18
8/1/17 1 Amping UpYour Social Strategy Rob Jordan Monica Moore Mike Steenburgh Allison Lundberg Kelly Raskauskas Monica Moore | Association Management Center Overview of Social Media Why Use Social Media? Increase brand recognition and loyalty Generate leads and increase conversions Build social proof (brand authority) Increase inbound traffic and improve SEO Improved customer service, insight, and engagement (Source: http://www.forbes.com/sites/ jaysondemers /2014/08/11/the-top-10- benefits-of-social-media-marketing )

Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate where to find you and WHY Know your goal Engagement Social Facebook Twitter Linked

  • Upload
    others

  • View
    1

  • Download
    0

Embed Size (px)

Citation preview

Page 1: Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate where to find you and WHY Know your goal Engagement Social Facebook Twitter Linked

8/1/17

1

AmpingUpYourSocialStrategy

RobJordan MonicaMoore MikeSteenburgh

AllisonLundberg KellyRaskauskas

MonicaMoore|AssociationManagementCenter

OverviewofSocialMedia

WhyUseSocialMedia?

� Increasebrandrecognitionandloyalty� Generateleadsandincreaseconversions� Buildsocialproof(brandauthority)� IncreaseinboundtrafficandimproveSEO

� Improvedcustomerservice,insight,andengagement

(Source:http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing)

Page 2: Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate where to find you and WHY Know your goal Engagement Social Facebook Twitter Linked

8/1/17

2

IsAnybodyOutThere?

� 2.8Billionusers,37%globalpenetration,Up22%overpreviousyear1

� 75%ofmaleand83%offemaleinternetusersareonFacebook1

� YouTubeoverall,andevenYouTubeonmobilealone,reachesmore18-49year-oldsthananycablenetworkintheU.S.2

� Almost80%oftimespentonsocialmediaplatformshappensonmobile.3

� 59%ofAmericanswithsocialmediaaccountsthinkthatcustomerservicethroughsocialmediahasmadeiteasiertogetquestionsansweredandissuesresolved.4

� 97%ofonlineadultsaged16-64saytheyhavevisitedorusedasocialnetworkwithinthelastmonth.

Setabaseline� Determineyourfocus

� Findyouraudience� CommunicatewheretofindyouandWHY

� Knowyourgoal

Engagement

Social Facebook Twitter LinkedIn

Frequency <2x/day1-4pmCTDon’tforgetweekends!

3–5x+/day1–5pmCTNomorethan1x/hour

1x/day7–8amor5–6pmTues,Weds,Thursarebest

Length <70characters(ideally<40)

<100characters

Formostshares,16–25wordsforbusinesses,21–25wordsforindividuals

Tip Monitorthroughoutday,engagetheconversationbyliking,responding,sharing.

Monitorthroughoutday,engagetheconversationbyresponding,retweeting

Monitorthroughouttheweek,respondingandshare.

Sources:https://blog.hubspot.com/sales/the-ideal-length-for-all-your-social-media-posts-infographichttps://blog.kissmetrics.com/science-of-social-timing-1/

Page 3: Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate where to find you and WHY Know your goal Engagement Social Facebook Twitter Linked

8/1/17

3

WhattoPost

� Links,images,quotes,andsharesgeneratethemostengagement.

� Tweetswithimagesreceive18%moreclicksthantweetswithoutimages.

� Linkstoarticlesandresources� Statisticsandquickfacts� Other’ssuccessstoriesandphotos

� Cross-promoteblogposts,e-newsheadlines,pressreleases

4-1-1RuleAimtopostfoureducationalorentertainingpostsperonesoftpromotionoronehardpromotion

ShouldIPostThis?

� Doesitaffirmyourvaluesandbeliefsandreflectwellonyourwork?� Doesiteducate,inform,orentertain?� Isthissomethingthatiseasilysharedorencouragesresponses?

Page 4: Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate where to find you and WHY Know your goal Engagement Social Facebook Twitter Linked

8/1/17

4

Tips

� Leveragesuccessfulaccounts� Monitortrendingtopics� Findaccountswithusefulcontent� Shortenlinks:https://bitly.com/shorten� Usephotos:WordSwag,Photofy� Scheduleposts:HootSuite,Buffer

HowWillYouMeasureSuccess?

Source:https://sproutsocial.com/insights/social-media-metrics-that-matter/

Questions?

