eupati webinar - social media tactics by untold
TRANSCRIPT
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Engaging patients on social media
EUPATI SOCIAL MEDIA WEBINAR
November 2015
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Ronni Tino PedersenFounder & Managing Partner
- community activation- community intelligence- community management- …on social media
Nice to meet you - I’m @ronnitino on social media
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TODAY’s AGENDA: SOCIAL MEDIA TACTICS • Choosing the social media platforms
• Building relations • Planning your activities • Getting to know your community • Social media advertising • Engaging stories • Practise!
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Community & Community Manager
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Vores ydelser
Om Untold Kunder & ydelser Cases Bureausamarbejder
Community Community Manager
Why should they choose to visit your house?
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SOCIAL MEDIA PLATFORMS OF THE EUPATI PROJECT
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From: http://www.pewinternet.org/ - Dec 2013
Online adults’ use of social networking sites
2012 16% use Twitter 67% use Facebook 2013 18% use Twitter 71% use Facebook
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From: http://www.pewinternet.org/ - Dec 2013
Online adults’ use of social networking sites
2012 16% use Twitter 67% use Facebook 2013 18% use Twitter 71% use Facebook
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Mobile driving >80% of Twitter traffic
From: http://www.mediaweek.co.uk/article/1282074/mobile-driving-80-twitter-traffic via Nielsen
80% UK and Spain - 69% primary way 72% Netherlands - 72% primary way 68% France - 60% primary way
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Vores ydelser
Om Untold Kunder & ydelser Cases Bureausamarbejder
Know your platforms – and your community
http://www.slideshare.net/JonathanWich/maersk-line-unlocking-the-full-potential-of-social-media-presentation-from-smw-in-copenhagen-on-18-feb-2013
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FACEBOOK KEY FACTS
• NEWS FEED: The frontpage of Facebook is an aggregation of people you are friends with and pages you follow. Posts visible on your News Feed have been determined as relevant by Facebook whereas irrelevant posts are filtered out of your newsfeed.
• ACTIONS: Actions are interactions with posts such as Likes, Comments, Shares and clicks on links and images. Actions partly determine the relevance of posts on the News Feed.
• REACH: Depending on how actionable a post is, its Reach will grow to reach even more users. Relevant posts will have a higher reach than other posts, however, reach can be increased by monetary ”boosts”.
• EDGERANK: Algorithm to determine the relevancy of posts on your newsfeed. The formular is explained on the following slides.
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FACEBOOK Nov. 7, 2014 First Public Q&A with Mark Zuckerberg
”As time goes on, people are just sharing more things on Facebook. Each person might read 100 stories from friends and pages a day. There is just more competition. There are about 1,500 stories a day that they could see in the News Feed and they only see about hundred. Less than 10% of what people are posting the person will get in the feed. Only the highest quality content will get through.”
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FACEBOOK ”Only the highest quality content will get through.”
i.e. competition from news media, babies and kittens is fierce!
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FACEBOOK THE EDGERANK ALGORITHM (Σ)
Ue - Affinity:
The more time you spend
interacting with friends or
brands, the stronger your affinity
to these friends and brands is.
We – Weight:
Defines the level of interaction a
piece of content gets (e.g. likes,
comments and shares).
De – Time Decay:
The relevance of a post decays
after time, thus making it less
important and pushing it down
the newsfeed.
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FACEBOOK HOW TO COUNTERACT THE EDGERANK
• Share success stories to
establish trust in your
project.
• Be relatable or human
e.g. by sharing ”behind
the scenes” content.
• Occasionally ask fans
to share their own
opinions and content.
• Stay up-to-date and
personal – and keep a
decent publishing
frequency.
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TWITTER KEY FACTS
1 http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay
• HASHTAG #: Used before relevant keywords to categorize tweets and consequently join conversations than can be looked up when searching for the hashtagged tweets on Twitter.
• @: Used to call out usernames in Tweets: ”Hello @twitter!” Users use your @username to mention you in Tweets, send you a message and link to your profile.
• 140 CHARACTERS: Twitter limits the amount of text users can share on Twitter to 140 characters. This constrains us to be precise and often use abbreviations to communicate their message.
• Retweet (RT) and Likes: Liking a Tweet indicates that you appreciate it whereas a Retweet refers to a Tweet forwarded by you to your followers – a somewhat stronger endorsement. Retweets are most commonly used to pass along news on Twitter while retaining the original attribution.
