The document discusses the rise of social media and its importance for organizations to engage online. It provides statistics on social media usage in the UK and discusses how social media allows for two-way communication, participation and sharing of information. The document also provides best practices for using different social media tools like Facebook, Twitter and videos and highlights challenges of social media usage and the need for measurement and return on engagement.

1. Online Social Media and the

2. The Aim of the Workshop This workshop introduces: How we can communicate messages efficiently Provide information very quickly Allow participation Monitor the web and dispel rumour mongering Be part of online conversation Reach target markets that are no longer susceptible to traditional communication methods Creating communities

3. This is NOT traditional Marcomms

4. This is Pull Communication

5. Dialogue between the NHS and its customers

6. Reach target markets no longer susceptible to traditional methods

8. SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION , AND THE CONSTRUCTION OF WORDS , PICTURES , VIDEOS AND AUDIO

9. “ Social media is people having conversations online.”

10. UK Internet Usage 71% Universal McCann: Power to the People Social Media Tracker, Wave 4 http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4 Mintel: Social Networking Across the Age Gap - UK - February 2009 Age 15-24 85% 24-34 83% 35-44 84% 45-54 77% 55-64 72% 65+ 30%

11. Universal McCann: Power to the People Social Media Tracker, Wave 4 http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4 64% of the UK are using an online social network

12. Usage of Social Networks by Age April 2008 January 2009 Mintel: Social Networking Across the Age Gap - UK - February 2009

14. How many social media websites are there?

17. Share slides and documents

18. 100m Videos 2 nd largest search engine 79% have watched video content online Universal McCann: Power to the People Social Media Tracker, Wave 4 http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4

19. 70% have uploaded photos Universal McCann: Power to the People Social Media Tracker, Wave 4 http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4

21. Social Bookmarks

22. A blog is like an electronic Diary or notebook that the world can read 200,000,000 blogs

23. Wiki = Quick in Hawaiian Studies show it is as accurate if not more than Britannica Almost 13m Articles WiKis

24. Jan 2010 18m accounts registered

25. Online social networks 64% of us in the UK have joined

26. 1 out of 300 website click throughs come from twitter We don’t always find information using Google Micro-blogging

27. www.nhsUnlocked.org Reputation Aggregators

28. Monitor and Subscribe

29. June 8, 2009 article from Marketing Vox and Nielsen BuzzMetrics SES Magazine entitled: Turning Blogs and user-Generated Content Into Search Engine Results , Chris Aarons, Andru Edwards and Xavier Lanier 25% of search results for the worlds top 20 largest brands are links from user generated content

30. Who influences whom? Will the corporate NHS website continue to be the first visit after they search Google or Bing?

31. Why is it important to the NHS Easy to find “ patients like me ” The trust factor Socialising online to get information to make decisions Rapid word of mouth Reaching digital natives

32. Challenges Privacy Concerns Legal regulatory barriers? Organisational culture ROI and Measurement

33. We are seeing a communication shift

34. The shift is from one way communication

35. Dialogue between consumer and the NHS

37. Dialogue between patient and patient

38. With or without you Conversations will happen online with or without you Choose to be a part of it Engage and embrace

39. 70% trusts bloggers’ opinions on products and services 36% of people think more positively about a company that has a blog Universal McCann: Power to the People Social Media Tracker, Wave 3 http://www.slideshare.net/Tomuniversal/wave-3-social-media-tracker-presentation

40. More Americans get health information on the internet than from their doctors How America Searches: Health & Wellness by iCrossing and Opinion Research Corporation 36% want to see what other consumers say about medication or treatment 34% using social media 46% using health portals 67% using search engines 21% using Wikipedia

41. Case Study Scott&White Healthcare

49. Monitoring and subscribing

50. Google Reader Google alerts TweetDeck iGoogle Monitoring and Subscribing

51. iGoogle

52. Getting Started

53. What will it take Top level buy in Someone who can commit Commitment and desire to engage Devote the time Content creation budget Time and patience

55. Set objectives Increase public reach of message proactive media relations Increase traffic, reputation? Drive traffic to website Test market

56. Professional practice and expertise Patient therapy Organisation blog Patient support and group blogging

57. Define Strategy Set a timeline and focus on reasonable and practical goals Be consistent Analyse, measure, and assess frequently Adapt!

60. 6. Optimise your content for sharing - particularly via newsfeeds and Twitter 7. Use paid-for media to get the ball rolling 8. Take advantage of extreme targeting offered by social networks 9 . Make sure you have the resources to manage your community management and refresh the content. 10. Track the results and optimise where necessary 10-steps for successful social media: Universal McCann: Power to the People Social Media Tracker, Wave 4 http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4

61. Sample media plan

62. Time

63. Time “ The more places you hang out the more time it takes to manage. The more content you create the more time it takes to create it”.

64. Time However consider… Syndication Mobile applications Sharing responsibility Scheduled time applications Subscribing to and re-publishing content

65. ROI

66. “ The problem with trying to determine ROI for social media is you are trying to put numeric quantities around human interactions and conversations which are not quantifiable” Jason Falls, Director of social media for Doe Anderson http://www.socialmediaexplorer.com/2008/10/28/what-is-the-roi-for-social-media/

68. Is this going to satisfy Finance? Probably not

70. Twitter

71. Twitter Twitter is a service for people to communicate and stay connected through the exchange of quick, frequent messages. These messages are posted to your profile or your blog, sent to your followers, and are searchable on Twitter search. Twitter lets users engage in conversations with other users in 140 characters or less.

72. “ Twitter is not dumb... If you follow smart people!” Beth Kanter : http://www.slideshare.net/kanter/nonprofits-healthcare-and-social-media

78. facebook What is facebook? It’s a place where you can put up your personal details and interact with other users of the site. By getting a facebook account you can establish an online presence Talk to your friends Share photos with your friends Play games with your friends Sell your old stuff Meet new people And whole array of other things

79. facebook

80. What’s unique about facebook is that it keeps you updated on what your friends are doing. You will be notified when they make a change to their profile. Almost all interactions with the site are sent to friends so that they can keep informed about what you’re up to. facebook

81. facebook Profiles Creating a profile is required if you want to do anything on facebook Make sure you fully fill out your profile; a full profile looks a lot more interesting then an empty one. Add your website URL in several locations and be sure to talk about your business and plug your website URL

82. Pages facebook pages are used by many businesses and organisations. Pages have some key features. They are indexed by Google and available to view even if you are not a member, so promoting the page is easier. Like you do with your profile, fill out your facebook page with all relevant information about your business, website URLS, etc.

83. facebook applications Create fun applications that engage users Applications created vary in purpose Popular applications have hundreds of thousands of monthly active users

84. facebook adverts facebook ads are a great way to really increase your exposure using highly targeted advertising. Target users by age, gender, location, interests, etc. Advertise an external website or a facebook page. Build up your facebook fan page; you can do so by driving the traffic from your advertisements directly to your page.

85. The Future Year on year internet users have dramatically increased their familiarity and usage with social media

86. More niche networking sites* *Mintel: Social Networking Across the Age Gap - UK - February 2009 HealthChapter.com

87. Tomorrows consumers are today’s digital natives

88. Much like the older generation have trouble with this new technology, they would have trouble living without it. The digital native

89. By the time today’s 10 year olds are 15, they will already have some ingrained lifestyle preferences due information they have sourced online The digital native

91. Thank you [email_address] www.eskimosoup.co.uk/news http://www.eskimosoup.co.uk/facebook www.eskimosoup.co.uk/twitter