Social media strategies for advocacy and building your practice

1. SOCIAL MEDIA PRESENTATION
MARCH 27, 2015

2. State of Social Media
ACTIVE SOCIAL MEDIA
ACCOUNTS WORLDWIDE
2 BILLION
U.S. ADULTS ONLINE & ACTIVE
ON 1+ SOCIAL MEDIA SITE
67%
SOCIAL MEDIA USE
67% - Facebook
16% - Twitter
15% - Pinterest
13% - Instagram
6% - Tumblr
More than HALF of U.S. population.

3. Once a niche digital channel…
Social media has become an
indispensable communications,
marketing, and customer service
platform.

4. Three Fastest-Growing Trends in Social
• Visual Platforms
• Native Advertising Platforms
• Mobile

5. What Does Social Look Like Near-Term?
• More Mobile
• Grew from 34 million people in the U.S. in 2010 to 117 million in
2014.
• More Personalized
• A word about “Big Data”
• Dilemma: Privacy versus unprecedented marketing opportunities

6. Some Perspective…
Most Viewed YouTube Video of All Time?
Gagnam Style.

7. Some Perspective…
Most Retweeted
Tweet of 2014?
Ellen’s Selfie.

8. Some Perspective…
Most “Liked” on Facebook?
Shakira.

9. Social media is indispensable.
But we need to understand:
1. Its uses.
2. What it is and isn’t.
3. what it can cannot do for us.

10. Why Do People Use Social Media?
67%
64%
50%
14%
9%
5%
3%
Stay in touch with friends.
Stay in touch with family.
Reconnect with old friends.
Connect with people who share similar interests.
Make new friends.
Read comments from celebrities, athletes or politicians.
Find potential romantic partners.

11. Business, Advocacy Lives in Three Areas
• Connect with People Who Share Similar Interests
• Read Comments by Celebrities, Athletes, Politicians
• In the Gaps – The Connections Where Sales, Impressions
and Conversions are Made

12. What Do Orgs, Businesses Do on Social?
82%
77%
65%
52%
Engage with audience before, during
and after an event.
Monitor what is being said about them.
Research / learn more about target
audiences or customers.
Gather feedback from the public or
market test an idea.

13. Case Study: Herschel Supply Co.
42% growth in
Facebook in 2014.
63% growth on Twitter.
20% increase in
customer service
satisfaction.*
60% increase in overall
brand sentiment.*
*According to Hootsuite.

14. Case Study: Herschel Supply Co.
HOW?
1. Aggressive and exemplary customer service.
2. Answering every question across all social media platforms.
AND…
*According to Hootsuite.

15. Then, There’s Instagram
3. Marrying the product with the medium.
“Herschel Supply introduces City
Limitless – a content series that
utilizes photography to celebrate
unique design stories from urban
landscapes around the world. From
February 12th to March 16th, join
the Herschel Supply community on
Instagram by sharing imagery that
best embodies the urban existence.
From local architecture to beautiful
spaces, side streets to aerial views,
capture the culture that brings each
city to life.”

16. Case Study: CrossFit
Two Year Performance:
5,000  11,000+ Affiliates
Tripled Revenue

17. Case Study: CrossFit
HOW?
1. Extremely aggressive
online brand protection.
2. Empowers community.
3. Interactive by nature –
Asks members to post
their time to comments.
4. Daily visual media
production.

18. Know the Limits
“General Motors Co. plans to stop advertising with
Facebook Inc. after deciding that paid ads on the site
have little impact on consumers' car purchases,
according to a GM official.
The move by GM, one of the largest advertisers in the
U.S., puts a spotlight on an issue that many marketers
have been raising: whether ads on Facebook help
them sell more products.” – The Wall Street Journal

19. Dangers to Avoid

20. #1 Thing Every Business Should Do on
Social…
Customer or Client Testimonials.
Ask – “Would you be willing to say that on camera so we
could post it on Facebook?”
According to HubSpot, 90% of people believe brand
recommendations from friends… and
70% believe customer opinions.

21. Social Media for Advocacy
Old Model:
Brand  Media  Audience  Target OR…
Brand  Key Influential  Audience  Target
New Model:
Brand  Target  Brand
1. Social media removes gatekeepers, especially the media
and key influentials.
2. Strength in numbers.
3. Does not mean media and key influentials are not important.
New model does not make old model obsolete

22. Keys to Effective Social Media for
Advocacy
1. Know Your Audience: Facebook’s Custom Audience
2. Know Your Message: Clearly defined and simple. Can it
fit into a meme or Vine?
3. Know Your Medium: Text, video, images or audio.

23. California Call to Action
$150+ for phone or letter
writing campaign
RESULTS…
$58 per contract
VS.

24. What To Do First
Write a plan – 1/2 page max
Answer:
1. Why do you want to do this?
2. What is your goal?
3. What is your voice?

25. What To Do Next
1. Decide on your media.
2. Sign up.

26. Facebook Signup in 3 Steps – Step 1

27. Facebook Signup in 3 Steps – Step 2

28. Facebook Signup in 3 Steps – Step 3

29. Now What
CONTENT IS KING.
Pictures, pictures, pictures
Tag of the pages, people in your posts
Post interesting, relevant news stories regularly
Drive referrals to your digital properties
Tell stories with video
Engage your friends / fans
Join a public conversation (#hashtags, trending)

30. Social Media for Building Your Practice
• Keep Your Personal, Professional Social Media Profiles
Separate
• Be “You” on personal page.
• Be “Dr. You” on practice page.
• Choose Your Media Deliberately
• Assign the Job to Someone
• Ask for Email Sign-Ups on Your Website
• Call to Action Button

31. Social Media for Building Your Practice
• Advertise – Who is Your Ideal Patient?

32. Social Media for Building Your Practice
• Be an Authority.
• Post mainstream news stories of interest.
• Post and decode complex articles.
• Lists.
• Infographics.
• Celebrate Employees.
• Interviews.
• Profiles.
• Pictures.

33. Social Media for Building Your Practice
Promotions and Content Calendars

34. Social Media for Building Your Practice
Don’t forget to be simple.

35. Social Media for Building Your Practice
• Insights – What Posts Were Engaging and Why?
Wash. Rinse. Repeat.

36. Thank You
Patrick Hynes
phynes@hynescommunications.com
(202) 321-5310