For hospitals, social media is really a good thing - particularly in a crisis.

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The presentation was given on Oct 7, 2011 at the VSHMPR conference in Richmond, VA. Focusing on crisis communication and social media, I wanted to show risk-adverse hospital PR and communication professionals that social media is actually a good thing. Outlining the key positive characteristics of social media, including trust, credibility and transparency, I sought to convey that social media is a natural extension of communications and highlights a much needed change in healthcare.

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  • For hospitals, social media is really a good thing - particularly in a crisis.

    1. 1. Using Social Media toBuild Patient Loyalty and Engagement Following a Crisis 1
    2. 2. a.k.a. “Social Media isreally a good thing” 1
    3. 3. About me • Director, Digital Marketing and Communications, Inova Health System • Six hospital not-for-profit system serving Northern Virginia & Washington DC • Advisory Board Member, Mayo Clinic Center for Social Media • Consultant for more than 100 hospitals/ physician practices 3
    4. 4. “Someone just stole a baby from Fairfax hospital.WTF is wrong with people.” 4
    5. 5. Quick poll...How many of you have..? For yourself? For your hospital? 5
    6. 6. Quick poll...How many of you have..? For yourself? For your hospital? 5
    7. 7. Quick poll...How many of you have..? For yourself? For your hospital? 5
    8. 8. Quick poll...How many of you have..? For yourself? For your hospital? 5
    9. 9. Quick poll...How many of you have..? For yourself? For your hospital? 5
    10. 10. Quick poll...How many of you have..? For yourself? For your hospital? 5
    11. 11. Quick poll...How many of you have..? For yourself? For your hospital? 5
    12. 12. The latest hospital stats... http://ebennett.org/hsnl/ (Percentage of 1188 hospitals measured, 6/8/11) 6
    13. 13. 7
    14. 14. • 1/13 people on Earth• 700 million users 7
    15. 15. • 1/13 people on Earth• 700 million users • 2nd largest search engine • 15 min/day on average 7
    16. 16. • 1/13 people on Earth• 700 million users • 2nd largest search engine • 15 min/day on average • 13% of all online adults • Doubled in use over past year 7
    17. 17. • 1/13 people on Earth• 700 million users • 2nd largest search engine • 15 min/day on average • 13% of all online adults • Doubled in use over past year • 44 million users in US •17.8 million users in Groups 7
    18. 18. Why are wedoing this?Does thisscare you? 8
    19. 19. I feel sorry fortraditional media 9
    20. 20. Social media has changed everything 10
    21. 21. Social media has changed everything “...social media is a blending of technology and social interaction for the co-creation of value...” - Wikipedia 10
    22. 22. Social media has changed everything “...social media is a blending of technology and social interaction for the co-creation of value...” - Wikipedia• Trust 10
    23. 23. Social media has changed everything “...social media is a blending of technology and social interaction for the co-creation of value...” - Wikipedia• Trust• Credibility 10
    24. 24. Social media has changed everything “...social media is a blending of technology and social interaction for the co-creation of value...” - Wikipedia• Trust• Credibility• Transparency 10
    25. 25. Social media has changed everything “...social media is a blending of technology and social interaction for the co-creation of value...” - Wikipedia• Trust• Credibility• Transparency• Relevancy 10
    26. 26. Social media has changed everything “...social media is a blending of technology and social interaction for the co-creation of value...” - Wikipedia• Trust• Credibility• Transparency• Relevancy• Two-way dialogue 10
    27. 27. Trust is at the foundation 11
    28. 28. Social Media builds trust Consumers’ Use, Preference and Expectations of Hospital Social Media - YouGov Research, July 2011 12
    29. 29. Social Media builds trust• 57 % of people indicated a social strong impact connection with a hospital has a media on their decision to seek treatment Consumers’ Use, Preference and Expectations of Hospital Social Media - YouGov Research, July 2011 12
    30. 30. Social Media builds trust• 57 % of people indicated a social strong impact connection with a hospital has a media on their decision to seek treatment Consumers’ Use, Preference and Expectations of Hospital Social Media - YouGov Research, July 2011 12
    31. 31. Social Media builds trust• 57 % of people indicated a social strong impact connection with a hospital has a media on their decision to seek treatment• 81% of consumers believe that ifthey are likely a strong social media presence, a hospital has to be more cutting edge, creating a halo effect Consumers’ Use, Preference and Expectations of Hospital Social Media - YouGov Research, July 2011 12
    32. 32. People don’t like hospitals 13
    33. 33. Maintaining credibility via social media 14
    34. 34. Maintaining credibility via social media• Ongoing participation 14
    35. 35. Maintaining credibility via social media• Ongoing participation• Develop a social media policy 14
    36. 36. Maintaining credibility via social media• Ongoing participation• Develop a social media policy• Educate employees 14
    37. 37. Maintaining credibility via social media• Ongoing participation• Develop a social media policy• Educate employees• Rely on our culture and values 14
    38. 38. With social media,there’s no room forcrappy products and services 15
    39. 39. Give employees access - StopBlocking.org 16
