2. Social Media: Defined
What is social media anyway?
tools trend
how people use decentralized,
people-based networks to get
del.icio.us the things they need from each
other rather than from traditional
institutions, like business or media.
Bottom Line: Social media isn’t just a list of destinations.
it’s a new standard of expectiations.
3. it’s part of how our expectations — our very culture — is shifting.
in healthcare (as in all services they consume) people are
taking a new “tac”:
the vast majority of people report the opinion they trust
t trust most is one from “someone like me.” For the first time in
our history, peers have bested the wisdom of experts.
no matter how unusual, or obscure the topic, we want — we
a access expect — to be able to find information on it. and not just
information, but details, perspectives, and context.
it’s all about how we enter that decision-making situation.
c confidence We are unwilling to go unarmed, to be at the mercy of
the expert on the other side of the table.
4. today’s 16- to 24-year-olds have even higher demands.
Growing up online has shaped how teens and young adults receive,
process, and act on information. they expect communication to be:
Brief they send one billion text messages each day.
instant they don’t even remember B.G. (Before Google)
always On there are no office hours when you’re always connected.
6. how We Use it
the ways people use
social media today fall
into three key categories:
CONTENT
Works like: Blogs
Wikis Twitter
YouTube
RECOMMENDATIONS CONNECTIONS
Works like: Digg Google Works like: Facebook
7. how We Use it
1 create content
• Publish a blog or website
• Upload video or pictures
CONTENT
• Create music or mashups Works like: Blogs
• Write articles or commentary
Wikis Twitter
YouTube
RECOMMENDATIONS CONNECTIONS
Works like: Digg Google Works like: Facebook
8. how We Use it
2 Make connections
• Create online profiles
• Interact with friends
CONTENT
• Seek out new connections Works like: Blogs
Wikis Twitter
YouTube
RECOMMENDATIONS CONNECTIONS
Works like: Digg Google Works like: Facebook
9. how We Use it
3 Make recommendations
• Post a rating or review
• Make a comment
CONTENT
• Tag or rank content Works like: Blogs
• Contribute to articles or wikis
Wikis Twitter
• Vote YouTube
RECOMMENDATIONS CONNECTIONS
Works like: Digg Google Works like: Facebook
10. how We Use it
21% of people
create content
69%
37% review 35% join
+ are “spectators” who
read and use the ideas,
reviews, and content
and comment and participate
they find
in social
19% tag
networking
and collect
11. how We Use it
Social media has reached critical mass
• 206 million Americans used the social web in 2008
• the most popular Youtube videos have a wider audience than the most-watched
Super Bowls
• 60–80% of americans look for health information online, rivaling physicians as the
leading source for health answers
It’s not just for kids
• 75% of college students use the social web, but so do 60% of the wired wealthy
• Facebook’s fastest growing population is 50+, followed closely by the 41–45 age group
• the average twitter user is 31
12. how We Use it
Our online quest for healthcare connections
We look for information: That ultimately impacts
• Symptoms purchasing decisions:
• health problems • Where to go
• treatments • Who to see
• referrals • What to buy
• Specialists
• costs
• how to cope with diagnoses
For example: 40% of hospital and
• Support for friends and family urgent care visits were influenced
by social media
(ad-Ology, 2009)
14. Why Do Organizations invest in Social Media?
For many of the same reasons they invest in more traditional
marketing and advertising:
create encourage inspire create
awareness trial loyalty ambassadors
• Greater market share
• Less price sensitivity
• Stronger reputation
15. how should you use social media?
ah, the big question.
there’s really just one essential thing to
keep in mind: It should provide value
valUe tO valUe tO to the customer and to the brand.
cOlleGe aUDience
looking at it another way, the circles
could read:
• true to the core of your brand
eFFective SOcial MeDia StrateGY • new or unexpected
16. Start with an honest appraisal
What you can
CONTROL What you can
‣ web
‣ private
‣ blogs
communities
INFLUENCE Where you can
PARTICIPATE
‣ targeted applications
‣ user-generated content
‣ licensed tools ‣ social networks
‣ peer-to-peer
LESS RISK MORE RISK
17. Set a Strategy
Start with who Get to know what your
audience does on the
you want to talk PeOPle social web
to, not what
technology Define what you want to
OBJectiveS accomplish
you’ll use.
tOOlS Decide which social
technologies to use
Your Social Media Strategy
18. Set a Strategy
cnet recently reported that 75% of Fortune 1000 companies
will launch a social media campaign this year.
Of course, they also noted that 50% of those campaigns
will fail.
the strategies that succeed follow one of four proven models.
19. 1 Build a Community
let your customers or employees support
and connect with each other.
Pros:
• very authentic way to use the social web
• inexpensive to operate and can reduce costs
Cons:
• takes a lot of work to seed and build
• the crowd can turn on you if you’re
unresponsive
Make sure you:
• Set expectations: What does success
look like?
20. 1 Build a Community: Best Buy’s Blue Shirt Nation
• connects tens of thousands of employees
• in a forum to talk to and support one another
• Where they can solve problems, share ideas, archive solutions,
build a whole new kind of interconnected culture
• and just be people — who make jokes, have
complaints, dig new things
Who else is doing it:
• tivo customers solve each other’s technical problems
• victoria Secret PinK fans on Facebook vote and
chat together
• Doylestown hospital connects its mobile workforce of 360
independent physicians via an iPhone application to provide
a highly responsive healing environment for thousands
of patients
21. 1 Build a Community: PatientsLikeMe.com
The most comprehensive content on
neurological and mood conditions of any
databank in history. crowd-sourced from
patients one login at a time.