Page 5: Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate where to find you and WHY Know your goal Engagement Social Facebook Twitter Linked

8/1/17

5

AMAHealthSystemReformCampaignin2017“PatientsBeforePolitics”RobJordan|AmericanMedicalAssociation

UsingSocialforCampaigns

With2.8BILLIONactivesocialmediausersworldwide,socialanddigitaladvocacyisoneofthefastestgrowingwaystoinfluencepolicymakers.

�  Notonlyissocialmediaadvocacypopularforassociations,it’salsocost-effectiveandeasytoscaleduringfast-moving,high-impactcampaigns(suchasourrecenthealthsystemreformcampaign).

InWashington,100%ofsenatorsandnearlyallrepresentativeshaveTwitter,usingthesocialplatformtoconnectwithconstituents.

�  NumerousstudiesoverthepastfewyearsstatethatsocialmediapostsbyconstituentscaninfluenceundecidedMembersofCongress.

�  70%ofHillstaffersagreethatsocialmediamakesMembersofCongressmoreaccountabletoconstituents

�  76%saysocialmediaenablesthemtohavemoremeaningfulconversationswithconstituents.

UsingSocialforTargetedAdvertising

� Throughtargetedadvertisingonsocial,we’reabletopushoutourmessagestoakeygroupofuserswhowouldlikelybeinterestedinourcampaignmessages.

� Targetingonsocialismorenichethanothertactics,gettingasspecificaszipcode,politicalaffiliation,andavarietyofconsumerbehaviors.

�  Twitter-KnowingthatthemajorityofDCinfluencers(e.g.,MembersofCongress,Hillstaffandreporters)areprimarilyonTwitter,weusedacombinationoflocation,keywordandfollowertargetingtoensurewe’rereachingtheseusers,anduserssimilartothem.

�  Facebook-mostpopularsocialmediaplatform(79%ofonlineAmericans),weusedtargetedadvertisingonthisplatformtohitourpatientaudiencewithstrongstatsandcompellingvisualsthatwouldallowthemtoemotionallyconnectwiththeissue,andinturn,takeaction.

�  Messaging-AlsowantingconstituentstospeakdirectlytoMembersofCongress(andpotentiallyhaveatwo-wayconversationwiththem),wecreatedmessages,imagesandvideosthatspokedirecttoMembersofCongressandallowedconstituentstodothesame.

Page 6: Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate where to find you and WHY Know your goal Engagement Social Facebook Twitter Linked

8/1/17

6

AccordingtotheCongressionalManagementFoundation(CMF)’s#SocialCongress2015report,30orfewersimilarcommentsonasocialpostareenoughtogetanoffice’sattention.ByusingTwitter’sConversationalCardadunit,morethan25,000tweetsweresenttoMembersofCongress.

Thisunitallowsbrandsandorganizationstogiveusersspecificmessagesviapre-populatedtweetsandhashtags–anewwayofgettingaconversationstartedsurroundingatopicyou,asthebrand,wantdiscussed.

�  Thousandsmoremessagesweresentviaotheradunits,however,thisunitwasthemostsuccessfulthatwetried.

�  ForeachtweetthatincludedaMemberofCongress’Twitterhandle,theyreceivedanotification(imaginewakinguptoseehundredsofthesamemessagebeingsenttoyoufromyourconstituents).

AccordingtoHubSpot,visualcontentismorethan40timesmorelikelytogetsharedonsocialmediathanothertypesofcontent.Oneoftheprimaryobjectivesofourhealthsystemreformcampaignwastogetusersengagingwithourcontent–eitherthroughhashtaguse,watchingvideosorsharingourcontent.Knowingthis,wecreatedavarietyofvisualcontentthatevolvedthroughoutthecampaignbasedonperformanceandrelevancy.Duetothequicknatureofthisdebate,wewereabletooptimizecontent,creativeandbudgetlevelswithinhours.

�  36,000–numberoftimesthecampaignhashtag(#ForOurPatients)wasusedsincemid-March.� Over5million–Numberofviewsofanimatedcontent(videos,GIFs)�  ~7million–Numberofengagementsandclicks(combined)ontheposts.

Garneringanoverallcampaignresultsrateofnearly3%,thiscampaignisagreatexampleofhowtousesocialmediaeffectivelyforadvocacy.

Constituentswereengaged,costperresultwaslowandexposuretotheorganizationwashigh.

�  AcrossTwitterandFacebook,thecampaignsawmorethan5millionengagementsonposts.

