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Learn how creating meaningful conversations based on emotional and functional needs with your most prized customers and prospects can radically change how you do marketing.
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Meaningful Social Media
Jeff James
Mythology
Agenda
• What is Social Media? • The Sites, Apps and Tools • Planning for SM Success• Publishing Sticky, Shareable Content • Managing and Measuring your SM Presence • Earning (and Keeping) Likes, Friends and Followers
SOCIAL MEDIA
What is Social Media?
Top Social Media Sites
Social MediaAdvantages Disadvantages• Vehicle to communicate with clients, investigate online reputation, and survey target markets easier • Provides unprecedented access to clients and prospects • Easier to segment markets by using groups within the social media platforms, and learn about their buying habits, behaviors, and other pertinent information• Allows companies to closely monitor customer complaints, and address concerns quickly with less cost
• Can be intimidating and overwhelming if not properly used• Requires personal engagement with clients and more prompt / direct responses than traditional methods• Time intensive • Easier to misunderstand tone or requests of clients than traditional communication methods• Seemingly faddish to some segments • More prone to magnify mistakes or human errors• Few standard measures for ROI
Not All Participants are the Same
Emerging Developments
• Quick Response • Location-Based
SITES, APPS AND TOOLS
Social Communities
Types of Sites
• Community – Social Broad– e.g., Facebook, Google+
• Community – Social Niche – e.g., NING-based communities
• Community – Professional
• Content Sharing and Curating – e.g., YouTube, Vimeo,
Instagram, Flickr, Pinterest, SlideShare
– e.g. Tumblr
• Location-Based – e.g., Foursquare
• Rating/Recommending – e.g., Yelp, HealthGrades
Social Utility/Function
FacebookFacebook is a social networking service and website launched in February 2004, operated and privately owned by Facebook Inc.[1]
As of February 2012, Facebook had more than 845 million active users.
Facebook Concepts and Tips
• Terminology – Page – “Like”– Timeline – Showcase Pages– Facebook Insights
• Tips – “Use as” your page vs. your
personal Facebook profile
– Set up Showcase pages• Landing page (ie,
facebook.com/MyPTPractice)
– Respond to comments!
– Like and respond to posts by influencers, likers
– Don’t over-post on Facebook• About 2-3 per day
– Post photos and videos often
Showcase Pages
Facebook Insights
Google+
Google+ (pronounced and sometimes written as Google Plus, sometimes abbreviated as G+) is a social networking and identity service,[2][3] operated by Google Inc.
Brand Sites on Google
Google+ Cool Stuff
Why to Create a Google+ Page…
TwitterTwitter is a real-time information network that connects you to the latest stories, ideas, opinions and news about what you find interesting. Simply find the accounts you find most compelling and follow the conversations.
At the heart of Twitter are small bursts of information called Tweets. Each Tweet is 140 characters long, but don’t let the small size fool you—you can discover a lot in a little space. You can see photos, videos and conversations directly in Tweets to get the whole story at a glance, and all in one place.
Great for: •Steady engagement with influencers •Peer and professional networking•Driving traffic to a blog or video
Twitter Concepts and Tips
• Terminology – Followers – Hashtags #– Retweets – Trending topics
• Tips – Ask patients, partners,
vendors, etc. to follow you
– Follow them back
– Follow industry and professional groups, influencers
– Tweet frequently, consistently
– Promote blog posts with a tweet
– Retweet tweets from your patients, partners, vendors
LinkedInLinkedIn is the world’s largest professional network with over 120 million members and growing rapidly. LinkedIn connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportunities with a broader network of professionals.
Excellent for: •Professional networking•Reaching business & professional patients•Targeted, regional online advertising
YouTubeYouTube allows billions of people to discover, watch and share originally-created videos. YouTube provides a forum for people to connect, inform, and inspire others across the globe and acts as a distribution platform for original content creators and advertisers large and small.
Excellent for: •Adding personality to your brand•Building buzz and word-of-mouth•Educating and sharing thought leadership content •Sharing personal, emotional stories
Pinterest lets you organize and share all the beautiful things you find on the web. People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes.
Best of all, you can browse pinboards created by other people. Browsing pinboards is a fun way to discover new things and get inspiration from people who share your interests.
Brand accounts are the same as a regular user's account and have all the same features.
