EUPATI webinar - Social Media Tactics by untold

Engaging patients on social media

EUPATI SOCIAL MEDIA WEBINAR

November 2015

Ronni Tino PedersenFounder & Managing Partner

-  community activation-  community intelligence-  community management-  …on social media

Nice to meet you - I’m @ronnitino on social media

TODAY’s AGENDA: SOCIAL MEDIA TACTICS •  Choosing the social media platforms

•  Building relations •  Planning your activities •  Getting to know your community •  Social media advertising •  Engaging stories •  Practise!

Community & Community Manager

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Om Untold Kunder & ydelser Cases Bureausamarbejder

Community Community Manager

Why should they choose to visit your house?

+

SOCIAL MEDIA PLATFORMS OF THE EUPATI PROJECT

From: http://www.pewinternet.org/ - Dec 2013

Online adults’ use of social networking sites

2012 16% use Twitter 67% use Facebook 2013 18% use Twitter 71% use Facebook

Mobile driving >80% of Twitter traffic

From: http://www.mediaweek.co.uk/article/1282074/mobile-driving-80-twitter-traffic via Nielsen

80% UK and Spain - 69% primary way 72% Netherlands - 72% primary way 68% France - 60% primary way

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Know your platforms – and your community

http://www.slideshare.net/JonathanWich/maersk-line-unlocking-the-full-potential-of-social-media-presentation-from-smw-in-copenhagen-on-18-feb-2013

FACEBOOK KEY FACTS

•  NEWS FEED: The frontpage of Facebook is an aggregation of people you are friends with and pages you follow. Posts visible on your News Feed have been determined as relevant by Facebook whereas irrelevant posts are filtered out of your newsfeed.

•  ACTIONS: Actions are interactions with posts such as Likes, Comments, Shares and clicks on links and images. Actions partly determine the relevance of posts on the News Feed.

•  REACH: Depending on how actionable a post is, its Reach will grow to reach even more users. Relevant posts will have a higher reach than other posts, however, reach can be increased by monetary ”boosts”.

•  EDGERANK: Algorithm to determine the relevancy of posts on your newsfeed. The formular is explained on the following slides.

FACEBOOK Nov. 7, 2014 First Public Q&A with Mark Zuckerberg

”As time goes on, people are just sharing more things on Facebook. Each person might read 100 stories from friends and pages a day. There is just more competition. There are about 1,500 stories a day that they could see in the News Feed and they only see about hundred. Less than 10% of what people are posting the person will get in the feed. Only the highest quality content will get through.”

FACEBOOK ”Only the highest quality content will get through.”

i.e. competition from news media, babies and kittens is fierce!

FACEBOOK THE EDGERANK ALGORITHM (Σ)

Ue - Affinity:

The more time you spend

interacting with friends or

brands, the stronger your affinity

to these friends and brands is.

We – Weight:

Defines the level of interaction a

piece of content gets (e.g. likes,

comments and shares).

De – Time Decay:

The relevance of a post decays

after time, thus making it less

important and pushing it down

the newsfeed.

FACEBOOK HOW TO COUNTERACT THE EDGERANK

•  Share success stories to

establish trust in your

project.

•  Be relatable or human

e.g. by sharing ”behind

the scenes” content.

•  Occasionally ask fans

to share their own

opinions and content.

•  Stay up-to-date and

personal – and keep a

decent publishing

frequency.

TWITTER KEY FACTS

1 http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay

•  HASHTAG #: Used before relevant keywords to categorize tweets and consequently join conversations than can be looked up when searching for the hashtagged tweets on Twitter.

•  @: Used to call out usernames in Tweets: ”Hello @twitter!” Users use your @username to mention you in Tweets, send you a message and link to your profile.

•  140 CHARACTERS: Twitter limits the amount of text users can share on Twitter to 140 characters. This constrains us to be precise and often use abbreviations to communicate their message.

•  Retweet (RT) and Likes: Liking a Tweet indicates that you appreciate it whereas a Retweet refers to a Tweet forwarded by you to your followers – a somewhat stronger endorsement. Retweets are most commonly used to pass along news on Twitter while retaining the original attribution.

•  ”Twitter content has a half-life of 2.8 hours.” 1

TWITTER Everything you need in 140 characters.

