Social Media and You NAAEI Affiliate Education Conference August - - PowerPoint PPT Presentation

Social Media and You

NAAEI Affiliate Education Conference August 27, 2015

Introductions: Joe and Erin

Introductions: Reingold

• Full-service strategic

communications agency

• 135 full-time associates
• Experience in Healthcare,

Education, Associations, Government

• 140+ awards
• Demonstrated and measurable

success

Meeting Agenda

• Why social media?
• What is social media?
• Jumping in
• Organic
• Advertising
• Social media in action
• Developing a social media plan

• What is social media?
• Why is it important for

associations to have a social media presence?

• Who is doing social media

really well?

• Is social media going to

replace other forms of communications?

• Has it already?

A couple questions

Why social media?

Events Leveraged Traditional Stakeholder Outreach Partnerships Integrated Messaging Campaign

• SEO
• Social media
• Online advertising

Online & Digital Advertisin g/PSA Media Relations Direct Marketing

An integrated marketing and communications campaign maximizes both traditional and leveraged channels

Source: Google/Ipsos Study

Media interactions are predominantly screen based today

Social Networking Use By Online Adults, 2005-2014

* Pew Research Center’s Internet & American Life Project surveys, 2014

74% of online adults have used social networking sites

* Pew Research Center’s Internet & American Life Project surveys, 2014

Social media usage across demographics is high

* Pew Research Center’s Internet & American Life Project surveys, 2014

Social media site users, 2012-2014

Multi-platform use is on the rise, each platform’s user base is growing

Social media remains at the center of content marketing—integrating more and more with news media, search, new platforms

What is social media?

Gaming Networking Blogging Media Sharing Location Based Micro Blogging News Aggregation

Social media is a network of communities and content platforms on various media formats, lengths, and forms of engagement

.

• Facebook
• Twitter
• LinkedIn
• YouTube
• WordPress
• Pinterest
• Flickr
• Facebook
• Google+
• Twitter
• LinkedIn
• YouTube
• Tumblr
• Reddit
• Vimeo
• Vine
• Pinterest
• Instagram
• Snapchat

Then Now

The social media landscape has evolved over time

• Community of communities
• Two way conversation
• User-generated content
• Rapid dissemination of

engaging content

• Low barriers to entry

But when it comes to social media…content is king

• Targeted, relevant messages
• Credible messengers
• Rich and varied content and

media formats

• Responsive and consistent

communication

Social Media Content Wins

But when it comes to social media…content is king

The social media content landscape continues to evolve…

The social media content landscape continues to evolve…

• Know your audience
• Ensure relevance – make it about your audience
• Highlight the cause – reinforce messages and value
• Use rich images and varied content
• Keep your copy short and sweet
• Elicit a lightweight response

But the principles remain… The bait has to taste good to the fish, not the fisherman

Starbucks finds a way to consistently tie its brand into days, holidays, and trends that its consumers care about.

The “truth” campaign lets multimedia content speak for itself with short and sweet copy teasers - UPDATE

American Diabetes Association uses varied content—including images, videos, and infographics—to start conversations

Good strategies mix original content creation with user-generated curation, let audiences contribute to the conversation

Discussion

• Do you have any questions

about the “why” and the “what” of social media?

• Any contrarians? Is social media

is more sizzle than steak?

• Are you using social media like

ADA, Starbucks and the Truth Campaign?

• Can advertising be used

effectively by associations?

• Is anyone using content

calendars and evaluation to monitor success?

Discussion Points

Jumping in

Build Engage Influence

Building and enhancing your audience Getting them to interact and join the conversation Empowering them to take key actions

Social media is an ongoing, iterative process

1. “Listen” online 2. Choose your platform(s) 3. Build your content 4. Join the conversation 5. Expand through advertising,

• utreach, and engagement
• pportunities

The conversation is taking place. Jump in.

("anesthesiologists") OR ("anesthesiology") OR ("nurse anesthetists") OR ("anesthesia" AND "patient care") OR ("anesthesia" AND "pain management") OR ("physicians" AND "patient safety") (“american society of anesthesiologists”) OR (www.asahq.org) OR (“anesthesiology 2014”) Brand Search Topic Search

Listen to the conversation online to understand what is being talked about and who is talking

Platforms Brand exposure

✔ ✔ ✔ ✔ ✔ ✔ ✔

Two-way communication

✔ ✔ ✔ ✔ ✔ ✔ ✔

Multimedia

✔ ✔ ✔ ✔ ✔ ✔ ✔

Community building

✔ ✔ ✔ ✔ ✔ ✔ ✔

News/media

✔ ✔ ✔ ✔ ✔ ✔ ✔

Traffic to site

✔ ✔ ✔ ✔ ✔ ✔ ✔

SEO

✔ ✔ ✔ ✔ ✔ ✔ ✔

Paid media

✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ Good ✔ OK ✔ Bad

Choose the social networks to join the conversation

• Pick the one or two networks where you can

best reach your audience

• Develop a foundation there
• Learn what content and messaging works

best

• Slowly expand onto other networks, if goals

align

• Continuously evaluate each network’s

performance and look for emerging channels

Start small, then expand

• Most widely used

platform

• Driven by centralized

news feed where best content wins

• Good for sharing news

and multimedia

• Connects you to your

friends and favorite brands.

