Helpful recent article about college students and LinkedIn published on The Telegraph.
Rachael Headley, Julie Matthews
Smith’s Pharmacy: Your independent home-town pharmacy. One location, owned by one pharmacist who employs his daughter as a second licensed pharmacist.
Goal: Build better relationships with existing customers, increase sales, promote health and wellness
Long Term Goal: Add a second location and add two more staff pharmacists
– Existing customers: build loyalty
– New customers: expose them to why Smith’s pharmacy is different and more personal
– Reach pharmacists in the area
– Get 70% satisfaction on customer service survey
– Get 500 people to sign up for online health community
– Get 20 pharmacists for free online webinar
– E-mail an infographic on what common medications shouldn’t be taken together
1. E-mail preliminary satisfaction survey two weeks before the infographic
2. E-mail the infographic
3. E-mail the next survey a day after the infographic
4. Measure the changes in satisfaction, working towards 70% satisfaction
– Offer e-mail reminders for upcoming refills
– Online Health Community website
1. Allows for an “ask the pharmacist” message board anonymously or by name
2. Allows for message boards for people suffering with the same diseases,
serves as grief support.
3. Measure success by engagement/interaction working towards 500.
-Webinar for pharmacists
1. Offering a free resource to existing pharmacists to build relationships for
2. “Bridging the gap between the pharmacist and the customer: becoming more
involved with your customer”- theme of the webinar
3. Provide information about the webinar a month in advance to the Professional
4. Work towards goal of 20 pharmacists sign up
1. Ask customers for e-mails for surveys/infographic
2. Offer to send refill reminders via e-mail
– Online Health Community Website
1. Create a website with an easy to remember url
2. Develop message board structures/categories
1. Webinar software: anymeeting
2. Create simple website using wordpress to opt-in
What is the Mayo Clinic?
Mayo Clinic is a non-profit hospital and research group based in Rochester, Minnesota. It is the largest first integrated non-profit medical practice in the world. The Mayo Clinic has three hospitals in the United States located in Minnesota, Florida, and Arizona, within these three hospitals, the Mayo Clinic employees more than 42,000 people. The Clinic also owns and the Mayo Clinic Health System which consists of over 70 clinics and hospitals employing more than 14,000 people. The Mayo Clinic specializes in treating difficult medical cases through tertiary care.
Mayo Clinic spends over $500 million a year on research. The Mayo Clinic also operates several schools of medicine, including the Mayo Graduate School, Mayo Medical School, Mayo School of Graduate Medical Education and May School of Health Sciences.
Mayo Clinic has been close to the top of the U.S. News and World Report List of “Best Hospitals” for more than 20 years. It has also been on Fortune Magazine’s list of America’s “100 Best Companies to Work For” eight years in a row.
Lee Aase is the Director of the Mayo Clinic Center of Social Media. After his day job, he serves as Chancellor of Social Media University, Global, a free online higher education institution that provides hands on training for social media.
The “Gold Standard” for Social Media
The Mayo Clinic has 464,915 “Likes” on Facebook, 623,000 Twitter followers, over 69,000 followers on Google Plus, and around 7,900 followers on Pinterest. The Mayo Clinic also has a Flickr, YouTube, and 6 blog posts.
Joan Justice, author for socialmediatoday.com states that the Mayo Clinic is the “gold-standard for the use of social media by healthcare organizations.” Justice also states that Mayo Clinic is the “most popular medical provider channel on YouTube.”
The Mayo Clinic’s YouTube Channel has over 13,000 subscribers and more than 10 million views.
The Mayo Clinic’s Pinterest Page has 20 Boards consisting of health related topics.
The aspirations of the Mayo Clinic are intentional that they have a center for a Social Media Center. This center is offered in ordered that the correlation between patients as well as employees may be expressed through the medium of social media.
The Mayo Clinic website states, “Mayo Clinic believes individuals have the right and responsibility to advocate for their own health, and that it is our responsibility to help them use social media tools to get the best information, connect with providers and with each other, and inspire healthy choices. We intend to lead the health care community in applying these revolutionary tools to spread knowledge and encourage collaboration among providers, improving health care quality everywhere.”
The Mayo Clinic has SIX blogs. They have a news blog, “Advancing Science” blog, two blogs for patient sharing, a “Diversity in Education” blog, and a “Mayo Clinic Center for Innovation” blog.
The Mayo Clinic has made sure that each special interest is represented in their blogs.
