I will discuss the newer social network tools at "Harnessing the Power of the Patient," a free half-day seminar sponsored by Inspire and the Biotechnology Industry Organization (BIO). The seminar will take place 9 a.m. to 1 p.m. at BIO's headquarters, 1201 Maryland Ave, SW, Suite 900, in Washington, DC. Please RSVP by contacting BIO: bstoker@bio.org

1. Julia Campbell
J Campbell Social Marketing
“Harnessing the Power of the Patient”
Washington, DC
July 17, 2013
@JuliaCSocial #patientpower

2. About Me
 I have worked with nonprofits large and small, both
internally as a Development & Marketing Director and
externally as a consultant.
 I help nonprofits use online tools such as social media,
blogs and email marketing, to connect with their
supporters.
 To learn more about the marketing and social media
services I offer, and to read my blog about all things
social media and nonprofits, visit
www.jcsocialmarketing.com
@JuliaCSocial #patientpower

3. Video
 http://www.youtube.com/watch?feature=player_embe
dded&v=QUCfFcchw1w#!
@JuliaCSocial #patientpower

4. Social Media
RULES OF THE ROAD
 Social media tools are always
changing. (You can’t cross it
off the To Do list.)
 “Getting on social media” is
not a marketing strategy.
 Using social media will not
compensate for a bad
program or service.
 The tools are NOT free – they
take time, capacity,
knowledge, resources.
@JuliaCSocial #patientpower

5. Social & Mobile are HOT
 67% of online adults use social networking sites.
 15% use Pinterest
 13% use Instagram
 6% use Tumblr
 67% use Facebook
 16% use Twitter
 20% use LinkedIn
Pew Research Center’s Internet & American Life Project: http://www.pewinternet.org/
@JuliaCSocial #patientpower

6. Social & Mobile are HOT
 71% of women are users of social networking sites,
compared with 62% of men.
 Fully 40% of cell phone owners use a social
networking site on their phone, and 28% do so on
a typical day.
@JuliaCSocial #patientpower

7. What’s Hot?
HOT TOOLS HOT CONCEPTS
 Facebook Graph Search
 New Facebook features
 Tumblr
 Pinterest
 Instagram
 SlideShare
 Vine
 Snapchat
 Curation tools (Scoop.it,
Storify)
 Content/inbound marketing
 Multichannel strategies
 Focusing on fewer channels
and doing them well
 Increasing the social media
spend (consulting, ads)
 Data analysis for ROI or ROE
 Elimination of silos
 Social for charitable
causes/cause marketing
 Crowdfunding
@JuliaCSocial #patientpower

8. What’s Not?
 Posting and leaving
 Spam
 Push marketing
 No customer service/not
answering comments
 In-authenticity
 Cheesiness
 Desperation
 Buying likes and followers
@JuliaCSocial #patientpower

9. Facebook Graph Search
 Very different from Google Search
 “Find more of what you’re looking
for through your friends and
connections.”
 Your privacy choices determine
what’s searchable.
 “With Graph Search, you can look
up anything shared with you on
Facebook, and others can find
stuff you've shared with them,
including content set to Public.
That means different people see
different results.”
@JuliaCSocial #patientpower

10. Facebook Graph Search
1) Conduct research on supporters.
 SHIFT Communications example
2) Get more Likes!
 Make your page easier to find.
3) Increase exposure to new people.
 “My friends who like animals.”
4) Old content can be found again.
 Caption and location tag all photos!
5) Showcase your events.
@JuliaCSocial #patientpower

11. New Facebook Features
Working hashtags
Photos in comments
Instagram adds video
Facebook Insights getting
an upgrade
Replies to comments
feature – now in
chronological order
@JuliaCSocial #patientpower

12. TUMBLR
Where the 18-
29 demo lives!
@JuliaCSocial #patientpower

13. Tumblr is HOT!
 Tumblr may not have the most users, but it’s heavily-
used by those who love it.
 Micro-blogging, heavily visual
 KISS – Keep it simple, silly!
 Focus is on IMAGES, memes
 Social network sharing
 Use reblogging, following, liking
@JuliaCSocial #patientpower

