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Tools and Tactics for Engaging Your Supporters with Social Media  Photo: http://www.flickr.com/photos/ebarney/3348965007 N...
Think Movement, Not Campaign
Community Photo: http://www.flickr.com/photos/mallix/2586969604/
Social media is word of mouth on steroids! Photo: http://flickr.com/photos/whyswomen/143360770/
What can you do with social media? <ul><li>Communicate </li></ul><ul><li>Converse </li></ul><ul><li>Connect  </li></ul><ul...
How Can Social Media Help You Do Your Job Better? <ul><li>Communicate with your staff/volunteers </li></ul><ul><li>Recruit...
Hospitals Are Adopting Social Media <ul><li>As of January 23, 2011: </li></ul><ul><li>906 Health Systems/Hospitals/Centers...
Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/
Step-by-Step Strategy <ul><li>Goals/objectives </li></ul><ul><li>Target audience </li></ul><ul><li>Capacity </li></ul><ul>...
What are Your Goals? http://www.flickr.com/ photos/kevinsteele/267451343/
Social Media Outcomes <ul><li>Listening and learning </li></ul><ul><li>Building relationships </li></ul><ul><li>Building a...
Magic T of Marketing (Steve Rubel) <ul><li>Mainstream media = REACH </li></ul><ul><li>Social media = DEPTH/ENGAGEMENT </li...
Who Do You Want to Reach? .75&quot; .75&quot; .75&quot;.75&quot; http://www.flickr.com/photos/hamoid/317021961/
Slide Credit: wearemedia.org
Which Tools and Tactics Will Help You Reach Your Goals?
Tools for Tactics <ul><li>Listen </li></ul><ul><ul><li>Google Alerts, RSS readers, Twitter Search </li></ul></ul><ul><li>C...
Metrics for Social Media <ul><li>Web activity (pageviews, unique visitors, time on site) </li></ul><ul><li>Social actions ...
Social Media Tools Photo: http://www.flickr.com/photos/somemixedstuff/839984821/
Choosing Your Tools Tool  Audience  Why They Use It  What to Give Them Blog Peers, people interested in your hospital Lear...
Blogs
Issues to Consider <ul><li>Purpose </li></ul><ul><li>Audience </li></ul><ul><li>Voice - who will be blogging, writing styl...
Blog Post Types <ul><li>Educational </li></ul><ul><li>Call to Action </li></ul><ul><li>Tips </li></ul><ul><li>News </li></...
Generating a Blog Community <ul><li>Get off your blog </li></ul><ul><li>Link </li></ul><ul><li>Comment </li></ul><ul><li>B...
 
Anatomy of a Tweet Retweet Twitter Name Mention/Reply Shortened URL Hashtag Account Click to Reply/Retweet/Favorite Timest...
 
Building Your Twitter Community <ul><li>Use your profile to shine  </li></ul><ul><li>Provide value to your followers </li>...
 
Facebook Pages <ul><li>Offer interesting, shareable information  </li></ul><ul><li>Let people stay on Facebook – post phot...
 
LinkedIn <ul><li>Create a company page to provide information about your hospital </li></ul><ul><li>Create a group for sup...
 
YouTube / Online Video <ul><li>Set up your own channel on YouTube </li></ul><ul><li>Create short (1-2 minute) stories </li...
 
Location Based Networks – Foursquare, Facebook Places <ul><li>Claim your venue </li></ul><ul><li>Add helpful tips – e.g., ...
Social Media  Best Practices http://www.flickr.com/photos/waderockett/171688464/
Listen Photo: http://flickr.com/photos/yogi/1394932433/
Information Gathering via Social Media Monitoring http://www.flickr.com/photos/bionicteaching/3629084631/ <ul><li>RSS Feed...
What are People Saying About You?
Be Authentic Photo: http://www.flickr.com/photos/feastoffools/3584066855
Share Photo: http://www.flickr.com/photos/angela7/534883941/
Social Currency Photo used with permission: http://www.flickr.com/photos/gremlins666/2634168886
“… It’s only our own reactions that we have any kind of control over... I cannot stop other people from doing what they wa...
Be Relevant Photo: http://www.flickr.com/photos/brewedfreshdaily89/2824125234/
Engage in Two-Way Conversation Photo: http://www.flickr.com/photos/gw1/2666052624/
Be an Enabler <ul><li>Conversations </li></ul><ul><li>Sharing links/info </li></ul><ul><li>Passionate communities </li></u...
Find Your Fans Photo: http://www.flickr.com/photos/lafleur/1350302133/
Create Evangelists http://www.flickr.com/photos/charliecowins/2083851923/
Social Media Wiki Page http://nedra.wikispaces.com/cahhs11
Questions? Photo: http://www.flickr.com/photos/oberazzi/318947873/
<ul><li>Nedra Kline Weinreich </li></ul><ul><li>Weinreich Communications </li></ul><ul><li>www.Social-Marketing.com </li><...
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Tools and Tactics for Engaging Your Supporters with Social Media