• ”Twitter content has a half-life of 2.8 hours.” 1
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TWITTER Everything you need in 140 characters.
”Twitter content has a half-life of 2.8 hours 1.” 1 http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay
• Stay relevant
• Focus on the right timing
• Follow influencers
• Engage in dialogue with mentions and
retweets
• Remember to use relevant #
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• Post: Storytelling (e.g.visually appealing
content)
• Users: Fans
• Virality: Engagement from fans + Financial boosts
• Post: Shorter bursts of info and dialogue (presence)
• Users: Followers
• Virality: Use of #, mentions (@), re-tweets and by following influencers
SUMMARY
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TACTICS
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Vores ydelser
Om Untold Kunder & ydelser Cases Bureausamarbejder
COMMUNITY MANAGEMENT = BUILDING RELATIONS
Listening Awareness Loyalty Customer Service Co-creation
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LISTEN PLAN YOUR ACTIVITIES MANAGE YOUR COMMUNITY ADVERTISE ANALYSE REPEAT…
Operating Procedures
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WHAT IS YOUR LOCAL TARGET GROUP TALKING ABOUT?
LISTEN
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PLANNING
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PLANNING Ultimately saves you time
Ensures frequency and prevents inactivity Tool: Monthly content calendar spreadsheets
Consider scheduling Facebook and Twitter content e.g. using a third party client like HootSuite
Section of content calendar
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TONE OF VOICE
Example of
factual tweet,
intended to drive
website traffic
via relevant
messaging
Respect and factuality is key in patient centric communication – also on social media
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TONE OF VOICE
Invite your community to engage in dialogue with you
Stamp Out
Stigma invited
their Twitter
community to
engage in a live
chat about
Suicide
Prevention with
them
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TONE OF VOICE
A certain level of seriousness is required but humor can be an
effective means to understanding
This cartoon titled ‘What if we treated physical
illnesses like mental illnesses’ has a serious
message but is communicated with humor. It
has been shared numerous times on social
media.
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ADVERTISING
INCREASE REACH & ENGAGEMENT BY BOOSTING CONTENT & BUILDING THE FAN BASE
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ADVERTISING
Example of how a
Facebook Page
like campaign
looks like in users’
newsfeeds
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ADVERTISING
Running follower campaigns can be an efficient way to establish a new community on Facebook or Twitter
Example of a new Facebook Page using a Page Like campaign to build
community volume across two months
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GET TO KNOW YOUR COMMUNITY – EXPERIMENT
Publish different types of content: Videos, images,
article links, statements,
infographics, etc.
Look and listen to the community
response - Evaluate the effect and
relevance of your content.
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GET TO KNOW YOUR COMMUNITY - ANALYSE
Screenshot
from
Facebook Insights
showing age and
gender of the people
who like a specific
page
Screenshot
from
Twitter Analytics
displaying
number of
monthly paid and
organic
impressions
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Vores ydelser
Om Untold Kunder & ydelser Cases Bureausamarbejder
GREAT STORIES ARE SHARED
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AWARENESS DAYS = STORY POTENTIAL
World Aids Day.
Durex donated 1
condom per retweet. World Diabetes Day.
Image of real-life, large scale
celebrations (in the same shape
as the WDD logo) ideal for
social media sharing.
World Mental Health Day.
World Federation for Mental
Health created awareness using
Thunderclap.
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CONCEPTUAL POSTS Provides your online presence with a unique expression, creating a feeling of
anticipation and recognition among your community.
Example from
EUFAMI who uses
this myth-fact
template to
communicate the
issues they are
fighting as an
organisation
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BUILD A STRONG CONTRACT WITH YOUR ONLINE COMMUNITY
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LET’S PRACTISE!
FOLLOW LIST
TWEET
FOLLOW Follow & Engage - Follow 10 key influencers within your business - Schedule 5 Retweets from said influencers Lists
- Build a public Twitter list that endorses the people on it
Plan - Which results do you wish to achieve with your Twitter
presence during Q1 2016 – and what are the steps? Conversations: - Discover 10 hashtags/conversations that are relevant
in your local online community – and set up monitoring. - Actively use the hashtag most relevant to your local
online community together with #patientsinvolved
CREATE LIST
SEARCH HASHTAGS
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Ronni Tino Pedersen [email protected] +45 21405251 twitter.com/ronnitino linkedin.com/in/ronnitino www.untold.dk
Thank you for listening Please, reach out if you have any questions?