Social Media Day (Healthcare Edition)

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May 24, 2014 Healthcare DIGITAL MARKETING WORKSHOP (Saturday) | Solitaire, Crowne Plaza, Rohini

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Transcript of Social Media Day (Healthcare Edition)

Page 1: Social Media Day (Healthcare Edition)

May 24, 2014

Healthcare

DIGITAL MARKETING WORKSHOP

(Saturday) | Solitaire, Crowne Plaza, Rohini

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ABOUT BUZZOOKA

ü  Pioneers in Social Media Education

ü  The Only Company in India Where Client Servicing Co-Exist with Training

ü Winners of ‘Business & Service Excellence Award’ & Nominated in ‘Pearson Global

Awards’

ü  Accredited by Google & Facebook as Premier Agency

ü Have Delivered more than 2000 hours of Social Media Training across India

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SCHEDULE Wave 1: Introduction to social media (Understanding the medium | How to prepare the Game

plan)

Wave 2: The mighty Facebook (How to prepare a strategy | How to execute it)

Wave 3: Twitter: The 140 character Magic (How to use twitter to get the buzz right)

Wave 4: LinkedIn

Wave 5: Google: The Mother of All Digital Marketing Channels

Wave 6: YOUTUBE- Google’s Blue eyed boy | Google (Videos & Beyond)

Wave 7: E-mail Marketing (Turn your data into potential Customers)

Wave 8: Mobile marketing (Digital marketing 3..0 | The next big thing)

Wave 9: Conclusion (Activity Winner Announcement | Feedback | Certificate Distribution)

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SOCIAL MEDIA

You still think it’s a FAD ?

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WEB 1.0: HOW IT USED TO BE

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WEB 1.0: HOW IT FUNCTIONED

Publishers Publishers Publishers Publishers

Websites – Organized Content

Users Users Users Users

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WEB 2.0: IT’S SLIGHTLY DIFFERENT

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WEB 2.0: HOW IT FUNCTIONS

Publishers Publishers Publishers Publishers

Websites – Organized Content

Users Users Users Users

Social Media Platforms

Users Users Users

Users Users Users

Websites – User Generated Pages & Content

Social Tools

Viral  Effect  

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SOCIAL MEDIA IN INDIA

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FACEBOOK

93,000,000 USERS

(93 Million)

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TWITTER

33,000,000 USERS

(33 Million)

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LinkedIn

22,000,000 USERS

(22 Million)

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Pinterest

7,000,000 USERS

(7 Million)

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CONVENTIONAL VS DIGITAL

Digital media has outscored every other

marketing medium in terms of ROI

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WHAT MAKES IT DIFFERENT

ü  User Oriented

ü  Dialogue not monologue

ü  Measurability

ü  Hostility

ü  Always alive

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THE HOSTILE SIDE

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Healthcare and Social media- Statistics

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INDUSTRY RELATED STATISTICS

81%

of Healthcare brands are expecting to increase their investment in social media over next 3 months

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Mentions of Healthcare related keywords happen every Day

INDUSTRY RELATED STATISTICS

22,000,000

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of the participants discussed Health even during Elections through Twitter

INDUSTRY RELATED STATISTICS

45%

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465 m Selfies triggered with Healthcare related Hashtags so far

INDUSTRY RELATED STATISTICS

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91%

of global Internet users research products on Healthcare online

INDUSTRY RELATED STATISTICS

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HOW PEOPLE ARE SHARING CONTENT

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MAX HEALTHCARE Social Media Presence:

Ø 1,30,194 fans on Facebook

Ø 2,300 followers with 2,300 tweets on Twitter

Ø 100 video uploads on Youtube

Ø 190 pins and 10 boards on Pinterest

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MAX HEALTHCARE Customer Engagement Strategies:

Ø Pink Connect – A Breast cancer initiative

Ø Enlighten – An interactive forum for obesity and bariatric

treatment

Ø Bundle of joy – An interactive forum about parenting

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Social Media Presence :

Ø  20,08,996 fans on Facebook.

