Hospital Social Media Best Practices

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May Clinic Social Media Center.
September 2010. Jacksonville, Florida.

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  • The Media Landscape
  • Just one example – depends on goal and circimstances
  • Hospital Social Media Best Practices

    1. 1. Many Hospitals, One Voice:<br />Hospital Social MediaBest Practices<br />Shel Holtz, ABCSeptember 27, 2010<br />
    2. 2.
    3. 3. Important numbers about U.S. healthcare consumers<br />61% of adults look online for health information<br />38% of women comfortable discussing personalhealthcare issues in online communities<br />36% want to see what other consumers say about medication or treatment<br />34% use social media<br />46% use healthcare portals<br />67% use search engines<br />21% use Wikipedia<br />50% of global population is under 30 years old<br />
    4. 4. Why should you care?<br />93% of social media users believe organizations should have a presence<br />85% of social media users want organizations to interact with customers using social media<br />
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    13. 13.
    14. 14. What gotus here?<br />
    15. 15.
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    18. 18.
    19. 19. What is social media?<br />The online technologies and practices that people use to share opinions, insights, experiences and perspectives and to collaborate with each other<br />
    20. 20. Dissecting Consumer Generated Content<br />1/50<br />“Of the IM Generation i.e. those born after 1980, 62% of the content they consume comes from people they know personally”<br />
    21. 21.
    22. 22. Consequences<br />Content moving to the “edge”<br />Attention is on the edge<br />…and now to apps, as well<br />You can’t control the message<br />Groups form and act<br />
    23. 23. Content<br />Content<br />Content<br />CentralSource<br />Content<br />Content<br />Content<br />Content<br />Content<br />The Old Model<br />
    24. 24. Blog<br />Wiki<br />MySpace<br />Podcast<br />YourSite<br />Blog<br />Jaiku<br />Twitter<br />Facebook<br />Blog<br />The New Model<br />
    25. 25.
    26. 26. What is communication?<br />-- Gazetteer of the World Royal Geographical Society, 1856<br />
    27. 27.
    28. 28. Classes of Social Media<br />Conversation-enabled publishing platforms<br />Social networks<br />Democratized content networks<br />Presence networks (micro-blogging)<br />Content sharing sites<br />Virtual networking platforms<br />
    29. 29. WhatGeneratesBuzz?<br />
    30. 30. Profession<br />Hobby<br />Family<br />
    31. 31. Source: Forrester Research<br />
    32. 32.
    33. 33.
    34. 34.
    35. 35. Healthcare andSocial Media Today<br />
    36. 36. If hospitals won’t do it,patients and doctorswill do itfor themselves<br />(because they can)<br />
    37. 37. So, how activeare hospitals?<br />
    38. 38.
    39. 39. Let’s do the math:<br />5,815 hospitals (according to AHA)<br />825 engaging in social media<br />15.9% engaging in social media<br />
    40. 40. The state of social mediain health care todayis not good<br />
    41. 41. This is just sad<br />Most hospitals aren’t engaging at all<br />Those that are engaging are mostly…<br />Tactical<br />Disjointed and uncoordinated<br />
    42. 42. This is good newsfor your hospital<br />
    43. 43. What the 15.9%are doing<br />
    44. 44. Being strategic: Alignment with goals<br />Customer service:<br />Point of contact<br />Early warning of issues<br />Outcome: More positive word-of-mouth<br />Community outreach:<br />Engage those within our community<br />Outcome: Attract patients, doctors, philanthropy<br />Patient education:<br />Extend existing programs<br />Outcome: More positive word-of-mouth<br />
    45. 45. Being strategic: Alignment with goals<br />Public relations:<br />Engage media and other influencers<br />They’re already using these channels<br />Outcomes: Goodwill in the bank, positive stories, strong relationships<br />Crisis communications:<br />Ensure your story dominates the river of updates<br />Outcome: Survive the crisis with enhanced reputation<br />
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    61. 61.
    62. 62.
