® Western Digital Networking Roadshow Campaign Summary 11.14.12.
Ipha social media presentation 11.14.12
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19-Oct-2014 -
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Business
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Transcript of Ipha social media presentation 11.14.12
The confluence
of public health
& social media
overviewIntroduction
What Is Social Media?
Why Does Social Media Matter?
What to Know Before Getting Started
Suggested Social Media Platforms
Suggested Implementation
@shmaraksmpr#IPHAgetssocial
How has social media changed our lives?
check this out.
Is the public health community engaged in
social media—or “wallflower media?”
many public health & non-profit initiatives are wallflowers• They join networks, but wait for people to find them
• They don’t engage with followers or constituents
• They don’t seek out partnerships or alliances
• They go back to their marketing comfort zone, but they don’t reap the results• Typically, they focus on awareness or sales messages• They don’t emphasize the right kind of education messages
Was this ad an early form of social media?
your goal:
don’t just come to the dance…
…find others to dance with.
what is social media?• A definition of marketing
– The exchange of goods and services• A definition of social marketing
– Engaging in communications to facilitate a desired exchange
Traditional Marketing
Dominate the market
Shout out loud
“Me, me, me”
Push the product, service
Advertising
Control
Pursue ‘leads’
Social Media Marketing
Create a community
Listen, then whisper
“Us, us, us”
Pull in people with your message
Word of mouth
Allow
Nurture relationships
what is social media?
what is social media?
why does social media matter?• Your competition is there
• Direct and indirect• They are using it more than “once a week”• They are integrating it into daily operations
• Organizations are using it to leverage donations, commitment and participation
• You don’t need to buy space to use it
• You’re using it and you don’t even know it• e.g., Amazon.com reviews
what to know before getting started
Description, summary of
individual, organization and/or business
Evolves from activity in the
network, tone and quality of
engagement
End product judged by other members based on previous steps. The network
perceives high trust members as influencers
Profile
Identity Reputation
Trust
Profile deepens with connections,
content, group associations
what to know before getting startedAsk smart questions.
• Who is on the receiving end of my messages? Patients? Doctors? Government officials? Do they need me now or do they need me later?
• Where are these people online?
• What are my organization’s goals? How can I influence conversations to meet these goals?
• Who will lead your social media marketing efforts?
• Is the organization prepared for the time and commitment to building our community?
what to know before getting startedWhere does social media fit in your “marketing mix?”• Brand/Advertising
• Look, feel and tone
• Public relations• Message, education and reputation
• Development communications• Web site
• SEO, SMO
suggested implementationCreate a social media policy—and have people sign off that they will adhere to it.
• Clarify what constitutes as social media content• Tone, frequency, grammar, etc.
• Determine and communicate your organization’s attitude toward social media to as many people as possible• Will everyone be welcomed to be a part of “the dance?”• What are the goals you seek to accomplish?
• Determine who owns the strategy and execution• Suggestion—a three-pronged social media committee led by
Executive Director, Marketing and “on the street” leadership
suggested implementation• Establish rules of engagement
• Off-limit topics and professionalism
• Make training available
• Have a crisis plan• Public health emergencies (H1N1)• Adverse conversations about your organization• Government advocacy and intervention
suggested implementationDevelop a content schedule.
• Mapping out information will help you determine several components of social media• “Do we have a lot to say? Are we relevant?”• Level of frequency
• Content can come in the form of other people thinking or saying what your organization believes in • Social media = Engage conversations• “Retweets”
• Schedule can coincide with other parts of your operations• Health fairs• Events/health screenings• Speeches• Volunteer/staff recruitment
suggested implementationStart joining conversations.• Start with one or two platforms and/or channels
• Listen to conversations for a short time
• Create, optimize profiles
• Identify, join and engage groups
• Contribute regularly with value-added content• Avoid sales pitches as much as possible
• Be helpful, professional, proactive and responsive
suggested implementationMonitor what is being said about your cause and organization.• Listen to “buzz” to inform future content, message
development• Track related ailments and/or health issues.
• Free tools• Google Analytics• SocialOomph.com• CoTweet• Klout
• Premium tools• Sprout Social• Radian6• Sysmos
suggested resources
Thank you.
APPENDIX
about DKC
48
Work with companies, both large and small, on a wide variety of issues – from executive profiles to brand building to crisis management.
Represent some of the nation’s biggest and most innovative companies, public and private, and partner with agencies to handle properties with business interests outside the U.S.
Understand the corporate culture and landscape and are equally adept at both internal and external messaging.
Look beyond traditional corporate channels to create news for the companies and their business interests.