Communicating via new media to students
“Blanket Email Syndrome” : The numb communicational state that students develop after receiving a series of mass emails, in which, the majority of the content is irrelevant…
Read more about “blanket email syndrome” and relevant communication techniques for any organization interested in reaching Gen Y and Z.
via http://blog.orgsync.com/2009/college-student-communication/
The new marketing hybrid
Integrating Traditional Skills with New Media Savvy
As hospital marketing departments address evolving new media channels, new skill sets are needed to supplement traditional marketing expertise. This may mean reconfiguring the responsibilities and job description of an existing staff member, or if the budget allows, hiring a new staff person solely dedicated to new media. Elizabeth Scott, President and Principal Strategist, Raven New Media and Marketing, Louisville, KY, shares the following insights for developing and deploying this new “hybrid marketer.”
- Define the role: This person will be responsible for implementing and monitoring the organization’s new media strategy. That includes creating and managing web-based content in new media formats, in accordance with usability principles for content and navigation, site standards, and posting policies.
- Identify the required skills: Skills are specific and dynamic, and include expertise in creative writing; online project management; e-business; search engine optimization; CRM; microsite development; and web monitoring, metrics, and analysis. When work includes social media, expert-level experience with blogs, communities, wikis, RSS, mobile media platforms, multimedia online film and audio management, and other social media tools as they emerge is also required.
- Create an appropriate job title: Consider web-themed titles such as “Interactive” or “Online” Marketing Manager; those focused on media types such as “Multimedia” or “New Media” Manager; or those targeted at social media such as “Social Media” or “Community” Specialist. Avoid using the term “manager” for social media titles since, by definition, social media or communities are not managed internally by the organization.
- Recruit candidates from non-traditional sources: Experts in this field are “wired” so look for them on web job boards, social media user groups, and networking sites like LinkedIn. They are attracted to creativity, fun, and a gaming mentality, so consider posting a recruitment video on YouTube. And don’t assume that anyone with a MySpace page is fluent in new media—work with an expert to develop a skill test for this role.
- Invest in ongoing training and education: “Groom and grow” your expert by engaging a consultant with new media expertise or a seasoned expert from another health system as a coach or mentor. Have your staff person attend conferences or complete online courses. Sites such as eMarketer.com are also helpful.
- Integrate the new role into the department: Make it clear that this is a collaborative role that feeds and supports other marketing team members. Create “share” sessions with colleagues on a regularly-scheduled basis and don’t allow silos of information. Insist that the new role demonstrate value to the system quickly and regularly in order to maintain and grow the program.
Source: Elizabeth Scott can be reached at escott@ravennewmedia.com
The rising stars of mobile marketing – Mobile social networks – iMediaConnection.com
Keep your eye on these companies as mobile marketing makes a big move in 2010.
5 marketing megatrends you can't ignore
It’s important to stay current on trends that have long-term influence. Check out the top 5 according to iMediaConnection.com.
Top 10 Integrated Marketing Trends: Beware of Hyperfocus
Good overview article!
Top 10 Integrated Marketing Trends: Beware of Hyperfocus.
Developing a Social Media Marketing Plan
Developing a Social Media Marketing Plan – www.healthleadersmedia.com
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Which elements should you include in a new integrated campaign?
Determining the appropriate elements of an integrated campaign can be a challenge. Often health care marketers are expected to:
1. Use all of the media outlets available (effective or not);
2. Scramble to secure the media buys or placements (outside of existing contracted media); and
3. Replicate the campaign’s general information and visual style quite literally taken from the core advertising message (whether it is appropriate for the media or not).
This execution style can result in wasted money and time; not to mention untrackable results. The campaign launches with great internal fanfare and fizzles out quietly without mention or reporting of ROI.
Marketers can make the most from an integrated campaign launch, by building a customized media matrix that can be used by your extended team (marketing, communications, PR, web and social media teams, etc) during your planning stage. Your matrix can become a reusable and evergreen
tool for your team. It gives you a quick glance of criteria that help to determine what will best serve your objectives given time, resources, upkeep, objectives, audience match, etc. I have created one for health care new media selections, but this can, and should, be extended to placement on web sites and traditional tools.
Tips:
1. Select only the media options you and your team can support. New media will require constant ‘care and feeding.’
2. Spend 2/3 of your time planning and 1/3 executing any integrated campaign. This includes media matrices.
3. Track all elements of an integrated campaign (traditional and new media)
– Elizabeth L. Scott
Social Influence Marketing Strategies & Tactics to Win Customers
Lots of helpful hints for using social media to win business.
How do you see social media marketing for hospitals progressing over the next few years and what can hospitals do now to get a leg-up on their competition?
As a professional who is actively involved in helping hospitals and health care systems develop social media programs and policies, I am happy to address this topic.
I fundamentally believe that social media will transform communications and revolutionize hospital public relations. If hospitals embrace social media in the relatively early stages, the advantages over their competition will last for years to come. The later a hospital waits to get in the game, the more work, money and time it will take to make social media effective.
To get a leg-up on the competition:
1. Treat social media as a “program,” not a project. Build a plan. Learn about the multitude of social media options – there are thousands of channels. Become well-versed in the business advantages and disadvantages of the different types of social media – video sharing, social communities, micro-blogging, virtual worlds, etc.
2. Establish your organization’s name on social media channels. There are a limited number of identities out there. If yours is taken, you may have to resort to unintuitive options. Stake your claim.
3. Educate everyone – your C-suite, your employee population and your department. Social media is new to many. It is also misunderstood. It is your job to educate everyone appropriately and build advocacy from within first.
4. Test. Don’t do everything! Experiment and discover what works and what doesn’t. Be smart and selective. Don’t post every video to YouTube or spread your messages too thin among channels. Move quickly and stay nimble.
5. Commit to reporting your findings. Treat this program with the importance it merits. If you report your success or report choices to drop channels or convey specific messaging, it will help you map your program and support your planning strategy. You will also discover that by building awareness of your fans’ comments, you will find even more support for your program (internally and externally).
6. Use with care and take the high road. Do not use these channels casually. You are representing your brand. Don’t fall into the trap of marketing to your listeners. This is a conversational medium. Never use this as a gorilla tactic to slight the competition. Always be honest and transparent.
7. Understand the business value and use of the channels. It is fundamentally different establishing your organization’s identity in social media from your own casual social use. It is a business tool with measurable value.
8. Create a policy. Don’t leave your organization unprepared. Every hospital or health care organization has to understand the proper use of social media and how an employee should represent him or herself online.
9. Be creative and sincere. The public can sniff out a professional and will quickly lock you out. Speak as a person. Ask, ask, ask what they want to know or track about your organization. The public is in charge. Remember, they are bombarded by messages, so creativity counts.
10. Jump start your program with a professional. It is a challenge to get started and maintain momentum for your social media program. Bring someone in to help you with workshops, planning and even internship programs.
Drop me an email if you’d like more information, Elizabeth L. Scott escott@ravennewmedia.com.
Social Influence Marketing
Great article about how social media is transforming the marketing landscape.
