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Social Media at Childrens Hospital Los Angeles
 

Social Media at Childrens Hospital Los Angeles

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Sharing Childrens Hospital Los Angeles' journey from zero social media involvement to full social media immersion in under one year using no new staff members. ...

Sharing Childrens Hospital Los Angeles' journey from zero social media involvement to full social media immersion in under one year using no new staff members.

Overview of integration and alignment with existing web practices for the organization. Channels used include:

• Facebook (Facebook.com/ChildrensLA)
• Blog (WeAreCHLA.org)
• Twitter (Twitter.com/ChildrensLA)
• YouTube (YouTube.com/ChildrensLA)

Conclusion is that the hospital began with a platform of what is "Our Story" and social media allows Childrens Hospital Los Angeles to have others answer the question "What is YOUR STORY about the hospital?"

For more description, check out the NACHRI Conference Blog post about this presentation at:
http://childrenshospitals.typepad.com/connectedthinking/2010/03/down-with-dull-tweets-debra-braidic.html

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  • Intro Excited to chat with you Enthusiastic about Social Media Fun Authentic Reality Check The “reality” of it makes me take it very seriously I think the Key TakeAways for you are Last I checked, Children’s Hospitals all doing social media When I think about this presentation and what you might consider walking out of here with, here’s what I am expecting you to leave with today: 1. Gameplan - Just getting started 2. Comfort Level – those already engaging 3. Those ready to take it to the next level – some parting thoughts to help you reconsider your new directions.
  • History of our Site – pretty outdated We had been preaching the gospel Outdated Knew we needed more interactivity (but this graphic helped us determine around what items we would build that interactivity Need more oomph out of the gate on this slide.
  • ULTRA-CONSERVATIVE HISTORY AND LEADERSHIP OF OUR HOSPITAL. Board members still not using eMail Early sentiment about social networking = NOT GOOD
  • YELP * White Paper was great * Saved us because the meeting
  • Wanted to be authentic. Wanted our staff to be a part of that authenticity. Ask was not just that we open up social media channels. Was that we open up those same channels to the house so that people could take part.
  • In Preparing for the Ask . . .
  • Changed little about what we were doing as far as content creation. Just changed how we offered it to people and where they could find this information online.
  • History of the blog . . . you’ll notice addition of a blog on this slide. After we had already received approval to add the three channels, we realized that, a great way to keep people connected to us might be through a blog – if we’ve got these stories and we want to give people the ability to be more interactive with us, a blog would be a much better way to handle than with stand-alone pages.
  • Facebook Fan Page Approach to our fan page is that, as much as we possibly can, we want things to be about our fans. Focus first of all because we figured that this would have the greatest impact on those who care about us – those who are closest to us. We would feel closest to them and they would probably feel closest to us.
  • Facebook Fan Page – focus first of all because we figured that this would have the greatest impact on those who care about us – those who are closest to us. We would feel closest to them and they would probably feel closest to us.
  • Facebook Fan Page – focus first of all because we figured that this would have the greatest impact on those who care about us – those who are closest to us. We would feel closest to them and they would probably feel closest to us. The other thing that we have to remember is that, all of this is public, so our own staff can see it – what a shot in the arm for those who are having a bad day.
  • Facebook Fan Page – focus first of all because we figured that this would have the greatest impact on those who care about us – those who are closest to us. We would feel closest to them and they would probably feel closest to us. We love Facebook . . . Facebook more than anything has taught us that these are real people on the other end of the line. The families have openly asked . . . “hey what about us?” when we’ve gotten too celebrity-centric in our focus. Oatmeal story New couch story Things that are simple are the best conversation starters
  • Celebrity Videos Celebrity videos have garnered the most attention (specifically that of Jennifer Lopez and Marc Anthony). This was anticipated and is in line with known social media best practices. Niche Audiences The web team did not anticipate how well the videos about Emily Bear, the child prodigy pianist would do. This video held amazing appeal for pianists interested in helping each other learn to play the original piece. Nursing In general, videos about nursing have fared better than videos regarding “miraculous” transformations of children’s lives via surgical or physician intervention. This also has surprised the web team. If this trend continues, our nursing videos from a hospital recruitment perspective should result in huge dividends for CHLA. The Web Team will pay more attention to applying tags for nursing specialties to promote improved viewing levels for these videos.
  • Facebook Fan Page – focus first of all because we figured that this would have the greatest impact on those who care about us – those who are closest to us. We would feel closest to them and they would probably feel closest to us. The other thing that we have to remember is that, all of this is public, so our own staff can see it – what a shot in the arm for those who are having a bad day.
  • Patients aren’t going to self-identify as “patients.” They may self-identify as having a disease, but how will you be able to target those people from among your followers. Analytics on Twitter are just beginning to get sophisticated.

