tackling social media marketing

8/3/2019 Tackling Social Media Marketing

http://slidepdf.com/reader/full/tackling-social-media-marketing 1/68

TACKLING social media marketing



w.w.w. facts



· 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



LISTEIG

What’s being talked about on

the world wide web of people?



What are all these people talking about in

YOUR SETOR via the following plaorms?

In BLOGS

On TWITTER

GOOGLE SEARHES



On TwiNer Ann Handley of Marke/ngProfs.com tweeted her 100K + followers and asked:

“Which hospital is your favorite on TwiNer?”



TWITTER USERS LOVE MAY LII!



WHY?


http://slidepdf.com/reader/full/tackling-social-media-marketing 9/68Quotes, lectures, contests, links to arCcles

Mayo linic TwiNer Account:



Link to KATIE RIDE FOR LIFE @Sharing My Experience at Mayo linic



Link to Mayo linic menCon on tech websiteMashable



Link to lecture AD web

index for ‘GI Problems’



St. Jude hildren’s Hospital19,224 TwiNer followers


http://slidepdf.com/reader/full/tackling-social-media-marketing 15/68Sarasota Memorial Hospital3,568 TwiNer followers



Mount Sinai Hospital5,073 TwiNer followers



Plaorms



TwiNer

ommunicate with TwiNer ommunity

Inform ‐ Receive Feedback

Disseminateews ‐ Links to video, websites

onduct Research by Asking TwiNer ommunity

Increase Web Search Visibility



Google AdWordsMost searched topics

SEARH WORD: fetal treatment

Note the number of global searches UCSF had per month related to ‘fetal treatment’



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



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



* Links that point to your site from sites other than your own. Inbound links are an important asset that willimprove your site's PageRank.

*



* IndexA search engine's database in which it stores textual content from every web page that its spider visits.

*

G l d Bi



BLEDED SEARH RESULTS

• Standard web pages

• Videos

• Images

• ews stories

• Maps

• TwiNer Tweets

Search Results Include:

Google and Bing



There IS a Blended Search

SUPERSTAR...

SUPERSTAR



VIDEO OTET = 50 X more likeliness

to appear on 1st page of Search results!



US San Francisco Fetal Treatment enter

A LOOK



Remember this?

There IS a reason why USF Fetal Treatment enter has a prevalent online presence.



THEIR WEBSITE IS LOADED WITH

IFORMATIO O FETAL THERAPY

ODITIOS AD TREATMETS

They appear to be the foremost experts



Let’s take DH for example

Th ll



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



1,426 views 2,567 views 1,061 views

Example USF Videos about DH



While the center can tout neither outcomes

nor innovaCon in TTTS, approached themas the go‐to source for to shed light on the

condiCon...



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



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)



EXAMPLE

First fetal surgery

paCent at HOPS



Leading to feature story to blog about,

share via Facebook and add to website



Internet = Professional Mixer

onsistent presence and engaging content



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.”



“Anything an individual or organiza:on creates and

shares to tell their story.”

ontent Is



Good contentis the soul of

who you are



Engaging ontent and a Good Tag



Is shared



again and again



So, the more

people who

engage withyour content,

the more

Cmes that

content isdisseminated

to each of

theircommunity

of friends



Leading to

the source

to becomea valuable

resource



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.



reaCng an editorial calendar.

QuesCon 1

What’s the goal we’re trying to accomplish?



QuesCon 2

Who’s our audience we’re trying to reach?




QuesCon 3

What’s the story we’re telling and what format will work best?




QuesCon 4

Is the content Cmely or evergreen?




QuesCon 5

Who’s creaCng the content, and how is geng implemented?




QuesCon 6

When will the content be published?




QuesCon 7

Who needs to approve this content?




QuesCon 8

Where will the content be published?




QuesCon 9

How will we promote the content?




QuesCon 10

What success metrics will we connect to the content?

Who is responsible for tracking/measuring?




QuesCon 11

When should the content be revised or archived?




OETRATIO



DETERMIATIO



FOLLOW THROUGH

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