A New Generation of MarketingBy Cynthia Ackley and Karen Tolman

Objectives

• Why participate in Social Marketing?• Benefits of Social Marketing• The Social Technographic Ladder• Facebook/Twitter• Developing a brand for the company• Essential Stages of Social Media

Adaptation• What the hospital should do?

Why participate in Social Marketing?

• Allows expansion and the opportunity to divide up the market into more direct venues. 

• Gives additional tools to use in the market.• Provides the ability to create relationships,

feedback, and support.

Benefits of Social Marketing

• Better Audience Targeting• Increased Visibility of the Company• More effective than a Pay Per Click• Better ROI• No Special Skills are Required

  

 Social Marketing Journal."Five Benefits of Social Marketing". Retrieved on April 24, 2011. From. http://socialmarketingjournal.com/2008/06/08/benefits-social-marketing/

The Social Technographic LadderThe span on social media users include the following types:  

Bernoff, J. and Li, C. 2008 Groundswell. Pg 41-44

• Over 500 million active users• 50% of users log on every day • Over 1.5 million local businesses have active pages• Over 900 million objects that people interact with (pages, groups,

events, community pages).

• Over 175 million active users• Number of users increase by 300,000 per day• 95 million tweets per day (640 tweets per second) • More than 67% of twitter messages are in the form of user's current

status, private conversations, and links to news and blog articles. 

Internet Marketing tips coverage 2003. “History and Statistical Data about Facebook and Twitter”. Retrieved on April 24, 2011. From: http://www.converge2003.com/2011/02/history-and-statistical-data-about-facebook-and-twitter/

Developing a Brand for Our Hospital

Define the hospital's brand:• Identify the hospital's "signature experience".• What is the hospital's brand essence.• Who are our competitors and how is our hospital different. 

 Further develop through:• How we set-up our networking pages.• How we respond to our consumers.• What information we provide them through links and postings.  • How quickly we respond to their questions.• How often we post. 

Essential Stages of Social Media Adaptation

1. Observation2.  Preparation3.  Participation4.  Integration

  

Pick. T. January 13, 2011. MarketingProfs. "The Four Essentials Phases of Social Media Adaptation." Retreved on April 24, 2011. From. http://www.marketingprofs.com/articles/2011/4221/the-four-essential-phases-of-social-media-adoption

What the Hospital Should Do?• Take small steps

o Chose one area of Social Marketing to begin.  o Create measurable success metrics that can be tied to

marketing goals.•  Create a vision and a plan

o Understand that it takes time and patience. o Create  an idea of what type of relationship we want to

have with our customers.• Build leaders into the plan

o Let go and embrace the emerging media.  o Allow our consumers to have a voice.o Share the vision and back it up with persuasive and

Planning skills.

Bernoff, J. and Li, C. 2008 Groundswell. Pg 202-203

Questions?