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@csjennings

Posts (19)

Wed, May 29 3:24pm · reddit Advertising: How Not to Get it Wrong and Hurt Your Brand

We know our patients are using reddit. We track it as a
source of online appointment requests. We monitor it on a daily basis. So when one
of my colleagues asked a logical question – why not advertise there? – the
wheels started turning in my head.

Advertising on reddit is straightforward: you’re purchasing a
top post on a particular topic-specific community (aka subreddit). You can bid
per click (CPC), per 1,000 impressions (CPM), or per video view (CPV).

Successful
advertising on reddit isn’t so easy. The platform’s offbeat culture, plain
interface, and propensity for self-policing scare most marketers away. Get it
wrong, and you can hurt your brand.

Pros:

  • Traffic potential is huge: reddit reports 8
    billion pageviews from 234 million unique monthly visitors.
  • Audiences are pre-segmented into subreddits, and
    by clicking on a particular subreddit, they’ve actively expressed interest in
    your topic.
  • Influencers flock here. It’s the self-declared
    “front page of the internet,” after all.
  • They want your business. reddit has expanded
    advertising options, including
    cost per click ads
    , significantly in the last couple of years. Performance
    tracking is easier than ever, and minimum ad spend is only $5.

Cons:

  • redditors tend to spurn marketers.
    Community-generated content is king—and generally outperforms paid posts in
    terms of user engagement.
  • Your audience can be elusive. Subreddits vary
    widely in size and have no naming conventions. (You won’t find any “is Brady
    the GOAT?” debates on r/Superbowl,
    but you will encounter some dazzling
    pictures of owls.) Also, reddit only permits advertising on the top 5000 most
    trafficked subreddits, so targeting is limited.

With that in mind, here are some tips for effective
advertising on reddit.

  1. Ensure you have a solid strategy for engaging with users and organic content before you try advertising.
  2. Create a corporate handle to run ads, rather than using a personal account.
  3. Focus on content marketing, and write the ad like a reddit post.
  4. Find the sweet spot for your audience. Instead of targeting large communities like r/science or even the front page of reddit, it’s more effective—and likely cheaper—to run ads on smaller, more specific subreddits (e.g. r/epilepsy for a neurology campaign). Tools like redditlist can help.
  5. Run short campaigns. Content goes stale quickly on reddit, and you can’t edit a campaign while it’s running.
  6. As always: monitor comments, keep an eye on metrics, and refine ad strategy as you go.

Has your organization dipped its toes into reddit
advertising? Share your thoughts in the comments.

Thu, Mar 21 9:05am · Classes and Events Software in Platforms, Software, and Tools

@christybelden, I work with our CME programs at Mayo and we use EthosCE. They do integrate with CRM, although we haven't gone down that path yet.

Nov 28, 2018

Thanks! This is helpful because annotations are outdated and removing them from each video is tedious. However, it does mean that there will no longer be any clickable links on videos that haven't been updated with Cards and/or End Screens. If you want to add a clickable link to the video itself (i.e. not down in the description), you'll have to do that manually for each video.

Aug 7, 2018 · Advertising on YouTube in Give & Get Advice

Hi Lucy – caveat that I don't have a ton of experience with YouTube advertising. But as best I can tell, you CAN target audiences if you build your campaigns through Google AdWords. Hootsuite has a great overview of advertising targeting options here: https://blog.hootsuite.com/youtube-advertising/ (scroll down to "Find your audience with targeted ads").

Jul 24, 2018

Thanks @MakalaArce! I saw your tweet as well.

Feb 22, 2018 · Empowering Nurse Leaders to Embrace Social Media

@lucybordewick Great to hear that there was so much interest from your staff. We had five specific calls to action for people attending our training – see attached document for details.

Feb 19, 2018 · Empowering Nurse Leaders to Embrace Social Media

We consider ourselves social media evangelists. So we were thrilled to have a chance to reach our largest-ever group of potential converts at Mayo Clinic: the Department of Nursing. Nurses represent one in four Mayo employees. Over the past year and a half, Public Affairs teamed up with Nursing representatives to collaborate on a project to educate nurses about social media. The result: a one-hour hands-on training program that is spreading the social media gospel among Mayo Clinic nurses.

Historically, Nursing leadership was hesitant to embrace social media. They simply didn’t see it as a priority for such a large department. In fact, they thought it could be a hazard. When we spoke with unit leaders, they expressed concerns about nurses exposing protected health information when taking Facebook photos with patients, or being distracted by Instagram while on the clock.

But social media is a key part of Mayo Clinic’s communications strategy. It helps our clinical staff stay up-to-date on practice and research developments. It’s an efficient way to communicate with patients and their families to foster community and continues our strong word-of-mouth tradition. We’ve always relied on employees and patients to share good news about Mayo Clinic – social media makes that even easier.

We successfully secured the buy-in of the Mayo Clinic Nursing Executive Committee, hence the Nursing Social Media Workgroup was born. The workgroup includes both Nursing leaders, who understand the importance–and complexity–of communications on the front lines of patient care, and Public Affairs staff, who can help clinical team members apply digital communications tools appropriately.

The workgroup’s first task was to identify knowledge gaps and barriers specifically for nurses. We also wanted our training to meet nurses’ learning style. We asked our Nursing colleagues: Who should be trained first? Start with unit leaders, they suggested, since nurses are accustomed to information cascading through their units. How do nurses prefer to learn? By engaging in discussions that make social media relevant to their daily work, rather than sitting through a lecture on high-level guidelines. How should we end the training? Give leaders several easy ways to share the training with their units, so they don’t have to determine next steps on their own.

In response, the workgroup created a one-hour training session tailored to the learning needs and preferences of nurses, that included:

  • Overview of Mayo Clinic’s social media philosophy, including a video of Pam Johnson, Chief Nursing Officer, and Lee Aase, MCSMN Director, encouraging nurses to engage with social media (below).
  • Review of social media guidelines.
  • Role-play scenarios based on situations nurses have encountered.
  • Discussion of next steps for leaders to take with their units.

We developed a quarterly plan to activate social media “super-users” within Nursing units. Super-users will act as liaisons between Nursing staff and the workgroup,  will answer questions from their colleagues, and encourage appropriate use of social media among nurses.

To measure our progress, we sent out pre- and post-surveys to every training group. The survey questions focus on how comfortable nurses felt in certain social media scenarios. The pre-surveys show a wide array of comfort levels, from “not at all” to “very.” After just an hour of training, nurse leaders’ answers cluster around “comfortable” to “very comfortable.“ It’s a trend our workgroup is happy to see–and that we hope will continue as we educate more nurses.

Through this project, we helped one of our largest groups of employees understand how social media, when used appropriately, can be an asset rather than a threat.

How have you reached out to educate your staff about the power of social media?

Margaret Shepard is a Communications Specialist on Mayo Clinic’s Social & Digital Innovation team. Margaret received her Master’s of Science degree in Communications from North Dakota State University and joined the team in May of 2015. Margaret consults with Mayo Clinic departments on how to use social media strategically and works with Marketing to further digital strategies for engagement and strategically use organic social media as part of larger Marketing strategies.

Shea Jennings is a Communications Associate on Mayo Clinic’s Social & Digital Innovation team. A recent graduate of Yale University, Shea joined the team at Mayo Clinic in July 2016. She supports the Mayo Clinic Department of Medicine’s continuous professional development courses, using social media and digital tools to promote additional attendance for the courses, and also to improve the course experience and participant engagement.