Healthcare Social Media

• Social media is about building a relationship with an audience and starting a two-way dialogue between a company and its customers.
• Marketing becomes a multi-dimensional discipline that is about receiving and exchanging perceptions and ideas.
• Leading to stronger loyalty, deeper customer understanding.
• Become more predictive.
• Better customer experience.
• Showcasing expertise.
• Build a channel to experts and influencers.

• Add interactivity to a Website

• Brand and Anti-Brand management

• Brand loyalty enhancement

• Build fanbases

• Connect with social influencers

• Crisis management

• Develop a virtual social world presence

• Discover important brand trends

• Engage customers and potential customers

• Harvest customer feedback

• Market to consumers

• Reputation management

• Social Shopping

The telephone and email network is based on the Metcalf model (named after Bob Metcalf, one of the inventors of the Internet) and this is a “many to each other” model. This model allows everyone in the group to connect with everyone else. Because any member of the group can contact anyone else in the group, the total number of potential contacts is 20 squared, or 400.

4 steps of social media:

• Listening
• Join
• Participate
• Create

Listening is the most important step. People online are always mentioning and commenting about a company and its products, so all one has to do is listen. Even if a healthcare sector company does not choose to participate in the discussion itself, it will discover valuable information about the company by just listening.

1. Monitor for buying indication terms and then replying with helpful links.

2. Listening for recommendation requests and, once found, sharing helpful links.

3. Listen for discussions of a product or category and provide web links.

4. Share relevant web content with prospects.

5. Discover relevant blogs and ask for backlinks.

Once the discussion has been joined, then it is time to participate in the community. Participating includes replying and posting to online forums and blogs, reviewing products and services and bookmarking sites that are like-minded.

The following methods can be used to increase participation:

1. Ask readers to sign up for an RSS feed

2. Answer all questions and share peer referrals

3. Feature community members on your site

4. Share customer stories

5. Ask influencers to share web links

6. Interview an influencer for web content

7. Have an influencer guest blog

8. Help an influencer write content about the brand

9. Share products with influencers for feedback and web content.

Social Search is the behavior of retrieving and searching on a social searching engine that mainly searches user-generated content such as news, videos and images related to search queries on social media like Facebook, LinkedIn, Twitter, Instagram and Flickr.

Probably the most democratic form of all UGC, collaborative projects enable the joint and simultaneous creation of content by many end-users. Within collaborative projects, one differentiates between wikis–—that is, websites which allow users to add, remove, and change text-based content–—and social bookmarking applications–—which enable the group-based collection and rating of Internet links or media content. Collaborative projects are interesting because they allow:

• Thought leadership
• Quality backlinks
• Human-based classification
• Dead links
• Main source of info for consumers

On May 3rd 2017, the BBC reported that the Chinese government will be creating its own Wikipedia. Officials said more than 20,000 people have been hired to work on the project, which will feature 300,000 entries at about 1,000 words each. It will take the state into direct competition with local companies that have launched their own online encyclopaedias - such as Baidu and Qihu 360, as well as with Wikipedia as well. Their goal: "not to catch up, but overtake."

Blogs, which represent the earliest form of Social Media, are special types of websites that usually display date-stamped entries in reverse chronological order.

• Diary
• News service
• Collection of links
• Collection of images
• Book reviews
• Product reviews
• Photographic record
• Vlog

• Share: disseminate photos and behind the scenes info about your business. Even better, give a glimpse of developing projects and events. Users come to Twitter to get and share the latest, so give it to them!
• Listen: regularly monitor the comments about your company, brand, and products.
• Ask: question your followers to glean valuable insights and show them that you are listening.
• Respond: reply to compliments and feedback in real time.
• Reward: Tweet updates about special offers, discounts and time-sensitive deals.
• Demonstrate wider leadership and know-how: Reference articles and links about the bigger picture as it relates to your business.
• Champion your stakeholders: Retweet and publicly reply to great tweets posted by your followers and customers.
• Establish the right voice: Twitter users tend to prefer a direct, genuine, and, of course, likable tone from your business, but think about your voice as you Tweet. How do you want your business to appear to the Twitter community?

These exist for a wide range of media types, including text, photos, videos, and PowerPoint presentations. In general, users are not required to create a personal profile page or, if one is required, only basic information is needed. The main objective of content communities is the sharing of media content between users. Content maybe king, but conversion is certainly queen.

