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Emerging Trends in Social Media and Healthcare Presented by: Elissa Nauful - @ elissan - elissa@ballywhosocial.com

Emerging Trends in Social Media and Healthcare Presented by: Elissa Nauful - @ elissan - elissa@ballywhosocial.com. Data Point. Of the 74% of Americans with access to the internet, 80% say they have tapped it to research a health topic Pew Foundation Report: November 2012.

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Emerging Trends in Social Media and Healthcare Presented by: Elissa Nauful - @ elissan - elissa@ballywhosocial.com

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  1. Emerging Trends in Social Media and Healthcare Presented by: Elissa Nauful - @elissan - elissa@ballywhosocial.com

  2. Data Point • Of the 74% of Americans with access to the internet, 80% say they have tapped it to research a health topic • Pew Foundation Report: November 2012

  3. What does this mean? We are in the world of the ePatient

  4. Who’s Talking to You? • A little about me • A little about my perspective • My plan vs. your needs

  5. Let’s get a few things out of the way: • No one is a social media expert (well almost) • Mobile and social are changing the way we live, work and interact, it is changing the fabric of our society • Understanding the scope of both mobile and social is the first step to moving forward • Several large companies have done amazing in-depth studies on demo, mobile, social • Google • Nielsen • Experian • Adobe • Apptopia • Mashable • If you are a source/data geek good for you, look to the source for more in-depth analysis

  6. What is social media? • Social media has changed the way we live, work and experience the world • Here is an example of how social, mobile and interactions have changed our lives in just a few short decades

  7. Social Explained 1. Facebook is the most visited website (of all websites) 2. Facebook shares have the greatest influence on Google search rankings in the U.S.. 3. 53% of people recommend companies and products on Twitter. 4. There are 800 million active users on YouTube that spend an average of 15 minutes/day on YouTube 5. The average consumer mentions brands 90 times/week with family, friends and co-workers. 6. There are 5 million images uploaded to Instagram every day 7. The average user spends 89 minutes/month on Pinterest 8. 56% of people check Facebook daily 9. There are 120,000 tweets sent every second 10. The Google +1 button is used 5 billion times per day.

  8. The Social Spectrum

  9. The world is changing… The world has changed • What are the primary ways in which people gather and garner information? • How are search tools affecting our day to day interactions? • How much confusion is there about social media? • Is the age gap getting smaller?

  10. Social is Changing • Strategy is key overall and platform specific • Social touches every department • Social media and the delivery of communication in both use and engagement keeps changing. • How consumers use social media is evolving over time. • Social media takes roles in every organization from brand monitoring, social listening, brand engagement, customer service

  11. Social Reality

  12. How are consumers using social? • 33% of US consumers use social media for healthcare • They are using YouTube, Facebook and Twitter to find medical information, research, share symptoms, offer opinions about doctors, treatment and health plans. Source: PwC Health Research Institute

  13. What are people sharing?

  14. Is what is posted, trusted?

  15. Social Sharing

  16. What might you get?

  17. What makes social important? Medicare Population

  18. Social Media Use: Medicaid Population

  19. Currently have no insurance

  20. Consumers Value Information and Services

  21. SocialOrganizations

  22. Point of Research

  23. Healthcare and Social

  24. HospitalUse

  25. PhysicianUse

  26. Unique Use

  27. Opportunities

  28. Opportunities in Digital • Listen to brand sentiment • Drive awareness for services via robust platforms • Drive enrollment through digital/social strategy • Customer support • Delegate and engage spokespeople • Reach a new audience for health education • Understand patient care and dynamics • Drive engagement • Decreased costs • Drive Outcomes

  29. Mobile is Critical

  30. Google’s Think Mobile Study • 81% of smartphone users access the Internet on their mobile devices • 59% use the Internet on their phones while waiting • 43% would give up beer if they would otherwise have to give up their smartphones Source: Google Think Mobile with Google 4.2011

  31. Don’t leave home with out

  32. What do they choose?

  33. Social Evolution

  34. How are people connecting? Connections in order of use: Computer -3% y/y (but still at 94%) Mobile Phone +9% y/y Tablet +13% y/y Others: Handheld music player, gaming console, internet TV, ereader Source: The Social Media Report Nielsen 2012 The State of Social Media