Social Media at Childrens Hospital Los Angeles Social Media at Childrens Hospital Los Angeles Presentation Transcript

  • Social Media @ChildrensLA a better way to share our story
    • Website Redesign Vision = Share “Our Story”
    • One Story … 4 Perspectives
      • Patients & Families
      • Healthcare Professionals
      • Giving
      • Research
    We were already telling our story . . . . just not using web . We just wanted to embrace cutting-edge technology to do so.
  • Post-Launch C-Suite Statement 1 Year Later “ It will never be appropriate for our hospital to be affiliated with social networking websites.” - Anonymous We need to talk about social networking and how it can help our hospital.” - Richard D. Cordova, CEO
    • Approach = Beyond Prepared
    • We Can Tell Our Story Better, Faster, Broader . . . and
    • Demonstrated How Others Are Already Telling Our Story
    • What Worked for Us 1. White Paper style proposal
    • Obama
    • Commoncraft Videos
    • Statistics
    • Screenshots of our hospital being discussed on social networking
    • 6. All of You . . .
  • March 2009 Develop a Social Media Policy April 2009 Open up the house to Social Media May 2009 Develop 3 branded Social Media presences June 2009 Integrate Social Media Presences into Web Design Refresh
  • We Started the Party Before we Launched the Website Web Team Members Were First “Fans” & “Followers” Housewide Email from CEO . . . - Made platforms seem fun - Dealt with the elephant in the room - Set expectations for how staff could help HIPAA reminder in employee newsletter Prior to Go Live 800+ fans on Facebook Invitation for Hospital Board Members . . .
  • Source: Hugh McLeod GapingVoid.com
  • Traditional Messaging An Organization with a Megaphone Social Networking We get to be a part of the conversations that people are having. Source: David // Amano Prepare for an “ASK” How to build social capital so we can prepare for an ask
  • 90-Day Strategy
    • New Staff = 0
    • Business as Usual
    • What if We Change Relatively Little About What We Are Doing?
    • Changed the How & the Where
  • Websi te
  •  
  • www.chla.org/GetSocial Landing Page for our Social Media activities.
    • At Launch: 800 Fans
    • Currently: 4,655
    • What We Share:
    • Photo Albums
    • Links to Blog Posts
    • Updates when we’ll be featured on Television
    • Links to media coverage
    • Updates about events, low on blood donations, etc.
    • Things we think our fans will think are “fun”
  •  
  • Making Human Resources Proud . . .
    • Press Release Style Doesn’t Work
    • - Consider using an RSS feed application to a tab for News.
    • Minimize focus on Celebs
    • FB Fans want to be “OUR” celebs Find more ways to thank fans
    • Encourage Hospital Employee Engagement
    • Seemingly mundane things are the best conversation starters
    • Photos & Videos are Huge
    • Fans like to Celebrate with Us
    • U.S. News & World Report
    • Leapfrog Status
    7 th Highest Referrer of Traffic to our Website
    • Make patient stories social
    • Individuals can subscribe to updates.
    • Haiti became a perfect use of the blog functionality.
      • Way to tell our story
      • Build staff morale
    www.WeAreCHLA.org 6 th Highest Referrer of Traffic to our Website
    • Followers: 1,925
    • 890 Tweets
    • Listed by 119 Twitter Accounts
    • What We Tweet
    • Updates about Events
    • Thanks to Online Donors
    • Thanks to Media Outlets for online posts featuring our hospital.
