Social Media and You NAAEI Affiliate Education Conference August - PowerPoint PPT Presentation

Social Media and You NAAEI Affiliate Education Conference August 27, 2015

Introductions: Joe and Erin

Introductions: Reingold  Full-service strategic communications agency  135 full-time associates  Experience in Healthcare, Education, Associations, Government  140+ awards  Demonstrated and measurable success

Meeting Agenda  Why social media?  What is social media?  Jumping in  Organic  Advertising  Social media in action  Developing a social media plan

A couple questions  What is social media?  Why is it important for associations to have a social media presence?  Who is doing social media really well?  Is social media going to replace other forms of communications?  Has it already?

Why social media?

An integrated marketing and communications campaign maximizes both traditional and leveraged channels Leveraged Traditional  SEO Advertisin  Social media g/PSA Online &  Online advertising Digital Media Relations Integrated Messaging Events Campaign Direct Marketing Stakeholder Outreach Partnerships

Media interactions are predominantly screen based today Source: Google/Ipsos Study

74% of online adults have used social networking sites Social Networking Use By Online Adults, 2005-2014 * Pew Research Center’s Internet & American Life Project surveys, 2014

Social media usage across demographics is high * Pew Research Center’s Internet & American Life Project surveys, 2014

Multi-platform use is on the rise, each platform’s user base is growing Social media site users, 2012-2014 * Pew Research Center’s Internet & American Life Project surveys, 2014

Social media remains at the center of content marketing—integrating more and more with news media, search, new platforms

What is social media?

Social media is a network of communities and content platforms on various media formats, lengths, and forms of engagement News Aggregation Gaming Networking Micro Blogging Blogging Location Based Media Sharing

. The social media landscape has evolved over time Then Now  Facebook  Facebook  Twitter  Google+  LinkedIn  Twitter  YouTube  LinkedIn  WordPress  YouTube  Pinterest  Tumblr  Flickr  Reddit  Vimeo  Vine  Pinterest  Instagram  Snapchat

But when it comes to social media…content is king But when it comes to social media…content is king Social Media Content Wins  Community of communities  Targeted, relevant messages  Two way conversation  Credible messengers  User-generated content  Rich and varied content and media formats  Rapid dissemination of  Responsive and consistent engaging content communication  Low barriers to entry

The social media content landscape continues to evolve… The social media content landscape continues to evolve…

But the principles remain… The bait has to taste good to the fish, not the fisherman  Know your audience  Ensure relevance – make it about your audience  Highlight the cause – reinforce messages and value  Use rich images and varied content  Keep your copy short and sweet  Elicit a lightweight response

Starbucks finds a way to consistently tie its brand into days, holidays, and trends that its consumers care about.

The “truth” campaign lets multimedia content speak for itself with short and sweet copy teasers - UPDATE

American Diabetes Association uses varied content —including images, videos, and infographics—to start conversations

Good strategies mix original content creation with user-generated curation, let audiences contribute to the conversation

Discussion

Discussion Points  Do you have any questions about the “why” and the “what” of social media?  Any contrarians? Is social media is more sizzle than steak?  Are you using social media like ADA, Starbucks and the Truth Campaign?  Can advertising be used effectively by associations?  Is anyone using content calendars and evaluation to monitor success?

Jumping in

Social media is an ongoing, iterative process Build Engage Influence Building and enhancing Getting them to interact and Empowering them to take your audience join the conversation key actions

The conversation is taking place. Jump in. 1. “Listen” online 2. Choose your platform(s) 3. Build your content 4. Join the conversation 5. Expand through advertising, outreach, and engagement opportunities

Listen to the conversation online to understand what is being talked about and who is talking Brand Search (“american society of anesthesiologists”) OR (www.asahq.org) OR (“anesthesiology 2014”) Topic Search ("anesthesiologists") OR ("anesthesiology") OR ("nurse anesthetists") OR ("anesthesia" AND "patient care") OR ("anesthesia" AND "pain management") OR ("physicians" AND "patient safety")

Choose the social networks to join the conversation Platforms ✔ ✔ ✔ ✔ ✔ ✔ ✔ Brand exposure ✔ ✔ ✔ ✔ ✔ ✔ ✔ Two-way communication ✔ ✔ ✔ ✔ ✔ ✔ ✔ Multimedia ✔ ✔ ✔ ✔ ✔ ✔ ✔ Community building ✔ ✔ ✔ ✔ ✔ ✔ ✔ News/media Traffic to site ✔ ✔ ✔ ✔ ✔ ✔ ✔ SEO ✔ ✔ ✔ ✔ ✔ ✔ ✔ Paid media ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ Good ✔ OK ✔ Bad

Start small, then expand  Pick the one or two networks where you can best reach your audience  Develop a foundation there  Learn what content and messaging works best  Slowly expand onto other networks, if goals align  Continuously evaluate each network’s performance and look for emerging channels

Facebook  Most widely used platform  Driven by centralized news feed where best content wins  Good for sharing news and multimedia  Connects you to your friends and favorite brands.  Interactions layered in social context

Twitter  Breaking news and media platform  Stories pop on Twitter first  Content is fed chronologically  Easy to share, retweet other organizations and brand content  Live-tweeting events

LinkedIn  Professional network  Reach targeted audiences by profession/employment/i ndustry  Share relevant industry news and promote thought leadership  Find new talent

Use branding to make your networks consistent

Now it’s time to develop your content strategy Key considerations  Who are you trying to reach?  Messaging Mix  What content do you have? • Build  What is the conversation you • Engage want to start? • Influence  How can you engage your target  Content Mix audience in that conversation?  Metrics  What do you want the outcome to be?  Recruitment vs. retention

Choose a mix of content that lets you build, engage, influence your audience Content Breakdown Content Mix Optimization  Audience Building  Informational  Awareness of programs, services  Establish voice  Engage  Multimedia & videos  Testimonials  Listen, watch, share  Conversion-focused  Calls to action  Traffic to site 36

Use yearlong and monthly content calendars to organize reoccurring conversation themes Mon Tues Weds Thurs Fri Sat Sun Business tip In the Q&A post Throwback Resident in Photo of the Member news/relevant Thursday Action posts Day features article In addition, content calendars allow you to visualize where other content types can fall as they are available: • News that gets published • Promoting events in advance • Joining relevant online conversations

. Constantly evaluate what’s working to maximize your content strategy Messaging Metrics Date Marketing Content Type Audience Message Character URL/Link Reach Clicks Engagements Objective (media) Length (likes, comments, shares) Build photo Servicemembers Military OneSource is audience your one-stop short for confidential resources and support… Engage video Spouses Lorem ipsum Drive web link Family/friends Lorem ipsum traffic Content Type Average Average Average Facebook Video Views Website Shares Conversions Photo 5,221 341 750 Video 2,250 7,000 56 38

Look for opportunities like events and campaigns to promote two-way dialogue and increase cross-network engagement

Take advantage of each social media platform’s advertising Why Advertise?  Ads expand the reach and engagement of your social media efforts  Now a more native experience on social networks  Break through the clutter  Opportunity to reach wider and more targeted audiences  Allow for quick ramp up  Can be used for message testing and refinement  Increase engagement, conversions, desired actions