] is evidence.” — Kevin Underhill, Partner, Shook Hardy & Bacon, author of www.loweringthebar.net, on NPR’s “Science Friday,” 5/21/2010
  30. 30. privacy & confidentiality:
  31. 31. 1. HIPPA 2. Re-read #1 privacy & confidentiality:
  32. 32. 1. HIPPA 2. Re-read #1 privacy • Your employees & • Your physicians confidentiality: • “Free speech is my right” • Muzzle v. filter • Enforce existing policies re: e-mail, phone & privacy
  33. 33. the crowd
  34. 34. channels:
  35. 35. channels:
  36. 36. • It’s not in your control • The crowd rules • Lurk crowd control: • Listen • When to ignore • When to engage • When to use proxies • Stay on point • When to take down
  37. 37. technology
  38. 38. “It took all this time to convince my IT department that I should be able to access Facebook ... did someone say ‘Big Brother?’” — Email to Jim on 3/16/2010
  39. 39. • It’s all external • Who gets access • Desktop v. mobile technology: • Photos / videos / audio • Podcasting
  40. 40. get started
  41. 41. • Your natural workflow • Treat as media relations • Marketing & PR approval get started: • “Is this the right outlet to say this in?” • Channel oversight • Cross-pollenate • Embrace technologies • Understand linking!
  42. 42. Source: Twitter, accessed 3/17/2010
  43. 43. Source: www.lifespan.org/news/press/twitter.htm accessed on 3/17/2010
  44. 44. measure
  45. 45. Source: Ad Land by David T. Jones, Adweek, 2/1/2010 accessed at www.adweek.com/ adland/
  46. 46. “Twitter is about the people and interactions, not follow count numbers.” — Don Martelli, “Do Twitter Follower Counts Really Matter?” Technorati.com, 5/10/2010
  47. 47. • Listen! • The “3Fs:” Fans, followers & favorites measure: • Likes • Posts • Replies & retweets • Monitor the social web • Engagements • Interactions • “Real world”
  48. 48. what’s next?
  49. 49. • Demise of “traditional” news • Engagement the future: • EMR • Patient portals • Free v. paid • Mobile purchasing
  50. 50. ask away & Jim Rattray VP of Marketing & Public Affairs Southcoast Health System keep in touch: 508-961-5278 rattrayj@southcoast.org www.southcoast.org twitter.com/SouthcoastHosp facebook.com/southcoasthospitals youtube.com/users/SouthcoastHospitals twitter.com/jimrattray facebook.com/jimrattray

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