Ø  27,900 followers with 19,000 tweets on Twitter

Ø  More than150 video uploads on Youtube, which includes

àFirstAid

àPatient Testimonials

àChairman Speak

àApollo Hospitals Initiatives

APOLLO HOSPITALS

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Customer engagement strategies:

Ø  Facebook contests with chances to win vouchers and exiting

merchandise

Ø  The Health Quiz (launched on 31st August 2012)

Ø  Celebrating 5 lakh fans campaign on Facebook

APOLLO HOSPITALS

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FORTIS HEALTHCARE Social Media Presence:

Ø  1,43,000 fans on Facebook

Ø  3,930 followers with 3,903 tweets on Twitter

Ø  More than 250 video uploads on Youtube 

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FORTIS HEALTHCARE Customer Engagement Strategies:

Ø Facebook application to fix an appointment with a doctor anywhere in India

Ø Daily medical tips

Ø Fortis Balloon Pop challenge on its Facebook page

Ø Posts of cartoons depicting human body facts in Twitter

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THE MIGHTY FACEBOOK

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FACEBOOK MARKETING ESSENTIALS

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FB MARKETING TIPS & TRICKS

Step 1: Listen

Top 7 (seven) tips and tricks

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FB MARKETING TIPS & TRICKS

STEP 2: DEFINE GOALS

Top 7 (seven) tips and tricks

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FB MARKETING TIPS & TRICKS

Step 3: Target your audience

Top 7 (seven) tips and tricks

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FB MARKETING TIPS & TRICKS

Step 4: Know Your Tools

Top 7 (seven) tips and tricks

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FB MARKETING TIPS & TRICKS

Step 5: Choose your Tonality

Top 7 (seven) tips and tricks

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FB MARKETING TIPS & TRICKS

Step 6: Identify Key Influences

Top 7 (seven) tips and tricks

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FB MARKETING TIPS & TRICKS

Step 7: Monitor your stats & Keep updating the strategy

Top 7 (seven) tips and tricks

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HEALTH & FACEBOOK Health Quiz: Launched on 31st August 2012. Objective: To bolster the health awareness of users and to engage them with Apollo

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HEART & FACEBOOK

Marathon on World Heart Day: The campaign was initiated on ‘World Heart Day’ Objective To increase awareness towards the prevention of heart diseases and awareness of its contributing risk factors A part of Apollo’s ‘Billion Hearts Beating’ National campaign Results : More than 3,000 likes on the Facebook page in just 2 weeks 400 Online Registrations via Facebook

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THE BOUNCE BACK STORY Max India “Meri Bounce Back Story” Objective: To increase brand awareness, connect with the audience and create engagement “Write-a-story” contest on Facebook Allows user to share their success stories in like and the best story chosen by users will be the winner. Daily prizes like Ipod shuffle, designer bags, guitar A grand prize of a weekend spa getaway tickets for two at Ananda Spa in the Himalayas Results: Increased brand awareness and customer engagement.

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TWITTER - THE NEXT BIG THING

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MYTHBUSTING  1.  Is Twitter even important to my business?

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MYTHBUSTING 2.   Is my ideal customer even on Twitter?

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MYTHBUSTING 3.  Can you actually sell yourself on Twitter?

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MYTHBUSTING  4.  How do I get more followers?

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MYTHBUSTING 5.  How do I find TARGETED people to follow?

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MYTHBUSTING 6.  How often should I tweet?

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MYTHBUSTING  7.  Should I connect my Facebook and Twitter account?

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MYTHBUSTING 8.  Who should I follow back?

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MYTHBUSTING 9.  How do I get more retweets?

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HEALTH IN 140 CHARACTERS

Customer Engagement in Twitter:

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LinkedIn – You cannot miss this!

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Google: It all started here!

