tools and tactics for engaging your supporters with social media

Tools and Tactics for Engaging Your Supporters with Social

Media

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Nedra Kline Weinreich

Think Movement, Not Campaign

Community

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Social media is word of mouth on steroids!

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What can you do with social media?

CommunicateConverseConnect Collaborate/Co-

CreateConsumer Research

Collect/CategorizeCollective WisdomCustomizeCustomer ServiceCommunity

How Can Social Media Help You Do Your Job Better?

Communicate with your staff/volunteersRecruit new volunteersReach out to your communityHelp patients and their familiesFundraisingCollaborate as a teamStay on top of news and events related to

your workNetwork with other hospitals

Hospitals Are AdoptingSocial Media

As of January 23, 2011:

906 Health Systems/Hospitals/Centers:

•448 YouTube channels•719 Facebook pages•674 Twitter accounts•106 Blogs•439 LinkedIn accounts•693 Four Square accounts

Source: Ed Bennett

http://ebennett.org

Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/

Step-by-Step Strategy

1. Goals/objectives

2. Target audience

3. Capacity

4. Tools and Tactics

5. Measure and Evaluate

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What are Your Goals?

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Social Media OutcomesSocial Media OutcomesListening and learningBuilding relationshipsBuilding awareness of

your hospitalImproving reputation of

hospitalMotivating supporters to

spread the wordIncreasing relevant

visitor traffic/page rankings

Increasing numbers of volunteers/patients

Increasing volunteer/patient satisfactionPhoto: http://www.flickr.com/photos/theparadigmshifter/85540112/

Magic T of MarketingMagic T of Marketing(Steve Rubel)(Steve Rubel)

Mainstream media = REACHSocial media = DEPTH/ENGAGEMENT

.75".75"

.75".75"Who Do You Want to Reach?

http://www.flickr.com/photos/hamoid/317021961/

Slide Credit: wearemedia.org

Which Tools and Tactics Will Help You Reach Your Goals?

Tools for Tactics• Listen

– Google Alerts, RSS readers, Twitter Search

• Converse– Blog comments,

Twitter, Facebook page

• Tell Your Story– Blogs, Twitter,

video/photo sharing, podcasts

• Help Supporters Tell Your Story– User generated

content, contests, social network apps, widgets

• Generate Buzz– Social news (eg

Digg), StumbleUpon, Twitter, FriendFeed

• Build Community– Social networks,

Twitter, tagging, gaming/virtual worlds

• Collaborate/Collect Information– Wikis, social

bookmarking, tagging

Metrics for Social Media

• Web activity (pageviews, unique visitors, time on site)

• Social actions (friends/followers, comments, active contributors, ratings, votes, groups)

• Mentions (blogs, Twitter, etc.)• Survey results (KAB, relevance,

credibility)• ROI = cost per action

Social Media Tools

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Choosing Your Tools

Blog Peers, people interested in your hospital

Learn more about the topic, get your perspective

In-depth analysis, updates, insights

Twitter People who want info/networking/stimulation

Meet interesting people, build relationships, news

Provide value, give interesting things they can share

Facebook

People who want to be social with friends and family

Keep in touch, express brand/cause affiliations

Show their family/friends what they care about

LinkedIn Professionals - colleagues in same field

Professional networking, info sharing

Help them do their jobs better, answer Qs

YouTube People who want to see/experience the topic

Entertainment, learning, visualization

Stories of patients, staff, programs

Tool Audience Why They Use It What to Give Them

Blogs

Issues to ConsiderPurpose

Audience

Voice - who will be blogging, writing style, team?

Resources - time, enthusiasm

Blog Management - comments, guidelines, calendar

Images - sources, copyright

Tracking - metrics, tools

Blog Post TypesEducationalCall to ActionTipsNewsCommentaryHow-toResourcesLists

InterviewPersonal storyAsk a question,

gather responsesPhoto/video blogOngoing featureGuest bloggerEvent

planning/recap

Generating a Blog Community

• Get off your blog• Link• Comment• Blog Roll• Participate

Photo: http://www.flickr.com/photos/aakashtaniya/3228072526/

Anatomy of a Tweet

Retweet Twitter Name Mention/Reply

Shortened URLHashtag

Account

Click to Reply/Retweet/Favorite

Timestamp/Permalink

Building Your Twitter Community

Use your profile to shine Provide value to your followersFollow people in your community

◦Partners/supporters/patients◦Use Twitter lists, WeFollow, local Twitter Search (search.twitter.com – advanced search)

Reach out to followersRetweet useful information from others

Facebook PagesOffer interesting, shareable information Let people stay on Facebook – post

photos, videos, etc. on pageActively manage your community by

encouraging comments, interactionGive people a reason to “like” your

pageWhen you have 25 “likes,” grab your

alias URL (i.e., facebook.com/GeneralHospital)

Let your email contacts know about your Facebook page (“Tell Your Fans”)

LinkedInCreate a company page to provide information about your hospital

Create a group for supporters and employees to network

Answer questions relevant to your hospital’s priorities

Focus on professional networking, identifying funding/sponsorship contact, new employee hiring

YouTube / Online VideoSet up your own channel on YouTube

Create short (1-2 minute) storiesGood audio is criticalCompelling content – emotional, interesting, funny, surprising

Viral is an outcome, not an attribute

Location Based Networks – Foursquare, Facebook Places

Claim your venueAdd helpful tips – e.g., parking,

cafeteria, gift shop, visiting hoursMonitor and respond to user

commentsConsider ways to leverage

badges (e.g., for blood donations)

Social Media

Best Practices

http://www.flickr.com/photos/waderockett/171688464/

Listen

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Information Gathering via Social

Media Monitoring

http://www.flickr.com/photos/bionicteaching/3629084631/

•RSS Feed Reader

•Google Alerts

•Blog monitoring

•Twitter Search

What are People Saying About You?

Be Authentic

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Share

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Social Currency

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“…It’s only our own reactions that we have any kind of control over... I cannot stop other people from doing what they want to do. There is no control of others. I wonder how many people realize that.”

-Geoff Livingston

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Be Relevant

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Engage in Two-Way Conversation

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Be an Enabler

• Conversations

• Sharing links/info

• Passionate communities

• Social support

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Find Your Fans

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http://www.flickr.com/photos/charliecowins/2083851923/

Create Evangelists

Social Media Wiki PageSocial Media Wiki Page

http://nedra.wikispaces.com/cahhs11http://nedra.wikispaces.com/cahhs11

Questions?Questions?

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Get in touch!

Nedra Kline Weinreich

Weinreich Communications

www.Social-Marketing.com

weinreich@social-marketing.com

Phone 310.286.2721

Twitter @Nedra