Kimberley Knight (LinkedIn) our Social Media Marketer of 2020 award winner is responsible for developing and delivering social media strategy, creating content for and managing all social media channels across Australia and growing communities on Instagram, Facebook, LinkedIn and Twitter for Ramsay Health Care.
Mireille Ryan SMMI CEO had the chance to interview and congratulate our Social Media Marketer of the Year recipient and find out more about the amazing work Kimberley does in her role at Ramsay Health Care.
Why do you love social media?
That’s a fascinating question because it’s changed so much since I started. So I started as a digital marketer and, in the last probably five years, I have just solely focused on social media, and it’s always changing. It changes all the time, like literally every day. It’s just an inspiring space to be in, especially when you partner social media with psychology.
What’s your favourite social media platform?
Instagram, I’m not particularly eager to pick favourites. It’s like children. I wouldn’t say I like to select a favourite, but if I had to pick one, it would be Instagram.
You mentioned that you were in the digital marketing space before you moved into social media. What sort of organisations have you been working with in the past?
We had our agency for years. That’s probably my most recent plethora of experience in digital media. We had a company called Knight Global for quite some time, which was exciting, and I worked with my husband and had terrific clients. But the landscape in social media started to change, and I wanted to dive down into just social media. I felt that going into a business role would expand that experience that I already had.
So tell us about the organisation that you’re working with now.
I work for Ramsay Health Care now, which is a very cool company to work for given the environment at the moment, and it just so happened to work out that way. I moved from working with a tech startup to then working for the second largest healthcare provider globally. Given the bush fires happened and then COVID happened, it was a, don’t want to say great, because COVID has not been great, but it’s been a great industry to be in. To lead the way in social media and try and grow new things in that space. So it’s been a fascinating industry to be in.
Do you have a team that you work with, or is it a reasonably small team? You’re talking about managing so many different areas; surely you’ve got people who will be helping you out?
This question is a question I get asked all the time. I work in a marketing team, and I work with a communications team, but no, I am the only social media person in the marketing team. I’m the only one that touches social media in any way, shape or form. So yes, it keeps me busy.
If you’re the only person doing social media for a massive health organisation, how do you manage? I mention this because there are lots of different locations. I know with Ramsay Health they have hospitals and other sites all around the country and around the world. So how do you manage that?
I had to come up with a strategic rollout of social media. Unfortunately, when the bushfires happened, and weeks after the bush fires, COVID happened, my strategy was to go out the window, which is every social media manager’s worst nightmare. And, and we’ve had to be reactive continually and pivot and change. Even though I ran a very tight campaign regarding the bush fires and COVID and then just the day-to-day running, I had to make sure that I was reactive and able to pivot. Still, it is a juggle. We have 79 Facebook pages. So it is a juggle.
How do you manage 79 pages?
I enlisted early on in the piece when I started at Ramsay, site champions. So I would ask local site champions to send me content, and that might be in the form of just a blurb or just imagery. I sent them detailed specs on how to take photos on your phone or take videos on your phone. Then I would get them to send me through that content. We’re still not able to yet because hospitals don’t have many resources to give over to social media. We still have many sites that don’t have that. And we do have to chase for content.
But I’m fortunate that those guys, especially during COVID, supported me in sending through content that was almost ready and raring to go. So that was, that was super helpful in regards to the day-to-day running of 79 Facebook pages. I have a very, very packed calendar. I separate blocks of time every day for content creation, or it might be reporting metrics back to CEOs or reporting metrics back to the board. Whatever it is, it’s blocked out of my calendar every day. Then, you have to pivot if something comes up.
Tell us more about the bushfire work.
The bushfires were interesting because I came back to start the new year, and we’re already in the midst of the bushfire season. A majority of our competitors hadn’t put anything up on social media. Everybody was very, very silent on the ground, and I went to our head of communications and said, you know, I think we need to get in front of this. It required a strategic crisis management plan that I built with her. And then we started to roll out in a very gentle fashion. The overall sentiment of the bushfires was positive, in any case. It was easier to work with a positive sentiment because everyone helped each other and wanted to share all the positive initiatives that we’re doing.
It was an easier audience to work with because we knew how they were reacting. COVID was completely different. Bushfires we could work with, and everything I’d mapped out kind of went to plan. You would often have a CEO or local political members say, this has happened and can you pivot, and we did. But it was a lot smoother across this management plan.
What were some of the results that you saw from this work that you did?
We made sure that we used many platform initiatives like Facebook with their donate button, especially during the bushfires. We used all of those, everything that the platforms brought out or the hashtags they brought out, we utilised, and we could raise money, which was not the initial intention. We had our sites initially just putting out content or sharing local initiatives that they were doing. That might’ve been getting local charities or local Woolworths to buy baskets, to send to the fireys who stayed in the hospitals or whatever it might’ve been.
Suddenly, we started building on top of that and using all these different things that Facebook or Instagram or Twitter had built. And we sold that we could start raising money for people that needed it. So one of the most significant results to come out of it was that we raised a considerable amount of money. And that was kind of never, never the goal. It was just to put awareness out there, especially to our communities. When we searched, a considerable amount of local attention and local engagement happened, and that was our foremost priority to educate and to empathise with this situation.
I want to congratulate you again for winning the Social Media Marketer of the Year. And I wanted to ask what led you to enter in the first place?
I have followed the Social Media Marketing Institute for quite some time, and it was something that I had attended last year in person when we were allowed to. I never thought of entering; for the marketer of the year. It just so happened that we were about to put in for a whole bunch of categories as Ramsay as a whole. And because COVID happened, we couldn’t because all the campaigns we were going to run kind of went by the wayside. And so it was left down to me, for social media marketer of the year. And I asked the manager of communications if I should still go ahead and do it. And, she backed me a hundred percent.
I’m just so supported by our management team at Ramsay. So that’s the reason that I went ahead with it. It was initially for all the campaigns that we were going to roll out and for the marketing team as a whole, and then it just came down to me.
What was your reaction when you found out you’d won the Social Media Marketer of the Year award?
I screamed aloud. I screamed and jumped. I was actually on the coast with many friends, which was a lovely environment today. We had champagne, I was dolled up, and it was a lovely environment to celebrate with them, with the people who have supported me through this and could enjoy my celebrations afterwards.
Why are awards important for the social media industry?
I think social media always has; even though it’s always been a part of marketing, it has been quite a slow burn. Even though we use it in day-to-day life to prove its worth and prove that it is essential in the marketing team, this isn’t just Ramsay. This is in general marketing. At the moment, we’re still trying to prove the worth of social media all the time. I believe we have awards to recognise social media’s power and how it can change audiences and drive people to engage and educate actively. I think that’s so important. It’s educating other people in marketing that we are moving forward and what a priority social media should be in all campaigns.
If someone’s reading this and thinking about entering next year, what would you recommend?
Do it; you have nothing to lose by entering. Throw your hat in the ring, cross your fingers, and hope that you’ve done an outstanding job, but even if you don’t win, I think still being able to back yourself and say, you know, I think I’ve done a great job. And when you’re putting in your entry, actually writing down what you’ve done for either a campaign or for the year is, I think as social media marketers, we often forget all the day-to-day bits that make up the campaign. And so it’s terrific to reflect and be able to write those all down and go, well, look, look what I did. Yeah, no, I would encourage anybody to do it because I think it’s leading the way.