colorado cahe annual social media presentation
DESCRIPTION
This is the social media best practices presentation for the Colorado Association of Healthcare Executives in Breckenridge. We had a great turn-out and a lot of positive feedback to the CAHE president and team.TRANSCRIPT
Social Media Best Practices ©with Dirk Spencer
“This would be a good time for some jokes”
“Keep them away from the food”
“Bring them back from lunch”
“Entertainment Cost” discussed frequently
Yes - astigmatic vision is funny
Auto-correcting search strings - hysterical
Expanding products & services
Containing cost part of every conversation
Competing digitally for patient share
Flying machines Distance writing Speaking telegraph Horseless carriage Electric lamp Word Processing Electronic mail Wireless telephone Social Media
@
Disruptive Messy
The Great Equalizer
Giant Killing
Complex relationships
New business
Collaboration without boundaries
Mass communication
Text Pictures
Videos
Publishing Blogs / Micro-blogs People Networks Multimedia Platforms Bookmarks Forums Wikis Apps Virtual Worlds
eBooks / eHow-to Wordpress / Twitter Facebook / LinkedIn YouTube / Flicker Reddit / Stumbleupon Huffington / O’Reilly Various encyclopedias Smart device software Second Life / WoW
Those who “care” Those who might “care”
Those who “care less”
Everybody “cares”
“Google it”!
Internet channels outpace broadcast TV
Traditional media becomes obsolete
Free, cheap and easy tools make it easy
Fun causes the adoption Utility generates adaptation
Crisis = mass implementation
Branding Public Relations Engage Existing Customers Attract New Customers Expand Market Share Generate Leads Generate Revenue
By Nassim Nicholas Taleb
Defined: “A black swan is an event, positive or negative, that is deemed improbable yet causes massive consequences.”
Social Media Best Practices ©with Dirk Spencer Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media
Dirk Spencer Colorado Association of Healthcare Executives Speaker
Heath care from iTunes (SMS technology) http://itunes.apple.com/us/app/id466079030 Patient-Physician Connectivity Free Anytime Anywhere 5,000 Licensed US
Physicians
Social Network Cameras
Cameras identify objects without labels
No more: Name tags license or registration tags QR Codes
360 Interviews booked in 48 hours 120 Hires in 4 Weeks VPs to wait staff Automated
Candidate tracking
Interview schedules
Offers/Acceptances
SM Cost- $3K Traditional Spend - $40K
Regulatory Change Merging Platforms
New Dashboards
Social Media Best Practices ©with Dirk Spencer Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media
Dirk Spencer Colorado Association of Healthcare Executives Speaker
MayoRagan 3rd Annual
Health Care Social Media Summit
Engaging patients, employees and the media in the digital age
October 17-19, 2011 Mayo Clinic Rochester, MN
Presented by: Ragan Communications
Hosted by: Mayo Clinic Center for Social Media
Twitter hashtag: #mayoragan
Browser software is born Email Email Spam Banner ads Web page advertising Internet service providers are MIA initially
Static Content
Boolean Search
Push Strategies
Bulletin Boards
Membership Based Data Sharing
Search Engines as order-takers
“Personal” sharing begins
Internet access comes to more homes
Telecom infrastructures expand
Context awareness
Semantic Search
Pull Strategies
Search engine choices multiply
Mass customization of data
User Meta-Tags
Social Media is repurposed on purpose “Communities” Blogs generates real income Internet video hosting takes hold Groups master the political action plan Texting replaces email on college campuses
Video-based communication
Personalized web experiences begins
Virtual worlds interact with physical appliances
Mixed reality takes shape as an alternate life-style
Computer generated content
Users force integration Developers allow innovation The convenience of digital socializing and
business execution provide people with options
Sharing becomes
Strategic and
Tactical
