How Social Media can give a BOOST to your agency Chris Wilder, Executive Director Valley Medical Center Foundation
(psst…they made me submit this presentation eight weeks ago, so everything is probably outdated.  Don ’t blame me.) Chris ...
Valley Medical Center 1876
Valley Medical Center 1935
Valley Medical Center 1960
Valley Medical Center 1999
“ Dedicated to the health of the  whole community” VMC is the among the finest hospitals in Silicon Valley
The situation: Replace VMC or LOSE VMC. <ul><li>All California hospitals must be able to withstand an 8.0 quake by 2013 or...
4/08: Public Opinion Polling – can we win a ballot measure for a tax hike with 2/3 of the vote? <ul><li>Maybe, if: </li></...
Step 1: Blogger meets Constant Contact
Chris ’s totally subjective idea on how  to blog  and CC correctly (oh – and it works)
 
 
 
 
 
 
All roads lead to the main message…
Step 3: stay current to stay relevant
Step 5: when others tell your story, re-tell it!
… right up to the last week…
November 4, 7:01 pm… 78% Measure A WINS!
1/12/09 Next up: Capitalize on our new-found fame (public knows us now, hospital staff grateful for our work…)
A grateful VMC staff = a generous VMC staff…
Twitter + email + friendly competition…
If you get paid to say nice things about  your agency, find folks who don ’t and use them!
When others tell your story, retell it!
What you can do with a little time… iMovie, hi-def camera, obnoxious executive director
Social media cannot exist on its own… 50 presentations in 30 days to department meetings, staff gatherings, Q n ’  A… Lots...
… and lunch cannot be served through social media.  Yet.
Facebook and Twitter. Kid stuff?
So, what ’s the ROI here?
<ul><li>“ Chris keeps me in the loop with goings-on at VMC through his constant updates, so when we wanted to partner with...
eLegs – bionic exoskeleton helps paraplegics walk again! OMG.
<ul><li>Find people of INFLUENCE who don’t get paid to say nice things about you… </li></ul>
Social Media: Where you are NOT in control of the message anymore!
How to keep (a little) control? Participate!
<ul><li>AOL ’ s New Problem: Mike Arrington </li></ul><ul><li>Business Insider  —  When AOL bought  TechCrunch  last Septe...
QR Codes – Amazing! What will we do with them?
Social media meets social not-media!
260 chapters and growing…join one!
Social networking, staying engaged = increased cognition, longer life
Thank you for your kind attention! [email_address]   www.vmcfoundation.org   www.wildersideofhealth.blogspot.com   http://...
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Chris wilder national council 2011

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Chris Wilder runs the Valley Medical Center Foundation, supporting the public health system for Silicon Valley. This deck was presented at the National Council's Mental Health and Addictions conference on May 3, 2011, and addresses how social media can boost your nonprofit, help you raise money, and get the word out in a new way.

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  • The National Council's annual conference is a great one, and I'm excited to be presenting for the second year. My talk is on how we in the public benefit sector can use social media for fundraising, awareness, and being a part of the new way we all communicate. There's no going back, so get on board!

