Social Media Update – May: Part 1

Facebook

Low-Quality Link Crackdown

Facebook is adding another evaluation layer to its News Feed and ad policy. Facebook announced Wednesday that they are cracking down on low-quality websites shared in organic posts and ads. This new enforcement on a policy that has been in place for a year will mainly affect websites with ads that either outweigh the content on the page or prove to be inappropriate (which Facebook defines as adult, sensational or prohibited content).

This update, rolling out over the coming months, should not affect shared links to HCA webpages since our websites do not have ads or pop-ups. However, if you are linking to a non-HCA site for health information and articles and you notice a drop in impressions, consider linking to another source that provides a higher-quality web experience to your audience.

This initiative serves as a good reminder to vet all links to ensure only relevant, quality content that provides a beneficial user experience is being shared.

More >>

New Offering – Offline Conversion Solution for Facebook Lead Ads

gd-facebook-offline-conversions

Last week Facebook introduced their Offline Conversion solution to help track transactions occurring in the non-digital space to better attribute Facebook ad spend to all conversions. This new solution allows businesses to connect a CRM, POS or call-center system with Facebook ad campaigns to capture offline actions.

According to Facebook’s announcement, with the Offline Conversion solution, businesses can:

  • Direct connections between ads and results, whether a sale in a store, a booking over the phone or an in-person meeting you can see, measure and adjust their campaigns based on real downstream metrics that matter to their business.
  • Create campaigns based on offline success by targeting high-value customers from the prior month using Custom Audiences and Lookalike Audiences, and excluding in-store purchasers to find new local prospects.
  • Gain insights and build campaigns based on the actual transactions by retargeting buyers of a certain category with the next product or service you’d like them to buy.

More >>

Shortcuts Added in Facebook Groups

If your facility has any group pages tied to it, for example a NICU family support page, Facebook has added some new shortcuts that may be helpful to utilize. From the posting section, you can now easily start a live video and create a polls, group events and group albums both on mobile devices and desktops. These features may not be fully rolled out to your group page yet, but should be in the coming months.

Facebook Rolling Out “Latest Conversations”Latest conversations Fbook

In order to get users outside their News Feed bubble, where content that they choose and want to engage with dominates, Facebook has a new search update called Latest Conversations to expose users to all viewpoints.

When a user searches something via the Facebook search box, the search will default to the “Top” tab of results and showcase the most recent public posts around that topic, and a metric showing how many people are discussing. This unit will only appear for trending topics around discussion activity and the time of the search. More >>

 


YouTube

new-home

YouTube Redesigning Desktop Site

YouTube unveiled its new site design last week, and in order to view and experience it, users opt into by visiting youtube.com/new. In general, the updates are aimed at making the platform look clean and simple, with an updated menu, dark mode (black/charcoal background for viewing at night) capabilities and updates to the search function.

This updates extend to channel pages and involve a full-width page banner and larger hero media and subscribe buttons (seen in search results on YouTube). More >>

 



Instagram:

Mobile Web Sharing Expanded

Instagram has updated its mobile website to allow photo sharing from its website via mobile browsers, which previously had been restricted to the app. In addition to the mobile uploads via their site on smartphone browsers, Instagram is also rolling out an Explore tab as well. Still unavailable through their mobile site are video uploads, filters, Stories and Direct Messaging. More >>

Social Media Updates – March Part 1

By: Kelly Hutchinson

In an effort to share timely updates on social media announcements, changes and new features, our team will begin providing a summary of these updates twice a month. For our first installation, we are excited to share some news regarding Facebook, Twitter, Instagram and YouTube:

FacebookMessengerDayFacebook Rolls Out Messenger Day Globally

Facebook is now joining in on the 24-hour disappearing media phenomenon. Just like Snapchat and Instagram Stories, Facebook’s Messenger Day feature provides a messaging outlet for users to share customized videos and photos that expires.