Nedra Kline Weinreich
Weinreich Communications

Presentation
California Assn of Hospitals and Health Systems
Healthcare Volunteer Leadership Conference
February 23, 2011

www.social-marketing.com

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Tools and Tactics for Engaging Your Supporters with Social Media

  1. 1. Tools and Tactics for Engaging Your Supporters with Social Media Photo: http://www.flickr.com/photos/ebarney/3348965007 Nedra Kline Weinreich
  2. 2. Think Movement, Not Campaign
  3. 3. Community Photo: http://www.flickr.com/photos/mallix/2586969604/
  4. 4. Social media is word of mouth on steroids! Photo: http://flickr.com/photos/whyswomen/143360770/
  5. 5. What can you do with social media? <ul><li>Communicate </li></ul><ul><li>Converse </li></ul><ul><li>Connect </li></ul><ul><li>Collaborate/Co-Create </li></ul><ul><li>Consumer Research </li></ul><ul><li>Collect/Categorize </li></ul><ul><li>Collective Wisdom </li></ul><ul><li>Customize </li></ul><ul><li>Customer Service </li></ul><ul><li>Community </li></ul>
  6. 6. How Can Social Media Help You Do Your Job Better? <ul><li>Communicate with your staff/volunteers </li></ul><ul><li>Recruit new volunteers </li></ul><ul><li>Reach out to your community </li></ul><ul><li>Help patients and their families </li></ul><ul><li>Fundraising </li></ul><ul><li>Collaborate as a team </li></ul><ul><li>Stay on top of news and events related to your work </li></ul><ul><li>Network with other hospitals </li></ul>
  7. 7. Hospitals Are Adopting Social Media <ul><li>As of January 23, 2011: </li></ul><ul><li>906 Health Systems/Hospitals/Centers: </li></ul><ul><ul><li>448 YouTube channels </li></ul></ul><ul><ul><li>719 Facebook pages </li></ul></ul><ul><ul><li>674 Twitter accounts </li></ul></ul><ul><ul><li>106 Blogs </li></ul></ul><ul><ul><li>439 LinkedIn accounts </li></ul></ul><ul><ul><li>693 Four Square accounts </li></ul></ul>Source: Ed Bennett http://ebennett.org
  8. 8. Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/
  9. 9. Step-by-Step Strategy <ul><li>Goals/objectives </li></ul><ul><li>Target audience </li></ul><ul><li>Capacity </li></ul><ul><li>Tools and Tactics </li></ul><ul><li>Measure and Evaluate </li></ul>Photo: http://www.flickr.com/photos/pensiero/230717296/
  10. 10. What are Your Goals? http://www.flickr.com/ photos/kevinsteele/267451343/
  11. 11. Social Media Outcomes <ul><li>Listening and learning </li></ul><ul><li>Building relationships </li></ul><ul><li>Building awareness of your hospital </li></ul><ul><li>Improving reputation of hospital </li></ul><ul><li>Motivating supporters to spread the word </li></ul><ul><li>Increasing relevant visitor traffic/page rankings </li></ul><ul><li>Increasing numbers of volunteers/patients </li></ul><ul><li>Increasing volunteer/ </li></ul><ul><li>patient satisfaction </li></ul>Photo: http://www.flickr.com/photos/theparadigmshifter/85540112/
  12. 12. Magic T of Marketing (Steve Rubel) <ul><li>Mainstream media = REACH </li></ul><ul><li>Social media = DEPTH/ENGAGEMENT </li></ul>
  13. 13. Who Do You Want to Reach? .75&quot; .75&quot; .75&quot;.75&quot; http://www.flickr.com/photos/hamoid/317021961/
  14. 14. Slide Credit: wearemedia.org
  15. 15. Which Tools and Tactics Will Help You Reach Your Goals?