14. Tumblr
 To Write Love on Her Arms
is a non-profit movement
dedicated to presenting
hope and finding help for
people struggling with
depression, addiction, self-
injury, and suicide.
 TWLOHA exists to
encourage, inform, inspire,
and also invest directly into
treatment and recovery.
@JuliaCSocial #patientpower

15. Tumblr
Resources:
 Crash Course Tumblr 101:
http://www.digitaltrends.com/social-media/how-to-
use-tumblr/
 Nonprofits using Tumblr:
http://communityorganizer20.com/2013/03/06/five-
nonprofit-organizations-connecting-with-tumblr/
@JuliaCSocial #patientpower

16. PINTEREST
Not just for
recipes and
pretty shoes!
@JuliaCSocial #patientpower

17. Pinterest is HOT!
 Pinterest has almost caught up with Twitter – 15% of
adult U.S. Internet users (16% on Twitter).
 Pinterest has almost 25 million monthly unique
visitors.
 Pinterest posts last longer – Pinterest pins have a half
life of over one week. (Tweet is 5-25 minutes; 80
minutes for Facebook)
 Pinterest is aspirational, not of-the-moment.
 All statistics from the Pew Internet & American Life Project
(PewInternet.org)
@JuliaCSocial #patientpower

18. Pinterest
 Articles written about how Pinterest may be the best
starting point for marketers in pharma and patient
advocacy.
 Not as conversational – “social without the chatter”
 Less legal risk
 Can be used for education
 Teach people about a new product or service– how it
works and how it will benefit them
 Humanize your organization/company
 More ideas: http://www.parkerwhite.com/b2b-
pinterest-40-ideas/
@JuliaCSocial #patientpower

19. Pinterest
 Create Boards related to your organization but think
of the audience.
 What to pin?
 Videos from YouTube or Vimeo
 Testimonials
 Reports/graphs
 Webinars
 Images with text overlay
 Infographics
@JuliaCSocial #patientpower

20. Pinterest Resources
 Accounts to follow:
 NonprofitOrgs
 Noland Hoshino
 Pinning4Good
 John Haydon
 A list of 102 Things to Pin on
Pinterest is at:
 http://jcsocialmarketing.co
m/2012/08/102-things-to-
pin-on-pinterest
@JuliaCSocial #patientpower

21. Instagram
The land of
#selfies and
#foodporn
@JuliaCSocial #patientpower

22. Instagram is HOT!
 Used only on mobile devices – you can see and like
photos on a desktop but cannot upload or edit a photo
 Can’t share other people’s photos (easily)
 Now featuring video!
 Statistics:
 100 million Monthly Active Users
 40 million Photos Per Day
 8500 Likes Per Second
 1000 Comments Per Second
@JuliaCSocial #patientpower

23. Instagram
 @charitywater – shows their
efforts to improve lives
through clean water
 @unfoundation – campaigns,
announcements, volunteers
 @twloha - #FearVsDreams
 @unicefusa - #5thbday
 @robinhoodnyc – photos from
events, fundraisers and
meetings
@JuliaCSocial #patientpower

24. Instagram
 Have a healthy balance of fun pictures and business
images.
 Host photo contests. #beverlyblock, #sonylove
 Reward followers.
 Feature your customers!
 Promote events.
 Showcase your brand experience.
 How to use Instagram:
http://www.suebzimmerman.com/
@JuliaCSocial #patientpower

25. SlideShare
Share your
presentations!
@JuliaCSocial #patientpower

26. SlideShare is HOT!
 3 billion slide views per month!
 “World’s largest community for sharing presentations”
 Supports
documents,
PDFs,
videos and
webinars.
@JuliaCSocial #patientpower

27. SlideShare
 Customize your channel
 Use as a resource for your fans – research, reports,
presentations, how-to videos
 Upload reports and newsletters
 Share presentations with other social channels
 Upload videos – why not a video annual report?
 Comments to continue the conversation, answer questions
 Display your content on LinkedIn, Facebook
 Archive conference presentations, training & orientation
materials
@JuliaCSocial #patientpower