Engagement
The code word in social media
Authenticity Personalization
Transparency
Backup becomes primary Boundaries blur
New “media” requires new rules
Social Media officially goes mainstream Blogging evolves into career paths Internet video organizes by channel Groups become dynamic Email goes the way of the fax machine Texting replaces talking at meetings The wireless video phone and internet access
turns everyone into a witness, film maker or historian
Wireless infrastructure goes everywhere Cell phone features increase Cheaper hardware becomes accessible Merging of PC and telecom functionality Death of minute-based billing Birth of data-transmission billing
Follow a Process Be Engaging
Have an objective
Follow a Process Be Engaging
Have an objective
Relationships are the precursor to trust Business happens at
the speed of trust Trust Leads Buying
It is tough to fake engagement with the community with this many eyes on the prize, product, service or mission
Expert Evangelist Enthusiast Aficionado Educator Entertainer
55
…go negative …appear to go negative
…aim to “make a point”
Takes Content In a Context
On a Schedule
Web Site Blogging Video LinkedIn Twitter FaceBook YouTube Tools / Automation
59
Have something to say Say it often
Discuss dissention
Blog on multiple sites
61
Have a company profile Have a professional profile Connect to everyone & anyone Join groups Create groups Ask and Answer Questions 100MM+ members
The #1 B2B and B2C Network
62
Stake your claim by name / Have a back-up Master Three Things:
Re-Tweet
Tiny URL
Follow-Friday
This is Your Traffic Cop for 100MM Users
63
The relationship genie It is no longer personal
Over 100MM members
400,000 application developers
Get your Fan-Page On Already
64
Bought by Google
SEO is arbitrary if you own the video store
Video is what makes it “sticky”
You are ready with an $80 buck “Cam”
Seesmic - Combines true social CRM with mobile
Reachable – Connect to your buyer w/o permission
eTrigue – Turn the anonymous into identifiable buyers
Optify - Social marketing automation vendor (they optimize buyer enablement activities)
Sprout Social – Identify, track and organize social contacts
Outsourcing the company voice Failing to have a solid customer service
vendor Updating across all channels at once Failing to respond to your community Undefined vendor service level agreements
This has to be someone’s job Start with pilot projects Automate “production” related tasks Know your demographics Have a message the locals can brag about Leverage the national brand-message
Consider what you can measure Stick to what you should measure Make it about the money if possible “Mentions” may make the merriest of metrics
Social Media Best Practices ©with Dirk Spencer
Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media
Dirk Spencer Colorado Association of Healthcare Executives Speaker
Call this guy
Thank You
Not exactly
2 hours…
Social Media Best Practices ©with Dirk Spencer
Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media
Dirk Spencer Colorado Association of Healthcare Executives Speaker
ebennett.org/ [email protected] [email protected] Cell: 410-350-5480 Work: 410-328-0771 Manages web operations at the University of Maryland Medical Center
(UMMC) #HCSM (Health Care Social Media Community) on Twitter advocate Advisory Board:
Mayo Clinic Center for Social Media
A.D.A.M. Health Solutions Client Advisory Board Paid advisor:
TPR Media
UbiCare Fun Fact: Prefers the phone to email…
Social Media Best Practices ©with Dirk Spencer
Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media
Dirk Spencer Colorado Association of Healthcare Executives Speaker
Director of Digital Marketing & Communications, Inova Health System
www.christopherboyer.com @chrisboyer 303.579.4232 Mr. ROI - “No margin, no mission” Fun Fact: A math-guy you’ll like talking to
Social Media Best Practices ©with Dirk Spencer
Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media
