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
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 [email protected] 978-578-1328
www.jcsocialmarketing.com @JuliaCSocial #patientpower