colorado cahe annual social media presentation

Social Media Best Practices ©with Dirk Spencer

“This would be a good time for some jokes”

“Keep them away from the food”

“Bring them back from lunch”

“Entertainment Cost” discussed frequently

Yes - astigmatic vision is funny

Auto-correcting search strings - hysterical

Expanding products & services

Containing cost part of every conversation

Competing digitally for patient share

Flying machines Distance writing Speaking telegraph Horseless carriage Electric lamp Word Processing Electronic mail Wireless telephone Social Media

@

Disruptive Messy

The Great Equalizer

Giant Killing

Complex relationships

New business

Collaboration without boundaries

Mass communication

Text Pictures

Videos

Publishing Blogs / Micro-blogs People Networks Multimedia Platforms Bookmarks Forums Wikis Apps Virtual Worlds

eBooks / eHow-to Wordpress / Twitter Facebook / LinkedIn YouTube / Flicker Reddit / Stumbleupon Huffington / O’Reilly Various encyclopedias Smart device software Second Life / WoW

Those who “care” Those who might “care”

Those who “care less”

Everybody “cares”

“Google it”!

Internet channels outpace broadcast TV

Traditional media becomes obsolete

Free, cheap and easy tools make it easy

Fun causes the adoption Utility generates adaptation

Crisis = mass implementation

Branding Public Relations Engage Existing Customers Attract New Customers Expand Market Share Generate Leads Generate Revenue

By Nassim Nicholas Taleb

Defined: “A black swan is an event, positive or negative, that is deemed improbable yet causes massive consequences.”

Social Media Best Practices ©with Dirk Spencer Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media

Dirk Spencer Colorado Association of Healthcare Executives Speaker

Heath care from iTunes (SMS technology) http://itunes.apple.com/us/app/id466079030 Patient-Physician Connectivity Free Anytime Anywhere 5,000 Licensed US

Physicians

Social Network Cameras

Cameras identify objects without labels

No more: Name tags license or registration tags QR Codes

360 Interviews booked in 48 hours 120 Hires in 4 Weeks VPs to wait staff Automated

Candidate tracking

Interview schedules

Offers/Acceptances

SM Cost- $3K Traditional Spend - $40K

Regulatory Change Merging Platforms

New Dashboards

Social Media Best Practices ©with Dirk Spencer Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media

Dirk Spencer Colorado Association of Healthcare Executives Speaker

MayoRagan 3rd Annual

Health Care Social Media Summit

Engaging patients, employees and the media in the digital age

October 17-19, 2011 Mayo Clinic Rochester, MN

Presented by: Ragan Communications

Hosted by: Mayo Clinic Center for Social Media

Twitter hashtag: #mayoragan

Browser software is born Email Email Spam Banner ads Web page advertising Internet service providers are MIA initially

Static Content

Boolean Search

Push Strategies

Bulletin Boards

Membership Based Data Sharing

Search Engines as order-takers

“Personal” sharing begins

Internet access comes to more homes

Telecom infrastructures expand

Context awareness

Semantic Search

Pull Strategies

Search engine choices multiply

Mass customization of data

User Meta-Tags

Social Media is repurposed on purpose “Communities” Blogs generates real income Internet video hosting takes hold Groups master the political action plan Texting replaces email on college campuses

Video-based communication

Personalized web experiences begins

Virtual worlds interact with physical appliances

Mixed reality takes shape as an alternate life-style

Computer generated content

Users force integration Developers allow innovation The convenience of digital socializing and

business execution provide people with options

Sharing becomes

Strategic and

Tactical

Engagement

The code word in social media

Authenticity Personalization

Transparency

Backup becomes primary Boundaries blur

New “media” requires new rules

Social Media officially goes mainstream Blogging evolves into career paths Internet video organizes by channel Groups become dynamic Email goes the way of the fax machine Texting replaces talking at meetings The wireless video phone and internet access

turns everyone into a witness, film maker or historian

Wireless infrastructure goes everywhere Cell phone features increase Cheaper hardware becomes accessible Merging of PC and telecom functionality Death of minute-based billing Birth of data-transmission billing