    This deck is only semi-useful without me being there to present it, but if you imagine an obnoxious guy running around the room enthusiastically blathering about how great Valley Medical Center is, you're halfway home. More about us: www.vmcfoundation.org
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  • Greetings, folks…most of my presentation will be done “oral history” format, with slides simply supplementing or visually exemplifying what I’m talking about. These first four slides are here merely to demonstrate the history and growth of Silicon Valley’s busiest hospital.
  • When the “new VMC” opened ten years ago, giving us 574 beds, we were seeing maybe 140,000 patients a year (unduplicated, inpatient and outpatient). That number is 240K today, amid our ninth year of consecutive budget cuts.
  • VMC is nationally known for its spinal cord and brain injury programs, regional burn center, and the only Level 1 Trauma Center in San Jose (the nation ’s 10 th largest city). Public opinion polling last year confirmed our guess: Most folks in San Jose didn’t know any of those things.
  • The Northridge Earthquake in 1994 resulted in 14 hospitals being evacuated, and many could not open again. Later that year, the Governor signed a law that still stands as California ’s largest “unfunded mandate”. VMC went to work immediately to comply – but the economy by 2000 was NOT helping.
  • VMC is the public hospital for Silicon Valley – with virtually no marketing or advertising budget. Social media, it seemed to us at the VMC Foundation, might be the catalyst to bring the kind of vital info out to the public that had always been lacking. That dynamic made our chances of victory slim – and as the economy got worse all summer, and as the ballot grew to record-setting size (we were at the bottom), many wrote Measure A off: “You can’t win, and shouldn’t try.”
  • An old adage in fund raising is “people don’t give to organizations; people give to people.” Same is true for blogs. You have to insert your personality, and if you don’t have one of those, have creative funny people help you invent one. Be a little wacky and funny, and don’t be afraid to be personal. I often write about my efforts to lose weight, or my doctor lacing my coffee with blood pressure med’s…it keeps people reading, no matter what I’m writing about.
  • Keep It Short.
  • Here ’s an example of what might have worked in 1998, but not anymore. Great info, and I love Guidestar to pieces, but seriously…the next FOUR slides are continuing shots of the same email! People read novels at bedtime or on the subway…not at their desks at work. How many worthy agencies’ newsletters do you delete without reading? And then you feel guilty. So unfair.
  • Also, look at the distracting stuff all down the right side…your eye doesn ’t know where to go! Maybe it’s just me, but when I’m bombarded with too much info, I tune out or go pet the dog.
  • The important thing is to blog – or film – about things that are really interesting to you…and then let your interest be apparent to the audience. That interest will reinforce your main message, but it has to be more than “we are a great medical center that deserves your support”.
  • What I like is short, relevant blasts of info every few days…and if you ’re making enough noise in your community, you should be able to do that. Not everyone will read every post or email blast, but they’ll get a short, tiny reminder: “We are here!” Remember Horton and the Whos.
  • “ No one reads the paper anymore.”…so, if that’s true, it’s crucial to use your blog, website, twitter, Facebook and constant contact to ensure the message is not missed.
  • Appeal to emotion. It will never stop working. People will forget what you said. They will even forget what you did. But they will never forget how you made them feel. Thanks, Maya Angelou.
  • By the time November 4 rolled around, the ballot in Santa Clara County was at record length, with dozens of candidates, measures, and decisions for voters to wade through…and we were near the bottom. The economy had, over the course of the summer, collapsed. Yet, we won in a landslide with 78.12% - the top vote getter on the ballot. More than Barack Obama.
  • Measure A was a shot in the arm for an increasingly frustrated staff of doctors, nurses, technicians and everyone. The message was clear: The community values what we do, and are willing to step up for us.
  • With 6,000 employees, VMC was a largely untapped potential resource for donations. The question was had to ask ourselves: If we build a social media component, and try to make it a fun campaign, will VMC ’s staff – stretched the limit and facing more layoffs – embrace this or rebel against it?
  • By July 2009, the “Give a Booster Shot” campaign had raised more than twice the goal we set originally.
  • We ’re just scratching the surface on some of these products, but there seems to be an idea floating around that “if you build it, they will come.” I don’t buy that. If you build it, and it’s fun or engaging, and interesting, and has a personality, and you DO THE WORK, then they might come! The VMC Foundation built this page a couple weeks ago, and we have only 240+ “fans” so far…but it’s interesting to see that of the six fans shown on this screen, four are elected officials in Silicon Valley. The story about our Congressman is getting massive buzz, and is helping us in a variety of ways.
  • We ’re just scratching the surface on some of these products, but there seems to be an idea floating around that “if you build it, they will come.” I don’t buy that. If you build it, and it’s fun or engaging, and interesting, and has a personality, and you DO THE WORK, then they might come! The VMC Foundation built this page a couple weeks ago, and we have only 240+ “fans” so far…but it’s interesting to see that of the six fans shown on this screen, four are elected officials in Silicon Valley. The story about our Congressman is getting massive buzz, and is helping us in a variety of ways.
  • Chris wilder national council 2011

