tools and tactics for engaging your supporters with social media

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Tools and Tactics for Engaging Your Supporters with Social Media Photo: http://www.flickr.com/photos/ebarney/334896 Nedra Kline Weinreich

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Nedra Kline Weinreich Weinreich Communications Presentation California Assn of Hospitals and Health Systems Healthcare Volunteer Leadership Conference February 23, 2011 www.social-marketing.com

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Page 1: Tools and Tactics for Engaging Your Supporters with Social Media

Tools and Tactics for Engaging Your Supporters with Social

Media

Photo: http://www.flickr.com/photos/ebarney/3348965007

Nedra Kline Weinreich

Page 2: Tools and Tactics for Engaging Your Supporters with Social Media

Think Movement, Not Campaign

Page 3: Tools and Tactics for Engaging Your Supporters with Social Media

Community

Photo: http://www.flickr.com/photos/mallix/2586969604/

Page 4: Tools and Tactics for Engaging Your Supporters with Social Media

Social media is word of mouth on steroids!

Photo: http://flickr.com/photos/whyswomen/143360770/

Page 5: Tools and Tactics for Engaging Your Supporters with Social Media

What can you do with social media?

CommunicateConverseConnect Collaborate/Co-

CreateConsumer Research

Collect/CategorizeCollective WisdomCustomizeCustomer ServiceCommunity

Page 6: Tools and Tactics for Engaging Your Supporters with Social Media

How Can Social Media Help You Do Your Job Better?

Communicate with your staff/volunteersRecruit new volunteersReach out to your communityHelp patients and their familiesFundraisingCollaborate as a teamStay on top of news and events related to

your workNetwork with other hospitals

Page 7: Tools and Tactics for Engaging Your Supporters with Social Media

Hospitals Are AdoptingSocial Media

As of January 23, 2011:

906 Health Systems/Hospitals/Centers:

•448 YouTube channels•719 Facebook pages•674 Twitter accounts•106 Blogs•439 LinkedIn accounts•693 Four Square accounts

Source: Ed Bennett

http://ebennett.org

Page 8: Tools and Tactics for Engaging Your Supporters with Social Media

Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/

Page 9: Tools and Tactics for Engaging Your Supporters with Social Media

Step-by-Step Strategy

1. Goals/objectives

2. Target audience

3. Capacity

4. Tools and Tactics

5. Measure and Evaluate

Photo: http://www.flickr.com/photos/pensiero/230717296/

Page 10: Tools and Tactics for Engaging Your Supporters with Social Media

What are Your Goals?

http://www.flickr.com/photos/kevinsteele/267451343/

Page 11: Tools and Tactics for Engaging Your Supporters with Social Media

Social Media OutcomesSocial Media OutcomesListening and learningBuilding relationshipsBuilding awareness of

your hospitalImproving reputation of

hospitalMotivating supporters to

spread the wordIncreasing relevant

visitor traffic/page rankings

Increasing numbers of volunteers/patients

Increasing volunteer/patient satisfactionPhoto: http://www.flickr.com/photos/theparadigmshifter/85540112/

Page 12: Tools and Tactics for Engaging Your Supporters with Social Media

Magic T of MarketingMagic T of Marketing(Steve Rubel)(Steve Rubel)

Mainstream media = REACHSocial media = DEPTH/ENGAGEMENT

Page 13: Tools and Tactics for Engaging Your Supporters with Social Media

.75".75"

.75".75"Who Do You Want to Reach?

http://www.flickr.com/photos/hamoid/317021961/

Page 14: Tools and Tactics for Engaging Your Supporters with Social Media

Slide Credit: wearemedia.org

Page 15: Tools and Tactics for Engaging Your Supporters with Social Media

Which Tools and Tactics Will Help You Reach Your Goals?

