tackling social media marketing
Post on 06-Apr-2018
217 Views
Preview:
TRANSCRIPT
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 1/68
TACKLING social media marketing
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 2/68
w.w.w. facts
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 3/68
· 4 of the top 7 highest‐traffic websites (Facebook, YouTube,
Wikipedia, and Blogger) are social media websites
· Two‐thirds of the global internet populaCon visit social networks
· More than half of all people in the U.S. over 12 have set up
a social media profile
·With over 400 million users, if Facebook were a country, it
would be the 3rd largest country in the world
· TwiNer now has 110 million users and is adding 300,000 a day
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 4/68
LISTEIG
What’s being talked about on
the world wide web of people?
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 5/68
What are all these people talking about in
YOUR SETOR via the following plaorms?
In BLOGS
On TWITTER
GOOGLE SEARHES
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 6/68
On TwiNer Ann Handley of Marke/ngProfs.com tweeted her 100K + followers and asked:
“Which hospital is your favorite on TwiNer?”
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 7/68
TWITTER USERS LOVE MAY LII!
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 8/68
WHY?
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 9/68Quotes, lectures, contests, links to arCcles
Mayo linic TwiNer Account:
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 10/68
Link to KATIE RIDE FOR LIFE @Sharing My Experience at Mayo linic
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 11/68
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 12/68
Link to Mayo linic menCon on tech websiteMashable
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 13/68
Link to lecture AD web
index for ‘GI Problems’
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 14/68
St. Jude hildren’s Hospital19,224 TwiNer followers
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 15/68Sarasota Memorial Hospital3,568 TwiNer followers
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 16/68
Mount Sinai Hospital5,073 TwiNer followers
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 17/68
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 18/68
Plaorms
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 19/68
TwiNer
ommunicate with TwiNer ommunity
Inform ‐ Receive Feedback
Disseminateews ‐ Links to video, websites
onduct Research by Asking TwiNer ommunity
Increase Web Search Visibility
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 20/68
Google AdWordsMost searched topics
SEARH WORD: fetal treatment
Note the number of global searches UCSF had per month related to ‘fetal treatment’
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 21/68
Blogs
1. Establish experCse and credibility
2. Make you a resource (go‐to source)
3. reate a dialogue4. Develop new relaConships
5. Increase search engine visibility
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 22/68
Fresh ontent Each blog post adds fresh content to your website. This invites the
search engine spiders back to your site to crawl it. Each :me your website is crawled is another
chance to rise in the rankings for your keywords.
Increased Search Engine Rankings Not only do you have more opportuni:es
to rank with each blog post, but each blog post can also rank according to its own merits. Every
blog post is considered a separate web page by the search engines. As such, each blog post canrank for a separate keyword phrase.
Linkbuilding Because you can link to your website pages from your blog, you can drive
up those pages in search engine rankings using powerful link anchor text (clickable text.)
Blogging and Search Engine Visibility
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 23/68
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 24/68
* Links that point to your site from sites other than your own. Inbound links are an important asset that willimprove your site's PageRank.
*
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 25/68
* IndexA search engine's database in which it stores textual content from every web page that its spider visits.
*
G l d Bi
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 26/68
BLEDED SEARH RESULTS
• Standard web pages
• Videos
• Images
• ews stories
• Maps
• TwiNer Tweets
Search Results Include:
Google and Bing
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 27/68
There IS a Blended Search
SUPERSTAR...
SUPERSTAR
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 28/68
VIDEO OTET = 50 X more likeliness
to appear on 1st page of Search results!
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 29/68
US San Francisco Fetal Treatment enter
A LOOK
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 30/68
Remember this?
There IS a reason why USF Fetal Treatment enter has a prevalent online presence.
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 31/68
THEIR WEBSITE IS LOADED WITH
IFORMATIO O FETAL THERAPY
ODITIOS AD TREATMETS
They appear to be the foremost experts
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 32/68
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 33/68
Let’s take DH for example
Th ll
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 34/68
They appear really
good at this stuff...
• “First insCtuCon to develop fetal
surgery techniques for DH”
• 12 videos on Youtube/site about
DH related topics
• ase study
... even though they’re no expert in fetal therapy
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 35/68
1,426 views 2,567 views 1,061 views
Example USF Videos about DH
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 36/68
While the center can tout neither outcomes
nor innovaCon in TTTS, approached themas the go‐to source for to shed light on the
condiCon...
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 37/68
Immediate HA HPM online video presence:
1. Aggregate exisCng videos on Youtube and
other relevant video sharing sites
2. Evaluate producCon of Flip recorded video series
3. Tweet links4. Blog about subjects, links to videos
5. Tweet about blogs
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 38/68
HA HPM Blog ideasPlay to Strengths
1. Storytelling and pictures with fetal therapy
2. Popular health concerns (based on web searches)3. ewly developing service lines (heart and spine center)
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 39/68
EXAMPLE
First fetal surgery
paCent at HOPS
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 40/68
Leading to feature story to blog about,
share via Facebook and add to website
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 41/68
Internet = Professional Mixer
onsistent presence and engaging content
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 42/68
What Is ontent?
“ontent (noun): Anything created and uploaded tothe web; i.e. the pages of your site; the thingsyou create as marke:ng (blog posts, videos,photos, whitepapers, podcasts); anythingpublished at outposts like Facebook, TwiGer,
LinkedIn group page.”
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 43/68
“Anything an individual or organiza:on creates and
shares to tell their story.”
ontent Is
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 44/68
Good contentis the soul of
who you are
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 45/68
Engaging ontent and a Good Tag
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 46/68
Is shared
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 47/68
again and again
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 48/68
So, the more
people who
engage withyour content,
the more
Cmes that
content isdisseminated
to each of
theircommunity
of friends
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 49/68
Leading to
the source
to becomea valuable
resource
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 50/68
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 51/68
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 52/68
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 53/68
Why: What goal is this aGached to?
What: What’s the story?
Who: Who’s the audience? The writer? The approver?
When: When will it be published? When will it be sunseGed?
Where: Where should it be published? Promoted?
It’s really not that overwhelming.
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 54/68
reaCng an editorial calendar.
QuesCon 1
What’s the goal we’re trying to accomplish?
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 55/68
QuesCon 2
Who’s our audience we’re trying to reach?
reaCng an editorial calendar.
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 56/68
QuesCon 3
What’s the story we’re telling and what format will work best?
reaCng an editorial calendar.
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 57/68
QuesCon 4
Is the content Cmely or evergreen?
reaCng an editorial calendar.
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 58/68
QuesCon 5
Who’s creaCng the content, and how is geng implemented?
reaCng an editorial calendar.
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 59/68
QuesCon 6
When will the content be published?
reaCng an editorial calendar.
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 60/68
QuesCon 7
Who needs to approve this content?
reaCng an editorial calendar.
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 61/68
QuesCon 8
Where will the content be published?
reaCng an editorial calendar.
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 62/68
QuesCon 9
How will we promote the content?
reaCng an editorial calendar.
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 63/68
QuesCon 10
What success metrics will we connect to the content?
Who is responsible for tracking/measuring?
reaCng an editorial calendar.
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 64/68
QuesCon 11
When should the content be revised or archived?
reaCng an editorial calendar.
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 65/68
OETRATIO
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 66/68
DETERMIATIO
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 67/68
FOLLOW THROUGH
8/3/2019 Tackling Social Media Marketing
http://slidepdf.com/reader/full/tackling-social-media-marketing 68/68
top related