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Social Media in Health Care

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Social Media in Health Care Panel with Beth Deines and Betsy Woods. From SummitUp 2010

Social Media in Health Care Panel with Beth Deines and Betsy Woods. From SummitUp 2010

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  • 1. Betsy Woods Public relations and marketing manager Bethany Deines Annual giving director Dayton Children’s Social Media in Health Care
  • 2. The Social Network
    • Marylin Delphy : The site got 2200 hits within 2 hours?
    • Mark Zuckerberg : Thousand.
    • Maryiln : I'm sorry?
    • Mark : Twenty-two *thousand*.
    • Marylin : Wow.
    • Erica Albright : The internet's written in ink, Mark. It's not written in pencil.
  • 3. Have you ever talked about a health care experience on Facebook, Twitter, blog, etc?
    • Yes
    • No
  • 4. Our Story: @daytonchildrens
  • 5. Background
    • Connect with moms, tell story, create advocates
    • Enhance customer service
    • Position as pediatric expert
    • Listened first
    • Researched what others were doing
    • Made a commitment (3 people)
    • Created a plan
  • 6. Content
    • Patient stories (parental consent, complying with HIPAA)
    • Fundraising events
    • Health and safety tips
    • Videos/pictures
    • Service lines
    • News stories
    • Recall alerts
    • Ask questions, respond to comments
    • Crisis communication
  • 7. Nevin’s Snowman
  • 8. Nevin’s Story Goes Viral
    • YouTube video generated over 300 views in 24 hours
    • WDTN ran story
    • Story ran nationally on The Weather Channel
    • Numerous comments on Facebook and Twitter
    • Asked fans/followers to write letters for Valentine’s Day
  • 9. Goals
    • Build relationships (target audience: moms 18-55)
    • Create advocates
    • Create conversations – ask questions, respond to comments
    • Build an online community
    • Increase participation/conversation
    • Enhance customer service
    • Position as pediatric expert
    • Drive traffic to website
    • Increase revenue and donations
    • Build referrals
  • 10. Are you a fan/follower of a health care organization on social media?
    • Yes
    • No
  • 11. What Are People Saying?
  • 12. What Are People Saying?
  • 13. What social media channel do you use the most?
    • Facebook
    • Twitter
    • MySpace
    • Blog
    • YouTube
  • 14. Recommendations
    • Listen first
    • Have a plan
    • Make a commitment
    • Be authentic/sincere
    • Be transparent – who is behind the message?
    • Participate offline – attend events
    • Share your story internally/get buy-in and support
    • Follow back
  • 15. Recommendations
    • Participate in the conversation, be active
    • Pass along messages (good and bad)
    • Use social media to improve customer service, the experience
    • Share content (give credit to author)
    • Know what your competition is doing
    • Create a social media policy
    • Expect negative feedback
    • Use to pitch media stories
  • 16. What Not to Do
    • Only push content (selling mode)
    • Not participate in the convo
    • Not respond
    • Post content all at once
    • Automated messages
    • Not make a commitment, leave page(s) idle
    • Participate in every social network channel and not manage it well
    • Ghost writing
  • 17. Questions?
    • Join the conversation:
    • Facebook.com/daytonchildrens
    • Twitter.com/daytonchildrens
    • YouTube.com/daytonchildrens
    • Blog.childrensdayton.org