“Change is the only constant” is something I hear time and time again. In his post on social business strategy, Michel Brito states that “organizations today must change if they want to stay relevant and competitive.” I agree with Michel, but I must ask the question, “What is your company’s motivation for said change?”
There are two forms of thought when making decisions: reactive and proactive. When a company changes merely for the sake of trying something different or because there is pressure to change from a competitor’s innovation or a customer’s lost interest, reactive thought occurs. It is easy to do something just because someone says it must be done or because it appears to be the latest fad for growing a business. Often time, this train of thought continues down a slippery slope of lost identity because the reactive change is usually temporary in nature. On this note, I am glad that Brito corrects himself in this blog post by furthering the story.
As Brito said, a social business strategy is an enabler because it opens a company up to a number of possibilities. It gets them to start becoming more proactive with their changes to core identity and structure. Questions starting with “Why?” and “How?” make there way into the conversation bringing targeted meaning and direction to further change.
Brito comments that all companies should see themselves as a media company. As said in his post, people are continuing to have shorter and shorter attention spans. They may give companies a shot to impress; but once something goes wrong, they move on to the next “contestant.” This idea shows that maybe there isn’t a lot of brand loyalty anymore. By proactively choosing to become a media oriented company, one could lead the charge towards getting that brand loyalty back by engaging employees and customers alike.
Transitioning to this mindset takes time but is essential to staying relevant because of how saturated industries are becoming. I agree with Brito when he stresses the importance of taking this seriously because it brings so much benefit. Establishing a clear voice helps with separating oneself from the crowd, but it also establishes a framework for understanding why each change occurs. The core values behind the social business mindset could help boost the company from lagger to leading industry innovator. I’ve found that good companies have an established lifestyle or culture that transcends any fear that comes with tactical change.
In the end, I’m glad that we are discussing this. I think the future can be bright for students like us who understand these concepts, for we could receive opportunities to help turn companies toward this social business strategy and become a media company.
- Prioritization: Through a filtering process, Conversocial sifts through what is really important through general noise. It also flags a comment as a Customer Service request if applicable it too can be easily processed.
- Quick Processing: Consolidated listening platforms allow for less scrolling and more listening. Customers can process up to 100 messages an hour!
- Conversation History: Easily access each customer’s conversation history to track their needs and priorities.
- Advanced Publishing: Schedule your posts or tweets to publish at optimal times. Basically all you have to do is tell Conversocial what to do when, and it does all the hard work for you!
- Engagement Analytics: Measure what social media tactics are working through metrics and analytics always readily available from Conversocial.
- Sentiment Tracking: Track satisfaction and measure success easily…this one is good to always have on hand to present to the boss.
Through the single user account you are able to deliver quality service by listening then engaging and potentially make a one time customer into a repeat customer. You do this by changing the customers perceptions of the company in a positive way through efficient and effective customer service. Conversocial also helps streamline your social media channels’ output by categorizing all comments and sentiment so your company can post about a specific topic or idea in a relevant way and add value. You can check out the portfolio of customers on their website and see first hand what great things can happen when you listen and respond to customer feedback.
Setting up an account with Conversocial is and easy and simple way to monitor the content generated about your company on Facebook and Twitter while categorizing and prioritizing issues and concerns that may arise. Your boss will thank you for making online customer relationship management so easy!
Kelly Ray & Erin McGuire
In today’s busy world you can’t always meet face-to-face. Here are three social media tools that are allowing businesses to collaborate across the board in a virtual setting.
Yammer: This enterprising social network features a similar usability to Facebook and Twitter but with applications that were designed with business in mind.
Campfire: Instant messaging designed and optimized for groups to collaborate in real-time anytime, anywhere, anyplace.
Convofy: A private social network that allows businesses to share knowledge and content and communicate effectively.
Now that we’ve covered the basics, let’s do some investigating.
Launched in September 2008, Yammer functions a lot like Facebook. Employees can create a user profile, fill out their information, upload a profile picture, and search for coworkers. However, because it is an enterprising social network, Yammer users search for people based off expertise and influence.
Users can create groups and online workspaces where they can share announcements to keep coworkers updated and search for topics and popular content. Yammer allows people to create pages and display and edit goals, documents, notes and other files, with any changes made in real-time. There are also options to switch between internal and external networks seamlessly or to integrate other web applications like SharePoint, Salesforce, Spigit, etc.
For employees on the go, this social network allows users to connect via mobile devices such as iPhones and iPads, Windows phones, Android phones and tablets, and BlackBerry phones. Users scan a QR code and begin using Yammer instantly. With mobile access, employees can navigate messages, share photos, send private messages, and switch between internal and external networks.
