healthcaresocialmedia digital marketing101 biopharmainstitute

Mazarine Treyz Marketing yourself or your business with social mediaHttp://wildwomanfundraising.com http://treyzsocialmedia.com @ctrlsearch on Twitter [email protected] 512-763-5161

Follow us on Twitter: @ctrlsearch and @terrycarmichael

The hashtag for this presentation is #socmedhealth

Social Media for Healthcare: Digital Marketing 101

Blogging since 1999Managing online reputations for companies and individuals since 2006.Marketing & Fundraising over $1M for various nonprofit clients for the past 3 yearsAuthor of The Wild Woman's Guide to Fundraising, called one of the top 10 nonprofit books of 2010 by Beth Kanter.Author of 3-D Reputation Engine, forthcoming book on online reputation management in Summer 2011Blogger athttp://treyzsocialmedia.com http://wildwomanfundraising.com

About the Presenter


Today we will learn:

1. Social media channels you MUST be on

2. And social media channels you can safely ignore

3. Metrics: What to measure and why

4. How to create a listening dashboard for your business or yourself

5. Top tips for creating shareable content for a healthcare business

6. How to get more people doing what you want them to do on your website (aka conversions)

7. How NOT to let social media take over your life: Doing it all in 15 minutes a day


Intro

How to keep track of where we are:

You will know where we are from our outline in the bottom left corner: Blue: Intro Green: Research Yellow: Metrics Orange: Put it together

Marketing Concepts:Marketing = Building Relationships. People find you by ACCIDENT.Touch another 5x before they are an AcquaintanceTouch people 5x before they are an Associate Touch another 5x before they are an Actor, Touch another 5x before they are an Advocate,Touch another 5x before they are an Ally.

(Concept from Making Your Contacts Count by Anne Baber and Lynne Waymon)


Research

With marketing, you can touch people offline

How can you scale this and make this cost-effective?

Use your offline strategies to bring people from accident to acquaintance, and then draw them in with personalized online strategies.


Research

Social media channels you MUST be on


(Chart from Exact Target and Cotweet)




Social media channels you can safely ignore

FacebookGaming platformsGoogle plusMobile

What are some key measurements to keep in mind for Social media? Number of followers but also quality of followers, and quality of engagement with followers, and increase over time of quality followers who retweet, mention, take action.

Not hits. Visits. Uniques. Pages.

Conversions. What do conversions mean to you?


Metrics: What to measure and why

TweetPsych



Aweber



Google Analytics



Webalizer Stats



Building your dashboard metric checklist

□ For your website: Uniques, Visits, Pages, Conversions

□ For your newsletter: Opens, Clicks, Conversions

□ For Twitter: How you're growing, engagement, reach with retweets & influencer connections, event attendees

□ For Facebook: # of fans, conversions, “likes”, event attendees

□ For Linkedin: # of group members, # of people who come to your events because of learning about it on your group, conversions/memberships, potential reach via cross-posting to other groups



Free ToolsHttp://TwitSprout.com: Simple graphs for Twitter engagementHttp://tweetpsych.com More twitter stats around your mood or psychology http://tweetreach.com Twitter stats on how fast you're growing.Http://analytics.google.com Use Google analytics to track visitors to your site but also clicks

Paid Toolshttp://edgerankchecker.com: For FacebookHttp://sproutsocial.com: For Twitter and Linkedin (free trial)Http://aweber.com See how many people opened your email, clicked.

Some tools to build your dashboard and help you measure how well you engage


How to create a listening dashboard for your business or yourself

Building your dashboard

□ For your website: Google Analytics

□ For your newsletter: Aweber

□ For Twitter: TwitSprout & TweetReach or SproutSocial

□ For Facebook: EdgeRank

□ For Linkedin: Manual tabulation of data or SproutSocial


How to create a listening dashboard for your business or yourself

You can be a researcher

You can be a reporter

You can be a role model


Top tips for creating shareable content for your healthcare business

□ Did you make a list of relevant podcasts and connect with the hosts?

□ Did you make a blog and comment on other blogs 2x a night?

□ Did you create a mailing list and provide consistent free value?

□ Did you create a personal Twitter account and provide value?

□ Did you interview someone big/medium-size in your field?


Top tips for creating shareable content for your healthcare business

How to get more people doing what you want them to do on your website (aka conversions)


Start building a contact list of people who visit your site



Building a contact list of people who visit your site checklist

□ Aweber opt-in/conversion form

□ TwitterCounter widget

□ Add email opt-in to donation form

□ Website survey which asks people for their emails

□ Survey attached to your twitter, auto-dm



Scaling up from offline to online: To auto-thank donors and push out your message, schedule updates using Hootsuite for Twitter, Linkedin, and Facebook.


Doing it all in 15 minutes a day

Step 1: Survey your email list. Where are they most active? (Flickr, Youtube, Facebook, Linkedin, Twitter?)

Step 2: Go where they are. Create accounts. Friend and follow and thank them there.

Step 3: Don't give yourself too many rules, BUT DO Make sure that if you work with populations who need to remain anonymous that you make policies to protect those people.

Step 4: Allow yourself to stretch yourself. Overextend, and then retract. Figure out which channels work best for stewardship, cultivation, and driving people back to your website to take action.

Step 5: Add your most popular social media channels to your website. Linkedin groups, Facebook, Twitter, Flickr, Youtube are popular ones.

Doing it all in 15 minutes a day

Any further questions?

Something you want covered in more depth?


Want more knowledge?

We have put together a certification and training around social media for healthcare and pharmaceutical professionals.

Whether you're looking to upgrade your marketing skills

Or looking to be more competitive for that next job

Whether you're looking to get more patients

Or simply enhance your company or clinic's presence online to get more recognition, patients, and money, we will teach you, step by step, how to get the results you want.

We will help you get more recognition for what you do, more skills and strategies for connecting with other Healthcare Professionals, patients and Pharma professionals.

Your Upcoming Webinars

Each webinar is 90 minutes long, includes bonus materials, and costs $195. Or you may get a certification in social media marketing for healthcare professionals, and take all 8 webinars in our certification series for $1,299, for a savings of $300.

08/02/11 Social Media for Healthcare Overview: Essentials and legal concerns

08/09/11 Mega-Conversions for your Website: How to design and manage your online community for better reputation management and profit

08/16/11 Dominating Twitter: How to engage people and build a massive following in 30 days

08/23/11 Dominating Linkedin: How to engage people and build trust in 30 days

08/24/11 Blogging for Healthcare: How to create a successful blog, even if you're not a writer!

08/25/11 Accentuate the Positive! How to make a Healthcare Listening Dashboard

08/30/11 Quickly Creating Relationships online: How to engage people, market your business and build trust in 15 minutes a day

09/06/11 Awesome Healthcare marketing policies: Putting it all together

Thank you for coming today!

Sign up for webinars: http://biopharmainstitute.com

Feedback on this webinar:Connect: http://twitter.com/ctrlsearchEmail me: [email protected]: 512-763-5161


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healthcaresocialmedia digital marketing101 biopharmainstitute

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