• People from many countries convene
to share personal information on
drug dosages, side effects, and
medical histories.
• Both patients and physicians share
perspectives.
• condition-specific content is synthesized
and aggregated to create context.
22. 1 Build a Community: Lotsa Helping Hands
lotsa helping hands is a private,
web-based community that organizes
family, friends, and neighbors during
times of need.
• easily coordinate activities and
manage volunteers through a
group calendar
• Share updates, pictures, and more
• Give people something meaningful
and useful to do in a crisis
23. 2 Energize Passionate People
it’s about inspiring individuals to carry your message
into the places they talk, connect, and create.
Pros:
• Builds relationships with influencers
• Gets real people talking one-to-one
Cons:
• Scale is limited to personal networks
• More difficult to listen to the conversation about
your brand because it is widely dispersed
Make sure you:
• encourage fans to be transparent about any
direct contact they have with you, samples
they receive, and so on
24. 2 Energize Passionate People
it takes a new way
of thinking.
What’s wrong with
this picture?
25. 2 Energize Passionate People
it wasn’t built to be
easy to pass on.
• Bold
• Succinct
• action oriented
26. 2 Energize Passionate People: Zappos Customer Service
• Built its social media strategy on a core tenet of the
brand: We’re a customer service organization that
happens to sell shoes
• hundreds of associates and executives use social
media to connect one-on-one with customers
• they answer questions, give advice, solve
problems, build relationships
• to create brand ambassadors who cannot stop
telling “i ♥ Zappos” stories
Who else is doing it:
• Ford Fiesta is offering a six-month test drive
• Dell won big with free laptops
• iBM supports its bloggers and alumni
• aurora health and others are “tweeting” cutting-edge surgeries
27. 2 Energize Passionate People: Capital University
• rallied a passionate community around a new,
inspirational story
• asked students to share their aspirations and
feedback in lots of social mediums
• aggregated the collective experience
• Operationalized a larger strategy
that enabled potential students
to connect with counselors on
the social web
28. 2 Energize Passionate People: Sherman Health
• Priortizes social participation on its home page
• Makes it easy for patients and community
members to listen and participate
• has inspired lots of patients and family
members to write about their
personal experience
• Powers buzz about its
aggressive plan for growth
29. 3 Find a Good Idea
imagine if you could get the very best development
or marketing ideas you’d never thought of from
people who actually use your product.
Pros:
• connects you to the best ideas inside your own
company and in your larger community
• Often very cost effective, leveraging resources
you already have
Cons:
• can generate overwhelming content
• can take your brand in inauthentic directions
Make sure you:
• have a very savvy filter for the input
30. 3 Find a Good Idea: Exxon
• leveraged a idea crowdsourcing engine called
innocentive that connects problems to solvers
• took on a sticky problem: how to separate frozen oil
from water
• connected with an unlikely “expert”: an illinois
chemist from the concrete industry
• Got an almost immediate solution to a 20-year-old
problem
Who else is doing it:
• Bell canada’s employees share ideas and vote the best
ones to the top for executive review
• Mini listened to what its customers were saying
online to target its marketing
• P&G gets fresh ideas from pet owners who log in to share insights
31. 3 Find a Good Idea: Memorial Sloan-Kettering
Partnered with the national
comprehensive cancer network to
find new insights that would change
their approach.
• learned that newly diagnosed patients
aren’t ready to make “business
executive” decisions
• instead, their primary care physician
is the #1 influencer of where they
seek treatment
• Suddenly, marketing mattered
32. 3 Find a Good Idea: SXSW
Over the years, many of the most compelling panels
and presentations for the SXSW interactive Festival
have come directly from the online community. their
social strategy harnesses the power of those crowd-
sourced ideas both to bring the best content to the
conference and to build reputation and attendance.
• Built an application that accepts and categorizes
panel ideas from the industry
• in 2009, 100 of the 150 sessions were created and
selected by the community
• tens of thousands of attendees and supporters vote
• hundreds of thousands read about the panels on
blogs and in other social media
33. 3 Find a Good Idea
it takes a new
way of thinking.
What could
go wrong with
this video?
34. 3 Find a Good Idea
talking to you
audience makes
all the difference.
• resonance
• authenticity
• accuracy
35. 4 Meet a Need to Make a Connection
the toughest way to use social media
is also one of the best: give people
something they need.
Pros:
• creates significant conversation
• Builds brand perceptions and attachments
Cons:
• hard to do
• tends to be a long-term commitment
Make sure you:
• test the concept with users of social media
before you go live
36. 4 Meet a Need to Make a Connection: FedEx
• needed a relevant way to participate in social media
• Scanned the various tools and networks people use,
looking for a gap
• Found a limitation on Facebook: Members can send
email-like messages, but can’t add attachments
• Built a branded app that filled the gap — winning
1000,000 installs in the first 48 hours, #1 most active
page, and lots of repeat users
Who else is doing it:
• american express is offering tools for small business
• Brooklyn Museum gave new photographers an
exhibit curated by a social community
37. 4 Meet a Need to Make a Connection: Innovis Health
• Knew where to be when crisis struck
• connected a community overwhelmed
by floodwaters with the latest information
on service access
• helped families outside the region
connect to loved ones
• earned thousands of views, referrals,
and loyal fans with timely updates and
community action
38. 4 Meet a Need to Make a Connection: Care Pages
• an ingenious little social system that started
at Massachusetts General hospital to help
hospital patients manage communications
with loved ones
• Works a lot like a supersimple blog that lets
patients say how they’re doing, what the
prognosis is, and so on, in one dedicated spot
• Uses technology to meet real human needs,
like compassion and access and sleep.
