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Online Communications & Social Media for RTO/ERO -- group health benefits focus

Social media 101 plus what we are doing with online communications now and in the future

renée mercuri

on 12 April 2011

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Transcript of Online Communications & Social Media for RTO/ERO -- group health benefits focus

social media engaging the RTO/ERO community through
online communications social media DAC medium message who? what? when? where? why? how? diagnose adapt change WEB PAGES...
Content is key, mostly it's been the domain of the initiated; connections are between information as opposed to users Although it might be difficult to believe, Web 2.0 is NOT necessarily about technology. It has everything to do with COMMUNICATION, specifically, a new communications approach and a new media mix.
Shared messaging
Videos & pictures
Social networking

Ultimately, it's about

Web 2.0 It's about building communities -- with our members, prospective members and the places they live and work.

It's also about building brands: organizational and personal. Who knows RTO/ERO outside the Provincial Office, local leaders and members who get involved?

Our biggest strength is our members and our District structure. How many average members do we hear from through this structure? How can we enhance this path?

Increasingly these members and prospective members are communicating through a keyboard. How can we ensure they get our message?

There will be positives and negatives using social media, but we will be able to spot them and respond.

RTO/ERO will be able to keep its finger on the pulse of public sentiment and our own membership. > It integrates with our traditional approach to communications.

> It is word-of-mouth for prospective and current members.

> We don’t always have control of the message BUT this is ok because we can listen to what’s being said and benefit.

> Social media can play a critical role in branding, marketing, our visibility but most important HOW WE INTERACT WITH MEMBERS. EVERYONE has the ability to be

a publisher
a broadcaster
a collaborator
a citizen journalist
an online personality Social media theory
applied to RTO/ERO Types of online communications,
including, but not limited to:
social media
social networking
instant messaging
online advertising Although a traditional, top-down approach is often applied
to online communications,
the nature of the Internet and the web favours
a grassroots, from the bottom-up, approach. Online communications = using the Internet to
communicate information for any purpose
(e.g. document sharing, marketing, surveys, watching TV) ... The key to social media is social networking with people Web 2.0 describes the changing trends in the use of WWW technology and web design that aim to enhance
collaboration and
functionality of the web.

Web 2.0 is about web interaction and the power of followers.

Referrals are key to success (e.g. comments, ranking, liking etc.). Social media are primarily Internet and mobile based tools, which turn communication into interactive dialogues. They make Web 2.0 reality. SOCIAL NETWORKING...
Content is repackaged & interfaced anyone can interact with the content MICROBLOGGING...
combines chatting, referrals, blogging, with a geographical context in 140 characters or less WEBSITE > good for consistent content & RSS:
contact info, location, maps
upcoming events
history, archives, constitution
online forms
membership, group plan details FACEBOOK is great for sharing content & generating discussion
links to articles, blogs, RTO/ERO site
informal polls
seeing degrees of separation TWITTER relies on buy-in, allows for exponential messaging -- it's all about interaction:
who you follow
socially aggregated news feed Know our audience!
Does our audience know us? What motivates a member? How do we get them to buy in? NOW! Did you know? RTO/ERO
More than 23,000 RTO/ERO members have an email address registered with us

10 - 50 new email addresses are being added to our member database EACH DAY

Since the new year, we've added more than XXXX email addresses for both new and existing members.

To this end, communications and membership staff are stepping up their efforts to gather member email addresses, with the help of Districts. CANADIAN BOOMERS & SENIORS

Baby boomers are set to retire in record numbers in the coming years. The number of Canadians aged 55 to 64 jumped by 28 per cent betwen 2002 and 2007 to 3.7 million.

According to Statistics Canada, although 29% of seniors aged 65 and older go online, this groups constitutes the fastest growing segment of new Internet usage.

According to Canadian Social Trends (by Stats Can), for both boomers and seniors, email was the most common use of the internet with seniors outpacing the younger demographic by 2% at 80 % penetration.

More valuable info: http://www.statcan.gc.ca/pub/11-008-x/2009002/article/10910-eng.htm Almost all of the prospective members we target have Internet access and an email address through their place of work. Examples include:
Google Apps
Wordpress There are many more tools, including ones for niche audiences and users... Credits and sources:
Anthony Marco "Social media and content creation" Prezi >http://prezi.com/dyl3up1iqmqb/socialmedia-and-content-creation/

CommonCraft.com videos on technology in plain English

Statistics Canada

Wikipedia Let's take a closer look at what RTO/ERO is already working on now. Drupal tools
Twitter & & Let's take a closer look at what we are building for the future. RTO/ERO blog(s)
Online forum
Online library
Wikipedia entry
LinkedIn presence How will using social media change our approach to recruitment, member relations, our group benefit plans, communications and marketing, human resources, budgets, political lobbying?

How do we all work together to get members to buy in?

How do we use social media to reach prospective members?

What content do our members and prospective members want to engage with? Finding the sweet spot... Questions for all to consider Sample posting schedule

Monday = miscellaneous
Tuesday = environment
Wednesday = weigh in on health
Thursday = technology
Friday = who to follow, miscellaneous BUT let's be realistic... Mark Zuckerberg, founder of Facebook said:

"When you give everyone a voice and give people power, the system usually ends up in a really good place. So, we view our role as giving people that power." Consistency and persistence -- refining our message, developing our audiences, engaging with people -- will develop followers.

Providing information people are looking for and opportunities for interaction will engage a large group like RTO/ERO. And we have to measure results. Types of posts
Media monitoring (headlines)
Know your RTO/ERO
Member blogs
Members in the news
Provincial Office news
W5H QUESTIONS Community engagement social media social networking community engagement ... Results include crowdsourcing, feedback from new sources and two-way communication streams. SOURCES...
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