A strategic

social media

plan for AIMIS

Ana Boa-Ventura, Ph.D

AIMIS | Program Manager for Latin America

Joining the social media

conversation

Goal

s

Marketing AIMIS to prospective members;

Leveraging the general public’s engagement with AIMIS; Establishing AIMIS’

online reputation and trust*;

Benc

hmar

ks:

defin

ing…

Desired outcomes: more customers; greater engagement;

and recognition of partners

(and company) as ‘influencers’. Main goal to increase # of

contracts by at least 20%. in one year.

Benc

hmar

ks:

mon

thly

mea

sure

men

ts

Blog- Increase page views Increase at least 20 new page views per month;

Increase of “likes” on Facebook

50% increase from previous month

After 500 plateau > 10% increase;

Increase in number of followers on Twitter

25% increase from previous month

After 250 plateau of 250 > 5% increase;

Increase in number of followers on Pinterest

5% increase from previous month

After 250 plateau > 5% increase;

Google+ Increase CTR (Click-Through Rate) by 10%

compared to previous month

Increase in number of followers on Instagram

10% increase from previous month

After 250 plateau > 5% increase;

YouTube- Increase “subscribers”

Increase at least 5 new subscribers per month;

Socia

l med

ia &

“old

” m

edia

(em

ail,

prin

t) Email, print, PPT: include icons / links to our social media presence in all email communication, printed articles, Powerpoint presentations.

It’s a

ll abo

ut

qual

ity o

f con

tent

… Generate / recycle content

that is: Relevant and Valuable Impacts stickiness “Worth – Content” to share

The

plan

for

Face

book

Audience growth through # of

likes and # of posts shared

Share engaging content, videos Develop “features”

(biweekly animated topics)

Create polls Promote events Engage with influencers (‘like’accredited individuals in

the field) 3 posts weekly

The

plan

for t

he

webs

ite b

log

Short term objectives: Boost recognition ; Divulge interesting projects /customers– in

the form of STORIES as encapsulated

information. Add social share buttons Boost engagement Create content that is likely to be shared .

Hence, posts should include pictures

Encourage comments, forum pages, etc. −

Add social share buttons

2 posts weekly Key Metrics: # of posts # of social shares Audience growth - unique and returns

Inbound links

The

plan

for

Twitt

er

• Promote short, concise content

through Twitter • Segment influencers according

to company’s areas and create

lists • RE-tweet influencers’posts• Listen to pertinent conversations

on what are now trends in

laparoscopic surgery and MIS.

• Build reputation • 5 tweets/ retweets weekly

The

plan

for

Linke

dIN

Increase “brand awareness”

Identify other groups to

follow and that can participate Encourage employees’

participation Monitor and participate in

Q&A 3 posts weekly

A weekly schedule for content creation

FBde

mog

raph

ics

FBde

mog

raph

ics

By Income 77% of adults who make less than

$30,000 use Facebook. 74% of adults who make between

$50,000-$74,999 use Facebook.

72% of adults who make over $75,000

use Facebook. 69% of adults who make between

$30,000–$49,000 use Facebook.

Twitt

erde

mog

raph

ics

Linke

dIn

dem

ogra

phics

AIMI

S ON

YO

UTUB

E NO

WOnly 4

subscribers

We need to brand Youtube channel cover

Last video from 5 years ago

AIMI

S ON

Lin

kedI

n NO

W

Last post March 2015Branding

needed

Only 34 followers

AIMI

S ON

Go

ogle

+ NE

W

Also Google maps & Google business

Identify *circles*

AIMI

S ON

Sl

ideS

hare

NEW

Also Google maps & Google business

Identify *circles*