Social Media - your marketing plan, your advantage

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A 30 minute presentation I gave to the Freddie Mac Diversity Showcase on July 17, 2012 in McLean, VA. This overview of social media was designed to help understand what social media is and how it can be used to create a competitive and innovative edge.

Business Technology

Social Media:
your marketing plan,
your advantage
Presented to the Freddie Mac Diversity Showcase
July 17, 2012

About me

• Director, Digital Marketing &
Communications,
Inova Health System

• Advisory Board Member,
Mayo Clinic Center for Social Media

• Social media consultant for more than
100 business nationwide

Social media
makes sense
(for people
and for business)

I feel sorry for traditional media

• Bad timing
“All the news in the NYT is at least a day old”

• One-way conversation
• Very expensive
$114,174

• Not personal

I feel sorry for traditional media
• Badthe news in- the NYT is at least a day old”
“All
timing

• Very expensive -
$114,174

• Not personal -
• Broadcast
8
8

Myth #1:

Social media is just
another form of
marketing

How social media is different
“...social media is a blending of technology and social interaction for the co-creation of
value...” – Wikipedia

• Two-way participation

• User-generated content

• Transparency

• Credibility

• Trust

• Online “communities of interest”

Social media establishes relevance
Building trust throughout the Continuum of Care”

Social networks are
how we connect

Communities of interest are
why we connect

Myth #2:

Social media is only
about socializing

16

The truth:
• 43% of news sharing is done through
social media

• 27% of ‘Frequent Sharers’ responsible
for 87% of all news shared online

http://cnninternational.presslift.com/socialmediaresearch

Maintaining credibility via social media

• Ongoing participation
• Develop a social media policy
• Educate employees
• Rely on your culture and values

Myth #3:

I don’t have time for
social media
(and it doesn’t work)

Social media crises - a growing concern

• A crisis issue that arises in or is amplified by social media

• Stems from the exposure of:

• Poor customer experiences

• Poor influencer relations

• Violations of ethical guidelines

Social Business Readiness: How Advanced Companies Prepare Internally
- Altimer Group, Aug 2011

Crisis Communication
Social Media Strengths
Strategies

Respond quickly and accurately Real-time communication

Two-way communication from
Be transparent & accessible
multiple platforms

Address perceptions Relevant communications

Leverage existing relationships Expanded reach

Relationship and engagement
Manage residual perception
building

How do you find the time?

• “Sip” - use Twitter as a real-time
communications tool
(10-15 minutes/day)

• “Dip” - use Facebook/YouTube to
promote relevant information
(30-60 minutes/day)

• “Bathe” - use blogs/Facebook for separate
communications
(7-10 hours/week)

Create a social media plan

• Aligned with:
• Marketing efforts

• PR efforts

• Customer service

• Be relevant
• Create a policy
• www.inova.org/socialmedia

Identify quick wins
• Start with one thing
• Determine what to measure
• Measure your efforts
• Rinse and repeat
(or improve)

Questions?

Chris Boyer
@chrisboyer
www.christopherboyer.com
chris.boyer@gmail.com

Bonus Myth:

Social media is only for
young people

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Social Media - your marketing plan, your advantage

1. Social Media: your marketing plan, your advantage Presented to the Freddie Mac Diversity Showcase July 17, 2012

2. About me • Director, Digital Marketing & Communications, Inova Health System • Advisory Board Member, Mayo Clinic Center for Social Media • Social media consultant for more than 100 business nationwide

3. Quick poll… How many of you have…? 3

4. You’re not alone… 4

5. Why are we doing this?

6. Social media makes sense (for people and for business)

7. I feel sorry for traditional media • Bad timing “All the news in the NYT is at least a day old” • One-way conversation • Very expensive $114,174 • Not personal

8. I feel sorry for traditional media • Badthe news in- the NYT is at least a day old” “All timing • Very expensive - $114,174 • Not personal - • Broadcast 8 8

9. Myth #1: Social media is just another form of marketing

10. The Truth:

11. How social media is different “...social media is a blending of technology and social interaction for the co-creation of value...” – Wikipedia • Two-way participation • User-generated content • Transparency • Credibility • Trust • Online “communities of interest”

12. Joe Public Doesn’t Care

13. Social media establishes relevance Building trust throughout the Continuum of Care”

14. Social networks are how we connect Communities of interest are why we connect

15.

16. Myth #2: Social media is only about socializing 16

17. The truth: • 43% of news sharing is done through social media • 27% of ‘Frequent Sharers’ responsible for 87% of all news shared online http://cnninternational.presslift.com/socialmediaresearch

18. Maintaining credibility via social media • Ongoing participation • Develop a social media policy • Educate employees • Rely on your culture and values

19. Myth #3: I don’t have time for social media (and it doesn’t work)

20. Social media crises - a growing concern • A crisis issue that arises in or is amplified by social media • Stems from the exposure of: • Poor customer experiences • Poor influencer relations • Violations of ethical guidelines Social Business Readiness: How Advanced Companies Prepare Internally - Altimer Group, Aug 2011

21. Crisis Communication Social Media Strengths Strategies Respond quickly and accurately Real-time communication Two-way communication from Be transparent & accessible multiple platforms Address perceptions Relevant communications Leverage existing relationships Expanded reach Relationship and engagement Manage residual perception building

22. How do you find the time? • “Sip” - use Twitter as a real-time communications tool (10-15 minutes/day) • “Dip” - use Facebook/YouTube to promote relevant information (30-60 minutes/day) • “Bathe” - use blogs/Facebook for separate communications (7-10 hours/week)

23. Create a social media plan • Aligned with: • Marketing efforts • PR efforts • Customer service • Be relevant • Create a policy • www.inova.org/socialmedia

24. Identify quick wins • Start with one thing • Determine what to measure • Measure your efforts • Rinse and repeat (or improve)

25. Questions? Chris Boyer @chrisboyer www.christopherboyer.com chris.boyer@gmail.com

26. Bonus Myth: Social media is only for young people

27. The truth...

28. Facebook and Twitter

Social Media - your marketing plan, your advantage

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