Dubbed the “king of social engagement” by Forrester Research, the top brands on Instagram are seeing a per-follower interaction rate of 2.3 percent, which far surpasses the engagement rate these brands are seeing on both Facebook (0.2 percent) and Twitter (0.02 percent).

Influencer marketing, which leverages the power of a social media “influencer” (i.e. Instagrammer, YouTuber, blogger, or vlogger) to expose a brand or product to the influencer’s large follower base - which can number in the thousands or even the millions - is one of the most effective ways companies can organically target an engaged audience and increase brand awareness.

Adding videos and presentations to a website is also a great way to drive traffic to it. One of the most important things to remember is to update content often. This is probably the single most important rule of SEO, it gives the search engines a reason to keep coming back to your site with strong content. It's adding interactivity as well.

• Promote chats
• Provide customer service
• Collect feedback
• Communicate w/ a team
• # campaigns
• Facebook connect
• Facebook payments
• Facebook Market

To increase a company’s fan base, Facebook recommends doing the following:

• Encourage visitors to “like” your page.
• Partner with other brands or local organizations: this can promote viral sharing of customers between businesses.
• Expand the reach of your posts: when you mention a person or an organization in your posts, be sure to connect to them in a post so that your post will automatically appear on their wall.
• Use social plugins on your website: Installing a “Like” box on your homepage or on your newsletters will drive people to your Facebook page.
• Encourage physical check-ins at your business: these posts will appear in a customer’s News feed, thereby providing more exposure for your business.
• Promote with ads and sponsored stories.
• Be careful with Facebook ads.

Recently, a psychologist Michal Kosinski developed a method of analyzing people’s behavior down to the minutest detail by looking at their Facebook activity. Psychometrics, sometimes also known as psychography, is a scientific attempt to ‘measure’ the personality of a person.

Openness -- how open are you to new experiences?

Conscientiousness -- how much of a perfectionist are you?

Extroversion -- how sociable are you?

Agreeableness -- how considerate and cooperative are you?

Neuroticism -- how sensitive/vulnerable are you?

With these five dimensions, you can determine fairly precisely what kind of person you are dealing with—her needs and fears as well as how she will generally behave. For a long time, however, the problem was data collection, because to produce such a character profile meant asking subjects to fill out a complicated survey asking quite personal questions. Then came the Internet. And Facebook. And a man named Kosinski.

In 2008, with a fellow Cambridge student, Kosinski created a small app for Facebook called MyPersonality that asked users a handful of questions from the Ocean survey and they would receive a rating, or a “Personality Profile” consisting of traits defined by the Ocean method. The researchers, in turn, got the users’ personal data, which soon amounted to millions and millions of people. It was, literally, the then-largest psychological data set ever created.

In 2012, Kosinski demonstrated that from a mere 68 Facebook likes, a lot about a user could be reliably predicted: skin color (95% certainty), sexual orientation (88% certainty), Democrat or Republican (85%). Level of intellect, religious affiliation, alcohol-, cigarette-, and drug use could all be calculated as well.

As Kosinski continued refining his model, he discovered that with a mere ten “likes” as input, his model could appraise a person’s character better than an average coworker. With seventy, “it could ‘know’ a subject better than a friend; with 150 likes, better than their parents. With 300 likes, Kosinski’s machine could predict a subject’s behavior better than their partner. With even more likes it could exceed what a person thinks they know about themselves,” which is a pretty frightening thought.

Unlike user-generated brand communities, where brands are often unwelcomed, these online brand communities "revealed that brand content contributions on their brand offerings and interactions with consumers’ content contributions were appreciated by the community.”

“These consumer-brand interactions, functional and otherwise, fostered emotional bonding between the members and brands—because the brand has become individual and approachable, and the boundaries between consumer and brand interactions have somewhat blurred,” Jones and Huang conclude.

Users can subscribe to Periscope broadcasts by people, businesses and brands they follow on Twitter, and then receive notifications every time someone starts broadcasting. The exciting bit…followers can type real-time messages to the broadcaster and others watching, or ‘heart’ the stream to show their appreciation.

Virtual worlds are platforms that replicate a three dimensional environment in which users can appear in the form of personalized avatars and interact with each other as they would in real life.

The second group of virtual worlds, often referred to

as virtual social worlds, allows inhabitants to choose their behavior more freely and essentially live a virtual life similar to their real life. As in virtual game worlds, virtual social world users appear in the form of avatars and interact in a three-dimensional virtual environment; however, in this realm, there are no rules restricting the range of possible interactions, except for basic physical laws such as gravity.