Follow a Process Be Engaging

Have an objective

Follow a Process Be Engaging

Have an objective

Relationships are the precursor to trust Business happens at

the speed of trust Trust Leads Buying

It is tough to fake engagement with the community with this many eyes on the prize, product, service or mission

Expert Evangelist Enthusiast Aficionado Educator Entertainer

55

…go negative …appear to go negative

…aim to “make a point”

Takes Content In a Context

On a Schedule

Web Site Blogging Video LinkedIn Twitter FaceBook YouTube Tools / Automation

59

Have something to say Say it often

Discuss dissention

Blog on multiple sites

61

Have a company profile Have a professional profile Connect to everyone & anyone Join groups Create groups Ask and Answer Questions 100MM+ members

The #1 B2B and B2C Network

62

Stake your claim by name / Have a back-up Master Three Things:

Re-Tweet

Tiny URL

Follow-Friday

This is Your Traffic Cop for 100MM Users

63

The relationship genie It is no longer personal

Over 100MM members

400,000 application developers

Get your Fan-Page On Already

64

Bought by Google

SEO is arbitrary if you own the video store

Video is what makes it “sticky”

You are ready with an $80 buck “Cam”

Seesmic - Combines true social CRM with mobile

Reachable – Connect to your buyer w/o permission

eTrigue – Turn the anonymous into identifiable buyers

Optify - Social marketing automation vendor (they optimize buyer enablement activities)

Sprout Social – Identify, track and organize social contacts

Outsourcing the company voice Failing to have a solid customer service

vendor Updating across all channels at once Failing to respond to your community Undefined vendor service level agreements

This has to be someone’s job Start with pilot projects Automate “production” related tasks Know your demographics Have a message the locals can brag about Leverage the national brand-message

Consider what you can measure Stick to what you should measure Make it about the money if possible “Mentions” may make the merriest of metrics

Social Media Best Practices ©with Dirk Spencer

Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media

Dirk Spencer Colorado Association of Healthcare Executives Speaker

Call this guy

Thank You

Not exactly

2 hours…

Social Media Best Practices ©with Dirk Spencer

Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media

Dirk Spencer Colorado Association of Healthcare Executives Speaker

ebennett.org/ ed@ebennett.org ebennett@umm.edu Cell: 410-350-5480 Work: 410-328-0771 Manages web operations at the University of Maryland Medical Center

(UMMC) #HCSM (Health Care Social Media Community) on Twitter advocate Advisory Board:

Mayo Clinic Center for Social Media

A.D.A.M. Health Solutions Client Advisory Board Paid advisor:

TPR Media

UbiCare Fun Fact: Prefers the phone to email…

Social Media Best Practices ©with Dirk Spencer

Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media

Dirk Spencer Colorado Association of Healthcare Executives Speaker

Director of Digital Marketing & Communications, Inova Health System

www.christopherboyer.com @chrisboyer 303.579.4232 Mr. ROI - “No margin, no mission” Fun Fact: A math-guy you’ll like talking to

Social Media Best Practices ©with Dirk Spencer

Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media

Dirk Spencer Colorado Association of Healthcare Executives Speaker

http://thielst.typepad.com christina@cthielst.com @Cthielst http://www.linkedin.com/in/christinathielst Author:

Social Media in Healthcare

Social Media Best Practices ©with Dirk Spencer

Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media

Dirk Spencer Colorado Association of Healthcare Executives Speaker

GoldenPracticesInc.com @michellegolden michelle@goldenpractices.com +1 314.416.1201 Author: Social Media Strategies for Professionals and

Their Firms http://www.linkedin.com/in/michellegolden

Director of Center for Social Media at the Mayo Clinic http://socialmedia.mayoclinic.org/about-3/home/ Chancellor of Social Media University, Global (SMUG) @LeeAase Social Media Health Network