Dirk Spencer Colorado Association of Healthcare Executives Speaker
http://thielst.typepad.com [email protected] @Cthielst http://www.linkedin.com/in/christinathielst Author:
Social Media in Healthcare
Social Media Best Practices ©with Dirk Spencer
Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media
Dirk Spencer Colorado Association of Healthcare Executives Speaker
GoldenPracticesInc.com @michellegolden [email protected] +1 314.416.1201 Author: Social Media Strategies for Professionals and
Their Firms http://www.linkedin.com/in/michellegolden
Director of Center for Social Media at the Mayo Clinic http://socialmedia.mayoclinic.org/about-3/home/ Chancellor of Social Media University, Global (SMUG) @LeeAase Social Media Health Network
Mayo Clinic Center for Social Media [email protected] 507-284-5005 http://socialmedia.mayoclinic.org/about-3/advisory-board/ http://social-media-university-global.org/35-social-media-
theses/
http://www.chrisbevolo.com President Thinkinterval.com [email protected] http://www.linkedin.com/in/chrisbevolo Author: Joe Public Doesn’t Care
About Your Hospital
Social Media Best Practices ©with Dirk Spencer
Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media
Dirk Spencer Colorado Association of Healthcare Executives Speaker
socialmediaexaminer.com [email protected] @Mike_Stelzner Author: Launch: How to Quickly Propel
Your Business Beyond the Competition
Social Media Best Practices ©with Dirk Spencer
Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media
Dirk Spencer Colorado Association of Healthcare Executives Speaker
#Tru Events - The Recruiter Unconference http://recruitingunblog.wordpress.com Top 25 “Most influential on-line recruiter” Recruiting, H.R, Social Recruiting, Social
Media and Technology @BillBoorman [email protected] [email protected] 0044-(0)-7914-876173
Vice President of Emerging Media & Innovation for agency 360i
[email protected] Marketersstudio.com 100 ways to measure social media:
http://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html
Referenced in “Social Media Metrics” by Jim Sterne, Ed Bennett and more
1. Volume of consumer-created buzz for a brand based on number of posts 2. Amount of buzz based on number of impressions 3. Shift in buzz over time 4. Buzz by time of day / daypart 5. Seasonality of buzz 6. Competitive buzz 7. Buzz by category / topic 8. Buzz by social channel (forums, social networks, blogs, Twitter, etc) 9. Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post-purchase) 10. Asset popularity (e.g., if several videos are available to embed, which is used more) 11. Mainstream media mentions 12. Fans 13. Followers 14. Friends 15. Growth rate of fans, followers, and friends 16. Rate of virality / pass-along 17. Change in virality rates over time 18. Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions) 19. Embeds / Installs 20. Downloads
21. Uploads 22. User-initiated views (e.g., for videos) 23. Ratio of embeds or favoriting to views 24. Likes / favorites 25. Comments 26. Ratings 27. Social bookmarks 28. Subscriptions (RSS, podcasts, video series) 29. Pageviews (for blogs, microsites, etc) 30. Effective CPM based on spend per impressions received 31. Change in search engine rankings for the site linked to through social media 32. Change in search engine share of voice for all social sites promoting the brand 33. Increase in searches due to social activity 34. Percentage of buzz containing links 35. Links ranked by influence of publishers 36. Percentage of buzz containing multimedia (images, video, audio) 37. Share of voice on social sites when running earned and paid media in same environment 38. Influence of consumers reached 39. Influence of publishers reached (e.g., blogs) 40. Influence of brands participating in social channels