�  Campaignearnedanaveragecostperresultof$0.11,whichissignificantlylowerthantraditionaladvertisingplatformsthataverageanywherefrom$2.00-$20.00perresult.

Page 7: Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate where to find you and WHY Know your goal Engagement Social Facebook Twitter Linked

8/1/17

7

Questions?

SocialMediaAudiencesKellyRaskauskas|ConnecticutStateMedicalSociety

ReinforcePhysicianMessaging

� Reminders:membership,deadlines,events

� Memberpublications:asecond(orthird)biteoftheapple

� Advocacy:keybills,policy/regulatoryissues

Page 8: Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate where to find you and WHY Know your goal Engagement Social Facebook Twitter Linked

8/1/17

8

NotJustPhysicians

� Journalists� Otherhealthprofessions

� Legislators� Patientadvocates� Generalpublic

BuildRelationships

� Members/hospitals/groups� Journalists/media� State&federalagencies� State/localhealthnonprofits,FQHCs� Electedofficials� Affinitypartners

Shareandtag

Page 9: Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate where to find you and WHY Know your goal Engagement Social Facebook Twitter Linked

8/1/17

9

ShowSomeLove

StateAgencies,Non-profits

ElectedOfficials

Page 10: Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate where to find you and WHY Know your goal Engagement Social Facebook Twitter Linked

8/1/17

10

AffinityPartners

EveryoneIsaPatient

HaveFun**Foragivenvalueoffun

� Graphics� Holidays� Health

Page 11: Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate where to find you and WHY Know your goal Engagement Social Facebook Twitter Linked

8/1/17

11

AlwaysSayThankYou

Questions?

Page 12: Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate where to find you and WHY Know your goal Engagement Social Facebook Twitter Linked

8/1/17

12

SocialMediaatConferencesAllisonLundberg|AmericanAcademyofHospiceandPalliativeMedicine

5FunandEasyConferenceSocialStrategyTips

1.   UtilizeSocialtoTakeAudienceQuestions

2.  MakeYourFollowersFeelVIP

3.   ShowcasetheSocialActivity

4.   IncentivizeYourAudience

5.   Pre-SchedulePosts

UtilizeSocialtoTakeAudienceQuestions

Page 13: Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate where to find you and WHY Know your goal Engagement Social Facebook Twitter Linked

8/1/17

13

TakeAudienceQuestions

Letthembeheard

TakeAudienceQuestions

Letthembeheard

OurTwitterProsonasidestagemonitoring#hpmqquestionstoaskourplenaryspeaker

TakeAudienceQuestions

Letthembeheard

Page 14: Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate where to find you and WHY Know your goal Engagement Social Facebook Twitter Linked

8/1/17

14

MakeYourFollowersFeelVIP!

MakeyourFollowersFeelVIP

Reservethemaseat!

MakeyourFollowersFeelVIP

Givethemasticker!

Page 15: Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate where to find you and WHY Know your goal Engagement Social Facebook Twitter Linked

8/1/17

15

MakeyourFollowersFeelVIP

Givethemasticker!

ShowcasetheSocialActivity

ShowcasetheSocialActivity

Wall

Useasocialmediawallprovidersuchas:-  Strea.ma-  TweetMonsters-  Tweetwall

Getitsponsored!

Page 16: Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate where to find you and WHY Know your goal Engagement Social Facebook Twitter Linked

8/1/17

16

ShowcasetheSocialActivity

Wall

ShowcasetheSocialActivity

Wall

IncentivizeYourAudience

Page 17: Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate where to find you and WHY Know your goal Engagement Social Facebook Twitter Linked

8/1/17

17

IncentivizeYourAudience

Givethemmotivation!

AttendeeswhodownloadedourmobileapporfollowusonTwitterwerealertedtoPopUpSurprisesforfreegiveawaysandtreats!

IncentivizeYourAudience

Givethemmotivation!

Pre-SchedulePosts

Page 18: Amping Up Your Social Strategy - cdn.ymaws.com...Determine your focus Find your audience Communicate where to find you and WHY Know your goal Engagement Social Facebook Twitter Linked

8/1/17

18

Pre-SchedulePosts

SaveYourTimeOnsite

ByusingHootsuite,wewereabletopre-scheduleover83tweetsthroughouttheconference.Thisallowedonsitestafftoletsocialmediatakecareofitselfandattendtoothermatters.

Questions?