social media 202: sparking engagement and change
Post on 11-Apr-2017
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Social Media 202
Sparking Engagement & Change
Michelle Cyca
Communications Specialist
Welcome!
• Feel free to post on social if you’re
inspired!
• Use hashtags
• Tag me: @Michelle4QI
#QF17
#QFSocial202
• Raising your hand works too (I like questions)
What’s Social Media 202?
• You know a little or a lot about social media
• You can identify these
• You’re on one or more
platforms regularly
• You’re using the tools, but you feel like you could be
doing more with them
• You want to learn how to measure your efforts & manage
your time
Today’s Discussion
• Understanding the tools
• Planning for success
• Defining engagement & measuring it
• Using your time effectively
• Optimizing your messages
• Having fun!
Before We Get Started…
Before We Get Started…
What Is Social Media?
Content that is
– User-created
– Sharable
– Interactive
Platforms that facilitate creation & growth of networks,
communities & connections
A good source of cat photos
What Is NOT Social Media? (aka, platforms that are not the focus today but we might talk about them a little)
х Websites
х Newsletters
х Blogs
Who Should Use Social Media?
Everyone!
(if they want to)
Who Should Use Social Media?
A Quick Show of Hands
Why? • Communicate with multiple people
• Share info, resources, campaigns, etc.
• Follow relevant conversations
• Express your views and opinions
• Get continuous feedback
• Stay up to date on developing stories
• Make your life easier
Why?
74% of internet users use social media
80% look up health information online
Patient Perspectives
56% of patients want their providers to use social
media1
70% expect a patient service response within 24hrs2
Sources: 1. Chretien & Kind, 2013 2. Expio, 2015
http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/
YouTube
http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/
http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/
Planning for Success
@michelle4QI @bcpsqc
1. Set a goal
2. Identify your audience
3. Make a plan
4. Measure & evaluate
5. Revise & experiment
Planning for Success
@michelle4QI @bcpsqc
Planning for Success
@michelle4QI @bcpsqc
Step 1:
Set a goal
A caveat…
Social media is a means to an end.
The numbers themselves are not the goal.
This is not necessarily success…
… unless it’s advancing your work.
As an example…
Planning for Success
Step 2:
Identify your audience
Identify Your Audience
Identify Your Audience
• Who do you want to reach?
• What do they care about?
• What need are you serving?
• Where are they?
Identify Your Audience
Identify Your Audience
Identify Your Audience
@michelle4QI @bcpsqc
Identify Your Audience
@michelle4QI @bcpsqc
• Interests: Health care, design, communication
• Students, patients, professionals
• Living in Vancouver
• Goals: Learning, networking
Social media is about relationships
Planning for Success
@michelle4QI @bcpsqc
Step 3:
Make a plan
Make a Schedule
@michelle4QI @bcpsqc
Make a Schedule
@michelle4QI @bcpsqc
Make a Schedule
1. Keep your audience in mind
2. Plan key content
3. Schedule in advance
4. Check in regularly
Make a Schedule
@michelle4QI @bcpsqc
How often should you post in a day?
Make a Schedule
@michelle4QI @bcpsqc
How often should you post in a day?
1-2 1 1-3 5-∞
Plan Your Content
Some tips for economical posting…
• Make a content calendar
• Reuse & recycle!
• Borrow
• Follow relevant hashtags
• Share prepared messages
Remember: You don’t always need
to reinvent the wheel
Use Visual Content
@michelle4QI @bcpsqc
• Infographics are shared 3x more than other kinds of
content
• Tweets with photos receive 35% more RTs
• Video content projected to be 74% of all internet traffic
Use Visual Content
Use Visual Content
Use Visual Content
Don’t have a designer handy?
Use Visual Content
Infogr.am
Use Visual Content
Use Visual Content
Use Visual Content
Use Visual Content
Use Visual Content
Use Visual Content
Be Yourself*
• Use a real profile photo
• Fill in your bio (and update
as needed!)
• Don’t be one-dimensional
• Avoid automated tweets
Make Connections
Want people to engage with your content?
