3. Facebook
Caveat: Social Media Experts? We’re all in
this together
Stop the madness
Not about piling up followers
Not about spewing information
I don’t care how many hospitals are using
Facebook
I care that they are using it effectively
Klout? Just try to keep up!
5. The Obligatory Stats
NRC Research Study
23,000 participants in US
41% use social media for health info
94% said Facebook was platform of choice
YouTube was 2nd place with 32%
50% still prefer hospital website as a source
Pew Internet and American Life Project
39% of patients use social media sites (general
info – only 12% for health info)
1 in 4 people with chronic disease has used
Internet to seek out others with same condition
(Peer-to-peer help)
New pathways for patients to find and help
each other
http://www.pewinternet.org/Reports/2011/P2PH
ealthcare.aspx
10. Mayo has
cultivated an
environment that
encourages sharing
11. A Conceptual Construct: Hive
Marketing
Think of a Bee Hive and all the activity taking
place…
Bringing together individuals with a shared
interest (moms, for example, or cancer
patients)
Allowing them to share their passion
In the case of brand advocates, giving them a
forum to express their support
Become a true resource for them; this comes
first
Feed them information that confirms their
decision to support the brand
12. Your Audience is not
Homogenous
Social Media allow you to speak to niche
audience and be relevant to them
To most effectively engage segments of your
customer base, you must create vehicles
that speak to them specifically
“Social Media will prove to be the nail in the
coffin of the one-size-fits-all customer
experience model.” Robert Wollan& Nick
Smith, The Social Media Management
Handbook
Don’t forget about the importance of
LISTENING. Two-way medium.
13. Build Up Equity for a Rainy
Day
“Green Stamps” analogy
Market traditional services
Circumvent traditional media when
necessary
Take messaging directly to
audience, unfiltered
Allow for conversation and engagement
15. Segmenting Audiences
Signature Healthcare & Tufts Medical Center
Affiliation
Primarily Women’s Services: Maternal Fetal
Medicine, Neonatology, Genetic
Counseling, etc.
Signature: Diminished connection with the
community over several years
#1 goal is to rebuild the connection with
suburban moms
Leadership transition
No social media presence
16. Our Approach
Market “with” rather than market “to”
Engage and allow for conversation
Listen and respond – let people know you
are participating
Communicate shared values
Must feel authentic
Provide value via the relationship
How do you enrich her life?
Sense of community - belonging
19. Not a Story about a
Blog
A Story About the
Power of Facebook
20. Facebook Promotion
Posted contest announcement to Facebook
Wall:
Looking for 8 local moms to serve as
bloggers
$250 prize and a position as a mommy
blogger
4 to 6 week long promotion
Entries: write on our Facebook Wall and
tell us why you’d be a great mommy
blogger; or submit a video
Extended the contest to heighten interest
Selected 7 local moms and one employee
of Signature
28. Early Facebook Stats
Remember, we started with no social media
presence at all
204 Facebook fans in first 6 week (contest
period)
25,160 post views, 252 post comments
29. The Impact on Twitter
256 Twitter followers in first 6 week (contest
period)
375 updates
37. Results
543 Likes and Comments for the month
Monthly Active users rose from 808 to 1,161
(includes fans and non-fans who either viewed
or interacted with your page or a News Feed
Post)
127 new Fans or Likes
1,222 total Likes/Fans
25,959 post views – The number of times fans
have read a News Feed Story posted by your
Page.
60,000+ people liked the video on Facebook
114,000+ views on YouTube
39. Facebook Marketing Tips
Create a business page, not a profile: Just visit
https://www.facebook.com/pages/create.php
Make your page easier to share by claiming
your Page’s vanity URL:
http://www.facebook.com/username.
Automatically post blog content to your Wall
(Wordpress&HubSpot)
Don’t automatically have your Wall posts sync
with Twitter! I’m not a fan.
Create Custom Page Tabs: (SocialAppsHQ)
http://www.facebook.com/welcometab
40. Facebook Marketing Tips
Launch contests! Consider using a promotion builder App like
Wildfire: http://www.wildfireapp.com/
Create a Welcome App using Custom Tabs. Set the page as your
default landing tab (do this under “manage permissions”)
http://www.facebook.com/welcometab
Use Facebook Insights! Download Page Insights PDF. Download
your data for more detail (Excel Spreadsheet).
Add the YouTube App to your Facebook Page so your fans can
view your videos directly within Facebook.
Post Questions or Polls: In the status update bar, you have the
option of posting a poll. Click on Poll Options.
Use a third party Facebook App like Hootsuite to schedule your
posts in advance.
Understand EdgeRank, Facebook’s Algorithm for deciding what
gets shown on the user’s news feed. The more edges a post
has, the more likely it will be on a user’s News Feed. Edges are
shares, likes, comments, tags, etc. For Everything you Ever
Wanted to Know About EdgeRank, go to
http://tinyurl.com/3ty455n
44. Facebook Changes
“Top Stories” now appear at the top of the News Feed. It
used to be that the newest content from friends
appeared at the top.
News Feed Algorithm has changed what actually
appears on your News Feed.
“Comments” have the most impact on EdgeRank.
Also, a user’s affinity toward your brand is key! (The
number of times the two of you have interacted.)
“Freshness” (recency) is also important. Freshness
often determines what you see on your News Feed.
Weight – The number of times users have interacted
with the content in question.
You are competing with every other person or business
that a user “Likes”
Multimedia posts help with engagement: videos and
photos
45. Facebook Changes
Ticker – Moving less important info into a
live Twitter-like feed on the side of the page
Close Friends – Now you can sort friends
and communicate differently and directly
with “close friends”
46. A Few Rules
Doctors and other healthcare professionals should not friend
patients; invite them to “Like” the organization or practice
The ethical and legal duty to protect patient confidentiality applies
equally on the internet as to other media
No one should discuss a patient or a patient’s condition on
Facebook
Don’t even speak of patients in “cloaked” conversations online
Put a legal disclaimer on your Facebook page. Remind them this
is a public forum…
Patients waive their HIPAA rights when they post personal health
info on Facebook (not the case with children)
Invite patients to take the conversation offline
Physicians can speak to medical issues on Facebook in a
general, informative manner, but not to specific patient cases.
47. In Closing
Be engaging
Create fun and interest – use promotions
Listen
Respond
Combine efforts of
Facebook, Twitter, YouTube and Blogs
Track effectiveness
If you don’t know how to do it, Google it.
Answers to Facebook challenges are easy
to find.
48. Questions & Contact
Information
Dan Dunlop, Jennings
ddunlop@jenningsco.com
Twitter: @dandunlop& @JenningsHealth
Blog: http://thehealthcaremarketer.wordpress.com