ativa medical social media presentation

Social Media Ativa Medical

By Rhen Hoehn

11 March, 2015

Copyright Rhen Hoehn 2015

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The Plan

• Ativa’s Goals

• The Purpose of Social Media

• Which Social Media to Use

• How To Use

• Strategy

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Ativa’s Goals

• Use social media to communicate with potential investors• Very limited budget and spare time

• Limited resources to contribute to graphic design

• Limited availability of images/video due to patent protection

Copyright Rhen Hoehn 2015 3

Which Social Media To Use?

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The Purpose of Social Media• Communicating your message (prior to

having a product)

• Sharing your writing and ideas

• Letting others know you are an expert

• Letting others know you can solve their problems

• Connecting with others

• We do business with people we know, like, and trust


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Where does your audience spend its time?

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Which Formats do not make sense for Ativa?

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Pay to Play Limited MarketImage-Based Image-Based

Which platform makes the most sense?

• Access to influencers and important people

• Allows you to join the conversation in your community

• Allows you to spread your message

• Easy to use and update quickly8


…Coupled With A Blog

• Interesting articles to entice people to your site

• Regular fresh content to keep people coming back to your site

• Establishes expertise

• Builds interest/excitement about your work

• Lets visitors see the people behind the product

• Search Engines9


The Atmosphere on Twitter

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The World’s Largest Cocktail Party

• Join conversations

• Find the people you want to connect with and talk to them 11


Personal vs Brand Accounts

• Personal accounts get many times the interaction that brand accounts do.

• People want to interact with other people.

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The Basics of Twitter Use and Etiquette

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Posts - Content

• Interesting information

• Blog Posts

• Relevant Science News/Journal Articles

• Questions

• Quotes

• Pictures/Infographics

• Retweets

• Take stances on relevant topics/provoke discussion

• Examples of Company Culture14


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Posts – What to avoid• Do not train people to ignore your tweets!

• Do not be a troll

• Do not tell others they are wrong

• Grammar police

• Refrain from talk about sports teams and politics

• Boring for 95% of your readers

• Be amusing, but don’t be offensive

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Posts - Frequency

• Multiple times per day (on Twitter specifically)

• Ok to repeat posts

• Spread posts out

• Use retweets sparingly

• Making a plan for the week

• Scheduling posts

• Tools like Hootesuite and Buffer

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Hashtags•Follow relevant topics

•Trends, “Tweet parties” & Events like Conferences

•Jokes

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Follow Topics

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Trends, Tweet Parties, and Events

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Hashtag Jokes

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Interactions• Direct Messages

• Favorites

• @Replies

• @Name versus .@Name

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Only see tweet if you follow both people

All followers see tweet

Strategy

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Define a Core Message

“We make room-sized machines into shoe box-sized machines, and they are the only ones in

the world that can run all 25 main blood tests.”

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Determine which audience you are speaking to

They don’t need to know the technical details, just the resulting benefit

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Tell Stories

Explain the benefit behind the benefit

Selling a Drill…

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Follow and Communicate With Your Market

Establish Yourself as an Expert

Cultivate Connections

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Questions?

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ativa medical social media presentation

Social Media

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limited budget