MCHS social media strategy public

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  • Before we get into this, when we use the term “social media” what do you think of? What examples come to mind of organizations who use social media really well? And why?
  • As much as we think that we are in complete control of our messages, or our brand, it is important to remember that people are talking about us, and our brand online. And they are doing it even when we’re not listing. Our goal should be to listen, and to join in and guide the conversations to best support our vision and services.
  • The key to successful use of social media is to NOT simply use it as a marketing vehicle. That will bore and annoy our visitors. Rather, it is also a tool for the world to TELL US, and EACH OTHER what we do well, to tell their stories, to communicate with each other about us. BUT TO DO IT IN A WELL MANAGED FASHION!
  • So what is social media? The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Social media is "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.” Businesses often refer to social media as consumer-generated media (CGM). A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value. People obtain information, education, news and other data from electronic media and print media. Social media are distinct from industrial or traditional media, such as newspapers, television, radio, and film. They are relatively inexpensive and accessible to enable anyone to publish or access information, compared to industrial media, which generally require significant resources to publish information.
  • Let’s briefly review these 8 categories, looking at short-term objectives, key metrics, and a conservative estimate of time required to manage each.
  • A blog (a blend of the term web log ) is a type of website or part of a website. Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. Most blogs are interactive, allowing visitors to leave comments and even message each other via widgets on the blogs and it is this interactivity that distinguishes them from other static websites. Corporate and organizational blogs A blog can be private, as in most cases, or it can be for business purposes. Blogs used internally to enhance the communication and culture in a corporation or externally for marketing, branding or public relations purposes are called corporate blogs. Most often in healthcare, we see the CEO and/or a physician or nursing leader blogging on behalf of a hospital or health system.
  • Any questions?
  • MCHS social media strategy public

