5 Ways to Differentiate Your Organization Using Social Media. Jan. 9, 2018

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1 5 Ways to Differentiate Your Organization Using Social Media Jan. 9, 2018

2 Today s Presenters Sumit Sharma Director, Social Michael Gaspar Program Manager, Social

3 Disclaimer Any examples of exceptional social media best practices highlighted in this presentation are not to be considered vendor, organization, or product endorsements by HIMSS or its staff.

4 What We ll Cover HIMSS Conference Social Media by the Numbers HIMSS s Social Media Mission, Vision 5 Ways to Differentiate Yourself with Social Media at HIMSS18 Upcoming Opportunities to Get Involved Questions

5 Significant Growth YOY 1.2B 197,657 Tweets 42,599 Users 1.3B 232,657 Tweets 45,955 Users 1.5B Potential Impressions 431M 118,762 Tweets 24,080 Participants 733M 156,115 Tweets 25,701 Participants HIMSS14 HIMSS15 HIMSS16 HIMSS17 HIMSS18

HIMSS Social Media Mission & Vision Drive a high-impact, concise, and relevant health IT narrative by working together, as an industry, to bring ideas and people together via social media: That

6 HIMSS Social Media Mission & Vision Drive a high-impact, concise, and relevant health IT narrative by working together, as an industry, to bring ideas and people together via social media: That equips the industry with the understanding and a clearer path to make a difference in health and healthcare That inspires action to get involved and seek out answers to the industry s biggest problems That positions your brand as a proactive and supportive member of the health IT community

HIMSS Social Media Mission Through the use of social platforms, let s accelerate health information technology innovation and diminish complacency: Strengthen industry discourse through inclusion and

7 HIMSS Social Media Mission Through the use of social platforms, let s accelerate health information technology innovation and diminish complacency: Strengthen industry discourse through inclusion and diversity of perspectives Unearth and nurture emerging industry opportunities Elevate key existing and inspire new industry priorities Highlight and celebrate leadership that supports this mission Advocate for and practice social media best practices and tactics to maximize social media s value to the industry

HIMSS Social Media Vision Develop and nurture a proactive social media environment that enables the industry to centralize, organize, self-start, and advocate for positive change in health management

8 HIMSS Social Media Vision Develop and nurture a proactive social media environment that enables the industry to centralize, organize, self-start, and advocate for positive change in health management and care delivery through information technology. Maximize number of professionals and organizations proactively using social media to advance our mission Enrich social conversation with productive discourse Amplify awareness of health IT and its overall importance to all health(care) decision-makers and stakeholders

9 #1. Sell your ideas, not your products.

10 Delight your audience. Source: Cooler Insights Inbound Marketing 101: A Beginner s Guide

11 Delight Your Audience Tip #1: Build a landing page that has all your conference activities and valued resources in one place. Tip #2: Drive traffic to your landing page/web site with a thought leadership blog series, social video, memes, infographics, etc. Tip #3: Host an interactive social activity (Twitter chat, meetup, game show, photo booth) before, during and/or after HIMSS18 house results, photos, etc. on your website/landing page.

12 Tell them a compelling story. Gary Vaynerchuk, CEO VaynerMedia

13 Tell them a compelling story. Tip #1: Invite end-users, clients, staff and influencers to tell stories about the work you do not the products you sell. Tip #2: Make it your mission to feature actual people in every piece of content you create and story you tell. Tip #3: Take inspiration from and connect with those that have told their #IHeartHIT stories. Find them on Twitter >> Find curated stories here >>

14 #2. Find your tribe.

15 #Aim2Innovate #BrandHIT #Connect2Health #DrHIT #EmpowerHIT #Engage4Health #GenY4HIT #GovHIT #HealthyMargins #HIMSS18 #HITcloud #HITsecurity #HITventure #HITworks #HX360 #IHeartHIT #Nurses4HIT #PopHealthIT #PrecisionHIT #PutData2Work #RethinkRCM #smarthit #WomenInHIT Hashtag Topic Health IT Innovation Health IT Branding & Marketing Connected Health Conference Physicians' Use of IT Interoperability + Health Information Exchange Patient Engagement Millennials in Health IT Health IT Policy Healthcare Finance Strategy HIMSS Conference & Exhibition Cloud Computing Health IT Security Health IT Startups & New Ventures Health IT Value HX360 Inspiring Health IT Stories Nurses' Use of IT Population Health Precision Medicine Big Data & Healthcare Analytics Revenue Cycle Management Artificial Intelligence & Machine Learning Women in Health IT Engage by topic.

