ASCO Clinic Director Social Media

Social Media
The Good, the Bad, and the Ugly
Linkedin.com/in/williamzahn @wjzahn

Agenda
• Roles of social media
• Best and worst social media practices
• Social media policy development
• Platforms
• Tools and resources
Linkedin.com/in/williamzahn 2

Obligatory Social Media Video

Mind-boggling Social Media Stats
• Time to reach 50 million users:
Radio = 38 years
TV = 13 years
Internet =4 years
Facebook = 100 million users in under 9 months.
• Social media is the #1 online activity worldwide.
• 94% of companies use LinkedIn as their primary
recruiting tool.
• 1 out of 3 marriages in 2016 started online
• 4 billion pieces of content shared daily on
Facebook.
Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

Roles of Social Media

What roles can social media play in
marketing?
• Customer Service
• Brand Building
• Service Recovery
• Sales
• Relationship Management
• Marketing Research

Other Roles Social Media Can Play for You
• Education
• Engagement
• Collaboration

Who is he?

Dave Carroll

Why is Dave Carroll important?
• Marketers and business owners are not in control
• People will talk, good or bad, about your business
And we can reach millions
• The rules of marketing have changed

Brand Building

A New Competitor
Linkedin.com/in/williamzahn @wjzahn

Brand Building

Best and Worst Practices

Best Practices
• Know your audience(s)
• Choose your networks – Be selective
• Have a strategy/plan
• Go Native
• Monitor conversations
• 80/20 Rule (aka The Rule of Thirds)
• Experiment

Know Your Audience
• Who are you trying to connect with?
Millenials, single moms, parents of furries
• Go deeper
Age
Location
Income
Language
Spending habits
Hobbies
Stages of life

Know Your Audience
• Create a buyer persona
bit.ly/persona-non-generator
• You may have more than one
• Personas will help aid you in
Social sharing
Content creation
Ad spend decisions

Choose Your Network(s) Wisely
• Facebook
More active monthly users than any one country’s population
1.4 billion daily users, and 2.13 billion monthly ones
25-34 year olds are the biggest segment for U.S. users
• Twitter
330 million active monthly users
45% of new users have college degrees
• Instagram
A billion users, 500 million of them active every day
71% of Americans between 18 and 24 use this network
• Research demographics at bit.ly/social-media-demos

Choose Your Networks
• Choosing what not to do is as important as choosing what to do

Have a Strategy/Plan
• Set Goals

Have a Strategy/Plan
• Conduct a social audit (general)
What should you do more of?
What should you stop?
What should you try to improve?
• For each platform
Is your audience here?
How are they using this platform?
Does this help your business goals? (Are you tracking analytics?)
• Need help with an audit?
bit.ly/not-an-irs-audit

Go Native
• What does it mean to go native?
• It means you publish based on
the norms of the platform

Go Native
• Publish each post in the platform
Don’t publish IG photos to Twitter
Don’t share links to YT videos on FB

Monitor Conversations
“We have two ears and one mouth so that we can listen twice as much
as we speak.” - Epictetus

The importance of good service
• Differentiating factor
Many choose good experience over low price
74% choose to do business with a company based on positive customer care
experiences shared by others
72% use social media to research customer care reputation
• Good service drives
Customer loyalty
Positive word of mouth
• Leads to more profitability
Forrester Research

Customers
• A happy customer will tell 3-4 people, an unhappy customer will
tell???
• They expect quick responses
• Whether you’re paying attention or not, customers are talking
• What is a reasonable response?
• Do you respond to everyone?

The LARA Framework
• Listen to customer conversations
• Analyze the conversations
• Relate them to existing information
• Act on these conversations

Steps for Creating a Listening Station
• Define the goals of your listening station
• Develop best practices for responding
• Identify key words to listen for
• Find a listening tool
• Track incidences and responses

Goals for your listening station
• Discover trends in your industry
• Find sales triggers to discover if someone is about to buy
• Discover customer pain points
• Evaluate buzz around your (and your competitors’) brands

What to listen for?
• Company mentions
• Competitor mentions
• Keyword mentions
• Hashtags
• Employee mentions
• Customer mentions

Listening Station Alternatives
• Hootsuite
• Sprout Social
• Radian6 (purchased by Salesforce Marketing Cloud)
bit.ly/listening-station-evaluation

Develop responding best practices
• How should you handle criticisms or condemnations?
• How should you respond to complaints about a competitor?

80/20 Rule and the Rule of Thirds
• Do not sale all the time
• 80/20 Rule
80% of your posts should provide value for your audience
20% of the time can be for promoting your business
• Rule of Thirds
1/3 of posts should share ideas from influencers in your industry
1/3 of posts should be personal stories to build your brand
1/3 of posts should be geared towards generating profits and converting
followers

Experiment
• Please spend 30 minutes per week exploring new platforms or trying
new types of content

Worst Practices
• Not engaging your followers
• Trying to be everywhere
• Relying on organic social media
• Spamming with sales pitches
• Hijacking trends
• Not having clear calls to action

Not engaging followers
• Don’t be the self-obsessed company that only talks and doesn’t listen

Trying to be everywhere

Relying on organic social media
https://blog.hubspot.com/marketing/facebook-organic-reach-declining#sm.00011ec4ou1c96e39vz2kgozf5xht

