Know Your Audience: Social Media Planning
•Télécharger en tant que KEY, PDF•
6 j'aime•1,355 vues
Know your audience. Using demographics and research to build your social media plan for healthcare.
Recommandé
Contenu connexe
Tendances
Tendances (19)
Similaire à Know Your Audience: Social Media Planning
Similaire à Know Your Audience: Social Media Planning (20)
Dernier
Dernier (20)
Know Your Audience: Social Media Planning
- 1. Know Your Audience Designing a New Media Platform that Appeals to a Targeted Demographic Jamey Shiels Director Social Media & Digital Communications
- 2. About Aurora • Integrated health system • Eastern WI & Northern IL • 15 hospitals, 90 clinics and 75 pharmacies • 29,000 employees • Social media program launched summer 2008
- 3. Agenda
- 4. Agenda • Utilizing demographic statistics to formulate a strategy for success
- 5. Agenda • Utilizing demographic statistics to formulate a strategy for success • Which social media channels are best for targeting specific demographics
- 6. Agenda • Utilizing demographic statistics to formulate a strategy for success • Which social media channels are best for targeting specific demographics • Applying traditional marketing methods into social media strategies
- 7. Utilizing demographic information to formulate a strategy for success David
- 8. Utilizing demographic information to formulate a strategy for success David
- 9. Utilizing demographic information to formulate a strategy for success • Clarify Goals • Research • Define Metrics • Build a plan David
- 10. Clarify Goals • Patient satisfaction • Engagement • Growth
- 11. Clarify Goals • Patient satisfaction • Engagement • Growth
- 12. Clarify Goals • Patient satisfaction • Engagement • Growth
- 13. Clarify Goals • Patient satisfaction • Engagement • Growth
- 14. Demographic Research • Internal utilization • Market research • Keyword research • Listening platforms • Platform specific Spring
- 20. Define Metrics • Define the 'R' in ROI • Awareness • Interaction • Conversion • Build to your metrics • Analyze and evolve Alfresco.co
- 23. Social Media Channels For Targeting Specific Demographics • Micro-content • Social networking • Video • Blogs • Patient communities
- 30. Patient communities • Target communities that support goals • Research communities to identify audience and needs • Deliver content, tools and information that is valuable
- 31. Applying traditional marketing methods into social media strategies • Print • Direct mail social • In-store market • Word of mouth public internal
- 34. Formulate an Integrated Strategy • Goals guide approach • Research and demographics guide strategies and tactics • Measure success/failure and evolve Meet patients where they are then develop content and interactions that join patient needs and brand wants
- 35. Thank You www.aurorahealthcare.org www.Twitter.com/aurora_health www.facebook.com/aurorahealth www.linkedin.com/in/jameyshiels
- 36. Targeting in Action Aurora Baycare Sports Medicine Institute
- 37. The Challenge • Highly competitive market • Engaged audience • Specific goals
- 38. • Utilizing demographic statistics to formulate a strategy for success • Which social media channels are best for targeting specific demographics • Applying traditional marketing methods into social media strategies
- 39. Goals • 15% increase in referrals • Increase awareness for service offerings • Build affinity with target audience
- 40. Research • Existing patient utilization • Keyword analysis • FB insights
- 41. Metrics • Clear calls to action • Total fans and growth by quarter • Click through traffic • Increased site traffic to events • New appointments
- 42. • Utilizing demographic statistics to formulate a strategy for success • Which social media channels are best for targeting specific demographics • Applying traditional marketing methods into social media strategies
- 43. Program • Facebook fan page to engage target audience in where they are • Content strategy providing relevant health and wellness information • Twitter to distribute information and drive awareness • Video for athletic and performance information to drive interactions • Search engine optimization and marketing • Mobile
- 45. • Utilizing demographic statistics to formulate a strategy for success • Which social media channels are best for targeting specific demographics • Applying traditional marketing methods into social media strategies
- 46. Integrated Communications • Social media program announced via traditional methods • Direct mail • In-store displays and flyers • Email
- 47. Results • 800 Facebook fans in three weeks • Increase in facility visits • 14% Increase in site traffic for events