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This presentation covers the principles of using online social networks or social media marketing engagement to help with health promotion. This presentation is aimed at NHS health promotion, communication and PR Managers. Call us on 01482 223866 or visit www.eskimosoup.co.uk for a free two hour workshop.
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Online Social Media
and the
The Aim of the Workshop
This workshop introduces:How we can communicate messages efficiently
Provide information very quickly
Allow participation
Monitor the web and dispel rumour mongering
Be part of online conversation
Reach target markets that are no longer susceptible to traditional communication methods
Creating communities
This is NOT traditional Marcomms
This is
Pull Communication
Dialogue between the NHS and its customers
Reach target markets
no longer
susceptible to traditional methods
Information is being searched for in different ways:•We expect honest and transparent information (no spin)
•We expect to comment and add to content
•We expect to read comments, reviews and ratings
•We expect to subscribe to information
We expect to use the internet differently now
SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE
TECHNOLOGY, SOCIAL INTERACTION, AND THE
CONSTRUCTION OF WORDS,
PICTURES, VIDEOS AND AUDIO
“Social mediais people havingconversations online.”
UK Internet Usage
71%
Universal McCann: Power to the People Social Media Tracker, Wave 4http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4 Mintel: Social Networking Across the Age Gap - UK - February 2009
Age
15-24 85%
24-34 83%
35-44 84%
45-54 77%
55-64 72%
65+ 30%
Universal McCann: Power to the People Social Media Tracker, Wave 4http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4
64% of the UK are using an online social network
Usage of Social Networks by Age
April 2008 January 2009
Mintel: Social Networking Across the Age Gap - UK - February 2009
• “Social networking is benefiting from
older, wealthier consumers becoming internet-enabled.
• As a result, we will be likely to see a slew of new social networking sites aimed at older consumers in the near future”.
Mintel: Social Networking Across the Age Gap - UK - February 2009
How many social media websites are there?
• Choose the right social media tools for you
Share slides and documents
100m Videos 2nd largest search engine
79% have watched
video content online
Universal McCann: Power to the People Social Media Tracker, Wave 4http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4
70% have uploaded photos
Universal McCann: Power to the People Social Media Tracker, Wave 4http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4
Social Bookmarks
A blog is like an electronic Diary or notebook that the world can read
200,000,000 blogs
Wiki = Quick in Hawaiian
Studies show it is as accurate if not more than Britannica
Almost 13m Articles
WiKis
Jan 2010 18m accounts registered
Online social networks
64% of us in the UK have joined
1 out of 300 website click throughs come from twitter
We don’t always find information using Google
Micro-blogging
www.nhsUnlocked.org
Reputation Aggregators
Monitor and Subscribe
June 8, 2009 article from Marketing Vox and Nielsen BuzzMetrics SES Magazine entitled:Turning Blogs and user-Generated Content Into Search Engine Results, Chris Aarons, Andru Edwards and Xavier Lanier
25% of search results for the worlds top 20 largest brands are links from user generated content
Who influences whom?
Will the corporate NHS website continue to be the first visit after they search Google or Bing?
Why is it important to the NHS
Easy to find “patients like me”
The trust factor
Socialising online to get information to make decisions
Rapid word of mouth
Reaching digital natives
Challenges
Privacy Concerns
Legal regulatory barriers?
