The Impact of Social Media Public Policy & Healthcare Decision Making. October, 2017

Transcription

1 The Impact of Social Media Public Policy & Healthcare Decision Making October, 2017 SPM Marketing & Communications

2 The Average Internet User will spend 5 years and 4 months on social media in a lifetime accesses social media several times a day spends over 2 hours a day on social media AdWeek, March 2017 Global Web SPM Index Marketing Social & Report, Communications Pew Research Center, 2016

3 Daily Time Spent on Social Media Channels Twitter Instagram Snapchat Facebook YouTube Minutes SPM Marketing & Communications 3 AdWeek, March 2017

4 Social Media Impact on Public Policy Outcomes Some Significant Don't Know None SPM Marketing & Communications 4 Emarketer, Finn Future Survey, March 2017

5 SPM Marketing & Communications 5 Emarketer, Finn Future Survey, March 2017 Pew Research Center Survey, 2017

6 The Active Social Networker 60% believe The Affordable Care Act is good for America Millennial Generation X Boomer SPM Marketing & Communications SPM Marketing and Communications American Heath and Life Study 6

7 Social Media s Impact on Society SPM Marketing & Communications 7

8 A News Source 6/10 Americans get news from social media 36% say social media is important when consuming news about political issues Facebook is used most for news, followed by Twitter Pew Research SPM Marketing Center Survey, & Communications Pew Research Center, 2016

9 Virtual Word of Mouth 53% find information about a hospital from friends and family 37% find information about a hospital from social media and online review sites 41% recommend a product or brand via social post or review SPM Marketing & Communications 9 SPM Marketing and Communications American Heath and Life Study

10 A Virtual Identity 6 personas of social sharing: 1. Altruists 2. Careerists 3. Hipsters 4. Boomerangs 5. Connectors 6. Selectives 28% say things to people online that they wouldn t have the nerve to say face to face 1. SPM Marketing SPM Marketing and & Communications American Heath and Life Study New York Times Customer Insight Study, 2011

11 Social Media s Impact on Policy SPM Marketing & Communications 11

12 SPM Marketing & Communications 12

13 Using Social Media to Protest Can Magnify A Crowd s Presence SPM Marketing & Communications 13

14 SPM Marketing & Communications 14

15 SPM Marketing & Communications 15

16 Exposure IMPACT Support Education SPM Marketing & Communications 16

17 SPM Marketing & Communications 17

18 Using Social Media to Educate and Tell Stories Can Spark Advocacy SPM Marketing & Communications 18

19 SPM Marketing & Communications 19

20 SPM Marketing & Communications 20

21 SPM Marketing & Communications 21

22 Education IMPACT Advocacy Funding SPM Marketing & Communications 22

23 SPM Marketing & Communications 23

24 Using Social Media to Encourage Action and Generate Buzz...Can Put Pressure on Legislators SPM Marketing & Communications 24

25 SPM Marketing & Communications 25

26 SPM Marketing & Communications 26

27 SPM Marketing & Communications 27

28 SPM Marketing & Communications 28

29 Advocacy IMPACT Education Influence SPM Marketing & Communications 29

30 Social Media Best Practices SPM Marketing & Communications 30

31 Identify Your Audience Sample Audience Persona John Doe is a 68-year old elected representative in the state of Illinois. He has over 45 years of experience in public policy, has been a member of the Illinois House for 35 years, and was elected chairman of the Democratic Party of Illinois back in John created a Facebook and Twitter profile several years ago, but has become more engaged in social media over the last two years. He relies on his Facebook and Twitter accounts to establish and maintain his online presence as a state legislator. He checks both channels regularly, about once a day throughout the work week and occasionally on the weekend. Plus, having downloaded the applications on his iphone, John gets notifications and alerts immediately wherever he is. Another reason John uses social media is to collect feedback from Illinois residents who may reach out to him directly through Facebook messages and tweets. He also looks to Twitter to gauge the sentiment of conversation occurring online regarding particular issues. Before signing up for Facebook and Twitter, John was a little skeptical about the security of social media and concerned he may become overwhelmed by waves of negative feedback and communication directed at him. However, by setting up crisis management protocols and referencing a social media policy guide that aligns with Illinois policy for security and communication, he feels much more comfortable. He also uses a single platform management tool to view, reply and engage in online conversation that keeps all communication streaming in from multiple channels viewable in one dashboard and prevents the release of any sensitive materials to the public. SPM Marketing & Communications 31

32 Know Your Channels Friends, Family & Content Creating & Sharing Real-time Convo & Streaming Collecting & Purchasing Networking & Job Searching Real-time Storytelling Video Search & Discovery Chat Messaging SPM Marketing & Communications 32

33 Select Your Channels Priority Elective SPM Marketing & Communications 33

34 Communication: What Content Narrative Pillar 1 Pillar 2 Pillar 3 Topics Topics Topics Promotions Franchise Franchise Franchise SPM Marketing & Communications 34

35 Communication: How Commercial Conversational Brainy Ingenious Aristocratic Approachable Boastful Confident Conservative Progressive SPM Marketing & Communications 35

36 Communication: When OCTOBER 2017 Sunday Monday Tuesday Wednesday Thursday Friday Saturday SPM Marketing & Communications 36

37 Amplification Organic Boosted Ads SPM Marketing & Communications 37

38 Community Management Positive Respond to all within 48 hours with a personalized reply Address the individual by their first name or tag them if you can Express appreciation for their positive feedback and ask questions to encourage ongoing dialogue Negative Respond to all within 24 hours with a personalized reply, unless it includes profanities then delete it Address the individual by their first name or tag them if you can Express sympathy for the issue but do not apologize publicly, instead direct them offline for follow-up Neutral If it s a question, answer directly within 24 hours or direct them offline for follow-up if it s personal If appears to be a mistake or does not show signs of true engagement, do not interact with it but do not delete it If appears to be spam or includes profanities delete it SPM Marketing & Communications 38

39 Social Media Key Takeaways 1. It influences news consumption and communication 2. It helps spark advocacy and put pressure on legislation 3. Start by knowing your audience and their online behaviors 4. Choose channels that align with your policy objectives 5. Be consistent in your communication: what, how, when 6. Boost posts to increase exposure 7. Use ads to promote events and drive specific online action 8. Respond to all feedback positive, negative and neutral SPM Marketing & Communications 39

40 Questions? SPM Marketing & Communications 40