Tools and Tactics for Engaging Your Supporters with Social Media


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Nedra Kline Weinreich
Weinreich Communications

California Assn of Hospitals and Health Systems
Healthcare Volunteer Leadership Conference
February 23, 2011

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  • • Once you are aware of the conversations that are taking place, you can then find ways of joining the conversation. • If people are asking questions about H1N1, provide answers or share resources. • If people are concerned about H1N1 in your community, invite them to join your collaboratory or to follow you via social media to stay informed.
  • • Before you start thinking about whether you are going to use Facebook or Twitter or blogs… • You need to start with a strategy. All the decisions you make need to be based on a strategy you map out before you jump in.
  • • The first question to ask is “What are your goals?” • What is it you are trying to accomplish with your collaboratory’s activities, and how can social media help you reach them?
  • • Next, think about who exactly you want to reach through your activities. • Do you want to use social media primarily for coordination among the collaboratory members, or for community outreach? • Are these audiences using social media? Which tools do they use? • What kinds of information or engagement do they want and need to help them with H1N1 preparedness?
  • • Now you can decide which social media tools make the most sense, based on your goals and your audience. • We’ll talk about some of the options in a moment.
  • Photo:
  • Uses How it Works Anatomy of a Tweet What to Tweet Who to Follow How to Get Followers Tools
  • • The next step after creating your strategy and setting up your social media tools is to listen. Listen using various social media tools to see what people are talking about, where they are talking about it and who is doing the talking. • This will help you decide where strategically to focus your energies.
  • • Social media monitoring is a way to listen to what people are saying online about the topics you’re interested in. This information may be found in blog posts, social networks, Twitter, and other Web sites. Many free tools are available online to help you monitor for the keywords of your choice. You can set up a simple system that you just need to check periodically as part of your regular routine. An RSS Feed Reader puts everything in one place and brings everything that’s new right to you.
  • Tools and Tactics for Engaging Your Supporters with Social Media

    1. 1. Tools and Tactics for Engaging Your Supporters with Social Media Photo: Nedra Kline Weinreich
    2. 2. Think Movement, Not Campaign
    3. 3. Community Photo:
    4. 4. Social media is word of mouth on steroids! Photo:
    5. 5. What can you do with social media? <ul><li>Communicate </li></ul><ul><li>Converse </li></ul><ul><li>Connect </li></ul><ul><li>Collaborate/Co-Create </li></ul><ul><li>Consumer Research </li></ul><ul><li>Collect/Categorize </li></ul><ul><li>Collective Wisdom </li></ul><ul><li>Customize </li></ul><ul><li>Customer Service </li></ul><ul><li>Community </li></ul>
    6. 6. How Can Social Media Help You Do Your Job Better? <ul><li>Communicate with your staff/volunteers </li></ul><ul><li>Recruit new volunteers </li></ul><ul><li>Reach out to your community </li></ul><ul><li>Help patients and their families </li></ul><ul><li>Fundraising </li></ul><ul><li>Collaborate as a team </li></ul><ul><li>Stay on top of news and events related to your work </li></ul><ul><li>Network with other hospitals </li></ul>
    7. 7. Hospitals Are Adopting Social Media <ul><li>As of January 23, 2011: </li></ul><ul><li>906 Health Systems/Hospitals/Centers: </li></ul><ul><ul><li>448 YouTube channels </li></ul></ul><ul><ul><li>719 Facebook pages </li></ul></ul><ul><ul><li>674 Twitter accounts </li></ul></ul><ul><ul><li>106 Blogs </li></ul></ul><ul><ul><li>439 LinkedIn accounts </li></ul></ul><ul><ul><li>693 Four Square accounts </li></ul></ul>Source: Ed Bennett
    8. 8. Photo:
    9. 9. Step-by-Step Strategy <ul><li>Goals/objectives </li></ul><ul><li>Target audience </li></ul><ul><li>Capacity </li></ul><ul><li>Tools and Tactics </li></ul><ul><li>Measure and Evaluate </li></ul>Photo:
    10. 10. What are Your Goals? photos/kevinsteele/267451343/
    11. 11. Social Media Outcomes <ul><li>Listening and learning </li></ul><ul><li>Building relationships </li></ul><ul><li>Building awareness of your hospital </li></ul><ul><li>Improving reputation of hospital </li></ul><ul><li>Motivating supporters to spread the word </li></ul><ul><li>Increasing relevant visitor traffic/page rankings </li></ul><ul><li>Increasing numbers of volunteers/patients </li></ul><ul><li>Increasing volunteer/ </li></ul><ul><li>patient satisfaction </li></ul>Photo:
    12. 12. Magic T of Marketing (Steve Rubel) <ul><li>Mainstream media = REACH </li></ul><ul><li>Social media = DEPTH/ENGAGEMENT </li></ul>
    13. 13. Who Do You Want to Reach? .75&quot; .75&quot; .75&quot;.75&quot;
    14. 14. Slide Credit:
    15. 15. Which Tools and Tactics Will Help You Reach Your Goals?