• Interactions layered in

social context

Facebook

• Breaking news and

media platform

• Stories pop on

Twitter first

• Content is fed

chronologically

• Easy to share,

retweet other

• rganizations and

brand content

• Live-tweeting

events

Twitter

• Professional network
• Reach targeted audiences

by profession/employment/i ndustry

• Share relevant industry

news and promote thought leadership

• Find new talent

LinkedIn

Use branding to make your networks consistent

Key considerations

• Who are you trying to reach?
• What content do you have?
• What is the conversation you

want to start?

• How can you engage your target

audience in that conversation?

• What do you want the outcome

to be?

• Recruitment vs. retention
• Messaging Mix
• Build
• Engage
• Influence
• Content Mix
• Metrics

Now it’s time to develop your content strategy

36

Content Mix

• Audience Building

 Informational  Awareness of programs, services  Establish voice

• Engage

 Multimedia & videos  Testimonials  Listen, watch, share

• Conversion-focused

 Calls to action  Traffic to site

Content Breakdown

Optimization

Choose a mix of content that lets you build, engage, influence your audience

Mon Tues Weds Thurs Fri Sat Sun Business tip In the news/relevant article Q&A post Throwback Thursday Resident in Action posts Photo of the Day Member features

In addition, content calendars allow you to visualize where other content types can fall as they are available:

• News that gets published
• Promoting events in advance
• Joining relevant online conversations

Use yearlong and monthly content calendars to organize reoccurring conversation themes

.

Date Marketing Objective Content Type (media) Audience Message Character Length URL/Link Reach Clicks Engagements (likes, comments, shares) Build audience photo Servicemembers Military OneSource is your one-stop short for confidential resources and support… Engage video Spouses Lorem ipsum Drive web traffic link Family/friends Lorem ipsum

38

Messaging Metrics

Content Type Average Facebook Shares Average Video Views Average Website Conversions Photo 5,221 341 750 Video 2,250 7,000 56

Constantly evaluate what’s working to maximize your content strategy

Look for opportunities like events and campaigns to promote two-way dialogue and increase cross-network engagement

Why Advertise?

• Ads expand the reach and engagement of your social

media efforts

• Now a more native experience on social networks
• Break through the clutter
• Opportunity to reach wider and more targeted audiences
• Allow for quick ramp up
• Can be used for message testing and refinement
• Increase engagement, conversions, desired actions

Take advantage of each social media platform’s advertising

Then

• Significant entry costs
• Expensive to create and run
• Broad targeting
• Long response times
• Few insights into effectiveness
• High complexity
• Harder to adjust strategy

Now

• Lower barriers to entry
• Budgets are more scalable
• Precise targeting
• Real time feedback
• Real insights
• Ability to efficiently pilot/test
• Ability to quickly adjust tactics

and strategies

Digital advertising now more advanced, easier to run for both small and large budget campaigns

Social ads can drive traffic offsite, promote content and conversation, build social network sizes, remarket

Marketplace Ads CPM or CPC CPM < $1.00 CTR < 0.5% Organic: Posts from friends and pages Ads Inside News Feed ~$7-$9 CMP 1%-5% CTR

The news feed is the hub for serving page content and ads

Targeting Options

• Demographics
• Employment
• Education
• Location
• Interests
• Groups and individuals

users follow

• Third party data (e.g.

household composition) “Veterans” on Facebook

Highly sophisticated targeting allows organizations to reach both broad and niche audiences

Ads can be integrated across channels

Social media in action

EXAMPLE – RPM Careers

EXAMPLE – RPM Careers

EXAMPLE – RPM Careers

EXAMPLE – RPM Careers

Campaign Engagement Q1 Q2

June 16- August 15

YTD Engaged Facebook Users 10,308 18,675 18,300 47,283 Facebook Post Likes, Comments, and Shares 2,936 9,470 10,675 23,081 "Find a Job" Clicks to Careers.naahq.org 4,925 4,652 3,506 13,083 (34%) Quiz Completions 940 897 880 2,717 (7%) Ambassador Conversions 87 78 88 253 (<1%)

EXAMPLE – RPM Careers

Campaign Awareness Q1 Q2 June 16- August 15 YTD Digital Advertisement Impressions 5,997,535 9,313,186 4,424,050 20,235,252 Individuals Reached on Facebook 1,482,939 2,878,047 1,987,460 6,348,446 RPM.naahq.org Visits 14,960 13,129 10,129 38,218 Facebook Fans 3,372 2,294 2,120 7,703 (+177%) LinkedIn Followers N/A 192 38 230

EXAMPLE – RPM Careers

• Conversion rates are rising:
• Website visits resulting in a

Find a Job search are up 12% (from 30% to 33.5%)

• Similar for other KPIs (quiz,

ambassadors)

• Cost per conversion is dropping:
• Cost per job search down

41% ($10.99 to $6.47).