Yelp & Ratings Sites
Managing Your Reputation
• Do– Provide and maintain updated
information about your organization
– Be proactive
– Be pleasant
– Be accurate and positive in setting record straight
– Invite poster to contact you to clear up the issue
– Encourage positive reviews from happy patients
• Don’t – Respond too personally or
emotionally
– Get sucked into a never-ending back and forth
– Ignore negative ratings or comments
NING – Niche Communities
Ning is the world’s largest platform for creating social websites. Top organizers, marketers, influencers, and activists use Ning to create an online destination that weaves social conversations in content and inspire action. Ning makes it easy for brands of all shapes and sizes to build custom and powerful social websites.
Use when your community is •well-defined•fairly large•passionate•seek to connect to one another•want to contribute content
PLANNING FOR SUCCESS
Planning for Success
• ROI – What are Your Goals? • Patient and Constituent Segments • Value Proposition • Rings of Influence • Social Media Roles• Content Types • Content Calendar
Marketing Accountability
Goals and Objectives
Objective Measurements of Success
Awareness
Interest/Preference
Action/Inquiry
Conversion
Loyalty
Advocacy
Other (Data Capture/ Profiling)
Content Needs an Audience to Generate Return on Investment
In today’s crowded media and content-saturated world, it’s not enough to simply update your blog or website.
You have to give your content legs to connect with social media and mobile networks of influence.
twitter.com/buildingbelief
Plan and Create Your
Organization’s (Sticky) Content
Publishvia Blog
What are the business goals?
Who’s planning, managing, measuring?
What’s the target audience?
What value are you really delivering to the audience? Why should they care to follow?
Who’s building the content calendar?
Who’s creating content?
What are the weekly/ monthly story ideas?
Who’s approving the content?
Who’s responding/ conversing with the audience?
Distribute via Social
Media and Email
Optimize with your priority search
engine keywords
Pull out interesting tidbits for posting on social media sites using a simple tool like HootSuite or Tweetdeck
The Social Media Planning and Execution Map
Use the blog headlines to develop your e-newsletter; customers will click back to your blog to read the full articles, which will improve your search engine rankings!
Interact and listen to audience for
new content ideas. Ask them
to contribute content
1 2
3
4 5
67
Tip: Use “hashtags” to join in or start conversations, on Twitter such as #buzznuggets
Tip: “Sticky” = 1) unexpected, 2) delivers emotional, functional or entertainment value, 3) simple
Exercise• Who are the influencers in your…
– Niche segments– Key Regions Message
Influencer InfluencerInfluencer
Market
Rings of Influence and Interest
Content
Participants of the content Friends/family/colleagues/admirers of the participants Other relationship networks in which the participants engage (teams, clubs, schools, companies, church, etc.) People interested in the direct topic or theme of the content People interested in the implications of the content theme Media/bloggers who cover the content subject or its implications Uninterested viewers who become interested because it’s trending popular or presented to them at the right time
Steps• Spark initial interest from personal networks• Gain traction in interest networks • Earn general public attention with SUCCESs
Personal Networks
InterestNetworks
GeneralPopulation
Topic/Theme Interest Communities
Friends/Family
Rings of Influence and Interest
ContentParticipants
& TopicsTeams/Clubs/
Groups/Schools/
Church/Alumni Networks Workplace
“Brag Network”
Implication Interest
Communities
Media/Blogs Who Cover the Topic/Theme
and/or its Implications
General Population
Interest in the Individual ParticipantsTurbo-Charged by Popularity of Participant
Interest in the TopicTurbo-Charged by SUCCESs Criteria
SimplicityUnexpectednessConcretenessCredibilityEmotionStory-Based
Admirers
Exercise
• What are your “rings of influence”?– Business/professional– Community– Personal
Team Roles/Responsibilities
Role Responsibilities OwnerPrimary
Site Manager Manage and optimize content publishing process Manage content calendar and ensure delivery Ensure search engine optimization and cross-promotion of contentPublish metrics , recommend improvements
Community Host
(NOTE: May be owned by Site Manager) Respond to posts, Route questions/complaints
Content Contributors
Provide content based on calendar assignments
Customer Service
Receive and act upon comments, complaints routed to them by Site Manager
Team Roles/ResponsibilitiesRole Responsibilities OwnerSupporting
