11M+Users

worldwide @speaker

@martharuthn

1600+EnterpriseCustomers

Hootsuite @inthekisser

744out of the

Fortune 1000

#NESHCoSocial

Today’s Agenda

#c21social4biz@inthekisser

Today’s Agenda

• Opportunities in Healthcare• SWOT Analysis• Adoption Strategies• Social Business Checklist• Strategy & Tactics by

Channel• Additional Social Networks• Q&A

Please Connect & Share!

#NESHCoSocial @NESHCo NESHCo @inthekisserlinkedin.com/in/ericaayotte

Please Connect & Share!

77% of online health seekers say they began their self-diagnosing process with a search engine.

-Pew Research Internet Project

#NESHCoSocial

Online DiscoveryOnline Discovery

#NESHCoSocial

“Social relationships are different than the old model of coming in when the patient is sick. The new model is about connecting into the member’s life decisions when they’re healthy.” - Yan Chow, MD, MBA

#NESHCoSocial

Community Engagement & Education

#NESHCoSocial

“For me the new truth is that the most exciting development of the connected health era is not access to information, but access to each other.”

-Susannah Fox, Robert Wood Johnson Foundation

#NESHCoSocial

P2P EnablementP2P Enablement

#NESHCoSocial

“Attracting a new customer costs five times as much as keeping an existing one.”

-Lee Resource Inc.

#NESHCoSocial

Patient Loyalty & Referral Patient Loyalty & Referral

#NESHCoSocial

60% of physicians most popular activities on social are following what colleagues are sharing and discussing

- UMB Medica

#NESHCoSocial

Thought LeadershipResearch & Thought Leadership

#NESHCoSocial

66% of healthcare professionals are likely to accept less money to work at a company with a great culture.

-Glassdoor

#NESHCoSocial

Thought LeadershipTalent Recruiting

#NESHCoSocial

SWOT AnalysisCategory Strengths Weaknesses Opportunities Threats

Online Discovery

Community Engagement

P2P Enablement

Patient Loyalty & Referral

Thought Leadership

Recruiting

#NESHCoSocial

Social Media Adoption

#NESHCoSocial

Risk of Not Adopting

of businesses will Lose market position

*Gartner Predicts 2014: Seizing the Digital Business Advantage, by Jorge Lopez, Diane Morello, Stephen Prentice, and Rand Leeb-du Toit, December 11, 2013.

1/4

#NESHCoSocial

Benefit of Adopting

20%More Revenue

60%Higher Profit Growth

McKinsey Report

#NESHCoSocial

Due to patient trust in clinicians and the broad reach of social media, HCPs are in a prime position to drive better healthcare outcomes through social media.

- IMS Institute for Healthcare Informatics

#NESHCoSocial

• Privacy • Security • Legal workflow• Headcount• Budget • Awareness/Understanding

Barriers to Social Media Adoption

#NESHCoSocial

Common Objections• Social platforms can get hacked• Risk of HIPAA violations• Legal approval too time consuming

Solutions• Utilize secure third party platforms• Utilize social data loss and compliance

platforms• Institute specific social media policies• Conduct ongoing social media education

Technology has Matured

#NESHCoSocial

Common Objections• Not sure how social contributes• Social media is free• Change fatigue

Solutions• Embrace your role as digital sherpa• Ongoing education across organization• Clearly define your business use cases• Compare traditional media budget

Business Impact & Social Literacy

#NESHCoSocial

Social Business Checklist

• Audit your social channels • Write a clear vision statement• High level strategy that supports org

objectives• Create KPIs and reporting structures• Create a budget for tools & headcount• Seek out champions within your org• Prepare your pitch to leadership

#NESHCoSocial

Social Landscape

#NESHCoSocial

• Build your audience• Nurture Relationships• Ask for action

Tactical Areas

#NESHCoSocial

Facebook at a Glance

Use Case• Connecting with friends + family

Focus on• Capitalize on share of attention

Beyond content• Algorithm• Mobile• Advertising

Content• Brief & casual• Visual content• Low volume, high Value

#NESHCoSocial

• Cross promote your Facebook

Page on other digital channels• Make it easy to be found• Interact with local

organizations and partners

Build an Audience - Facebook

#NESHCoSocial

• Big photos; little text• Relevant topics & timely posts• Have a content plan, but be

prepared to adjust• Be responsive

Nurture Relationships - Facebook

#NESHCoSocial

• 10%-20% of your posts should

be a business ask• Add a CTA to your Page• Utilize social campaigns• Utilize FB lead capture ad

modules• Reviews

Ask for Action - Facebook

#NESHCoSocial

Facebook Lead Capture Ad

Twitter at a Glance

Use Case• Broadcast; 1-1 conversations

Focus on• Customer care; nurturing influencers

Beyond content• Twitter cards• Market data• Advertising

Content• Brief & casual• Visual content• Low value, high volume

#NESHCoSocial

• Utilize search to find local and

industry influencers• Use relevant keywords,

hashtags, and @ mentions in

your profile• Connect email to find contacts• Promote your account

Build an Audience - Twitter

#NESHCoSocial

• Big photos; little text• Relevant topics & high volume

posting• Use hashtags to group and

“bold” topics; host live

conversations• Reply and respond

Nurture Relationships - Twitter

#NESHCoSocial

• Drive to your website with cards• Use ads to promote key events

or initiatives to specific

audiences• Distribute surveys; ask for

feedback

Ask for Action - Twitter

#NESHCoSocial

Twitter Card Example

Linkedin at a Glance

Use Case• Thought leadership; recruiting

Focus on• Helping employees build their profiles

Beyond content• Sponsored Updates

• Target organic posts

Content• More formal• Focused on experts and influencers

#NESHCoSocial

• Promote your culture & people• Use native publishing platform• Educate & empower employees

Build an Audience - LInkedin

#NESHCoSocial

• Encourage employees to

amplify content• Tag companies and people in

updates• Add Slideshare presentations• Like and comment as your

brand

Nurture Relationships - Linkedin

#NESHCoSocial

• Premium accounts for recruiters• InMail campaigns• Sponsored updates for key

events & initiatives

Ask for Action - Linkedin

#NESHCoSocial

LinkedIn Sponsored Post

Lightning Round

#NESHCoSocial

Quick TipsUse PicFrame or Layout to create collages

Iconosquare for analytics & management

Read http://blog.business.instagram.com/

Content IdeasHashtag campaigns

Showcase workplace culture

Employee profiles

Instagram

#NESHCoSocial

Quick TipsVerify your website

Review your content & web referral analytics

Enable rich pins

Content IdeasDisease & prevention topics

Historical photos

Research & web content

Pinterest

#NESHCoSocial

Quick TipsOptimize for SEO

Organize content into Playlists

Annotate for extra info and CTA

Content IdeasPatient profiles

Employee interviews

Healthy lifestyle tips

YouTube

#NESHCoSocial

Quick TipsAutomate content publishing

Photo & video friendly

Experiment with Collections

Content IdeasBlog posts

Upload photos separately

Longer post formats

Google+

#NESHCoSocial

Resources

business.facebook.combusiness.twitter.comads.twitter.combusiness.linkedin.combusiness.instagram.combusiness.pinterest.com

Hootsuite.com/resourcesJonLoomer.com

MarketingLand.comMoz.com

CopyBlogger.comEconsultancy.com

“Everyone says social media is some kind of unicorn. But maybe it’s just a horse.” — Jay Baer

Thank You!