Three main characteristics:

• The ability for users to interact with each other in real time.
• the ability to fully customize a virtual self-presences in the form of avatars.
• Ability to explorer the v-environment in a three-dimension world with avatars.

Within virtual worlds, there are shopping malls, college universities, beaches, cinemas, museums, nightclubs business conferences, consumer market events, university classes and lecturers, and different training sessions have been held in Second Life, including some recruitment fairs.

https://www.facebook.com/BaMeR-173515692663490/

To increase participation:

• Ask readers to sign up for an RSS feed
• Answer all questions and share peer referrals
• Feature community members on your site
• Share customer stories
• Ask influencers to share web links
• Interview an influencer for web content
• Have an influencer guest blog
• Help an influencer write content about the brand
• Share products with influencers for feedback and web content.

The Internet creates a potentially permanent record of people’s alleged or actual actions that is readily accessible throughout much of the world. Online damage to one’s reputation can translate into offline harm. A business reputation that has been built over decades can be destroyed in, literally, minutes.

Decide what you want to track—define the “keywords” relating to your company that you want to track in online conversations, including:

• Company name
• Company website address
• Names of products
• Names of senior employees and directors
• Names of close competitors
• Common expressions—e.g., “[Company] sucks”, “company is great.”

Set up accounts on free social media monitoring tools, including Google Alerts, Social Mention, Whostalkin.com, Hootsuite, Trackur, Viral Heat, Scout Labs and Vocus, BackType, Blogpulse, Monitter, Tweetbeep, Wholinkstome, BoardTracker, and Naymz.

Set up your own social media accounts. A service like knowem.com allows businesses to search over 500 popular social networks, over 150 domain names, and the entire USPTO Trademark Database to instantly secure a brand.

Engage—How you respond to comments and posts made about your company is purely up to you, but there are certain rules of thumb:

◦ Act quickly—Misconceptions can be snubbed out instantly with quick and factual replies. Blog posts and forum comments can remain in search engine results forever, so you need to make sure your viewpoint is there too.

◦ Be nice—the first instinct might be to get defensive and emotional, but let clearer heads prevail. Try and reason with detractors and understand where they are coming from. By showing that you’re listening, you’ll win respect and support from others.

◦ Be pro-active—when industry-specific discussions arise, get involved early and often.

In her article How Your Content Strategy Is Critical for Reputation Management, Rebecca Lieb argues that, “Monitoring—and addressing—online reputation issues boils down to search engine optimization. Creating, disseminating and promoting strong, credible, positive content is pretty much the only weapon at a marketer’s disposal.”

Have a crisis management plan ready to go before you are hit with a crisis, because when you're get bombarded from all sides with vitriolic content, it's going to be very difficult to keep a clear head to counter the negative stories. Bad news goes viral instantly and, as any good lawyer will tell you, it often becomes seen as truth if it is not countered immediately.

It’s also critically important that all online content and digital communications be optimized for search. This includes PR, marketing, and investor relations, as well as any other digital content available on the web, anywhere. Optimized text, images, audio, and video results in more content in search engine results pages.

Chinese companies regularly hire writers to disseminate fake stories so follow comments closely and counter them with facts and truth aggressively.

“Social

shopping is

a slang phrase used

to describe networked

shopping. In electronic

commerce it refers to

consumers who use social networking services and sites

to share their latest purchases, deals, coupons, product reviews, want lists, and other shopping finds. Some people may use affiliate links when they write

about shopping and products

on social spaces including Facebook, Twitter and other

social networking

services.”

Healthcare

Twitter sentiment

Highly effective programs are driven from the customer's perspective. They focus their efforts first on the customer experience--building brand affinity and ensuring customer satisfaction--before expecting customer loyalty.

Highly effective programs are driven from the customer’s perspective. They focus their efforts first on the customer experience—building brand affinity and ensuring customer satisfaction—before expecting customer loyalty.

Broaden customer touchpoints

• Sign up via mobile devices via hosts
• Create social media groups
• WeChat access to patron points
• Mobile coupons

• Use Analytics to Promote Cross-Channel Behaviors
• Use Analytics to Improve Customer Service
• Use Analytics to understand slot placement
• subsegment a customer population and identify key drivers for attrition
• Use Analytics to improve customer retention

Turn customers into brand advocates by offering exceptional customer experiences.

