This presentation "How Can You Use Social Media to Communicate with Customers?" was produced for a group of health care professionals to share social media insights and recommendations at a top level. The compact presentation was delivered in a 20 minute keynote address. The audience was primarily B2B service line marketers. For more information, contact Heather Gjerde: hi@heathergjerde.com.

1. How Can You Use Social Media
To Communicate Better With
Customers?
Heather Gjerde
Social Media Specialist

2. 2
Reasons to Consider
Social Media Marketing

3. Over 70% of U.S. online adults use some
form of social media networking.
(source: Heidi Cohen)
71% of internet users are on Facebook.
(source: Pew Research)
3
Social Media Stats

4. 85% of B2B buyers believe companies should
present information via social networks.
(source: Iconsive)
And yet – only 20% of CMOs leverage social
networks to engage their customers.
(source: Marketing Land)
B2B content matters. 57% of a typical purchase
decision is made before a customer even talks to
a supplier.
(source: Corporate Executive Board)
4
B-2-B Social Networking Stats

5. B2B companies that blog generate 67% more
leads than those without blogs.
(source: Social Fresh)
LinkedIn is the top social network for B2B
marketing. 83% of marketers say they prefer to
use LinkedIn for distributing B2B content, and
more than half of vendors say they have
generated sales through LinkedIn.
(source: Real Business Rescue)
5
B-2-B Social Networking Stats (continued)

6. The top two benefits of social media marketing are increasing
exposure and increasing traffic to your website.
(source: Social Media Examiner)
6
Social Media Marketing Benefits

7. 7
Tips to Get Started

8. Before diving into social media, it’s important to identify your
business goals to understand where to best focus your efforts.
Sample goals:
•Lead generation to your website.
•Grow online community, engagement.
•Recruit talent.
•Share company-related news.
•Connect with potential customers and/or partners.
8
Getting Started

9. The next step is to define your target audience for a better understanding of
where and how they will consume your content.
For instance: If your target audience is men, ages 30-64, they are more
likely to be on LinkedIn than any other social channel. (source: Pew Research)
9
Understanding Your Target Audience

10. 10
Understand Your Options

11. Once you determine your business goals for participating in social media,
it’s time to select which social media channel(s) to use.
Channel recommendations based on the sample business goals:
•Increase leads to website: Google+, Twitter, Facebook, LinkedIn, Pinterest.
•Grow online community and engagement: Facebook, LinkedIn.
•Recruit talent: LinkedIn, Twitter.
•Share company-related news: Twitter, LinkedIn, Google+.
•Connect with potential customers and partners: LinkedIn, Twitter.
11
Channels to Consider

12. Scripps Health is social (you can be, too!)
Here’s where we currently have an active social media presence:
12
Scripps in Social Media

13. 13
Best Practices

14. A few social media best practices to consider:
•Update Frequently – Strive for several Tweets daily, 5-9 Facebook/Google+ posts weekly.
•Engage and Interact – Social media channels are not billboards. Reply to comments and
questions and look for engagement opportunities.
•Use Tools – Download third-party apps to your mobile device such as HootSuite or Buffer to
pre-schedule content and easily monitor engagement on-the-go.
•Find and Follow – Follows those who engage with you often back on Twitter and Google+
and connect with people you know on LinkedIn. Hook up your email for suggestions.
14
Social Media Best Practices

15. Best practices continued:
•Join Conversations – Symplur hashtag project is a great tool to discover health-care
focused conversations using hashtags.
•Utilize Twitter Lists – Create curated groups of other Twitter users placed into categories.
Lists make Twitter much easier to sort through.
•Educate, Entertain and Empower with Content – Ask yourself if your content meets one of
these three qualifiers. If not, don’t share it (and don’t waste your time creating it).
•Let People Know You’re on Social Media – Include links to your social channels in email
signatures and on your website so visitors know where to find you.
15
Social Media Best Practices (continued)

16. Before you get started, consider the following:
•Try not to follow too many people at once or auto-follow users.
•Don’t set up auto-replies or auto-DMs.
•Refrain from buying followers, which could compromise your account (spam).
•Do not talk only about yourself – share industry news and other users’ posts.
•Don’t ignore questions or mentions. Acknowledge your followers.
•Try not to repeat exact posts. Change up the message.
16
Precautions

17. 17
Questions?

18. 18
Contact:
Heather Gjerde
Gjerde.Heather@scrippshealth.org
Twitter: @LilMsSociable