Marketing changes faster than consumers and businesses have the ability to adapt to emergent technologies. Marketing fundamentally builds a common language around offered products and services. You will apply new communication methods so you will be better skilled to effectively communicate your message. This session teaches you how to use and apply advanced marketing concepts in social spaces. Bobby Rettew is a multiple Emmy award-winning multimedia producer with a background in corporate marketing communications, public relations, social media, new media, television news, and visual storytelling. His journalist experience in broadcast has transformed his approach as a digital storyteller where he has helped organizations identify compelling, effective messages. Bobby is also an Adjunct Instructor at Clemson University where he teaches for the MBA and MBAe Programs. Bobby holds both a BS in Mathematics and an MA in Professional Communications from Clemson University. http://thinkclemson.com/events/mini_mba_program/

1. #CUminiMBA
MINI MBA
CLEMSON AT THE FALLS | 11-1-13
BOBBY RETTEW
Thursday, November 7, 13

3. WHY USE SOCIAL MEDIA?

4. 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

5. 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.
Consumers’ Use, Preference and Expectations of Hospital Social Media - YouGov Research, July 2011

6. BARRIERS TO SUCCESS

8. MAY 2007
JUNE 2009
iPhone
OCTOBER 2011
iPhone 3GS
JULY 2008
iPhone 3G
iPhone 4S
JUNE 2010
SEPTEMBER 2012
iPhone 4
iPhone 5
MARCH 2010
iPad
MARCH 2011
iPad2
MARCH 2012
iPad3
NOVEMBER 2012
1.1.1995
6.30.2013
iPad4/iPad mini
AUGUST 1995
Windows 95
JUNE 1998
OCTOBER 2001
Windows 98
Windows XP
9.11.2011
President William J. Clinton
APRIL 1995
America Online
11.30.2006
2000
Digital Broadband
Available
1995-2004
Slower Adoption Cycles
Windows Vista
President George W. Bush
JANUARY 2004
Facebook
JULY 2005
YouTube
JULY 2009
Windows 7
OCTOBER 2012
Windows 8
President Barak H. Obama
JULY 2006
Twitter
DECEMBER 2010
Facebook–
400 Million Users
2004-2013
Rapid Adoption Cycles
(fueled by ubiquitous digital access)
OCTOBER 2012
Facebook–
1 Billion
Monthly Users

9. 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

10. 1
UNDERSTAND YOUR
AUDIENCE

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

19. 2
FOCUS ON THE
CONTENT

20. CONTENT GOALS?
• Inform
• Appointment
• Educate
• Physician Alignment
• Comments
• Reviews
• Sign-ups
• Thought
leadership

22. WHO SHOULD CREATE
CONTENT?

23. SUCCESS?
• Prior
experience
• Don’t
text
make it always about
• Ongoing
• Report
• Make
support
back
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

24. 3
FOLLOW THE RULE
OF 70/20/10

25. •
42 Minutes to listen and research
•
12 Minutes to share what you find
•
6 Minutes to promote relevant
knowledge you have

26. THE 70: THE FIRST 42
• Market
intelligence
• Identification
• New
connections
• Answers
•A
of best practices and trends
to questions
custom news feed

27. 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

28. THE 10: THE FINAL 6
People do business with those they trust.
Build trust first.

29. 4
MANAGE IN TEAMS
FOR CROSS
COLLABORATION

30. WHO IS ON THE TEAM?
• HR
• Facilities
• Recruitment
• Leadership/
• Risk
• Marketing
• Administration
• IT
Executive

31. COLLABORATE ACROSS
ORGANIZATION

32. 5
MEASURE ANALYTICS
TO VALIDATE TIME,
ENERGY AND EFFORT

33. IDENTIFY WHAT TO MEASURE

34. VOLUME
• Number
• Time
of visitors
on site
• Number
of fans
• Number
of followers
• Page
views
• Impressions

35. ENGAGEMENT
• Retweets
• Form
• Repins
• Seminar
• Comments
• Review
• Likes
on posts
completion
registration
submission

36. via @chrisboyer