View
9.393
Download
1
Embed Size (px)
DESCRIPTION
EVENT: Puget Sound AMA June Healthcare Luncheon, June 24, 2009 CONTENT: This presentation discusses cultural shifts and crumbling trust that makes marketing less effective than in the past. In order for marketers to be successful in an era of the empowered consumer, we need to recognize that our profession has changed and that social tools present an opportunity to build trust with prospects necessary to convert. Thanks to all for coming out!
Citation preview
Why healthcare marketing MUST GO SOCIAL
PHOTO: FLICKR @JOE NANGLE
ERIC WEAVER Brand Dialogue
Tribal DDB!
#hcsig#hcsig
Today: social marketing & healthcare1. Why social marketing?
2. Strategies and tactics
3. Is there an ROI for social marketing?
4. Q&A
How many of you are on Twitter? Facebook?
If you’re one of those types…our hashtag is #hcsig
Chances are…
Frequently-asked questionsIs this a fad?Do social marketing efforts actually work?The conversation seems so shallow, so meaningless. I’ve got a brand to build and numbers to hit: whose got time to tend to all these social media efforts?
Let’s take a step back and look at the business of promoting one’s brand.
This practice of Marketing
A trillion-dollar industry150 years of refinementTell, tell, TELL! In as many places and as often as possible.Entire industries built around channel toolsBuzzword bingoJob security = efficacy at:
StorytellingIntrusion/interruptionRetention via repetition
ADVERTISER VS. CONSUMER: http://www.youtube.com/watch?v=heSudg‐tfIk
ESCAPE: Consumers flocked to social networks to find like minds & shared interests—not products or pitches.
“Oooh, yummeh!!”
Whither the outbound voice?
US Ad Spend Plunges 14.2%; Only Online Posts Growth
SOURCE: TNS Media Intelligence
SO WHAT DOES THIS MEAN?
Four major cultural changes are killing monologue and spurring dialogue.
Change #1: trust has been shattered.
Change #2: customershave changed.
Attention-deficitFragmented by niche interestsFeeling time-starved
Girl Scouts merit badgeCell phone in the john
Distrustful of advertisingSpoiled by customization and media options
“Snack-media” consumers
They are empowered!SEARCH lets consumers find people, products, information and media of interest & relevanceEXPRESSION through blogs, podcasts, opinion sites, online communitiesSHARING items of value or interest – globally
Items they love…. and hate
WHICH MEANS:To get what they want,
consumers generally don’t need marketing, advertising or PR.
MARKETERS
MEDIA
EMPLOYEES
CUSTOMERS
BLOGGERS
TRADE ORGS
ANALYSTS
INVESTORS
GOVERNMENT
Change #3: the new
cacophony.
Change #4: people now turn to peers.In chaos, people look to peers for
recommendations.
They do this when:Risk is higher
More choices to review and filter
They have less time to research
PEERS are the most credible people providing company/product info
47%believe what “a person like me”says about an organization
How many think advertisers and marketers are credible?
13%SOURCE: 2009 Edelman Trust Barometer
56% of those aged 35-64 and 63%aged 25-34 were “likely to share their opinions and experiences about companies they trust or distrust on the web.”*
*SOURCE: 2008 Edelman Trust Barometer
Peer recommendation isn’t just influential. Trust and distrust are widely shared.
And trust drives preference.
91% of the informed public chooses to buy from companies they trust.
77%refuses to buy from companies they distrust.*
*SOURCE: 2009 Edelman Trust Barometer
The bottom line:Trust drives transactions.
FLICKR @POWERBOOKTRANCE
IT’S ABOUT PROSPECTS TRUSTING
YOU.
Growing your revenue isn’t about
how clever, elegant, or loud you are.
It’s not about the tools, differences in
generations, nor Ashton or Oprah.
And it’s not about the changes in how you
promote your offering.
FLICKR @POWERBOOKTRANCE
YOU NEED A TRUST
STRATEGY.
So you don’t need an advertising
strategy.
You don’t need a social media
strategy.
And you certainly don’t need a
“Twitter strategy.”
Part II:Strategies & Tactics
Strategies to build and spread trustHow do I minimize trust killers?
BE FOUND OR REFERRED, rather than interrupting one’s search.DEMONSTRATE VALUE, don’t just talk about it.
How do I build trust with prospective customers?DEMONSTRATE INTELLECTUAL CAPITALDEMONSTRATE A VISION for this profession or this market.SHOW THAT OTHERS TOOK A CHANCE and benefitted.SHOW THAT YOU’RE TRUSTWORTHY, ethical, easy to deal with.