Organisational culture
ROI and Measurement
We are seeing a communication shift
The shift is from one way communication
Dialogue between consumer and the NHS
Dialogue between patient and patient
With or without you
Conversations will happen online with or without you
Choose to be a part of it
Engage and embrace
70% trusts bloggers’ opinions on products and services
36% of people think more positively
about a company that has a blog
Universal McCann: Power to the People Social Media Tracker, Wave 3
http://www.slideshare.net/Tomuniversal/wave-3-social-media-tracker-presentation
More Americans get health information on the internet than from their doctors
How America Searches: Health & Wellness by iCrossing and Opinion Research Corporation
36% want to see what other consumers say about medication or treatment
34% using social media
46% using health portals
67% using search engines
21% using Wikipedia
Case Study
Scott&White Healthcare
Monitoring and subscribing
Google Reader
Google alerts
TweetDeck
iGoogle
Monitoring and Subscribing
iGoogle
Getting Started
What will it take
Top level buy in
Someone who can commit
Commitment and desire to engage
Devote the time
Content creation budget
Time and patience
Choose your audience
Internal communications
General public
Segment
Customer profiling
Set objectives
Increase public reach of message
proactive media relations
Increase traffic, reputation?
Drive traffic to website
Test market
Professional practice and expertise
Patient therapy
Organisation blog
Patient support and group blogging
Define Strategy
Set a timeline and focus on reasonable and practical goals
Be consistent
Analyse, measure, and assess frequently
Adapt!
Choose your tools
Is your target audience already talking to one another?
Focus on building long-term relationships
Remember:People meet in different online spacesThey comment share and influenceThey want to tell THEIR story - let them
1. Listen to/observe what the target audience is doing in social media
2. Create a “social object” that is relevant to the brand and of genuine interest*
3. Segment the target. Give them something they can join.
4. Allow them to engage via their preferred platform of choice – create multiple interfaces to your community
5. Make the experience better when shared
10-steps for successful social media:
* http://www.kyle.mathews2000.com/node/60
6. Optimise your content for sharing - particularly via newsfeeds and Twitter
7. Use paid-for media to get the ball rolling
8. Take advantage of extreme targeting offered by social networks
9 . Make sure you have the resources to manage your community management and refresh the content.
10. Track the results and optimise where necessary
10-steps for successful social media:
Universal McCann: Power to the People Social Media Tracker, Wave 4http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4
Sample media plan
Time
Time
“The more places you hang out the
more time it takes to manage. The more content you create the more time it takes to create it”.
Time
However consider…
SyndicationMobile applicationsSharing responsibility Scheduled time applicationsSubscribing to and re-publishing content
ROI
“The problem with trying to determine ROI
for social media is you are trying to put numeric quantities around human interactions and conversations which are not quantifiable”
Jason Falls, Director of social media for Doe Anderson
http://www.socialmediaexplorer.com/2008/10/28/what-is-the-roi-for-social-media/
Think ROE
• Return on Engagement
• Incoming traffic from links
• Number of people subscribed
- Track backs or linked conversations
- Comments
Is this going to satisfy Finance?Probably not
Measurement and results• Embedded analytic tools on social media sites e.g.:
– YouTube insights– facebook insights
• Measure new customers• Voucher / special offer codes• 0800 / 0845 numbers from social media sites• Questionnaires • Website analytics (Google analytics)• Video views• Subscribers• Expanded network• Quality blog comments and subscribers• Google search rankings
Twitter is a service for people to communicate and stay connected through the exchange of quick, frequent messages. These messages are posted to your profile or your blog, sent to your followers, and are searchable on Twitter search.
Twitter lets users engage in conversations with other users in 140 characters or less.
“Twitter is not dumb...
If you follow smart people!”
Beth Kanter: http://www.slideshare.net/kanter/nonprofits-healthcare-and-social-media
Basic Terms• Tweet Posting a message to Twitter• @ + name The command which allows tweets to be
sent; proceeds username (i.e. @journchat)• Following You choose to receive someone's updates• Followers People who choose to receive your updates• Direct Message Private message sent between two people• Block Preventing someone from reading your
updates• Favorites A public area to save your favorite tweets • Fail Whale When too many people are tweeting!