This feature was tested in several countries the past couple of months and is now available through the Facebook Messenger app on both Android and iOS devices. However, as there is no Messenger app for Facebook Pages at this time (messages are shared and viewed through the Facebook Pages app) this feature is not available for business pages yet.

Stay tuned to see if and when Facebook adds this functionality to business Pages in 2017 in order to continue competing with Snapchat!  More >>

Twitter Ramping Up Live Video Capabilities

In order to compete with YouTube and Facebook’s recent, and vocal, shift to being a video-first platform, Twitter is opening up its API to include live streaming video capabilities. Twitter has had live video capabilities in the past through Vine and Periscope, but had to redirect users to a separate app to use those capabilities.

If you are interested in utilizing live video capabilities on Twitter, check your profiles next week to see if the live video rollout goes into effect.  More >>


Instagram Launches Ads in Stories

According to Instagram, more than 150 million Instagrammers use Instagram Stories every day, and recent research suggests 70% of Stories are actually viewed with sound on. Due to this strong adoption, Instagram has made moves to monetize that audience by providing businesses with an ad solution.

InstaStoryAds_Specs
These new ads are full-screen, one card/media story format with targeting capabilities. Airbnb, one of the companies that partnered with Instagram to test these ads, saw a double digit point increase in total ad recall. These early success metrics show us that Instagram Ads in Stories could be a potential outlet for impactful awareness, perhaps tied to a women’s and children’s services campaign.

However, there are two major negatives to utilizing these ads at this early stage – the ad platform only allows for optimization of reach and currently does not allow you to build in a CTA that directs to a website. However, Instagram has confirmed that these functionalities are coming down the pipeline later this year.  More >>

YouTube is Discontinuing AnnotationsAnnotations

Yesterday, YouTube announced it is discontinuing Annotations on videos due to the capabilities not being available on mobile devices. Overall, annotation interactions have fallen by 70 percent, so YouTube is shifting its focus to Cards and End Screens to provide CTAs and encourage interaction with viewers.

This change will officially take effect on May 2nd, so if your video CTAs are through annotations remember to replace those with Cards and End Screens by that date!  More >>

Three Major Social Media Trends for 2017

By: Kelly Hutchinson

1. More Mobile Video

On average, people in the U.S. spend three hours a day on mobile devices, with 87 percent of that time spent in apps like Facebook and Instagram. According to Facebook’s Q3 Results from 2016, mobile-only monthly active users rose over a billion, meaning that 59 percent of Facebook users access the platform via mobile device. videostat

So what content is being consumed on mobile? Video. One in three consumers watched video on their mobile devices in 2015, and that is projected to rise to two out of three consumers by 2018.

Mobile video viewership will continue to rise across social media platforms, which have already been adapting to accommodate this shift. On the second and third-quarter earnings calls in 2016, Facebook CEO Mark Zuckerberg discussed their company-wide push to become “video first,” shifting focus from text and imagery to video.

With mobile viewership at a steady increase and social media outlets pushing for more video, plan on incorporating mobile-friendly video content into social media outlets in 2017. Not only does video align with online content trends, but recent research from BuzzSumo’s review of 800 million Facebook posts suggests video content was more likely to be shared than any other post types.

>> Live Video

live-reactions-android.pngLive video started building momentum across several social networking sites in 2016. From May-October, Facebook Live usage increased up to 4x, and to further expand live video, Facebook announced in October that users are able to connect live video to their TV via Apple TV or Chromecast.

Facebook is also piloting a Snapchat-like camera feature (that will roll out globally this year) that will allow users to post quick status updates via video, while incorporating additional visual features.

In late November, Instagram added live video with a twist – live video that disappears. This video feature appeals to Instagram’s younger audience, competes with Snapchat and provides a different experience from live video capabilities on other platforms.

On December 14th, Twitter announced the ability to ‘go live’ within the Twitter app, as opposed to redirecting to Periscope, to post real-time video content. While this should boost live-video usage on Twitter, data from January-August 2016 suggests Facebook Live has a higher usage base compared to Twitter’s Periscope usage.

