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An Introduction to Social Media workshop that I delivered to the communications team at West Sussex PCT in late July 2010.
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Introduction to Social Media for West Sussex PCT
Presented by Mark Walker
Learning about social media
Those from advertising and PR know the art of communciations but need to understand the technology and culture of social media. Whilst those with social media backgrounds often lack communications and PR skills.
– Tony Effik, Chair, Internet Advertising Bureau
Learning about social media
The gap for current marketers is less about learning new skills and more about unlearning old habits.
– Neil Keliner, Havas Media
Learning about social media
Ultimately you can’t teach someone the internet, they have to have a passion that sees them learning every day they come to work. Because it changes everyday.
– James Bromley, MD Mail Online
Introduction to Social Media
• Your Questions About Social Media • Where are we now? • Getting to grips with social media • Next Steps
Outcomes from this session
• You have more knowledge about current use of Social Media
• You have asked questions and had some of them answered
• You have talked to colleagues • You are more confident about your choices • You are starting to decide what to do next
Where are you now?
How important is Social Media?
Social Media Confidence WORK USE
Average = 2; WSPCT = 1.8 Not at all/have some knowledge
PERSONAL USE
Average = 2.5; WSPCT = 3 Use one or two different tools
Your questions about Social Media
• What is the best way for NHS to engage with social media? • Is there any evidence of usefulness for the NHS? • How can we evaluate the use of social media to show effectiveness? • Which are the most useful tools for what we want to achieve? • What are the costs? Inc time/people/financial resources? • Whose role is it within the organisation? • How do we manage the risks (e.g. reputational) without stifling our
involvement? • What can we learn from others who are already doing
this successfully? • How can we make sure that we're being useful to people and not just ticking
various social media boxes?
What is social media?
What is Social Media?
• The internet • Social spaces • Interactive • Multi-functional • Fashionable • Dynamic • Cheap • Easy to use
What is Social Media?
• LinkedIn • Google Docs • Twitter • Ning • Yammer • Slideshare • SurveyMonkey • Wikis • Email forums • Bulletin boards
• Podcasting • Blogs • Video-sharing • Microblogging • Social Networking • Social Bookmarking • Document-sharing • Video Conferencing • Doodle • Wordpress
Your current use of social media
What is Social Media for?
• Marketing • Sales • Communications • Information • Interaction • Trust
More Effective Communications
Better Services
Who is Using Social Media?
• Young People • Older People • Wealthy People • Poor People
• Your Clients • Your Colleagues • Your Friends • Your Family • Your Suppliers • Your Contractors
What are they using Social Media for?
• Entertainment, education, health, work • Asking questions and sharing answers • Making recommendations • Checking technical information • Supporting one another • Creating communities • Bypassing the mainstream answers
Social Media in the Marketing Mix
• Price • Product • Promotion • Place • People
• Research • Advertising • Personal Sales • Affiliates • Word of Mouth • Internal Comms
Getting to grips with Social Media
The Problem with Social Media…
• Too Many Choices • Too Little Time • Too Little Direction • Evidence
• Patience • Focus • Routine • Measurement
The Problem The Solution
So What Should I Do?
• • STEP 1
Listen, Look and Learn
STEP 2
Be Useful
STEP 3
Measure and Improve
Step 1: Listen, Look and Learn
• Audience research – What are people talking about – What stories are they sharing? – What stories are you telling? – What are their preferences? – Platforms, networks, concerns
Step 1: Listen, Look and Learn
• Where to look – Facebook – Twitter – LinkedIn – Patient Opinion – NHS Choices – Google for “NHS + Social media” – Blogs/Podcasts
Google Alerts
Tweetdeck
Youtube
Patient Opinion
NHS Choices
Step 2: Be Useful in Your Network
• Share what you know • Signposting • Announcing • Listening • Responding
Step 2: Be Useful in Your Network
20 minutes a day • Update your website/blog • Post comments • Tweet useful links and news • RT useful links and new • Talk to colleagues, clients, partners • Recommend something
Step 3: Measure and Improve
• Small Steps • Adjust Your Routine • Build a Network • Be Patient • Be Selective • Be Focused
Step 3: Measure and Improve
Normalise your social media evaluation - remember, this is just another media type; Don't do it in isolation - integrate it with your mainstream media analysis so you have the ability to view a complete and comparable media landscape
– Chartered Institute of Public Relations Guide to Social Media
Step 3: Measure and Improve
• Spreadsheet – Hits, friends, posts, comments, polls
• www.bit.ly – What are people listening to?
• Communications campaigns – Direct costs, people’s time, trends
Next Steps
• Start with where you are now • Set achievable goals • Understand your networks • Share what you know • Be useful
Next Steps: Individual
• Learning by Doing – I will spend 30 minutes a week
researching the use of social media in the NHS
– I will spend 20 minutes a day being useful to other people by using the web
– I will include knowledge about social media in my personal development goals
Next Steps: Organisation
• Marketing – Research + website + online
• Strategy – Policy, research, services, etc
• Human Resources – Skills, training, job description
Next Steps: Your thoughts
• One thing for yourself • One thing for your department • One thing for your organisation
Useful Guides
• www.icrossing.co.uk/what-we-think – eBook: What is Social Media?
• www.nixonmcinnes.co.uk – Marketing Guides
• www.cipr.co.uk/socialmedia – Chartered Institute of Public Relations
• Me and My Web Shadow – http://amzn.to/9paTvZ
Keep In Touch
E: [email protected] W: www.wallandpleece.co.uk W: www.markwalker.net T: @scipmark LinkedIn: scipmark