Good desk research resources• Government websites• Intra government bodies: for example EuropeanCommission Information Society – Digital Agenda forEurope microsite• GSMA• Academic institutions: I particularly like LSE’s departmentof media and communications– Google Scholar• Google Adplanner• socialbakers• Your web analytics• Bank institutional research• Sysomos MAP*
More research• Surveys• Blog and forum social listening campaign
What does all this do?• Helps gauge the volume of discussion online• Helps you develop audience personas• Helps with messaging by mirroring the audience’s ownlanguage• Helps you understand where they have theirconversations• Helps you to attune your programme closer to theaudiences interests
What is engagement• Beyond passive consumption– Delivery of message• Response– Dialogue– Doing a call to action• It’s about us listening as much as delivering content• Engagement just isn’t about publishing
Let’s do a viral video?• It’s hard work• It’s expensive:– Making good content• RA Lebanon have done it successfully with a shopping mallflashmob take over– Seeding the content– Getting visibility• You are competing against a tsunami of content: 24 hoursof video uploaded every minute to YouTube• The odds are stacked against you
Factors for viral video success• Brevity• Don’t try too hard – the audience needs to get it• Do provide people with an opportunity to remix your content – carrying onthe discussion• Do you invest in great content• Seeding – social network potential | super nodes – (people or websites thatare highly connected / influential)• Support with advertising• Don’t allow a creative idea to be watered down by too much internaldiscussion• Tactics that work• Shock• Fake headlines• Entertain• Incite a debate
Campaign versus continuing engagement• Budgets work in fixed time periods, communities don’t• It’s generally considered rude to walk away fromsomeone in mid-conversation…• It’s less efficient to re-engage a new audience each timerather than holding a community together
Factors that need to be consideredWe could have a list here but it boils down to two principles:• Putting yourself in the audience’s shoes rather thanthinking about what message to deliver• Treat others as you would like to be treated yourselfSo, what does this mean from a content point of view?
Social media benefits & misconceptions• Social media takes advantage of word-of-mouth; buildsloyalty and advocacy• Social media messages are considered to be moretrustworthy• Social media helps other aspects of digital marketingsuch as search engine optimisation• Respond instantly to events• Social media is cheap– Social media costs in terms of resources: planning, contentcreation, active listening– Not doing it properly can damage the brand of your patientgroup• Social media is easy– It is easy to post• Social media is measurable– True, but it’s often hard to quantify the return on investment
Social context• It isn’t only about where your audience is, but where theyfeel it’s appropriate to interact with you– I may have a condition, but:• I may not want to feel that the condition has a role in definingwho I am• I may be a private person• I may be concerned about what prospective employers maythink• If I am younger, I may worry about the opinion of my peers– Any more reasons?• What you are talking about doesn’t relate to me
Social advertising• Engage with consumers on social platforms (likeFacebook) when social media interaction is out of context• Allow campaigns to break out across networks• Generate brand awareness as support for a campaign• Drive traffic to an off-platform resource
Mobile is a baseline• Careful marketing investment– It’s the direction where consumers aregoing– It’s the most accessible form of access formany people– It’s personal• It’s being increasingly used in treatment• It’s not that expensive:– 10,000 SMS for $150• Building ‘mobile first’– Responsive design• Apps lastSource: GSMA
Mobile applications• Superior user experience• Doesn’t require always on connectivity• Expensive versus web• Needs maintenance• Platform diversity• You can submit a mobile website asan ‘applet’ to mobile
Campaign plan• Start at the finish and work back– What do you want to achieve– What will you do with the community that you’ve built?– What do you have to offer?– Why should the audience listen to you?– What do the audience want?
Community management principles• Be human• Welcome & thank• Have a clear moderation policy• Active listening• Co-create, co-solve & amplify• Integration across channels• Pull in the big hitters• Use photos, videos – rich content• Objective & a deadline
Daily tasks• Welcome new community members• Engage – Answer and ask questions. Cheerlead• Promote new content to the community• Invigorate or close dying discussion threads• Moderation – Enforce community guidelines• Engage top community members – boost egos• Handle technical queries• Outreach marketing• Hunt for content and engagement ideas
Weekly tasks• Weekly report– qualitative and quantitativeupdate• Analyse weekly stats – esp. community health• Brainstorming session – problems, contentthemes• Prepare a content calendar• Prepare new content – blogs, tweets, updates,polls, newsletter
ControlControl is an illusion and every situation context-dependent• You can influence, you can ban – on certain platforms– Give a clear sandpit– Be aware of the platform’s terms of service• Have a standardised proportionate response• Have a team ready:– Experts– Responders who are credible to the online community• Keep a record in case things require a legal solution
Monitoring• Start with the basics:– RSS reader for regular sites forums (I use Newsblur)– Google Alerts– SocialMention– Hootsuite | Tweetdeck• Getting over 50 mentions a day?– RSS reader– Google alerts– Sysomos Heartbeat | Sprout Social – lots of others outthere, get a free trial and see what works for you• Keep a record of any
Evaluation• Evaluate the objectives• Two types of measures:– Reach• Opportunities to see (how many fans does a page have, howmany visitors a site or blog, how many views a video)• How widely has the content been syndicated– Engagement• What did people do?– Comment or do an answer back on a YouTubevideo– Retweet or share a link on Twitter?– Call to action
Exercise• Decide which of your organisations you are going to thinkabout.– Your organisation will be launching an initiative to highlightthe economic and personal cost of X through a petition thatwill be presented to policy makers• How do you keep petition signatories engaged?• Where will you seek to engage them? Why?• What kind of future tactics would you use?• Sketch out a content plan– A scientific report that hasn’t been peer-reviewed has comeout alleging a tenuous link between treatments and theoccurence early onset Alzheimers and / or Creutzfeldt–Jakob disease• The current best scientific expertise is for people to keep uptheir treatment• But a small faction of patients are advocating at everyopportunity dropping their treatment and are likely to hijack thisinitiative• What’s your plan?
Links• Research resources– LSE department of media and communications– European Commission Information Society– Morgan Stanley – The European Internet Report– GSMA mYouth data sets– FI3P• Building ‘mobile first’– Responsive design• Measurement– Sysomos
Presentation for sessions I ran at the IMID conference for patient groups. The event was sponsored by Abbott