Regardless of which live video platform is most popular, live video will continue gaining ground in the social landscape, presenting an opportunity for brands. According to TechCrunch, Live Video encourages more comments and are watched 3x longer than non-live content.

>> 360 Video

360vidsampoSocial platforms are moving toward Virtual Reality (VR), starting with 360 degree video. Facebook aims to increase use of 360 video, while potentially offering a reach boost to 360 content within News Feeds. Additionally, Twitter announced their 360-live capabilities via Periscope at the end of 2016. Currently, this feature is only rolled out to certain partners and requires a 360 camera.

The popularity and use of 360 video is projected to grow on both platforms throughout 2017 and the coming years, as Virtual and Augmented Reality become more popular and accessible.

Video in any format can be a major asset to a facility’s presence on social media, however, HIPAA regulations have to be factored into all video production. Learn how to keep videos HIPAA compliant from a previous MarketShare post.

2. Social Ad Utilization

Social networks are adapting algorithms to reduce clutter – pushing businesses toward spending ad dollars for visibility as opposed to relying on organic traffic and reach. Each platform has its own native ad capabilities and have proven ROI for brands.

Here are three benefits to advertising on social networking sites in 2017:

  • Targeting: Social networks provide audience-targeting capabilities that permit advertisers to pay only for those likely to be interested in, or engage with, an ad based on the targeting parameters. Whether targeting by behaviors, demographics, geography, interests or all the above, each platform has audience targeting and segmentation that allows you to get as broad and/or niche as needed.
  • Optimized Bidding: Most social media platforms allow you to adjust your bid based upon your business objectives. For example, if the main goal of a Facebook ad campaign is awareness, you have the ability to optimize for reach. On Twitter, video advertising is based on a price-per-view model, optimizing the ad for video views.
  • Affordability: Advertising on most social platforms (Snapchat not included) is affordable and easy to begin, and you can pause and end as needed. For example, on Facebook, you can potentially boost a post to 250 users for $5.00/day.

Many Divisions and facilities have already delved into the world of advertising on social media, and with algorithms limiting business’ organic social reach, there is no better time to test it out if your social strategy needs a boost.

3. Embracing Social Media Direct Messaging

Social networking sites have continually been updating and improving their direct messaging platforms and capabilities. While messenger capabilities are typically used for user-to-user communication, social sites are pushing for brands to utilize this feature to engage directly with their consumers, and vice versa.

However, this is difficult for healthcare facilities to utilize and still align with HIPAA regulations, since conversations with patients need to be taken out of the social setting and into the doctor’s office. Despite this setback, it is crucial to monitor a social profile’s direct messages and be prepared to respond quickly, effectively and within HIPAA’s guidelines (i.e. not revealing any patient’s condition or coverage data online).

If you would like to discuss how to best respond to direct messages on social media, please reach out to the Reputation Management Team here.

Pokémon Go: Should you De-List Your Facility?

By: Grant Peterre

If you’ve spent any amount of time in public the past month, you’ve probably witnessed a strange phenomenon: multitudes of people purposefully marching around with their phones facing forward, following odd tracking signals and expressing their desires to capture a Pikachu or acquire more Pokéballs.

Still wondering what this is all about? Here’s a brief introduction to Pokémon Go, the new mobile craze that is on pace to become one of the most viral application of all time.

Pokémon Go is an augmented reality game for iPhone and Android. Capitalizing on the immensely successful Pokémon franchise which encouraged players to catch and collect virtual monsters, Pokémon Go uses your phone’s camera and GPS location services to digitally display creatures for capture and collection, all against the backdrop of the real world.

The app is being lauded for encouraging players to be more active outdoors and unifying players and fans of all ages. Business and institutions are even taking advantage of the action: local business owners have been purchasing “lures” on Google Maps, which results in waves of players flocking to the location in search of Pokémon. The Art Institute of Chicago has even encouraged players to visit their museum via Twitter in search of Pokémon.

