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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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    Social Media in Health Care Social Media in Health Care Presentation Transcript

    • Betsy Woods Public relations and marketing manager Bethany Deines Annual giving director Dayton Children’s Social Media in Health Care
    • 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.
    • Have you ever talked about a health care experience on Facebook, Twitter, blog, etc?
      • Yes
      • No
    • Our Story: @daytonchildrens
    • 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
    • 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
    • Nevin’s Snowman
    • 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
    • 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
    • Are you a fan/follower of a health care organization on social media?
      • Yes
      • No
    • What Are People Saying?
    • What Are People Saying?
    • What social media channel do you use the most?
      • Facebook
      • Twitter
      • MySpace
      • Blog
      • YouTube
    • 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
    • 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
    • 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
    • Questions?
      • Join the conversation:
      • Facebook.com/daytonchildrens
      • Twitter.com/daytonchildrens
      • YouTube.com/daytonchildrens
      • Blog.childrensdayton.org