NHS social media seminar November 2012
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www.budigitalhub.co.uk 1 The Digital Hub NHS Social Engagement Seminar Dr Philip Alford palford @bournemouth.ac.uk Tel: 01202 961646 Twitter: @philipalford
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Transcript of NHS social media seminar November 2012
www.budigitalhub.co.uk 1
The Digital Hub
NHS
Social Engagement Seminar
Dr Philip Alford
Tel: 01202 961646
Twitter: @philipalford
www.budigitalhub.co.uk 2
• Introduction: 0900-0915• Social engagement: 0915-1030• Coffee: 1030-1045• Workshop in two small groups: 1045-1145• Next steps: 1145-1215
Agenda
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TitleIt’s influence is rapid and increasing
Social networking in Europe increased by 10.9% in 2010: The highest seen in any global region.
75% of consumers don’t believe companies tell the truth in their advertisements: Consumers are increasingly turning to the opinions of other consumers for information.
46.7% of consumers do write reviews and 29% of consumers consider positive reviews as the most likely factor to make them book a holiday online: 25-40% of people who leave a hotel website do so to read an online review
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Social Media Revolution
http://www.youtube.com/watch?v=QzZyUaQvpdc
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“Learning is like rowing upstream: not to advance is to drop back.”
(Chinese Proverb)
www.oregonkayaking.net
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Quick question
Starting from now, how many people will have joined Facebook by the end of our event? > The Count
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• Facebook• Twitter• Pinterest • LinkedIn• Blog• User reviews• Social bookmarking• AddThis • Flickr• YouTube• RSS
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• Profiles in social network sites• Status updates in social sites• Blog posts• Tweets in Twitter• Pictures on picture sharing sites like Flickr• Social bookmarks• Videos on video sites• Presentations on Slideshare• etc. etc. etc…
Social objects
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Social Web
Diagram adapted from the book “Social Media Marketing – An Hour A Day”, by Dave Evans
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Social media objectives
• What are your marketing objectives?• Increase page rank of your web site• Raise brand awareness• Understanding how consumers perceive your brand, and what
terminology they use to discuss it• Drive people to register for your newsletter (integration with email
marketing)• Promote specific events• Improve service through customer feedback• Gathering ideas for new products and marketing campaigns• Word of mouth and influence
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• A status update!
http://www.slideshare.net/DigitalHub
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How to?
• Get involved• Listen and watch• Converse• Add value• Engage• Build trust• Build influence
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The importance of a Social Media marketing plan
For an effective marketing plan it is important to think about 4 main concepts:
• Attraction: How to draw people to your business
• Retention: How to keep people coming back
• Conversion: How do you get people from “like to buy”
• Measurement: How to determine if any of this is working
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What will the aims of your page be:• Engage your customers• Encourage them to leave reviews• Drive traffic to your website• An opportunity to add content about your service
Setting up a FB page
Setting up a page
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Build your page
To succeed with Social Media it is fundamental to have a content strategy and brand your profiles. This means:
• Design your FB page along the same lines as your website for consistency http://www.facebook.com/Hotel.Seppl.Pitztal
• The exact dimensions of this cover photo are 851X315.• Read more:
http://blog.hubspot.com/blog/tabid/6307/bid/5492/How-to-Create-a-Facebook-Business-Page-in-5-Simple-Steps-With-Video.aspx#ixzz2C26VgXUI
• Bringing quality and relevant content – use the custom tabs on FB – e.g. FB events http://www.facebook.com/beastandthehare
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Promoting your Facebook page
• Add the link to your email signature (when you get 25 fans you can create a short link with just your brand name)
• Add the link to your business card, brochures, leaflets, adverts, etc• Invite people to like your page – but choose your advocates first and
make sure there’s lots of engaging content on there• Email people to build your audience• Sponsored stories• Keep your page fresh and tasty• Seed the link to the page in relevant Facebook pages• Identify relevant bloggers and make them aware of your page• Refer across channels e.g. Add a LIKE button on your website e.g.
