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Getting the best from
Social Media
A TRAINING PLAN AND OUTLINE

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Prepared for: Sales and Marketing Team
Prepared by: Tannice Pendegrass, Digital Marketing Executive
2 July 2014
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EPG HEALTH MEDIA: SOCIAL MEDIA TRAINING PLAN

SUMMARY OF CONTENTS
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Objective
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To give the EPG Health Media Sales and Marketing team a great understanding of:
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Social Media uses and abuses
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Measures - Key Performance Indicators and Return on Effort (also known as Return on Investment, but as
these are free social tools, it’s more effort than monetary investment).
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How to get the best from Twitter for your own ends
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Etiquette and best practice
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How to develop, devise or share content that truly resonates with your core audience
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Goals
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Increase followers/connections
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Engage your current audience
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Avoid social media headaches
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Understand and segment your audience
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Use the available tools and resources to their potential
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EPG HEALTH MEDIA: SOCIAL MEDIA TRAINING PLAN

Project Outline
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Benchmark and analysis of differing accounts to show difference and discuss differences in Social Media
strategy
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Brief discussion of how Klout works - what it does and how it does it
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How to measure the return on the effort you put in - ‘less is more’ or ‘the more the better’?
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How to jump on a bandwagon - with examples from Diabetes Week (Storify)
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Social Media Fails (examples)
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How to cope with personal attack/negative responses without making an arse of yourselves
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How to share content that resonates with your audience: segmentation and psychology of sharing
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Discussion of etiquette and best practice
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SOCIAL MEDIA: WHY DO IT?
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REACH
Reaching our key audience - whether pharma or HCPs - awareness building

Social Media is a key development for the EPG Health Media service offering: social
media campaigns are the beginning of a concerted effort to increase awareness of what
epgonline offers to HCPs.

Ongoing promotion on an ad-hoc basis of the blog and targeted campaigns around
specific products (i.e. Diabetes Knowledge Centre Launch, ECCMID 2014, Bedwetting,
Blog launch).

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ENGAGE
Encouragement for HCPs who haven't visited epgonline before

Positioning of @epgonline as a credible voice in disease awareness

Positioning of Knowledge Centres as great sources of information

Building followership and engagement with experts in specific disease areas

Encouraging HCPs to share the link to their audience (advocating)

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MEASURE
KEY PERFORMANCE INDICATORS

A taster from Social Media Report 001 (available on request)

Data from sumall.com

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MEDICS - THE HCP MINDSET
ONE EXAMPLE: DIABETES (DATA FROM CREATION PINPOINT)

Do doctors discuss healthcare on social media?

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 WHAT DO HCPS THINK
ABOUT SOCIAL MEDIA?
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Source: http://www.rcpe.ac.uk/sites/default/files/decamp_cunningham_curr_cont.pdf



Source: http://www.slideshare.net/amcunningham/why-does-a-twittering-doctor-tweet



 EPG HEALTH MEDIA: SOCIAL MEDIA TRAINING PLAN

TWITTER
BENCHMARKING
WHERE ARE WE? WHERE DO WE WANT TO GET TO?
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User Followers Following Difference Photos Klout #tweets
following:follwers

epgonline 606 1131 525 23 42 1623

epghealthmedia 1180 945 -235 11 42 1016

tannice_ 2028 2229 201 1573 60 30200

thamesmotor 899 1785 886 215 47 1341

kingfinney 147 334 187 3 18 317

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Discussion of different social media campaigns we’ve done using Storify
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https://storify.com/EPGHealthMedia
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https://storify.com/EPGHealthMedia/diabetes-kc-launch/preview
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https://storify.com/EPGHealthMedia/eccmid2014/preview
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EPG HEALTH MEDIA: SOCIAL MEDIA TRAINING PLAN

LINKED IN
Using your connections to best effect
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Making them feel important - commenting on what they do and what they’re sharing. It makes them feel
special and valued - note the SOCIAL of social media.

PEOPLE DON’T LISTEN IF YOU USE YOUR STREAM JUST FOR SELF
PROMOTION.
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People share links or content because it makes
them look good/popular/clever or funny
SOCIAL MEDIA TECHNIQUE
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INCREASING CLICK THROUGH WITH LINK BAIT
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THE LOW-CUT TOP AND SHORT SKIRT HEADLINE:
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Theatre student who claimed he was beaten by thugs now admits he got his injuries when he fell
over (but won't face action for wasting police time)

I didn't kill your son" claims former Radio 1 DJ Liz Kershaw who was blamed for colleague's suicide
after allegedly harassing him with abusive phone calls

I want to have a baby.. whether I have a man or not": Naomi Campbell insists she doesn't need a
partner to start a family

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THE LINK BAIT HEADLINE
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9 Out Of 10 Americans Are Completely Wrong About This Mind-Blowing Fact

BOOM, ROASTED: Here's Why You Don't Ask A Feminist To Hawk Your Sexist Product

10 weird facts that will make you question everything

The things this 4 year old is doing are cute. The reason he's doing them are heartbreaking

A politician decided to pick a fight with a foreign president. It didn't go so well

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TECHNIQUE
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The "curiosity gap”: share just enough that readers know what they're clicking and to withhold just enough to
compel the click.

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MAKING CONTENT VIRAL
THE PSYCHOLOGY OF SHARING

IMAGES ARE IMPORTANT

As part of an overall narrative to support the launch of the centre, interesting facts can
captivate and engage an audience of tweeters and encourage them to click the link