Pokemon and Your Facility

But what does this mean for hospitals and practices in the HCA community? Reports of increased foot traffic in and around various facilities has necessitated a reminder about safety and security protocol. It is important to remember that one of our top priorities is the protection of patient and company information. A popular game that relies on the collection of data through users’ phone cameras and GPS location could pose security threats to information and must be treated appropriately. HCA’s Information Protection Program has offered several helpful suggestions if you believe your site is facing issues with crowds, such as working with your IT team to determine if your facility is listed as a popular gathering point for players of Pokémon Go, or creating scripted messages to deliver which detail the potential security threats posed by players.

If you do discover that your location is a gathering point for players, here is the process for having your site removed from the map:

  • Visit the app developer’s support page at https://support.pokemongo.nianticlabs.com/
  • Choose “Submit a Request,” followed by “Report a Problem with a Gym or Pokéstop”
  • Supply the full address of your location

pokemon

While Pokémon Go is undeniably innovative and fun, always remember our commitment to HCA values and standards involving patient confidentiality and security. Please reach out to the Marketing & Digital Services team if you have any questions.

How to Onboard Practice Managers, Practices and Providers

By: Elizabeth Wuellner

Maintaining an accurate, up-to-date digital presence is crucial to your practice’s online credibility. Whether you are opening a new location or onboarding a new practice manager or provider, it is important that these changes are reflected on your online entities and that new staff members receive training on digital marketing tools as needed. Below are a few common scenarios and recommended next steps for updating your digital presence as it relates to online listings and reputation management. For more information and a full list of onboarding and offboarding tasks outside of digital marketing, please see PSG’s complete checklist.

If you are a new practice manager:

  1. Complete a New PM request form on Zendesk, our online help desk. This form will notify your division’s reputation management account manager that you need to be set up on Binary Fountain’s software and enrolled in our Healthstream training course.
  2. Complete the digital marketing Healthstream training course to learn all you need to know about your practice’s online listings (Yelp, Google My Business, Foursquare, etc.), responding to online reviews and the Binary Fountain system capabilities.

If your practice or division is opening a new location:

  1. Submit the PSG listings and reputation management application to ensure this new location is added to the Binary Fountain dashboard and its online listings are claimed and updated.

If your practice is adding a provider:

  1. Submit the New Provider request form on Zendesk to ensure this new provider is added to the Binary Fountain dashboard and his or her online listings are claimed and updated.

Snapchat: Where Your Next Customer Lives

By: Stacy Acquista

If you are subscribed to any marketing trends newsletter, you may have noticed Snapchat popping up in all of your subject lines within the past few months as the next big thing. Snapchat is currently the fastest growing social network for American millennials, with 60% of 13-to-38-year-olds having an account (source: Forbes, Jan. 2016). As the largest generation in our history is starting to require healthcare services for themselves and their families, your hospitals have the opportunity to engage consumers in a platform where 100 million active users spend an average of 30 minutes per day (source: Business Insider, March 2016). Millennials are now representing the largest population with purchasing and healthcare decision power for multiple generations within their households. We need to be part of the conversation within this growing platform where a captive audience lives daily.

What is Snapchat?

Snapchat is a popular mobile messaging application that allows users to share photos, videos, texts, chats and drawings with their friends and followers for 24 hours of viewing. After that time period, the photos and videos automatically erase. Additionally, users can choose to follow their favorite brands’ interactive channels. Although Snapchat was originally a trendy application geared toward teenagers, the recently added features have propelled the platform into a much broader space with advertising potential. Established brands including General Electric, Gatorade and the New York Times are using Snapchat branded channels and filters to connect with their customers with very low-cost, highly personalized content.

Snapchat 101

Below is a breakdown of the six main features for Snapchat users within the application:

  1. Snaps

Snaps can be a photo or video sent in a message to another user that can be viewed or played for up to 10 seconds. Photos and videos can be viewed multiple times over the 24-hour period, with the user being notified each time someone views their snap or if a screenshot is taken.

