A 30 minute presentation I gave to the Freddie Mac Diversity Showcase on July 17, 2012 in McLean, VA. This overview of social media was designed to help understand what social media is and how it can be used to create a competitive and innovative edge.
2. About me
• Director, Digital Marketing &
Communications,
Inova Health System
• Advisory Board Member,
Mayo Clinic Center for Social Media
• Social media consultant for more than
100 business nationwide
7. I feel sorry for traditional media
• Bad timing
“All the news in the NYT is at least a day old”
• One-way conversation
• Very expensive
$114,174
• Not personal
8. I feel sorry for traditional media
• Badthe news in- the NYT is at least a day old”
“All
timing
• Very expensive -
$114,174
• Not personal -
• Broadcast
8
8
11. How social media is different
“...social media is a blending of technology and social interaction for the co-creation of
value...” – Wikipedia
• Two-way participation
• User-generated content
• Transparency
• Credibility
• Trust
• Online “communities of interest”
17. The truth:
• 43% of news sharing is done through
social media
• 27% of ‘Frequent Sharers’ responsible
for 87% of all news shared online
http://cnninternational.presslift.com/socialmediaresearch
18. Maintaining credibility via social media
• Ongoing participation
• Develop a social media policy
• Educate employees
• Rely on your culture and values
19. Myth #3:
I don’t have time for
social media
(and it doesn’t work)
20. Social media crises - a growing concern
• A crisis issue that arises in or is amplified by social media
• Stems from the exposure of:
• Poor customer experiences
• Poor influencer relations
• Violations of ethical guidelines
Social Business Readiness: How Advanced Companies Prepare Internally
- Altimer Group, Aug 2011
21. Crisis Communication
Social Media Strengths
Strategies
Respond quickly and accurately Real-time communication
Two-way communication from
Be transparent & accessible
multiple platforms
Address perceptions Relevant communications
Leverage existing relationships Expanded reach
Relationship and engagement
Manage residual perception
building
22. How do you find the time?
• “Sip” - use Twitter as a real-time
communications tool
(10-15 minutes/day)
• “Dip” - use Facebook/YouTube to
promote relevant information
(30-60 minutes/day)
• “Bathe” - use blogs/Facebook for separate
communications
(7-10 hours/week)
23. Create a social media plan
• Aligned with:
• Marketing efforts
• PR efforts
• Customer service
• Be relevant
• Create a policy
• www.inova.org/socialmedia
24. Identify quick wins
• Start with one thing
• Determine what to measure
• Measure your efforts
• Rinse and repeat
(or improve)
25. Questions?
Chris Boyer
@chrisboyer
www.christopherboyer.com
chris.boyer@gmail.com