Marketers must be aware that mobile devices are used much differently than desktops. Perhaps an over-arching concept of “micro-moments” should be the guiding force for mobile marketers. An effective mobile strategy works to optimize and synchronize a series of micro-moments to deliver an optimal user experience.
Increase Social Engagement With Facebook Live
Your organization has worked hard on its social media strategy, and you have seen improvement in engagement and interactions. You’d like to do even better, but how?
Are you using Facebook Live? If not, or if you’re only using it sporadically, you might want to consider adding Facebook Live as a routine part of your social media efforts. Not only are people spending three times longer watching live video than previously recorded ones, but the amount of engagement with Facebook Live on news feeds—lots of it!--has not been lost on many brands.
Live streaming can be a great way to get the attention of your audience, draw them in and get them to perform some action, whether it is making an appointment, signing up for an enewsletter or registering for a class. Here are some easy live-streaming tactics to boost your social engagement:
- Show what’s happening behind the scenes. People want to know what’s going to happen with them in a healthcare setting. Perhaps one of your anesthesiologists or OR nurses could provide a live tour of an OR set up for various specific procedures. Show what happens in departments such as radiology, physical therapy or others. If you have a special event or campaign coming up, consider live streaming the preparation backstage just prior to the event. Just keep in mind that if patient care areas are involved, you’ll need to be especially careful about HIPAA issues.
- Report breaking news. Is your organization debuting a new procedure or a new type of equipment? Is there a healthcare-related story blowing up the news that someone in your organization can speak to? When there is something going on like a severe flu epidemic, an environmental event like the forest fires around Gatlinburg and Pigeon Forge, TN, last year or severe weather conditions that can affect people’s health, use your organization’s clinical experts to go live and explain more about what’s happening.
- Repurpose your content. Do you have active bloggers in your organization? Find some of their most popular blog posts and have the blogger (or someone else in your organization) hold a livestreaming event to discuss the post and take questions from viewers. This is a great opportunity to drive people to your website.
If you want to start small with live streaming, pick one of the tactics above and try it. Assess your results. If it works, great. If not so much, then try another tactic.
What is your organization doing with live videos?
A New Digital Advertising Option
If your organization’s marketing strategy includes video and audio, a new media collaboration may help with targeting your audience for these productions.
Fox Networks Group and iHeartMedia have announced a partnership intended to compete against the advertising power of Facebook and Google. The viewer data from Fox and the listener data from iHeartMedia will be combined to identify specific segments of consumers, then reach out to the targeted segments via Fox’s TV and digital platforms and the radio and streaming platforms of iheartMedia. The new entity providing this service is called Smart A/V Audiences.
According to spokespeople from both companies, Smart A/V Audiences will provide marketers with integrated data solutions that will allow for seamless specific targeting across radio, TV and digital in any location where these media are used. The new endeavor will have the ability to precision target at massive scale based on everything from consumer passions for music, sports and programming to sentiments, moments and locations, creating more relevance and better context for results than ever before in broadcast advertising.
Smart A/V Audiences is one of several instances of recent media company collaborations brought about to use their combined resources to provide better targeted advertising. While data will be shared between the two entities, ads will be sold to marketers by each company separately.