Mayo Clinic Center for Social Media socialmediacenter@mayo.edu 507-284-5005 http://socialmedia.mayoclinic.org/about-3/advisory-board/ http://social-media-university-global.org/35-social-media-

theses/

http://www.chrisbevolo.com President Thinkinterval.com chris@chrisbevolo.com http://www.linkedin.com/in/chrisbevolo Author: Joe Public Doesn’t Care

About Your Hospital

Social Media Best Practices ©with Dirk Spencer

Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media

Dirk Spencer Colorado Association of Healthcare Executives Speaker

socialmediaexaminer.com mike@socialmediaexaminer.com @Mike_Stelzner Author: Launch: How to Quickly Propel

Your Business Beyond the Competition

Social Media Best Practices ©with Dirk Spencer

Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media

Dirk Spencer Colorado Association of Healthcare Executives Speaker

#Tru Events - The Recruiter Unconference http://recruitingunblog.wordpress.com Top 25 “Most influential on-line recruiter” Recruiting, H.R, Social Recruiting, Social

Media and Technology @BillBoorman billboorman@btinternet.com bill@billboorman.co.uk 0044-(0)-7914-876173

Vice President of Emerging Media & Innovation for agency 360i

Marketersstudio@gmail.com Marketersstudio.com 100 ways to measure social media:

http://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html

Referenced in “Social Media Metrics” by Jim Sterne, Ed Bennett and more

1. Volume of consumer-created buzz for a brand based on number of posts 2. Amount of buzz based on number of impressions 3. Shift in buzz over time 4. Buzz by time of day / daypart 5. Seasonality of buzz 6. Competitive buzz 7. Buzz by category / topic 8. Buzz by social channel (forums, social networks, blogs, Twitter, etc) 9. Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post-purchase) 10. Asset popularity (e.g., if several videos are available to embed, which is used more) 11. Mainstream media mentions 12. Fans 13. Followers 14. Friends 15. Growth rate of fans, followers, and friends 16. Rate of virality / pass-along 17. Change in virality rates over time 18. Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions) 19. Embeds / Installs 20. Downloads

21. Uploads 22. User-initiated views (e.g., for videos) 23. Ratio of embeds or favoriting to views 24. Likes / favorites 25. Comments 26. Ratings 27. Social bookmarks 28. Subscriptions (RSS, podcasts, video series) 29. Pageviews (for blogs, microsites, etc) 30. Effective CPM based on spend per impressions received 31. Change in search engine rankings for the site linked to through social media 32. Change in search engine share of voice for all social sites promoting the brand 33. Increase in searches due to social activity 34. Percentage of buzz containing links 35. Links ranked by influence of publishers 36. Percentage of buzz containing multimedia (images, video, audio) 37. Share of voice on social sites when running earned and paid media in same environment 38. Influence of consumers reached 39. Influence of publishers reached (e.g., blogs) 40. Influence of brands participating in social channels

41. Demographics of target audience engaged with social channels 42. Demographics of audience reached through social media 43. Social media habits/interests of target audience 44. Geography of participating consumers 45. Sentiment by volume of posts 46. Sentiment by volume of impressions 47. Shift in sentiment before, during, and after social marketing programs 48. Languages spoken by participating consumers 49. Time spent with distributed content 50. Time spent on site through social media referrals 51. Method of content discovery (search, pass-along, discovery engines, etc) 52. Clicks 53. Percentage of traffic generated from earned media 54. View-throughs 55. Number of interactions 56. Interaction/engagement rate 57. Frequency of social interactions per consumer 58. Percentage of videos viewed 59. Polls taken / votes received 60. Brand association

61. Purchase consideration 62. Number of user-generated submissions received 63. Exposures of virtual gifts 64. Number of virtual gifts given 65. Relative popularity of content 66. Tags added 67. Attributes of tags (e.g., how well they match the brand's perception of itself) 68. Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth) 69. Registrations by channel (e.g., Web, desktop application, mobile application, SMS, etc) 70. Contest entries 71. Number of chat room participants 72. Wiki contributors 73. Impact of offline marketing/events on social marketing programs or buzz 74. User-generated content created that can be used by the marketer in other channels 75. Customers assisted 76. Savings per customer assisted through direct social media interactions compared to other channels (e.g.,

call centers, in-store) 77. Savings generated by enabling customers to connect with each other 78. Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one) 79. Customer satisfaction 80. Volume of customer feedback generated

