why social/digital - clemson minimba fall 2013
DESCRIPTION
Marketing changes faster than consumers and businesses have the ability to adapt to emergent technologies. Marketing fundamentally builds a common language around offered products and services. You will apply new communication methods so you will be better skilled to effectively communicate your message. This session teaches you how to use and apply advanced marketing concepts in social spaces. Bobby Rettew is a multiple Emmy award-winning multimedia producer with a background in corporate marketing communications, public relations, social media, new media, television news, and visual storytelling. His journalist experience in broadcast has transformed his approach as a digital storyteller where he has helped organizations identify compelling, effective messages. Bobby is also an Adjunct Instructor at Clemson University where he teaches for the MBA and MBAe Programs. Bobby holds both a BS in Mathematics and an MA in Professional Communications from Clemson University. http://thinkclemson.com/events/mini_mba_program/TRANSCRIPT
MINI MBA
#CUminiMBA
CLEMSON AT THE FALLS | 11-1-13BOBBY RETTEW
Thursday, November 7, 13
WHY USE SOCIAL MEDIA?
57% of people indicated a social media connection with a hospital has a strong impact on their decision
to seek treatment.
Consumers’ Use, Preference and Expectations of Hospital Social Media - YouGov Research, July 2011
Consumers’ Use, Preference and Expectations of Hospital Social Media - YouGov Research, July 2011
81% of consumers believe that if a hospital has a strong social media presence, they are likely to be
more cutting edge, creating a halo effect.
BARRIERS TO SUCCESS
1995-2004Slower Adoption Cycles
APRIL 1995America Online
1.1.
1995
6.30
.201
3
President William J. Clinton9.11.2011
AUGUST 1995Windows 95
JUNE 1998Windows 98
OCTOBER 2001Windows XP
11.30.2006Windows Vista
JULY 2009Windows 7
OCTOBER 2012Windows 8
President George W. Bush President Barak H. Obama
2000Digital Broadband Available
JANUARY 2004Facebook
JULY 2005YouTube
JULY 2006Twitter
DECEMBER 2010Facebook–
400 Million Users
OCTOBER 2012Facebook–
1 Billion Monthly Users
2004-2013Rapid Adoption Cycles
(fueled by ubiquitous digital access)
MAY 2007iPhone
JUNE 2009iPhone 3GS
JULY 2008iPhone 3G
JUNE 2010iPhone 4
SEPTEMBER 2012iPhone 5
OCTOBER 2011iPhone 4S
MARCH 2010iPad MARCH 2011
iPad2MARCH 2012
iPad3NOVEMBER 2012iPad4/iPad mini
FORMULA FOR SUCCESS• Understand the audience on different channels
• Focus on the content
• Follow the rule of 70 listen/20 share/10 self-promote
• Manage in teams for cross collaboration
• Include stakeholders often
•Measure analytics to validate time, energy and effort
1 UNDERSTAND YOUR AUDIENCE
source: http://argylesocial.com/landing/social-timing-insights-infographic
2 FOCUS ON THE CONTENT
CONTENT GOALS?• Inform
• Educate
• Comments
• Sign-ups
• Thought leadership
• Appointment
• Physician Alignment
• Reviews
WHO SHOULD CREATE CONTENT?
SUCCESS?• Prior experience
•Don’t make it always about text
•Ongoing support
• Report back
•Make them a big deal
•Manager support
•Make it part of a larger plan
•Make it exclusive
• Tie content to the larger marketing plan
• Be flexible/decide when good enough is good enough
3 FOLLOW THE RULE OF 70/20/10
• 42 Minutes to listen and research
• 12 Minutes to share what you find
• 6 Minutes to promote relevant knowledge you have
•Market intelligence
• Identification of best practices and trends
•New connections
• Answers to questions
• A custom news feed
THE 70: THE FIRST 42
THE 20: THE SECOND 12• A retweet or modified tweet
• Sharing on Facebook
• Commenting on a blog
• A repin on Pinterest
• Posting to groups on both Facebook and LinkedIn
• Commenting on Facebook and LinkedIn updates/questions
THE 10: THE FINAL 6
People do business with those they trust. Build trust first.
4 MANAGE IN TEAMS FOR CROSS COLLABORATION
WHO IS ON THE TEAM?•HR
• Recruitment
• Risk
•Marketing
• Administration
• IT
• Facilities
• Leadership/Executive
COLLABORATE ACROSS ORGANIZATION
5MEASURE ANALYTICS TO VALIDATE TIME, ENERGY AND EFFORT
IDENTIFY WHAT TO MEASURE
VOLUME•Number of visitors
• Time on site
•Number of fans
•Number of followers
• Page views
• Impressions
ENGAGEMENT• Retweets
• Repins
• Comments
• Likes on posts
• Form completion
• Seminar registration
• Review submission
via @chrisboyer