How do you empower others to spread their trust in your offering?
GIVE CUSTOMERS A VOICE.AMPLIFY THEIR TESTIMONIALS.MAKE SHARING YOUR VALUE EFFORTLESS.
THOUGHT-STARTERS
Social marketing applicationsBLOGGING
Industry-related “found items”Design trends and insightsCEO media/investor relations
MICROBLOGGING (Twitter) Timely insightsBlog awarenessEvent awarenessCommunity-building
VIDEO (one-off or vidcasts)How-to’sPersonality piecesCompany storytellingHumor
WIDGETSContent distribution/sharing
AUDIO (podcasts)StorytellingThought leadershipTestimonialsSensory branding
WIKISEvent planningProduct developmentShared learningsDistributed work-in-progress
SOCIAL & TOPICAL NETWORKSBrand awarenessCommunity/CSR discussionCommunity buildingFeedback/testing/trials
DOT‐COM SITEDOT‐COM SITE
Integrated Traditional/Social Marketing Mix
AMAZONAMAZONS T O R Y T E L L I N G
FACEBOOK FAN PAGE
FACEBOOK FAN PAGE
SEO RECIPES
COMPANY BLOG (IP)
BRANDED SITE
EXTERNAL MKTG‐MANAGED PRESENCE
EXTERNAL THIRD‐PARTY SITE
TRADITIONAL MEDIA/PR
HELPFUL RESOURCES
COMMENTS
RETAILRETAIL
ONLINE SAMPLING
TOPICAL COMMUNITIES: IP, HELPFUL TIPS
TOPICAL COMMUNITIES: IP, HELPFUL TIPS
PRINTPRINT
OUTDOOROUTDOOR
PRODUCT LAUNCH MICROSITE
PRODUCT LAUNCH MICROSITE
ONLINEONLINE
EVENTSEVENTS
E‐COMMERCE PARTNERE‐COMMERCE PARTNER
EXTERNAL BLOGS: IP, HELPFUL TIPSEXTERNAL BLOGS: IP, HELPFUL TIPS
YOUTUBE CHANNEL: STORYTELLING, IP
YOUTUBE CHANNEL: STORYTELLING, IP
PRPR
SAMPLING PGMSSAMPLING PGMS
Additional tools and tacticsBlogger engagement
Can build awareness, strengthen credibility
Must be done carefully
Conversation monitoringProvides insights into consumer desires, behavior to better drive business goals
Social-media-powered events“Tweetups”
Blogger Engagement “Guardrails”Positive Posting
Decide if you want to agree with the poster, compliment them, orleave it alone.
Negative PostingIs the site dedicated to bashing? Is the post a rant, rage, joke or satirical?
Are there errors?Decide if you want to send a polite correction on that board.
Is this posting because of a negative customer experience?Decide if you want to try to fix their experience.
Blogger Engagement “Guardrails”No Matter What
Let others know you’re with your company.
If you quote facts, include links, imagery, or references.
Take the time to create a strong, positive response. Don’t rush.
Use a tone that reflects highly on the organization.
Spell- and grammar-check!
Decide if this is a strong influencer or not, and dedicate your time accordingly.
Conversation monitoringLion’s share can be automated
Blogpulse.com, Google Blog Search, Technorati
Efforts can be coordinated/reported by interns
Specialized tools can report on sentiment, motivation and topic trending
Radian6, Sentimine, MotiveQuest
Challenge/high cost is due to human sorting (spam vs. ham)
Where’s the healthcare industry compared to others?
Consumer-generated health content is among the most trusted , yet many providers can’t talk products outside regulatory approval
Regulation makes consumer-generated content risky, requires more review
Lagging behind CPG, auto
Far ahead of banking/financial services
The good newsConsumer-generated content and connection in the health arena is centered around FEAR, LOVE and HOPE: the largest drivers of meaningful, emotive connection.
Procter & Gamble discovered this in their early social efforts, when it became clear the conversation was centered around issues, not products.
MAKING THE MOVE TO SOCIAL MARKETING
More questionsWhat if my brand is being trashed in the blogosphere?
Set guidelines before getting into the water
React with honesty, transparency, advocacy
What if I don’t get any traffic?Consider the content you are posting as well as venues
Is it interesting? Is it easily referred to others?
Is it an example of consumer advocacy?
