Hap presentation

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Hap presentation

  1. 1. 2010 HAP Public Relations Conference The Business Case for Hospital Social Media Program 21 October 2010
  2. 2. Communications Strategy <ul><li>How do you communicate your hospital or health systems message? </li></ul><ul><ul><li>Press Releases </li></ul></ul><ul><ul><ul><li>Newspapers & Magazines </li></ul></ul></ul><ul><ul><li>Commercials </li></ul></ul><ul><ul><ul><li>Television & Radio </li></ul></ul></ul><ul><ul><li>Billboards </li></ul></ul><ul><ul><li>Social Media/Networking </li></ul></ul>
  3. 3. Social Media Revolution <ul><li>http://www.youtube.com/user/Socialnomics09#p/u/3/lFZ0z5Fm-Ng </li></ul>
  4. 4. Social Networking vs Social Media <ul><li>Terms are used interchangeably </li></ul><ul><li>Social Networking </li></ul><ul><ul><li>Building Relationships & Communities </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>Broadcasting Your Message </li></ul></ul>
  5. 5. Networking First <ul><li>You Need an Audience in Order to Successfully Broadcast Your Message </li></ul>
  6. 6. Social Networking Plan <ul><li>Goal </li></ul><ul><li>Strategy </li></ul><ul><li>Tactics </li></ul>
  7. 7. What Is Your Goal? <ul><li>Crisis Communication </li></ul><ul><li>Community Education </li></ul><ul><li>Marketing </li></ul><ul><li>Media Relations </li></ul><ul><li>Fundraising </li></ul><ul><li>Reputation Management </li></ul><ul><li>Employee Recruitment </li></ul>
  8. 8. Strategic Questions <ul><li>Who Is Your Audience? </li></ul><ul><li>Where Is Your Audience? </li></ul><ul><li>What Will Your Audience View as Valuable? </li></ul><ul><ul><li>Pay It Forward </li></ul></ul><ul><ul><li>Educate </li></ul></ul><ul><ul><li>Entertain </li></ul></ul><ul><ul><li>Engage </li></ul></ul>
  9. 9. Tactical Components <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul><ul><li>LinkedIn </li></ul><ul><li>Google Reader </li></ul><ul><li>Blog </li></ul>
  10. 10. Time is Money <ul><li>Social Media is not free </li></ul><ul><li>The investment is time </li></ul><ul><li>Can your organization or you invest the time it will take to be successful </li></ul><ul><li>Do you have the current capacity to engage or should you outsource </li></ul>
  11. 11. How do you measure ROI? <ul><li>http://www.youtube.com/user/Socialnomics09#p/u/4/ypmfs3z8esI </li></ul>
  12. 12. General Observations <ul><li>Link Social Networks with Web Site </li></ul><ul><li>Use Facebook & Twitter to Promote YouTube </li></ul><ul><li>Ratio of Followers to Following should be close to 1:1 </li></ul><ul><li>Social Media Links click through to Social Media Pages </li></ul>
  13. 13. General Observations Cont. <ul><li>Updating Twitter from Facebook </li></ul><ul><li>Multiple Accounts </li></ul><ul><li>Facebook Community Pages </li></ul><ul><li>On-Line Advertising </li></ul>
  14. 14. Questions

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