  1. Geofilter

By swiping to the right of a photo or video, you can add custom filters to enhance your snap including location, temperature and speed filters. There are many advertising opportunities within the geofilter function for brands:

Lens

On the more popular spectrum, Snapchat utilizes facial recognition software filters to brand your face with a superimposed digital image. Animations are activated with mouth or eye movement, such as the popular rainbow mouth and dog ears samples seen below.

snapchat 1

On-Demand Filter

One of the newest features is an on-demand geofilter, which allows a brand to geo-target a group of Snapchat users within a specific location for a set amount of time for a minimal cost. For example, if your hospital is hosting an anniversary celebration, you can create a customized geofilter and encourage attendees to share it on social media for their friends and families to view. Within this feature, brands are providing a personalized experience that can be shared with multiple users in a visually stimulating exhibit that is actively on the user’s phone and inside the third most used application (Snapchat, 2014).

snapchat 2

Sponsored Filter

The most expensive option for brands is to own a sponsored filter, ranging in $500,000-$700,000 category depending on the reach. This temporary branded filter is featured as the first of the lens options and is often used for special events such as movie premiers and product launches. This can be customized by time period and location similarly to an on-demand filter, but with a higher reach due to the placement within the lens category. Some examples of the most popular branded placements are below.

snapchat 3.jpg

  1. Chat

Users can send chat messages to specific users similarly to other chat applications.

  1. Stories

This function allow users to piece together a collection of photos and videos strung together to form a story visible for 24 hours.

  1. Discover

These are 20 dedicated channels for major media publications who have an agreement with Snapchat to publish a daily Discovery Story. Major brands include Buzzfeed, ESPN, Food Network, CNN and Mashable. Below is a chart highlighting the reach and success of each channel (source: Variety.com, 2016):

snapchat 4

  1. Live

This feature allows the Snapchat team to string together snaps from individual users into one long storied snap. It is usually focused on special events and holidays around the world.

Statistics

Here are some quick facts and statistics to know about Snapchat:

  • Founded in 2011 and headquartered in San Francisco, CA
  • There are 200 million users total on Snapchat
  • There are 100 million active users daily
  • More than 20,000 photos are shared every second
  • 70% of Snapchat users are female
  • 60% of smartphone users ages 13 to 24 are on Snapchat
  • User spend an average of 25-30 minutes daily on the app
  • Snapchat reaches 41% of all U.S. 18 to 34-year olds vs. 6% via TV networks
  • Facebook has attempted to acquire Snapchat for $3 billion in the past, but was declined
  • Snapchat is currently valued at $18 billion

(Sources: Omnicoreagency.com, Business Insider, Hubspot, Wall Street Journal)

Branding capabilities

Snapchat can be a powerful communication tool for a brand that easily integrates with other existing social platforms. By creating meaningful visual content, brands can maintain engagement and drive purchasing decisions. The possibilities for hospitals creating engaging content are endless. Initial applications can include:

  • Patient testimonials
  • Physician Q&A
  • Day in the life of a nurse or physician
  • Contests
  • A custom geofilter for special events including hospital week and healthcare observances
  • Virtual tours of floors and units
  • Sneak peeks at grand openings and new programs
  • Behind the scenes and meet the staff footage

Measuring the Return

The most powerful from of marketing is word of mouth. That same word of mouth has extended itself beyond family and friend circles and into the world of social media for everyone to read. More than 40% of consumers use social media to help manage their health (source: Mediabistro) with 41% of people citing social media affecting their choice for a doctor or hospital (source: Demi & Cooper Advertising and DC Interactive Group).

But is Snapchat a valuable use of your limited resources and a viable social platform to provide a return on your investment? Snapchat provides usage data and demographic information regarding views and engagement. Furthermore, the campaign’s call to action can affect how brands can continue the conversation with the user on other platforms including YouTube videos, Facebook and websites.