Page 16: Tools and Tactics for Engaging Your Supporters with Social Media

Tools for Tactics• Listen

– Google Alerts, RSS readers, Twitter Search

• Converse– Blog comments,

Twitter, Facebook page

• Tell Your Story– Blogs, Twitter,

video/photo sharing, podcasts

• Help Supporters Tell Your Story– User generated

content, contests, social network apps, widgets

• Generate Buzz– Social news (eg

Digg), StumbleUpon, Twitter, FriendFeed

• Build Community– Social networks,

Twitter, tagging, gaming/virtual worlds

• Collaborate/Collect Information– Wikis, social

bookmarking, tagging

Page 17: Tools and Tactics for Engaging Your Supporters with Social Media

Metrics for Social Media

• Web activity (pageviews, unique visitors, time on site)

• Social actions (friends/followers, comments, active contributors, ratings, votes, groups)

• Mentions (blogs, Twitter, etc.)• Survey results (KAB, relevance,

credibility)• ROI = cost per action

Page 18: Tools and Tactics for Engaging Your Supporters with Social Media

Social Media Tools

Photo: http://www.flickr.com/photos/somemixedstuff/839984821/

Page 19: Tools and Tactics for Engaging Your Supporters with Social Media

Choosing Your Tools

Blog Peers, people interested in your hospital

Learn more about the topic, get your perspective

In-depth analysis, updates, insights

Twitter People who want info/networking/stimulation

Meet interesting people, build relationships, news

Provide value, give interesting things they can share

Facebook

People who want to be social with friends and family

Keep in touch, express brand/cause affiliations

Show their family/friends what they care about

LinkedIn Professionals - colleagues in same field

Professional networking, info sharing

Help them do their jobs better, answer Qs

YouTube People who want to see/experience the topic

Entertainment, learning, visualization

Stories of patients, staff, programs

Tool Audience Why They Use It What to Give Them

Page 20: Tools and Tactics for Engaging Your Supporters with Social Media

Blogs

Page 21: Tools and Tactics for Engaging Your Supporters with Social Media

Issues to ConsiderPurpose

Audience

Voice - who will be blogging, writing style, team?

Resources - time, enthusiasm

Blog Management - comments, guidelines, calendar

Images - sources, copyright

Tracking - metrics, tools

Page 22: Tools and Tactics for Engaging Your Supporters with Social Media

Blog Post TypesEducationalCall to ActionTipsNewsCommentaryHow-toResourcesLists

InterviewPersonal storyAsk a question,

gather responsesPhoto/video blogOngoing featureGuest bloggerEvent

planning/recap

Page 23: Tools and Tactics for Engaging Your Supporters with Social Media

Generating a Blog Community

• Get off your blog• Link• Comment• Blog Roll• Participate

Photo: http://www.flickr.com/photos/aakashtaniya/3228072526/

Page 24: Tools and Tactics for Engaging Your Supporters with Social Media
Page 25: Tools and Tactics for Engaging Your Supporters with Social Media

Anatomy of a Tweet

Retweet Twitter Name Mention/Reply

Shortened URLHashtag

Account

Click to Reply/Retweet/Favorite

Timestamp/Permalink

Page 26: Tools and Tactics for Engaging Your Supporters with Social Media
Page 27: Tools and Tactics for Engaging Your Supporters with Social Media

Building Your Twitter Community

Use your profile to shine Provide value to your followersFollow people in your community

◦Partners/supporters/patients◦Use Twitter lists, WeFollow, local Twitter Search (search.twitter.com – advanced search)

Reach out to followersRetweet useful information from others

Page 28: Tools and Tactics for Engaging Your Supporters with Social Media
Page 29: Tools and Tactics for Engaging Your Supporters with Social Media

Facebook PagesOffer interesting, shareable information Let people stay on Facebook – post

photos, videos, etc. on pageActively manage your community by

encouraging comments, interactionGive people a reason to “like” your

pageWhen you have 25 “likes,” grab your

alias URL (i.e., facebook.com/GeneralHospital)

Let your email contacts know about your Facebook page (“Tell Your Fans”)

Page 30: Tools and Tactics for Engaging Your Supporters with Social Media
Page 31: Tools and Tactics for Engaging Your Supporters with Social Media

