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8/3/2019 Tackling Social Media Marketing
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TACKLING social media marketing
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w.w.w. facts
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· 4 of the top 7 highest‐traffic websites (Facebook, YouTube,
Wikipedia, and Blogger) are social media websites
· Two‐thirds of the global internet populaCon visit social networks
· More than half of all people in the U.S. over 12 have set up
a social media profile
·With over 400 million users, if Facebook were a country, it
would be the 3rd largest country in the world
· TwiNer now has 110 million users and is adding 300,000 a day
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LISTEIG
What’s being talked about on
the world wide web of people?
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What are all these people talking about in
YOUR SETOR via the following plaorms?
In BLOGS
On TWITTER
GOOGLE SEARHES
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On TwiNer Ann Handley of Marke/ngProfs.com tweeted her 100K + followers and asked:
“Which hospital is your favorite on TwiNer?”
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TWITTER USERS LOVE MAY LII!
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WHY?
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Mayo linic TwiNer Account:
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Link to KATIE RIDE FOR LIFE @Sharing My Experience at Mayo linic
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Link to Mayo linic menCon on tech websiteMashable
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Link to lecture AD web
index for ‘GI Problems’
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St. Jude hildren’s Hospital19,224 TwiNer followers
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Mount Sinai Hospital5,073 TwiNer followers
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Plaorms
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TwiNer
ommunicate with TwiNer ommunity
Inform ‐ Receive Feedback
Disseminateews ‐ Links to video, websites
onduct Research by Asking TwiNer ommunity
Increase Web Search Visibility
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Google AdWordsMost searched topics
SEARH WORD: fetal treatment
Note the number of global searches UCSF had per month related to ‘fetal treatment’
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Blogs
1. Establish experCse and credibility
2. Make you a resource (go‐to source)
3. reate a dialogue4. Develop new relaConships
5. Increase search engine visibility
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Fresh ontent Each blog post adds fresh content to your website. This invites the
search engine spiders back to your site to crawl it. Each :me your website is crawled is another
chance to rise in the rankings for your keywords.
Increased Search Engine Rankings Not only do you have more opportuni:es
to rank with each blog post, but each blog post can also rank according to its own merits. Every
blog post is considered a separate web page by the search engines. As such, each blog post canrank for a separate keyword phrase.
Linkbuilding Because you can link to your website pages from your blog, you can drive
up those pages in search engine rankings using powerful link anchor text (clickable text.)
Blogging and Search Engine Visibility
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* Links that point to your site from sites other than your own. Inbound links are an important asset that willimprove your site's PageRank.
*
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* IndexA search engine's database in which it stores textual content from every web page that its spider visits.
*
G l d Bi
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BLEDED SEARH RESULTS
• Standard web pages
• Videos
• Images
• ews stories
• Maps
• TwiNer Tweets
Search Results Include:
Google and Bing
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There IS a Blended Search
SUPERSTAR...
SUPERSTAR
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VIDEO OTET = 50 X more likeliness
to appear on 1st page of Search results!
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US San Francisco Fetal Treatment enter
A LOOK
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Remember this?
There IS a reason why USF Fetal Treatment enter has a prevalent online presence.
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THEIR WEBSITE IS LOADED WITH
IFORMATIO O FETAL THERAPY
ODITIOS AD TREATMETS
They appear to be the foremost experts
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Let’s take DH for example
Th ll
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They appear really
good at this stuff...
• “First insCtuCon to develop fetal
surgery techniques for DH”
• 12 videos on Youtube/site about
DH related topics
• ase study
... even though they’re no expert in fetal therapy
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1,426 views 2,567 views 1,061 views
Example USF Videos about DH
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While the center can tout neither outcomes
nor innovaCon in TTTS, approached themas the go‐to source for to shed light on the
condiCon...
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Immediate HA HPM online video presence:
1. Aggregate exisCng videos on Youtube and
other relevant video sharing sites
2. Evaluate producCon of Flip recorded video series
3. Tweet links4. Blog about subjects, links to videos
5. Tweet about blogs
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HA HPM Blog ideasPlay to Strengths
1. Storytelling and pictures with fetal therapy
2. Popular health concerns (based on web searches)3. ewly developing service lines (heart and spine center)
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EXAMPLE
First fetal surgery
paCent at HOPS
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Leading to feature story to blog about,
share via Facebook and add to website
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Internet = Professional Mixer
onsistent presence and engaging content
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What Is ontent?
“ontent (noun): Anything created and uploaded tothe web; i.e. the pages of your site; the thingsyou create as marke:ng (blog posts, videos,photos, whitepapers, podcasts); anythingpublished at outposts like Facebook, TwiGer,
LinkedIn group page.”
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“Anything an individual or organiza:on creates and
shares to tell their story.”
ontent Is
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Good contentis the soul of
who you are
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Engaging ontent and a Good Tag
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Is shared
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again and again
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So, the more
people who
engage withyour content,
the more
Cmes that
content isdisseminated
to each of
theircommunity
of friends
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Leading to
the source
to becomea valuable
resource
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Why: What goal is this aGached to?
What: What’s the story?
Who: Who’s the audience? The writer? The approver?
When: When will it be published? When will it be sunseGed?
Where: Where should it be published? Promoted?
It’s really not that overwhelming.
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reaCng an editorial calendar.
QuesCon 1
What’s the goal we’re trying to accomplish?
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QuesCon 2
Who’s our audience we’re trying to reach?
reaCng an editorial calendar.
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QuesCon 3
What’s the story we’re telling and what format will work best?
reaCng an editorial calendar.
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QuesCon 4
Is the content Cmely or evergreen?
reaCng an editorial calendar.
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QuesCon 5
Who’s creaCng the content, and how is geng implemented?
reaCng an editorial calendar.
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QuesCon 6
When will the content be published?
reaCng an editorial calendar.
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QuesCon 7
Who needs to approve this content?
reaCng an editorial calendar.
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QuesCon 8
Where will the content be published?
reaCng an editorial calendar.
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QuesCon 9
How will we promote the content?
reaCng an editorial calendar.
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QuesCon 10
What success metrics will we connect to the content?
Who is responsible for tracking/measuring?
reaCng an editorial calendar.
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QuesCon 11
When should the content be revised or archived?
reaCng an editorial calendar.
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OETRATIO
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DETERMIATIO
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FOLLOW THROUGH
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