    16. 16. Tools for Tactics <ul><li>Listen </li></ul><ul><ul><li>Google Alerts, RSS readers, Twitter Search </li></ul></ul><ul><li>Converse </li></ul><ul><ul><li>Blog comments, Twitter, Facebook page </li></ul></ul><ul><li>Tell Your Story </li></ul><ul><ul><li>Blogs, Twitter, video/photo sharing, podcasts </li></ul></ul><ul><li>Help Supporters Tell Your Story </li></ul><ul><ul><li>User generated content, contests, social network apps, widgets </li></ul></ul><ul><li>Generate Buzz </li></ul><ul><ul><li>Social news (eg Digg), StumbleUpon, Twitter, FriendFeed </li></ul></ul><ul><li>Build Community </li></ul><ul><ul><li>Social networks, Twitter, tagging, gaming/virtual worlds </li></ul></ul><ul><li>Collaborate/Collect Information </li></ul><ul><ul><li>Wikis, social bookmarking, tagging </li></ul></ul>
    17. 17. Metrics for Social Media <ul><li>Web activity (pageviews, unique visitors, time on site) </li></ul><ul><li>Social actions (friends/followers, comments, active contributors, ratings, votes, groups) </li></ul><ul><li>Mentions (blogs, Twitter, etc.) </li></ul><ul><li>Survey results (KAB, relevance, credibility) </li></ul><ul><li>ROI = cost per action </li></ul>
    18. 18. Social Media Tools Photo:
    19. 19. Choosing Your Tools Tool Audience Why They Use It What to Give Them Blog Peers, people interested in your hospital Learn more about the topic, get your perspective In-depth analysis, updates, insights Twitter People who want info/networking/ stimulation Meet interesting people, build relationships, news Provide value, give interesting things they can share Facebook People who want to be social with friends and family Keep in touch, express brand/cause affiliations Show their family/friends what they care about LinkedIn Professionals - colleagues in same field Professional networking, info sharing Help them do their jobs better, answer Qs YouTube People who want to see/experience the topic Entertainment, learning, visualization Stories of patients, staff, programs
    20. 20. Blogs
    21. 21. Issues to Consider <ul><li>Purpose </li></ul><ul><li>Audience </li></ul><ul><li>Voice - who will be blogging, writing style, team? </li></ul><ul><li>Resources - time, enthusiasm </li></ul><ul><li>Blog Management - comments, guidelines, calendar </li></ul><ul><li>Images - sources, copyright </li></ul><ul><li>Tracking - metrics, tools </li></ul>
    22. 22. Blog Post Types <ul><li>Educational </li></ul><ul><li>Call to Action </li></ul><ul><li>Tips </li></ul><ul><li>News </li></ul><ul><li>Commentary </li></ul><ul><li>How-to </li></ul><ul><li>Resources </li></ul><ul><li>Lists </li></ul><ul><li>Interview </li></ul><ul><li>Personal story </li></ul><ul><li>Ask a question, gather responses </li></ul><ul><li>Photo/video blog </li></ul><ul><li>Ongoing feature </li></ul><ul><li>Guest blogger </li></ul><ul><li>Event planning/recap </li></ul>
    23. 23. Generating a Blog Community <ul><li>Get off your blog </li></ul><ul><li>Link </li></ul><ul><li>Comment </li></ul><ul><li>Blog Roll </li></ul><ul><li>Participate </li></ul>Photo:
    24. 25. Anatomy of a Tweet Retweet Twitter Name Mention/Reply Shortened URL Hashtag Account Click to Reply/Retweet/Favorite Timestamp/Permalink
