Julia Campbell J Campbell Social Marketing Harnessing the Power of the Patient Washington, DC July 17, 2013 @JuliaCSocial #patientpower

About Me I have worked with nonprofits large and small, both internally as a Development & Marketing Director and externally as a consultant. I help nonprofits use online tools such as social media, blogs and email marketing, to connect with their supporters. To learn more about the marketing and social media services I offer, and to read my blog about all things social media and nonprofits, visit www.jcsocialmarketing.com @JuliaCSocial #patientpower

Video http://www.youtube.com/watch?feature=player_embe dded&v=QUCfFcchw1w#! @JuliaCSocial #patientpower

Social Media RULES OF THE ROAD Social media tools are always changing. (You cant cross it off the To Do list.) Getting on social media is not a marketing strategy. Using social media will not compensate for a bad program or service. The tools are NOT free they take time, capacity, knowledge, resources. @JuliaCSocial #patientpower

Social & Mobile are HOT 67% of online adults use social networking sites. 15% use Pinterest 13% use Instagram 6% use Tumblr 67% use Facebook 16% use Twitter 20% use LinkedIn Pew Research Centers Internet & American Life Project: http://www.pewinternet.org/ @JuliaCSocial #patientpower

Social & Mobile are HOT 71% of women are users of social networking sites, compared with 62% of men. Fully 40% of cell phone owners use a social networking site on their phone, and 28% do so on a typical day. @JuliaCSocial #patientpower

Whats Hot? HOT TOOLS HOT CONCEPTS Facebook Graph Search New Facebook features Tumblr Pinterest Instagram SlideShare Vine Snapchat Curation tools (Scoop.it, Storify) Content/inbound marketing Multichannel strategies Focusing on fewer channels and doing them well Increasing the social media spend (consulting, ads) Data analysis for ROI or ROE Elimination of silos Social for charitable causes/cause marketing Crowdfunding @JuliaCSocial #patientpower

Whats Not? Posting and leaving Spam Push marketing No customer service/not answering comments In-authenticity Cheesiness Desperation Buying likes and followers @JuliaCSocial #patientpower

Facebook Graph Search Very different from Google Search Find more of what youre looking for through your friends and connections. Your privacy choices determine whats searchable. With Graph Search, you can look up anything shared with you on Facebook, and others can find stuff you've shared with them, including content set to Public. That means different people see different results. @JuliaCSocial #patientpower

Facebook Graph Search 1) Conduct research on supporters. SHIFT Communications example 2) Get more Likes! Make your page easier to find. 3) Increase exposure to new people. My friends who like animals. 4) Old content can be found again. Caption and location tag all photos! 5) Showcase your events. @JuliaCSocial #patientpower

New Facebook Features Working hashtags Photos in comments Instagram adds video Facebook Insights getting an upgrade Replies to comments feature now in chronological order @JuliaCSocial #patientpower

TUMBLR Where the 18- 29 demo lives! @JuliaCSocial #patientpower

Tumblr is HOT! Tumblr may not have the most users, but its heavily- used by those who love it. Micro-blogging, heavily visual KISS Keep it simple, silly! Focus is on IMAGES, memes Social network sharing Use reblogging, following, liking @JuliaCSocial #patientpower

Tumblr To Write Love on Her Arms is a non-profit movement dedicated to presenting hope and finding help for people struggling with depression, addiction, self- injury, and suicide. TWLOHA exists to encourage, inform, inspire, and also invest directly into treatment and recovery. @JuliaCSocial #patientpower

Tumblr Resources: Crash Course Tumblr 101: http://www.digitaltrends.com/social-media/how-to- use-tumblr/ Nonprofits using Tumblr: http://communityorganizer20.com/2013/03/06/five- nonprofit-organizations-connecting-with-tumblr/ @JuliaCSocial #patientpower

PINTEREST Not just for recipes and pretty shoes! @JuliaCSocial #patientpower

Pinterest is HOT! Pinterest has almost caught up with Twitter 15% of adult U.S. Internet users (16% on Twitter). Pinterest has almost 25 million monthly unique visitors. Pinterest posts last longer Pinterest pins have a half life of over one week. (Tweet is 5-25 minutes; 80 minutes for Facebook) Pinterest is aspirational, not of-the-moment. All statistics from the Pew Internet & American Life Project (PewInternet.org) @JuliaCSocial #patientpower

Pinterest Articles written about how Pinterest may be the best starting point for marketers in pharma and patient advocacy. Not as conversational social without the chatter Less legal risk Can be used for education Teach people about a new product or service how it works and how it will benefit them Humanize your organization/company More ideas: http://www.parkerwhite.com/b2b- pinterest-40-ideas/ @JuliaCSocial #patientpower

Pinterest Create Boards related to your organization but think of the audience. What to pin? Videos from YouTube or Vimeo Testimonials Reports/graphs Webinars Images with text overlay Infographics @JuliaCSocial #patientpower