    63. 63. What the 15.9%are not doing(for the most part)<br />
    64. 64. Your opportunities<br />Engage employees<br />The front line of PR and customer service<br />
    65. 65. Employees as ambassadors<br />Sharing Mayo Clinic blogis for patients and employees<br />
    66. 66. Dispelling the myths<br />Employee productivity<br />
    67. 67.
    68. 68. Back-of-the-envelopecalculations<br />
    69. 69. Productivityup 8.1%<br />
    70. 70. MindLab International:10 minutes of personal Web use<br />Reduced stress, increased productivity<br />
    71. 71.
    72. 72. Also consider…<br />Time spent working at home<br />Extra hours logged at work<br />True measure of productivity<br />Hidden value of employees’ networks<br />IT in charge of productivity?<br />Would productivity really improve?<br />
    73. 73. Conclusion<br />Not a technology issue<br />Manage by exception<br />
    74. 74. Dispelling the myths<br />Employee productivity<br />Security<br />
    75. 75.
    76. 76.
    77. 77. Conclusion<br />Data monitoring<br />Malware protection<br />Granular access<br />
    78. 78. Dispelling the myths<br />Employee productivity<br />Security<br />Loose lips<br />
    79. 79.
    80. 80. Conclusion<br />Policies and guidelines<br />Training and communication<br />
    81. 81. The case for open access<br />Futility: Employees don’t need your network<br />
    82. 82. The case for open access<br />Futility: Employees can get around your blocks<br />Employees tend to re-route arounda blog, go to another server, and findother ingenious ways of doing whatthey want to. And these reroutingefforts may actually be even moretime-consuming.<br />
    83. 83. The gold in employee social graphs<br />Recruiting<br />Culture/values<br />Subject matter expertise<br />Idea testing/decision making (SMPGs)<br />Training<br />Intelligence<br />Crowdsourcing<br />Company and product evangelism<br />
    84. 84. Possibilities<br />Employee group blog<br />Cross-section of employees/jobs<br />Talk about culture, pride, values, experiences<br />Approach is gaining popularity<br />Examples: TSA, Southwest Airlines, EDS<br />Evangelism in existing social networks<br />Requires new approach to employee communications<br />
    85. 85. Your opportunities<br />Engage employees<br />The front line of PR and customer service<br />Participate in existing conversations<br />
    86. 86. Sermo.com<br />
    87. 87.
    88. 88. Your opportunities<br />Engage employees<br />The front line of PR and customer service<br />Participate in existing conversations<br />Integrate social media with other channels<br />
    89. 89.
    90. 90.
    91. 91. Possibilities<br />Heightened awareness<br />Links to social media properties on all properties, pages<br />“Share” links on all hospital pages<br />Promote community education<br />Announce on Facebook, Twitter<br />Video highlights of training to YouTube<br />Live-blog and/or live-tweet events<br />Support existing initiatives<br />Blog posts<br />Dedicated blogs for ongoing issues<br />Community “tweetups” with administrative, medical staff<br />
    92. 92. Your opportunities<br />Engage employees<br />The front line of PR and customer service<br />Participate in existing conversations<br />Integrate social media with other channels<br />Open information that doesn’t need to be closed<br />
    93. 93. Possibilities<br />MD ratings and reviews<br />They’re out there anyway<br />Long-term benefit<br />Clinical outcomes / transparency<br />
    94. 94.
    95. 95. As a management tool in the hospital it is easier to get people to work better. People in hospitals are caring and they want to eradicate disease. For example, Ventilator Associated Pneumonia. We<br />created information about the VAP that helped to save more than 90 lives and posted it. This creates better work because we are not afraid to say what we're doing and how we're helping. We put ourselves under the microscope.<br />-- Paul Levy, via David Meerman Scott<br />
    96. 96. Your opportunities<br />Engage employees<br />The front line of PR and customer service<br />Participate in existing conversations<br />Integrating social media with other channels<br />Open information that doesn’t need to be closed<br />Facilitate conversations<br />
    97. 97. The Mayo Clinic hasestablished a few pilot“secret” Facebook groupsfor patients with commonconditions.<br />Extends Mayo Clinic brandand gives patients another reason to tell their Mayo stories.<br />More condition-focused secret Facebook groups are on the drawing board.<br />
    98. 98.
