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Hospital Social Media Best Practices

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May Clinic Social Media Center. …

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


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  • The Media Landscape
  • Just one example – depends on goal and circimstances
  • Transcript

    • 1. Many Hospitals, One Voice:
      Hospital Social MediaBest Practices
      Shel Holtz, ABCSeptember 27, 2010
    • 2.
    • 3. Important numbers about U.S. healthcare consumers
      61% of adults look online for health information
      38% of women comfortable discussing personalhealthcare issues in online communities
      36% want to see what other consumers say about medication or treatment
      34% use social media
      46% use healthcare portals
      67% use search engines
      21% use Wikipedia
      50% of global population is under 30 years old
    • 4. Why should you care?
      93% of social media users believe organizations should have a presence
      85% of social media users want organizations to interact with customers using social media
    • 5.
    • 6.
    • 7.
    • 8.
    • 9.
    • 10.
    • 11.
    • 12.
    • 13.
    • 14. What gotus here?
    • 15.
    • 16.
    • 17.
    • 18.
    • 19. What is social media?
      The online technologies and practices that people use to share opinions, insights, experiences and perspectives and to collaborate with each other
    • 20. Dissecting Consumer Generated Content
      1/50
      “Of the IM Generation i.e. those born after 1980, 62% of the content they consume comes from people they know personally”
    • 21.
    • 22. Consequences
      Content moving to the “edge”
      Attention is on the edge
      …and now to apps, as well
      You can’t control the message
      Groups form and act
    • 23. Content
      Content
      Content
      CentralSource
      Content
      Content
      Content
      Content
      Content
      The Old Model
    • 24. Blog
      Wiki
      MySpace
      Podcast
      YourSite
      Blog
      Jaiku
      Twitter
      Facebook
      Blog
      The New Model
    • 25.
    • 26. What is communication?
      -- Gazetteer of the World Royal Geographical Society, 1856
    • 27.
    • 28. Classes of Social Media
      Conversation-enabled publishing platforms
      Social networks
      Democratized content networks
      Presence networks (micro-blogging)
      Content sharing sites
      Virtual networking platforms
    • 29. WhatGeneratesBuzz?
    • 30. Profession
      Hobby
      Family
    • 31. Source: Forrester Research
    • 32.
    • 33.
    • 34.
    • 35. Healthcare andSocial Media Today
    • 36. If hospitals won’t do it,patients and doctorswill do itfor themselves
      (because they can)
    • 37. So, how activeare hospitals?
    • 38.
    • 39. Let’s do the math:
      5,815 hospitals (according to AHA)
      825 engaging in social media
      15.9% engaging in social media
    • 40. The state of social mediain health care todayis not good
    • 41. This is just sad
      Most hospitals aren’t engaging at all
      Those that are engaging are mostly…
      Tactical
      Disjointed and uncoordinated
    • 42. This is good newsfor your hospital
    • 43. What the 15.9%are doing
    • 44. Being strategic: Alignment with goals
      Customer service:
      Point of contact
      Early warning of issues
      Outcome: More positive word-of-mouth
      Community outreach:
      Engage those within our community
      Outcome: Attract patients, doctors, philanthropy
      Patient education:
      Extend existing programs
      Outcome: More positive word-of-mouth
    • 45. Being strategic: Alignment with goals
      Public relations:
      Engage media and other influencers
      They’re already using these channels
      Outcomes: Goodwill in the bank, positive stories, strong relationships
      Crisis communications:
      Ensure your story dominates the river of updates
      Outcome: Survive the crisis with enhanced reputation
    • 46.
    • 47.
    • 48.
    • 49.
    • 50.
    • 51.
    • 52.
    • 53.
    • 54.
    • 55.
    • 56.
    • 57.
    • 58.
    • 59.
    • 60.
    • 61.
    • 62.
    • 63. What the 15.9%are not doing(for the most part)
    • 64. Your opportunities
      Engage employees
      The front line of PR and customer service
    • 65. Employees as ambassadors
      Sharing Mayo Clinic blogis for patients and employees
    • 66. Dispelling the myths
      Employee productivity
    • 67.
    • 68. Back-of-the-envelopecalculations
    • 69. Productivityup 8.1%
    • 70. MindLab International:10 minutes of personal Web use
      Reduced stress, increased productivity
    • 71.
    • 72. Also consider…
      Time spent working at home
      Extra hours logged at work
      True measure of productivity
      Hidden value of employees’ networks
      IT in charge of productivity?
      Would productivity really improve?
    • 73. Conclusion
      Not a technology issue
      Manage by exception
    • 74. Dispelling the myths
      Employee productivity
      Security
    • 75.
    • 76.
    • 77. Conclusion
      Data monitoring
      Malware protection
      Granular access
    • 78. Dispelling the myths
      Employee productivity
      Security
      Loose lips
    • 79.
    • 80. Conclusion
