John Jones Surgical Society

Setting up Your Social Media Dashboard

(& Action Plan)5/4/12

Bradley W. JoblingSocial Media Manager

www.linkedin.com/in/bradleyjobling@bradjobling

Social Media Dashboard

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What’s your strategy?

It’s Not Data Overload

What Definition Surgical Associates, Inc.

Mission Why does the organization exist

Provide complete medical-surgical care in one convenient location.

Objective Specific revenue or program intent

To provide a platform for news about the practice which can lead to better customer service and ultimately more referrals.

Secondary Metrics Numbers

Web Site Views, Traffic Referrals, Top Content, Shares, Mentions Subscribers, # of Downloaded Forms, # of Downloaded Brochures,

KPI (Key Performance Indicators)

Most important metrics to understand how well you are achieving objective

# of New Patients Referred by Internet, Increased Customer Satisfaction Rating

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FacebookPerson (Demographics)• Likes/Unlikes• Friends of Fans• Reach (V,O,P)

– Impressions• Engagement

– Talks– Consumption

• Negative Feedback

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Story • Impressions (V,O,P)• Talks

Not a Story• Consumption

VOP = Viral, Organic & Paid

Twitter

Basic• Following• Followers• Retweets• Mentions

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Klout (0-100)• True Reach• Amplification• Network

Klout (Attributes)• Topics• Influencers• Klout Style• Achievements

Other Analytics

• Web Site: Google Analytics• Email: Response Rates• Video: YouTube Analytics

– Viewing: Demographics, Playback Locations, Audience Retention

– Engagement: Subscribers, Like & Dislikes, Favorites, Comments, Sharing

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SurgeryAssoc.org Site Traffic

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5/1-5/31 6/1 - 6/30

7/1-7/31 8/1-8/31 9/1 - 9/30

10/1 - 10/31

11/1 - 11/30

12/1 - 12/30

1/1 - 1/31

2/1- 2/29 3/1-3/30

Visits

SurgeryAssoc Digital Subscribers

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12/1/11 1/1/12 2/1/12 3/1/12 4/1/12

Facebook & TwitterEmail

SurgeryAssoc Facebook Post Impressions

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3/17 -4/16

4/17 -5/16

5/17 - 6/14

6/15 - 7/17

7/18 - 8/17

8/18 - 9/17

9/18-10/18

10/19-11/18

11/19-12/19

12/20-1/19

1/20 - 2/18

2/19-3/20

Monthly News Feed Impres-sions

SurgeryAssoc Patient/Physician Referrals

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4/17 - 5/16

5/17 - 6/16

6/17 - 7/17

7/18 - 8/17

8/18 - 9/17

9/18-10/18

10/19-11/18

11/19-12/19

12/20-1/19

1/20 - 2/18

2/19-3/20

Action Plan1. Perform Competitive

Analysis & Listen2. Define Objectives,

KPIs3. Socialize Web Site

– Blog– Analytics– Sharing Options

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4. Create a Marketing Calendar

5. Start on First Platform– Email– Facebook– YouTube– Twitter

6. Measure

Questions?

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