SJHS Social Media Landscape
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
807
On Slideshare
807
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
19
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. The Social Media Landscape Jennifer Elliott May 7, 2009
  • 2. What is Social Media? • The simplest way to explain social media… 05/07/09 Jennifer Elliott
  • 3. … and more 05/07/09 Jennifer Elliott
  • 4. Just kidding… but not really. Official definition: Social Media - The online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other. 05/07/09 Jennifer Elliott
  • 5. In other words: Social media is communication… powered by: 05/07/09 Jennifer Elliott
  • 6. … and more 05/07/09 Jennifer Elliott
  • 7. Two Important Questions - 1. How could SJHS and its ministries leverage social media for marketing and promoting their brands? 2. How could social media affect SJHS and its ministries? 05/07/09 Jennifer Elliott
  • 8. Discussion Agenda Key Social Media Tools 1 Tools to Be Aware Of 2 Thoughts & Recommendations 3 Questions / Answers 4 05/07/09 Jennifer Elliott
  • 9. 1. How could SJHS and its ministries leverage social media for marketing and promoting their brands? 05/07/09 Jennifer Elliott
  • 10. Use of Internet for Health Information 05/07/09 Jennifer Elliott
  • 11. Online sources for health information • 67% use search engines to find information (default gateway for online health information) • 46% use health portals (WebMD,etc) • 34% use other social media (blogs, social networks, etc) • 36% want to see what other consumers say about medication / treatments Source: Opinion Research Corporation - How America Searches: Health and Wellness – January 2008 05/07/09 Jennifer Elliott
  • 12. Communication Preferences By Audience . Born before Born Born Born 1946 1946 - 1964 1965 - 1981 1982 - 2000 Not so serious; Style Formal Semiformal irreverent Eye-catching fun Attainable within Get to the point – Chunk it down but If and when I need Content reasonable time give me everything what do I need to it, I’ll find it online frame know? Relevance to the Relevance to my bottom line and my Relevance to what Relevance to now, Context security; historical rewards matters to me today and my role perspective Openly questions Accepting and Accept the “rules” OK with authority authority; often Attitude trusting of authority as created by the branded as cynics that earns their and hierarchy Veterans respect and skeptics Source: Communication World, March-April 2008, p.20; IABC.com/cw 05/07/09 Jennifer Elliott
  • 13. Communication Preferences By Audience cont. Born before Born Born Born 1946 1946 - 1964 1965 - 1981 1982 - 2000 Print; conventional mail; face-to-face Online; some dialogue or by Print; conventional face-to-face (if Online; wired; mail; face-to-face they’re really seamlessly Tactics phone; some dialogue; online needed); games; connected through online information and interaction tools and resources technological technology interaction Attainable within Immediate; when Speed reasonable time Available; handy Five minutes ago frame I need it In digestible Frequency amounts As needed Whenever Constant Source: Communication World, March-April 2008, p.20; IABC.com/cw 05/07/09 Jennifer Elliott
  • 14. Leveraging Social Media • RSS feeds • Webcasting* • Podcasting* • eCards • Video-on-demand • eNewsletters* (vodcasting) • Micro-blogging • Blogs/Journals • Expert-to-consumer (SJHS/MD/Patient) Q & A* • Health tools/widgets • Mobile media * Located in Appendix 05/07/09 Jennifer Elliott
  • 15. RSS Feeds (Really Simple Syndication) Click icon for video explanation • WHAT IS IT: (Need Internet Connection) Ability for user to subscribe to regularly updated content so they automatically get updates when made • POTENTIAL USE: • Hospital Press Releases • Hospital News/Announcements • Podcasts/Vodcasts Notes / Cautions: • Blogs •Free to use •Use standard logo •User needs RSS feed reader to use – also called aggregators 05/07/09 Jennifer Elliott
  • 16. Vodcasting (Video-on-demand) • WHAT IS IT?: Syndication of video files (mp4) available for play on demand, by download, or RSS feed • POTENTIAL USE: • Reuse existing video • Hospital Information / Virtual Tours • Construction Updates Notes / Cautions: • Educational Series •Target video length = under 3 min • Patient Stories •Potential bandwidth concerns • Career Opportunities depending on hosting arrangement • Community Involvement •Viewers w/o broadband = non- optimal playback 05/07/09 Jennifer Elliott
