120903 imid social media presentation
DESCRIPTION
Presentation for sessions I ran at the IMID conference for patient groups. The event was sponsored by AbbottTRANSCRIPT
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Embracing technology for better outcomes Ged Carroll – director digital strategies, Ruder Finn | RFI UK
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In this presentation
• Understanding your audience • Some thoughts about engagement • Social media • Mobile • How to handle day-to-day practical challenges • Practical exercise • Technology surgery
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Understanding your audience
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Good desk research resources
• Government websites • Intra government bodies: for example European
Commission Information Society – Digital Agenda for Europe microsite
• GSMA • Academic institutions: I particularly like LSE’s department
of media and communications – Google Scholar
• Google Adplanner • socialbakers • Your web analytics • Bank institutional research • Sysomos MAP*
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More research
• Surveys • Blog and forum social listening campaign
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Example of content from Sysomos MAP
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What does all this do?
• Helps gauge the volume of discussion online • Helps you develop audience personas • Helps with messaging by mirroring the audience’s own
language • Helps you understand where they have their
conversations • Helps you to attune your programme closer to the
audiences interests
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Some thoughts about engagement
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What is engagement
• Beyond passive consumption – Delivery of message
• Response – Dialogue – Doing a call to action
• It’s about us listening as much as delivering content • Engagement just isn’t about publishing
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Let’s do a viral video?
• It’s hard work • It’s expensive:
– Making good content • RA Lebanon have done it successfully with a shopping mall
flashmob take over – Seeding the content – Getting visibility
• You are competing against a tsunami of content: 24 hours of video uploaded every minute to YouTube
• The odds are stacked against you
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Factors for viral video success
• Brevity • Don’t try too hard – the audience needs to get it • Do provide people with an opportunity to remix your content – carrying on
the discussion • Do you invest in great content • Seeding – social network potential | super nodes – (people or websites that
are highly connected / influential) • Support with advertising • Don’t allow a creative idea to be watered down by too much internal
discussion • Tactics that work
• Shock • Fake headlines • Entertain • Incite a debate
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Campaign versus continuing engagement
• Budgets work in fixed time periods, communities don’t • It’s generally considered rude to walk away from
someone in mid-conversation… • It’s less efficient to re-engage a new audience each time
rather than holding a community together
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Factors that need to be considered
We could have a list here but it boils down to two principles: • Putting yourself in the audience’s shoes rather than
thinking about what message to deliver • Treat others as you would like to be treated yourself
So, what does this mean from a content point of view?
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Social media
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Social media benefits & misconceptions
• Social media takes advantage of word-of-mouth; builds loyalty and advocacy
• Social media messages are considered to be more trustworthy
• Social media helps other aspects of digital marketing such as search engine optimisation
• Respond instantly to events • Social media is cheap
– Social media costs in terms of resources: planning, content creation, active listening
– Not doing it properly can damage the brand of your patient group
• Social media is easy – It is easy to post
• Social media is measurable – True, but it’s often hard to quantify the return on investment
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Social context
• It isn’t only about where your audience is, but where they feel it’s appropriate to interact with you
– I may have a condition, but: • I may not want to feel that the condition has a role in defining
who I am • I may be a private person • I may be concerned about what prospective employers may
think • If I am younger, I may worry about the opinion of my peers
– Any more reasons? • What you are talking about doesn’t relate to me
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Context
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Word of mouth campaigns
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Social advertising
• Engage with consumers on social platforms (like Facebook) when social media interaction is out of context
• Allow campaigns to break out across networks • Generate brand awareness as support for a campaign • Drive traffic to an off-platform resource
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Mobile
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Mobile is a baseline
• Careful marketing investment – It’s the direction where consumers are
going – It’s the most accessible form of access for
many people – It’s personal
• It’s being increasingly used in treatment • It’s not that expensive:
– 10,000 SMS for $150 • Building ‘mobile first’
– Responsive design • Apps last
Source: GSMA
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askapatient.com
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Mobile applications
• Superior user experience • Doesn’t require always on connectivity
• Expensive versus web • Needs maintenance • Platform diversity • You can submit a mobile website as
an ‘applet’ to mobile
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How to handle day-to-day practical challenges
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Campaign plan
• Start at the finish and work back – What do you want to achieve – What will you do with the community that you’ve built? – What do you have to offer? – Why should the audience listen to you? – What do the audience want?
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Community management principles
• Be human • Welcome & thank • Have a clear moderation policy • Active listening • Co-create, co-solve & amplify • Integration across channels • Pull in the big hitters • Use photos, videos – rich content • Objective & a deadline
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Daily tasks
• Welcome new community members • Engage – Answer and ask questions. Cheerlead • Promote new content to the community • Invigorate or close dying discussion threads • Moderation – Enforce community guidelines • Engage top community members – boost egos • Handle technical queries • Outreach marketing • Hunt for content and engagement ideas
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Weekly tasks
• Weekly report– qualitative and quantitative update
• Analyse weekly stats – esp. community health • Brainstorming session – problems, content
themes • Prepare a content calendar • Prepare new content – blogs, tweets, updates,
polls, newsletter
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Control
Control is an illusion and every situation context-dependent • You can influence, you can ban – on certain platforms
– Give a clear sandpit – Be aware of the platform’s terms of service
• Have a standardised proportionate response • Have a team ready:
– Experts – Responders who are credible to the online community
• Keep a record in case things require a legal solution
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Monitoring
• Start with the basics: – RSS reader for regular sites forums (I use Newsblur) – Google Alerts – SocialMention – Hootsuite | Tweetdeck
• Getting over 50 mentions a day? – RSS reader – Google alerts – Sysomos Heartbeat | Sprout Social – lots of others out
there, get a free trial and see what works for you • Keep a record of any
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Evaluation
• Evaluate the objectives • Two types of measures:
– Reach • Opportunities to see (how many fans does a page have, how
many visitors a site or blog, how many views a video) • How widely has the content been syndicated
– Engagement • What did people do?
– Comment or do an answer back on a YouTube video
– Retweet or share a link on Twitter? – Call to action
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Your turn: practical exercise
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Exercise
• Decide which of your organisations you are going to think about.
– Your organisation will be launching an initiative to highlight the economic and personal cost of X through a petition that will be presented to policy makers
• How do you keep petition signatories engaged? • Where will you seek to engage them? Why? • What kind of future tactics would you use? • Sketch out a content plan
– A scientific report that hasn’t been peer-reviewed has come out alleging a tenuous link between treatments and the occurence early onset Alzheimers and / or Creutzfeldt–Jakob disease
• The current best scientific expertise is for people to keep up their treatment
• But a small faction of patients are advocating at every opportunity dropping their treatment and are likely to hijack this initiative
• What’s your plan?
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Surgery
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Thank you for your participation: [email protected] | @r_c | ruderfinn.co.uk
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Links
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Links
• Research resources – LSE department of media and communications – European Commission Information Society – Morgan Stanley – The European Internet Report – GSMA mYouth data sets – FI3P
• Building ‘mobile first’ – Responsive design
• Measurement – Sysomos