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Leadership Anderson 2013 - Digital Media Presentation
- 2. WHY USE SOCIAL MEDIA?
- 3. 57% of people indicated a social media connection with a hospital has a strong impact on their decision to seek treatment. Consumers’ Use, Preference and Expectations of Hospital Social Media - YouGov Research, July 2011
- 4. 81% of consumers believe that if a hospital has a strong social media presence, they are likely to be more cutting edge, creating a halo effect. Consumers’ Use, Preference and Expectations of Hospital Social Media - YouGov Research, July 2011
- 10. MAY 2007 JUNE 2009 OCTOBER 2011 iPhone iPhone 3GS iPhone 4S JULY 2008 JUNE 2010 SEPTEMBER 2012 iPhone 3G iPhone 4 iPhone 5 MARCH 2010 iPad MARCH 2011 iPad2 MARCH 2012 iPad3 NOVEMBER 2012 iPad4/iPad mini 6.30.2013 1.1.1995 AUGUST 1995 JUNE 1998 OCTOBER 2001 11.30.2006 JULY 2009 OCTOBER 2012 Windows 95 Windows 98 Windows XP Windows Vista Windows 7 Windows 8 9.11.2011 President William J. Clinton President George W. Bush President Barak H. Obama APRIL 1995 2000 JANUARY 2004 JULY 2005 JULY 2006 DECEMBER 2010 OCTOBER 2012 America Online Digital Broadband Facebook YouTube Twitter Facebook– Facebook– Available 400 Million Users 1 Billion Monthly Users 1995-2004 2004-2013 Slower Adoption Cycles Rapid Adoption Cycles (fueled by ubiquitous digital access)
- 11. FORMULA FOR SUCCESS • Understand the audience on different channels • Focus on the content • Follow the rule of 70 listen/20 share/10 self-promote • Manage in teams for cross collaboration • Include stakeholders often • Measure analytics to validate time, energy and effort
- 12. 1 UNDERSTAND YOUR AUDIENCE
- 21. 2 FOCUS ON THE CONTENT
- 22. CONTENT GOALS? • Inform • Appointment • Educate • Physician Alignment • Comments • Reviews • Sign-ups • Thought leadership
- 24. WHO SHOULD CREATE CONTENT?
- 25. SUCCESS? • Prior experience • Manager support • Don’t make it always about • Make it part of a larger plan text • Make it exclusive • Ongoing support • Tie content to the larger • Report back marketing plan • Make them a big deal • Beflexible/decide when good enough is good enough
- 26. 3 FOLLOW THE RULE OF 70/20/10
- 27. • 42 Minutes to listen and research • 12 Minutes to share what you find • 6 Minutes to promote relevant knowledge you have
- 28. THE 70: THE FIRST 42 • Market intelligence • Identification of best practices and trends • New connections • Answers to questions •A custom news feed
- 29. THE 20: THE SECOND 12 • A retweet or modified tweet • Sharing on Facebook • Commenting on a blog • A repin on Pinterest • Posting to groups on both Facebook and LinkedIn • Commenting on Facebook and LinkedIn updates/questions
- 30. THE 10: THE FINAL 6 People do business with those they trust. Build trust first.
- 31. 4 MANAGE IN TEAMS FOR CROSS COLLABORATION
- 32. WHO IS ON THE TEAM? • HR • Facilities • Recruitment • Leadership/ Executive • Risk • Marketing • Administration • IT
- 33. COLLABORATE ACROSS ORGANIZATION
- 34. 5 MEASURE ANALYTICS TO VALIDATE TIME, ENERGY AND EFFORT
- 35. IDENTIFY WHAT TO MEASURE
- 36. VOLUME • Number of visitors • Time on site • Number of fans • Number of followers • Page views • Impressions
- 37. ENGAGEMENT • Retweets • Form completion • Repins • Seminar registration • Comments • Review submission • Likes on posts
- 38. via @chrisboyer
- 39. EXAMPLES
- 42. EMT RESULTS • Average Time on Page - 6:30mins • 1,123 Unique Visitors/Pageviews • 94 additional “Likes” on Facebook • #EMTop - 50 real time tweets, 88k impressions, reaching 9600 followers
- 43. POWER OF THE BLOG
- 53. SERRUS REPORT • 2012 Web Traffic - 12K with 38K Actions • 2013 Web Traffic - 3300 Uniques at 45 days • Increase of 175 Twitter Followers in 6 Months • Facebook Reach is 98K
- 55. #ECOPLOSION REPORT • Sold Out Exclusive Event at CU-ICAR (300 People) • 187 total streams w/ 29 minutes average time watched • 45K Impressions via Twitter using #Ecoplosion • 17K Followers Reached using #Ecoplosion
- 56. QUESTIONS?