    40. 40. Inova.org/socialmedia 17
    41. 41. Continuum of “I-Don’t-Care” Don’t Care Care somewhat Care deeply (not engaged) (kinda engaged) 18
    42. 42. Continuum of “I-Don’t-Care” Don’t Care Care somewhat Care deeply (not engaged) (kinda engaged) 18
    43. 43. Continuum of “I-Don’t-Care” Don’t Care Care somewhat Care deeply (not engaged) (kinda engaged) iscovering D 18
    44. 44. Continuum of “I-Don’t-Care” Don’t Care Care somewhat Care deeply (not engaged) (kinda engaged) esearching R iscovering D 18
    45. 45. Continuum of “I-Don’t-Care” Don’t Care Care somewhat Care deeply (not engaged) (kinda engaged) g Op inions S harin esearching R iscovering D 18
    46. 46. Continuum of “I-Don’t-Care” Don’t Care Care somewhat Care deeply (not engaged) (kinda engaged) g Op inions S harin esearching R iscovering D 18
    47. 47. Social media is relevant Can be used throughout the “Continuum of I-Don’t-Care”Facebook Gowalla Forums Twitter Flickr SMM UStream Yelp!Digg SlideShare LinkedIn Local Angie’s List Tumblr Amplify Listings Microsites g Op inionsFoursquare User S harin GroupsYouTube esear ching BlogsR iscovering D 19
    48. 48. Social Media shouldn’t force us to be transparent... 20
    49. 49. Social Media shouldn’t force us to be transparent... we should. 20
    50. 50. Two-way communication is lopsided 21
    51. 51. Social media can make or break a crisis 22
    52. 52. Social media can make or break a crisis 22
    53. 53. Social media crises - a growing concern• A crisis issue that arises in or is amplified by social media• Stems from the exposure of: • Poor customer experiences • Poor influencer relations • Violations of ethical guidelines Social Business Readiness: How Advanced Companies Prepare Internally - Altimer Group, Aug 2011 23
    54. 54. Causes for social media crises Internal Education Professional Staff Triage Plan Employee PolicyInfluencer Identification Moderation Community Guidelines Social Business Readiness: How Advanced Companies Prepare Internally - Altimer Group, Aug 2011 24
    55. 55. Causes for social media crises Internal Education Professional Staff Triage Plan Employee PolicyInfluencer Identification Moderation Community Guidelines Social Business Readiness: How Advanced Companies Prepare Internally - Altimer Group, Aug 2011 24
    56. 56. Crisis Communication Social Media Strengths StrategiesRespond quickly and accurately Real-time communication Two-way communication from Be transparent & accessible multiple platforms Address perceptions Relevant communicationsLeverage existing relationships Expanded reach Relationship and engagement Manage residual perception building 25
    57. 57. Crisis Communication Social Media Strengths StrategiesRespond quickly and accurately Real-time communication Two-way communication from Be transparent & accessible multiple platforms Address perceptions Relevant communicationsLeverage existing relationships Expanded reach Relationship and engagement Manage residual perception building 25
    58. 58. Crisis Communication Social Media Strengths StrategiesRespond quickly and accurately Real-time communication Two-way communication from Be transparent & accessible multiple platforms Address perceptions Relevant communicationsLeverage existing relationships Expanded reach Relationship and engagement Manage residual perception building 25
    59. 59. Crisis Communication Social Media Strengths StrategiesRespond quickly and accurately Real-time communication Two-way communication from Be transparent & accessible multiple platforms Address perceptions Relevant communicationsLeverage existing relationships Expanded reach Relationship and engagement Manage residual perception building 25
    60. 60. Crisis Communication Social Media Strengths StrategiesRespond quickly and accurately Real-time communication Two-way communication from Be transparent & accessible multiple platforms Address perceptions Relevant communicationsLeverage existing relationships Expanded reach Relationship and engagement Manage residual perception building 25
    61. 61. Crisis Communication Social Media Strengths StrategiesRespond quickly and accurately Real-time communication Two-way communication from Be transparent & accessible multiple platforms Address perceptions Relevant communicationsLeverage existing relationships Expanded reach Relationship and engagement Manage residual perception building 25
    62. 62. Social media is natural(and good for us) 26
    63. 63. Building loyalty and engagementafter a crisis - the silver bullets 27
    64. 64. Building loyalty and engagementafter a crisis - the silver bullets• Build trust 27
    65. 65. Building loyalty and engagementafter a crisis - the silver bullets• Build trust• Educate internally & externally 27
    66. 66. Building loyalty and engagementafter a crisis - the silver bullets• Build trust• Educate internally & externally• Use a human voice 27
    67. 67. Building loyalty and engagementafter a crisis - the silver bullets• Build trust• Educate internally & externally• Use a human voice• Empower and inspire 27
    68. 68. Building loyalty and engagementafter a crisis - the silver bullets• Build trust• Educate internally & externally• Use a human voice• Empower and inspire• No one forgets - they just forgive 27
    69. 69. Building loyalty and engagementafter a crisis - the silver bullets• Build trust• Educate internally & externally• Use a human voice• Empower and inspire• No one forgets - they just forgive• There are no silver bullets 27
    70. 70. Questions? Chris Boyer @chrisboyer www.christopherboyer.com @InovaHealth www.inova.org/socialmedia 28

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