• Casinos can harness social media conversations to listen, analyze, publish, and engage with its customers, on a 1-to-1 basis.
• Know what your customers say about you across all digital channels, who is listening to them and stitch that information to customer profils.
• Understand online customer behavior and navigation by capturing every website interaction across all your online properties.
• Deliver well-timed, personalized offers by acting on customer behavior--such as website abandonment or certain navigational paths--in real time.

Broadcast network is based on a ‘one to many’ model (e.g., old TV advertising). It is the Sarnoff network model (after David Sarnoff, the broadcasting legend). A hypothetical Sarnoff network with 20 viewers has a score of 20.

The Reed network model is a “many belong to numerous networks” model. If you take the same group of 20 people in a social situation, a “Reed network generates a score of 2 to the power of the node”, which generates a network score of over one million people.

• Social media is all about adding value to communities of customers and prospects by providing interesting content.
• Capture a customer’s social ID to get a sense of who they are.
• Use Facebook likes to gain a customers' psychological profile: O.C.E.A.N.

Once a healthcare sector company has built itself an online brand by listening, joining and participating, it is time to create its own content. The company will now have an audience to share its content with and they will help the company spread its content far and wide.

In their book Marketing Communications: Integrating Offline and Online with Social Media , P.R. Smith and Ze Zook show just how powerful social media marketing can be.

Medium

Snapdish

Million Moments

Twitter was alight with hashtags tracking the deteriorating conditions at the festival and there was a considerable uptick in the usage of the term “schadenfreude.” Instagram had hashtags of its own, full of dispatches from attendees detailing the less-than-exemplary festival experience on the ground. YouTubers uploaded vlogs documenting conditions and mishaps.

The absurd pitch deck Fyre Festival organizers presented to investors to get $25million for disastrous Bahamas island event which they billed as 'the cultural experience of the decade'

Amid reckless and negligent errors in festival planning, Fyre Festival reached music fans and would-be festival goers and had them interested enough to pay anywhere from $450 to $250,000 for access. For a first-year festival, it’s no small feat, and much of the success came down Fyre Festival’s influencer marketing efforts with models and influencers on Instagram.

Projected to be a $5-10 billion market by 2020

Issuu

SEO

Sunsilk #wigout

wikigrabber

• Customer service channel
• Demand predictor

Content

Communities

Blogs

Collaborative Projects

In China, millions tune in every night to watch karaoke performances, comedy skits and talk shows. For every sixteen-dollar bouquet of virtual roses that a fan throws on stage, the performer keeps about five dollars; YY gets almost all of the rest.

YY has 92 million monthly active users and more than a million channels.

Limit exposure: limit risk: great marketing

"A ghost town," the New York Times has called it...

• # campaigns
• Sell last minute tix
• Customer feedback
• Moments campaigns

But it's Google and having a presence here helps SEO rankings enormously.

Virtual Social Worlds

Social Networks

Virtual Game Worlds

Understanding customer behavior

Your business constraints will affect your marketing programs. But how? No need to guess; find out for sure. True analytical optimization lets you accurately predict the effect that constraints will have on your overall contact strategy so you can avoid over- or under-contacting customers, exceeding your budget, etc.

Patron Worth

Customer Acquisition

Reputation Management

Loyalty Methodology

Moderation

Rewards & Content

Rules Engine

Deliver points, discounts, reminders, digital content, sweeps, contest entries and more, fricitionlessly and in real-time

Moderate posts for UGC quality, consumer profiles, and pick rewards before conversion

Define and apply rules, what rewards economy, geofencing, frequency, influence and more

Many people enjoy the simplicity of signing into websites with their social ID and once a company’s marketing department can associate the patron’s customer account with his or her social media account, a whole new world of customer interaction – and service – is possible.

Automation

Messaging

Data & Analytics

Listening

Automate responses, rewards and converson at scale and in the moment

Acquire social identity tied to customer records. Measure reach, impressions, conversion rates and more

Define and listen for triggers such as photos, hashtags, keywords, topics, likes, video, views pins, comments, links, sharing, check-ins, geo-posts, and more on social and messaging channels

Smart mail, social and messaging responses from your brand based on campaign and user criteria as well as language translation

Hootsuite

Tweetdeck

Gramblr is also a great place to find followers.

Automation

Social Shopping

A product page will include things like tweets about the product, user reviews, pricing and, in some cases, a buy button.