why social/digital - clemson minimba fall 2013

MINI MBA

#CUminiMBA

CLEMSON AT THE FALLS | 11-1-13BOBBY RETTEW

Thursday, November 7, 13

WHY USE SOCIAL MEDIA?

57% of people indicated a social media connection with a hospital has a strong impact on their decision

to seek treatment.

Consumers’ Use, Preference and Expectations of Hospital Social Media - YouGov Research, July 2011

Consumers’ Use, Preference and Expectations of Hospital Social Media - YouGov Research, July 2011

81% of consumers believe that if a hospital has a strong social media presence, they are likely to be

more cutting edge, creating a halo effect.

BARRIERS TO SUCCESS

1995-2004Slower Adoption Cycles

APRIL 1995America Online

1.1.

1995

6.30

.201

3

President William J. Clinton9.11.2011

AUGUST 1995Windows 95

JUNE 1998Windows 98

OCTOBER 2001Windows XP

11.30.2006Windows Vista

JULY 2009Windows 7

OCTOBER 2012Windows 8

President George W. Bush President Barak H. Obama

2000Digital Broadband Available

JANUARY 2004Facebook

JULY 2005YouTube

JULY 2006Twitter

DECEMBER 2010Facebook–

400 Million Users

OCTOBER 2012Facebook–

1 Billion Monthly Users

2004-2013Rapid Adoption Cycles

(fueled by ubiquitous digital access)

MAY 2007iPhone

JUNE 2009iPhone 3GS

JULY 2008iPhone 3G

JUNE 2010iPhone 4

SEPTEMBER 2012iPhone 5

OCTOBER 2011iPhone 4S

MARCH 2010iPad MARCH 2011

iPad2MARCH 2012

iPad3NOVEMBER 2012iPad4/iPad mini

FORMULA FOR SUCCESS• Understand the audience on different channels

• Focus on the content

• Follow the rule of 70 listen/20 share/10 self-promote

• Manage in teams for cross collaboration

• Include stakeholders often

•Measure analytics to validate time, energy and effort

1 UNDERSTAND YOUR AUDIENCE

source: http://argylesocial.com/landing/social-timing-insights-infographic

2 FOCUS ON THE CONTENT

CONTENT GOALS?• Inform

• Educate

• Comments

• Sign-ups

• Thought leadership

• Appointment

• Physician Alignment

• Reviews

WHO SHOULD CREATE CONTENT?

SUCCESS?• Prior experience

•Don’t make it always about text

•Ongoing support

• Report back

•Make them a big deal

•Manager support

•Make it part of a larger plan

•Make it exclusive

• Tie content to the larger marketing plan

• Be flexible/decide when good enough is good enough

3 FOLLOW THE RULE OF 70/20/10

• 42 Minutes to listen and research

• 12 Minutes to share what you find

• 6 Minutes to promote relevant knowledge you have

•Market intelligence

• Identification of best practices and trends

•New connections

• Answers to questions

• A custom news feed

THE 70: THE FIRST 42

THE 20: THE SECOND 12• A retweet or modified tweet

• Sharing on Facebook

• Commenting on a blog

• A repin on Pinterest

• Posting to groups on both Facebook and LinkedIn

• Commenting on Facebook and LinkedIn updates/questions

THE 10: THE FINAL 6

People do business with those they trust. Build trust first.

4 MANAGE IN TEAMS FOR CROSS COLLABORATION

WHO IS ON THE TEAM?•HR

• Recruitment

• Risk

•Marketing

• Administration

• IT

• Facilities

• Leadership/Executive

COLLABORATE ACROSS ORGANIZATION

5MEASURE ANALYTICS TO VALIDATE TIME, ENERGY AND EFFORT

IDENTIFY WHAT TO MEASURE

VOLUME•Number of visitors

• Time on site

•Number of fans

•Number of followers

• Page views

• Impressions

ENGAGEMENT• Retweets

• Repins

• Comments

• Likes on posts

• Form completion

• Seminar registration

• Review submission

via @chrisboyer