Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate...
Transcript of Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate...
8/1/17
1
AmpingUpYourSocialStrategy
RobJordan MonicaMoore MikeSteenburgh
AllisonLundberg KellyRaskauskas
MonicaMoore|AssociationManagementCenter
OverviewofSocialMedia
WhyUseSocialMedia?
� Increasebrandrecognitionandloyalty� Generateleadsandincreaseconversions� Buildsocialproof(brandauthority)� IncreaseinboundtrafficandimproveSEO
� Improvedcustomerservice,insight,andengagement
(Source:http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing)
8/1/17
2
IsAnybodyOutThere?
� 2.8Billionusers,37%globalpenetration,Up22%overpreviousyear1
� 75%ofmaleand83%offemaleinternetusersareonFacebook1
� YouTubeoverall,andevenYouTubeonmobilealone,reachesmore18-49year-oldsthananycablenetworkintheU.S.2
� Almost80%oftimespentonsocialmediaplatformshappensonmobile.3
� 59%ofAmericanswithsocialmediaaccountsthinkthatcustomerservicethroughsocialmediahasmadeiteasiertogetquestionsansweredandissuesresolved.4
� 97%ofonlineadultsaged16-64saytheyhavevisitedorusedasocialnetworkwithinthelastmonth.
Setabaseline� Determineyourfocus
� Findyouraudience� CommunicatewheretofindyouandWHY
� Knowyourgoal
Engagement
Social Facebook Twitter LinkedIn
Frequency <2x/day1-4pmCTDon’tforgetweekends!
3–5x+/day1–5pmCTNomorethan1x/hour
1x/day7–8amor5–6pmTues,Weds,Thursarebest
Length <70characters(ideally<40)
<100characters
Formostshares,16–25wordsforbusinesses,21–25wordsforindividuals
Tip Monitorthroughoutday,engagetheconversationbyliking,responding,sharing.
Monitorthroughoutday,engagetheconversationbyresponding,retweeting
Monitorthroughouttheweek,respondingandshare.
Sources:https://blog.hubspot.com/sales/the-ideal-length-for-all-your-social-media-posts-infographichttps://blog.kissmetrics.com/science-of-social-timing-1/
8/1/17
3
WhattoPost
� Links,images,quotes,andsharesgeneratethemostengagement.
� Tweetswithimagesreceive18%moreclicksthantweetswithoutimages.
� Linkstoarticlesandresources� Statisticsandquickfacts� Other’ssuccessstoriesandphotos
� Cross-promoteblogposts,e-newsheadlines,pressreleases
4-1-1RuleAimtopostfoureducationalorentertainingpostsperonesoftpromotionoronehardpromotion
ShouldIPostThis?
� Doesitaffirmyourvaluesandbeliefsandreflectwellonyourwork?� Doesiteducate,inform,orentertain?� Isthissomethingthatiseasilysharedorencouragesresponses?
8/1/17
4
Tips
� Leveragesuccessfulaccounts� Monitortrendingtopics� Findaccountswithusefulcontent� Shortenlinks:https://bitly.com/shorten� Usephotos:WordSwag,Photofy� Scheduleposts:HootSuite,Buffer
HowWillYouMeasureSuccess?
Source:https://sproutsocial.com/insights/social-media-metrics-that-matter/
Questions?
8/1/17
5
AMAHealthSystemReformCampaignin2017“PatientsBeforePolitics”RobJordan|AmericanMedicalAssociation
UsingSocialforCampaigns
With2.8BILLIONactivesocialmediausersworldwide,socialanddigitaladvocacyisoneofthefastestgrowingwaystoinfluencepolicymakers.
� Notonlyissocialmediaadvocacypopularforassociations,it’salsocost-effectiveandeasytoscaleduringfast-moving,high-impactcampaigns(suchasourrecenthealthsystemreformcampaign).
InWashington,100%ofsenatorsandnearlyallrepresentativeshaveTwitter,usingthesocialplatformtoconnectwithconstituents.
� NumerousstudiesoverthepastfewyearsstatethatsocialmediapostsbyconstituentscaninfluenceundecidedMembersofCongress.
� 70%ofHillstaffersagreethatsocialmediamakesMembersofCongressmoreaccountabletoconstituents
� 76%saysocialmediaenablesthemtohavemoremeaningfulconversationswithconstituents.
UsingSocialforTargetedAdvertising
� Throughtargetedadvertisingonsocial,we’reabletopushoutourmessagestoakeygroupofuserswhowouldlikelybeinterestedinourcampaignmessages.
� Targetingonsocialismorenichethanothertactics,gettingasspecificaszipcode,politicalaffiliation,andavarietyofconsumerbehaviors.
� Twitter-KnowingthatthemajorityofDCinfluencers(e.g.,MembersofCongress,Hillstaffandreporters)areprimarilyonTwitter,weusedacombinationoflocation,keywordandfollowertargetingtoensurewe’rereachingtheseusers,anduserssimilartothem.
� Facebook-mostpopularsocialmediaplatform(79%ofonlineAmericans),weusedtargetedadvertisingonthisplatformtohitourpatientaudiencewithstrongstatsandcompellingvisualsthatwouldallowthemtoemotionallyconnectwiththeissue,andinturn,takeaction.