41. Demographics of target audience engaged with social channels 42. Demographics of audience reached through social media 43. Social media habits/interests of target audience 44. Geography of participating consumers 45. Sentiment by volume of posts 46. Sentiment by volume of impressions 47. Shift in sentiment before, during, and after social marketing programs 48. Languages spoken by participating consumers 49. Time spent with distributed content 50. Time spent on site through social media referrals 51. Method of content discovery (search, pass-along, discovery engines, etc) 52. Clicks 53. Percentage of traffic generated from earned media 54. View-throughs 55. Number of interactions 56. Interaction/engagement rate 57. Frequency of social interactions per consumer 58. Percentage of videos viewed 59. Polls taken / votes received 60. Brand association
61. Purchase consideration 62. Number of user-generated submissions received 63. Exposures of virtual gifts 64. Number of virtual gifts given 65. Relative popularity of content 66. Tags added 67. Attributes of tags (e.g., how well they match the brand's perception of itself) 68. Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth) 69. Registrations by channel (e.g., Web, desktop application, mobile application, SMS, etc) 70. Contest entries 71. Number of chat room participants 72. Wiki contributors 73. Impact of offline marketing/events on social marketing programs or buzz 74. User-generated content created that can be used by the marketer in other channels 75. Customers assisted 76. Savings per customer assisted through direct social media interactions compared to other channels (e.g.,
call centers, in-store) 77. Savings generated by enabling customers to connect with each other 78. Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one) 79. Customer satisfaction 80. Volume of customer feedback generated
81. Research & development time saved based on feedback from social media 82. Suggestions implemented from social feedback 83. Costs saved from not spending on traditional research 84. Impact on online sales 85. Impact on offline sales 86. Discount redemption rate 87. Impact on other offline behavior (e.g., TV tune-in) 88. Leads generated 89. Products sampled 90. Visits to store locator pages 91. Conversion change due to user ratings, reviews 92. Rate of customer/visitor retention 93. Impact on customer lifetime value 94. Customer acquisition / retention costs through social media 95. Change in market share 96. Earned media's impact on results from paid media 97. Responses to socially posted events 98. Attendance generated at in-person events 99. Employees reached (for internal programs) 100. Job applications received
Marketing Manager HubSpot.Com @jessicameher http://www.linkedin.com/in/jessicameher Author: 25 Website ‘Must Haves’ for Driving
Traffic, Leads & Sales
Building Inbound Links Use On-page SEO Input Title Tags & Meta Tags Have an XML Sitemaps Install 301 Redirects
Make the “home” page about home Be Consistent with layout and format Use real images Simplify navigation Avoid Flash & Animation Make it accessible
Messaging Educate and Offer Value Avoid Corporate Gobbledygook Be Clear Not Clever Making Content Shareable
Effective Call-to-Actions Landing Pages Forms Newsletters
60SecondMarketer.com 678-313-3472 [email protected] Co-Author: How to Make Money
with Social Media
Simplify – Seriously Simply the User Interface Match brand elements to the website Use white-space to enhance navigation Avoid Flash / Java / pop-up windows Use drop-downs
Use pick lists Use pre-populated fields Limit the amount of text input required Use Mobile-Redirects to catch phone users Have a link to the main web site
SocialMediaToday.com SocialBakers.com Socialmediaexaminer.com Thesocialmediaguide.com GetListed.org Universal Business List (ubl.org) Placeblogger.com Localeze.com Switchboard.com
Yelp.com Insiderpages.com Citysearch.com Local.com MerchantCircle.com HootSuite.com Hubspot.com YourBuzz.com FourSquare.com
FacebookPlaces.com LinkedIn.com WordPress.com YouTube.com Gowalla.com SCVNGR.com http://www.nursingworld.org/socialnetworki
ngtoolkit (Anderson, J / Boyd, S.)
