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Dan Dunlop, Jennings President & Healthcare Marketer speaks on the growing phenomenon of social media and best practices for businesses who want to utilize it for marketing purposes.Dan Dunlop is President of Jennings, a North Carolina-based branding and advertising agency. A marketer, author, blogger and public speaker, Dan brings to audiences a unique combination of marketing scholarship, real-world experience, and an engaging presentation style.when: Thurs Feb 18, 2010, 2pm EST/1pm CST/12n MST/ 11a PSTwhere: www.dimdim.com meeting room: grandcaredial in: listed on the top of the webinarThese aging & technology conference calls are open to anyone and everyone in the aging and technology industry and are meant to educate, learn from each other and network!
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Demystifying Social Media and Making It Relevant to Healthcare Marketing
Social Media Experts?
Social Media Authorities?
– This is a moving target and we’re all working to catch up
How About Social Media Evangelists?
How I Got Started?
Why Is Social Media Relevant?• Marketing is being redefined
• Moving from monologue to dialogue• Conversations are happening without us
• Engagement is what we’re after• This is a gift• Your absence is conspicuous• The quality of information being
shared is suspect
A Curse and a Blessing• Truly a gift to marketers• This is real world - good and bad• Hive Marketing - brand evangelists• Motivate and activate brand advocates• Turn them into citizen journalists; more
credible• A tool with numerous applications• No quality control
Who’s using social media?– Two out of every three Web users– 10% of all Internet usage– Time spent on social sites growing three
times as fast as general Internet usage– 35-49 year olds are Facebook’s fastest
growing demo and makeup one-third of the audience
– In 2008 Facebook added twice as many 50-60 year olds (14 million) as 18 year olds
Why Social Media?
• New channels to voice displeasure - or pleasure
• To manage your brand, you need to know what’s being said
• Social media word-of-mouth has greater credibility and authenticity
• Old school marketing has less credibility
Our Mantra: Be Strategic
• The social web offers another set of tools in your tool box
• Integration is key
• Look before you leap
• Program: flexible and dynamic, but not haphazard
Our ApproachStep 1 -Strategic planning
• Start with your business objectives• Definition of audiences• Definition of objectives• Determination of social channels to be used
Step 2 - Channel creation• Building branded pages
Step 3 - Content creation and monitoring• Weekly content calendars• Weekly key stat measurement
Social Media Marketing Plan
Mark Shelley and Dan Dunlop, “Developing a Social Media Marketing Plan,” Healthcare Marketing Advisor, August 2009
Developing a Social Media Marketing Plan
Step #1 - Participate
It will be difficult to develop a plan, and sell the value of a plan, if you aren’t engaged in the medium
Developing a Social Media Marketing Plan
Step #2 - Culture Preparedness
• Assess you organization’s appetite for social media. Risk averse? Fear in the C-suite?
• Then begin bringing them along.
• They’ll appreciate a strategy!
Developing a Social Media Marketing Plan
Step #3 - Define Audience and Stakeholders
How do they use social media?
Developing a Social Media Marketing Plan
Step #4 - Objectives & Goals
What are you trying to achieve? It may vary by audience. Grateful patients, board members, employees, influentials, referring physicians, media…
Developing a Social Media Marketing Plan
Step #5 - Desired Outcomes
What does success look like? Increase in brand awareness or preference, enhance search engine rankings, web traffic, engagement, patient volumes, brand positioning?
Developing a Social Media Marketing Plan
Step #6 - Channel Selection
Don’t try to do everything. Be strategic in resource allocation. What channels allow you to achieve your objectives?
Developing a Social Media Marketing Plan
Step #7 - Integration
How will you integrate the program with your other Marcom efforts? Don’t forget PR and internal communication. Also, recruitment marketing.
Step #8 - Plan Resource Allocation It is not always about volume of posts or tweets. (Avoid
social media burnout; learn to repurpose content.)
Repurposing Content
1. Press release on PRLog2. Use share function3. Post on Twitter and Facebook with
one click (del.icio.us, digg, stumbleupon, newsvine, squidoo)
4. Distribute via LinkedIn Groups as “news” or “discussion” using PRLog small URL
http://www.prlog.org/
http://www.linkedin.com
LinkedIn Groups: http://www.linkedin.com/home?myGroups=&trk=hb_side_grps
Healthcare Marketing LinkedIn Groups
http://www.linkedin.com/home?myGroups=&trk=hb_side_grps
Long Term Care Groups
• Long Term Care Group – Linkedin (1500 members)• National Senior Living Providers Network – Linkedin (1000
members)• Senior Safety and Security for Long Term Care – Linkedin (541
members)• Licensed Nursing Home Administrators of America – Linkedin
(571 members)• Long Term Care Nursing Home and Assisted Living Marketing
Forum• National Senior Living Providers Network – Linkedin (1069
members)• Home Health and Hospice - Linkedin (825 members)
Pitch Engine - Free Service
Developing a Social Media Marketing Plan
Step #9 - Measure
Develop metrics: Google Analytics, technorati blog rankings, followers, friend counts, fans, engagement, etc. Also measure your activity: posts, tweets, etc.
Content Creation/MeasurementFacebook
# Fans 197 207 216 218Responses 11 12 14 45
TwitterFollowers 13 85 124 139Retweet Impressions 1083Tweets 6 22 43 64
Blogspot Page Views (per 2 weeks) 38 93 128 176Replies 0 0 0 0518 Posts 18 33 43 45
You Tube Videos Watched 37 89 106Channel Views 31 44 52Videos 2 4 6
Developing a Social Media Marketing Plan
Step #10 - Monitor
Track conversations happening online. Socialmention.com, Filtrbox, MonitorThis, etc. Google Alerts at a minimum. Have a process for this.
Step #10 – Monitoring Resources• BlogPulse• BackType Alerts• TweetBeep• BoardTracker• Social Mention• Facebook Lexicon• MonitorThis• Filtrbox• Meltwater News• Google Alerts• Yahoo Alerts• Socialoomph
Developing a Social Media Marketing Plan
Step #11 – Policy• Employee social media policy. Check out
Mayo Clinic’s policies online at http://sharing.mayoclinic.org/guidelines/for-mayo-clinic-employees/
• Chris Boudreaux online database of organizations’ policies: http://socialmediagovernance.com/policies.php
Putting Social Media to Work• Activate brand advocates• Communicate Key Messages• Elicit feedback from the market place• Provide access to quality health info• Educate and build preference for services• Meet consumer expectations• Humanize your institution• Crisis communication & PR
A Few of My Favorite Things:
ICYou Video - http://tinyurl.com/6pcmyd
• The YouTube of Healthcare
Flip Video• Size of a cell phone• Great for recording docs• USB jack - immediate download to computer• Upload videos to YouTube, ICYou Video, Facebook and your blog• Record press conferences• Hospital events
Twitter Groups (twittgroups.com)
http://twittgroups.com/group/hcmktg
HootSuite.com
TinyURL.com
SlideShare.net
http://www.slideshare.net/dandunlop/demystifying-social-media-webinar-102009
Online PR Tools• PRLog - http://www.prlog.org• EPR-Network• FreshNews• Pitch Engine• Twitter• Linkedin• Flickr - Photo Sharing
Good Reading
• Groundswell, Charlene Li & Josh Bernoff• Join the Conversation, Joseph Jaffe• Social Media is a Cocktail Party, Jim Tobin
and Lisa Braziel• PR 2.0, Deirdre Breakenridge• The New Rules of Marketing & PR, David
Meerman Scott
Website:Email:Twitter:Phone: 919-929-0225
Dan Dunlop, PresidentJennings