Another helpful feature is the ability for administrators to monitor their business’s Yammer network with IT tools. They can set custom password and usage policies that are in-line with preexisting company policies. Adminstrators can also monitor keywords through Yammer and set firewall locations as well. These tools and more allow businesses to administer safely and effectively.
Campfire is part of the web applications company, 37signals.
Campfire is similar to instant messaging, but designed and optimized exclusively for groups. Businesses can share text, files, images, and code in real-time, making the need for physical meetings obsolete. You can purchase different amounts of memory to store transcripts that might otherwise not be recorded. How clever!
This web-based group chat tool lets administrators set up password-protected chat rooms in just a few seconds. Inviting a client, colleague, or vendor to chat, collaborate, and make decisions will help make better use of time and prevent disorganized e-mails or time-wasting physical meetings.
There are different pricing plans to fit the size and the technological demands of any business. The plans involve things like differing levels of file storage and an amount of conference call minutes.
Campfire is perfect for businesses that are spread out in different geographic locations. They make it simple to upload files and images in real-time, in the chat window for the other chat participants to see and share thoughts and opinions on.
Campfire streamlines group communication, making it simple to discuss and share new ideas with business partners, clients, and ultimately help groups make decisions more efficiently. Especially since it is available for your iPhone!
Social media maven Chris Brogan endorses Campfire as an essential part of any business’s social media tool kit in his eBook Social Media 101: Tactics and Tips to Develop Your Business Online.
Convofy is a downloadable private social network for businesses. “It helps your team share knowledge and content with each other and communicate effectively and in real-time over that content.” Convofy is all about sharing and having open discussions within your company that promotes engagement. But you need not worry, all of these exchanges happen in the privacy and security of your company’s own network.
So how is Convofy different from any other social network out there? Here are just three quick benefits of using this specific social network:
- Microblogging & Status Updates – Employees are able to see team’s updates in real-time and never miss out on what other employees are sharing. Team are able to comment on the posts and see all conversations in real-time.
- Unlimited Storage for Files & Images – Upload and share images or documents with coworkers without worrying about storage limits!
- Suggestions & Motivational Analytics – “The presence indicator size reveals, how active your coworkers are; the more they contribute, the bigger the indicator next to their name will be. Each posts suggests who will be the most useful to talk to – the most relevant people to the post and to you. Your contacts and groups are also ordered based on their relevance to you.”
If you would like to learn more about any of the social media tools covered in this post, or if you are interested in using them for your business, please pay a visit to their websites and check them out at:
- Yammer –https://www.yammer.com/
- Campfire – http://campfirenow.com/
- Convofy – http://www.convofy.com/
Post by Erin McGuire and Molly Iles
I harp a lot on the importance of proof-reading and watching out for simple typographical errors. I sometimes get complaints about deducting points for the occasional typo.
Here’s an example of why I make a big deal about them:
Santorum’s Subject Line to Reporters from Ragan’s PR Daily.
Sometimes, typos don’t matter. Sometimes typos are really, really embarrassing.
Fact: Marriott International, Inc. is a social media star.
This multimillion dollar company has been on the social media scene years and are now revolutionizing the way the hospitality industry uses social media. By utilizing a variety of platforms, the hotel chain is constantly building relationships, both inside and outside of the company.
Customer and employee feedback is a top priority for Marriott, and the company encourages customers to share their opinions via Facebook, Twitter, and other social media outlets. Employees are able to send in suggestions and participate in contests through the company’s Facebook page, while customers can leave messages and even book their hotel.
My Marriott Hotel: Launched summer 2011, this social media game for Facebook is based off of other popular games like Farmville and Cityville, but instead of managing a farm, users manage a hotel. Marriott plans to use the game to attract and recruit potential employees. This game is just another example of how Marriott is using social media to connect with people across the globe.
Marriott’s Social Media Responsiveness: While Marriott offers many opportunities for customers and employees to share their thoughts and experiences, the company is also very responsive to those ideas. Marriott is known to host Q&A sessions through Facebook, as well as video contests. The Marriott News Center is the company’s central location for their news and information while also being considered “a place to engage with [their] guests.” The company is also quick to respond to customers through social media. They even take those experiences and use them to make improvements.
Social Media isn’t going away and smart companies are taking notice. Executive Vice President of Global Human Resources for Marriott, David Rodriquez, says that “companies that do not embrace social media will find it very hard to compete.”
Through their complex social media plan, Marriott proves itself to be responsive, informative, and increasingly interactive.