    1. 1. 2011-2012 Marketing and Community Relations Strategy: Social Media Steven Trockman, MPH Director of Community Relations and Outreach 19 September 2011
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    3. 3. Marketing Strategy – Social Media hat about ocial media?
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    5. 5. Social Media Tactical Plan <ul><li>Increase unique traffic to www.midcoastheath.com and to our services </li></ul><ul><li>Improve search engine rankings </li></ul><ul><li>Enhance community relations </li></ul><ul><li>Increase brand and service education, reputation, and awareness </li></ul><ul><li>Provide additional means of engaging with us </li></ul>
    6. 6. Social Media Tactical Plan <ul><li>Blog </li></ul><ul><li>Social/Professional Networks </li></ul><ul><li>Microblogging </li></ul><ul><li>Social Press </li></ul><ul><li>Widgets </li></ul><ul><li>Bookmarking/Tagging </li></ul><ul><li>Crowdsourcing/Voting </li></ul><ul><li>Wikis/Rating and Review Sites </li></ul><ul><li>Mulitmedia Sharing Sites </li></ul><ul><ul><li>Online Video </li></ul></ul><ul><ul><li>Photo Sharing </li></ul></ul><ul><ul><li>Podcasting </li></ul></ul><ul><ul><li>Presentation Sharing </li></ul></ul>
    7. 7. Social Media Tactical Plan <ul><li>Blog </li></ul><ul><li>Social/Professional Networks </li></ul><ul><li>Microblogging </li></ul><ul><li>Social Press </li></ul><ul><li>Widgets </li></ul><ul><li>Bookmarking/Tagging </li></ul><ul><li>Crowdsourcing/Voting </li></ul><ul><li>Wikis/Rating and Review Sites </li></ul><ul><li>Multimedia Sharing Sites </li></ul><ul><ul><li>Online Video </li></ul></ul><ul><ul><li>Photo Sharing </li></ul></ul><ul><ul><li>Podcasting </li></ul></ul><ul><ul><li>Presentation Sharing </li></ul></ul>
    8. 8. Social Media Tactical Plan <ul><li>Blog – 1 hour weekly </li></ul><ul><li>Short term objectives: </li></ul><ul><li>Increase recognition </li></ul><ul><ul><li>Meaningful, timely posts, on regular schedule </li></ul></ul><ul><ul><li>Include RSS option </li></ul></ul><ul><li>Increase engagement </li></ul><ul><ul><li>Encourage comments </li></ul></ul><ul><li>Key metrics: </li></ul><ul><li>Number of posts </li></ul><ul><li>Audience growth – unique and returns; subscribers </li></ul><ul><li>Conversation rate </li></ul><ul><li>Inbound links </li></ul><ul><li>Blog “authority” in directory listings (Technorati, Alltop) </li></ul>
    9. 9. Social Media Tactical Plan <ul><li>Social Networks – 2 hours weekly </li></ul><ul><li>Short term objectives: </li></ul><ul><li>Facebook Fan Page </li></ul><ul><ul><li>Create group, encourage interaction, create content </li></ul></ul><ul><li>LinkedIn Company Page </li></ul><ul><ul><li>Create group, encourage interaction, create content, participate in Q&A, link to other groups </li></ul></ul><ul><li>Key metrics: </li></ul><ul><li>Referrals from social networks </li></ul><ul><li>Number of Fan/Friends on social networks </li></ul><ul><ul><li>Demographics </li></ul></ul>
    10. 10. Social Media Tactical Plan <ul><li>Microblogging – 1 hour weekly </li></ul><ul><li>Short term objectives: </li></ul><ul><li>Compile list of MCHS Twitter users </li></ul><ul><li>Promote MCH blog posts through corporate acct </li></ul><ul><li>Build reputation for useful content </li></ul><ul><li>Promote other social media activities/sites through Twitter </li></ul><ul><li>Create Twitter widget on website </li></ul><ul><li>Key metrics: </li></ul><ul><li>Friends/Followers </li></ul><ul><li>Downstream/2 nd -order followers (follower’s follower count) </li></ul><ul><li>Velocity (avg. of 1 st - and 2 nd -order followers attracted per day since account was established) </li></ul><ul><li>Social Capital – influence of twitter followers </li></ul><ul><li>Pages ranking on key terms </li></ul>
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    12. 12. Social Media Tactical Plan <ul><li>Widgets – 1 hour monthly </li></ul><ul><li>Short term objectives: </li></ul><ul><li>Creation of widgets </li></ul><ul><li>Distribution of widgets </li></ul><ul><li>Key metrics: </li></ul><ul><li>Usage of widgets (by count) </li></ul><ul><li>Posts/Mentions about social widgets offsite </li></ul>
    13. 13. Social Media Tactical Plan <ul><li>Wikis/Rating & Review Sites – 2 hours monthly </li></ul><ul><li>Short term objectives: </li></ul><ul><li>Increase recognition </li></ul><ul><ul><li>Meaningful, timely posts, on regular schedule </li></ul></ul><ul><ul><li>Include RSS option </li></ul></ul><ul><ul><li>Keep current </li></ul></ul><ul><li>Increase engagement </li></ul><ul><ul><li>Encourage positive comments ratings </li></ul></ul><ul><li>Create widgets on website </li></ul><ul><li>Key metrics: </li></ul><ul><li>Referrals from wikipedia, Google places, and Yelp </li></ul><ul><li>Page ranking on key terms from wikipedia (?) </li></ul>
    14. 14. Social Media Tactical Plan <ul><li>Online Video – 2-4 hours monthly </li></ul><ul><li>Short term objectives: </li></ul><ul><li>Update HD videos on website and social media sites and link to core site </li></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><ul><li>Create video series </li></ul></ul></ul><ul><ul><li>Vimeo </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><li>Key metrics: </li></ul><ul><li>Subscribers </li></ul><ul><li>Referrals from social video sites </li></ul><ul><li>Views of videos on social sites </li></ul><ul><li>Views of videos on website </li></ul><ul><li>Pages ranking on key terms from YouTube and Vimeo </li></ul>
    15. 15. Social Media Tactical Plan <ul><li>Photo Sharing – 1-2 hours monthly </li></ul><ul><li>Short term objectives: </li></ul><ul><li>Take pictures of any relevant events from across the MCHS family of services </li></ul><ul><li>Share interesting and brand-relevant photos </li></ul><ul><li>Utilize photo sharing sites to share images with links back to blog and core site </li></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Facebook Photo Gallery </li></ul></ul><ul><ul><li>Our blog </li></ul></ul><ul><li>Key metrics: </li></ul><ul><li>Referrals from photo sharing sites </li></ul><ul><li>Views of photos on social sites </li></ul><ul><li>Pages ranking on key terms from photo sharing sites </li></ul>
    16. 16. Social Media Tactical Plan <ul><li>Presentation Sharing – 1 hour quarterly </li></ul><ul><li>Short term objectives: </li></ul><ul><li>List all relevant clinical and community presentations on SlideShare </li></ul><ul><li>Create SlideShare widget on website </li></ul><ul><li>Update SlideShare listing </li></ul><ul><li>Key metrics: </li></ul><ul><li>Referrals from SlideShare </li></ul><ul><li>Views on SlideShare </li></ul><ul><li>Pages ranking on key terms from SlideShare </li></ul>
    17. 17. Social Media Tactical Plan <ul><li>Additional Objectives </li></ul><ul><li>Match patient/visitor demographics and personas to social media sites, adjust strategy to better fit these attributes </li></ul><ul><li>Train staff about better use of social media </li></ul><ul><li>Keep Social Media Policy updated </li></ul><ul><li>Review existing and emerging social media sites; adjust tactical plan as needed </li></ul>

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