What if the boss is demanding eyeballs and orders?Help them use new channels to truly understand customer desires and tweak the offerings… not to merely validate some existing strategy
How others are using social marketing
PAGE 36
P&G: BeingGirlcommunity – problem vs. product approach generates 4x sales increase over ads
PAGE 37
J&J YouTube Channel:averaging 7,000 views/mo
Mayo Clinic Facebook Fan Page: marcom and testimonials
MAYO CLINIC’S TOP SOURCE FOR PREFERENCE-INFLUENCING INFO: WORD OF MOUTH (84%) –ADVERTISING (27%)
MAYO TOP-OF-MIND PREFERENCE AMONG US CONSUMERS IS NEARLY 4X NEXT COMPETITOR.
PAGE 39
Mayo podcasts: 1-3 minute videos, audio podcasts
PAGE 40
Mayo Clinic “Wordle”: visual look at areas of interest
WORDLE.NET
Cleveland Clinic Facebook Fan Page: tips for a healthy life
What not to do: create a product ghost town to promote your local business
PAGE 43
Great to see local firms using social media!
MORE FOOD FOR THOUGHT
The changing landscape requires a change in how you present yourself.
It’s not “a fad”It’s newfound power and choice for everyone.
It’s not “shallow, fake connections”It’s a shift in how you connect with prospective customers who are time- and attention-starved.
It’s not “one more thing to do”It’s a shift in how and where you dedicate your time and energy in promoting your business.
Consider your lens.Boomers/Tweeners
Trained in formalitiesDon’t offend anyoneBe the most acceptable to the largest number of peoplePrivacy highly valuedInterested in tech functionality but often overwhelmed by speed of changeDon’t do well with chaos
Gen X/MillenialsFormalities ignoredMore interested in finding those with like minds than worrying about turning off othersLess privacy means more ability to be foundDigital natives – tech is ubiquitous and easyHave grown up with “random” behavior
Part 3: ROI
ROI for social media still a challengeEasy to measure on-site activity
But no way to measure user path to destination sites
Incentive on Twitter is reposted on Facebook, seen by a friend, and then blogged. RSS feed is aggregated, then seen by a handraiser. Which presence generated the lead?
Some typical metricsNumber of video views or podcast downloads
Blog postings, comments, shares and ratings
Corporate priority areas discussed in online conversations and conversation frequency
Key message coverage, when appropriate, Including comparison to competitive messages, opposing views
Marketers can use tools toMeasure perceptual changes (can be subtle)
Measure one of coverage/overall favorability
Analyze audiences: who’s engaging? Which topics are being discussed?
Determine behavioral trends to help influence planning and benchmarking
Final thoughts
When in the online social space…MONITOR THE DIALOGUE. Listen daily. React quickly to curtail doubt.
COMMIT TO YOUR CONTENT. Once you begin blogging/podcasting, commit to providing regular, timely and valuable updates. Do not let your content become stale.
MAINTAIN PROPER EDITORIAL AND TECHNICAL SUPPORT. The content is an expression of your firm. Ensure that content is well-written and properly edited, and that the site will maintain acceptable uptime.
PROMOTE OPEN, HONEST DIALOGUE. Straight talk is important. Text can often be misunderstood. Be consistently plain and truthful.
When in the online social space…ACCEPT THE GOOD WITH THE BAD. Some comments will be gushing withpraise; others will feel like a punch to the gut.
DON’T BE TIMID. When encountering a detractor, do not back down. Silence is often perceived as a sign of guilt.
SET UP GUARDRAILS. Set and stick to brand boundaries – rules of engagement in open conversation
NO NEED FOR CONSTANT ANSWERS. If talk is within the boundaries, leave it alone! This isn’t about control as much as it is confidence.
MINIMIZE LEGAL INTERVENTION. Make sure legal guidelines are wellunderstood but don’t run every post through the Legal Department. The posts will carry an overly cautious tone that will invite suspicion.
Creating internal alignmentArm management with knowledge of trends, case studies
Show examples of low $ investment, high buzz/WOM value
Make sure you have brand and message benchmarks to start withWhat are you coming to the party with?
Market needs something to react to
Present a strategy to engage customer base without pandering to them
No Twitter for Twitter’s sake
With social marketing, everyone wins
Marketers can more fully engage markets, have customers become advocates, show innovation, forward thinking, extend brand without increasing marketing spend
Content appears in more channelsLives on your sites, on enthusiasts’ sites, on cell phones, PSPs
Inexpensive market test compared to traditional marketing efforts
Co-created brands can have additional “enthusiast inertia”
The takeaway: TRUSTRethink your entire marketing approach from a prospective of trust and with a wider lensBuild trust by being found, providing value, demonstrating knowledge and trustworthinessUse social marketing to leverage the existing trust already established between peers, rather than trying to buy new trust
THANK YOU.slideshare.net/weave
twitter.com/weave
branddialogue.com
edelman.com/trust