16 Engage by topic. Tip #1: Target the audiences that care about what you have to say by using the HIMSS Hashtag Guide before, during and after HIMSS18. Tip #2: Monitor users of these hashtag communities to build long-lasting and sales-driving relationships. Tip #3: Bring digital interactions face-to-face by hosting social events, attending community/initiative-focused meetups.

17 Know your influencers.

18 Know your influencers. Tip #1: Note social media best practices, engaged audiences and prevalent topics commanded by HIMSS Social Media Ambassadors. Follow their planned activities via the HIMSS18 Newsfeed. Tip #2: Follow and engage with HIMSS Social Media Ambassadors via the official Twitter List. Tip #3: Connect with the health IT social media leaders and industry influencers onsite during the Meet the Social Media Ambassadors meetup Date & Location TBD.

19 #3. Listen, observe, engage & MEASURE!

20 Do your homework. Source: Predictions from HIMSS: 2018 Expected to be Year of Value

21 Do your homework. Tip #1: Do your homework. What are the latest trends in your strategic areas of focus? Buying attitudes? Behaviors? Map these to your social media strategy. Tip #2: Integrate pain points and emerging opportunities in to your social messaging to drive conversation. Tip #3: Seek out research sources and industry trends to create a value proposition for your brand s narrative on social media. Try designing mini social infographics.

22 Mind your tone.

23 Mind your tone. Tip #1: You have to earn your right to market and sell on social. Pushy sales tactics are a turn-off. Lead with engagement. Tip #2: Be accessible. Avoid overly technical, jargon-filled content and conversation. Simplicity is the sweet spot of science + art in social media. Tell a joke. Post a meme. Diversify your content to invite a diverse audience. Tip #3: Remember that there may be more knowledgeable people than you that you re selling to. Don t assume you re the only expert at HIMSS18.

24 Define your success.

25 Define your success. Tip #1: Set a social media goal that goes beyond revenue or sales. Aim for new followers, social engagement, social media reach, influencer engagement first. Don t be afraid to benchmark. Tip #2: Clearly articulate your goals and the impact they will have to your digital marketing teams/organizational stakeholders to get buy-in, share accountability. Tip #3: Be sure to define success based on all stages of your conference experience before, during, and after. What you do before the conference will impact your performance during and after it.

26 #4. Create an experience.

27 Be gracious.

28 Be gracious. HIMSS conference is an opportunity for your brand to shine in front of highly engaged audience, but there are some things you should avoid. Tip #1: Please, don t use the booth cattle calls. A lot of users actively filter out such messages to only engage in meaningful conversations. Tip #2: Don t spam the feeds with offers. Add value to your social audiences. Tip #3: Don t peddle retweet contests. Be stewards of the social experience.

29 Be human.

30 Be human. Tip #1: Be in the moment. Find your balance between scheduled and inreal-time social posts. A nice balance will allow for you to be present. Tip #2: If people mention or engage you, find the time to engage back. Tip #3: Add a personal touch to your social communications. Add initials to replies. Respond with GIFs and emojis. Let people know they are connecting with a person, not just a brand. Tip #4: Build your social media strategy with compassion. Use visuals. Be succinct. Curate with pride. Be memorable.

31 #5. Sustain your momentum.

32 Develop a plan.

33 Develop a plan. Tip #1: Building and executing a social media event strategy is a marathon. Make it a priority to keep the engagement you earn before and during the show going after it. Tip #2: Mine key takeaways from HIMSS18 social conversations that align with your organization incorporate them in to blog posts, social videos, and yearly marketing plans. Tip #3: Stay disciplined. Following a plan from start to finish gives you valuable data and insight to properly benchmark for other shows, HIMSS19, and your social media presence overall.

34 Go-To Social Media Resources 1. 5 Ways to Differentiate Your Organization with Social Media 2. HIMSS Social Media Ambassadors 3. HIMSS18 Updates & Announcements 4. HIMSS18 Hashtag Guide Coming soon! 5. Follow HIMSS on Facebook, Twitter, LinkedIn & Group 6. #HIMSS18 Hashtag Insights 7. HIMSS18 Exhibitor Marketing Toolkit 8. A Hacker s Guide to HIMSS18 Coming Soon!

35 Save the Date! #EmpowerHIT Twitter Chat When: Jan. 25 from 12 to 1 p.m. CST Where: #EmpowerHIT Find more Twitter Chat Details here >> Host: Host: Healthcare IT Moderator: Tom Expert Guest: Russell Leftwich, HIMSS Social Media Ambassador Panelist: Max

36 Questions?

Stay in Touch Sumit Sharma Director, Social Media @SumitSharma930 Michael

37 Stay in Touch Sumit Sharma Director, Social Michael Gaspar Program Manager, Social

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