Building Community

with Blogs & Social Media

Dan Dunlop, Jennings

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Moving From Superficial To Meaningful

Audience engagement through communities of shared interest.

How do you act in a community? What are the benefits of a community? What do you expect from a community?

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Is there a market for consumer engagement around health issues?

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The Data

According to Pew Internet Research, 80% of women on-line are seeking health information for themselves or those they care for. However, research shows only 66% of women believe health care marketers understand them.

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“Women have multidimensional roles that make marketing to the 50-plus woman especially complex, unless you dig deeper and recognize what’s truly motivating her."

Carol Osborn, PhD, Co-author of Vibrant Nation: What Women 50+ Know, Think, Do and Buy

A Higher Level of Engagement

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“As long as women feel safe in a community, they will feel free to express their personal viewpoints which adds authenticity and attracts other women ‘like them’, increasing a community’s value,”

Toby Bloomberg, Founder of the Diva Marketing Blog and recognized by Forbes as a top social media blogger.

The Role of Community

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Changing Marketing Environment

End of One-Size-Fits-All Marketing – we are speaking to communities of shared interest

Social media platforms as strategic tools - targeted, meaningful

Rise of the ePatient Changing consumer expectations

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What should you expect from your marketing team?

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Marketing as Community Building

Fundamental Change:

Community Building

From Storyteller……to community builder & facilitator…

…and content

generators/curators

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Marketing “with” Women

Rethink what you think you know about marketing and advertising

Market “with” rather than market “to” Engage and allow for conversation Communicate shared values Must feel authentic Provide value via the relationship

How do you enrich her life? Sense of community - belonging

Community Building

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Social Networks & Psychology

Supreme community building tools The psychology of social networking:

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Hive Marketing

Brings together individuals with a shared interest (moms, for example)

Allow them to share their passion Feed them info that confirms their decision

to support the brand Give them a forum to express their support Activating them when needed

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A tool your marketers need to use:

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Community Allows You To Learn From Your Constituents; these are listening and learning platforms.

Important Vehicle for Segmenting Your Audiences

You are not speaking to a homogenous group Engage segments of your customer base by

creating vehicles that speak to them specifically

“Social media will prove to be the nail in the coffin of the one-size-fits-all customer experience model.” Robert Wollan & Nick Smith

Mommy blog, dad blogs, women’s blog… 15

The Case for Segmented Social Media

What’s more likely to encourage engagement? Hospital’s main Facebook page Dedicated Facebook page for women’s health

issues, pelvic health or pelvic floor disorders Same has proven to be true for cancer

patients and bariatric patients

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This is Every Hospital

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Their Facebook Page: Not About Pelvic Health

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Blogs as Community-Building Tools

Every Woman Blog

27,000 visits last year (first full year) 518 comments 247 posts to date

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Video: The Motivation Behind The Trend

Video: The Motivation Behind The Trend

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Signature Moms Blog

42,010 visits in 2012 73,000 visits since inception 1,425 subscribers added in 2012

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El Camino Hospital Pelvic Health

Patient Blogs: High Point Regional Health System

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http://www.nbcnews.com/id/9889617/

Are there women who would be interested in blogging about their experiences with your

organization?

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Getting Started

Considerations when starting a blog: The more the merrier! Use the Swedish Medical Center model:

physicians, nurses, allied health professionals, patients and family.

Work to build community among your bloggers: blogger events, social media training, etc.

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Conversations are taking place with or

without us

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3,000+ Blogs; 55 million readers

Connecting on a Human Level

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Tragic & All Too Common

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Video.Connect on a human level.

Signature Physicians

http://mysignaturephysician.com Dr. Tutasi Waters Dr. Katrice Larece Dr. Rosa Bermudez Emmanuelli Compilation Video

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ONLINE COMMUNITIES.

Creating Your Own Community

Private Facebook Groups

Ning Start your own

group on a platform like Inspire.com

Microsoft’s SharePoint

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My Ning Community

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Cross Promote Your Community

First, manage expectations. Slow growth is normal.

Tools for cross promoting your community: Website Social media platforms Signage within your facility! Handouts for patients QR codes in your exam rooms.

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Community Lifecycle

Inception/Initiation Invite members to join Help to initiate and sustain discussions Encourage habit of visiting the site frequently to keep up with

conversations Invest time in building relationships with members

Establishment Supply regular stream of content Facilitate conversation Organize events and interaction Resolve conflict Community-building tactics

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Community Lifecycle

Maturity Provide focus and direction Promote the community within its sector Set growth and retention goals Set ongoing goals and visions for the community

Self-Sustaining/Mitosis If the audience is large enough, begin investigating the

establishment of sub-groups Train leaders of sub-groups Promote and support sub-groups

Source: FeverBee 61

Remember the Hive

Attract people with shared interests Make them feel welcome Encourage them to tell their stories and interact Feed their interest with good information Position your organization as a resource with a

shared passion for the subject Let them become your ambassadors, telling

your story and inviting others to the hive.

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Dan Dunlop, Jennings ddunlop@jenningsco.com Twitter: @dandunlop & @JenningsHealth Linkedin:

http://www.linkedin.com/in/dandunlop Blog:

http://thehealthcaremarketer.wordpress.com