Engage with theirs!
Make Connections
Want people to engage with your content?
Engage with theirs!
Benefits:
• Strengthens relationships
• Leverages networks
• Keeps things interesting for your audience
Make Connections
Make Connections
Make Connections
Be responsive!
…And Don’t Just Self-Promote
…And Don’t Just Self-Promote
The Golden Ratio = 60/30/10
Promotional
Curated
Owned
Promotional Promotional
…And Don’t Just Self-Promote
Owned
Promotional
Interesting/Cool
Calls
to
Action
…And Don’t Just Self-Promote
Curated
Owned
Promotional • Build trust
• Keep people interested
• Strengthen connections
• Show personality
• Generates activity
Your Turn
Curated
Owned
Promotional
Planning for Success
Step 4:
Measure & evaluate!
Measuring Your Impact
How can you quantify the value of
your social media activity?
Time to talk about engagement!
What Is Engagement?
What Is Engagement?
Engagement metrics vary by platform:
Favourites
Follows
Re-tweets
Replies
Impressions
Clicks
Page Likes
Post Likes
Shares
Comments
Impressions
Clicks
Total Views
Duration
Comments
Shares
Subscribers
Opens
Clicks
Subscribers
Unsubscribes
Shares
What Is Engagement?
Vanity metrics:
• Page views
• Impressions
• Downloads
• Followers
• Page Likes
• Etc.
What Is Engagement?
Meaningful engagement metrics:
• Conversion rate: Comments per post
• Applause rate: Likes per post
• Amplification rate: Shares per post
(conversion + applause + amplification)
÷ total audience
engagement rate
Industry Standards
• 1% engagement rate = good!
• The more fans you have, the lower that is.
Social media platforms can (and
do!) change the rules
Organic to Paid Engagement
Organic to Paid Engagement
Organic to Paid Engagement
Organic to Paid Engagement
Lessons:
Have a budget for social media
Organic to Paid Engagement
Lessons:
Have a budget for social media
Be prepared to adapt
Lessons:
Have a budget for social media
Be prepared to adapt
Invest in owned media
Organic to Paid Engagement
= platforms you control
Owned Media
Measuring Your Impact
Platform Analytics
Platform Analytics
Platform Analytics
Know Your Baseline
!
Know Your Baseline
Know Your Baseline
Oct 9 – Nov 9 Nov 10 – Nov 16
Nov 10
5.9%
26.5%
Know Your Baseline
Know Your Baseline
You need to know what your “normal” is to
know if your strategy is working.
Planning for Success
Step 5:
Revise & experiment!
Experimenting
• What’s working well? do more of it!
• Try something new (time, frequency, length)
• Participate in trends & memes (with caution)
• Keep your tone & audience in mind
Experimenting
Experimenting
Experimenting
What About Criticism?
Respond to Critics
Critics care enough about your work to engage with you –
that’s not inherently bad.
Respond to Critics
Critics care enough about your work to engage with you –
that’s not inherently bad.
Best case scenario: you convert them to a supporter with
your stellar response!
Respond to Critics
Critics care enough about your work to engage with you –
that’s not inherently bad.
Best case scenario: you convert them to a supporter with
your stellar response!
Worst case scenario: you’ve demonstrated transparency
& accountability
Respond to Critics
Critics care enough about your work to engage with you –
that’s not inherently bad.
Privacy & Permissions
• Get familiar with your organizational policies
• Limit account sharing
• Ask permission for photos & contact info
• Consider separate accounts for personal & professional
Privacy & Permission
“We trust health professionals with narcotics &
sharp needles - I think we can trust them with
Facebook & Twitter as well”
Lee Aase
Director, Mayo Clinic Social Media Network
@LeeAase
In Conclusion…
Have a plan
Keep your audience in mind
Be adaptable
Experiment
Focus on results, not numbers
Questions?
Stay in Touch!
Twitter:
@BCPSQC
@Michelle4QI
Email: mcyca@bcpsqc.ca
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