Amping Up Your Social Strategy. Overview of Social Media 8/1/17. Why Use Social Media?

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1 Amping Up Your Social Strategy Rob Jordan Monica Moore Mike Steenburgh Allison Lundberg Kelly Raskauskas Overview of Social Media Monica Moore Association Management Center Why Use Social Media? Increase brand recognition and loyalty Generate leads and increase conversions Build social proof (brand authority) Increase inbound traffic and improve SEO Improved customer service, insight, and engagement (Source: benefits-of-social-media-marketing) 1

2 Is Anybody Out There? 2.8 Billion users, 37% global penetration, Up 22% over previous year 1 75% of male and 83% of female internet users are on Facebook 1 YouTube overall, and even YouTube on mobile alone, reaches more year-olds than any cable network in the U.S. 2 Almost 80% of time spent on social media platforms happens on mobile. 3 59% of Americans with social media accounts think that customer service through social media has made it easier to get questions answered and issues resolved. 4 97% of online adults aged say they have visited or used a social network within the last month. Set a baseline Determine your focus Find your audience Communicate where to find you and WHY Know your goal Social Facebook Twitter Linked In Frequency < 2x/day 1-4 pm CT Don t forget weekends! 3 5x+/day 1 5 pm CT No more than 1x/ hour 1x/day 7 8 am or 5 6 pm Tues, Weds, Thurs are best Engagement Length Tip < 70 characters (ideally < 40) Monitor throughout day, engage the conversation by liking, responding, sharing. < 100 characters For most shares, words for businesses, words for individuals Monitor throughout day, engage the conversation by responding, retweeting Monitor throughout the week, responding and share. Sources: 2

3 What to Post Links, images, quotes, and shares generate the most engagement. Tweets with images receive 18% more clicks than tweets without images. Links to articles and resources Statistics and quick facts Other s success stories and photos Cross-promote blog posts, e-news headlines, press releases Rule Aim to post four educational or entertaining posts per one soft promotion or one hard promotion Should I Post This? Does it affirm your values and beliefs and reflect well on your work? Does it educate, inform, or entertain? Is this something that is easily shared or encourages responses? 3

4 Tips Leverage successful accounts Monitor trending topics Find accounts with useful content Shorten links: Use photos: WordSwag, Photofy Schedule posts: HootSuite, Buffer How Will You Measure Success? Source: Questions? 4

5 AMA Health System Reform Campaign in 2017 Patients Before Politics Rob Jordan American Medical Association Using Social for Campaigns With 2.8 BILLION active social media users worldwide, social and digital advocacy is one of the fastest growing ways to influence policymakers. Not only is social media advocacy popular for associations, it s also cost-effective and easy to scale during fast-moving, high-impact campaigns (such as our recent health system reform campaign). In Washington, 100% of senators and nearly all representatives have Twitter, using the social platform to connect with constituents. Numerous studies over the past few years state that social media posts by constituents can influence undecided Members of Congress. 70% of Hill staffers agree that social media makes Members of Congress more accountable to constituents 76% say social media enables them to have more meaningful conversations with constituents. Using Social for Targeted Advertising Through targeted advertising on social, we re able to push out our messages to a key group of users who would likely be interested in our campaign messages. Targeting on social is more niche than other tactics, getting as specific as zip code, political affiliation, and a variety of consumer behaviors. Twitter - Knowing that the majority of DC influencers (e.g., Members of Congress, Hill staff and reporters) are primarily on Twitter, we used a combination of location, keyword and follower targeting to ensure we re reaching these users, and users similar to them. Facebook - most popular social media platform (79% of online Americans), we used targeted advertising on this platform to hit our patient audience with strong stats and compelling visuals that would allow them to emotionally connect with the issue, and in turn, take action. Messaging - Also wanting constituents to speak directly to Members of Congress (and potentially have a two-way conversation with them), we created messages, images and videos that spoke direct to Members of Congress and allowed constituents to do the same. 5

