Talk given to the Media department at University Hospitals in Cleveland, OH

3. Digital strategies, integrated marketing & web sites for social good

5. Today we’ll:
• Explore social media engagement
• Learn how to tell on-brand stories
• Discuss social media listening and how to
measure success
• Oh, and have some fun.

6. Cool?
Let’s do this.

8. Digital
Engagement
Ecosystem
Social
Media
Display
Mobile
WebContent
Email
Paid
Search

9. Digital
Engagement
Ecosystem
Social
Media
Display
Mobile
WebContent
Email
Paid
Search

10. More than 40%
of consumers say that
information found via social
media affects the way they deal
with their health.
Source: Mediabistro

11. 30% of adults are likely to share
information about their health on
social media sites with other
patients, 47% with doctors,
43%with hospitals, 38%with a
health insurance company and
32% with a drug company
Source: Fluency media

12. 41% of people said
social media would affect their
choice of a specific doctor,
hospital, or medical facility
Source: Demi & Cooper Advertising and DC Interactive Group

13. 31%
of health care organizations
have specific social media
guidelines in writing
Source: Institute for Health

15. “
THE POWER OF STORYTELLING
The best and most beautiful
things in the world cannot be
seen or even touched. They
must be felt with the heart.
Helen Keller

21. SOURCE: http://www.lyquix.com/blog-and-news/new-year-s-resolution-smarter-social-media-campaigns

22. “Give me six hours to
chop down a tree and I
will spend the first four
sharpening the axe.
Abraham Lincoln
PLANNING & STRATEGY

30. Your social media brand
• Write a word or phrase on a green sticky that
you want people to feel when engaging with
your brand on social media
• Now write a word or phrase on a red sticky
that you don’t want people to feel when
engaging with your brand on social media
• Stick ‘em on the wall

32. Setting social media goals
What do you want to do?
• Build brand awareness
• Showcase expertise
• Engage with community
• Share health information
• ?????????
• ?????????
• ?????????
How will you accomplish it?
• ?
• ??
• ???
• ????
• ?????????
• ?????????
• ?????????

34. Create a social media persona
• Age
• Gender
• Education
• Occupation
• Family details
• Interests
• History with hospital
• Comfort with technology
• Social media preferences
• What you want them to do

36. Content strategy considerations
• Create a multi-channel editorial calendar
• Establish a consistent voice and tone
• Think about visuals
• Develop a publishing workflow
• Understand guidelines & governance
• Plan for crisis response

40. Working as a team
• Use tools to make collaboration easier
• Share content ideas
• Know how, where, and what you’ll post
• Delegate by shifts or networks
• Give everyone the right access
•Communicate, Communicate, Communicate.

42. “No, Watson, this was
not done by accident,
but by design.
Sherlock Holmes
CRAFTING & CURATING THE STORY

45. Best performing posts
• Facebook
– 40 characters or less
– No more than 2x day
• Twitter
– 100-115 characters
– Tweet “sweet spot” is 3x a day
SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images

46. Do’s & Don’ts
• DO ask questions
• DO be responsive
• DO connect on a human level
• DO be clever
• DO know what works on each channel
• DON’T be polarizing but…
• DON’T shy away from controversial or
difficult topics
• DON’T be the firehose
SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images

48. Images ARE content
• Back up & add depth to your message
• Show statistics or data
• Go above and beyond the written content
• Keep it simple (not simplistic)
SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images

49. Beyond photos
• Quotes
• Stats
• Infographics
• Illustrations
• Type Treatments
• Animated GIF
• Videos

50. SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images

51. SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images

52. SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images

53. SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images

54. SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images

55. What makes it “sharable”?
• Emotion
• Relevance
• Colors
• Typography
• Hashtags and Text
SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images

56. Emotional drivers
• Admiration
• Interest
• Serenity
• Amazement
• Astonishment
SOURCE: https://hbr.org/2013/10/research-the-emotions-that-make-marketing-campaigns-go-viral/

57. Embrace consistency
• Use brand guide as a starting point for
developing a social media style
• Use the same font families, styles and weights
on all your posts
• Identify a color palette & stick to it
• Use logo/hashtag/slogan to brand posts
BUT don’t let it paralyze you.

58. Create visual impact
• Be different; Stand out from your competitors
• Always be contextual to the topic
• Less is more
• Select a bold, clear image
• Use powerful & readable typography
• Contrast is key

60. FB: Shared link/image
• Recommended upload size of
1,200 x 627 pixels.
• Square Photo: Minimum 154 x
154px in feed.
• Square Photo: Minimum 116 x
116 on page.
• Rectangular Photo: Minimum 470
x 246 pixels in feed.
• Rectangular Photo: Minimum
484 x 252 on page.
• Facebook will scale photos under
the minimum dimensions. For
better results, increase image
resolution at the same scale as
the minimum size.
SOURCE: http://sproutsocial.com/insights/social-media-image-sizes-guide/

61. TW: In-stream image
• Minimum to appear
expanded 440 x 220
pixels (a 2:1 ratio)
• Maximum to appear
expanded 1024 x 512
pixels.
• Appears in stream
collapsed at 506 x 253
pixels.
• Maximum file size of 5
MB for photos, and 3 MB
for animated GIFs.
SOURCE: http://sproutsocial.com/insights/social-media-image-sizes-guide/

62. SOURCE: http://www.socialmediaexaminer.com/optimize-images-across-social-networks/
One Size Fits All?

63. SOURCE: https://docs.google.com/spreadsheets/d/1IpTYTTMJLcSXcPDtW9zSbPBHQyRdrLfKERohGIIkE_Q/edit#gid=476246499

64. Publishing
• Selecting the
appropriate channel
• Quality vs quantity
• Best day/time
• Editorial calendar
• Tracking links: URL
Builder
• Using a social
media dashboard

65. SOURCE: http://www.lyquix.com/blog-and-news/new-year-s-resolution-smarter-social-media-campaigns

66. SOURCE: http://www.quicksprout.com/2015/01/02/what-are-the-best-times-to-post-on-social-media/

67. SOURCE: http://www.quicksprout.com/2015/01/02/what-are-the-best-times-to-post-on-social-media/

69. “The most valuable
commodity I know of
is information.
- Gordon Gekko
LISTENING & MEASURING

71. Social media monitoring
• Informs & amplifies your brand reach
• Helps you find pertinent healthcare conversations.
• Gives you an opportunity to contribute your expertise.
• Guides you to key healthcare influencers and opinion
leaders.
• Provides you with deeper insights into what your
healthcare community needs.
• Improves customer service.
• Helps you to respond and resolve issues in real time.

76. What to measure
• Follower counts
• Clicks
• Reach
• Likes, shares
• Interaction w/users
In other words, your brand engagement.

77. How to measure