Social Media For Sustainability Community of Practice #1

Developing a Social Media Marketing Strategy for your Health Community Center

Carlos Morales Social Media Specialist

The MayaTech CorporationMarch 23, 2017

Today’s Agenda1. Importance of Social Media Strategy2. Components of an effective Social Media Strategy

Plan3. Creating content to engage your audience4. Automating your social media campaigns5. Evaluating your social media success

Social Media Strategy

It’s a strategic plan for an organization or program that will incorporate Social Media into its business

Why is a Social Strategy Important

Developing Your Social Media Strategy

• Conduct a social media audit• Establish your healthcare center and/or program

goals and objectives• Develop a content strategy• Understand your Social Media Analytics• Building on your success

Conducting a Social Media Audit

Kick-Off Audit

• Which accounts are currently attached to your organization or program?

• How are they currently being used?

• Have they gone dormant?• Are they being used for spam?

• What are other health centers doing online?

• Which healthcare products or services are being talked about?

• What are the top phrases being used around your organization and your field?

Elements to Measure When Conducting Your Social Media Audit

1. Types of Social Media being used2. Frequency3. Content4. Engagement5. Evaluation

Creating Your Social Media Strategy PlanEstablishing Your SMART Goals

• Specific• Measurable• Attainable• Relevant

• Time Bound

Social Media Strategies – Example 1

Goal 1 - Create a social media presence of our health care program for our community of color of age

range 21-32 in New York City.• Objective - By April 14, 2017 Joe and Rachel (our team

members) will create a Facebook page focused solely on our HIV primary care

• Strategy - Create, Design and optimize Facebook page to promote our healthcare services.

• Tool - Facebook

Social Media Strategies – Example 2

Goal 2 - To increase awareness of our HIV services to the community of color in New York City via social media.

• Objective – By May 31, 2017, our Facebook page will have a fan base of 500 people by creating and posting relevant content for the community

• Strategy - Content about our health care services and Frequently Asked Questions about HIV primary care will be created specifically for our community and promoted on Facebook and its advertisement platform. There will be a minimum of 3 posts a day with call to actions and combination of text, graphics and video

• Tool – Facebook posts, Facebook ads and Facebook scheduler

Social Media Strategies – Example 3Goal 3 - To increase HIV testing among individuals who are at high

risk for HIV infection in Los Angeles and surrounded areas.• Objective - By May 2017, increase the proportion of people who

first learn about our organization’s HIV testing services via social media from 5 to 15 percent.

• Strategy - User-generated photo sharing campaign encouraging people to share inspirational photos of their reason for getting an HIV test and linking to our organization’s HIV testing information.

• Tools – Facebook and Instagram

Understanding Key Performance Indicators (KPI)

What do you want to accomplish?

KPI Measurements

Goal #1Build community

Measurable KPI# fans, followers or subscribers on your social channels

KPI MeasurementsGoal #2

Increase Engagement

Measurable KPILikes and Shares on Facebook

Retweets on TwitterRe-pins on Pinterest

Likes on YouTube

KPI MeasurementsGoal #3

Website visitors

Measurable KPI

New visitorsRepeat visitors

Time spent on website Time spent filling out forms

Developing a Content Strategy

Creating Your Content

• Create content based on location of target audience

• Be sure to share relevant and valuable content• Keep your brand’s voice consistent across all

channels

Content Marketing Analysis

• Who is saying what?• Where is this

conversation happening?• What is the sentiment?

Ways to Measure Social Media

Website Analytics

Who - People

Where from?

Content

Using Effective Social Media Automation

Do!• Fill up your social media content calendar• Find out the best time to post• Add a personal touch to your scheduled messages

How NOT to Use Social Media AutomationDon’t!• Use automatic direct messages• Treat scheduled messages as a one

size fits all tactic• Forget to analyze your scheduled

messages• Forget to read the articles you’re

automating

Social Media Strategy SummaryA well-designed strategy has the following pieces:

Step 1: Define your goals

Step 2: Know your audience

Step 3: Choose your social networks

Step 4: Find your voice and tone

Step 5: Pick your posting strategy

Step 6: Analyze and test

Step 7: Automate and engage

NEXT SESSION:

Social Media For Sustainability Community of Practice #2

Tuesday, April 27, 2017

WE NEED YOU!Participate as Health Center co-presenter.

Contact: Victor Ramirez,

P4C HIV TAC Collaborative Training Coordinatorvramirez@mayatech.com

Thank you for participating in this Webinar. We hope that you are able to find the information provided useful as you continue your P4C project. We ask that you take a few moments to complete

the feedback survey you will receive when youclose out of this webinar.

Thank you for participating in today’s webinar

If you have any additional questions, please email us: P4CHIVTAC@mayatech.com