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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)

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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/

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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?

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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?

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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.

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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.

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Questions?

SocialMediaAudiencesKellyRaskauskas|ConnecticutStateMedicalSociety

ReinforcePhysicianMessaging

� Reminders:membership,deadlines,events

� Memberpublications:asecond(orthird)biteoftheapple

� Advocacy:keybills,policy/regulatoryissues

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NotJustPhysicians

� Journalists� Otherhealthprofessions

� Legislators� Patientadvocates� Generalpublic

BuildRelationships

� Members/hospitals/groups� Journalists/media� State&federalagencies� State/localhealthnonprofits,FQHCs� Electedofficials� Affinitypartners

Shareandtag

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ShowSomeLove

StateAgencies,Non-profits

ElectedOfficials

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AffinityPartners

EveryoneIsaPatient

HaveFun**Foragivenvalueoffun

� Graphics� Holidays� Health

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AlwaysSayThankYou

Questions?

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SocialMediaatConferencesAllisonLundberg|AmericanAcademyofHospiceandPalliativeMedicine

5FunandEasyConferenceSocialStrategyTips

1.   UtilizeSocialtoTakeAudienceQuestions

2.  MakeYourFollowersFeelVIP

3.   ShowcasetheSocialActivity

4.   IncentivizeYourAudience

5.   Pre-SchedulePosts

UtilizeSocialtoTakeAudienceQuestions

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TakeAudienceQuestions

Letthembeheard

TakeAudienceQuestions

Letthembeheard

OurTwitterProsonasidestagemonitoring#hpmqquestionstoaskourplenaryspeaker

TakeAudienceQuestions

Letthembeheard

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MakeYourFollowersFeelVIP!

MakeyourFollowersFeelVIP

Reservethemaseat!

MakeyourFollowersFeelVIP

Givethemasticker!

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MakeyourFollowersFeelVIP

Givethemasticker!

ShowcasetheSocialActivity

ShowcasetheSocialActivity

Wall

Useasocialmediawallprovidersuchas:-  Strea.ma-  TweetMonsters-  Tweetwall

Getitsponsored!

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ShowcasetheSocialActivity

Wall

ShowcasetheSocialActivity

Wall

IncentivizeYourAudience

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IncentivizeYourAudience

Givethemmotivation!

AttendeeswhodownloadedourmobileapporfollowusonTwitterwerealertedtoPopUpSurprisesforfreegiveawaysandtreats!

IncentivizeYourAudience

Givethemmotivation!

Pre-SchedulePosts

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Pre-SchedulePosts

SaveYourTimeOnsite

ByusingHootsuite,wewereabletopre-scheduleover83tweetsthroughouttheconference.Thisallowedonsitestafftoletsocialmediatakecareofitselfandattendtoothermatters.

Questions?