Social Media for Family Physician Advocacy and Recruitment
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Opportunities for FAFP in Social Media Leslie Bradshaw Director of Engagement | New Media Strategies October 24, 2009
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This is a presentation that I gave to the Florida Academy of Family Physicians in Jacksonville, Florida on October 24, 2009. The content is a general introduction to social media theory, with an emphasis on how the elements of community, authenticity, family and intimacy found in social media directly correlate to family physicians. Additionally, FAFP has been engaging younger doctors through their Facebook page and are looking to take this to the next level.
Transcript of Social Media for Family Physician Advocacy and Recruitment
Opportunities for FAFP in Social Media
Leslie BradshawDirector of Engagement | New Media Strategies
October 24, 2009
Why?
Advocacy works because real people are behind what is being said – the same goes for social media.
Real people listen to real people.
Information will be passed when the source is known and trusted.
You
Target
Targets
Creating New Relationships and / orDeepening Current Relationships Connecting on the Phone
and / or Over Email
Connecting in Person
YouFriend
Leveraging Relationships
TAKES MINUTES: Adding Social Media to Your Tool Belt
TAKES DAYS: Operating without Social Media Connecting in Person
Connecting on the Phone and / or Over Email
Social media expedites and extends nearly every action.
It’s like sending something FedEx next day, but without the extra charge.
It’s like being in print, on TV and radio in a single move.
Key Audiences
Organization / Spokesperson
Key Audiences
Two-WayOne-Way
Organization / Spokesperson
NewsletterNewsletter
Social media is a logical extension of what we’ve been doing for centuries.
The technology and medium has changed…
…but the same driving need to connect, learn, express, share and interact has not.
(In other words, tweets are the new hieroglyphics…)
(... Facebook is the new front porch…)
(… blogs are the new newspapers...)
(… and YouTube / Hulu / Netflix are the new TVs / movie theaters.)
More good news:
We all own the means of publication.
Where?
Skim Paper during News
Media Time Out
Morning Lunch Midday Commute Evening
Undivided Attention
Sta
te o
f M
ind
MorningTalk
Shows Check Headline
s
TV on in background
AM Radio
Radio During
ride home
Background TV during
dinner
* Source: National Journal Group
Media Consumption in 2003
Glance at magazine
s
Search the Web
Radio durin
g drive
Weather
Online
Undivided Attention
Sta
te o
f M
ind
Media Time Out
Morning Lunch Midday Commute Evening
Morning TV
Scan Late-Night emails
Skim email &
Watch TV in office lobby
Watch YouTube or Hulu
Email & social
networking
Skim blogs at
lunch
Check email
Radio during
commute
News and sitcoms during dinner
Emails before bed
Read before
bedMobile
at stopligh
ts
* Source: National Journal Group
Media Consumption Today
Social search is the future.
Users want accurate, trusted and real-time results for their search queries.
That’s why Microsoft bing, Twitter, Facebook, FriendFeed and Google are doing deals.
Search
Social Media Community
Content
SocialSearch
When?
YouTube expands rapidly,
acquired by Google
Facebook overtakes
MySpace in unique
monthly visitors
1996
184 million blogs
counted
worldwide
1999 2001 2004 2005 2006 2008 2009
Wikipedia is most popular reference site
online
Twitter is #3 most-
visited social
network
Blogging
rises in
popularity
Social Bookmarking
takes off
The first hosted
blog tools launched
First online
bookmark
launched:
iList
2010
anonymity transparency authenticity intimacy ?
?A: Translucency.
Q: What’s next?
Who?
64% of doctors 64% of doctors are now using are now using smartphonessmartphones
83% of doctors 83% of doctors watch video watch video clips onlineclips online
Target Your Audience on Facebook
Social Media Skews Female
Source: InformationisBeautiful.net
How?
“[Users] make their credibility-based decisions about the people or organization…
…based upon the overall visual appeal.”
Stanford Persuasive Technology Lab, 2002
The more you publish…
…the more you appear.
(but make sure to make it good)
Organization’s Website
How Search Engines Rank Content
VIDEO / PHOTO1. Lasting Resource2. Emotional Connection3. Ranks Well in Search Engines
SOCIAL NETWORKING1. Strong WOM2. Trusted Sources3. Easy to Consume4. Positive Peer Pressure5. Drives Traffic
MICRO-BLOGGING1. Fast-Paced, Real-Time2. Influencing the Influencers3. Early Warning System4. Social Search5. Drives Traffic
How to Build an Integrated Strategy
Blogger Engagement Traditional Media(Events, PR & Media Buys)
How to Make an Impact
Publish early and often. Create efficiencies by uploading photos to Flickr, tag for optimization (terms and people) and populate website via Flickr gallery.
Social media should be a part of every strategy. From communications and PR, to operations and recruitment. Allow social media to be the omnipresent gift it wants to be for every facet of your organization.
Empower your people. They tell your story in a way that no one else can. Get them comfortable with the medium, get them organized and in sync… and then let them test, measure and recalibrate.
Closing
You get out what you put in. Social media is a like a pet, not furniture. Nurture, don’t walk away.
The marketplace is now a conversation. Are you listening, do you have a voice? And like with any conversation, listening is key.
To make it work in the long run, you need infrastructure. In order to circulate your content and maximize what social media has to offer, you need to have a plan and multiple pathways. Start slow, integrate and don’t over-commit.
You Give
You Get
Reduce transaction costs. Go further, faster with your target audiences.
Bypass mainstream media. Write your story, publish your own content.
Go big, go small. Unprecedented ability to scale and target.
“Social media is bringing back humanity to all digital life.
We are no longer users, consumers, shoppers.
We are people again.”
ReadWriteWeb, January 2009
Appendix – Case Studies
March 19Jay Leno Show
“I bowled a 129. … It’s like – it was like Special Olympics, or something.” - President Obama
“I bowled a 129. … It’s like – it was like Special Olympics, or something.” - President Obama
March 20Story explodes
Organic Interest:• Media & Blog Stories: 7,000+• Twitter Posts: 10,000+
Organic Interest:• Media & Blog Stories: 7,000+• Twitter Posts: 10,000+
“The president made an offhand remark making fun of his own bowling that was in no way intended to disparage the Special Olympics.” - Spokesman Bill Burton
“The president made an offhand remark making fun of his own bowling that was in no way intended to disparage the Special Olympics.” - Spokesman Bill Burton
March 31Special Olympics launches social media campaign with help from NMS
Results:• 3.8 million Impressions • 55,000 Facebook users • 10,000+ Pledges • 16,000 video views• 100+ blog posts• 1,200 Tweets
High-Profile Twitter Placements:• John Mayer• Rosalind Wiseman• Chicago Tribune• Fox5 (lead to on-air)
April 1 - TodayConversation continues…
Tactics Results
• Simple, enjoyable content Simple, enjoyable content • Gave online audience an asset to shareGave online audience an asset to share
Raised over 400,000 liters of waterRaised over 400,000 liters of water
• 25 high-value blog posts25 high-value blog posts• 191,489 impressions191,489 impressions
Media Media SharingSharing
BlogsBlogs
Social Social NetworksNetworks
TwitterTwitter
• 110 targeted Facebook ads• Facebook group: 2,100+ members
Contact Leslie
Leslie A. Bradshaw
Email: [email protected]
Longer form writings, thoughts: http://lesliebradshaw.com
In the moment: http://twitter.com/LeslieBradshaw
Friends, family, colleagues: http://Facebook.com/LeslieBradshaw
Digital CV: http://LinkedIn.com/in/LeslieBradshaw
Industry PowerPoints: http://slideshare.net/LeslieAnn44
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