NIATX/SAAS

How to Use Social Media and Measure its effectiveness

Claire CelsiThe Public Relations Project, LLC

Des Moines, Iowa

Claire Celsi

Public Relations & Social Media– Blogger:

• www.publicrelationsprincess.com

– Public Relations Counsel– Social Media Strategy– Crisis Management– Media Training– Message Management– News Junkie

“Social media is people building

relationships online”

Simply put…

What is Social Media?

C

Stats Update

• Facebook surpassing 500 million active users this month – and half of those people log in every day. 100 million users log in on a mobile device.

• More than 2/3 of all Internet users in the U.S. have at least one social media account.

• Twitter now has 190 million users, and generates 65 million tweets daily.

• Linked In now has 70 million members.

Source: http://econsultancy.com/blog/6205-revised-mind-blowing-social-media-statistics-revisited-and-20+-more

Case Study - Iowa Lottery

Agenda

• How to start a social media program• SM strategy and management• Creating effective content• Using social media in confidential settings

Case Study - Iowa LotteryStarting a Social Media Program

• Buy-in from board and CEO• Inclusion/Input• Budget/Staffing (free but not cheap)• Commitment level• Answer the simple question: Does it meet a need?• Your industry is process and outcomes oriented – which is somewhat anathema to social media

Case Study - Iowa LotteryHospitals vs. Treatment Centers

• Hospitals have breached the invisible barrier• Marketing and public relations have a big role• Patients self-contribute testimonials• Have some fun already!

Piano playing couple at Mayo

http://www.youtube.com/watch?v=RI-l0tK8Ok0

Case Study - Iowa LotterySocial Media Strategy & Management

• Target Audience• Objectives (quantifiable)• Integration• Culture change• Capacity• Tools and Tactics• Measurement• Experiment

Case Study - Iowa LotteryTarget Audience

o Age/Geographic locationo What do they already know or believe about

your organization?o What key points do you want to make?o What new media tools are they already

using?o Do you need any more research?

Case Study - Iowa LotteryObjectives

o What do you want to accomplish?o How does new media objective complement

the goals and objectives in your organization’s mission and communications plan?

Case Study - Iowa LotteryIntegration

o Emailo Websiteo Search Engine strategyo Public Relationso Government relationso Internal communications/policies

Case Study - Iowa LotteryCulture Change

o Embrace social mediao Internal champions/organizational championo Fears or concerns (legal or bias)o Rate of changeo Level of authority behind effort (balance)o Commitment

Case Study - Iowa LotteryCapacity

o Who will implement social media strategy?o Can you allocate five hours per week?o Outside expertise may be neededo Content resources should be budgeted

• Outside consulting• Video editing• Photo purchases• Prizes (actual prize and contest rules)

Case Study - Iowa LotteryTools and Tactics

o Which tools best support your audience?o Which tools do you have the capacity for?

Measurement – Two Schools

Direct ROI – Sales model

Amount spent = Amount gained in “new sales”

or income

Thought Leadership Model

InfluenceCustomer serviceInformation sharingCommunity resourceVanquish misinformationProvide industry visibility

Case Study - Iowa Lottery

Measurement – Monitoring Tools

Paid

Radian 6AlterianViral HeatListenLogicBiz360

Free

Google AlertsTrackurSearch.Twitter.comSocial MentionFacebook SearchBlogpulse

Ca

Metrics And Measurements

• Actively friend and follow (x) per week• Engagement and feedback• Blogger interaction/comments• Change in tone/tenor of media coverage• Links in and out and blogroll• Mentions on other blogs and in the media• Increase in awareness of key messages

Social Media Channels

– Repurpose existing video– Create topical messages, information on addiction

and treatment– Refer to videos using Facebook and Twitter– Testimonials abundant online– Number two search engine behind Google

Social Media Channels

Social Media Channels

• Facebook– Top of mind messages– News and information– Educational messages– Push out video and blog posts

Social Media Channels

Social Media Channels

– Crowd sourcing– Top of mind messages– News and information– Educational messages– Push out video and blog posts

Social Media Channels

• Hiring/recruiting• Confidentiality• Customer service challenges• Emergencies/Crisis

Issues Management

To put out a social media fire, use social media

water!

Crisis Management

• Blogging is the most effective method of creating content, publishing content and getting the attention of search engines

• Use an editorial calendar to plan and manage blog content

• Take advantage of topical news stories• Use Hootsuite to manage Twitter content• Facebook can replicate and amplify efforts

Content Creation

• Social media is just a tool• All the normal HIPAA rules apply• You’re not talking about individuals who are in

treatment, rather issues, information• Use testimonials carefully and with disclaimers• Involve your legal team early and often• Remove questionable/controversial content upon

request

Confidentiality

• Social media policy should contain:– Best practices– Recommendations– HIPAA reminders– Approval process– If you’re in doubt, don’t post it– Be professional

Confidentiality

Depends on your objectives….

Create awareness

Community resourceMore treatment referrals

Showcase leadership

More media coverage

Higher-quality applicants Higher recovery rate

What Does Success Look Like?

• Facebook• MySoberScene.com• AA

Aftercare Sites

• Facebook private groups• Ning: Read this: http://networkedblogs.com/5LpIV• Online journaling using private blogs• Skype• Mobile check in via text or Twitter

Options for Treatment/Support Groups

• Guest blogging• Blogroll (Linking to each other)• Friend, follow and interact with each other• Set and follow a schedule of friending and

following health care professionals in your community

• Hold community events together

Spread Your Influence

• Experience in other communications disciplines, especially public relations

• Design and digital capacity• Proven results (don’t let them practice on you)• Integrity – Check references• Online influence

Selecting a Social Media Consultant

• Jumping in without a plan• Never getting started – “Social media paralysis”• Individual-driven rather than institution driven• Too sales-y and not cooperative with the social

media universe (cocktail party)• Don’t let an intern be in charge• Fear of criticism or controversy – be transparent

Pitfalls to Avoid

• ThePort.com (non-profit webinars & resources)• Smartbrief on Social Media (sign up for email)

– http://www.smartbrief.com/signup/

• Mashable http://mashable.com/• Hubspot Web Grader http://websitegrader.com/• Facebook blog http://blog.facebook.com/• http://www.nonprofitmarketingguide.com/blog/• http://www.bethkanter.org

Free Resources

Presents!

• Strategy worksheet• “How to do” social media handbook• This presentation

Free Resources

Thank you!Questions?

Claire CelsiThe Public Relations Project LLC

claire.celsi@gmail.com@clairecelsi

515-554-6754