  • 17. Vodcasting - Examples 05/07/09 Jennifer Elliott
  • 18. Blogs / Journals • WHAT IS IT?: Short for “web log” - An online journal comprised of links, images, video and postings in reverse chronological order. Most allow comments/feedback. Think keynote speaker/ expert panel • POTENTIAL USE: • Establishing Online Customer Relationship • Topic Experts (MDs w/ Service Notes / Cautions: Line) / Key Spokesperson •Potential to build relationships w/ • Patients prospective patients • Hospital PR / Communication •Aids in achieving transparency – Established Channel PRIOR to Crisis • ‘humanizes’ BIG health system – Events •Blog must be kept current / – Construction monitored for comments – or does – Notices – Information – Customer Service more harm to brand •Opens 2-way communication •Be prepared / have plan for negative feedback/comments 05/07/09 Jennifer Elliott
  • 19. Blog - Examples 05/07/09 Jennifer Elliott
  • 20. Health Apps / Widgets • WHAT IS IT?: Small applications that provide functionality and content online, distributed through a potentially limitless number of websites. They are uploaded onto desktops or sites (personal sites, profile pages, blogs) by end users. • POTENTIAL USE: • Marketing / Brand Awareness • General Health Tips / Headlines • Daily BP / Blood Glucose Tracker Notes / Cautions: •Widgetbox.com – Free widget • Gift Shop Promotions wizard • Topic Related Screenings / Info •Could be costly to create • Insurance Plan Info •Original & customized widgets need • Interactive Games (kids+health) computer programming 05/07/09 Jennifer Elliott
  • 21. eCards • WHAT IS IT?: Small greeting with image and personal message usually sent by user to another user via email • POTENTIAL USE: • Fundraising • eGreeting during hospital stay • Branded reminders for users to send loved ones for important screenings, events, promotions Notes / Cautions: – Breast Cancer Month •Very easy to implement – Colon Cancer Month •Might need minimal outside – Wellness Events (Relay for programming Life) •Could be distributed via widget 05/07/09 Jennifer Elliott
  • 22. Microblogging - Twitter • WHAT IS IT?: A form of blogging that allows users to post brief text updates – usually under 200 characters. They might include links to photos or audio clips -- to be viewed by the public or fed directly to subscribers by RSS. These messages can be submitted by a variety of ways, including text messaging, instant messaging, email, digital audio or the web. Notes / Cautions: • POTENTIAL USE: •Free set-up • Establishing Online Customer •Must be monitored / kept up to date Relationship for success • Delivery of Press Releases / Announcements •Best if managed by one person to • Crisis Communication – keep consistent tone Pandemics, Trauma •Can help build consumer • Commentary on Specific Healthcare Topics relationships • Patient Stories •Have a plan and think out clearly before “jumping in” 05/07/09 Jennifer Elliott
  • 23. Microblogging – Twitter examples 05/07/09 Jennifer Elliott
  • 24. Mobile Media • WHAT IS IT?: Data and content delivered / accessed through a mobile device such as a PDA or cell phone • POTENTIAL USE: • Text Message Marketing www.stjoe.org Click to play video overview • 2D Barcode Marketing • Mobile websites Notes / Cautions: •Message delivery is dependant on user’s mobile device – do they have camera? Do they have barcode reader? •Need barcode generator – easy •Some applications offer to the minute tracking & geographic locations 05/07/09 Jennifer Elliott
  • 25. Mobile Media – Mobile Website • WHAT IS IT?: Version of website delivered via mobile device • POTENTIAL USE: • Mobile ‘dark’ site • Emergency information (location / directions / phone numbers) • Doctor Finder (location/phone) • Wellness Articles Notes / Cautions: • Health Tips •Simply adding script to website so lean version appears on phones •If possible, should really be done 05/07/09 Jennifer Elliott