Hashtag The # next to a word allows for conversation tracking (#tweetup) http://search.twitter.com
• Tweetup A face-to-face gathering of those who tweet
Your twitter ID
• Your User ID = 15 characters• Make your ID easy to remember• Preferably your name, brand or something you
want associated with YOU• You’ve only got 140 characters, use them wisely
Follow First
• Find people to follow– http://wefollow.com– http://mrtweet.com – http://justtweetit.com
• Say hello• Read the bio of those who follow you• Decide who you want to follow back• Share your knowledge• Promote others and interact• Ask questions
Tips for engagement
• Add your Twitter ID to your email signature, website…• Download a Twitter application for your mobile phone• Send an email to friends, family and co-workers with
your Twitter ID and see if they are on Twitter• Embed a Twitter widget on your blog or website• Start a hashtag• Join a hashtag• Put together RSS feeds for your favorite topics on Twitter
http://search.twitter.com • When you comment on blog posts, include your Twitter
ID• Add your Twitter ID to your Facebook and LinkedIn
accounts
Resources
• Conserve Space: Shorten your URLs– http://bit.ly– http://tiny.url– http://www.tiny.cc
• Applications– http://www.tweetdeck.com
What is facebook?
It’s a place where you can put up your personal details and interact with other users of the site.
By getting a facebook account you can establish an online presence
Talk to your friends
Share photos with your friends
Play games with your friendsSell your old stuff
Meet new people
And whole array of other things
What’s unique about facebook is that it keeps you updated on what your friends are doing.
You will be notified when they make a change to their profile.
Almost all interactions with the site are sent to friends so that they can keep informed about what you’re up to.
facebook Profiles
Creating a profile is required if you want to do anything on facebookMake sure you fully fill out your profile; a full profile looks a lot more interesting then an empty one. Add your website URL in several locations and be sure to talk about your business and plug your website URL
Pages
facebook pages are used by many businesses and organisations.Pages have some key features. They are indexed by Google and available to view even if you are not a member, so promoting the page is easier.Like you do with your profile, fill out your facebook page with all relevant information about your business, website URLS, etc.
facebook applications
Create fun applications that engage usersApplications created vary in purposePopular applications have hundreds of thousands of monthly active users
facebook adverts
facebook ads are a great way to really increase your exposure using highly targeted advertising. Target users by age, gender, location, interests, etc. Advertise an external website or a facebook page. Build up your facebook fan page; you can do so by driving the traffic from your advertisements directly to your page.
The Future
Year on year internet users have dramatically increased their familiarity and usage with social media
More niche networking sites*
*Mintel: Social Networking Across the Age Gap - UK - February 2009
HealthChapter.com
Tomorrows consumers are today’s digital natives
Much like the older generation have troublewith this new technology, they would havetrouble living without it.
The digital native
By the time today’s 10 year olds are 15, they will already have some ingrained lifestyle preferences due information they have sourced online
The digital native
• 102 Proven Social Marketing Headline formulas that work!
• http://www.facebook.com/note.php?note_id=158216011779&ref=mf
• 5 social media top tips
• http://www.facebook.com/eskimosoup?v=app_2347471856#/note.php?note_id=124369496779
• Increasing blog traffic
• http://www.facebook.com/note.php?note_id=124369511779
• Interesting Stats
• http://www.facebook.com/notes.php?id=43677443922&start=20&hash=d0c1b4ec2dfb5f115cb8d0fdd106d10b#/note.php?note_id=124369526779
• What is RSS?
• http://www.facebook.com/notes.php?id=43677443922&start=20&hash=d0c1b4ec2dfb5f115cb8d0fdd106d10b#/note.php?note_id=106367291779
• Social Networking to increase sales
• http://www.facebook.com/note.php?note_id=124369581779
• Creating a facebook page
• http://www.facebook.com/note.php?note_id=124369586779
• Six Steps to Social Media Success (very useful)
• http://www.facebook.com/note.php?note_id=124369591779
• Useful books to read
• http://www.facebook.com/note.php?note_id=78360006779
• Useful social network list
• http://www.facebook.com/note.php?note_id=65802466779
More useful links
