building communities of shared interest: pelvic health conference 2013 presentation
Post on 07-May-2015
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Building Community
with Blogs & Social Media
Dan Dunlop, Jennings
1
Moving From Superficial To Meaningful
Audience engagement through communities of shared interest.
How do you act in a community? What are the benefits of a community? What do you expect from a community?
2
Is there a market for consumer engagement around health issues?
3
The Data
According to Pew Internet Research, 80% of women on-line are seeking health information for themselves or those they care for. However, research shows only 66% of women believe health care marketers understand them.
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“Women have multidimensional roles that make marketing to the 50-plus woman especially complex, unless you dig deeper and recognize what’s truly motivating her."
Carol Osborn, PhD, Co-author of Vibrant Nation: What Women 50+ Know, Think, Do and Buy
A Higher Level of Engagement
5
“As long as women feel safe in a community, they will feel free to express their personal viewpoints which adds authenticity and attracts other women ‘like them’, increasing a community’s value,”
Toby Bloomberg, Founder of the Diva Marketing Blog and recognized by Forbes as a top social media blogger.
The Role of Community
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Changing Marketing Environment
End of One-Size-Fits-All Marketing – we are speaking to communities of shared interest
Social media platforms as strategic tools - targeted, meaningful
Rise of the ePatient Changing consumer expectations
7
What should you expect from your marketing team?
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Marketing as Community Building
Fundamental Change:
Community Building
From Storyteller……to community builder & facilitator…
…and content
generators/curators
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Marketing “with” Women
Rethink what you think you know about marketing and advertising
Market “with” rather than market “to” Engage and allow for conversation Communicate shared values Must feel authentic Provide value via the relationship
How do you enrich her life? Sense of community - belonging
Community Building
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Social Networks & Psychology
Supreme community building tools The psychology of social networking:
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Hive Marketing
Brings together individuals with a shared interest (moms, for example)
Allow them to share their passion Feed them info that confirms their decision
to support the brand Give them a forum to express their support Activating them when needed
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A tool your marketers need to use:
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Community Allows You To Learn From Your Constituents; these are listening and learning platforms.
Important Vehicle for Segmenting Your Audiences
You are not speaking to a homogenous group Engage segments of your customer base by
creating vehicles that speak to them specifically
“Social media will prove to be the nail in the coffin of the one-size-fits-all customer experience model.” Robert Wollan & Nick Smith
Mommy blog, dad blogs, women’s blog… 15
The Case for Segmented Social Media
What’s more likely to encourage engagement? Hospital’s main Facebook page Dedicated Facebook page for women’s health
issues, pelvic health or pelvic floor disorders Same has proven to be true for cancer
patients and bariatric patients
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This is Every Hospital
17
Their Facebook Page: Not About Pelvic Health
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Blogs as Community-Building Tools
Every Woman Blog
27,000 visits last year (first full year) 518 comments 247 posts to date
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Video: The Motivation Behind The Trend
Video: The Motivation Behind The Trend
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Signature Moms Blog
42,010 visits in 2012 73,000 visits since inception 1,425 subscribers added in 2012
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El Camino Hospital Pelvic Health
Patient Blogs: High Point Regional Health System
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http://www.nbcnews.com/id/9889617/
Are there women who would be interested in blogging about their experiences with your
organization?
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Getting Started
Considerations when starting a blog: The more the merrier! Use the Swedish Medical Center model:
physicians, nurses, allied health professionals, patients and family.
Work to build community among your bloggers: blogger events, social media training, etc.
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Conversations are taking place with or
without us
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3,000+ Blogs; 55 million readers
Connecting on a Human Level
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Tragic & All Too Common
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Video.Connect on a human level.
Signature Physicians
http://mysignaturephysician.com Dr. Tutasi Waters Dr. Katrice Larece Dr. Rosa Bermudez Emmanuelli Compilation Video
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ONLINE COMMUNITIES.
Creating Your Own Community
Private Facebook Groups
Ning Start your own
group on a platform like Inspire.com
Microsoft’s SharePoint
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My Ning Community
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Cross Promote Your Community
First, manage expectations. Slow growth is normal.
Tools for cross promoting your community: Website Social media platforms Signage within your facility! Handouts for patients QR codes in your exam rooms.
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Community Lifecycle
Inception/Initiation Invite members to join Help to initiate and sustain discussions Encourage habit of visiting the site frequently to keep up with
conversations Invest time in building relationships with members
Establishment Supply regular stream of content Facilitate conversation Organize events and interaction Resolve conflict Community-building tactics
60
Community Lifecycle
Maturity Provide focus and direction Promote the community within its sector Set growth and retention goals Set ongoing goals and visions for the community
Self-Sustaining/Mitosis If the audience is large enough, begin investigating the
establishment of sub-groups Train leaders of sub-groups Promote and support sub-groups
Source: FeverBee 61
Remember the Hive
Attract people with shared interests Make them feel welcome Encourage them to tell their stories and interact Feed their interest with good information Position your organization as a resource with a
shared passion for the subject Let them become your ambassadors, telling
your story and inviting others to the hive.
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Dan Dunlop, Jennings ddunlop@jenningsco.com Twitter: @dandunlop & @JenningsHealth Linkedin:
http://www.linkedin.com/in/dandunlop Blog:
http://thehealthcaremarketer.wordpress.com
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