    1. 2. How Social Media can give a BOOST to your agency Chris Wilder, Executive Director Valley Medical Center Foundation
    2. 3. (psst…they made me submit this presentation eight weeks ago, so everything is probably outdated. Don ’t blame me.) Chris Wilder, Executive Director Valley Medical Center Foundation www.vmcfoundation.org
    3. 4. Valley Medical Center 1876
    4. 5. Valley Medical Center 1935
    5. 6. Valley Medical Center 1960
    6. 7. Valley Medical Center 1999
    7. 8. “ Dedicated to the health of the whole community” VMC is the among the finest hospitals in Silicon Valley
    8. 9. The situation: Replace VMC or LOSE VMC. <ul><li>All California hospitals must be able to withstand an 8.0 quake by 2013 or be shut down. </li></ul>VMC replaced ½ its seismically outdated beds in 1999, built a new outpatient building 2005-2008, but had NO MONEY for the other 270 beds needed. Price tag: $800,000,000.
    9. 10. 4/08: Public Opinion Polling – can we win a ballot measure for a tax hike with 2/3 of the vote? <ul><li>Maybe, if: </li></ul><ul><li>The economy doesn't get worse </li></ul><ul><li>The ballot isn ’t too long </li></ul><ul><li>We run a really great campaign ($$$) </li></ul><ul><li>Opposition is nonexistent </li></ul><ul><li>… so not bloody likely, but we have to play anyway. </li></ul><ul><li>6/08: Measure A was born. Game on. </li></ul>
    10. 11. Step 1: Blogger meets Constant Contact
    11. 12. Chris ’s totally subjective idea on how to blog and CC correctly (oh – and it works)
    12. 19. All roads lead to the main message…
    13. 20. Step 3: stay current to stay relevant
    14. 21. Step 5: when others tell your story, re-tell it!
    15. 22. … right up to the last week…
    16. 23. November 4, 7:01 pm… 78% Measure A WINS!
    17. 24. 1/12/09 Next up: Capitalize on our new-found fame (public knows us now, hospital staff grateful for our work…)
    18. 25. A grateful VMC staff = a generous VMC staff…
    19. 26. Twitter + email + friendly competition…
    20. 27. If you get paid to say nice things about your agency, find folks who don ’t and use them!
    21. 28. When others tell your story, retell it!
    22. 29. What you can do with a little time… iMovie, hi-def camera, obnoxious executive director
    23. 30. Social media cannot exist on its own… 50 presentations in 30 days to department meetings, staff gatherings, Q n ’ A… Lots of 1:1 communication using the “ telephone ” or “ face to face ” (different than Facebook)
    24. 31. … and lunch cannot be served through social media. Yet.
    25. 32. Facebook and Twitter. Kid stuff?
    26. 33. So, what ’s the ROI here?
    27. 34. <ul><li>“ Chris keeps me in the loop with goings-on at VMC through his constant updates, so when we wanted to partner with a local hospital, I thought of VMC first.” </li></ul><ul><ul><ul><ul><ul><li>- Ned Finkle, VP Strategic Marketing, NVIDIA </li></ul></ul></ul></ul></ul>“ Chris, you are the heart and soul of Valley Medical Center.” - Hon. Liz Kniss, President, Santa Clara County Board of Supervisors
    28. 35. eLegs – bionic exoskeleton helps paraplegics walk again! OMG.
    29. 36. <ul><li>Find people of INFLUENCE who don’t get paid to say nice things about you… </li></ul>
    30. 37. Social Media: Where you are NOT in control of the message anymore!
    31. 38. How to keep (a little) control? Participate!
    32. 39. <ul><li>AOL ’ s New Problem: Mike Arrington </li></ul><ul><li>Business Insider — When AOL bought TechCrunch last September , the first question on everyone's lips was, &quot;How long could Mike Arrington possibly last as an AOL employee?&quot; </li></ul>
    33. 40. QR Codes – Amazing! What will we do with them?
    34. 41. Social media meets social not-media!
    35. 42. 260 chapters and growing…join one!
    36. 43. Social networking, staying engaged = increased cognition, longer life
    37. 44. Thank you for your kind attention! [email_address] www.vmcfoundation.org www.wildersideofhealth.blogspot.com http:// groups.google.com/group/hcsm -workforce 408-885-5299
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