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National fibromyalgia and chronic pain organizations, as well as local support groups around the country, host events in or around May 12 to create awareness and generate media interest in their cause.
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Navigating Patient Advocacy Through Public Relations &
Social Media
Navigating your company’s strategic entrance into the social media marketing realm
SOCIAL MEDIA – Facebook
600+ million active users
50% of active users log on to
Facebook in any given day
Average user has 130 friends
Over 700 billion minutes
spent/user/month on Facebook
Average user is connected to 80
community pages, groups and events
Average user creates 90 pieces of
content each month
SOCIAL MEDIA – Blogs More than 133,000,000 blogs have been
indexed by Technorati (blog search
engine) since 2002
77% of Internet users read blogs
One in four bloggers has an annual
household income of $100K
The most common rate of updating a blog
is 2-3 times per week
56% say that their blog has helped their
company establish a position as a thought
leader within the industry.
58% say that they are better-known in
their industry because of their blog
SOCIAL MEDIA - YouTube
Largest world-wide video
sharing community 2 billion videos viewed/day 24 hours of video uploaded
per minute Age range of viewers is 18-
55, evenly divided between males and females
51% of users go to YouTube weekly or more often
SOCIAL MEDIA - Twitter
Twitter is a “real time news & information network” Limited to 140 characters Link sharing No sales pitch 190 million visitors/month 65 million tweets a day
SOCIAL MEDIA – E-NewslettersEmail newsletters helps
you keep contacts
Informed and up-to-date on
your organization’s events,
news, etc.
Attractive, professional-looking
email communications lets you
stay In regular touch with them
and build strong relationships.
It's better and more effective than regular email.
For patients: WHY? Listen. Learn. Share.
Audiences are choosing their own “subscriptions”
Instant Communication
Listening to what people are saying about us
Comaradery – “I’m not alone!”
For your organization: WHY? Listen. Learn. Share. Hearing people’s needs
& responding
Ease of Updating news and information
Tweets, Posts, etc. vs. full webpage creation
Audience Familiar Interface – getting to know us
How do we become a trusted social media voice?
Avoid sales pitching Illustrate your expertise, not
your catalog Overshare that of others Offer to inform or help “if they’re
interested” Be confident you offer value Make the conversation about
THEM, not just YOU
Primary goals for Social Media efforts:We will know our Social Media efforts are worth continued
and further investment if…
Facebook fans increase by…. YouTube subscribers and viewers increase by… Twitter/Blog followers increase by… Fans/followers become donors Fans/followers become subscribers to online newsletter Fans/followers share our content Fans/followers become engaged Other?
Case Study: National Fibromyalgia Association “10,000 for 10 million”Challenge: Website not updated regularly; no interactivity with
visitors Limited staff and resources to support social media Members still don’t understand what it is the NFA does
exactly Negative misinformation about NFA being posted
online
Goals: Increase number of fans/members Build positive image of NFA; respond to negative
misinformation Share NFA news in real time Convert fans into advocates; Increase subscribers to
its online and print publications Use as fundraising tool
Case Study: National Fibromyalgia Association “10,000 for 10 million”
Solutions: Create and implement strategy that will: Develop timeline of content for key updates and posts Cross-promote Fans page (website, e-newsletter, email
signatures) Continually monitor and engage audiences
Results: Fans increased from 2,000 to 10,000 fans in 3 weeks Surpassed competition (average fan base = 3,000) Daily average post views of NFA page = 230,000 Media coverage of campaign (OC Register0 Negative misinformation about NFA nearly non-existent Increased awareness of programs and services Increased number of subscribers to online and print publications Increased number of donors to fundraising campaigns Increased visitors to website, blog and Twitter followers (new) Created positive good will and image of NFA among base
Awareness Day Events that (usually) get publicity
Host a free lecture and invite a member of the medical community who treats fibromyalgia patients as your guest speaker;
Organize a community walk around your neighborhood or mall;
Petition your local government officials to proclaim May 12, 2010 as “National Fibromyalgia Awareness Day” in your city;
Awareness Day Events that (usually) get publicity
Spread the viral word by joining a Cause or Fans page on Facebook and promoting Awareness Day to your own social networks;
If you’re a medical professional, host an Open House in your office for your patients and community;
Host a screening of your favorite health related documentaries.
MEDIA CASE STUDY: NFA Awareness Day 2010
MEDIA CASE STUDY: NFA Awareness Day 2010
Walson CommunicationsCorin Ramos, APR
[email protected]: 714-970-2268FAX: 714-495-4078Cell: 714-865-4147
Navigating your company’s strategic entrance into the social media marketing realm
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