How important is Branding? “A great brand comes from a place of truth about what a business authentically represents, and about what its products means to its customers. It’s not magic, it’s insight.” What is a Brand? Ever wondered what it is that drives people to queue up outside Apple stores from the night before the launch of a new iPhone? Or why is the urge to own a pair of Nike's or sport a Rolex so strong that you would happily forgo dine outs and your regular coffee to save up … [Read more...]
Healthcare Digital Marketing: What are People Searching for Online?
Healthcare digital marketing is now clearly under the spotlight! A large number of people share and search for health-related information on Web-based social media. This activity has been increasing over the past 10 years and yet to date we have known little about who is posting and what information they are sharing. Recently a study based in the United States was published in J Med Internet Res 2015;17(4):e106 and these were their findings: Objective: The aims of this study were to … [Read more...]
Non Profit Digital Marketing Trends 2016
Recently the 2016 Digital Outlook Report: Nonprofit Trends and Strategy was released and while the study was based in the US it does have some marketing insights for local non profits: 49% of respondents will be investing more budget in Social Media Promotion / Communication in 2016. This is because many future followers/ supporters can be found across a variety of social channels, and orgs are putting most of their plans and strategy into Facebook this year. The report has found that … [Read more...]
Social Media Management
Whenever I visit clients one of the first distinctions I need to make with them is about Campaigns versus ongoing Social Media management. Many clients are focused on the campaign of the moment whether it is promoting an event or promoting a new product or service. That is a natural state as we are all driven often by our calendars of things to do. It is however important to look at ongoing social media management as this is your foundation on which to build campaigns. The analogy is … [Read more...]
Healthcare social media marketing – What I have learnt in the past 9 years
With #MayoInOz in full swing in Brisbane this week it got me thinking about what I have personally learnt about healthcare social media marketing for the past 9 years and here they are! 1. Industry in Transition Whether it is hospitals, health care providers or public health organisations and publishers each area is now in transition due to digital disruption. A few years ago I was engaged by the Medical Journal of Australia to run a training course on social media. They were taking the … [Read more...]
Online Retailer Conference – Sydney
This week we are off to Online Retailer the premier retail conference in Sydney. Online Retailer brings the Australasian industry together, people and businesses in retail that innovates and disrupt. This year speakers include: Alistair Venn from Groupon, Aaron Smith from Nordstrom and others! The workshop starts tomorrow and we will be live-tweeting from the event. Online Retailer Conference … [Read more...]
Online Patient Communities
In 2012 I was awarded a scholarship to blog live during the Health 2.0 conference in San Francisco. The series of blogs you see are from those conference days. Panel - Moderated by Amy Tenderich from DiabetesMine Which is a diabetes newspaper read by patients and the medical industry Also connected to DiabeticConnect an online community This session is about health consumer empowerment The conversation has moved on we have these resources but now how do we legitimize them Stanfords Medx … [Read more...]
SLA for Social Media?
IT companies have SLA (service level agreements) for their clients in terms of responsiveness but do social media strategists also have them? If you are tweeting on behalf of your client (and while this is not ideal it may be necessary due to the squeeze on marketing depts) do you say how regularly you will tweet ? From a risk management point of view I think an SLA is vital. If someone tweets your clients organisation in an emergency situation who is going to respond? who is expected to … [Read more...]
Online Communities and Cancer Patients
Many years ago I worked as an Information Manager at the NSW Cancer Council so with that background I was interested to see the use of innovative technology in this space with the introduction of the Wellness Community. While the community has been around for some years (Wash DC based) recently a swag of new functionality has been added to the site. The Website provides free online support groups and education programs to people with cancer and their caregivers and families. The community … [Read more...]
Online Community Management Roundtable
Yesterday I joined a swag of Australian online community managers at a roundtable organised by Editor and Com Mgr Essential Baby, Ms Alison Michalk. The group of over 15 of us from all around Australia met at Fairfax the home of Essential Baby to discuss online community management. The group involved a great mix of online community startups such as Nick Gonio's SportsPassion, through to the effervescent Ms Venessa Paech from the highly established and well regarded Lonely Planet, large media … [Read more...]