Learn how creating meaningful conversations based on emotional and functional needs with your most prized customers and prospects can radically change how you do marketing.

1. Meaningful Social Media
Jeff James
Mythology

2. Agenda
• What is Social Media?
• The Sites, Apps and Tools
• Planning for SM Success
• Publishing Sticky, Shareable Content
• Managing and Measuring your SM Presence
• Earning (and Keeping) Likes, Friends and Followers

4. SOCIAL MEDIA

5. What is Social Media?

6. Top Social Media Sites

7. Social Media
Advantages Disadvantages
• Vehicle to communicate with clients, • Can be intimidating and overwhelming if not
investigate online reputation, and survey target properly used
markets easier • Requires personal engagement with clients
• Provides unprecedented access to clients and and more prompt / direct responses than
prospects traditional methods
• Easier to segment markets by using groups • Time intensive
within the social media platforms, and learn • Easier to misunderstand tone or requests of
about their buying habits, behaviors, and other clients than traditional communication
pertinent information methods
• Allows companies to closely monitor • Seemingly faddish to some segments
customer complaints, and address concerns • More prone to magnify mistakes or human
quickly with less cost errors
• Few standard measures for ROI

8. Not All Participants are the Same

9. Emerging Developments
• Quick Response • Location-Based

10. SITES, APPS AND TOOLS

11. Social Communities

12. Types of Sites
• Community – Social Broad
– e.g., Facebook, Google+
• Community – Social Niche
– e.g., NING-based communities
• Community – Professional
• Content Sharing and Curating Social Utility/Function
– e.g., YouTube, Vimeo,
Instagram, Flickr, Pinterest,
SlideShare
– e.g. Tumblr
• Location-Based
– e.g., Foursquare
• Rating/Recommending
– e.g., Yelp, HealthGrades

13. Facebook
Facebook is a
social networking service
and website launched in
February 2004, operated
and privately owned by
Facebook Inc.[1]
As of February 2012,
Facebook had more than
845 million active users.

14. Facebook Concepts and Tips
• Terminology • Tips
– Page – “Use as” your page vs. your
personal Facebook profile
– “Like”
– Set up Showcase pages
– Timeline • Landing page (ie, facebook.com/
MyPTPractice)
– Showcase Pages
– Respond to comments!
– Facebook Insights
– Like and respond to posts by
influencers, likers
– Don’t over-post on Facebook
• About 2-3 per day
– Post photos and videos often

15. Showcase Pages

16. Facebook Timeline

17. Facebook Insights

18. Google+
Google+ (pronounced and
sometimes written as Google
Plus, sometimes abbreviated as
G+) is a social networking and
identity service,[2][3] operated by
Google Inc.

19. Brand Sites on Google

20. Google+ Cool Stuff

21. Why to Create a Google+ Page…

22. Twitter
Twitter is a real-time information network
that connects you to the latest stories,
ideas, opinions and news about what you
find interesting. Simply find the accounts
you find most compelling and follow the
conversations.
At the heart of Twitter are small bursts of
information called Tweets. Each Tweet is
140 characters long, but don’t let the small
size fool you—you can discover a lot in a
little space. You can see photos, videos and
conversations directly in Tweets to get the
whole story at a glance, and all in one
place.
Great for:
•Steady engagement with influencers
•Peer and professional networking
•Driving traffic to a blog or video

23. Twitter Concepts and Tips
• Terminology • Tips
– Followers – Ask patients, partners,
vendors, etc. to follow you
– Hashtags #
– Follow them back
– Retweets – Follow industry and
– Trending topics professional groups,
influencers
– Tweet frequently, consistently
– Promote blog posts with a
tweet
– Retweet tweets from your
patients, partners, vendors

24. LinkedIn
LinkedIn is the world’s
largest professional
network with over 120
million members and
growing rapidly. LinkedIn
connects you to your
trusted contacts and helps
you exchange knowledge,
ideas, and opportunities
with a broader network of
professionals.
Excellent for:
•Professional networking
•Reaching business &
professional patients
•Targeted, regional online
advertising

25. YouTube
YouTube allows billions of people to
discover, watch and share originally-
created videos. YouTube provides a
forum for people to connect, inform,
and inspire others across the globe
and acts as a distribution platform for
original content creators and
advertisers large and small.
Excellent for:
•Adding personality to your brand
•Building buzz and word-of-mouth
•Educating and sharing thought
leadership content
•Sharing personal, emotional stories

26. YouTube Metrics

27. Pinterest
Pinterest lets you organize and share
all the beautiful things you find on
the web. People use pinboards to
plan their weddings, decorate their
homes, and organize their favorite
recipes.
Best of all, you can browse pinboards
created by other people. Browsing
pinboards is a fun way to discover
new things and get inspiration from
people who share your interests.
Brand accounts are the same as a
regular user's account and have all
the same features.