Pinterest Resources Accounts to follow: NonprofitOrgs Noland Hoshino Pinning4Good John Haydon A list of 102 Things to Pin on Pinterest is at: http://jcsocialmarketing.co m/2012/08/102-things-to- pin-on-pinterest @JuliaCSocial #patientpower

Instagram The land of #selfies and #foodporn @JuliaCSocial #patientpower

Instagram is HOT! Used only on mobile devices you can see and like photos on a desktop but cannot upload or edit a photo Cant share other peoples photos (easily) Now featuring video! Statistics: 100 million Monthly Active Users 40 million Photos Per Day 8500 Likes Per Second 1000 Comments Per Second @JuliaCSocial #patientpower

Instagram @charitywater shows their efforts to improve lives through clean water @unfoundation campaigns, announcements, volunteers @twloha - #FearVsDreams @unicefusa - #5thbday @robinhoodnyc photos from events, fundraisers and meetings @JuliaCSocial #patientpower

Instagram Have a healthy balance of fun pictures and business images. Host photo contests. #beverlyblock, #sonylove Reward followers. Feature your customers! Promote events. Showcase your brand experience. How to use Instagram: http://www.suebzimmerman.com/ @JuliaCSocial #patientpower

SlideShare Share your presentations! @JuliaCSocial #patientpower

SlideShare is HOT! 3 billion slide views per month! Worlds largest community for sharing presentations Supports documents, PDFs, videos and webinars. @JuliaCSocial #patientpower

SlideShare Customize your channel Use as a resource for your fans research, reports, presentations, how-to videos Upload reports and newsletters Share presentations with other social channels Upload videos why not a video annual report? Comments to continue the conversation, answer questions Display your content on LinkedIn, Facebook Archive conference presentations, training & orientation materials @JuliaCSocial #patientpower

Vine 6 seconds to get your message across! @JuliaCSocial #patientpower

Vine is HOT! Twitters smart phone app (on iOS and Android) A mobile service that lets you capture and share short looping videos 6 seconds long. http://blog.twitter.com/2013/01/vine-new-way-to- share-video.html @JuliaCSocial #patientpower

Vine Called Instagram for videos. Use it to showcase your mission and your impact: elevator pitch Share facts Say thank you to supporters Volunteer appreciation Giving your brand a personality and some life have fun! Make people smile Special announcements @JuliaCSocial #patientpower

Vine Boehringer Ingelheim, Abbott and AstraZeneca are among the first pharmaceutical companies to start experimenting with Vine. Videos cover disease awareness, prescription medicine assistance and event promotion https://vine.co/v/huBMeJt0Ddl https://vine.co/v/bJnUH0nOJtt https://vine.co/v/bQwztZnIMnU @JuliaCSocial #patientpower

Snapchat Where tweens/teens live! @JuliaCSocial #patientpower

Snapchat Over 50 million snaps (images or video) are sent per day. Users share images or videos that disappear after a few seconds forever. Time-limited sharing (1 10 seconds) Screenshot alert Countdown clock Snapchat limited to Facebook, phonebook and Snapchat friends @JuliaCSocial #patientpower

Content & Curation The future of social. @JuliaCSocial #patientpower

Content Marketing is HOT! I think social is just a fancy word for human Content is just stuff people need to know to be human. Nick Kellet, co-founder List.ly Content marketing is the art of communicating with customers and prospects without selling. Delivering information that makes your buyer more intelligent, informed and happy! @JuliaCSocial #patientpower

Content Marketing Content is Blog posts E-books Books Slideshows Videos Facebook posts Tweets LinkedIn updates Etc. Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving profitable customer action. Content Marketing Institute, http://contentmarketinginstit ute.com @JuliaCSocial #patientpower

Content Curation is HOT! Content Curation is a form of content marketing where a publisher or small business editorially collects the best content related to a specific niche and targeted to a specific audience then enhances that content by adding personal opinions and expertise. Forbes @JuliaCSocial #patientpower

Content Curation Compare to a museum curator: They identify a theme, provide the context, decide which paintings to hang on the wall, how they should be annotated, and how they should be displayed. (Beth Kanter) A good content curator continually seeks, makes sense of and shares the best and most relevant content on a particular topic online. @JuliaCSocial #patientpower

Content Curation Tools for Content Curation Scoop.it http://www.scoop.it/u/juliacampbell Storify.com http://storify.com/jcsocial/sandberg Paper.li Online newspaper List.ly Social, visual lists (Top Marketing Books, Top Crowdsourcing Sites, Must Read Tech Blogs) The Tweeted Times Pocket Central place to pull in content from all your devices @JuliaCSocial #patientpower

Takeaways Set a timer. Do one or two things well. You will never, ever, ever consume all the information available. There will always be one more tweet to send, one more post to write. Maintain authenticity. Use a personal voice. Outsource if you need it. Dont lose sight of whats really important to you. @JuliaCSocial #patientpower

Connect with me! Julia Campbell @JuliaCSocial J Campbell Social Marketing julia@jcsocialmarketing.com 978-578-1328 www.jcsocialmarketing.com @JuliaCSocial #patientpower