    • Broadcast Station
    • Use “Friday Follow” to give special thanks to Retweeters
    • A Key “Listening Tool.”
    • Frequently learn that we are low on blood via Twitter.
    • Celebrity Followers significantly increase our Retweet rates.
    • If you want something “retweeted” you have to ask for it.
    • Can form real relationships via Twitter.
    • Most difficult to prove to the C-Suite that . . . “this helps us.”
    14 th Highest Referrer of Traffic to our Website
    • NonProfit Channel
    • Began Uploading CHL A videos (only 2 years back in time)
    • Able to Pull Videos Back into own Site
    • Created Playlists
      • abc7 Imagine Specials
      • Community Impact
      • International Impact
      • LA Leaders Awareness Campaign
      • Nautica Malibu Triathlon
      • Nursing
      • Research
  • Videos Uploaded: 97 Videos Video Viewership: 89,000 video views in 10 months Video Views Per Day: 400+ Call to Action Overlay: All Videos Highest Viewership Source: Related Videos = 42% of our Views 8,000 Channel Views Noche de Ninos: We were in the top 100 YouTube Nonprofit Channels during the month of this event
    • Greatest Benefits:
    • Awareness
    • Support for Third-Party Event Sites
    • The Promise of Celebrities
    • Jennifer Lopez video overshadowed by video of a child prodigy
    • Niche Audiences are important
    • Nursing videos faring better than “miraculous” physician videos
    • “ Related Videos” is the true benefit of being on YouTube
    • As Expected
    126 th Highest Referrer of Traffic to our Website
  •  
  • Websi te Websi te YOUR STORY Instead of … Our Story … it’s Your Story
    • Doing More to Engage Staff Online . . .
    • Empowerment and Education of Staff
    • Intranet Redesign Different model than standard communications model. Pushing staff to generate wall posts Places us in the “we like what you said” position.
    • Talking about Flickr
    • Would help us seamlessly integrate photos from events that are mostly staff-related and post them online for them to share . . . Might help recruitment.
    • - More Video from the Front Lines
    • We’ve got our FlipCams – and we’re ready to begin using them.
  • Websi te Websi te Yes Nope Nope Probably Yes
  • Majority of our followers are not our customer base:
    • Order of Follower Groups
    • Vendors
    • Organizations who want cross-promotion
    • Consultants
    • Social media gurus
    • Businesses doing cause-marketing
    • A few semi-celebs connected with CHLA
    • Patient family members
    • Peer hospitals
  • www.TwitterSheep.com
  •  
  • Mayo Clinic
    • Arkansas Children’s
    • Using Facebook Chats
    • - H1N1
    • - Cardiothoracic Defects
    • Will you use these channels to drive:
      • Traffic & Search Engine Rankings for your Website?
      • Traffic & Search Engine Rankings for your Blog?
      • Audience awareness of a program or campaign?
    • Will you attempt to increase:
      • Number of Patients?
      • Number of Satisfied Patients?
      • Number of incoming links?
      • Number of RSS feed subscribers?
      • Number of new volunteers?
      • Retention of new volunteers?
      • Number of online donations?
      • Average amount of online donations?
      • Staff morale?
    • Deborah Braidic Web Content Manager
    • Childrens Hospital Los Angeles
    • [email_address]
    • @debbraidic
    • www.Facebook.com/childrensla
    • www.Twitter.com/childrensla
    • www.YouTube.com/childrensla
    • www.WeAreCHLA.org