ipha social media presentation 11.14.12

The confluence

of public health

& social media

overviewIntroduction

What Is Social Media?

Why Does Social Media Matter?

What to Know Before Getting Started

Suggested Social Media Platforms

Suggested Implementation

@shmaraksmpr#IPHAgetssocial

How has social media changed our lives?

check this out.

Is the public health community engaged in

social media—or “wallflower media?”

many public health & non-profit initiatives are wallflowers• They join networks, but wait for people to find them

• They don’t engage with followers or constituents

• They don’t seek out partnerships or alliances

• They go back to their marketing comfort zone, but they don’t reap the results• Typically, they focus on awareness or sales messages• They don’t emphasize the right kind of education messages

Was this ad an early form of social media?

your goal:

don’t just come to the dance…

…find others to dance with.

what is social media?• A definition of marketing

– The exchange of goods and services• A definition of social marketing

– Engaging in communications to facilitate a desired exchange

Traditional Marketing

Dominate the market

Shout out loud

“Me, me, me”

Push the product, service

Advertising

Control

Pursue ‘leads’

Social Media Marketing

Create a community

Listen, then whisper

“Us, us, us”

Pull in people with your message

Word of mouth

Allow

Nurture relationships

what is social media?

what is social media?

why does social media matter?• Your competition is there

• Direct and indirect• They are using it more than “once a week”• They are integrating it into daily operations

• Organizations are using it to leverage donations, commitment and participation

• You don’t need to buy space to use it

• You’re using it and you don’t even know it• e.g., Amazon.com reviews

what to know before getting started

Description, summary of

individual, organization and/or business

Evolves from activity in the

network, tone and quality of

engagement

End product judged by other members based on previous steps. The network

perceives high trust members as influencers

Profile

Identity Reputation

Trust

Profile deepens with connections,

content, group associations

what to know before getting startedAsk smart questions.

• Who is on the receiving end of my messages? Patients? Doctors? Government officials? Do they need me now or do they need me later?

• Where are these people online?

• What are my organization’s goals? How can I influence conversations to meet these goals?

• Who will lead your social media marketing efforts?

• Is the organization prepared for the time and commitment to building our community?

what to know before getting startedWhere does social media fit in your “marketing mix?”• Brand/Advertising

• Look, feel and tone

• Public relations• Message, education and reputation

• Development communications• Web site

• SEO, SMO

suggested implementationCreate a social media policy—and have people sign off that they will adhere to it.

• Clarify what constitutes as social media content• Tone, frequency, grammar, etc.

• Determine and communicate your organization’s attitude toward social media to as many people as possible• Will everyone be welcomed to be a part of “the dance?”• What are the goals you seek to accomplish?

• Determine who owns the strategy and execution• Suggestion—a three-pronged social media committee led by

Executive Director, Marketing and “on the street” leadership

suggested implementation• Establish rules of engagement

• Off-limit topics and professionalism

• Make training available

• Have a crisis plan• Public health emergencies (H1N1)• Adverse conversations about your organization• Government advocacy and intervention

suggested implementationDevelop a content schedule.

• Mapping out information will help you determine several components of social media• “Do we have a lot to say? Are we relevant?”• Level of frequency

• Content can come in the form of other people thinking or saying what your organization believes in • Social media = Engage conversations• “Retweets”

• Schedule can coincide with other parts of your operations• Health fairs• Events/health screenings• Speeches• Volunteer/staff recruitment

suggested implementationStart joining conversations.• Start with one or two platforms and/or channels

• Listen to conversations for a short time

• Create, optimize profiles

• Identify, join and engage groups

• Contribute regularly with value-added content• Avoid sales pitches as much as possible

• Be helpful, professional, proactive and responsive

suggested implementationMonitor what is being said about your cause and organization.• Listen to “buzz” to inform future content, message

development• Track related ailments and/or health issues.

• Free tools• Google Analytics• SocialOomph.com• CoTweet• Klout

• Premium tools• Sprout Social• Radian6• Sysmos

suggested resources

Thank you.

APPENDIX

about DKC

48

Work with companies, both large and small, on a wide variety of issues – from executive profiles to brand building to crisis management.

Represent some of the nation’s biggest and most innovative companies, public and private, and partner with agencies to handle properties with business interests outside the U.S.

Understand the corporate culture and landscape and are equally adept at both internal and external messaging.

Look beyond traditional corporate channels to create news for the companies and their business interests.