The Zen of Social Media Marketing by Shama Kabani and Chris Brogan Twitter Power 2.0 by Joel Comm and Anthony Robbins The Twitter Book by Tim O'Reilly and Sarah Milstein ProBlogger: Secrets for Blogging Your Way to a Six-Figure Income by Darren Rowse and Chris Garrett The Social Media Bible by Lon Safko Social Media Metrics by Jim Sterne and David Meerman Scott Secrets of Social Media Marketing by Paul Gillin Social Media Strategies for Professionals and Their Firms by Michelle Golden Marketing in the Groundswell by Charlene Li and Josh Bernoff Social Media 101: Tactics and Tips to Develop Your Business Online by Chris Brogan Connected: The Surprising Power of Our Social Networks… by Nicholas A. Christakis and James H. Fowler The Referral Engine: Teaching Your Business to Market Itself by John Jantsch Get Connected: The Social Networking Toolkit for Business by Starr Hall and Chadd Rosenberg The Micro-Script Rules by Bill Schley Social BOOM! by Jeffrey H. Gitomer Social Media ROI by Olivier Blanchard Success Secrets of Social Media Marketing Superstars by Mitch Meyerson 301 Ways to Use Social Media To Boost Your Marketing by Catherine Parker Social Media Marketing All-in-One For Dummies by Jan Zimmerman and Doug Sahlin Social Media in Healthcare: Connect, Communicate and Collaborate by Christina Beach Thielst Joe Public Doesn't Care About Your Hospital by Chris Bevolo Pull The Power of Semantic Web to Transform Your Business by David Siegel The Rough Guide to Blogging by Jonathan Yang
Social Media Best Practices ©with Dirk Spencer
Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media
Dirk Spencer Colorado Association of Healthcare Executives Speaker
Contact Information: [email protected] 214-295-8687 @DirkInDallas http://www.linkedin.com/in/dirkindallas Speaker Schedule: LinkedIn for Recruiters - DFWTRN August Luncheon Aug 3, 2011 - Dallas Frisco Connect Job Seeker Strategy Summit 2011 Aug 6, 2011 - Frisco Resume Psychology "Get the Offer - Not the Interview"© Sep 10, 2011 –
Crossroads Your Digital Footprint: - How to Create a Internet Presence© Sep 20, 2011 - Texas
Small Business Summit Colorado Association Healthcare Executives (CAHE) 2011 Annual Conference Oct
20, 2011 Resume Psychology "Get the Offer - Not the Interview"© Nov 12, 2011 -
Crossroads
A former DOD Analyst turned Recruiter and Social Media Tactician Dirk is the creator of "Resume Psychology – Get the Offer Not the Interview©.
Some of the organizations where Dirk as spoken on resumes, social media, LinkedIn or featured include:
Executive Search Owners Association (ESOA) Inter-City Personnel Associates (IPA) Associates Food & Beverage Pikes Peak Recruiter Network (PPRN) Irving-Las Colinas Chamber of Commerce Breakfast of Champions Texas Regional Infrastructure Security Conference North Texas Small Business Summit TalentNet Live Social Recruiting Conference The Rick Gillis Radio Show in Houston, Texas ESPN Radio CareerRocketeer.Com list “The 150+ Experts on Twitter ALL Job Seekers MUST Follow The Fort-Worth Star-Telegram
Dirk is the group manager of Resume Psychology © on LinkedIn.Com with over 1,200 members.
You can follow him on Twitter at @DirkInDallas He has worked contract, agency, and corporate recruiting and is currently based in Plano,
Texas.
Irving / Las Colinas Chamber of Commerce Breakfast of Champions
North Texas Small Business Summit IIBA International Institute of Business Analyst Intuit Women's Network (IWN), National Investor Relations Institute (NIRI) Dallas*Fort Worth
Chapter Texas Instruments (TI) Alumni Association (TIAA) Plano Centre TWC - Texas Workforce Commission Veterans Support Group Talent Net Live Social Recruiting Conference American Society of Quality (ASQ) Greater Irving- Job Angels Networking Event Executive Recruiter Association (ERA) Dallas Fort-Worth Texas Recruiter Network (DFWTRN)
St. Jude Career Alliance a Chapter of the Catholic Career Development Community (CCDC),
Career Counseling Group (CCG) of DFW Islamic Association of North Texas (IANT),
Career Counseling Group (CCG) of DFW Islamic Center of Irving (ICI) Crossroads Bible Church (CBC) Career Transition Workshop (CTW) Jewish Family Service (JFS) Career Jump Start - First United Methodist Church Richardson (FUMCR) Carrollton Career Focus Group (CFG), Carrollton City Job Hunt 101, Custer Rd Church Job Net Plano Fort Worth Career Search Network (FWCSN) MacArthur Blvd Baptist Church (MBBC) Career Transition Network (CTN) McKinney Trinity Presbyterian Church Career Transition Network (CTN) McKinney Workforce Networking, Preston Trail Job Network (PTJN), Saint Philip's Episcopal of Frisco Job Ministry, Southlake Focus Group (SFG) St. Andrew UMC Sales Group with Dennis O’Hagan