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Social Media in 15 Minutes at Netsmart Connections 2010

Bill Balderaz, of Webbed Marketing, presents Social Media in 15 Minutes at Netsmart Connections 2010.

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Social Media in 15 Minutes at Netsmart Connections 2010

  1. 1. Social Media in 15 MinutesNetsmart Connections 2010<br />April 15, 2010<br />Confidential discussion draft.<br />
  2. 2.
  3. 3. Social Media Creates Value<br />Technology plus social interaction creates value.<br />(Duct Tape Marketing) <br />
  4. 4. Benefits for Us<br /><ul><li>Efficiently market system services
  5. 5. Create a support network
  6. 6. Engage advocates
  7. 7. Learn from clients, physicians and community
  8. 8. Evolve as ecosystem evolves</li></li></ul><li>Audience Targets<br />Together, we seek better outcomes.<br />Patients/clients<br />Employed and Affiliated Professionals<br />Employees <br />Media<br />Key Stakeholders<br />
  9. 9.<br />About<br />Twitter is a community of friends and strangers from around the world sending updates about moments in their lives in 140 characters or less.<br />Twitter names/accounts/handles have to be 15 characters or less<br />100 million users<br />Adoption among influencers<br />Why<br />To connect with patients, competitors, pitch stories to the media, industry experts and listen to relevant conversations. Content is “teasers” to drive them to content on Facebook, Web site, YouTube, blog posts, etc.<br />
  10. 10. Twitter Conversations<br />
  11. 11. Monitoring & Staffing Twitter<br />Set up alerts on keywords<br /><ul><li> (agency name, “substance abuse” “public health”)</li></ul>Set up CoTweet account to monitor – can route inquiries (direct messages) to emails<br />One person monitors account and conversations<br /><ul><li> Can acquire help on responses</li></ul>One person posts main content 3-4 times a week <br />Time: 15-20 min a day if content calendar built<br />
  12. 12. Facebook Conversations<br />
  13. 13. Facebook Audiences<br /><ul><li>Community organizations
  14. 14. General public
  15. 15. Clients (current and previous)
  16. 16. Local and national media
  17. 17. Healthcare organizations
  18. 18. Nurses & physicians
  19. 19. Search on keywords “substance abuse” etc.</li></li></ul><li>Facebook Management Tools<br />Facebook is best managed directly<br />TweetDeck, a Twitter desktop application, allows you to post to your Facebook Wall and monitor conversations within your network - but can’t do everything<br />HootSuite, a multi-person desktop management tool for Twitter, allows some updating functionality<br />
  20. 20. Frequency of Facebook Posts<br />Facebook Newsfeeds are what people see when logging into their Facebook page. The more an agency posts to their page, the more chances the agency has of being seen by their network<br />Post to Facebook at least2-3 times a week. Daily is better<br />
  21. 21. Video is the fastest growing type of content<br />YouTube is considered a search engine (and the second fastest growing!) <br />Three main video networks for sharing<br />
  22. 22. Length restrictions by video network:<br />YouTube: 10 min<br />Vimeo: no restriction<br />Facebook: 20 min<br />
  23. 23. Video Recommendations<br /><ul><li>Create one Channel on video networks to benefit from views. The more views, the higher it appears in search results
  24. 24. Complete all fields when uploading videos such as description, title, URL. Use keywords
  25. 25. Add a call to action at end of videos. Web site address, phone number…
  26. 26. Make playlists by category – News, Health, Community, Prevention
  27. 27. Use “chapters” in the videos if they are long
  28. 28. Can use YouTube for almost everything. Embed videos on Facebook instead of using their player. Use Vimeo if video is long and embed on the Web page or Facebook.</li></li></ul><li>YouTube Content<br />News clips<br />Education videos<br />Facility fly-thru videos<br />Event videos<br />Interviews<br />Client testimonials<br />
  29. 29. YouTube Monitoring & Staffing<br />Administrator can monitor comments – sent to email<br />One person should monitor the Channel and able to respond quickly (within 24 – 48 hours)<br />
  30. 30.<br />About<br />LinkedIn networks 10 million pros in 130 industries<br />Your network consists of your connections, your connections’ connections, and the people they know, linking you to thousands of qualified professionals<br />
  31. 31. Why<br />Find employees, service providers, subject experts, and partners who come recommended<br />Be found or validated for funding opportunities<br />Post and distribute job listings to find high-quality passive candidates<br />Get introduced to others through people you know<br />
  32. 32. LinkedIn<br />
  33. 33. Getting started on LinkedIn<br />HR and recruiters build profiles and start connecting with professionals<br />Be transparent<br />Use relevant keywords in the profile<br />Find relevant healthcare groups on LinkedIn <br />By service lines, healthcare IT, HR, physicians<br />
  34. 34. Rating Sites<br /><br /><br /><br /><br /><br /><br />
  35. 35. Rating Sites<br />Be careful! Some of the rating sites are how much money you spend on advertising or listing.<br />Rating sites seem to rank well on keyword searches<br />Because they are visible, important to monitor the ratings<br />Can build profiles on main networks<br />
  36. 36. Linking Social Networks<br />Tying social network content together can be beneficial. Feeding multiple networks expands reach. <br /><ul><li>Link Twitter with Facebook and a LinkedIn profile.
  37. 37. Note: Cannot link Twitter to a LinkedIn Group
  38. 38. Set up Selective Tweets on Facebook to auto-post as Facebook News Feed status updates. Use hashtag #fb at end to post
  39. 39. Post longer content a few times weekly just to Facebook - events, photos, videos, notes, links and to respond to fan comments
  40. 40. Twitter can link to LinkedIn profile to update status. Choose updates for profile status using #in hashtag at end of tweet
  41. 41. A LinkedIn group must be logged into and the content added manually. Groups can host discussions, news links, job postings </li></li></ul><li>Free Monitoring Tools<br />Google Alerts<br />TweetBeep<br />Social Mention<br />WhosTalkin<br />
  42. 42. Integrating Into Mix<br />
  43. 43. Integrating Into Mix<br /><ul><li>Determine the overall marketing goal and strategy
  44. 44. Identify audience - Are they online? What are they saying?
  45. 45. Set campaign metrics
  46. 46. Select tools (email, direct mail, paid, earned, social, other)
  47. 47. Work with service lines on message, deliverables, approvals
  48. 48. Identify who owns social media components and monitoring
  49. 49. Develop editorial calendar that highlights the message, audience, channel (email, Facebook, Twitter….)
  50. 50. Create or adapt channel-specific content and creative
  51. 51. Monitor, evaluate, adjust</li></li></ul><li>Summary<br /><ul><li>Update and add content to current social networks
  52. 52. Build social media team to guide strategy
  53. 53. Dedicate time to social media</li></ul>Update and revise policy and staff education <br />Test 1-2 applications <br />Migrate from ‘broadcast’ to ‘dialog’<br />Identify applications to benefit internal needs<br />
  54. 54. Questions & Comments<br />Bill Balderaz<br /><br /><br />Twitter: @bbalderaz<br />