Social Media - your marketing plan, your advantage
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A 30 minute presentation I gave to the Freddie Mac Diversity Showcase on July 17, 2012 in McLean, VA. This overview of social media was designed to help understand what social media is and how it can be used to create a competitive and innovative edge.
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Social Media - your marketing plan, your advantage
- 1. Social Media: your marketing plan, your advantage Presented to the Freddie Mac Diversity Showcase July 17, 2012
- 2. About me • Director, Digital Marketing & Communications, Inova Health System • Advisory Board Member, Mayo Clinic Center for Social Media • Social media consultant for more than 100 business nationwide
- 3. Quick poll… How many of you have…? 3
- 4. You’re not alone… 4
- 5. Why are we doing this?
- 6. Social media makes sense (for people and for business)
- 7. I feel sorry for traditional media • Bad timing “All the news in the NYT is at least a day old” • One-way conversation • Very expensive $114,174 • Not personal
- 8. I feel sorry for traditional media • Badthe news in- the NYT is at least a day old” “All timing • Very expensive - $114,174 • Not personal - • Broadcast 8 8
- 9. Myth #1: Social media is just another form of marketing
- 10. The Truth:
- 11. How social media is different “...social media is a blending of technology and social interaction for the co-creation of value...” – Wikipedia • Two-way participation • User-generated content • Transparency • Credibility • Trust • Online “communities of interest”
- 12. Joe Public Doesn’t Care
- 13. Social media establishes relevance Building trust throughout the Continuum of Care”
- 14. Social networks are how we connect Communities of interest are why we connect
- 16. Myth #2: Social media is only about socializing 16
- 17. The truth: • 43% of news sharing is done through social media • 27% of ‘Frequent Sharers’ responsible for 87% of all news shared online http://cnninternational.presslift.com/socialmediaresearch
- 18. Maintaining credibility via social media • Ongoing participation • Develop a social media policy • Educate employees • Rely on your culture and values
- 19. Myth #3: I don’t have time for social media (and it doesn’t work)
- 20. Social media crises - a growing concern • A crisis issue that arises in or is amplified by social media • Stems from the exposure of: • Poor customer experiences • Poor influencer relations • Violations of ethical guidelines Social Business Readiness: How Advanced Companies Prepare Internally - Altimer Group, Aug 2011
- 21. Crisis Communication Social Media Strengths Strategies Respond quickly and accurately Real-time communication Two-way communication from Be transparent & accessible multiple platforms Address perceptions Relevant communications Leverage existing relationships Expanded reach Relationship and engagement Manage residual perception building
- 22. How do you find the time? • “Sip” - use Twitter as a real-time communications tool (10-15 minutes/day) • “Dip” - use Facebook/YouTube to promote relevant information (30-60 minutes/day) • “Bathe” - use blogs/Facebook for separate communications (7-10 hours/week)
- 23. Create a social media plan • Aligned with: • Marketing efforts • PR efforts • Customer service • Be relevant • Create a policy • www.inova.org/socialmedia
- 24. Identify quick wins • Start with one thing • Determine what to measure • Measure your efforts • Rinse and repeat (or improve)
- 25. Questions? Chris Boyer @chrisboyer www.christopherboyer.com chris.boyer@gmail.com
- 26. Bonus Myth: Social media is only for young people
- 27. The truth...