    99. 99.
    100. 100. Possibilities<br />Patient groups or forums<br />Facebook recommended; they already use it!<br />
    101. 101. Putting toolsin placeisn’t enough<br />
    102. 102.
    103. 103. You need…<br />A coordinated strategy<br />Goals<br />Strategies<br />Objectives<br />Tactics<br />Measure against objectives<br />Training<br />
    104. 104. 3 Levels of<br />Social Media<br />Organic, Systematic, Campaign<br />
    105. 105. Organic<br />Established presence<br />Ongoing dialogue<br />Part of community<br />Employees involved<br />
    106. 106.
    107. 107.
    108. 108. Systematic / Campaign<br />Coordinated<br />Measured<br />Strategic<br />
    109. 109. Strategy<br />
    110. 110. Goals<br />Overarching Business Outcomes<br />
    111. 111. Alter reputation<br />Bolster a service line<br />Improve recruitment<br />
    112. 112. Strategies<br />Approaches to Achieving Goals<br />
    113. 113. <ul><li>Goal:Attract Patients
    114. 114. Strategies:
    115. 115. Engage in Community
    116. 116. Appeal to Millennials</li></li></ul><li>Objectives<br />Measurable Steps<br />
    117. 117. <ul><li>Strategy:Engage in Community
    118. 118. Objectives:
    119. 119. 20 Offsite Events
    120. 120. 20 Onsite Events
    121. 121. Offer Remote Access</li></li></ul><li>Tactics<br />Tools and Actions<br />
    122. 122. <ul><li>Objective:20 Offsite Events
    123. 123. Tactics:
    124. 124. TweetUps
    125. 125. Speakers Bureau
    126. 126. Employee Volunteerism</li></li></ul><li><ul><li>Objective:Offer Remote Access
    127. 127. Tactics:
    128. 128. Webcasts
    129. 129. Live Blogging
    130. 130. Live Tweeting</li></li></ul><li>
    131. 131.
    132. 132. HospitalSocial Media<br />Tactics<br />
    133. 133.
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    137. 137.
    138. 138. Mayo Clinic Tweetcamp<br />Combined Webcast and Twitter<br />
    139. 139.
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    141. 141.
    142. 142. More<br />Flickr<br />SlideShare<br />Scribd<br />Niche Networks<br />Bookmarking Sites<br />Location Services<br />
    143. 143. Integration<br />
    144. 144. Traditional MarketingDrives People<br />To Social Channels<br />
    145. 145. Primary Objective<br />
    146. 146.
    147. 147.
    148. 148.
    149. 149. Secondary Objective<br />
    150. 150. <ul><li>Crisis Support
    151. 151. Digital Archive
    152. 152. Asset Distribution
    153. 153. Generate Buzz</li></li></ul><li>Limited Resources?<br />Use hub-and-spoke approach<br />
    154. 154. http://www.posterous.com<br />Posterous is a simple blogging platform started in May 2008.It boasts integrated and automatic posting to other social media tools such as Flickr, Twitter, and Facebook, a built-in Google Analytics package, and custom themes.<br />-- Wikipedia <br />
    155. 155. Post by email<br />
    156. 156.
    157. 157. iPhone App<br />PicPosterous<br />Images and videos<br />
    158. 158. Post by Web<br />
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    171. 171. Questions?<br /><ul><li>Shel Holtz, ABC</li></ul>Phone: 415.367.3820<br />Email: shel@holtz.com <br />Web: www.holtz.com <br />Blog: blog.holtz.com<br />Podcast: www.forimmediaterelease.biz<br />Skype: shelholtz<br />Twitter: @shelholtz<br />FriendFeed: shelholtz<br />2nd Life: Shel Witte<br />Copyright applies to this document – some rights reserved.<br />This work is licensed under a Creative CommonsAttribution-non commercial-share alike 3.0 license<br />http://creativecommons.org/licenses/by-nc-sa/3.0<br />

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