28. Vine
6 seconds to
get your
message
across!
@JuliaCSocial #patientpower

29. Vine is HOT!
 Twitter’s smart phone app (on iOS and Android)
 A mobile service that lets you capture and share short
looping videos 6 seconds long.
 http://blog.twitter.com/2013/01/vine-new-way-to-
share-video.html
@JuliaCSocial #patientpower

30. Vine
 Called “Instagram for videos”.
 Use it to showcase your mission
and your impact: elevator pitch
 Share facts
 Say thank you to supporters
 Volunteer appreciation
 Giving your brand a personality
and some life – have fun!
 Make people smile
 Special announcements
@JuliaCSocial #patientpower

31. Vine
 Boehringer Ingelheim, Abbott and AstraZeneca are
among the first pharmaceutical companies to start
experimenting with Vine.
 Videos cover disease awareness, prescription medicine
assistance and event promotion
 https://vine.co/v/huBMeJt0Ddl
 https://vine.co/v/bJnUH0nOJtt
 https://vine.co/v/bQwztZnIMnU
@JuliaCSocial #patientpower

32. Snapchat
Where
tweens/teens
live!
@JuliaCSocial #patientpower

33. Snapchat
 Over 50 million “snaps”
(images or video) are sent
per day.
 Users share images or videos
that disappear after a few
seconds – forever.
 Time-limited sharing (1 – 10
seconds)
 Screenshot alert
 Countdown clock
 Snapchat limited to
Facebook, phonebook and
Snapchat friends
@JuliaCSocial #patientpower

34. Content &
Curation
The future of
social.
@JuliaCSocial #patientpower

35. Content Marketing is HOT!
 “I think social is just a fancy word for human…
Content is just stuff people need to know to be
human.” – Nick Kellet, co-founder List.ly
 Content marketing is the art of communicating with
customers and prospects without selling.
 Delivering information that makes your buyer more
intelligent, informed and happy!
@JuliaCSocial #patientpower

36. Content Marketing
 Content is…
 Blog posts
 E-books
 Books
 Slideshows
 Videos
 Facebook posts
 Tweets
 LinkedIn updates
 Etc.
“Content marketing is a
marketing technique of
creating and distributing
relevant and valuable content
to attract, acquire, and engage
a clearly defined and
understood target audience –
with the objective of driving
profitable customer action.” –
Content Marketing Institute,
http://contentmarketinginstit
ute.com
@JuliaCSocial #patientpower

37. Content Curation is HOT!
 “Content Curation is a form of content marketing
where a publisher or small business editorially
collects the best content related to a specific niche
and targeted to a specific audience then enhances that
content by adding personal opinions and expertise.” –
Forbes
@JuliaCSocial #patientpower

38. Content Curation
 Compare to a museum curator:
 They identify a theme, provide the context, decide
which paintings to hang on the wall, how they should be
annotated, and how they should be displayed. (Beth
Kanter)
 A good content curator
continually seeks, makes
sense of and shares the
best and most relevant
content on a particular
topic online.
@JuliaCSocial #patientpower

39. Content Curation
 Tools for Content Curation
 Scoop.it – http://www.scoop.it/u/juliacampbell
 Storify.com – http://storify.com/jcsocial/sandberg
 Paper.li – Online newspaper
 List.ly – Social, visual lists (Top Marketing Books, Top
Crowdsourcing Sites, Must Read Tech Blogs)
 The Tweeted Times
 Pocket – Central place to pull in content from all your
devices
@JuliaCSocial #patientpower

40. Takeaways…
 Set a timer.
 Do one or two things well.
 You will never, ever, ever
consume all the information
available.
 There will always be one
more tweet to send, one
more post to write.
 Maintain authenticity.
 Use a personal voice.
 Outsource if you need it.
 Don’t lose sight of what’s
really important to you.
@JuliaCSocial #patientpower

41. Connect with me!
Julia Campbell
@JuliaCSocial
J Campbell Social Marketing
julia@jcsocialmarketing.com
978-578-1328
www.jcsocialmarketing.com
@JuliaCSocial #patientpower