Identifying opportunities, overcoming barriers

Social Media and Public Health

1. Introduction

2. Know your Audience

3. Introducing the ‘Big 3’

4. Channel Choosing

5. Setting the Scene for Success

Plan of Attack

Know your

audience

Location

XXXXX

General info

• She is a mother of 2, a girl aged 4 and a boy aged 6

• She works part time. Her husband has a fly in/fly out job.

• She is assistant coach of her son’s soccer team

• The kids go to swimming lessons at the local pool

Web usage

• She has a web-enabled mobile phone, and is technology savvy

• She buys her groceries online

• She uses Ebay, Gumtree, Deals Direct, Ozsale, Scoopon, blogs, Woolworths online and various music sites

Social media usage

• She has a Facebook profile, and posts family photos on it for her husband

• She is a member of a mum’s group on Facebook, and ‘likes’ a few groups /pages

• She watches some YouTube videos (not many as she doesn’t have much free time)

Melissa – resident with a family

What content or functions is she most interested in?

• Shopping, connecting with other people (e.g. other mums) and entertainment

What else can we give her to make her City of XXX social media experience more valuable?

On her Facebook news feed, we can give her:

• Upcoming family activities

• Swimming time tables

• Community programs she might be interested in

• Invitations to events

• Photos and information about community facilities

• Ability to subscribe to email newsletters and SMS alerts

• Alerts from the City’s Twitter account e.g. Road closures/works, bushfires

• Links to YouTube videos on the City of XXX’s branded channel e.g. Useful ‘how to’ videos, videos for children, safety videos

How do we keep her engaging with us on a regular basis?

• On her Facebook news feed, we can:

• Promote competitions we are running

• Highlight special offers and discounts

• Ask her to vote in polls, or participate in short surveys

Persona Creation exercise

WHO WHAT

HOW WHEN

What is success?

Persona Creation exercise example

Mary, 34

• Mother of 2 primary-school aged children

• Married

• Stay-at-home Mum

• Looking for healthy lunch box ideas

• Wants to make sure her family is healthy

• Smartphone user – iPhone 4

• Facebook profile

• Internet browser

• Gmail account

• In front of the tv or when waiting to pick up the kids

• Finding and using healthy, tasty and inexpensive recipes for her family.

Persona Creation exercise

WHO WHAT

HOW WHEN

What is success?

Persona Presentation Time!Introduce us to your group’s persona/s

Introducing the

big 3

...and their

associates

Facebook

Facebook- Public & personal pages

- Share news, photos & links

- Host & plan events

- Apps for games & quizzes

Why Facebook?- Largest English-speaking

network- Most diverse adoption rates- Most versatile for content- Low-frequency & low-resource

Twitter

Twitter- All profiles created equal

- Share updates, links, images

- Limited to 140 characters

- URLs shrunk automatically

Why Twitter?- Continues to grow rapidly- Affluent base of users - High-frequency but low-cost- Big players tuned in &

tweeting

You Tube

YouTube- Free & Paid channels

- Upload, favourite, & comment on videos

- Plug-ins for websites

Why YouTube?- Everyone understands it- May offer free branded

channels for government entities

- High-cost for high-impact- Videos can go viral!

Why LinkedIn?- 100 million and growing- Affluent, professional audience- Customers become

ambassadors- Network becomes employment

tool

Why Flickr?- Cost effective source of

professional images- Build ambassador base- Cheap repository for images- Full galleries for more capacity

Tips for social networks- Use one consistent profile pic- Choose your admins wisely- Don’t let media get stale- Link & integrate your networks

Rules to live

by

Channel ChoosingWhich channels will your personas use?

My name is Alannah I am studying a Bachelor of Business at Monash. I am in my second year. I am interested in fashion– I’m obsessed with the Topshop website!

“”

Alannah

Stage Segment Critical Journey

Learn and contribute

Current Unit Enrolment

Alannah - Scenario

Alannah has just completed her first year.

She did a couple of accounting units and realised she dislikes accounting so she wants to change her accounting major to something else that interests her…

Alannah’s StoryAlannah asks her Marketing tutor what she should do. The tutor suggests the pathways tool

Alannah accesses the Monash homepage – it is tailored to show content relevant to her studies, relevant news from her social and sports clubs and upcoming Uni events

Alannah access the Pathways tool

The page shows her current units together with a list of suggested related units. She changes her study preferences and the list refreshes

1/2

Alannah’s StoryAlannah views video content from students and alumni who studied some of the units she is interested in

Alannah selects her preferences and submits them

She receives a Facebook notification to confirm her selection and that she can update her timetable

That evening Alannah updates her timetable and shares it with some of her friends

2/2

Your turn!Create a user story for your persona, walking through their interaction process.

