hynes aao social media presentation final

SOCIAL MEDIA PRESENTATIONMARCH 27, 2015

State of Social Media

ACTIVE SOCIAL MEDIA ACCOUNTS WORLDWIDE

2 BILLION

U.S. ADULTS ONLINE & ACTIVE ON 1+ SOCIAL MEDIA SITE

67%

SOCIAL MEDIA USE

67% - Facebook

16% - Twitter

15% - Pinterest

13% - Instagram

6% - Tumblr

More than HALF of U.S. population.

Once a niche digital channel…

Social media has become an indispensable communications, marketing, and customer service platform.

Three Fastest-Growing Trends in Social

• Visual Platforms

• Native Advertising Platforms

• Mobile

What Does Social Look Like Near-Term?

• More Mobile• Grew from 34 million people in the U.S. in 2010 to 117 million in

2014.

• More Personalized• A word about “Big Data”• Dilemma: Privacy versus unprecedented marketing opportunities

Some Perspective…

Most Viewed YouTube Video of All Time?

Gagnam Style.

Some Perspective…

Most Retweeted

Tweet of 2014?

Ellen’s Selfie.

Some Perspective…

Most “Liked” on Facebook?

Shakira.

Social media is indispensable.

But we need to understand:

1. Its uses. 2. What it is and isn’t.3. what it can cannot do for us.

Why Do People Use Social Media?

67%

64%

50%

14%

9%

5%

3%

Stay in touch with friends.

Stay in touch with family.

Reconnect with old friends.

Connect with people who share similar interests.

Make new friends.

Read comments from celebrities, athletes or politicians.

Find potential romantic partners.

Business, Advocacy Lives in Three Areas

• Connect with People Who Share Similar Interests

• Read Comments by Celebrities, Athletes, Politicians

• In the Gaps – The Connections Where Sales, Impressions and Conversions are Made

What Do Orgs, Businesses Do on Social?

82%

77%

65%

52%

Engage with audience before, during and after an event.

Monitor what is being said about them.

Research / learn more about target audiences or customers.

Gather feedback from the public or market test an idea.

Case Study: Herschel Supply Co.42% growth in Facebook in 2014.

63% growth on Twitter.

20% increase in customer service satisfaction.*

60% increase in overall brand sentiment.*

*According to Hootsuite.

Case Study: Herschel Supply Co.HOW?

1. Aggressive and exemplary customer service.

2. Answering every question across all social media platforms.

AND…

*According to Hootsuite.

Then, There’s Instagram

3. Marrying the product with the medium.

“Herschel Supply introduces City Limitless – a content series that utilizes photography to celebrate unique design stories from urban landscapes around the world. From February 12th to March 16th, join the Herschel Supply community on Instagram by sharing imagery that best embodies the urban existence. From local architecture to beautiful spaces, side streets to aerial views, capture the culture that brings each city to life.”

Case Study: CrossFit

Two Year Performance:

5,000 11,000+ Affiliates

Tripled Revenue

Case Study: CrossFit

HOW?

1. Extremely aggressive online brand protection.

2. Empowers community.

3. Interactive by nature – Asks members to post their time to comments.

4. Daily visual media production.

Know the Limits

“General Motors Co. plans to stop advertising with Facebook Inc. after deciding that paid ads on the site have little impact on consumers' car purchases, according to a GM official.

The move by GM, one of the largest advertisers in the U.S., puts a spotlight on an issue that many marketers have been raising: whether ads on Facebook help them sell more products.” – The Wall Street Journal

Dangers to Avoid

#1 Thing Every Business Should Do on Social…

Customer or Client Testimonials.

Ask – “Would you be willing to say that on camera so we could post it on Facebook?”

According to HubSpot, 90% of people believe brand recommendations from friends… and

70% believe customer opinions.

Social Media for AdvocacyOld Model:

Brand Media Audience Target OR…

Brand Key Influential Audience Target

New Model:

Brand Target Brand

1. Social media removes gatekeepers, especially the media and key influentials.

2. Strength in numbers.

3. Does not mean media and key influentials are not important.

New model does not make old model obsolete

Keys to Effective Social Media for Advocacy

1. Know Your Audience: Facebook’s Custom Audience

2. Know Your Message: Clearly defined and simple. Can it fit into a meme or Vine?

3. Know Your Medium: Text, video, images or audio.

California Call to Action

$150+ for phone or letter writing campaign

RESULTS…

$58 per contract

VS.

What To Do First

Write a plan – 1/2 page max

Answer:

1. Why do you want to do this?

2. What is your goal?

3. What is your voice?

What To Do Next

1. Decide on your media.

2. Sign up.

Facebook Signup in 3 Steps – Step 1

Facebook Signup in 3 Steps – Step 2

Facebook Signup in 3 Steps – Step 3

Now What

CONTENT IS KING.

Pictures, pictures, pictures

Tag of the pages, people in your posts

Post interesting, relevant news stories regularly

Drive referrals to your digital properties

Tell stories with video

Engage your friends / fans

Join a public conversation (#hashtags, trending)

Social Media for Building Your Practice

• Keep Your Personal, Professional Social Media Profiles Separate• Be “You” on personal page.• Be “Dr. You” on practice page.

• Choose Your Media Deliberately

• Assign the Job to Someone

• Ask for Email Sign-Ups on Your Website• Call to Action Button

Social Media for Building Your Practice

• Advertise – Who is Your Ideal Patient?

Social Media for Building Your Practice

• Be an Authority.• Post mainstream news stories of interest.• Post and decode complex articles.• Lists.• Infographics.

• Celebrate Employees. • Interviews.• Profiles.• Pictures.

Social Media for Building Your Practice

Promotions and Content Calendars

Social Media for Building Your Practice

Don’t forget to be simple.

Social Media for Building Your Practice

• Insights – What Posts Were Engaging and Why?

Wash. Rinse. Repeat.

Thank You

Patrick Hynes

phynes@hynescommunications.com

(202) 321-5310