ASCO Clinic Director Social Media
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This document discusses social media and best practices for using various platforms. It begins with an overview of mind-boggling social media statistics. It then covers the roles of social media, including customer service, brand building, and relationship management. Best practices like knowing your audience, choosing networks wisely, having a strategy, going native on each platform, and monitoring conversations are outlined. Worst practices like not engaging followers and trying to be active on every network are also discussed. The document concludes by addressing social media policies and specific platforms like Facebook, Twitter, and YouTube.
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ASCO Clinic Director Social Media
- 1. Social Media The Good, the Bad, and the Ugly Linkedin.com/in/williamzahn @wjzahn
- 2. Agenda • Roles of social media • Best and worst social media practices • Social media policy development • Platforms • Tools and resources Linkedin.com/in/williamzahn 2
- 3. Obligatory Social Media Video Linkedin.com/in/williamzahn 3
- 4. Mind-boggling Social Media Stats • Time to reach 50 million users: Radio = 38 years TV = 13 years Internet =4 years Facebook = 100 million users in under 9 months. • Social media is the #1 online activity worldwide. • 94% of companies use LinkedIn as their primary recruiting tool. • 1 out of 3 marriages in 2016 started online • 4 billion pieces of content shared daily on Facebook. Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015 Linkedin.com/in/williamzahn 4
- 5. Roles of Social Media Linkedin.com/in/williamzahn 5
- 6. What roles can social media play in marketing? • Customer Service • Brand Building • Service Recovery • Sales • Relationship Management • Marketing Research Linkedin.com/in/williamzahn 6
- 7. Other Roles Social Media Can Play for You • Education • Engagement • Collaboration Linkedin.com/in/williamzahn 7
- 10. Why is Dave Carroll important? • Marketers and business owners are not in control • People will talk, good or bad, about your business And we can reach millions • The rules of marketing have changed Linkedin.com/in/williamzahn 10
- 12. A New Competitor Linkedin.com/in/williamzahn @wjzahn
- 14. Best and Worst Practices Linkedin.com/in/williamzahn 14
- 15. Best Practices • Know your audience(s) • Choose your networks – Be selective • Have a strategy/plan • Go Native • Monitor conversations • 80/20 Rule (aka The Rule of Thirds) • Experiment Linkedin.com/in/williamzahn 15
- 16. Know Your Audience • Who are you trying to connect with? Millenials, single moms, parents of furries • Go deeper Age Location Income Language Spending habits Hobbies Stages of life Linkedin.com/in/williamzahn 16
- 17. Know Your Audience • Create a buyer persona bit.ly/persona-non-generator • You may have more than one • Personas will help aid you in Social sharing Content creation Ad spend decisions Linkedin.com/in/williamzahn 17
- 18. Choose Your Network(s) Wisely • Facebook More active monthly users than any one country’s population 1.4 billion daily users, and 2.13 billion monthly ones 25-34 year olds are the biggest segment for U.S. users • Twitter 330 million active monthly users 45% of new users have college degrees • Instagram A billion users, 500 million of them active every day 71% of Americans between 18 and 24 use this network • Research demographics at bit.ly/social-media-demos Linkedin.com/in/williamzahn 18
- 19. Choose Your Networks • Choosing what not to do is as important as choosing what to do Linkedin.com/in/williamzahn 19
- 20. Have a Strategy/Plan • Set Goals Linkedin.com/in/williamzahn 20
- 21. Have a Strategy/Plan • Conduct a social audit (general) What should you do more of? What should you stop? What should you try to improve? • For each platform Is your audience here? How are they using this platform? Does this help your business goals? (Are you tracking analytics?) • Need help with an audit? bit.ly/not-an-irs-audit Linkedin.com/in/williamzahn 21
- 22. Go Native • What does it mean to go native? • It means you publish based on the norms of the platform Linkedin.com/in/williamzahn 22
- 23. Go Native • Publish each post in the platform Don’t publish IG photos to Twitter Don’t share links to YT videos on FB Linkedin.com/in/williamzahn 23
- 24. Monitor Conversations “We have two ears and one mouth so that we can listen twice as much as we speak.” - Epictetus Linkedin.com/in/williamzahn 24
- 25. The importance of good service • Differentiating factor Many choose good experience over low price 74% choose to do business with a company based on positive customer care experiences shared by others 72% use social media to research customer care reputation • Good service drives Customer loyalty Positive word of mouth • Leads to more profitability Forrester Research Linkedin.com/in/williamzahn 25
