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Nedra Kline Weinreich Weinreich Communications Presentation California Assn of Hospitals and Health Systems Healthcare Volunteer Leadership Conference February 23, 2011 www.social-marketing.com
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Tools and Tactics for Engaging Your Supporters with Social
Media
Photo: http://www.flickr.com/photos/ebarney/3348965007
Nedra Kline Weinreich
Think Movement, Not Campaign
Community
Photo: http://www.flickr.com/photos/mallix/2586969604/
Social media is word of mouth on steroids!
Photo: http://flickr.com/photos/whyswomen/143360770/
What can you do with social media?
CommunicateConverseConnect Collaborate/Co-
CreateConsumer Research
Collect/CategorizeCollective WisdomCustomizeCustomer ServiceCommunity
How Can Social Media Help You Do Your Job Better?
Communicate with your staff/volunteersRecruit new volunteersReach out to your communityHelp patients and their familiesFundraisingCollaborate as a teamStay on top of news and events related to
your workNetwork with other hospitals
Hospitals Are AdoptingSocial Media
As of January 23, 2011:
906 Health Systems/Hospitals/Centers:
•448 YouTube channels•719 Facebook pages•674 Twitter accounts•106 Blogs•439 LinkedIn accounts•693 Four Square accounts
Source: Ed Bennett
http://ebennett.org
Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/
Step-by-Step Strategy
1. Goals/objectives
2. Target audience
3. Capacity
4. Tools and Tactics
5. Measure and Evaluate
Photo: http://www.flickr.com/photos/pensiero/230717296/
What are Your Goals?
http://www.flickr.com/photos/kevinsteele/267451343/
Social Media OutcomesSocial Media OutcomesListening and learningBuilding relationshipsBuilding awareness of
your hospitalImproving reputation of
hospitalMotivating supporters to
spread the wordIncreasing relevant
visitor traffic/page rankings
Increasing numbers of volunteers/patients
Increasing volunteer/patient satisfactionPhoto: http://www.flickr.com/photos/theparadigmshifter/85540112/
Magic T of MarketingMagic T of Marketing(Steve Rubel)(Steve Rubel)
Mainstream media = REACHSocial media = DEPTH/ENGAGEMENT
.75".75"
.75".75"Who Do You Want to Reach?
http://www.flickr.com/photos/hamoid/317021961/
Slide Credit: wearemedia.org
Which Tools and Tactics Will Help You Reach Your Goals?
Tools for Tactics• Listen
– Google Alerts, RSS readers, Twitter Search
• Converse– Blog comments,
Twitter, Facebook page
• Tell Your Story– Blogs, Twitter,
video/photo sharing, podcasts
• Help Supporters Tell Your Story– User generated
content, contests, social network apps, widgets
• Generate Buzz– Social news (eg
Digg), StumbleUpon, Twitter, FriendFeed
• Build Community– Social networks,
Twitter, tagging, gaming/virtual worlds
• Collaborate/Collect Information– Wikis, social
bookmarking, tagging
Metrics for Social Media
• Web activity (pageviews, unique visitors, time on site)
• Social actions (friends/followers, comments, active contributors, ratings, votes, groups)
• Mentions (blogs, Twitter, etc.)• Survey results (KAB, relevance,
credibility)• ROI = cost per action
Social Media Tools
Photo: http://www.flickr.com/photos/somemixedstuff/839984821/
Choosing Your Tools
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
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
Tool Audience Why They Use It What to Give Them
Blogs
Issues to ConsiderPurpose
Audience
Voice - who will be blogging, writing style, team?
Resources - time, enthusiasm
Blog Management - comments, guidelines, calendar
Images - sources, copyright
Tracking - metrics, tools
Blog Post TypesEducationalCall to ActionTipsNewsCommentaryHow-toResourcesLists
InterviewPersonal storyAsk a question,
gather responsesPhoto/video blogOngoing featureGuest bloggerEvent
planning/recap
Generating a Blog Community
• Get off your blog• Link• Comment• Blog Roll• Participate
Photo: http://www.flickr.com/photos/aakashtaniya/3228072526/
Anatomy of a Tweet
Retweet Twitter Name Mention/Reply
Shortened URLHashtag
Account
Click to Reply/Retweet/Favorite
Timestamp/Permalink
Building Your Twitter Community
Use your profile to shine Provide value to your followersFollow people in your community
◦Partners/supporters/patients◦Use Twitter lists, WeFollow, local Twitter Search (search.twitter.com – advanced search)
Reach out to followersRetweet useful information from others
Facebook PagesOffer interesting, shareable information Let people stay on Facebook – post
photos, videos, etc. on pageActively manage your community by
encouraging comments, interactionGive people a reason to “like” your
pageWhen you have 25 “likes,” grab your
alias URL (i.e., facebook.com/GeneralHospital)
Let your email contacts know about your Facebook page (“Tell Your Fans”)
LinkedInCreate a company page to provide information about your hospital
Create a group for supporters and employees to network
Answer questions relevant to your hospital’s priorities
Focus on professional networking, identifying funding/sponsorship contact, new employee hiring
YouTube / Online VideoSet up your own channel on YouTube
Create short (1-2 minute) storiesGood audio is criticalCompelling content – emotional, interesting, funny, surprising
Viral is an outcome, not an attribute
Location Based Networks – Foursquare, Facebook Places
Claim your venueAdd helpful tips – e.g., parking,
cafeteria, gift shop, visiting hoursMonitor and respond to user
commentsConsider ways to leverage
badges (e.g., for blood donations)
Social Media
Best Practices
http://www.flickr.com/photos/waderockett/171688464/
Listen
Photo: http://flickr.com/photos/yogi/1394932433/
Information Gathering via Social
Media Monitoring
http://www.flickr.com/photos/bionicteaching/3629084631/
•RSS Feed Reader
•Google Alerts
•Blog monitoring
•Twitter Search
What are People Saying About You?
Be Authentic
Photo: http://www.flickr.com/photos/feastoffools/3584066855
Share
Photo: http://www.flickr.com/photos/angela7/534883941/
Social Currency
Photo used with permission: http://www.flickr.com/photos/gremlins666/2634168886
“…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: http://www.flickr.com/photos/flyzipper/132685095/
Be Relevant
Photo: http://www.flickr.com/photos/brewedfreshdaily89/2824125234/
Engage in Two-Way Conversation
Photo: http://www.flickr.com/photos/gw1/2666052624/
Be an Enabler
• Conversations
• Sharing links/info
• Passionate communities
• Social support
Photo: http://www.flickr.com/photos/sophistechate/2994734948/
Find Your Fans
Photo: http://www.flickr.com/photos/lafleur/1350302133/
http://www.flickr.com/photos/charliecowins/2083851923/
Create Evangelists
Social Media Wiki PageSocial Media Wiki Page
http://nedra.wikispaces.com/cahhs11http://nedra.wikispaces.com/cahhs11
Questions?Questions?
Photo: http://www.flickr.com/photos/oberazzi/318947873/
Get in touch!
Nedra Kline Weinreich
Weinreich Communications
www.Social-Marketing.com
Phone 310.286.2721
Twitter @Nedra