http://www.manorbarnbedandbreakfast.co.uk • Download free stickers: http://www.facebook.com/business/build
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Engage & Retain
Successful posts are:• Short: Posts between 100 and 250 characters get about 60% more
likes, comments and shares• Visual: Photo albums, pictures and videos get 180%, 120%, and
100% more engagement respectively; e.g. video on http://www.facebook.com/StateBicycle generated 16 comments
• Optimised: Page Insights help you learn things such as what times people engage most with your content so you can post during those hours
• Build strong relationships by better understanding customers through listening and helping them. (Respond to comments and leads in a timely manner)
• Recognise and promote members of your social community
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• Be succinct, friendly and conversational• Ask questions or seek input• Give access to exclusive information and specials• Inform and educate where relevant• Be timely by posting about current events, holidays or news• Post at least 1 to 2 times per week so you stay top-of-mind and
relevant to the people who like your Page.• Promote your posts (available to Pages with 400 or more likes): So for
$5 we doubled our posts reach, received nearly a 24 percent increase in post engagement, and two additional page likes. Not too shabby at all. (http://socialmediatoday.com/node/548008)
• Failure to respond can cause churn of 15% of existing customers
Engage & Retain
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Conversion
Few things to take in account in order to improve your Social Media conversions:
• Offer booking from within the FB page: http://www.facebook.com/Hotel.Seppl.Pitztal
• Enable email sign-up from FB page: http://www.facebook.com/BUDigitalHub• http://www.newforestactivities.co.uk • Offer a secondary call to action (CTA) to persuade visitor to maintain a
connection with you• FB Offers: http://www.facebook.com/help/410451192330456
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Measurement is key
‘Not everything that can be counted counts, and not everything that counts can be counted”
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Measurement – FB Insights
Measure the impact of your conversion is critical to see if you are making headway. Some suggestions for a simple and effective metrics are:
• Start to use some traffic reporting software such as Google Analytic, FB insight (helpful short video at http://www.facebook.com/help/336893449723054/)
• Useful video by Hubspot: http://www.youtube.com/watch?v=6aehIYSgYwU
• Track your most popular links • Track how many followers and mentions your business get• Determine where your best traffic is coming from• Analyse by type of post
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People Talking About: This measures user-initiated activity related to a Page, including posting to a Page’s Wall, “liking,” commenting, sharing a Page post or content on the Page, answering a Question posed to fans, mentioning a Page, “liking” or sharing a deal or checking in at your Place.
People talking
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Title
Really, really, really think hard about why you are doing what you are doing.
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Framework for measurement
• Objective: Create awareness - first step in engagement model
• Goal: Drive traffic to site - traffic acquisition strategy (depending on strategy this traffic should be segmented in order to be strategic); this traffic could be segmented by channel; also by repeat visitors and then analyse their specific behaviour and compare to new visitors;
• KPI: views, length of time on site, number of pages visited, brand keyword awareness
• Targets: set a value for each KPI; how to set effective target?• Segment: by source, geographic origin, channel - the type of
segmentation will depend on marketing goals;
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Digital Marketing & Measurement Model
1. Step one is to force us to identify the business objectives upfront and set the broadest parameters for the work we are doing.
2. Step two is to identify crisp goals for each business objective.
3. Step three is to write down the key performance indicators. You’ll lead the work in this stop, in partnership with a “data person” if you have one.
4. Step four is to set the parameters for success upfront by identifying targets for each KPI.
5. Step five, finally, is to identify the segments of people / behavior / outcomes that we’ll analyze to understand why we succeed or failed.
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Examples:• Hootsuite• Tweetreach – e.g. digital hub event report
Tools
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Title
Online tools for creating and monitoring customer engagement
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• Page admins never have access to an individual's personal data in Page Insights.• Page Insights gives Page admins a number of aggregate metrics, including: the
number of people who like their Page, how many people see a post and how many people clicked on the post.
• These metrics are created by logging and aggregating people's activities related to the Page. The kind of activities logged include: seeing a post from a Page, clicking on a post or liking or commenting on the post.
• Facebook's data retention policies require that the information collected that provides Page Insights are kept by Facebook, not Page admins. Of course, the Data Use Policy also determines how the logs are used.
• We take a number of measures to make sure that these aggregated metrics remain non-identifiable. For example, demographics insights are only provided once 30 users are part of that demographic. Page Insights are also only available to pages with more than 30 likes.
• Facebook doesn't use any data for Page Insights from people who don't have a Facebook account or who are logged out. If you don't want your anonymized data to be included in Pages Insights data, log out of your account when visiting the relevant Page.
Privacy
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UA case study
http://www.youtube.com/watch?v=5YGc4zOqozo
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You will be exposed for not living your brand
Live your brand, and ensure your employees do -or you can be exposed socially, digitally and offline
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The Social Web
• Can raise your profile• Can deliver more traffic• Can deliver better conversion rates• Can open up more conversation
opportunities• Can help you build a better relationship
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TitleStorytelling – getting heard among the noise
Leaders engage with their stories of identity, stories of who we are and where we are going. Brands and organizations, the best ones, tell similar stories of identity, and they tell them often.
Prof. John Sadowsky
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• Telling a story via Facebook and integrating that with email marketing
• http://www.youtube.com/watch?v=A-iH6wC7QOs
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Gogitamus Report and Video• The importance of conversation: p14, 18• Meet people where they are: p19• Add value to the community: p20• Engagement can be very positive: p22, 23• Social channels: horses for courses p38• Video:
http://www.youtube.com/watch?v=whDrViT0Cpk&feature=youtu.be
Resources
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IMPORTANT QUESTION
Why would I want to be engaged with my site on Social Media?
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• Values : courageous, honest, caring, responsible, responsive, collaborative which all work towards better conversations.
• Mission : supporting people in Dorset to lead healthier lives - might be an interesting approach to how social media can support this mission.
Workshop
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Tel: 01202 961646
Twitter: @philipalford
Web: www.budigitalhub.co.uk
Facebook: http://www.facebook.com/BUDigitalHub
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