HCA 4473/5573 Social Media Presentation
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HCA 4473/5573 Social Media Presentation






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HCA 4473/5573 Social Media Presentation HCA 4473/5573 Social Media Presentation Presentation Transcript

  • What is Social Media? (and why should we care?)
  • Social Media
    • Social Media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in conversations between authors, people, and peers. 1
    1. Solis, Brian. &quot;Defining Social Media: 2006 - 2010.&quot;  Brian Solis Defining the Convergence of Media and Influence . 7 Jan. 2010. Web. 24 Apr. 2011. <http://www.briansolis.com/2010/01/defining-social-media-the-saga-continues/>.
  • Social Media
    • People trust peer reviews or personal interactions more than advertisements.
    The old communication model is a monologue. The new communication model is a dialogue. vs
  • Why Do People Engage in Social Media? 2
    • Keep up friendships
    • Make new friends
    • Succumbing to social pressure from existing friends
    • Paying it forward
    • Altruistic impulse
    • Prurient impulse
    • Creative impulse
    • Validation impulse
    • Affinity impulse
    2. Li, Charlene, and Josh Bernoff.  Groundswell: Winning in a World Transformed by Social Technologies . Boston, MA: Harvard Business, 2008. Print.
  • Social Media
    • Social media is redefining virtually everything including how we:
      • Work
      • Play
      • Learn
      • Share
      • Discover
      • Create
      • Complain
      • Celebrate
      • Mourn
      • Applaud
      • Influence
      • Collaborate
      • Investigate
      • Evaluate
  • Facebook
    • 630 billion users in the world 3
    • Breakdown of users in the United States 3 :
    3. Burbary, Ken. &quot;Facebook Demographics Revisited – 2011 Statistics | Social Media Today.&quot;  Social Media News, Strategy, Tools, and Techniques | Social Media Today . 7 Mar. 2011. Web. 24 Apr. 2011. <http://socialmediatoday.com/kenburbary/276356/facebook-demographics-revisited-2011-statistics>.
  • Why should we care?
    • Tapping into new demographic
    • Targeted marketing
    • Builds relationships
    • Information travels quickly
    • Cost-efficient 4
    • Eco-friendly 4
    • Drives more traffic to our website
    • Helps build loyalty to our hospital 5
    • Improved search rankings 4
    • Easier to listen to customer’s opinions 5
    4. &quot;5 Benefits Of Social Media Marketing.&quot;  Top Ranked Website . Web. 24 Apr. 2011. <http://toprankedwebsite.com.au/5-benefits-of-social-media-marketing>. 5. Suto, Wendy. &quot;Top 14 Benefits of Social Media Marketing.&quot;  SiteProNews . 13 Feb. 2011. Web. 24 Apr. 2011. <http://www.sitepronews.com/2011/02/13/top-14-benefits-of-social-media-marketing/>.
  • Objectives of Social Media 6
    • Listen
      • We will better understand our customers
    • Talk
      • Spread messages about the hospital
    • Energize
      • Supercharge our customers to increase “word of mouth”
    • Support
      • We will have tools that our patients can help support each other
    • Embrace
      • We will have an opportunity to integrate our customers on how we conduct our business
    6. Li, Charlene, and Josh Bernoff.  Groundswell: Winning in a World Transformed by Social Technologies . Boston, MA: Harvard Business, 2008. Print.
  • Five Phases of Social Media Adoption (How We Will Do It)
    • Observation 7
      • Research and observation to see what people are saying about our industry, our hospital, our competitors, and what social platforms they use
    • Preparation 7
      • The hospital needs to decide the objectives, who will be involved, and what are the guidelines
    • Participation 7
      • Have an employee create desired platforms (ex. YouTube channel, Facebook, Twitter, LinkedIn)
    • Integration 7
      • Use other departments such as HR, planning, and operations to help coordinate the effort across the hospital
    • Adaptation
      • Over time, we will need to readjust our focus on certain initiatives and platforms
    7. Pick, Tom. &quot;Social Media - The Four Essential Phases of Social Media Adoption.&quot; MarketingProfs: Marketing Resources for Marketing Professionals . 13 Jan. 2011. Web. 24 Apr. 2011. <http://www.marketingprofs.com/articles/2011/4221/the-four-essential-phases-of-social-media-adoption>.
  • Recommendation
    • Initially, the hospital should invest in a 0.5 FTE employee for social media purposes. This employee should be located in the marketing department.
    • The marketing director will need to work with this employee in creating metrics for effectiveness (ROI).
    • Administration will need to develop policies for social media for the hospital.