  35. Message me, no IRL

  36. How is social evolving • We don’t just do one thing anymore • Social is not just for marketing push messages, it is a robust tool for customer service and client care

  37. Customer Care and Social Care 1 in 3 social media users prefer social care to contacting a company by phone. On average 47% of social media users engage in social care. Where are they going? FB pages Official Company Blog Twitter YouTube Non-company blogs Source: The Social Media Report Nielsen 2012 The State of Social Media

  38. How is social evolving marketing • The most effective form of advertising is? • Well social makes that infinitely more powerful • Knowledge is power…and shoppers are increasingly reaching for information AS THEY SHOP • We are nowhere close to seeing the lead for where social media will take us

  39. More Data Points • More women than men spend time on social networks on both PC and Mobile • More time is spent on PC’s for the 18-24 demo and more mobile time is spent by 25-34 demo than any other age or platform • African Americans spend the most time on social networking via PC and Hispanics spend the most time on mobile Source: The Social Media Report Nielsen 2012 The State of Social Media

  40. Social Demographics

  41. So you know none of this matters right?

  42. If you don’t convert them • So let’s talk ROI • Adobe gave a wonderful list in their tactics for digital marketing impact • Prioritize Optimization • Use data to tell the story • Optimize conversion with video • Optimize all mobile channels • Optimize social engagement Source: Adobe 2012 Digital Marketing Optimization Survey

  43. What are you measuring? Excellent question. Let’s dive deep. But before we do…let’s ask this.

  44. Tips for making social work for your demo • Understand who they are • Understand why they are coming to you • Understand where else they are going • Understand if they don’t stay, why • Understand why they keep coming back • Understand why they leave • Understand all the ways they got there

  45. Concerns for Healthcare in Social Media • Integration SM data and analytics into organization • Measuring effectiveness/ROI • Education of internal team on social media • HIPPA • Staffing and Teams • Complaints • Time

  46. Platform Review

  47. Social Media Facts • Facebook has the greatest impact on purchase behavior (47% up from 24%) • From 2010 to 2012 the percentage of Americans following any brand on social has increased from 16-33% • 54% of FB fans access it via mobile • 23% of FB users check in 5 or more times per day • 76% of Twitter users now post status updates, showing they are not only using it, they are active • 58% of Americans have a “social habit” • 800,000,000 visitors to YouTube each month Source: Socialnomics

  48. Social Listening Tools • Google Alerts • Social Mention • Cision • Spiral 16 • Hootsuite • Sprout Social

  49. Facebook • Facebook is the most visited website on the internet • There are more Facebook users than cars (1 Billion vs. 750 million) • There are one billion posts per day made on Facebook. The average user spends nearly 7 hours per month on the social networking site, and one out of every five pageviews on the Internet is on…Facebook. (Visual.ly) • Three out of four American moms use Facebook. (iMedia Connection) • Facebook accounts for one out of every five pageviews on the Internet. It’s used by more than half of all people in North America, more than a third of all citizens in Australia and New Zealand, and more than a quarter of the population in Europe. (iMedia Connection) • 56% of people check Facebook daily. (business2community) • Of Facebook’s one billion-plus users, 57% access the site at least occasionally from mobile devices. The most popular operating systems for mobile Facebook access are iOS (26%) and Android (21%). (Jeff Bullas)

  50. Facebook • Among Facebook marketers, 64% have used Facebook Events to inform fans about online or offline events, making this a far more widespread tool than display ads and targeted posts. (Marketing Charts) • 90% of small businesses are on Facebook, and roughly two-thirds post more than once per week. (Leaders West) • All of the Ad Age Top 100 Advertisers have now established Facebook pages for their brands. (WordPress Hosting SEO) • Facebook grew 18% in 2012 and accounted for more than half of all social content sharing. (AddThis Blog) • 30 billion pieces of content are shared each month • Every 60 seconds on Facebook there are: • 510,000 posted comments • 293,000 status updates • 136,000 uploaded photos

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