  • 26. Leveraging Social Media Recap So Far: • RSS feeds • Webcasting • Podcasting • eCards • Video-on-demand • eNewsletters (vodcasting) • Micro-blogging • Blogs/Journals • Expert-to-consumer (SJHS/MD/Patient) Q&A • Health tools/widgets • Mobile media These Items Allow the Ability to ‘Retain Control’ 05/07/09 Jennifer Elliott
  • 27. Leveraging Social Media • BUT… Social Media is not always neat and it’s not always controllable 05/07/09 Jennifer Elliott
  • 28. Leveraging Social Media Additional (not always controllable) ways for SJHS leverage social media for marketing and promoting brand • Blogs • Microblogging • YouTube® (Twitter) • Health Portals* • Online gaming* • Expert-to-consumer • Discussion boards* Q & A* • List Servs* • Social Networking • Mobile Media * Located in Appendix 05/07/09 Jennifer Elliott
  • 29. YouTube ® • WHAT IS IT?: A video sharing website where users can upload, view and share video clips. • POTENTIAL USE: • Establishing Online Customer Relationship • Reuse existing video • Hospital Information / Virtual Tours Notes / Cautions: • Construction Updates •Additional exposure to subscriber’s • Educational Series viewers • Patient Stories • Career Opportunities •Video hosted on YouTube – less • Community Involvement bandwidth concern •Viewers can leave comments, rate •Can’t control ‘related videos’ that appear 05/07/09 Jennifer Elliott
  • 30. YouTube ® - example 05/07/09 Jennifer Elliott
  • 31. Social Networking (Social Graph) • WHAT IS IT?: The process of creating relationships using forums, blogs, micro-blogging, etc between a user and other people based upon some formal social graph. • SOCIAL GRAPH: A map of the relationships between individuals, ranging from casual acquaintance to close familial bonds. These mappings develop into virtual communities built around similarity and affinity regarding a topic. Think lunch tables Notes / Cautions: • POTENTIAL USE: •Creation of an official account will • Establishing Online Customer provide an avenue with some control Relationship for official statements. Otherwise – • Building/promotion of brand virtually no control over content (in loyalty or “fans” some extreme cases you can contact actually networking company) •Ministries can be ‘tagged’ in photos, etc. 05/07/09 Jennifer Elliott
  • 32. Social Network - Examples 05/07/09 Jennifer Elliott
  • 33. Additional Social Media Other Social Media to be aware of…. • Wiki / Wikipedia • Meta-Social Media • Customer Review /Social Bookmarking Sites • Photosharing 05/07/09 Jennifer Elliott
  • 34. Wiki - Wikipedia • WHAT IS IT?: A wiki is a collection of web pages designed to enable anyone with access to contribute or modify content, using a simplified editing too – usually a WYSIWYG. • POTENTIAL USE: Notes / Cautions: • Internal knowledge base •Virtually uncontrollable • Internal shared knowledge •Monitoring is essential for ministries 05/07/09 Jennifer Elliott
  • 35. Wiki Example 05/07/09 Jennifer Elliott
  • 36. Customer Review Sites • WHAT IS IT?: Sites that allow users to share their experiences or rate just about anything. Think “word of mouth” meets the Internet • POTENTIAL HARM: Notes / Cautions: •Growing importance as these • Negative publicity made sites gain popularity public 05/07/09 Jennifer Elliott
  • 37. Customer Review Sites 05/07/09 Jennifer Elliott
  • 38. Customer Review Sites 59.1% 72.2% 74% research choose Use social companies’ companies/ media to “vent” customer care brands based about a online prior to on others’ customer care purchasing customer care experience products and experiences services at shared online least sometimes 2008 Society for New Communication Research 05/07/09 Jennifer Elliott
  • 39. Photo Sharing • WHAT IS IT?: Websites for transfer of a user's digital photos online, enabling them to share them with others (whether publicly or privately). They can connect with mobile devices for instant sharing. They usually allow for comments • POTENTIAL USE: • Sharing photos from ministry- Notes / Cautions: sponsored events •How will photos taken at the hospital be handled? Policy? 05/07/09 Jennifer Elliott
  • 40. Photo Sharing Example 05/07/09 Jennifer Elliott