”Twitter content has a half-life of 2.8 hours 1.” 1 http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay

•  Stay relevant

•  Focus on the right timing

•  Follow influencers

•  Engage in dialogue with mentions and

retweets

•  Remember to use relevant #

Facebook

•  Post: Storytelling (e.g.visually appealing

content)

•  Users: Fans

•  Virality: Engagement from fans + Financial boosts

Twitter

•  Post: Shorter bursts of info and dialogue (presence)

•  Users: Followers

•  Virality: Use of #, mentions (@), re-tweets and by following influencers

SUMMARY

TACTICS

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COMMUNITY MANAGEMENT = BUILDING RELATIONS

Listening Awareness Loyalty Customer Service Co-creation

LISTEN PLAN YOUR ACTIVITIES MANAGE YOUR COMMUNITY ADVERTISE ANALYSE REPEAT…

Operating Procedures

WHAT IS YOUR LOCAL TARGET GROUP TALKING ABOUT?

LISTEN

PLANNING

PLANNING Ultimately saves you time

Ensures frequency and prevents inactivity Tool: Monthly content calendar spreadsheets

Consider scheduling Facebook and Twitter content e.g. using a third party client like HootSuite

Section of content calendar

TONE OF VOICE

Example of

factual tweet,

intended to drive

website traffic

via relevant

messaging

Respect and factuality is key in patient centric communication – also on social media

TONE OF VOICE

Invite your community to engage in dialogue with you

Stamp Out

Stigma invited

their Twitter

community to

engage in a live

chat about

Suicide

Prevention with

them

TONE OF VOICE

A certain level of seriousness is required but humor can be an

effective means to understanding

This cartoon titled ‘What if we treated physical

illnesses like mental illnesses’ has a serious

message but is communicated with humor. It

has been shared numerous times on social

media.

ADVERTISING

INCREASE REACH & ENGAGEMENT BY BOOSTING CONTENT & BUILDING THE FAN BASE

ADVERTISING

Example of how a

Facebook Page

like campaign

looks like in users’

newsfeeds

ADVERTISING

Running follower campaigns can be an efficient way to establish a new community on Facebook or Twitter

Example of a new Facebook Page using a Page Like campaign to build

community volume across two months

GET TO KNOW YOUR COMMUNITY – EXPERIMENT

Publish different types of content: Videos, images,

article links, statements,

infographics, etc.

Look and listen to the community

response - Evaluate the effect and

relevance of your content.

GET TO KNOW YOUR COMMUNITY - ANALYSE

Screenshot

from

Facebook Insights

showing age and

gender of the people

who like a specific

page

Screenshot

from

Twitter Analytics

displaying

number of

monthly paid and

organic

impressions

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GREAT STORIES ARE SHARED

AWARENESS DAYS = STORY POTENTIAL

World Aids Day.

Durex donated 1

condom per retweet. World Diabetes Day.

Image of real-life, large scale

celebrations (in the same shape

as the WDD logo) ideal for

social media sharing.

World Mental Health Day.

World Federation for Mental

Health created awareness using

Thunderclap.

CONCEPTUAL POSTS Provides your online presence with a unique expression, creating a feeling of

anticipation and recognition among your community.

Example from

EUFAMI who uses

this myth-fact

template to

communicate the

issues they are

fighting as an

organisation

BUILD A STRONG CONTRACT WITH YOUR ONLINE COMMUNITY

LET’S PRACTISE!

FOLLOW LIST

TWEET

FOLLOW Follow & Engage -  Follow 10 key influencers within your business -  Schedule 5 Retweets from said influencers Lists

-  Build a public Twitter list that endorses the people on it

Plan -  Which results do you wish to achieve with your Twitter

presence during Q1 2016 – and what are the steps? Conversations: -  Discover 10 hashtags/conversations that are relevant

in your local online community – and set up monitoring. -  Actively use the hashtag most relevant to your local

online community together with #patientsinvolved

CREATE LIST

SEARCH HASHTAGS

Ronni Tino Pedersen [email protected] +45 21405251 twitter.com/ronnitino linkedin.com/in/ronnitino www.untold.dk

Thank you for listening Please, reach out if you have any questions?

EUPATI webinar - Social Media Tactics by untold

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Transcript of EUPATI webinar - Social Media Tactics by untold