29. Yelp & Ratings Sites

30. Managing Your Reputation
• Do • Don’t
– Provide and maintain updated – Respond too personally or
information about your emotionally
organization – Get sucked into a never-
– Be proactive ending back and forth
– Be pleasant – Ignore negative ratings or
– Be accurate and positive in comments
setting record straight
– Invite poster to contact you to
clear up the issue
– Encourage positive reviews
from happy patients

31. NING – Niche Communities
Ning is the world’s largest platform for
creating social websites. Top
organizers, marketers, influencers, and
activists use Ning to create an online
destination that weaves social
conversations in content and inspire
action. Ning makes it easy for brands of
all shapes and sizes to build custom
and powerful social websites.
Use when your community is
•well-defined
•fairly large
•passionate
•seek to connect to one another
•want to contribute content

32. PLANNING FOR SUCCESS

33. Planning for Success
• ROI – What are Your Goals?
• Patient and Constituent Segments
• Value Proposition
• Rings of Influence
• Social Media Roles
• Content Types
• Content Calendar

34. Marketing Accountability

35. Goals and Objectives
Objective Measurements of Success
Awareness
Interest/Preference
Action/Inquiry
Conversion
Loyalty
Advocacy
Other (Data Capture/ Profiling)

36. Content Needs an Audience to
Generate Return on Investment
In today’s crowded media and
content-saturated world, it’s not
enough to simply update your blog
or website.
You have to give your content legs
to connect with social media and
mobile networks of influence.

37. Tip: Use “hashtags” to join in
What are the business or start conversations, on
goals? 7 Twitter such as #buzznuggets
6
Interact and listen Pull out interesting
Who’s planning, to audience for
managing, measuring? tidbits for posting on
new content social media sites using
What’s the target ideas. Ask them a simple tool like
audience? to contribute HootSuite or Tweetdeck
content
What value are you really
delivering to the
audience? Why should
they care to follow? 1 2 4 5 Use the blog
headlines to
Who’s building the
content calendar?
Plan and develop your e-
Distribute newsletter;
Create Your customers will
Who’s creating content? Publish via Social
Organization’s click back to your
What are the weekly/ via Blog Media and blog to read the
monthly story ideas?
(Sticky) Email full articles,
Who’s approving the
Content which will
content? 3 Optimize with your
improve your
search engine
Who’s responding/ priority search
Tip: “Sticky” = 1) unexpected, 2) rankings!
conversing with the delivers emotional, functional or engine keywords
entertainment value, 3) simple
audience?
The Social Media Planning and Execution
twitter.com/buildingbelief Map

38. Exercise
• Who are the influencers in your…
– Niche segments
Message
– Key Regions
Influencer Influencer Influencer
Market

39. Rings of Influence and Interest
 Participants of the content
 Friends/family/colleagues/admirers of General
Population
the participants
 Other relationship networks in which the
participants engage (teams, clubs, schools,
companies, church, etc.)
 People interested in the direct topic or
Content
theme of the content Interest
 People interested in the implications of Networks Personal
the content theme Networks
 Media/bloggers who cover the content
subject or its implications
 Uninterested viewers who become
interested because it’s trending popular or Steps
presented to them at the right time • Spark initial interest from personal networks
• Gain traction in interest networks
• Earn general public attention with SUCCESs

40. Rings of Influence and Interest
Implication
Interest
“Brag Communities
Network”
Friends/Famil
y
Topic/Theme
Admirers
Interest Communities
Content
Participants General
& Topics
Teams/Clubs/ Population
Groups/ Media/Blogs
Schools/Church Who Cover the Topic/Theme
/Alumni and/or its Implications
Networks Workplace
Simplicity
Unexpectedness
Concreteness
Credibility
Interest in the Individual Participants Interest in the Topic Emotion
Turbo-Charged by Popularity of Participant Turbo-Charged by SUCCESs Criteria Story-Based

