tools and tactics for engaging your supporters with social media
DESCRIPTION
Nedra Kline Weinreich Weinreich Communications Presentation California Assn of Hospitals and Health Systems Healthcare Volunteer Leadership Conference February 23, 2011 www.social-marketing.comTRANSCRIPT
Tools and Tactics for Engaging Your Supporters with Social
Media
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Nedra Kline Weinreich
Think Movement, Not Campaign
Community
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Social media is word of mouth on steroids!
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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
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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
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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
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Share
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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
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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?
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Get in touch!
Nedra Kline Weinreich
Weinreich Communications
www.Social-Marketing.com
Phone 310.286.2721
Twitter @Nedra