  16. 16. Tools for Tactics <ul><li>Listen </li></ul><ul><ul><li>Google Alerts, RSS readers, Twitter Search </li></ul></ul><ul><li>Converse </li></ul><ul><ul><li>Blog comments, Twitter, Facebook page </li></ul></ul><ul><li>Tell Your Story </li></ul><ul><ul><li>Blogs, Twitter, video/photo sharing, podcasts </li></ul></ul><ul><li>Help Supporters Tell Your Story </li></ul><ul><ul><li>User generated content, contests, social network apps, widgets </li></ul></ul><ul><li>Generate Buzz </li></ul><ul><ul><li>Social news (eg Digg), StumbleUpon, Twitter, FriendFeed </li></ul></ul><ul><li>Build Community </li></ul><ul><ul><li>Social networks, Twitter, tagging, gaming/virtual worlds </li></ul></ul><ul><li>Collaborate/Collect Information </li></ul><ul><ul><li>Wikis, social bookmarking, tagging </li></ul></ul>
  17. 17. Metrics for Social Media <ul><li>Web activity (pageviews, unique visitors, time on site) </li></ul><ul><li>Social actions (friends/followers, comments, active contributors, ratings, votes, groups) </li></ul><ul><li>Mentions (blogs, Twitter, etc.) </li></ul><ul><li>Survey results (KAB, relevance, credibility) </li></ul><ul><li>ROI = cost per action </li></ul>
  18. 18. Social Media Tools Photo: http://www.flickr.com/photos/somemixedstuff/839984821/
  19. 19. Choosing Your Tools Tool Audience Why They Use It What to Give Them Blog Peers, people interested in your hospital Learn more about the topic, get your perspective In-depth analysis, updates, insights Twitter People who want info/networking/ stimulation Meet interesting people, build relationships, news Provide value, give interesting things they can share Facebook People who want to be social with friends and family Keep in touch, express brand/cause affiliations Show their family/friends what they care about LinkedIn Professionals - colleagues in same field Professional networking, info sharing Help them do their jobs better, answer Qs YouTube People who want to see/experience the topic Entertainment, learning, visualization Stories of patients, staff, programs
  20. 20. Blogs
  21. 21. Issues to Consider <ul><li>Purpose </li></ul><ul><li>Audience </li></ul><ul><li>Voice - who will be blogging, writing style, team? </li></ul><ul><li>Resources - time, enthusiasm </li></ul><ul><li>Blog Management - comments, guidelines, calendar </li></ul><ul><li>Images - sources, copyright </li></ul><ul><li>Tracking - metrics, tools </li></ul>
  22. 22. Blog Post Types <ul><li>Educational </li></ul><ul><li>Call to Action </li></ul><ul><li>Tips </li></ul><ul><li>News </li></ul><ul><li>Commentary </li></ul><ul><li>How-to </li></ul><ul><li>Resources </li></ul><ul><li>Lists </li></ul><ul><li>Interview </li></ul><ul><li>Personal story </li></ul><ul><li>Ask a question, gather responses </li></ul><ul><li>Photo/video blog </li></ul><ul><li>Ongoing feature </li></ul><ul><li>Guest blogger </li></ul><ul><li>Event planning/recap </li></ul>
  23. 23. Generating a Blog Community <ul><li>Get off your blog </li></ul><ul><li>Link </li></ul><ul><li>Comment </li></ul><ul><li>Blog Roll </li></ul><ul><li>Participate </li></ul>Photo: http://www.flickr.com/photos/aakashtaniya/3228072526/
  24. 25. Anatomy of a Tweet Retweet Twitter Name Mention/Reply Shortened URL Hashtag Account Click to Reply/Retweet/Favorite Timestamp/Permalink
  25. 27. Building Your Twitter Community <ul><li>Use your profile to shine </li></ul><ul><li>Provide value to your followers </li></ul><ul><li>Follow people in your community </li></ul><ul><ul><li>Partners/supporters/patients </li></ul></ul><ul><ul><li>Use Twitter lists, WeFollow, local Twitter Search (search.twitter.com – advanced search) </li></ul></ul><ul><li>Reach out to followers – ask questions, have conversations </li></ul><ul><li>Retweet useful information from others </li></ul>