Snapchat has recently partnered with Oracle to provide more concrete ROI data to compete with other platforms such as Facebook and Instagram. The company has also partnered with Google’s double-click to verify ad viewing and Moat to measure video ads. For brands who have tested the waters with Snapchat, 92% of ads for consumer packaged goods drove higher in-store sales (source: Advertising Age, June 2016).

The key measure of success with any campaign is to monitor a movement in consumer awareness, patient calls and patient volumes. With a tailored campaign, Snapchat is the most digitally interactive application to connect brands to its users. Similarly to other popular social media platforms, there are those brands who are at the forefront and those that risk falling behind. Our hospitals need to be present where users are looking for engagement and to exhibit technological sophistication in everything we do, including communication and advertising.

Next Steps

The first step before venturing into the branding world of Snapchat is to create your own account and start exploring. Become familiar with the functionality and navigation of the platform. Discover what content would be most appealing from the user’s experience and how you can incorporate this tactic into your marketing campaigns.

To learn Snapchat basics including setting up an account, visit Everyone Social’s page: http://www.everyonesocial.com/blog/your-definitive-guide-to-snapchat?utm_campaign=shareaholic&utm_medium=email_this&utm_source=email

Sources

http://www.businessinsider.com/how-much-time-people-spend-on-snapchat-2016-3

http://blog.hubspot.com/marketing/snapchat-best-brands#sm.0000109vp6m3gheiuuhat5f7avf5e

http://mediakix.com/2016/01/snapchat-statistics-2016-marketers-need-to-know/

https://getreferralmd.com/2013/09/healthcare-social-media-statistics/

http://www.wsj.com/articles/snapchat-how-brands-reach-millennials-1466568063

http://variety.com/2016/data/news/snapchat-content-survey-how-much-millennials-actually-use-live-stories-discover-and-more-1201736616/

http://adage.com/article/digital/snapchat-partners-oracle-show-ads-work/304526/

http://mwpartners.com/snapchat-is-now-the-third-most-popular-social-network-among-millennials/

Submitting a Ticket through ZenDesk: The HCA Digital Operations Online Help Desk

By: Hannah Brown

How to Submit a Ticket on ZenDesk

The Digital Marketing Operations Team is excited to introduce Zendesk. Zendesk is an online help desk that allows HCA practices and marketing teams to easily submit any update requests or questions regarding their online listings, Binary Fountain or general reputation management to HCA’s Digital Marketing Operations Team. After a user submits a ticket, a member of the team will follow up regarding the request within 24 hours.

Going forward, we ask that you use this online help desk to:

  • Claim or update online profiles for your hospital, service lines, practice or physicians.
  • Inquire about responding to a review
  • Report a duplicate online profile for removal
  • Contest or hide an online review
  • Make updates to Binary Fountain
  • Provide general feedback to our team
  • ….and much, much more. When in doubt, fill it out!

Here is how to submit a request through Zendesk:

  1. Go to https://hcadigital.zendesk.com. Please note: You do not need to log in.
  2. Click Submit a Ticket.
    zendesk1
  3. Select the type of request you are submitting: Online Business Listings, Binary Fountain, Reviews or Miscellaneous.
    zendesk2
  4. Select a sub-category for your request under the request options.
    zen desk 3
  5. Complete a request form, detailing all relevant information. The following fields are required and must be completed in order to submit a request:
    1. Your name
    2. Your email
    3. Your division
    4. Your location name
    5. A detailed description of the issue

After submitting a request, a member of our dedicated team will follow up with you within 24 hours and continue to provide regular updates on the progress of your request via email. Multiple team members are available to assist with your requests or filter them to the correct people. Additionally, users also have access to a library of digital marketing toolkits to reference at their convenience.

With your help, we look forward to providing a faster, more transparent and more structured support system to better serve you. If you have any questions, please contact Hannah.brown@hcahealthcare.com.