Ellis medicine Social Media Strategy - Presenter Matt Van Pelt


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Matt Van Pelt's presentation for SMBTV's second workshop on Social Media for Nonprofits. Matt presents some great ways to use low budget options like blogging to make an impact, and how to turn customer service issues into brand wins.

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Ellis medicine Social Media Strategy - Presenter Matt Van Pelt

  1. 1. Ellis Medicine – Social Media Matthew Van Pelt Social Media / Communications Specialist
  2. 2. Ellis Medicine Social Media Overview Facebook • 2,218 Likes • Nearly 400% Growth Since June 2012 Twitter • 160 Followers YouTube • More than 100 videos • Patient Testimonials • Meet Our Doctors Blogs • Four Blogs – ER Construction, Healthy Eating, Nursing, Women’s Health Web Chats • 8 Online Chats with Health Experts 2
  3. 3. 3
  4. 4. 4
  5. 5. Blogs ER Construction • Community updates • Photos of construction progress Healthy Eating • Recipes • Seasonal eating tips Nursing at Ellis • Employee highlights • Perspective on nursing profession • Employee engagement Woman’s Health • Pregnant & Post-Pregnancy Tips • “What to Expect When You’re Expecting” • Team approach to content 5
  6. 6. Web Health Chats • Monthly chats with health experts • Education & Community Marketing Tool • Promoted through social media, online and print advertising • Timely topics including healthy eating, congestive heart failure and sports medicine • “Online Shared Group Appointments” • Increased Physician Engagement 6
  7. 7. Facebook Growth 7 Facebook Opened on Ellis computers
  8. 8. 1. Senior Leadership Support 2. Engaged Employees 3. Relevant Content 4. Images/Graphics 5. Schedule of Posts 8 Drivers of Facebook Growth
  9. 9. 9 Senior Leadership Support
  10. 10. 10 Facebook Access for Employees Marketing & Communications Human Resources Information Services
  11. 11. 11 How Do You Gain Access for Your Employees? 1. Understand Resistance 2. Explain Benefits of Social Media 3. Develop Policy with Applicable Stakeholders 1. Human Resources 2. Information Services/Technology 4. Communicate Policy with Employees Once your employees have access, engage them in your content strategy!
  12. 12. 12 Know Your Audience
  13. 13. 13 Know Your Audience
  14. 14. 14 Top 5 Most Popular Posts 1. Nurse Recognition 2. Royal Baby Connection 3. Residents’ Graduation 4. School of Nursing Graduation 5. Bellevue Baby Photo Album
  15. 15. 15 Posts You Can Do 1. Recognize Your Employees 2. Celebrate Organizational Achievements 3. Make Connection to Current News Topics 4. Ask Questions
  16. 16. 16 Engaging Content
  17. 17. Engaging Content 17
  18. 18. Customer Service 18
  19. 19. Customer Service 19
  20. 20. Social Media Comment Policy 20 Positive Description: The post is factual and well-cited and is a positive review of an Ellis post, event or experience. Response: Thank the customer for their words. Ask if they would like to share their story further. Balanced Description: The post is factual and isn’t neither positive nor negative. The post isn’t erroneous, a rant or rage, bashing or negative. Response: Let the post stand. No response needed. Negative Description: The post is negative and does not agree with the organization’s mission and values. Trolls: The post is dedicated to bashing and degrading others. Monitor Only: Remove posts that include cursing or are harmful to others. Rager: The post is a rant, rage, joke or satirical in nature. Monitor Only: Remove posts that include cursing or are harmful to others. Misguided: The facts posted are erroneous. Fix the Facts: Apologize for their experience. Respond publicly with the correct information on the posting. Unhappy Customer: The posting is a result of a bad experience. Connect with Patient Experience to follow up Restoration: Apologize publicly for the experience. Respond privately asking for more information to better serve them and others.
  21. 21. Customer Service 21 Customer Marketing & Communications • 24/7 Moderation • Taking Conversation Offline Patient Ambassadors • Director, Service Excellence • Engage Senior Team • Engage Quality Department Directors • Review Chart/Case • Call Patient/Customer
  22. 22. 22 How To Respond Transparency Always disclose Ellis connection A response should be made by the Ellis Medicine profile, not a user profile. Sourcing Always include sources to more information, including links, videos or other references A response should be backed up by information on the Ellis website if correcting erroneous information. Timeliness Respond to a comment quickly, but don’t rush to avoid mistakes Worthy comments should be responded to within 24 hours. Tone Respond in a tone that reflects the mission, vision and values of Ellis Respond compassionately with a “human” voice, rather than an organization voice. Influence Respond to posts most related to the organization Only respond to posts that relate to the Ellis organization.
  23. 23. Customer Service 23
  24. 24. 24 Customer Service Takeaways • Set Up Applications on Smartphone • Designate Responsibility to Primary/Secondary Responders • Respond Within 24 Hours • Post Response Publicly,Asking To Have Private Conversation • Ask for Phone Number to Call • Engage Stakeholders to Reach Out Directly • Follow Up Publicly