81. Research & development time saved based on feedback from social media 82. Suggestions implemented from social feedback 83. Costs saved from not spending on traditional research 84. Impact on online sales 85. Impact on offline sales 86. Discount redemption rate 87. Impact on other offline behavior (e.g., TV tune-in) 88. Leads generated 89. Products sampled 90. Visits to store locator pages 91. Conversion change due to user ratings, reviews 92. Rate of customer/visitor retention 93. Impact on customer lifetime value 94. Customer acquisition / retention costs through social media 95. Change in market share 96. Earned media's impact on results from paid media 97. Responses to socially posted events 98. Attendance generated at in-person events 99. Employees reached (for internal programs) 100. Job applications received

Marketing Manager HubSpot.Com @jessicameher http://www.linkedin.com/in/jessicameher Author: 25 Website ‘Must Haves’ for Driving

Traffic, Leads & Sales

Building Inbound Links Use On-page SEO Input Title Tags & Meta Tags Have an XML Sitemaps Install 301 Redirects

Make the “home” page about home Be Consistent with layout and format Use real images Simplify navigation Avoid Flash & Animation Make it accessible

Messaging Educate and Offer Value Avoid Corporate Gobbledygook Be Clear Not Clever Making Content Shareable

Effective Call-to-Actions Landing Pages Forms Newsletters

60SecondMarketer.com 678-313-3472 Jamie.Turner@60SecondMarketer.com Co-Author: How to Make Money

with Social Media

Simplify – Seriously Simply the User Interface Match brand elements to the website Use white-space to enhance navigation Avoid Flash / Java / pop-up windows Use drop-downs

Use pick lists Use pre-populated fields Limit the amount of text input required Use Mobile-Redirects to catch phone users Have a link to the main web site

SocialMediaToday.com SocialBakers.com Socialmediaexaminer.com Thesocialmediaguide.com GetListed.org Universal Business List (ubl.org) Placeblogger.com Localeze.com Switchboard.com

Yelp.com Insiderpages.com Citysearch.com Local.com MerchantCircle.com HootSuite.com Hubspot.com YourBuzz.com FourSquare.com

FacebookPlaces.com LinkedIn.com WordPress.com YouTube.com Gowalla.com SCVNGR.com http://www.nursingworld.org/socialnetworki

ngtoolkit (Anderson, J / Boyd, S.)

The Zen of Social Media Marketing by Shama Kabani and Chris Brogan Twitter Power 2.0 by Joel Comm and Anthony Robbins The Twitter Book by Tim O'Reilly and Sarah Milstein ProBlogger: Secrets for Blogging Your Way to a Six-Figure Income by Darren Rowse and Chris Garrett The Social Media Bible by Lon Safko Social Media Metrics by Jim Sterne and David Meerman Scott Secrets of Social Media Marketing by Paul Gillin Social Media Strategies for Professionals and Their Firms by Michelle Golden Marketing in the Groundswell by Charlene Li and Josh Bernoff Social Media 101: Tactics and Tips to Develop Your Business Online by Chris Brogan Connected: The Surprising Power of Our Social Networks… by Nicholas A. Christakis and James H. Fowler The Referral Engine: Teaching Your Business to Market Itself by John Jantsch Get Connected: The Social Networking Toolkit for Business by Starr Hall and Chadd Rosenberg The Micro-Script Rules by Bill Schley Social BOOM! by Jeffrey H. Gitomer Social Media ROI by Olivier Blanchard Success Secrets of Social Media Marketing Superstars by Mitch Meyerson 301 Ways to Use Social Media To Boost Your Marketing by Catherine Parker Social Media Marketing All-in-One For Dummies by Jan Zimmerman and Doug Sahlin Social Media in Healthcare: Connect, Communicate and Collaborate by Christina Beach Thielst Joe Public Doesn't Care About Your Hospital by Chris Bevolo Pull The Power of Semantic Web to Transform Your Business by David Siegel The Rough Guide to Blogging by Jonathan Yang

