Effectively Using Social Media in Sales & Marketing

Transcription

1 Effectively Using Social Media in Sales & Marketing Lee Aase Director, Mayo Clinic Social Media Network (#MCSMN) March 22, 2016 Speaker Disclosures Lee Aase has no conflicts of interest to disclose. Off label and/or investigational drug uses will not be discussed during this presentation. 2 Objectives: You will be able to List and describe the different types of social media sites and how to evaluate which are best suited to your organization Describe how to use social media to enhance your brand Explain strategies to assess the effectiveness of your investment in social media Describe common pitfalls of social media marketing and how to avoid them NHIA Annual Conference & Exposition 1

2 Agenda Starting with Strategy: Audiences, Goals and Messages The role of social networking and social media in building Mayo Clinic s brand Brand enhancing and demand driving applications Making sense of (and choosing among) social media platforms Evaluating impact with meaningful measurements Preventing problems with proper professionalism 4 Strategic Thinking: The Difference Between Social Media as Toys or Tools Audiences: Who (specifically) do you want to reach? Goals: What do you want them to believe and do? Messages: What are your key messages for each audience? Platforms: What social tools can reach your audience with your message? How can you integrate social strategies with traditional media and methods? Defining Success: What measures will tell you whether you re achieving your goals? 5 How did this happen? NHIA Annual Conference & Exposition 2

3 in a city with this as its other claim to fame? 7 Mayo Clinic s First Social Networkers NHIA Annual Conference & Exposition 3

4 Information Sources Supporting Mayo Clinic Preference (2014) 10 From Social Networking to Social Media 11 beginning with Podcasting NHIA Annual Conference & Exposition 4

5 Our MySpace Experience 13 Accelerated Adoption of Free Platforms and Low Cost Tools 2007 Facebook 2008 YouTube Flip cameras Twitter Blogs 14 Brand Building Application: Amplifying Word of Mouth Marketing NHIA Annual Conference & Exposition 5

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7 Humanizing, Informing and Demand Driving Applications NHIA Annual Conference & Exposition 7

8 22 Brand and Marketing Application: Online Reputation Management What does Google say about you? Three drivers of online reputation What you create website bio, videos, blog posts Where you participate social networking sites What s subject to debate Rating/review sites 23 #MCSMN Medical NHIA Annual Conference & Exposition 8

9 25 26 Choosing Platforms: Key Factors Who s there? What are the user demographics? Is your specific target audience using the site? Functionality: What type of media sharing and conversation does it facilitate? How can you adapt these capabilities to meet your goals? Can it enrich your other communications? How much monitoring/engagement effort is required? NHIA Annual Conference & Exposition 9

10 Choosing Platforms: Facebook 1.6B Active Users Seniors fastest growing demo Adult Caregivers also present Share images, video, links Pages, Groups, Profiles Organic Page post reach declining 28 Innovative Facebook Application 29 Choosing Platforms: YouTube World s #2 search engine, owned by #1 No account required Embed, share video elsewhere Google+ Hangout videos archived NHIA Annual Conference & Exposition 10

11 Choosing Platforms: Twitter Interests identified by hashtags Tweets indexed by Google Real time conversations and events Make connections (e.g. #NHIA) Twitter Chats Wildly democratic Promotion partnerships help See Symplur.com hashtag directory 31 Choosing Platforms: LinkedIn Leading B2B networking site Not just your online CV Reach professional audiences Recruiting, Thought Leadership Everyone has a Pulse 32 Choosing Platforms: Pinterest and Instagram Visual Social Media Rapid adoption Pinterest overwhelmingly female Instagram no hyperlinks NHIA Annual Conference & Exposition 11

12 Choosing Platforms: Periscope Owned by Twitter Real time mobile video streaming Audience interaction Better positioning for chat leaders 34 Innovative Periscope Example: The #ScopeScope Live colonoscopy broadcast to promote screening See case study and links on #MCSMN site 35 Other Applications Improving Patient Experience and Practice Efficiency through FAQ videos Supporting patient to patient communities NHIA Annual Conference & Exposition 12

13 Meaningful Measurement Immense/overwhelming data possibilities Measure according to plan goals What steps indicate progress? Engagements (Likes, comments, replies, RTs)? Click throughs Hashtag use New followers, connections? Ideally tie to CRM 37 Pitfalls to Avoid Field of Dreams Syndrome Depending on Facebook organic reach Faux pas due to lack of Employee guidelines Training 38 Because I don t have 3 hours today NHIA Annual Conference & Exposition 13

14 40 41 Let s Keep #MCSMN socialmediacenter@mayo.edu socialmedia.mayoclinic.org NHIA Annual Conference & Exposition 14