Nine HIMSS17 Social Media Best Practices for a Meaningful ...€¦ · Nine HIMSS17 Social Media...
Transcript of Nine HIMSS17 Social Media Best Practices for a Meaningful ...€¦ · Nine HIMSS17 Social Media...
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Nine HIMSS17 Social Media Best Practicesfor a Meaningful Conference Experience
January 10, 2017
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Today’s Presenters
Sumit SharmaDirector, Social Media@SumitSharma930
Michael GasparProgram Manager, Social Media@MichaelGaspar
www.himssmedialab.com
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Disclaimer
Any examples of exceptional social media best practices highlighted in this presentation are not to be considered vendor, organization, or product endorsements by HIMSS or its staff.
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What We’ll Cover
• Finding your Approach to Social Media at HIMSS17• Tactical Ideas for Social Media + Content Marketing Excellence• Identifying + Taking Cues from Influencers• Focusing your Social Media on Audiences that Matter• Tools, Resources, and Guides
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HIMSS Conference = Largest In-Class Social Event
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Social’s Awareness Potential
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HIMSS Social Media Mission & VisionDrive a high-impact, concise, and relevant health IT narrative by working together, as an industry, to bring ideas and people together via social media:
• That equips the industry with the understanding and a clearer path to make a difference in health and healthcare
• That inspires action to get involved and seek out answers to the industry’s biggest problems
• That positions your brand as a proactive and supportive member of the health IT community
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HIMSS Social Media MissionThrough the use of social platforms, let’s accelerate health information technology innovation and diminish complacency:
• Strengthen industry discourse through inclusion and diversity of perspectives
• Unearth and nurture emerging industry opportunities
• Elevate key existing and inspire new industry priorities
• Highlight and celebrate leadership that supports this mission
• Advocate for and practice social media best practices and tactics to maximize social media’s value to the industry
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HIMSS Social Media VisionDevelop and nurture a proactive social media environment that enables the industry to centralize, organize, self-start, and advocate for positive change in health management and care delivery through information technology.
• Maximize number of professionals and organizations proactively using social media to advance our mission
• Enrich social conversation with productive discourse
• Amplify awareness of health IT and its overall importance to allhealth(care) decision-makers and stakeholders
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How to Build Out your HIMSS17 Social Media Strategy
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Delight Your Audience
Source: Cooler Insights | Inbound Marketing 101: A Beginner’s Guide
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Delight Your Audience
Tip #1: Build a landing page that has all your conference activities and valued resources in one place.
Tip #2: Drive traffic to your landing page/web site with a thought leadership blog series, memes, infographics, etc.
Tip #3: Host an interactive social activity (Twitter chat, meetup, game show, photo booth) before, during and/or after HIMSS17 – house results, photos, etc. on your website/landing page.
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Default to Storytelling
Gary Vaynerchuk, CEO VaynerMedia
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Default to StorytellingTip #1: Invite end-users, clients, staff and influencers to tell stories about the work you do – not the products you sell.
Tip #2: Make it your mission to feature actual people in every piece of content you create and story you tell.
Tip #3: Take inspiration from and connect with those that have told their #IHeartHIT stories.
Find them on Twitter >>Find curated stories here >>
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Be Gracious
7.48 billion
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Be Gracious Tip #1: Give before you get. If you are a marketer, start every campaign with an offering before you ask for anything in return.
Tip #2: Please, stop the booth cattle calls. Period. No one is listening. Add value to your social audiences.
Tip #3: Don’t ruin the social media experience for everyone else. Don’t spam the feeds with offers. Don’t peddle your retweet contest. Be stewards of the social experience.
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Engage a Community
#
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Engage a Community
Tip #1: Target the audiences that care about what you have to say by using the HIMSS17 Hashtag Guide before, during and after HIMSS17.
Tip #2: Monitor users of these hashtag communities to build long-lasting and sales-driving relationships.
Tip #3: Bring digital interactions face-to-face by hosting social events, attending community/initiative-focused meetups.
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Know your Influencers
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Know your InfluencersTip #1: Note social media best practices, engaged audiences and prevalent topics commanded by HIMSS’ Social Media Ambassadors. Follow their planned activities via the HIMSS17 Newsfeed.
Tip #2: Follow and engage with HIMSS Social Media Ambassadors via the official Twitter List.
Tip #3: Connect with the health IT social media leaders and industry influencers onsite during the Meet the Social Media Ambassadors meetup.
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Mind your Tone
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Mind your ToneTip #1: You have to earn your right to market and sell on social. Pushy sales tactics are a turn-off. Lead with engagement.
Tip #2: Be accessible. Avoid overly technical, jargon-filled content and conversation. Simplicity is the sweet spot of science + art in social media. Tell a joke. Post a meme. Diversify your content to invite a diverse audience.
Tip #3: Remember that there may be more knowledgeable people than you that you’re selling to. Don’t assume you’re the only expert at HIMSS17.
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Be Human
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Be HumanTip #1: Be in the moment. Find your balance between scheduled and in-real-time social posts. A nice balance will allow for you to be present.
Tip #2: If people mention or engage you, find the time to engage back.
Tip #3: Add a personal touch to your social communications. Add initials to replies. Respond with GIFs and emojis. Let people know they are connecting with a person, not just a brand.
Tip #4: Build your HIMSS17 social media strategy with compassion. Use visuals. Be succinct. Curate with pride. Be memorable.
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Know your Audience
Top technology investment predictions for 2017 – 5,461 U.S.-based hospitals
Source: 27 hot health techs to watch in 2017 (HIMSS Analytics)
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Know your AudienceTip #1: Do your homework. What are the latest trends in your strategic areas of focus? Buying attitudes? Behaviors? Map these to your social media strategy.
Tip #2: Integrate pain points and emerging opportunities in to your social messaging to drive conversation.
Tip #3: Seek out research sources and industry trends to create a value proposition for your brand’s narrative on social media. Try designing mini social infographics.
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Explore the Trends
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Explore the TrendsTip #1: Mine and monitor trends and engagement opportunities using a social media management tool like Hootsuite for relevant business intelligence.
Tip #2: Find trending hashtags via services like Symplur to identify influencer and observe trends/opportunities to reach your audience.
Tip #3: Seek out research sources and industry trends to create a value proposition for your brand’s narrative on social media. Try designing mini social infographics.
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Recap1. Delight your Audience2. Default to Storytelling3. Be Gracious4. Engage a Community5. Know your Influencers6. Mind your Tone7. Be Human8. Know your Audience9. Explore the Trends
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Go-To Social Media Resources1. HIMSS Social Media Ambassadors 2. HIMSS17 Updates & Announcements 3. HIMSS17 Hashtag Guide 4. Follow HIMSS on Facebook, Twitter, LinkedIn & Group5. Destination HIMSS 6. #HIMSS17 Hashtag Insights 7. HIMSS17 Mobile App8. HIMSS17 Exhibitor Marketing Toolkit9. A Hacker’s Guide to HIMSS17 – Coming Soon!
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Save the Date!
Jan. 31#HIMSS17-focused #HCLDR Twitter ChatCheck in with HCLDR Blog & HIMSS17 News for details
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Questions?
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Stay in Touch
Sumit SharmaDirector, Social Media@SumitSharma930
Michael GasparProgram Manager, Social Media@MichaelGaspar
www.himssmedialab.com