Post on 12-Jun-2020
Me Communications © 2010
Successful Social Media Programs for Supportive Living
Presented by Me Communications
June 2019
Me Communications © 2010
A Bit About Me!
• California based Marketing & PR Firm• Specializing in non-profits and small businesses
from across the U.S. • Affordable Assisted Living Coalition• National Foundation for Governors’ Fitness Councils• California Statewide CDC• SpeedyQ Markets
• Working with AALC since 2011
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Overview
This presentation is designed to provide you with an understanding of why social media is important in today’s market.
As well as tp give you some guidelines on how to incorporate it into your marketing plan.
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Today’s Presentation• Demonstrate how to implement social media in
your marketing efforts• Educate you on how to properly use social media
to bolster your business• Provide you with direct knowledge of how to build
a social media presence and give you easy ways use social media tactics to further enhance your brand
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Today’s Presentation
• Today we’ll talk about the different types of social media
• We’ll help you determine which types of social media you should use
• Show you how to get started on social media
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Let’s Learn a Bit About You
How many of you currently use Social Media in your personal life?
How many of you use Social Media in your business?
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The Facts
• Social media is no longer “New Media”• It has become a daily part of nearly everyone’s life• Millions of people are active on at least one social
media networking site• So if you’re not using it, you might as well start
because it’s here to stay!
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What is Social Media?
• Definition - Forms of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (such as videos)
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Social Media Platforms
• Facebook• Twitter• Instagram• Pinterest• YouTube• Snapchat• LinkedIn
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Benefits of Using Social Media
• Drive traffic to your business website• Market your services• Build your brand• Boost sales• Customer engagement• Targeted Advertising
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Common Misconceptions
• You need to be on all social media platforms• It’s for younger audiences • It won’t work for your industry• You need to post as much as possible • It’s only used to attract new customers
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I DON’T HAVE TIME!!!
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It’s Time to Dive In!
Social media is valuable for businesses of any size and using it can have a direct impact on sales and your bottom line.
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Gain Trust & SalesLikelihood of Buying from a Brand
People Follow on Social Media
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Who’s Using Social Media• Social media isn’t just for trendy hip companies!
• Many adult/senior living communities of all different sizes, care levels, and lifestyles use social media
• Social media marketing is great for any business • Billions of users
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How Can It Help Supportive Living Communities (SLCs)?
• Families enjoy seeing what loved ones are up to• By sharing, you will also attract new residents• Builds audiences and relationships• You become a trusted resource of information
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Social Media + Supportive Living• Increases brand awareness • Targeted advertising to potential residents &
caregivers generates leads• By sharing relevant news articles you showcase the
human side of assisted living• Your community looks more legitimate,
modernized, and involved• Keep up with competition
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Getting Started
Select the social media platform you want to use
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• 2.7 billion monthly active users• 68% of adult social media users on Facebook• 74% Female, 62% Male• Age
13-17 – 88% 18-29 – 84%30-49 – 72% 50-64 – 62%
65+ - 62%
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• 1 billion monthly active users (500 million daily)• 35% of adult social media users on Instagram• 74% Female, 62% Male• Age
13-17 – 72% 18-29 – 64%30-49 – 40% 50-64 – 21%
65+ - 10%
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YouTube
• 1.3 billion users• YouTube gets over 30 million visitors per day• 38% Female, 62% Male
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• There are 500 million Tweets sent every day; that’s 6,000 Tweets every second
• More than 320 million monthly users• Searching through relevant hashtags related to
your business can help you find and engage with people in need of your services
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• There are 500 million members• Business driven • LinkedIn is great place to search for employees and
post job openings
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Pick A Platform!One or Two?
If limited in time/resources, choose one!
For Supportive Living – Our favorites are:• Facebook - preferred• YouTube• Instagram
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Develop A Social Media Strategy• Define Your Brand• What is Your Goal• Who is Your Target Audience?• How often will you commit to post?
• Minimum 1 x week
• Assess what is and isn’t working and make changes
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Define Your Brand
• What makes your organization different?• What do you do better than anyone else?• What unique or low-cost resources can
you draw upon that others can’t?• What do people in your market see as
your strengths?
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Set Goal for What You Want to Accomplish
• Goals might include:• Increasing brand awareness (growth, comments,
web clicks) • Increase community engagement (likes, replies,
shares)• Generating sales/leads (comments, web clicks,
inquiries, site visits)• Building trust and confidence • Recruiting quality staff
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Who is Your Target Audience?