6 According to the Congressional Management Foundation (CMF) s #SocialCongress 2015 report, 30 or fewer similar comments on a social post are enough to get an office s attention. By using Twitter s Conversational Card ad unit, more than 25,000 tweets were sent to Members of Congress. This unit allows brands and organizations to give users specific messages via pre-populated tweets and hashtags a new way of getting a conversation started surrounding a topic you, as the brand, want discussed. Thousands more messages were sent via other ad units, however, this unit was the most successful that we tried. For each tweet that included a Member of Congress Twitter handle, they received a notification (imagine waking up to see hundreds of the same message being sent to you from your constituents). According to HubSpot, visual content is more than 40 times more likely to get shared on social media than other types of content. One of the primary objectives of our health system reform campaign was to get users engaging with our content either through hashtag use, watching videos or sharing our content. Knowing this, we created a variety of visual content that evolved throughout the campaign based on performance and relevancy. Due to the quick nature of this debate, we were able to optimize content, creative and budget levels within hours. 36,000 number of times the campaign hashtag (#ForOurPatients) was used sincemid-march. Over 5 million Number of views of animated content (videos, GIFs) ~7 million Number of engagements and clicks (combined) on the posts. Garnering an overall campaign results rate of nearly 3%, this campaign is a great example of how to use social media effectively for advocacy. Constituents were engaged, cost per result was low and exposure to the organization was high. Across Twitter and Facebook, the campaign saw more than 5 million engagements on posts. Campaign earned an average cost per result of $0.11, which is significantly lower than traditional advertising platforms that average anywhere from $2.00-$20.00 per result. 6

7 Questions? Social Media Audiences Kelly Raskauskas Connecticut State Medical Society Reinforce Physician Messaging Reminders: membership, deadlines, events Member publications: a second (or third) bite of the apple Advocacy: key bills, policy/regulatory issues 7

8 Not Just Physicians Journalists Other health professions Legislators Patient advocates General public Build Relationships Members/hospitals/groups Journalists/media State & federal agencies State/local health nonprofits, FQHCs Elected officials Affinity partners Share and tag 8

9 Show Some Love State Agencies, Non-profits Elected Officials 9

10 Affinity Partners Everyone Is a Patient Have Fun* *For a given value of fun Graphics Holidays Health 10

11 Always Say Thank You Questions? 11

12 Social Media at Conferences Allison Lundberg American Academy of Hospice and Palliative Medicine 1. Utilize Social to Take Audience Questions 5 Fun and Easy Conference Social StrategyTips 2. Make Your Followers Feel VIP 3. Showcase the Social Activity 4. Incentivize Your Audience 5. Pre-Schedule Posts Utilize Social to Take Audience Questions 12

13 Let them be heard Take Audience Questions Let them be heard Take Audience Questions Our Twitter Pros on a side stage monitoring #hpmq questions to ask our plenary speaker Let them be heard Take Audience Questions 13

14 Make Your Followers Feel VIP! Make your Followers Feel VIP Reserve them a seat! Make your Followers Feel VIP Give them a sticker! 14

15 Give them a sticker! Make your Followers Feel VIP Showcase the Social Activity Wall Use a social media wall provider such as: Showcase the Social Activity - Strea.ma - Tweet Monsters - Tweetwall Get it sponsored! 15

16 Wall Showcase the Social Activity Wall Showcase the Social Activity Incentivize Your Audience 16

17 Give them motivation! Incentivize Your Audience Attendees who downloaded our mobile app or follow us on Twitter were alerted to Pop Up Surprises for free giveaways and treats! Give them motivation! Incentivize Your Audience Pre-Schedule Posts 17

18 Save Your Time Onsite Pre- Schedule Posts By using Hootsuite, we were able to pre-schedule over 83 tweets throughout the conference. This allowed onsite staff to let social media take care of itself and attend to other matters. Questions? 18