    25. 27. Building Your Twitter Community <ul><li>Use your profile to shine </li></ul><ul><li>Provide value to your followers </li></ul><ul><li>Follow people in your community </li></ul><ul><ul><li>Partners/supporters/patients </li></ul></ul><ul><ul><li>Use Twitter lists, WeFollow, local Twitter Search ( – advanced search) </li></ul></ul><ul><li>Reach out to followers – ask questions, have conversations </li></ul><ul><li>Retweet useful information from others </li></ul>
    26. 29. Facebook Pages <ul><li>Offer interesting, shareable information </li></ul><ul><li>Let people stay on Facebook – post photos, videos, etc. on page </li></ul><ul><li>Actively manage your community by encouraging comments, interaction </li></ul><ul><li>Give people a reason to “like” your page </li></ul><ul><li>When you have 25 “likes,” grab your alias URL (i.e., </li></ul><ul><li>Let your email contacts know about your Facebook page (“Tell Your Fans”) </li></ul>
    27. 31. LinkedIn <ul><li>Create a company page to provide information about your hospital </li></ul><ul><li>Create a group for supporters and employees to network </li></ul><ul><li>Answer questions relevant to your hospital’s priorities </li></ul><ul><li>Focus on professional networking, identifying funding/sponsorship contact, new employee hiring </li></ul>
    28. 33. YouTube / Online Video <ul><li>Set up your own channel on YouTube </li></ul><ul><li>Create short (1-2 minute) stories </li></ul><ul><li>Good audio is critical </li></ul><ul><li>Compelling content – emotional, interesting, funny, surprising </li></ul><ul><li>Viral is an outcome, not an attribute </li></ul>
    29. 35. Location Based Networks – Foursquare, Facebook Places <ul><li>Claim your venue </li></ul><ul><li>Add helpful tips – e.g., parking, cafeteria, gift shop, visiting hours </li></ul><ul><li>Monitor and respond to user comments </li></ul><ul><li>Consider ways to leverage badges (e.g., for blood donations) </li></ul>
    30. 36. Social Media Best Practices
    31. 37. Listen Photo:
    32. 38. Information Gathering via Social Media Monitoring <ul><li>RSS Feed Reader </li></ul><ul><li>Google Alerts </li></ul><ul><li>Blog monitoring </li></ul><ul><li>Twitter Search </li></ul>
    33. 39. What are People Saying About You?
    34. 40. Be Authentic Photo:
    35. 41. Share Photo:
    36. 42. Social Currency Photo used with permission:
    37. 43. “… It’s only our own reactions that we have any kind of control over... I cannot stop other people from doing what they want to do. There is no control of others. I wonder how many people realize that.” -Geoff Livingston Photo:
    38. 44. Be Relevant Photo:
    39. 45. Engage in Two-Way Conversation Photo:
    40. 46. Be an Enabler <ul><li>Conversations </li></ul><ul><li>Sharing links/info </li></ul><ul><li>Passionate communities </li></ul><ul><li>Social support </li></ul>Photo:
    41. 47. Find Your Fans Photo:
    42. 48. Create Evangelists
    43. 49. Social Media Wiki Page
    44. 50. Questions? Photo:
    45. 51. <ul><li>Nedra Kline Weinreich </li></ul><ul><li>Weinreich Communications </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li>Phone 310.286.2721 </li></ul><ul><li>Twitter @Nedra </li></ul>Get in touch!