How does a Health Care Industry Association leverage social media? See how the Healthcare Information and Management Systems Society has approached social media--and what results they are seeing from their efforts.
Strategies for Unlocking Knowledge Management in Microsoft 365 in the Copilot...
Why Social Media Matters - HiMSS Case Study
1. Why Social Media Matters
…from a Client Perspective
Healthcare Information and Management Systems
Society
Jason Arican
Managing Director Social Media World
Meltwater Buzz, Client Relations Forum
November 1, 2011
@MeltwaterBuzz /MeltwaterBuzz
0 buzz.meltwater.com mbuzz@meltwater.com
2. @himss
• Not-for-profit org committed to improving healthcare
through IT and management solutions
• 38,000 members including doctors, nurses, and
hospital executives
• Promotes discussion of key issues through research,
events, and content expertise
@MeltwaterBuzz /MeltwaterBuzz
1 buzz.meltwater.com mbuzz@meltwater.com
3. Three Platform Approach
HIMSS is mainly active on three platforms,
each with a distinct purpose… not unlike
how we use them as individuals
@MeltwaterBuzz /MeltwaterBuzz
2 buzz.meltwater.com mbuzz@meltwater.com
4. Social Media Objectives
Play a support function to organizational
objectives:
Encourage progressive
and open dialogue
Position HIMSS as a
thought leader
Promote and support
events
@MeltwaterBuzz /MeltwaterBuzz
3 buzz.meltwater.com mbuzz@meltwater.com
5. Encouraging Discussion
• Targeting of key influencers
• Discovery through keyword/hashtag searches
• Defining an influencer as someone heavily engaged in
discussion
• Sharing content developed internally
• Sharing content found through external sources
@MeltwaterBuzz /MeltwaterBuzz
4 buzz.meltwater.com mbuzz@meltwater.com
6. Positioning HIMSS as a Thought Leader
• Tracking healthcare-related keywords
• Joining conversations where appropriate
• …more on this later
@MeltwaterBuzz /MeltwaterBuzz
5 buzz.meltwater.com mbuzz@meltwater.com
7. Event Promotion and Support
Facilitating
Spreading conversation
the word on event
topics
Answering
questions on
logistics, issues
A combination of marketing and customer service
@MeltwaterBuzz /MeltwaterBuzz
6 buzz.meltwater.com mbuzz@meltwater.com
8. Goals and Reporting
While some metrics are being tracked, HiMSS is still
developing their core KPIs
We’re working to help HiMSS formalize their strategy
@MeltwaterBuzz /MeltwaterBuzz
7 buzz.meltwater.com mbuzz@meltwater.com
9. Next Step- Empowerment
“We want to engage HIMSS' content
experts in the social media strategy next,
as we are the experts in effective use of
social media...”
@MeltwaterBuzz /MeltwaterBuzz
8 buzz.meltwater.com mbuzz@meltwater.com
10. Empowerment
1. Guidelines and best practices
2. Training on tracking and
Experts
engagement tools
3. Reporting protocols
Members SM Team Execs
PR and
Comms
@MeltwaterBuzz /MeltwaterBuzz
9 buzz.meltwater.com mbuzz@meltwater.com
11. In Summary…
• Your social media objectives are not too different
from your business objectives
• Genuine, honest engagement > promotion
• With the proper rollout, SM can be most
effectively utilized across the organization
@MeltwaterBuzz /MeltwaterBuzz
10 buzz.meltwater.com mbuzz@meltwater.com
Hinweis der Redaktion
One of Auto Trader’s top priorities is to put the customer at the heart of everything we do therefore see it as strategically vital that we grow and nurture our Social Media following: Auto Trader’s Objectives: - Establish an engaged community of motorists - responsive to our direct marketing efforts and who we can survey for brand insights and product development (57% of FB fans are monthly active users) - strengthen ‘ownership phase’ of our brand offering – maintain consideration and stay ‘top of mind’ between buy and sell points - Increase brand affinity and create advocates – leverage the power of social proof in recommendations of our services (Social Network Traffic is the most convertible source of traffic for POLA which drove 47% conversion vs typical conversion rate around 42%)) - Support wider CRM strategy – another channel to contact us to resolve and report issues. - Draw in, own and diffuse crisis issues – owned channels eventually become a beacon for any crisis comms issues where we can try to steer perception, conversation, and action in our favour. Until then monitor wider web for discussion, report back and respond as appropriate - Drive valuable actions on site - boost unique users and visits – driving real traffic and even sales to our site (Golden Keys: Generated 30k in sales (core and ancillary products) 1.5 million searches & 500,000 classified ad views – even without a campaign SM drove 230k referrals in Feb from FB and TWT only 3k from page)