Alannah’s StoryAlannah asks her Marketing tutor what she should do. The tutor suggests the pathways tool

Alannah accesses the Monash homepage – it is tailored to show content relevant to her studies, relevant news from her social and sports clubs and upcoming Uni events

Alannah access the Pathways tool

The page shows her current units together with a list of suggested related units. She changes her study preferences and the list refreshes

1/2

Setting the Scene for Success

The benefits ….- Gather customer insight

- Improve customer relationships

- Increase community engagement

- Improve recruiting

- Reduce customer service costs

- Improve search engine rankings

- Increase media coverage

Step-by-step process for social media activity

Proving your case

Securing the right budget

As the Marketing/Comms manager

- Opportunity costs- Intangibles

Securing the right budget

As the budget holder

- Revenue generation- Cost savings

Area for improvement

Room for Improvement? Industry Benchmarks Forecasted GrowthActual increase in revenue

List specific ways social media can generate revenue

What is the potential for growth from this area, for example is it a new facility to be offered, or an existing facility that is already saturated?

How have other organisations seen growth trends after similar projects?

A realistic estimate of the growth pattern over the next 3 years

A calculated figure indicating the real monetary value expected by this improvement

E.g. increased awareness of a new facility

Existing facility rarely used – 95% of users unaware of it’s existence

“Similar Organisation Y” reported average 30% increase in usage of facility after promoting it on their Facebook page & Twitter account

30% of existing facility bookings in years 1, 2 and 3(Facility bookings 2011: $40,000)

Year 1: $12,000Year 2: $15,600Year 3: $16,680

Revenue

generation

Cost savings

Area for improvement

Room for Improvement? Industry Benchmarks Forecasted Change Actual savings

List specific areas where social can potentially save money

What current costs are associated with this service and what is the potential for reducing them, for example is it currently managed entirely manually, or an existing automated process?

How have other organisations seen growth trends after similar projects?

A realistic estimate of the growth pattern over the next 3 years

A calculated figure indicating the real monetary saving expected by this improvement

E.g. Answering questions & resolving issues via Facebook and Twitter

Call centre currently receives 250 calls per day, estimated 80% are similar queries which could be answered on social presences

“Similar Organisation X” reported drop of 40% of calls received in first year following use of social for customer service, then 10% in following two years resulting in overall 60% drop in call rate after 3 years

Call centre requirements reduced to 60% in year 1, 50% in year 2, and 40% in year 3(Call centre costs 2011: $50,000)

Year 1: $20,000Year 2: $25,000Year 3: $30,000

Opportunity cost

Area of Risk Potential Impact Existing Trends Forecasted Change Actual Loss

List the greatest risks to the organisation of standing still

What is the potential impact of people doing the alternative as opposed to what you want them to do?

Are there any existing trends that support the view that people are already starting to do what you don’t want them to do?

A realistic estimate of the loss of business over the next 3 years

A calculated figure indicating the real loss to the business expected by this risk

E.g. Voter turnout in residents aged under 40 for local council elections is very low

Older councillors are being elected solely by the older demographics. Younger residents do not identify with elderly councillors, resulting in decreased engagement with the City and dissatisfaction with its services

Voter turnout for residents under 40 has decreased by approximately 5% per year in the last 5 years

We are anticipating further decreases in youth participation in local elections unless a targeted campaign is undertaken. This drop is expected to take us to a total 50% drop in a period of 10 years

Year 1: 20,000 votersYear 2: 21,000 votersYear 3: 22,050 voters

What are the intangibles?- Reputation- Loyalty- Trust- Awareness

Risks

Risks Potential Impact Likelihood of risk occurring Mitigation

What are the likely risks?

What is the potential impact if these risks occur?

Are there any existing trends that support the view that people are already starting to go elsewhere?

How mitigate the probability of the risk occurring?

E.g. City staff member engages in online argument with resident on Facebook

A torrent of complaints ensues from other Facebook users in the City, including coverage of the spat in the local paper

Consider if the likelihood is low, medium or high …

City staff with admin privileges will be trained in our Social Media Governance framework and also in how to handle conversations in social media environments. Training will include responding to likely scenarios such as this.

The final business case- Revenue generation- Cost savings- Opportunity cost- Intangible benefits- How risks will be mitigated

Measuring success- Set achievable business

targets- Think beyond hits and page

views- Track success in achieving

business objectives (not likes)

• Know your audience – who are you trying to reach?

• Have a plan – what is your strategy and how does this fit into the bigger picture?

• Focus on one tool at a time

• Plan your content

• Be present – if you aren’t there you can be part of the conversation

• Be a talk show host not a news broadcaster

• Measure, analyse, amend – rinse and repeat

Final recommendations

25yearsexperiencequalitystabilityloyaltyresults

120expertsstrategy & researchbranding & communicationsuser centred designdevelopment & hostingdigital marketing

6sectorshealtheducationmembership organisationsnot for profitdestinationsfinancial services