Social Media in 15 MinutesNetsmart Connections 2010

•April 15, 2010•Confidential discussion draft.

Social Media Creates Value

Technology plus social interaction creates value.

(Duct Tape Marketing)

Benefits for Us

• Efficiently market system services

• Create a support network

• Engage advocates

• Learn from clients, physicians and community

• Evolve as ecosystem evolves

Audience Targets

Together, we seek better outcomes.

• Patients/clients• Employed and Affiliated Professionals• Employees • Media• Key Stakeholders

www.twitter.comAbout• Twitter is a community of friends and strangers from around the world

sending updates about moments in their lives in 140 characters or less.

• Twitter names/accounts/handles have to be 15 characters or less• 100 million users• Adoption among influencers

Why• To connect with patients, competitors, pitch stories to the media,

industry experts and listen to relevant conversations. Content is “teasers” to drive them to content on Facebook, Web site, YouTube, blog posts, etc.

Twitter Conversations

Monitoring & Staffing Twitter

• Set up www.tweetbeep.com alerts on keywords– (agency name, “substance abuse” “public health”)

• Set up CoTweet account to monitor – can route inquiries (direct messages) to emails

• One person monitors account and conversations– Can acquire help on responses

• One person posts main content 3-4 times a week • Time: 15-20 min a day if content calendar built

Facebook Conversations

Facebook Audiences

• Community organizations • General public• Clients (current and previous)• Local and national media• Healthcare organizations• Nurses & physicians• Search on keywords “substance abuse” etc.

Facebook Management Tools

• Facebook is best managed directly• TweetDeck, a Twitter desktop application, allows you to post to

your Facebook Wall and monitor conversations within your network - but can’t do everything

• HootSuite, a multi-person desktop management tool for Twitter, allows some updating functionality

Frequency of Facebook Posts

• Facebook Newsfeeds are what people see when logging into their Facebook page. The more an agency posts to their page, the more chances the agency has of being seen by their network

• Post to Facebook at least2-3 times a week. Daily is better

• Video is the fastest growing type of content• YouTube is considered a search engine (and the second fastest

growing!) • Three main video networks for sharing

• Length restrictions by video network:• YouTube: 10 min• Vimeo: no restriction• Facebook: 20 min

Video Recommendations

• Create one Channel on video networks to benefit from views. The more views, the higher it appears in search results

• Complete all fields when uploading videos such as description, title, URL. Use keywords

• Add a call to action at end of videos. Web site address, phone number…

• Make playlists by category – News, Health, Community, Prevention

• Use “chapters” in the videos if they are long• Can use YouTube for almost everything. Embed videos on

Facebook instead of using their player. Use Vimeo if video is long and embed on the Web page or Facebook.

YouTube Content

• News clips• Education videos• Facility fly-thru videos• Event videos• Interviews• Client testimonials

YouTube Monitoring & Staffing

• Administrator can monitor comments – sent to email• One person should monitor the Channel and able to respond

quickly (within 24 – 48 hours)

www.linkedin.comAbout• LinkedIn networks 10 million pros in 130 industries• Your network consists of your connections, your connections’

connections, and the people they know, linking you to thousands of qualified professionals

Why• Find employees, service providers, subject experts, and

partners who come recommended• Be found or validated for funding opportunities• Post and distribute job listings to find high-quality passive

candidates• Get introduced to others through people you know

LinkedIn

Getting started on LinkedIn

• HR and recruiters build profiles and start connecting with professionals• Be transparent• Use relevant keywords in the profile

• Find relevant healthcare groups on LinkedIn • By service lines, healthcare IT, HR, physicians

Rating Sites

• www.healthgrades.com• www.vitals.com• www.netdocs.com• www.consumerhealthratings.com• www.ratemds.com• www.drscore.com

Rating Sites

• Be careful! Some of the rating sites are how much money you spend on advertising or listing.

• Rating sites seem to rank well on keyword searches• Because they are visible, important to monitor the ratings• Can build profiles on main networks

Linking Social Networks

Tying social network content together can be beneficial. Feeding multiple networks expands reach.

• Link Twitter with Facebook and a LinkedIn profile. – Note: Cannot link Twitter to a LinkedIn Group

• Set up Selective Tweets on Facebook to auto-post as Facebook News Feed status updates. Use hashtag #fb at end to post

– Post longer content a few times weekly just to Facebook - events, photos, videos, notes, links and to respond to fan comments

• Twitter can link to LinkedIn profile to update status. Choose updates for profile status using #in hashtag at end of tweet

• A LinkedIn group must be logged into and the content added manually. Groups can host discussions, news links, job postings 

Free Monitoring Tools

• Google Alerts• TweetBeep• Social Mention• WhosTalkin

Integrating Into Mix

Integrating Into Mix

• Determine the overall marketing goal and strategy• Identify audience - Are they online? What are they saying? • Set campaign metrics• Select tools (email, direct mail, paid, earned, social, other)• Work with service lines on message, deliverables, approvals• Identify who owns social media components and monitoring• Develop editorial calendar that highlights the message,

audience, channel (email, Facebook, Twitter….) • Create or adapt channel-specific content and creative • Monitor, evaluate, adjust

Summary

• Update and add content to current social networks• Build social media team to guide strategy• Dedicate time to social media• Update and revise policy and staff education • Test 1-2 applications • Migrate from ‘broadcast’ to ‘dialog’• Identify applications to benefit internal needs

Questions & Comments

Bill Balderazbbalderaz@webbedmarketing.com

www.webbedmarketing.comTwitter: @bbalderaz