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Ativa Medical Social Media Presentation
- 1. Social Media Ativa Medical By Rhen Hoehn 11 March, 2015 Copyright Rhen Hoehn 2015 1
- 2. The Plan • Ativa’s Goals • The Purpose of Social Media • Which Social Media to Use • HowTo Use • Strategy 2 Copyright Rhen Hoehn 2015
- 3. Ativa’s Goals •Use social media to communicate with potential investors • Very limited budget and spare time • Limited resources to contribute to graphic design • Limited availability of images/video due to patent protection Copyright Rhen Hoehn 2015 3
- 4. Which Social MediaTo Use? 4 Copyright Rhen Hoehn 2015
- 5. The Purpose of Social Media •Communicating your message (prior to having a product) •Sharing your writing and ideas •Letting others know you are an expert •Letting others know you can solve their problems •Connecting with others •We do business with people we know, like, and trust Copyright Rhen Hoehn 2015 5
- 6. Where does your audience spend its time? 6 Copyright Rhen Hoehn 2015
- 7. Which Formats do not make sense for Ativa? 7 Copyright Rhen Hoehn 2015 Pay to Play Limited MarketImage-Based Image-Based
- 8. Which platform makes the most sense? • Access to influencers and important people • Allows you to join the conversation in your community • Allows you to spread your message • Easy to use and update quickly 8 Copyright Rhen Hoehn 2015
- 9. …CoupledWith A Blog • Interesting articles to entice people to your site • Regular fresh content to keep people coming back to your site • Establishes expertise • Builds interest/excitement about your work • Lets visitors see the people behind the product • Search Engines 9 Copyright Rhen Hoehn 2015
- 10. The Atmosphere onTwitter 10 Copyright Rhen Hoehn 2015
- 11. TheWorld’s Largest Cocktail Party • Join conversations • Find the people you want to connect with and talk to them 11 Copyright Rhen Hoehn 2015
- 12. Personal vs Brand Accounts • Personal accounts get many times the interaction that brand accounts do. • People want to interact with other people. 12 Copyright Rhen Hoehn 2015
- 13. The Basics ofTwitter Use and Etiquette 13 Copyright Rhen Hoehn 2015
- 14. Posts - Content • Interesting information • Blog Posts • Relevant Science News/Journal Articles • Questions • Quotes • Pictures/Infographics • Retweets • Take stances on relevant topics/provoke discussion • Examples of Company Culture 14 Copyright Rhen Hoehn 2015
- 15. 15 Copyright Rhen Hoehn 2015
- 16. 16 Copyright Rhen Hoehn 2015
- 17. Posts –What to avoid • Do not train people to ignore your tweets! • Do not be a troll • Do not tell others they are wrong • Grammar police • Refrain from talk about sports teams and politics • Boring for 95% of your readers • Be amusing, but don’t be offensive 17 Copyright Rhen Hoehn 2015
- 18. Posts - Frequency • Multiple times per day (onTwitter specifically) • Ok to repeat posts • Spread posts out • Use retweets sparingly • Making a plan for the week • Scheduling posts • Tools like Hootesuite and Buffer 18 Copyright Rhen Hoehn 2015
- 19. Hashtags •Follow relevant topics •Trends, “Tweet parties” & Events like Conferences •Jokes 19 Copyright Rhen Hoehn 2015
- 20. FollowTopics 20 Copyright Rhen Hoehn 2015
- 21. Trends,Tweet Parties, and Events 21 Copyright Rhen Hoehn 2015
- 22. Hashtag Jokes 22 Copyright Rhen Hoehn 2015
- 23. Interactions • Direct Messages • Favorites • @Replies • @Name versus .@Name 23 Copyright Rhen Hoehn 2015
- 24. 24 Copyright Rhen Hoehn 2015 Only see tweet if you follow both people All followers see tweet
- 25. Strategy 25 Copyright Rhen Hoehn 2015
- 26. Define a Core Message “We make room-sized machines into shoe box-sized machines, and they are the only ones in the world that can run all 25 main blood tests.” 26 Copyright Rhen Hoehn 2015
- 27. Determine which audience you are speaking to They don’t need to know the technical details, just the resulting benefit 27 Copyright Rhen Hoehn 2015
- 28. Tell Stories Explain the benefit behind the benefit Selling a Drill… 28 Copyright Rhen Hoehn 2015
- 29. Follow and CommunicateWithYour Market EstablishYourself as an Expert Cultivate Connections 29 Copyright Rhen Hoehn 2015
- 30. Questions? 30 Copyright Rhen Hoehn 2015
Editor's Notes
- Using Social Media Communicating your message (prior to having a product) Sharing your writing and ideas Letting other’s know you are an expert Letting others know you can solve their problems Connecting with others We do business with people we know, like, and trust
- Investors more likely to be on Twitter Hospital decision makers may spend more time on pinterest Changes over time
- Facebook – pay to play Pictures – if things are confidential (Instagram & Pinterest) Google+
- Twitter is for following people you want to know No need for pictures or videos for each post – easy to update quickly from your phone, even a dumb phone 40404
- SEO Blood test descriptions Company culture Beer time Volunteering Money Raised
- Like a party, take part in some conversations fully, some lightly, make connections
- More personable vs. more “professional”
- People love to know the correct answer to questions People love to opine when given a choice Headlines are important – leave an open loop Sometimes other people’s links, sometimes your own Canva
- Resist the temptation to tell someone they are wrong just because Stupid is not illegal
- Don’t ask a question and then retweet every response Hootsuite, Buffer
- DMs: Too many people automate, have to be following each other, many people don’t check them @Replies: Can only be seen by people who follow both of you
- Varies with each audience Hospitals Nurses Patients Investors Get input from people outside of company
- Imagine you are a patient getting your blood drawn…etc Now imagine it with our machine Now imagine the benefits for hospitals and clinics…$$$ Right now, focus on investors and the people that influence investors Later, focus on the decision makers at hospitals and the people that influence those decision makers
- Benefits to hospital: much smaller than current devices, all 25 main blood tests on one machine, allows availability in different parts of the hospital at the same time, reduces patient wait time, cost effective, easier to maintain, fewer specimen mixups, enhanced patient security, no need to outsource Clinics can use instead of outsourcing? Benefits to nurses: more simple to use, able to provide immediate analysis Benefits to patients: less blood drawn, faster results (imagine you are a patient and think about your experiences in the past) Benefits to the world: affordable and more reasonable to get these machines to poorer countries around the world
- Conference hashtags Authors of papers Influencers and their circles