  • 41. Social Bookmarking Meta Social Media • WHAT IS IT?: A method for Internet users to publicly ‘share’ bookmarks of web pages on the Internet using metadata -- typically in the form of tags that collectively and/or collaboratively become a folksonomy. • FOLKSONOMY - also called social tagging, the process of many users adding keywords to help the ‘search’ of shared content Notes / Cautions: • POTENTIAL USE: •Can increase the viewing of • Can increase the viewing of NEGATIVE content across the entire content exponentially across the entire web. Internet. Think Domino’s Pizza Video 05/07/09 Jennifer Elliott
  • 42. Social Bookmarking/ 05/07/09 Jennifer Elliott
  • 43. Leveraging Social Media So we don’t have control of what appears on the Internet? • In reality, great branding has always been about influence – not control • Shift is not ‘controlling’ but rather ‘managing’ the brand’s reputation through listening and responding … so how do we do that? 05/07/09 Jennifer Elliott
  • 44. Recommended Steps: 05/07/09 Jennifer Elliott
  • 45. Recommendation #1 - MONITOR • If you haven’t already, start monitoring what – if anything is being said about your ministry… 1. Develop key words to track (even competitor names and industry) 2. Set up news feeds of those words – Google Alerts – Technorati Watch – TwitterSearch 3. Set up a RSS Feeder (GoogleReader) 05/07/09 Jennifer Elliott
  • 46. Recommendation #1 - MONITOR Secure brand name - www.namechk.com 05/07/09 Jennifer Elliott
  • 47. Recommendation #1 - MONITOR • Be customer-service agents and reach out to people personally who have reported problems for resolution -- as a person with empathy. 05/07/09 Jennifer Elliott
  • 48. Recommendation #2 PLAN • Start the discussions with leadership to weigh your ministry's benefits and risks for using social media • Don’t Jump In -- Make a realistic plan – Who will have responsibility? • Do they have the time? Are they engaged? Personal passion for technology? Will you trust their communication? • What will be the scheduled time to update? Daily… Weekly? – Their back-up? – Handling of negative comments? • (filtering comments and feedback is strongly unadvised) 05/07/09 Jennifer Elliott
  • 49. Recommendation #2 PLAN • Set objectives- – Increase reach of messages to public? – Proactive media relations? – Increase reputation? – Increase patients? – Drive traffic to website? 05/07/09 Jennifer Elliott
  • 50. Recommendation #2 PLAN • That said… – Don’t wait until a crisis occurs to start using social media. – Establish your relationships prior so that there’s history with credibility within the social media realm before you really need it. • Best used with a single person who communicates “as a person” and not a paid mouthpiece 05/07/09 Jennifer Elliott
  • 51. Recommendation #3 STRATEGY Wordpress (blog) Every channel links and connects 05/07/09 Jennifer Elliott
  • 52. Recommendation #3 STRATEGY • Repurpose any existing content you may have as – Podcasts – Vodcast – You Tube – Facebook 05/07/09 Jennifer Elliott
  • 53. Recommendation #3 STRATEGY • Secure names at key social media sites to prevent brand hacking – Twitter (I’ve reserved them) – You Tube – Facebook Group / Fan Page 05/07/09 Jennifer Elliott
  • 54. Recommendation #3 STRATEGY • Remember – it’s not about the tool, it’s the relationship. So be sure to cultivate social media relationships by: – Let others tell their story – Read other blogs, facebook pages, You Tube, etc and leave comments – Don’t just ‘sell’ - be human 05/07/09 Jennifer Elliott
  • 55. • The conversation online about your ministry will take place with or without you. • Will you engage and leverage it? 05/07/09 Jennifer Elliott
  • 56. • Questions or comments? 05/07/09 Jennifer Elliott
  • 57. Appendix 05/07/09 Jennifer Elliott
  • 58. Podcasting • WHAT IS IT?: Syndication of audio files available for download (or by RSS) and played on demand w/ mp3 player (iPod) • POTENTIAL USE: • Reuse of existing audio content – Talk/Radio Shows Notes / Cautions: – Topic Experts •Also offer online play • Educational Series •Not web-search friendly • Patient Stories w/ Service Lines •Bullet point key topics/messages •Many people prefer reading – the ability to ‘scan’ articles for interest •Used more for entertainment that true information seeking 05/07/09 Jennifer Elliott
