What's Your Story? Designing Social Media Engagment

Digital strategies, integrated marketing & web sites for social

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Today we’ll:• Explore social media engagement • Learn how to tell on-brand stories• Discuss social media listening and

how to measure success

•Oh, and have some fun.

Cool?

Let’s do this.

Digital EngagementEcosystem

Social Media

Display

Mobile

WebContent

Email

Paid Search

Digital EngagementEcosystem

Social Media

Display

Mobile

WebContent

Email

Paid Search

More than 40% of consumers say that information found via

social media affects the way they deal with their

health.

Source: Mediabistro

30% of adults are likely to share information about

their health on social media sites with other patients,

47% with doctors, 43%

with hospitals, 38% with a health insurance company

and 32% with a drug company

Source: Fluency media

41% of people said social media would affect their choice of a

specific doctor, hospital, or medical facility

Source: Demi & Cooper Advertising and DC Interactive Group

31% of health care

organizations have specific social media guidelines in writing

Source: Institute for Health

“

THE POWER OF STORYTELLING

The best and most beautiful things in the world cannot be seen or even touched. They must be felt with the heart.

Helen Keller

SOURCE: http://www.lyquix.com/blog-and-news/new-year-s-resolution-smarter-social-media-campaigns

“ Give me six hours to chop down a tree and I will spend the first four sharpening the axe.

Abraham Lincoln

PLANNING & STRATEGY

Your social media brand

• Write a word or phrase on a green sticky that you want people to feel when engaging with your brand on social media

• Now write a word or phrase on a red sticky that you don’t want people to feel when engaging with your brand on social media

• Stick ‘em on the wall

Setting social media goalsWhat do you want to do?• Build brand awareness• Showcase expertise• Engage with community• Share health information• ?????????• ?????????• ?????????

How will you accomplish it?• ?• ??• ???• ????• ?????????• ?????????• ?????????

Create a social media persona

• Age• Gender • Education• Occupation• Family details• Interests • History with hospital• Comfort with

technology• Social media

preferences• What you want them

to do

Content strategy considerations

• Create a multi-channel editorial calendar

• Establish a consistent voice and tone• Think about visuals• Develop a publishing workflow• Understand guidelines & governance• Plan for crisis response

Working as a team• Use tools to make collaboration easier• Share content ideas• Know how, where, and what you’ll post• Delegate by shifts or networks• Give everyone the right access•Communicate, Communicate, Communicate.

“ No, Watson, this was not done by accident, but by design.Sherlock Holmes

CRAFTING & CURATING THE STORY

Best performing posts

• Facebook– 40 characters or less– No more than 2x day

• Twitter– 100-115 characters– Tweet “sweet spot” is 3x a day

SOURCE: https://blog.bufferapp.com/how-to-create-shareable-social-media-images

Do’s & Don’ts• DO ask questions• DO be responsive• DO connect on a human level• DO be clever • DO know what works on each channel• DON’T be polarizing but…• DON’T shy away from controversial or

difficult topics• DON’T be the firehose


Images ARE content• Back up & add depth to your message• Show statistics or data• Go above and beyond the written content• Keep it simple (not simplistic)


Beyond photos• Quotes• Stats• Infographics• Illustrations• Type Treatments• Animated GIF• Videos






What makes it “sharable”?

• Emotion• Relevance• Colors• Typography• Hashtags and Text


Emotional drivers• Admiration• Interest• Serenity• Amazement• Astonishment

SOURCE: https://hbr.org/2013/10/research-the-emotions-that-make-marketing-campaigns-go-viral/

Embrace consistency

• Use brand guide as a starting point for developing a social media style

• Use the same font families, styles and weights on all your posts

• Identify a color palette & stick to it• Use logo/hashtag/slogan to brand posts

BUT don’t let it paralyze you.

Create visual impact

• Be different; Stand out from your competitors• Always be contextual to the topic• Less is more• Select a bold, clear image• Use powerful & readable typography• Contrast is key

FB: Shared link/image• Recommended upload size of

1,200 x 627 pixels.• Square Photo: Minimum 154 x

154px in feed.• Square Photo: Minimum 116 x

116 on page.• Rectangular Photo: Minimum

470 x 246 pixels in feed.• Rectangular Photo: Minimum

484 x 252 on page.• Facebook will scale photos

under the minimum dimensions. For better results, increase image resolution at the same scale as the minimum size.

SOURCE: http://sproutsocial.com/insights/social-media-image-sizes-guide/

TW: In-stream image

• Minimum to appear expanded 440 x 220 pixels (a 2:1 ratio)

• Maximum to appear expanded 1024 x 512 pixels.

• Appears in stream collapsed at 506 x 253 pixels.

• Maximum file size of 5 MB for photos, and 3 MB for animated GIFs.

SOURCE: http://sproutsocial.com/insights/social-media-image-sizes-guide/

SOURCE: http://www.socialmediaexaminer.com/optimize-images-across-social-networks/

One Size Fits All?

SOURCE: https://docs.google.com/spreadsheets/d/1IpTYTTMJLcSXcPDtW9zSbPBHQyRdrLfKERohGIIkE_Q/edit#gid=476246499

https://docs.google.com/spreadsheets/d/1IpTYTTMJLcSXcPDtW9zSbPBHQyRdrLfKERohGIIkE_Q/edit%23gid=476246499





Publishing• Selecting the

appropriate channel

• Quality vs quantity

• Best day/time• Editorial

calendar• Tracking links:

URL Builder• Using a social

media dashboard

SOURCE: http://www.lyquix.com/blog-and-news/new-year-s-resolution-smarter-social-media-campaigns

SOURCE: http://www.quicksprout.com/2015/01/02/what-are-the-best-times-to-post-on-social-media/

SOURCE: http://www.quicksprout.com/2015/01/02/what-are-the-best-times-to-post-on-social-media/

“ The most valuable commodity I know of is information.- Gordon Gekko

LISTENING & MEASURING

Social media monitoring

• Informs & amplifies your brand reach• Helps you find pertinent healthcare conversations.• Gives you an opportunity to contribute your

expertise.• Guides you to key healthcare influencers and

opinion leaders.• Provides you with deeper insights into what your

healthcare community needs.• Improves customer service.• Helps you to respond and resolve issues in real

time.

What to measure• Follower counts• Clicks• Reach • Likes, shares• Interaction w/users

In other words, your brand engagement.

How to measure