• Cost per website session

down 32% ($3.26 to $2.23)

EXAMPLE – AOSSM Stop Sports Injuries

EXAMPLE – American Society of Anesthesiologists

Group Discussion

• What business objective are

you trying to achieve?

• What is your call to action?
• What audiences are you trying

to reach on social?

• What platforms are you using?

What are the best channels?

• What tactics are best for you?
• What is preventing you from

putting a plan into place?

Building a plan

Developing a Social Media Plan

Direct Marketing Events Advertising / PSA Referral Programs Social Media Media Relations Partnerships

Integrated Campaign

Leveraged Traditional

An integrated marketing and communications campaign maximizes both traditional and leveraged channels

• Low financial incentive
• High level of personal investment

required for compliance

• Risk mitigation
• Buy-in from leadership
• Limited budget and resources
• Awareness, engagement, buy in
• Storytelling and thought

leadership

• Better customer-service, 2 way

dialogue

• Network of vested stakeholders
• Implementation partners
• On-ground ambassadors
• Potential campaign partners

Challenges Opportunities

ID challenges and opportunities particular to you

Campaign Goals

• Raise awareness of

RPM industry jobs

• Drive target

audiences to easily learn about and find jobs

• Seal the deal

Social Media Goals

• Raise awareness around

RPM industry jobs

• Engage audiences in

conversation around RPM jobs value

• Promote specific jobs and

ambassadors of those jobs

• Drive traffic to the jobs

website

Align campaign goals with social media objectives

Audience Factors

• Their demographics,

interests, behaviors

• Where they are online
• Who they trust, go to

for information Social Media Considerations

• Channels to reach them on
• Messaging and collateral
• Outreach partners

Determine your audiences

Platforms Brand exposure

✔ ✔ ✔ ✔ ✔ ✔ ✔

Two-way communication

✔ ✔ ✔ ✔ ✔ ✔ ✔

Multimedia

✔ ✔ ✔ ✔ ✔ ✔ ✔

Community building

✔ ✔ ✔ ✔ ✔ ✔ ✔

News/media

✔ ✔ ✔ ✔ ✔ ✔ ✔

Traffic to site

✔ ✔ ✔ ✔ ✔ ✔ ✔

SEO

✔ ✔ ✔ ✔ ✔ ✔ ✔

Paid media

✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ Good ✔ OK ✔ Bad

Decide which social network best match your goals, audience, content

• Launch Facebook and

Twitter

• Content strategy focused
• n building community
• Start to build partners
• Paid media to target

relevant audience

• Cross-promote on other

marketing channels (e.g. send a newsletter)

Short-Term Mid-Term Long-Term

• Grow Facebook and Twitter
• Shift content to more calls to

action, host online events

• Increase partner outreach
• Optimize ad strategy around

best content

• Expand onto blog and other

networks

• Collect and curate user-

generated content

• Share and link build with

partners

• Use networks to drive

consistent traffic to site

Map out mix of tactics

Establish management and moderation protocols

• Member Engagement – Mobilize NAA members to

communicate directly with key audiences.

• Search Engine Marketing – Develop and optimize

content for SEO.

• Advertising – Drive job seekers to existing jobs and

raise awareness of RPM industry among prospects.

• Partner outreach – sharing content and link building
• Website – making social content available on the web

Integrate into broader campaign strategies

Analyze your outreach

Launch Implementation, testing Analysis Optimization

Group activity

• 1. What business objective are

you seeking to achieve through social media?

Building a plan

• 1. What business objective are

you seeking to achieve through social media?

• 2. Who are the key audiences

that you are trying to reach

• n social media?

Building a plan

• 1. What business objective are

you seeking to achieve through social media?

• 2. Who are the key audiences

that you are trying to reach

• n social media?
• 3. What are your calls to action?

What do you want your audiences to do?

Building a plan

• 1. What business objective are

you seeking to achieve through social media?

• 2. Who are the key audiences

that you are trying to reach

• n social media?
• 3. What are your calls to action?

What do you want your audiences to do?

• 4. What are the key messages

you want to communicate to those audiences?

Building a plan

• 5. What content do you already

have that you can use in communicating with these key audiences?

Building a plan

• 5. What content do you already

have that you can use in communicating with these key audiences?

• 6. What potential partners can

help you spread the message and reach your audiences?

Building a plan

• 5. What content do you already

have that you can use in communicating with these key audiences?

• 6. What potential partners can

help you spread the message and reach your audiences?

• 7. Is advertising an option?

Building a plan

Discussion