  • 59. Webcasting • WHAT IS IT?: Live streaming presentation (webinar) which might allow interactivity via “chat box” or use a webcam to show live footage (Think Genesys) • POTENTIAL USE: • Online Seminars Notes / Cautions: • Live Surgeries •Usually requires pre-planning, • Educational Series technical coordination, advertising, and resources to provide an effective and successful event. •Need outside software – can be costly •Potential technical issues with attendees 05/07/09 Jennifer Elliott
  • 60. Podcasting - Example 05/07/09 Jennifer Elliott
  • 61. eNewsletters • WHAT IS IT?: Combination of articles / blurbs which are sent via email to a mailing list. Usually part of a bigger marketing campaign • POTENTIAL USE: • Marketing – Brand Awareness • Promotion of News, Services • Hospital Information Notes / Cautions: Construction Updates •User must ‘subscribe’ to receive • Educational Series • Patient Stories •Must include easy way to opt-out of • Community Involvement future emails •Recommend using email marketing vendor/software (Constant Contact, Campaigner) 05/07/09 Jennifer Elliott
  • 62. Expert to Consumer Q&As • WHAT IS IT?: Form of two-way communication which includes mechanism allowing users to submit questions. Expert then uses a blog-type application to answer submissions. All answers are usually indexed. • POTENTIAL USE: • Internal communication between leaders and employees • Physician fielding community questions regarding topic Notes / Cautions: • Establishing ‘expert’ relationship with other healthcare-related •Creates content that is most useful topics such as quality, patient to end users (Q otherwise not safety and billing addressed) • Information sharing •Must be frequently updated •Can build / strengthen relations between parties •Helps in creating transparency •Could be a coordinating nightmare unless team is committed to feature •Do you trust the chosen experts?Jennifer Elliott 05/07/09
  • 63. Expert to Consumer Q&As – example 05/07/09 Jennifer Elliott
  • 64. Health Portals • WHAT ARE THEY?: Websites that contain information, advices, videos, interactive tools, databases – all in one location for end users • POTENTIAL USE: • Similar to traditional media, submit stories and articles • Participation in forums, blog comments • Extension of brand Notes / Cautions: • Promotion of top-docs •Allow interactive comments which are not controllable •Can’t control other site content related to religious-sensitive issues 05/07/09 Jennifer Elliott
  • 65. Online Gaming / Virtual Worlds • WHAT IS IT?: Using online gaming and virtual worlds to deliver promotion and advertising • POTENTIAL USE: • Opportunity for brand interaction • Promotion of services Notes / Cautions: •More appropriate for national brands • Sharing general health information – screenings, tips, •So far, early adopter report low ROI etc.. •For VW success--companies must interact with their customers and embrace VW culture. Users are sensitive to advertisements placed there. •Viral Gaming – customized game to promote brand or concept 05/07/09 Jennifer Elliott
  • 66. Online Gaming Example Sponsored by Humana 05/07/09 Jennifer Elliott
  • 67. Discusion Boards / Forums • WHAT IS IT?: Communication tool that allows one individual to post a comment or question online. Other individuals may read that comment/question, and respond with their own remarks over time. Commonly referred to as threaded discussion. Think social mixer – everyone at same level • POTENTIAL USE: • Establishing Online Customer Notes / Cautions: Relationship •Need to heavily continuously • Promotion of service lines promote • Connect community members on shared interests •Need monitoring • Sharing general health information – •Need plan / policy for inappropriate screenings, tips, etc.. use •Possibility of negative “fights” between users 05/07/09 Jennifer Elliott
  • 68. Listserv • WHAT IS IT?: An electronic discussion group based on common interests that uses a mailing list to distribute all messages & posts to all members via email. POTENTIAL USE: • Support Groups • Class / Training • Sharing general health information – screenings, tips, etc.. Notes / Cautions: •Volume of email messages can be overwhelming •Users receive emails of all discussions –even those not of interest •Easy for misinformation to be widespread 05/07/09 Jennifer Elliott