      Policies and guidelines
      Training and communication
    • 81. The case for open access
      Futility: Employees don’t need your network
    • 82. The case for open access
      Futility: Employees can get around your blocks
      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.
    • 83. The gold in employee social graphs
      Recruiting
      Culture/values
      Subject matter expertise
      Idea testing/decision making (SMPGs)
      Training
      Intelligence
      Crowdsourcing
      Company and product evangelism
    • 84. Possibilities
      Employee group blog
      Cross-section of employees/jobs
      Talk about culture, pride, values, experiences
      Approach is gaining popularity
      Examples: TSA, Southwest Airlines, EDS
      Evangelism in existing social networks
      Requires new approach to employee communications
    • 85. Your opportunities
      Engage employees
      The front line of PR and customer service
      Participate in existing conversations
    • 86. Sermo.com
    • 87.
    • 88. Your opportunities
      Engage employees
      The front line of PR and customer service
      Participate in existing conversations
      Integrate social media with other channels
    • 89.
    • 90.
    • 91. Possibilities
      Heightened awareness
      Links to social media properties on all properties, pages
      “Share” links on all hospital pages
      Promote community education
      Announce on Facebook, Twitter
      Video highlights of training to YouTube
      Live-blog and/or live-tweet events
      Support existing initiatives
      Blog posts
      Dedicated blogs for ongoing issues
      Community “tweetups” with administrative, medical staff
    • 92. Your opportunities
      Engage employees
      The front line of PR and customer service
      Participate in existing conversations
      Integrate social media with other channels
      Open information that doesn’t need to be closed
    • 93. Possibilities
      MD ratings and reviews
      They’re out there anyway
      Long-term benefit
      Clinical outcomes / transparency
    • 94.
    • 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
      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.
      -- Paul Levy, via David Meerman Scott
    • 96. Your opportunities
      Engage employees
      The front line of PR and customer service
      Participate in existing conversations
      Integrating social media with other channels
      Open information that doesn’t need to be closed
      Facilitate conversations
    • 97. The Mayo Clinic hasestablished a few pilot“secret” Facebook groupsfor patients with commonconditions.
      Extends Mayo Clinic brandand gives patients another reason to tell their Mayo stories.
      More condition-focused secret Facebook groups are on the drawing board.
    • 98.
    • 99.
    • 100. Possibilities
      Patient groups or forums
      Facebook recommended; they already use it!
    • 101. Putting toolsin placeisn’t enough
    • 102.
    • 103. You need…
      A coordinated strategy
      Goals
      Strategies
      Objectives
      Tactics
      Measure against objectives
      Training
    • 104. 3 Levels of
      Social Media
      Organic, Systematic, Campaign
    • 105. Organic
      Established presence
      Ongoing dialogue
      Part of community
      Employees involved
    • 106.
    • 107.
    • 108. Systematic / Campaign
      Coordinated
      Measured
      Strategic
    • 109. Strategy
    • 110. Goals
      Overarching Business Outcomes
    • 111. Alter reputation
      Bolster a service line
      Improve recruitment
    • 112. Strategies
      Approaches to Achieving Goals
    • 113.
      • Goal:Attract Patients
      • 114. Strategies:
      • 115. Engage in Community
      • 116. Appeal to Millennials
    • Objectives
      Measurable Steps
    • 117.
    • Tactics
      Tools and Actions
    • 122.
    • 131.
    • 132. HospitalSocial Media
      Tactics
    • 133.
    • 134.
    • 135.
    • 136.
    • 137.
    • 138. Mayo Clinic Tweetcamp
      Combined Webcast and Twitter
    • 139.
    • 140.
    • 141.
    • 142. More
      Flickr
      SlideShare
      Scribd
      Niche Networks
      Bookmarking Sites
      Location Services
    • 143. Integration
    • 144. Traditional MarketingDrives People
      To Social Channels
    • 145. Primary Objective
    • 146.
    • 147.
    • 148.
    • 149. Secondary Objective
    • 150.
    • Limited Resources?
      Use hub-and-spoke approach
    • 154. http://www.posterous.com
      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.
      -- Wikipedia
    • 155. Post by email
    • 156.
    • 157. iPhone App
      PicPosterous
      Images and videos
    • 158. Post by Web
    • 159.
    • 160.
    • 161.
    • 162.
    • 163.
    • 164.
    • 165.
    • 166.
    • 167.
    • 168.
    • 169.
    • 170.
    • 171. Questions?
      • Shel Holtz, ABC
      Phone: 415.367.3820
      Email: shel@holtz.com
      Web: www.holtz.com
      Blog: blog.holtz.com
      Podcast: www.forimmediaterelease.biz
      Skype: shelholtz
      Twitter: @shelholtz
      FriendFeed: shelholtz
      2nd Life: Shel Witte
      Copyright applies to this document – some rights reserved.
      This work is licensed under a Creative CommonsAttribution-non commercial-share alike 3.0 license
      http://creativecommons.org/licenses/by-nc-sa/3.0