Compliance Manager
Provide proactive policies to guide content developmentService-level agreement (SLA) for content review/approval Priority review/approval process for response content
Brand Management
Provide brand and “voice” guidelines Periodic review to ensure brand alignment
Creative Team Provide branded logos, images, “skins”, infographics
Training Train team members on “listening”, content, responsive management and other skills
Executives Support and champion social media policies, strategiesEnsure accountability and results reporting
Bringing it All TogetherContent Development and Distribution Framework
Content Sources Content Types Review and Approval
Content Channels Publishing and Optimization
Formats: •Print Collateral •Web Content •Video •Presentations •Social Media Posts
Topics:
• Search Engine Optimization (Keywords) Review
• Publishing Across Channels
• Response and Conversation Management
• Issue Escalation
STICKY CONTENT
Brand Connections
Trust,Emotional Alignment,Relevance
Need
What Makes an Idea Stick?SUCCESs• Simplicity
– Finding the core of the idea
• Unexpectedness– Combining surprise and interest
• Concreteness– Bringing it alive with the five senses (memory Velcro)
• Credibility – Tapping the power of authority – or anti-authority – to build belief
• Emotional – Priming people to care
• Stories– Generating involvement that leads to action
Made to Stick, Heath and Heath © 2007 Random House
Making Meaning: How Successful Companies Deliver Meaningful Experiences
Accomplishment
Beauty
Creation
Community
Duty
Enlightenment
Freedom
Harmony
Justice
Oneness
Redemption
Security
Truth
Validation
Wonder
How Sticky?
Some Tips
• Pick emotional platforms and cause themes that are logically and credibly related to you and what you do
• If choosing a cause to embrace, make sure there is a clear benevolent intent – don’t be too directly self-serving! – Make sure it benefits people regardless of whether they buy your
product or service
• Tell lots and lots of real-world stories of people who have been touched by your brand and/or cause
• Be careful of political landmines (see Susan G. Komen); just make sure that the emotions, values and causes you infuse into your brand and align with really do map to what your organization stands for!
MANAGING AND MEASURING SOCIAL MEDIA
Management and Measurement Tools
• Hootsuite, Tweetdeck• Content Calendar • Facebook Analytics • Google Analytics • Klout• Other
– Hashtracking.com– Tweetreach.com– Argyle Social
Hootsuite
Save your time and your sanity. Monitor and post to multiple social networks, including Facebook and Twitter using the HootSuite dashboard.
Save your time and your sanity. Monitor and post to multiple social networks, including Facebook and Twitter using the HootSuite dashboard.
Create custom reports from over 30 individual report modules to share with clients and colleagues. Track brand sentiment, follower growth, plus incorporate Facebook Insights and Google analytics all without leaving the dashboard.
Create custom reports from over 30 individual report modules to share with clients and colleagues. Track brand sentiment, follower growth, plus incorporate Facebook Insights and Google analytics all without leaving the dashboard.
Create custom reports from over 30 individual report modules to share with clients and colleagues. Track brand sentiment, follower growth, plus incorporate Facebook Insights and Google analytics all without leaving the dashboard
Content Calendar
Facebook Insights
Klout
Our friendships and professional connections have moved online, making influence measurable for the first time in history. When you recommend, share, and create content you impact others. Your Klout Score measures that influence on a scale of 1 to 100.
EARNING LIKES, FRIENDS, FOLLOWERS, RETWEETS, ETC.
The Cheap Way…
Effective Ways…
• Be personal, informal, friendly • Engage the emotions • Create and/or align with a community cause• Showcase individuals on your staff with personal tidbits • Patient stories (approved by them, of course)• Use images and video • Ask questions, launch surveys • Launch simple contests • Share special offers
Walmart Mom’s
• Founded by Sam Walton, Walmart is based of serving the underserved
Summary• Plan!
– Roles, owners, responsibilities – Content plan and calendar
• Start simple – Choose a platform, then move to others
• Build your rings of influence – Connect blog, web site, social media
• Be engaging – Emotional, personal, friendly – meaningful! – Stories, not just facts or announcements – Showcase individuals; put faces on your practice
• Manage and measure– Set up Hootsuite or Tweetdeck – Set up goals and check in on them at least monthly