� Messaging-AlsowantingconstituentstospeakdirectlytoMembersofCongress(andpotentiallyhaveatwo-wayconversationwiththem),wecreatedmessages,imagesandvideosthatspokedirecttoMembersofCongressandallowedconstituentstodothesame.
8/1/17
6
AccordingtotheCongressionalManagementFoundation(CMF)’s#SocialCongress2015report,30orfewersimilarcommentsonasocialpostareenoughtogetanoffice’sattention.ByusingTwitter’sConversationalCardadunit,morethan25,000tweetsweresenttoMembersofCongress.
Thisunitallowsbrandsandorganizationstogiveusersspecificmessagesviapre-populatedtweetsandhashtags–anewwayofgettingaconversationstartedsurroundingatopicyou,asthebrand,wantdiscussed.
� Thousandsmoremessagesweresentviaotheradunits,however,thisunitwasthemostsuccessfulthatwetried.
� ForeachtweetthatincludedaMemberofCongress’Twitterhandle,theyreceivedanotification(imaginewakinguptoseehundredsofthesamemessagebeingsenttoyoufromyourconstituents).
AccordingtoHubSpot,visualcontentismorethan40timesmorelikelytogetsharedonsocialmediathanothertypesofcontent.Oneoftheprimaryobjectivesofourhealthsystemreformcampaignwastogetusersengagingwithourcontent–eitherthroughhashtaguse,watchingvideosorsharingourcontent.Knowingthis,wecreatedavarietyofvisualcontentthatevolvedthroughoutthecampaignbasedonperformanceandrelevancy.Duetothequicknatureofthisdebate,wewereabletooptimizecontent,creativeandbudgetlevelswithinhours.
� 36,000–numberoftimesthecampaignhashtag(#ForOurPatients)wasusedsincemid-March.� Over5million–Numberofviewsofanimatedcontent(videos,GIFs)� ~7million–Numberofengagementsandclicks(combined)ontheposts.
Garneringanoverallcampaignresultsrateofnearly3%,thiscampaignisagreatexampleofhowtousesocialmediaeffectivelyforadvocacy.
Constituentswereengaged,costperresultwaslowandexposuretotheorganizationwashigh.
� AcrossTwitterandFacebook,thecampaignsawmorethan5millionengagementsonposts.
� Campaignearnedanaveragecostperresultof$0.11,whichissignificantlylowerthantraditionaladvertisingplatformsthataverageanywherefrom$2.00-$20.00perresult.
8/1/17
7
Questions?
SocialMediaAudiencesKellyRaskauskas|ConnecticutStateMedicalSociety
ReinforcePhysicianMessaging
� Reminders:membership,deadlines,events
� Memberpublications:asecond(orthird)biteoftheapple
� Advocacy:keybills,policy/regulatoryissues
8/1/17
8
NotJustPhysicians
� Journalists� Otherhealthprofessions
� Legislators� Patientadvocates� Generalpublic
BuildRelationships
� Members/hospitals/groups� Journalists/media� State&federalagencies� State/localhealthnonprofits,FQHCs� Electedofficials� Affinitypartners
Shareandtag
8/1/17
9
ShowSomeLove
StateAgencies,Non-profits
ElectedOfficials
8/1/17
10
AffinityPartners
EveryoneIsaPatient
HaveFun**Foragivenvalueoffun
� Graphics� Holidays� Health
8/1/17
11
AlwaysSayThankYou
Questions?
8/1/17
12
SocialMediaatConferencesAllisonLundberg|AmericanAcademyofHospiceandPalliativeMedicine
5FunandEasyConferenceSocialStrategyTips
1. UtilizeSocialtoTakeAudienceQuestions
2. MakeYourFollowersFeelVIP
3. ShowcasetheSocialActivity
4. IncentivizeYourAudience
5. Pre-SchedulePosts
UtilizeSocialtoTakeAudienceQuestions
8/1/17
13
TakeAudienceQuestions
Letthembeheard
TakeAudienceQuestions
Letthembeheard
OurTwitterProsonasidestagemonitoring#hpmqquestionstoaskourplenaryspeaker
TakeAudienceQuestions
Letthembeheard
8/1/17
14
MakeYourFollowersFeelVIP!
MakeyourFollowersFeelVIP
Reservethemaseat!
MakeyourFollowersFeelVIP
Givethemasticker!
8/1/17
15
MakeyourFollowersFeelVIP
Givethemasticker!
ShowcasetheSocialActivity
ShowcasetheSocialActivity
Wall
Useasocialmediawallprovidersuchas:- Strea.ma- TweetMonsters- Tweetwall
Getitsponsored!
8/1/17
16
ShowcasetheSocialActivity
Wall
ShowcasetheSocialActivity
Wall
IncentivizeYourAudience
8/1/17
17
IncentivizeYourAudience
Givethemmotivation!
AttendeeswhodownloadedourmobileapporfollowusonTwitterwerealertedtoPopUpSurprisesforfreegiveawaysandtreats!
IncentivizeYourAudience
Givethemmotivation!
Pre-SchedulePosts
8/1/17
18
Pre-SchedulePosts
SaveYourTimeOnsite
ByusingHootsuite,wewereabletopre-scheduleover83tweetsthroughouttheconference.Thisallowedonsitestafftoletsocialmediatakecareofitselfandattendtoothermatters.
Questions?