Social Media for Caregivers

Social media: Connecting
with your audience
Presented by Red Shoes PR, Inc.

2

Presentation Overview

!   Social media overview

!   Consumer behavior in a digital world

!   The art & science of social media

!   Best practices

3
Social media defined

!  Internet-based tools used for sharing
and discussing information among people

!  Activities that integrate technology, social
interaction and the construction of words,
pictures, videos and audio

!  Information depends on the varied
perspectives and “building” of shared
meaning among communities

- Wikipedia

Social media platforms
!   Social Networking
!   News & Bookmarking
!   Blogs
!   Microblogs
!   Video Sharing
!   Photo Sharing
!   Wikis
!   Geolocation tools
!   Virtual Reality
!   Social Gaming

5
Shift of power

The power to define and control a brand
is shifting from corporations and institutions
to individuals and communities

6

Social media is a conversation

Social media is a
conversation online
!   Look who’s talking:
!  your employees
!  your customers
!  your critics
!  your fans
!  your competition....
!  anyone who has Internet
access and an opinion.

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Social media is a channel

!  The conversation on Social
Media is not:
!  controlled
!  organized
!  “on message”
!  The conversation is:
!  organic
!  complex
!  speaks in a human voice
!  Social media is not a strategy
or a tactic –
it’s simply a channel

8
Why you should care about
social media
!  87% trust a friend’s recommendation over a critic’s review -
Marketing Sherpa

!  3 times more likely to trust peer opinions over
advertising for purchasing
decisions - Jupiter Research

!  1 word-of-mouth conversation has
impact of 200 TV ads - BuzzAgent

* Slide courtesy of Digital Influence Group

9

According to a recent New York
Times article,

“Internet users from all age
groups increased their use of
social networking from
December 2008 to May 2010,
with use by people 18 to 33 rising
to 83 percent, from 67 percent.
But those in every generation 45
and older more than doubled
their participation. Adults 74 and
older who are online quadrupled
their social networking presence,
and that now stands at 16
percent.”

10

How do people
make purchasing
decisions today?

Information
gathering through …

ecial
sites a lso have sp
cial n etworking they let tho
se
“So ecause
lder users b ons find and talk
appeal to o ical conditi
ed same
who have m o ne t hrough the
to others who have g
thing,”
net
ector o f the Inter
said Lee Rainie, dir ject at the Pew
Pro
and A m erican Life
nter.
R esearch Ce

11

12

“TheInternet makes information available.
Google makes information accessible.”
- Hal Varian, Chief Economist at Google

13
How do consumers get their information
in a digital world?

When consumers face a challenge, they typically:

1.  Google their question

2.  Spend 20 minutes
information gathering

3.  Connect with someone from their
social network through Facebook,
LinkedIn, etc.

14
The power of
collective
wisdom
!  The value of network
effects or the harnessing
collecting intelligence

!  “Groups are remarkably
intelligent and are often
smarter than the smartest
people in them.”
-James Suowiecki,
The Wisdom of Crowds

15
Think of today’s consumers as …
!  Prosumers … they are proactively seeking information

!  80% of health searchers seek information for themselves while
20% are caregivers –Bonnie Becker of Yahoo! Health

!  And prosumers are not just seeking
one source of information… they are
seeking an average of 5 information
sites

!  They are looking to re-confirm
information every step of the way
on the Web.

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Be where the people are
!  People are looking for online engagement … they expect it

!  Organizations need to be where the people are being social

!  In the “olden” days people had cocktail parties

!  Today, people are socializing online

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Social media is communications

!  Communication basics includes:

!  Someone who wants to send a message

!  Someone who will receive a message

!  Information in some form

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!  Noise (anything that disrupts communication)

!  Feedback (verbal and non-verbal)

!  Replication
(Replication is an
approximate goal and
philosophically not
perfectly possible,
though desired)

!  Understanding

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!  You need to have a communications
strategy
!  Who is your target audience?

!  What is your objective or outcome
based thinking?

!  What precisely do you want out of
the process?
!   What does the other person want? If I
don't know, what are they likely to
want?

!  What is the least I will accept out of
the process? What problems could
come up in the process?

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Communications is a 2-way conversation

!  Not your organization speaking from a bullhorn

!  It’s being present online and responsive

!  Exactly like you would have in person with
someone at a party

!  Introduce yourself

!  Do a lot of listening

22

!  How will I deal with each one, and if possible,
use the problem as a BENEFIT for the other person?

!   How will I bring the process to a conclusion?

!  “The ability to build and maintain
rapport in communication is one of
the key skills of a master
communicator.”
–KevinHogan.net

23
Social media voice requires

!  A compassionate voice of the
organization

!  A personality to go along with
the voice

!  The voice should represent your
organization

!  Understand the social media
“rules of engagement”

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Rules of engagement

!  Share information freely

!  Give credit where credit
is due

!  Respond and engage

!  Respect

!  Build relationships

There is a method to the social media
madness

Picture your website
as the hub of all
your online and
real-life activities

How can 27

you create
pull to your
website?
!  Through
engagement

!  Through social
media channels

!  Utilize your social
media channels as
a lead funnel for
customers to find
you online and … in
person.

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If the website is your hub

!  Social media channels are
the spokes

!  Use these spokes to drive
traffic back to your website

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Create leads
to create action

!  Compel existing customers
or new customers to take
action

!  Cross integrate information
along the way

!  Capture viewers/readers
information to connect and
follow up

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Seeding content
!   Determine “key words” or
search terms your customers are
using to seek information

!  Seek all existing content on website
and social media channels for SEO
(Search Engine Optimization)

!  Consistency equals higher ranking on
Google search engine

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Credibility of
search rankings

!  How often do you go beyond
page 1 on Google pages for
reference?

!  Typically, consumers think the
higher the ranking the more
credibility

!  It’s like an online recommendation

Questions? Please contact us
Red Shoes PR, Inc.
www.redshoespr.com
Email: pr@redshoespr.com
Twitter: @RedShoesPR
Facebook: www.facebook.com/redshoespr

Social Media for Caregivers

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