Social Media Best Practices ©with Dirk Spencer

Dirk Spencer CAHE 20011 Annual Conference Speaker Social Media

Dirk Spencer Colorado Association of Healthcare Executives Speaker

Contact Information: DirkPMP@Yahoo.Com 214-295-8687 @DirkInDallas http://www.linkedin.com/in/dirkindallas Speaker Schedule: LinkedIn for Recruiters - DFWTRN August Luncheon Aug 3, 2011 - Dallas Frisco Connect Job Seeker Strategy Summit 2011 Aug 6, 2011 - Frisco Resume Psychology "Get the Offer - Not the Interview"© Sep 10, 2011 –

Crossroads Your Digital Footprint: - How to Create a Internet Presence© Sep 20, 2011 - Texas

Small Business Summit Colorado Association Healthcare Executives (CAHE) 2011 Annual Conference Oct

20, 2011 Resume Psychology "Get the Offer - Not the Interview"© Nov 12, 2011 -

Crossroads

A former DOD Analyst turned Recruiter and Social Media Tactician Dirk is the creator of "Resume Psychology – Get the Offer Not the Interview©.

Some of the organizations where Dirk as spoken on resumes, social media, LinkedIn or featured include:

Executive Search Owners Association (ESOA) Inter-City Personnel Associates (IPA) Associates Food & Beverage Pikes Peak Recruiter Network (PPRN) Irving-Las Colinas Chamber of Commerce Breakfast of Champions Texas Regional Infrastructure Security Conference North Texas Small Business Summit TalentNet Live Social Recruiting Conference The Rick Gillis Radio Show in Houston, Texas ESPN Radio CareerRocketeer.Com list “The 150+ Experts on Twitter ALL Job Seekers MUST Follow The Fort-Worth Star-Telegram

Dirk is the group manager of Resume Psychology © on LinkedIn.Com with over 1,200 members.

You can follow him on Twitter at @DirkInDallas He has worked contract, agency, and corporate recruiting and is currently based in Plano,

Texas.

Irving / Las Colinas Chamber of Commerce Breakfast of Champions

North Texas Small Business Summit IIBA International Institute of Business Analyst Intuit Women's Network (IWN), National Investor Relations Institute (NIRI) Dallas*Fort Worth

Chapter Texas Instruments (TI) Alumni Association (TIAA) Plano Centre TWC - Texas Workforce Commission Veterans Support Group Talent Net Live Social Recruiting Conference American Society of Quality (ASQ) Greater Irving- Job Angels Networking Event Executive Recruiter Association (ERA) Dallas Fort-Worth Texas Recruiter Network (DFWTRN)

St. Jude Career Alliance a Chapter of the Catholic Career Development Community (CCDC),

Career Counseling Group (CCG) of DFW Islamic Association of North Texas (IANT),

Career Counseling Group (CCG) of DFW Islamic Center of Irving (ICI) Crossroads Bible Church (CBC) Career Transition Workshop (CTW) Jewish Family Service (JFS) Career Jump Start - First United Methodist Church Richardson (FUMCR) Carrollton Career Focus Group (CFG), Carrollton City Job Hunt 101, Custer Rd Church Job Net Plano Fort Worth Career Search Network (FWCSN) MacArthur Blvd Baptist Church (MBBC) Career Transition Network (CTN) McKinney Trinity Presbyterian Church Career Transition Network (CTN) McKinney Workforce Networking, Preston Trail Job Network (PTJN), Saint Philip's Episcopal of Frisco Job Ministry, Southlake Focus Group (SFG) St. Andrew UMC Sales Group with Dennis O’Hagan