Spamming with sales pitches

Hijacking trends
• #cairo • #whyistayed

Not having clear CTAs

Social Media Policies

Why have a social media policy, anyways?
• New media has changed our communication
Blurred lines between professional and personal
Corporate information is available from a lot of sources
• Virality of information
News (good and bad) travels fast
• Blogosphere and traditional media influence each other
• Justine Sacco
#HasJustineLandedYet

A Social Media Policy Should
• Make interacting on the web easier, convenient, and safe
• Empower employees to focus on satisfying customers
• Educate and guide
• Equip employees with basic social media knowledge
• Complement employee code of conduct
• Set constructive boundaries

Policy Best Practices
• Don’t automatically ban
• Do have a reason
• Don’t be old-fashioned
• Keep it simple
• Be flexible

Policy Best Practices
• Standards of conduct
Don’t allow anonymous participation
Transparency
Good manners
• Disclosure requirements
Sponsored posts
Affiliates
Hashtags
#emp - employee
#samp - received a free sample
#paid - paid endorsement

HIPPA and Social Media
• Posting of images and videos of patients without written consent
• Posting of gossip about patients
• Posting of any information that could allow an individual to be identified
• Sharing of photographs or images taken inside a healthcare facility in which
patients or PHI are visible
• Sharing of photos, videos, or text on social media platforms within a private
group
bit.ly/hip-social
bit.ly/AMA-social

Platforms

My Recommendations
• Facebook
• Twitter
• YouTube

Facebook

What is organic marketing?
• The number of people who have seen your post through unpaid
distribution.

Prior to 2011
• Organic reach for marketers was amazing!

In 2011
• Facebook made some major algorithm changes that hurt organic
reach for businesses

Why the Change?
• Human behavior
• We don’t want to see everything from a company just because we
liked it 9 years ago
• But we aren’t going to go unlike all these pages
• We just ignore their posts

Why the Change?
• “Marketers ruin everything.” – Gary Vaynerchuk
• More content, more annoying newsfeeds to look at
• People only want to see what they want to see
• Facebook algorithm changes are trying to predict that

Simplified algorithm example
Source: neilpatel.com

Don’t do this on Facebook!
• Automate everything

Don’t do this on Facebook
• Use your posts to sell all the time
• Instead
Remember the 80/20 rule
Build a community
Engage your community

Don’t do this on Facebook
• Cheat the algorithm
Buying likes
Using clickbait
Bombarding followers with crappy posts

Steps to improving organic reach
• Post evergreen content
FAQs
Guides
Tutorials
Testimonials
Resources

• Use organic post targeting
Targeting not just for ads
Target posts based on
Location
Gender
Age
Education
Interest

• Use Facebook Insights
To find the optimal time to post
Don’t listen to articles claiming to know the optimal posting time on Facebook
Try posting at the time your audience is most active during off-peak hours (6pm
– 8am)

• Use Facebook Groups!
• Post a variety of content
Don’t just do what is hot
Remember when images were the bread and butter of social?

Twitter

Twitter Search
• Twitter.com/search
• A very useful way of finding people talking about your
business/industry/products
• Can search for tweets containing
Certain words
Hashtags
Phrases
Mentions of accounts
• You can narrow the search down
Location
Certain people tweeting about the topic

#WhyILovePizza

Trendjacking

Trendjacking
• The process of identifying what is trending and capitalizing on that
trend to bolster one’s brand
Tying your brand into a trending narrative
• Similar to newsjacking
Tying your brand into a news story so that when journalists/bloggers write
about one story they are compelled to write about your brand

Trendjacking

Newsjacking

Tips on Trendjacking/Newsjacking
• Figure out how to relate your brand to the story
• Act quickly
• Be creative
• Be appropriate

Hashtags
• # hashtags organize tweets around a topic
Clicking on a hashtag lets you see the tweets that have used that hashtag
Allow your tweets to be seen by other people using the hashtag
Broaden the audience for your tweets
• Build branded campaigns and engage with new users
• Different hashtags can be compared
See which campaigns drive engagement and conversions

Benefits of Hashtags
• Create your own and get customers involved
• Research trends in your niche
• Find and join conversations
• Identify new prospects
• Share with a broader audience

Using Hashtags Correctly
• Be Brief – one word or short phrase
• Memorable and easily understood
• Not open to misinterpretation
• Not already in use
Don’t use trending hashtags for marketing
Look at for social movements
• Tagdef.com

Using Hashtags Correctly
• Your users control the hashtag
• Don’t overuse
• Researching trends
What hashtags are industry leaders using?
What are commonly used hashtags for your industry?
What is trending?

Tools and Resources

Tools I Recommend
• Buffer
• Hootsuite
• Canva
• Story Slicer
• TweetDeck
• Google My Business
• Google Analytics

One Final Recommendation
• Messenger Bots
80+% open rate on FB messenger and text messages
Low CPE on Facebook
Great idea for
Appointment reminders
Day-of-appointment information
Review reminders

Thank You!
• Please reach out to me if you have questions or want to schedule a
social media strategy session
bzahn21@gmail.com
Twitter: @wjzahn
LinkedIn: linkedin.com/in/williamzahn

ASCO Clinic Director Social Media

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