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SOCIAL MEDIA & YOU TUBE

CLEVELAND CLINIC https://www.youtube.com/watch?v=cDDWvj_q-o8 Strategy: Establish Emotional connect and increase Brand visibility Positioning: A brand which understands and cares for their patients. Children’s Hospital at Dartmouth-Hitchock https://www.youtube.com/watch?v=lnG3MKos87A Strategy: Establish a connect with Parents through Children Highlights: Trending motivational hit song of Katy perry with children and hospital staff performing to engage audience

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SOCIAL MEDIA & YOU TUBE Vanderbilt Heart institute: https://www.youtube.com/watch?v=9onCgh5DyDM Strategy: Establish employee engagement and increase Brand visibility Highlights: A better employer-employee relationship, The visibility of the physicians got better in the outside world, and so the customer-hospital relationship

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YouTube MARKETING TIPS & TRICKS #1: Create compelling videos.

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YouTube MARKETING TIPS & TRICKS #2: Make your video findable.

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YouTube MARKETING TIPS & TRICKS #3: Brand your YouTube channel.

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YouTube MARKETING TIPS & TRICKS #4: Post a bulletin and alert your friends and subscribers.

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YouTube MARKETING TIPS & TRICKS #5: Leverage other social media platforms.

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THE FORMULA

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EMAIL MARKETING

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EMAIL MARKETING OBJECTIVES

ü Boost sales

ü Generate leads

ü Strengthen relationships

ü Increase website traffic

ü Build brand loyalty

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ü  Attractive Landing Page

ü  Avoid long query forms- no one likes to type/share un-necessary information

ü Offer freebies & Downloadable to Induce subscription

ü  Subscription list management for efficient and relevant mailing

ü  Email Engine with unsubscribe functionality & other compliances

ü  have a clear and concise privacy policy that details how you will treat your customers’ personal

contact information.

ü  Respect Policies & Rules of Email Marketing

ESSENTIALS OF EMAIL MARKETING

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ü Do a detailed competitor analysis

ü Carefully select ‘from’ & ‘Subject’ Line

ü Create a professionally designed edm

ü ‘Less is more’- keep your message brief & crisp

ü Personalize your email messages

ü Sound human- keep it casual

DRAFTING THE RIGHT EMAIL

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ü Keep a tap on open rate and don’t spam them the same e-mailer again

ü Identify an interested customer by maximum open features and time one

spent looking at mail

ü Keep a close check on bounce rate

ü Capture the interest of your community.

ü Have a campaign graph handy for demographic comparison

MEASURE IT RIGHT

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MOBILE MARKETING – Digital Marketing 3.0

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ü 165 million users by 2015

ü Rs. 198 average monthly expenditure on internet.

ü 77% use internet for social networking

ü India is second biggest android user group in the world

FACTS ABOUT MOBILE INTERNET USERS

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ü Mobile Website

ü Mobile apps

ü QR Code marketing

ü SMS Marketing

MOBILE MARKETING ESSENTIALS

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JOURNEY SO FAR

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CLOUD-STAFF

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WHAT ARE WE EXPERT AT

S SOCIAL MEDIA SERVICES

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WHAT ARE WE EXPERT AT

W WEB SERVICES

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WHAT ARE WE EXPERT AT

A Online AD Buying

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WHAT ARE WE EXPERT AT

M Mobile and wap

enabled services

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WHAT ARE WE EXPERT AT

B Brand Management

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COMPANIES WE HAVE SERVED

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COMPANIES WE HAVE SERVED

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COMPANIES WE HAVE SERVED

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COMPANIES WE HAVE SERVED

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COMPANIES WE HAVE SERVED

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COMPANIES WE HAVE SERVED

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COMPANIES WE HAVE SERVED

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COMPANIES WE HAVE SERVED

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COMPANIES WE HAVE SERVED

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COMPANIES WE HAVE SERVED

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Flagship Digital MEDIA WORKSHOP

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FEED US BACK

Share your feedback at

www.buzzooka.in/workshop/feedback

THANK YOU

BUZZOOKA INFOMEDIA PRIVATE LIMITED #402 Jackson Crown Heights, Crowne Plaza, Sector-10Rohini Delhi-85