- 26. Customers • A happy customer will tell 3-4 people, an unhappy customer will tell??? • They expect quick responses • Whether you’re paying attention or not, customers are talking • What is a reasonable response? • Do you respond to everyone? Linkedin.com/in/williamzahn 26
- 27. The LARA Framework • Listen to customer conversations • Analyze the conversations • Relate them to existing information • Act on these conversations Linkedin.com/in/williamzahn 27
- 28. Steps for Creating a Listening Station • Define the goals of your listening station • Develop best practices for responding • Identify key words to listen for • Find a listening tool • Track incidences and responses Linkedin.com/in/williamzahn 28
- 29. Goals for your listening station • Discover trends in your industry • Find sales triggers to discover if someone is about to buy • Discover customer pain points • Evaluate buzz around your (and your competitors’) brands Linkedin.com/in/williamzahn 29
- 30. What to listen for? • Company mentions • Competitor mentions • Keyword mentions • Hashtags • Employee mentions • Customer mentions Linkedin.com/in/williamzahn 30
- 31. Listening Station Alternatives • Hootsuite • Sprout Social • Radian6 (purchased by Salesforce Marketing Cloud) bit.ly/listening-station-evaluation Linkedin.com/in/williamzahn 31
- 32. Develop responding best practices • How should you handle criticisms or condemnations? • How should you respond to complaints about a competitor? Linkedin.com/in/williamzahn 32
- 34. 80/20 Rule and the Rule of Thirds • Do not sale all the time • 80/20 Rule 80% of your posts should provide value for your audience 20% of the time can be for promoting your business • Rule of Thirds 1/3 of posts should share ideas from influencers in your industry 1/3 of posts should be personal stories to build your brand 1/3 of posts should be geared towards generating profits and converting followers Linkedin.com/in/williamzahn 34
- 35. Experiment • Please spend 30 minutes per week exploring new platforms or trying new types of content Linkedin.com/in/williamzahn 35
- 36. Worst Practices • Not engaging your followers • Trying to be everywhere • Relying on organic social media • Spamming with sales pitches • Hijacking trends • Not having clear calls to action Linkedin.com/in/williamzahn 36
- 37. Not engaging followers • Don’t be the self-obsessed company that only talks and doesn’t listen Linkedin.com/in/williamzahn 37
- 38. Trying to be everywhere Linkedin.com/in/williamzahn 38
- 39. Trying to be everywhere Linkedin.com/in/williamzahn 39
- 40. Relying on organic social media https://blog.hubspot.com/marketing/facebook-organic-reach-declining#sm.00011ec4ou1c96e39vz2kgozf5xht Linkedin.com/in/williamzahn 40
- 41. Spamming with sales pitches Linkedin.com/in/williamzahn 41
- 42. Hijacking trends • #cairo • #whyistayed Linkedin.com/in/williamzahn 42
- 43. Not having clear CTAs Linkedin.com/in/williamzahn 43
- 45. Why have a social media policy, anyways? • New media has changed our communication Blurred lines between professional and personal Corporate information is available from a lot of sources • Virality of information News (good and bad) travels fast • Blogosphere and traditional media influence each other • Justine Sacco #HasJustineLandedYet Linkedin.com/in/williamzahn 45
- 46. A Social Media Policy Should • Make interacting on the web easier, convenient, and safe • Empower employees to focus on satisfying customers • Educate and guide • Equip employees with basic social media knowledge • Complement employee code of conduct • Set constructive boundaries Linkedin.com/in/williamzahn 46
- 47. Policy Best Practices • Don’t automatically ban • Do have a reason • Don’t be old-fashioned • Keep it simple • Be flexible Linkedin.com/in/williamzahn 47
- 48. Policy Best Practices • Standards of conduct Don’t allow anonymous participation Transparency Good manners • Disclosure requirements Sponsored posts Affiliates Hashtags #emp - employee #samp - received a free sample #paid - paid endorsement Linkedin.com/in/williamzahn 48
- 49. HIPPA and Social Media • Posting of images and videos of patients without written consent • Posting of gossip about patients • Posting of any information that could allow an individual to be identified • Sharing of photographs or images taken inside a healthcare facility in which patients or PHI are visible • Sharing of photos, videos, or text on social media platforms within a private group bit.ly/hip-social bit.ly/AMA-social Linkedin.com/in/williamzahn 49
- 51. My Recommendations • Facebook • Twitter • YouTube Linkedin.com/in/williamzahn 51
