This week our group met up to discuss our strategy for Physicians for Peace. Physicians for Peace talked about wanting to reach out to the younger millennial generation and then women over 45. Through our strategy, we are going to help them reach this goals.
Our strategy for Physicians for Peace is to step outside of social media and do events that bring people to their social media. Although we are going to help them ramp up their social media, we are also going to do things that get people motivated to check out their social media.
The first part of our strategy is for millennials. Our idea is that we set up pop up talks in local medical campuses all throughout Virginia. These can happen a few times a year maybe in the mid fall and mid spring. They already work with ODU but why not spread out further?
There are plenty of medical campuses in VA:
~ University of Virginia School of Medicine (Charlottesville, Virginia)
~ Eastern Virginia Medical School (Norfolk, virginia)
~ Liberty University (Lynchburg, virginia)
~ Virginia Tech Carilion School of Medicine and Research Institute (Roanoke Virginia)
~ Edward Via College of Osteopathic Medicine (Blacksburg, Virginia)
Not only will this get younger people to check out Physicians for Peace, this will get younger people interested in the medical field to check them out. They could even offer summer internships which is beneficial not only for a student but it will help Physicians for Peace. They will be able to have an extra set of hands for a summer without it being an actual employee. Also, through offering these internships, people will get awareness of this awesome organization. Although this is particularly helpful to medical campuses, uplifting stories can motivate any campus. It can get younger people ready to make a difference which is something we need nowadays.
The other part of our strategy is for women over 45. Our idea is to get Physicians for Peace involved with Ted Talks. Ted Talks are all the craze for people of all generations but we thought this might be a good way to reach out to 45 and over women. These talks can be Physicians for Peace doctors coming and sharing their stories or it could even be a survivor from another country coming to talk. Indirectly, they are getting these individuals to donate; but it’s a lot more motivating than a donate button on Facebook. People donate when they feel moved; when they feel emotion. We need stories and insight to feel these things. Hearing these things makes us feel them even more. They can post about these events not just on social media platforms but also event websites like eventbrite.com.
We really want Physicians for Peace to be more out there in local communities and we think that if they are, their social media will benefit from it even more.
After doing these things, we have to make their social media make people want to stick around. Talking to the communities pulls people to their social media but the content we post will keep people coming back to their social media.
Instagram needs to be more heart-string-tugging. Think Ted Talks via snapshot. Photos are great, but do people really understand what is going on without a story? Probably not. Through this strategy, Physicians for Peace will post on Instagram about 3x a week and make sure that they are using the best photos and captions to do their stories justice. If the reader does not feel connected, they will overlook.
As far as Pinterest goes, the goal is to show where money is going. Telling what it is going to do is not enough to get people willing to help. Real examples of where donations have gone to and what they have specifically done to help is more likely to get others to engage. Pinterest gives the organization the chance to post things such as infographics. They can create infographics with data and statistics on what is being done with the money donated and also provide more information about their industry. They can also use similar posts from Facebook (see post concepts in the Facebook section) on Pinterest. The organization should post at least once a day.
In regards to Twitter, we will eliminate the use of the SumAll App, that does not serve our strategy whatsoever. The SumAll app is beneficial only to people who work at Physicians for Peace - it not beneficial for the reader. We need to benefit the reader. Physicians for Peace will try to post at least once or twice a day on weekdays. If there is nothing to post that day, that is ok. Less is more sometimes. Posts should always have meaning. We should not post just to post. Their posts will be about news and links to news articles regarding them. Their posts should not be the same things that are on Instagram. The posts also need to be short and sweet so others can retweet and still add their own comments to the tweet. The posts should also be interesting, we want the followers to be intrigued by what is on their timeline not just scroll past the tweets. Posting pictures with tweets is another idea, in hopes that when people see the a picture they’ll stop to look at the tweet (they’re already doing a good job of that on their twitter, but we want to keep it up). We are also working on a couple hashtags that could bring more followers in and to use on both Twitter and Instagram. We also want to start tweeting more at followers (that means paying attention to what our followers are tweeting as well) in hopes of more recognition.
With Facebook, Physicians for Peace will announce events and even invite individuals to these events. Facebook is a great way to reach multiple crowds of people. With publicity of these events a few months in advance and reminders closer to time, they will have more successful turn outs. They also will share more in depth volunteer stories here. They can be similar to the Instagram posts but this is the time to be more in depth. The nonprofit is constant in posting testimonials of their trained physicians. They can further these types of post by making them similar to the concept of “Humans of New York.” Humans of New York tells intriguing and compelling stories of strangers. Physicians of Peace can take this approach by posting interesting stories about the background of their trainees and their journey to becoming physicians. We want followers to share and also be able to relate to these physicians stories.
Physicians for Peace has already established the hashtag, #teachonehealmany, that accompanies many of their posts on Facebook, Twitter and as well as Instagram. The hashtag is simple all the while managing to drive the mission of the nonprofit across. They tend to highlight the education of young women several times on their Facebook. This is a cause that is relatable world wide. Therefore, Physicians for Peace can create a viral video that shows the stories of their female volunteers and healthcare professionals they train. Also, the video will urge their followers and others to post on their Facebook women that have impacted their lives, then add #teachonehealmany after each post. The point of the video is to appeal to the emotions of their followers to motivate them to donate. In the end, we hope to get this hashtag trending on Facebook and other social media platforms and create more awareness about Physicians for Peace.
Our group worked hard this week to pull together this strategy and we are excited to keep fleshing these ideas out. We divided up roles for right now but will evaluate each week what needs to be done. Right now, Lauren, Stormie, and Valerie are in charge of analyzing social media and figuring out our next steps with those platforms. Jason is in charge of seeing what local organizations we can partner with while Jenna looks at what medical campuses would be good to partner with. My role for this week was to look into Ted talks and pull everything together to turn our strategy into words.
Week 2 Contributors: Me, Lauren, Valerie, Stormie, Jason, Jenna