41. Exercise
• What are your “rings of influence”?
– Business/professional
– Community
– Personal

42. Team Roles/Responsibilities
Role Responsibilities Owner
Primary
Site Manager Manage and optimize content publishing process
Manage content calendar and ensure delivery
Ensure search engine optimization and cross-promotion of
content
Publish metrics , recommend improvements
Community (NOTE: May be owned by Site Manager)
Host Respond to posts, Route questions/complaints
Content Provide content based on calendar assignments
Contributors
Customer Receive and act upon comments, complaints routed to them
Service by Site Manager

43. Team Roles/Responsibilities
Role Responsibilities Owner
Supporting
Compliance Provide proactive policies to guide content development
Manager Service-level agreement (SLA) for content review/approval
Priority review/approval process for response content
Brand Provide brand and “voice” guidelines
Management Periodic review to ensure brand alignment
Creative Team Provide branded logos, images, “skins”, infographics
Training Train team members on “listening”, content, responsive
management and other skills
Executives Support and champion social media policies, strategies
Ensure accountability and results reporting

44. Bringing it All Together
Content Development and Distribution Framework
Content Sources Content Types Review and Content Channels Publishing and
Approval Optimization
Formats: • Search Engine
•Print Collateral Optimization
•Web Content (Keywords)
•Video Review
•Presentations • Publishing Across
•Social Media Posts Channels
• Response and
Topics: Conversation
Management
• Issue Escalation

45. STICKY CONTENT

46. Brand Connections
Trust,
Emotional
Need
Alignment,
Relevance

47. What Makes an Idea Stick?
SUCCESs
• Simplicity
– Finding the core of the idea
• Unexpectedness
– Combining surprise and interest
• Concreteness
– Bringing it alive with the five senses (memory Velcro)
• Credibility
– Tapping the power of authority – or anti-authority – to build belief
• Emotional
– Priming people to care
• Stories
– Generating involvement that leads to action
Made to Stick, Heath and Heath © 2007 Random House

48. Making Meaning: How Successful Companies
Deliver Meaningful Experiences
Accomplishment Enlightenment Redemption
Beauty Freedom Security
Creation Harmony Truth
Community Justice Validation
Duty Oneness Wonder

49. How Sticky?

51. Some Tips
• Pick emotional platforms and cause themes that are logically and
credibly related to you and what you do
• If choosing a cause to embrace, make sure there is a clear
benevolent intent – don’t be too directly self-serving!
– Make sure it benefits people regardless of whether they buy your
product or service
• Tell lots and lots of real-world stories of people who have been
touched by your brand and/or cause
• Be careful of political landmines (see Susan G. Komen); just make
sure that the emotions, values and causes you infuse into your
brand and align with really do map to what your organization stands
for!

52. MANAGING AND MEASURING
SOCIAL MEDIA

53. Management and Measurement Tools
• Hootsuite, Tweetdeck
• Content Calendar
• Facebook Analytics
• Google Analytics
• Klout
• Other
– Hashtracking.com
– Tweetreach.com
– Argyle Social

54. Hootsuite
Save your time and your sanity. Monitor and post to Create custom reports from over 30 individual
multiple social networks, including Facebook and report modules to share with clients and colleagues.
Twitter using the HootSuite dashboard. Track brand sentiment, follower growth, plus
incorporate Facebook Insights and Google analytics
all without leaving the dashboard

55. Content Calendar

56. Facebook Insights

57. Klout
Our friendships and
professional connections
have moved online, making
influence measurable for the
first time in history. When
you recommend, share, and
create content you impact
others. Your
Klout Score measures that influen
.

58. EARNING LIKES, FRIENDS,
FOLLOWERS, RETWEETS, ETC.

59. The Cheap Way…

60. Effective Ways…
• Be personal, informal, friendly
• Engage the emotions
• Create and/or align with a community cause
• Showcase individuals on your staff with personal tidbits
• Patient stories (approved by them, of course)
• Use images and video
• Ask questions, launch surveys
• Launch simple contests
• Share special offers

61. Walmart Mom’s
• Founded by Sam Walton, Walmart is based of
serving the underserved

62. Summary
• Plan!
– Roles, owners, responsibilities
– Content plan and calendar
• Start simple
– Choose a platform, then move to others
• Build your rings of influence
– Connect blog, web site, social media
• Be engaging
– Emotional, personal, friendly – meaningful!
– Stories, not just facts or announcements
– Showcase individuals; put faces on your practice
• Manage and measure
– Set up Hootsuite or Tweetdeck
– Set up goals and check in on them at least monthly

63. Time to Build Belief…
jeffj@mythologymarketing.com
mythologymarketing.com