- 53. What is organic marketing? • The number of people who have seen your post through unpaid distribution. Linkedin.com/in/williamzahn 53
- 54. Prior to 2011 • Organic reach for marketers was amazing! Linkedin.com/in/williamzahn 54
- 55. In 2011 • Facebook made some major algorithm changes that hurt organic reach for businesses Linkedin.com/in/williamzahn 55
- 56. Why the Change? • Human behavior • We don’t want to see everything from a company just because we liked it 9 years ago • But we aren’t going to go unlike all these pages • We just ignore their posts Linkedin.com/in/williamzahn 56
- 57. Why the Change? • “Marketers ruin everything.” – Gary Vaynerchuk • More content, more annoying newsfeeds to look at • People only want to see what they want to see • Facebook algorithm changes are trying to predict that Linkedin.com/in/williamzahn 57
- 58. Simplified algorithm example Source: neilpatel.com Linkedin.com/in/williamzahn 58
- 59. Don’t do this on Facebook! • Automate everything Linkedin.com/in/williamzahn 59
- 60. Don’t do this on Facebook • Use your posts to sell all the time • Instead Remember the 80/20 rule Build a community Engage your community Linkedin.com/in/williamzahn 60
- 61. Don’t do this on Facebook • Cheat the algorithm Buying likes Using clickbait Bombarding followers with crappy posts Linkedin.com/in/williamzahn 61
- 62. Steps to improving organic reach • Post evergreen content FAQs Guides Tutorials Testimonials Resources Linkedin.com/in/williamzahn 62
- 63. Steps to improving organic reach • Use organic post targeting Targeting not just for ads Target posts based on Location Gender Age Education Interest Linkedin.com/in/williamzahn 63
- 64. Steps to improving organic reach • Use Facebook Insights To find the optimal time to post Don’t listen to articles claiming to know the optimal posting time on Facebook Try posting at the time your audience is most active during off-peak hours (6pm – 8am) Linkedin.com/in/williamzahn 64
- 65. Steps to improving organic reach • Use Facebook Groups! • Post a variety of content Don’t just do what is hot Remember when images were the bread and butter of social? Linkedin.com/in/williamzahn 65
- 67. Twitter Search • Twitter.com/search • A very useful way of finding people talking about your business/industry/products • Can search for tweets containing Certain words Hashtags Phrases Mentions of accounts • You can narrow the search down Location Certain people tweeting about the topic Linkedin.com/in/williamzahn 67
- 71. Trendjacking • The process of identifying what is trending and capitalizing on that trend to bolster one’s brand Tying your brand into a trending narrative • Similar to newsjacking Tying your brand into a news story so that when journalists/bloggers write about one story they are compelled to write about your brand Linkedin.com/in/williamzahn 71
- 74. Tips on Trendjacking/Newsjacking • Figure out how to relate your brand to the story • Act quickly • Be creative • Be appropriate Linkedin.com/in/williamzahn 74
- 75. Hashtags • # hashtags organize tweets around a topic Clicking on a hashtag lets you see the tweets that have used that hashtag Allow your tweets to be seen by other people using the hashtag Broaden the audience for your tweets • Build branded campaigns and engage with new users • Different hashtags can be compared See which campaigns drive engagement and conversions Linkedin.com/in/williamzahn 75
- 76. Benefits of Hashtags • Create your own and get customers involved • Research trends in your niche • Find and join conversations • Identify new prospects • Share with a broader audience Linkedin.com/in/williamzahn 76
- 77. Using Hashtags Correctly • Be Brief – one word or short phrase • Memorable and easily understood • Not open to misinterpretation • Not already in use Don’t use trending hashtags for marketing Look at for social movements • Tagdef.com Linkedin.com/in/williamzahn 77
- 78. Using Hashtags Correctly • Your users control the hashtag • Don’t overuse • Researching trends What hashtags are industry leaders using? What are commonly used hashtags for your industry? What is trending? Linkedin.com/in/williamzahn 78
- 80. Tools I Recommend • Buffer • Hootsuite • Canva • Story Slicer • TweetDeck • Google My Business • Google Analytics Linkedin.com/in/williamzahn 80
- 81. One Final Recommendation • Messenger Bots 80+% open rate on FB messenger and text messages Low CPE on Facebook Great idea for Appointment reminders Day-of-appointment information Review reminders Linkedin.com/in/williamzahn 81
- 82. Thank You! • Please reach out to me if you have questions or want to schedule a social media strategy session bzahn21@gmail.com Twitter: @wjzahn LinkedIn: linkedin.com/in/williamzahn Linkedin.com/in/williamzahn 82