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NHPCO PR/Marketing/Development Section Chat – Social Media August 2013 Social Media 101 Why should you care? • Social media is a great way to increase exposure and increase traffic to your website • The largest growing group on social media sites is women between the ages of 35 and 45 • The primary decision maker for hospice is the female caregiver in her 40’s Source: Cultural-Based Social Media presentation from LiveWorld Social Media 101 Most Popular Sites: 1. Facebook 2. Blogs 3. Twitter 4. LinkedIn - YouTube, Pinterest, and Podcasting are the 2013 venues for growth Source: 2013 Social Media Marketing World Conference Social Media 101 What do you do? 1. Be personal and create an authentic connection 2. Know your audience and create content that is meaningful for them – What is most important to your audience? 3. Create brand personalities (Red Bull and Nike are examples) 4. Define the outcome for the audience you want to reach Source: 2013 Social Media Marketing World Conference Social Media 101 “Have the courage to be yourself and it will be ok.” Mark Schaefer, author of The Tao of Twitter and Born to Blog Where Do I Start? 1. Website is KING (absolute focal point of all online marketing) 2. E-mail marketing is not dead, it’s alive and well, and incredibly under-utilized as a marketing tactic – “The most effective use of social media is to help capture email addresses for further engagement.” 3. Content management is greatest key to success – Need to produce enough content – Need to produce the kind of content that engages – Focus should be on creative content (Coca-Cola is an example) Source: 2013 Social Media Marketing World Conference Blogs • Collect ideas constantly; bullet points are ideas, you can always write the entire article later • Wordpress and Tumblr are great for blogs • Schedule time to write each week • You need an editorial calendar • You have to post what the audience wants • Have influencers contribute to your blog Source: 2013 Social Media Marketing World Conference Facebook • Create an engaged community – friends • Drives the most visitors to your website than any other platform • Implement the 40/40/20 rule – 40% fluff (photos w/ quotes) – needs to be what people will repost/share – 40% content in category (surrounds what you do or the purpose of your blog) – 20% is who you are and what you do Source: 2013 Social Media Marketing World Conference Twitter “Twitter provides small, consistent interactions that lead to brand discovery and customer relations.” Mark Schaefer • An invitation to learn more about your brand • Twitter is the most powerful way to get targeted connections, so how do you do this: – Share meaningful content – Don’t follow just anyone, choose the followers that can derive value – Authentic helpfulness – have a content strategy and a network strategy, build your audience continually Source: 2013 Social Media Marketing World Conference Linked-In • Huge potential for recruitment • 200+ million active and engaged members with a purpose to gather insights and network • Higher quality network vs. FB fans and Twitter followers • Search capabilities • Get to 200 followers Source: 2013 Social Media Marketing World Conference Pinterest • “Pinterest has the potential to drive more visitors to your website than any other platform besides FB.” Beth Haydon, author of Pinfluence: The Complete Guide to Marketing Your Business with Pinterest – How to do this? Pin and link to blog or content rich website. – Create photo badges (title of blogs or resources) – PicMonkey.com is a site you can use – Use Pinterest to show personality and values of your company • To set up a business account, go to Business.Pinterest.com • Pinterest now has analytics! • Check out our page: http://pinterest.com/ehospice/ What is the ROI? Align your goals with metrics: 1. Brand awareness (reach and impressions) 2. Lead generation (conversions and sales) 3. Customer retention (net promoter score) What you should measure 1. Cost per impression 2. Cost per site visitor 3. Cost per engagement What is the ROI? You need the following to get started: 1. Engagement software (Hootsuite - $9.99/mo.) 2. Google Analytics 3. Marketing automation (Marketo - $1,995/mo.) 4. CRM (Salesforce.com - $125/mo. unlimited users) 5. Total cost is approximately $2,149.99/mo. Source: 2013 Social Media Marketing World Conference Resources 1. Fascinate, author is Sally Hogshead – http://sallyhogshead.com/ 2. Return on Influence, Born to Blog and The Tao of Twitter, author is Mark Schaefer 3. http://www.chrisbrogan.com/ (Chris Brogan) 4. Pinfluence: The Complete Guide to Marketing Your Business with Pinterest, author is Beth Haydon 5. http://www.socialmediaexaminer.com/ “We encourage people to live, really live, before they die. People think that hospice is about dying, but it’s really about celebrating life.” ~ Betty Bulen, Founder of The Elizabeth Hospice Questions? [email protected] www.elizabethhospice.org @ThElizabethHosp