Strategy, Tactics, Planning & Measurement@MakalaJohnson

Definitions

Strategy: Reaching out to whom and why

Tactics: When and how to connect

TO CHOOSE TOOLS:

Strategy

Strategy development involves:

Identifying audience(s) Who do you reach now? Who do you want to reach?

Clarifying goal(s) What do you want your audience(s)to know/learn/do?

Developing message(s) What do you want to convey?

Strategy Reality Check

Audience(s) Identified accurately and precisely? Accounted for differences within groups?

Goal(s) Where do we want to be? By when? Achievable? What/who is in the way? Success measurable?

Message(s): Clear and jargon-free? Actionable?

Tactics

Crafting tactics involves: Knowing how your audience learns Discovering where your audience is online Identifying optimal times to connect

TrackMaven: Best Times to Post:http://slidesha.re/1o9buki

Tactics Reality Check

Learning Style Visual/Auditory/Kinesthetic? Special Needs

Online Location Desktop/Laptop/Tablet/Smartphone

Timing Life/work schedule Calendar considerations/Seasons

Best Practices

Develop a strategy and craft tacticsbefore choosing social media tools.

Start with this:

To avoid this:

Lesson 1…

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Inefficiencies are opportunities with flashing lights…

Best PracticesIntegrate social media across all platforms –

website, e-newsletters, email blasts, print, direct mail, etc.

Style and tone consistent across platforms Each platform invites engagement with

every other platform

Strategy Document: The Plan

Goals: Aligned with organization’s mission; include timeline

Resources: Human, technology, $$ Measurement: To reduce

uncertainty about strategic decisions before and after

Douglas W. Hubbard, How to Measure Anything: Finding the Value of

“Intangibles” in Business

Measurement only matters when making or evaluating decisions.

For every decision, you have a chance of, and cost for, being wrong.

But thorough planning and measurement, even when not strictly necessary, saves time and effort if you need to make the case later.

Developing Your Plan

Start with your job, your organization’s mission or a key organizational strategy. What were you hired to do? Why does your organization exist? What has leadership identified as key to

future health/success? How can social/digital tools help you

achieve these goals?

Measuring Value…

Quick cost and benefit analysis:

Cost of shooting and editing: <$200 Cost of storage and distribution: $0 Value: NG pts/yr x % self-service x minutes/pt x

$/hr/60 = Value of time saved Increase in patient satisfaction & word of

mouth

What can you measure?

Lesson 2: Look beneath the metrics surface…

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Lesson 3…

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…Industry best practices are only guides.

Metrics should be actionable!

Facebook – Likes vs. Engaged

Facebook – Post Frequency vs. Daily Unlikes

0 1 2 3 4 5 6 70

5

10

15

20

25

30

35

40 Daily Unlikes

Daily UnlikesLogarithmic (Daily Un-likes)

Other Measurements to Improve Performance

Types of content that generate engagement Time(s) of day Custom short domain clicks Post length, number of hashtags

Conversions

How do these actions translate into: Appointment requests Enrollment in educational courses Inquiries about joining clinical trials

Questions?