Post on 28-Jul-2015
Digital strategies, integrated marketing & web sites for social
good
Today we’ll:• Explore social media engagement • Learn how to tell on-brand stories• Discuss social media listening and
how to measure success
•Oh, and have some fun.
Cool?
Let’s do this.
Digital EngagementEcosystem
Social Media
Display
Mobile
WebContent
Paid Search
Digital EngagementEcosystem
Social Media
Display
Mobile
WebContent
Paid Search
More than 40% of consumers say that information found via
social media affects the way they deal with their
health.
Source: Mediabistro
30% of adults are likely to share information about
their health on social media sites with other patients,
47% with doctors, 43%
with hospitals, 38% with a health insurance company
and 32% with a drug company
Source: Fluency media
41% of people said social media would affect their choice of a
specific doctor, hospital, or medical facility
Source: Demi & Cooper Advertising and DC Interactive Group
31% of health care
organizations have specific social media guidelines in writing
Source: Institute for Health
“
THE POWER OF STORYTELLING
The best and most beautiful things in the world cannot be seen or even touched. They must be felt with the heart.
Helen Keller
SOURCE: http://www.lyquix.com/blog-and-news/new-year-s-resolution-smarter-social-media-campaigns
“ Give me six hours to chop down a tree and I will spend the first four sharpening the axe.
Abraham Lincoln
PLANNING & STRATEGY
Your social media brand
• Write a word or phrase on a green sticky that you want people to feel when engaging with your brand on social media
• Now write a word or phrase on a red sticky that you don’t want people to feel when engaging with your brand on social media
• Stick ‘em on the wall
Setting social media goalsWhat do you want to do?• Build brand awareness• Showcase expertise• Engage with community• Share health information• ?????????• ?????????• ?????????
How will you accomplish it?• ?• ??• ???• ????• ?????????• ?????????• ?????????
Create a social media persona
• Age• Gender • Education• Occupation• Family details• Interests • History with hospital• Comfort with
technology• Social media
preferences• What you want them
to do
Content strategy considerations
• Create a multi-channel editorial calendar
• Establish a consistent voice and tone• Think about visuals• Develop a publishing workflow• Understand guidelines & governance• Plan for crisis response
Working as a team• Use tools to make collaboration easier• Share content ideas• Know how, where, and what you’ll post• Delegate by shifts or networks• Give everyone the right access•Communicate, Communicate, Communicate.
“ No, Watson, this was not done by accident, but by design.Sherlock Holmes
CRAFTING & CURATING THE STORY
Best performing posts
• Facebook– 40 characters or less– No more than 2x day
• Twitter– 100-115 characters– Tweet “sweet spot” is 3x a day
SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images
Do’s & Don’ts• DO ask questions• DO be responsive• DO connect on a human level• DO be clever • DO know what works on each channel• DON’T be polarizing but…• DON’T shy away from controversial or
difficult topics• DON’T be the firehose
SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images
Images ARE content• Back up & add depth to your message• Show statistics or data• Go above and beyond the written content• Keep it simple (not simplistic)
SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images
Beyond photos• Quotes• Stats• Infographics• Illustrations• Type Treatments• Animated GIF• Videos
SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images
SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images
SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images
SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images
SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images
What makes it “sharable”?
• Emotion• Relevance• Colors• Typography• Hashtags and Text
SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images
Emotional drivers• Admiration• Interest• Serenity• Amazement• Astonishment
SOURCE: https://hbr.org/2013/10/research-the-emotions-that-make-marketing-campaigns-go-viral/
Embrace consistency
• Use brand guide as a starting point for developing a social media style
• Use the same font families, styles and weights on all your posts
• Identify a color palette & stick to it• Use logo/hashtag/slogan to brand posts
BUT don’t let it paralyze you.
Create visual impact
• Be different; Stand out from your competitors• Always be contextual to the topic• Less is more• Select a bold, clear image• Use powerful & readable typography• Contrast is key
FB: Shared link/image• Recommended upload size of
1,200 x 627 pixels.• Square Photo: Minimum 154 x
154px in feed.• Square Photo: Minimum 116 x
116 on page.• Rectangular Photo: Minimum
470 x 246 pixels in feed.• Rectangular Photo: Minimum
484 x 252 on page.• Facebook will scale photos
under the minimum dimensions. For better results, increase image resolution at the same scale as the minimum size.
SOURCE: http://sproutsocial.com/insights/social-media-image-sizes-guide/
TW: In-stream image
• Minimum to appear expanded 440 x 220 pixels (a 2:1 ratio)
• Maximum to appear expanded 1024 x 512 pixels.
• Appears in stream collapsed at 506 x 253 pixels.
• Maximum file size of 5 MB for photos, and 3 MB for animated GIFs.
SOURCE: http://sproutsocial.com/insights/social-media-image-sizes-guide/
SOURCE: http://www.socialmediaexaminer.com/optimize-images-across-social-networks/
One Size Fits All?
SOURCE: https://docs.google.com/spreadsheets/d/1IpTYTTMJLcSXcPDtW9zSbPBHQyRdrLfKERohGIIkE_Q/edit#gid=476246499
Publishing• Selecting the
appropriate channel
• Quality vs quantity
• Best day/time• Editorial
calendar• Tracking links:
URL Builder• Using a social
media dashboard
SOURCE: http://www.lyquix.com/blog-and-news/new-year-s-resolution-smarter-social-media-campaigns
SOURCE: http://www.quicksprout.com/2015/01/02/what-are-the-best-times-to-post-on-social-media/
SOURCE: http://www.quicksprout.com/2015/01/02/what-are-the-best-times-to-post-on-social-media/
“ The most valuable commodity I know of is information.- Gordon Gekko
LISTENING & MEASURING
Social media monitoring
• Informs & amplifies your brand reach• Helps you find pertinent healthcare conversations.• Gives you an opportunity to contribute your
expertise.• Guides you to key healthcare influencers and
opinion leaders.• Provides you with deeper insights into what your
healthcare community needs.• Improves customer service.• Helps you to respond and resolve issues in real
time.
What to measure• Follower counts• Clicks• Reach • Likes, shares• Interaction w/users
In other words, your brand engagement.
How to measure