LinkedInCreate a company page to provide information about your hospital

Create a group for supporters and employees to network

Answer questions relevant to your hospital’s priorities

Focus on professional networking, identifying funding/sponsorship contact, new employee hiring

Page 32: Tools and Tactics for Engaging Your Supporters with Social Media
Page 33: Tools and Tactics for Engaging Your Supporters with Social Media

YouTube / Online VideoSet up your own channel on YouTube

Create short (1-2 minute) storiesGood audio is criticalCompelling content – emotional, interesting, funny, surprising

Viral is an outcome, not an attribute

Page 34: Tools and Tactics for Engaging Your Supporters with Social Media
Page 35: Tools and Tactics for Engaging Your Supporters with Social Media

Location Based Networks – Foursquare, Facebook Places

Claim your venueAdd helpful tips – e.g., parking,

cafeteria, gift shop, visiting hoursMonitor and respond to user

commentsConsider ways to leverage

badges (e.g., for blood donations)

Page 36: Tools and Tactics for Engaging Your Supporters with Social Media

Social Media

Best Practices

http://www.flickr.com/photos/waderockett/171688464/

Page 37: Tools and Tactics for Engaging Your Supporters with Social Media

Listen

Photo: http://flickr.com/photos/yogi/1394932433/

Page 38: Tools and Tactics for Engaging Your Supporters with Social Media

Information Gathering via Social

Media Monitoring

http://www.flickr.com/photos/bionicteaching/3629084631/

•RSS Feed Reader

•Google Alerts

•Blog monitoring

•Twitter Search

Page 39: Tools and Tactics for Engaging Your Supporters with Social Media

What are People Saying About You?

Page 40: Tools and Tactics for Engaging Your Supporters with Social Media

Be Authentic

Photo: http://www.flickr.com/photos/feastoffools/3584066855

Page 41: Tools and Tactics for Engaging Your Supporters with Social Media

Share

Photo: http://www.flickr.com/photos/angela7/534883941/

Page 42: Tools and Tactics for Engaging Your Supporters with Social Media

Social Currency

Photo used with permission: http://www.flickr.com/photos/gremlins666/2634168886

Page 43: Tools and Tactics for Engaging Your Supporters with Social Media

“…It’s only our own reactions that we have any kind of control over... I cannot stop other people from doing what they want to do. There is no control of others. I wonder how many people realize that.”

-Geoff Livingston

Photo: http://www.flickr.com/photos/flyzipper/132685095/

Page 44: Tools and Tactics for Engaging Your Supporters with Social Media

Be Relevant

Photo: http://www.flickr.com/photos/brewedfreshdaily89/2824125234/

Page 45: Tools and Tactics for Engaging Your Supporters with Social Media

Engage in Two-Way Conversation

Photo: http://www.flickr.com/photos/gw1/2666052624/

Page 46: Tools and Tactics for Engaging Your Supporters with Social Media

Be an Enabler

• Conversations

• Sharing links/info

• Passionate communities

• Social support

Photo: http://www.flickr.com/photos/sophistechate/2994734948/

Page 47: Tools and Tactics for Engaging Your Supporters with Social Media

Find Your Fans

Photo: http://www.flickr.com/photos/lafleur/1350302133/

Page 48: Tools and Tactics for Engaging Your Supporters with Social Media

http://www.flickr.com/photos/charliecowins/2083851923/

Create Evangelists

Page 49: Tools and Tactics for Engaging Your Supporters with Social Media

Social Media Wiki PageSocial Media Wiki Page

http://nedra.wikispaces.com/cahhs11http://nedra.wikispaces.com/cahhs11

Page 50: Tools and Tactics for Engaging Your Supporters with Social Media

Questions?Questions?

Photo: http://www.flickr.com/photos/oberazzi/318947873/

Page 51: Tools and Tactics for Engaging Your Supporters with Social Media

Get in touch!

Nedra Kline Weinreich

Weinreich Communications

www.Social-Marketing.com

[email protected]

Phone 310.286.2721

Twitter @Nedra