• Caregivers• Senior Citizens & Persons with Disabilities• Healthcare Workers • Families
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Competitors• Study your competition
• See what they are doing
• See what works and what people respond to
• Then use it as your guide
• Don’t reinvent the wheel!
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Assess What Is and Isn’t Working and Make Changes
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Getting Started on Facebook• Be sure you start a Business Page! • Include your logo• Design a nice cover photo• Include a short paragraph or so description
of your community
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Build it – They Will Come!• Promote your Facebook page in newsletters,
direct mail, email signature, corkboards in your community
• Put icon on website• Post in LinkedIn • Invite friends – Ask staff to follow
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Who’s In Charge?
• Familiar with organization’s tone• Understands brand• Ability to react and represent business• Create consistent look and feel of posts• Can respond to comments
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Create a Calendar• Create a document with a grid to track your
posts• Work on one month of posts• First look at your own activities taking place
that month and note the ones you want to post on Facebook
• Birthday Celebrations, Open Houses, Informative Articles, etc.
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Sample Calendar
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Sample Calendar
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Remember Your Goals• Look at your media strategy• Insert a few posts that will help you achieve
your goals• Post a positive review• Brag about a recent renovation or outstanding
staff member• Invite people to come and tour the facility
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Brainstorm About Posts• What resources you can share?
• Healthcare tips• Importance of keeping active• Find articles online and share content and links
• Post National or State Awareness Days• nationaldaycalendar.com
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• Post message that are light and informative• Include links to your website/blog• Keep your tone informational• Don’t sell!
Posts Should Increase Awareness
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Follow the 80/20 RuleProvide a mixture of both work & play
80%0f your posts should be social(yet still relate to your audience/industry
20%Should pertain to your products/services
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• Repost old articles• Add links to your past/present blogs• Go through old photos• #ThrowbackThursday• Good info isn’t always NEW info!
Recycle Past Articles
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Remember• 80/20 rule• Be useful/informative• Repost & share content• Be responsive• Study what others are posting & SHARE• Tag other businesses and comment on
their content
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Use Images & Videos
• Videos are a great way to convey the spirit of your community
• Keep them short• Doesn’t have to be professional • Think ahead of what you can video• Use images with posts to increase
engagement
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Video Posts
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Scheduling Posts
• Write your post• Click schedule• Select day and
time of post• Schedule multiple
posts at once
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Scheduling Software
• Tweet Deck• Sprout Social• Hootsuite• Buffer• Social Pilot and more!
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Facebook Live
• Be sure you have a GOOD internet connection
• Make sure you have enough followers• Promote it ahead of time • Be prepared for questions and know what
you want to convey
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When/How Often to Post FacebookWhen?Best Day: WednesdayBest Times: Wednesday between 11 a.m. - 1 p.m. Good: Weekdays between 10 a.m. – 3 p.m.
How Often?Small page (1-200 followers): 16-30 posts per month
Be Consistent!
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Boost Your Posts
Advertise on Facebook through:• Boosted Post• Sponsored – and highly targeted – ads• Video ads • Slideshow ads
Target who sees your message• Demographics, Behaviors & Connections
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Boosted Post
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Benefits of AdvertisingAdvantages:
• Increase chances of showing up in feed• Control how much you want to spend• Target audiences• Easy to change message if not working• Run several ads at once and compare what
message works best
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If It’s Not Working, Change It!• Set a date to review your social media • See what is working and what isn’t• Make adjustments• Ready to take on more social media
platforms?
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Adding Platforms• Concentrate on videos & testimonials
• YouTube
• Attract qualified staff• LinkedIn
• Post photos to tell your story?• Instagram
• Share lots of info quickly?• Twitter
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Social Media is Here to StayBe a Part of It!
• Social media is an untapped resource for many businesses
• When executed correctly, it can have a major impact on your bottom line
• Although posting regularly may seem like a daunting task, starting small can make it feel more manageable and fun!
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Summary• Commit to being active on social media• Set goals• Select platform(s)• Designate an individual to oversee social media• Plan/schedule posts• Be consistent• Be creative• Have fun!!!
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If We Didn’t Cover It, ASK!
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Thank You!
Janet SouleJanet@me-comm.comCell: 530-220-2522
Bill BradleyBill@me-comm.com
Cell: 916-213-5230
Me CommunicationsP.O. Box 340692
Sacramento, CA 95834916-538-1113
www.me-comm.com