  26. 29. Facebook Pages <ul><li>Offer interesting, shareable information </li></ul><ul><li>Let people stay on Facebook – post photos, videos, etc. on page </li></ul><ul><li>Actively manage your community by encouraging comments, interaction </li></ul><ul><li>Give people a reason to “like” your page </li></ul><ul><li>When you have 25 “likes,” grab your alias URL (i.e., facebook.com/GeneralHospital) </li></ul><ul><li>Let your email contacts know about your Facebook page (“Tell Your Fans”) </li></ul>
  27. 31. LinkedIn <ul><li>Create a company page to provide information about your hospital </li></ul><ul><li>Create a group for supporters and employees to network </li></ul><ul><li>Answer questions relevant to your hospital’s priorities </li></ul><ul><li>Focus on professional networking, identifying funding/sponsorship contact, new employee hiring </li></ul>
  28. 33. YouTube / Online Video <ul><li>Set up your own channel on YouTube </li></ul><ul><li>Create short (1-2 minute) stories </li></ul><ul><li>Good audio is critical </li></ul><ul><li>Compelling content – emotional, interesting, funny, surprising </li></ul><ul><li>Viral is an outcome, not an attribute </li></ul>
  29. 35. Location Based Networks – Foursquare, Facebook Places <ul><li>Claim your venue </li></ul><ul><li>Add helpful tips – e.g., parking, cafeteria, gift shop, visiting hours </li></ul><ul><li>Monitor and respond to user comments </li></ul><ul><li>Consider ways to leverage badges (e.g., for blood donations) </li></ul>
  30. 36. Social Media Best Practices http://www.flickr.com/photos/waderockett/171688464/
  31. 37. Listen Photo: http://flickr.com/photos/yogi/1394932433/
  32. 38. Information Gathering via Social Media Monitoring http://www.flickr.com/photos/bionicteaching/3629084631/ <ul><li>RSS Feed Reader </li></ul><ul><li>Google Alerts </li></ul><ul><li>Blog monitoring </li></ul><ul><li>Twitter Search </li></ul>
  33. 39. What are People Saying About You?
  34. 40. Be Authentic Photo: http://www.flickr.com/photos/feastoffools/3584066855
  35. 41. Share Photo: http://www.flickr.com/photos/angela7/534883941/
  36. 42. Social Currency Photo used with permission: http://www.flickr.com/photos/gremlins666/2634168886
  37. 43. “… It’s only our own reactions that we have any kind of control over... I cannot stop other people from doing what they want to do. There is no control of others. I wonder how many people realize that.” -Geoff Livingston Photo: http://www.flickr.com/photos/flyzipper/132685095/
  38. 44. Be Relevant Photo: http://www.flickr.com/photos/brewedfreshdaily89/2824125234/
  39. 45. Engage in Two-Way Conversation Photo: http://www.flickr.com/photos/gw1/2666052624/
  40. 46. Be an Enabler <ul><li>Conversations </li></ul><ul><li>Sharing links/info </li></ul><ul><li>Passionate communities </li></ul><ul><li>Social support </li></ul>Photo: http://www.flickr.com/photos/sophistechate/2994734948/
  41. 47. Find Your Fans Photo: http://www.flickr.com/photos/lafleur/1350302133/
  42. 48. Create Evangelists http://www.flickr.com/photos/charliecowins/2083851923/
  43. 49. Social Media Wiki Page http://nedra.wikispaces.com/cahhs11
  44. 50. Questions? Photo: http://www.flickr.com/photos/oberazzi/318947873/
  45. 51. <ul><li>Nedra Kline Weinreich </li></ul><ul><li>Weinreich Communications </li></ul><ul><li>www.Social-Marketing.com </li></ul><ul><li>[email_address] </li></ul><ul><li>Phone 310.286.2721 </li></ul><ul><li>Twitter @Nedra </li></ul>Get in touch!

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Nedra Kline Weinreich Weinreich Communications Presentation California Assn of Hospitals and Health Systems Healthcare Volunteer Leadership Conference February 23, 2011 www.social-marketing.com

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