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Mayo Ragan 2011 Presentation
 

Mayo Ragan 2011 Presentation

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October 18 presentation at the Mayo Ragan Social Media summit

October 18 presentation at the Mayo Ragan Social Media summit

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    Mayo Ragan 2011 Presentation Mayo Ragan 2011 Presentation Presentation Transcript

    • Hospital Social MediaOverview and Current Realities
      Ed Bennett
      University of Maryland Medical Center
      Mayo Clinic
      Rochester, MN | October, 2011
    • Outline
      Current Hospital List Numbers
      Three Stories from my Hospital
      Opening Access to Social Media
      Patient Support Groups on Facebook
      … and this dog
    • Page 3
      My Background
      Pre-1980 Juggler & Street Performer
      1980 - 1994 Microfilm Technician Software Trainer
      1994 - 1999Web Entrepreneur
      1999- CurrentDirector, Web TechnologyUniversity of Maryland Medical Center
      Core Web Management Skills
    • Hospital Social Media Types
    • Are We Leveling Off?
    • Where Are Hospitals in the Hype Cycle?
      2010
      2009
      2011
      Goal
      2012 ?
    • Healthcare Engagement Tracker
      1,078 Healthcare Facebook Pages
      67% have < 1,000 fans - 41% have < 500 fans.
      ubicare.com/engagement
    • Healthcare Engagement Tracker
      1,078 Healthcare Facebook Pages:
      10th percentile:
      • Pages above average 8+ posts per week.
      • Pages below average less than 4 posts per week.
      Can you average two posts per day?
      ubicare.com/engagement
    • Safe and Sound Uses
      • Customer Service
      • Community Outreach
      • Education
      • Public Relations
      • Crisis Communications
      • Recruitment
      • Brand Monitoring
    • Challenges
      Many (most?) still block access
      FUD -Fear, Uncertainty, Doubt
      Low clinical participation
      Patient / staff expectations
      “The Placenta Incident”
    • Opening Access at UMMC
      Websensein place since 2004
      • Blocking Facebook
      • Most Blogging platforms
      • Social media widgets
      • Broke many non-social media sites
      • Broke patient education / professional resources
    • Opening Access at UMMC
      Why Change?
      • Patient Satisfaction – #1 Driver
      • Respect for Hospital Staff
      • Lessons learned from the first Web cycle
    • Opening Access at UMMC
      The Process – all of 2010
      • Driven by our CEO
      • Lots of meetings and memos with
      • Legal / Compliance / IT / HR
      • Clinical Leadership
      • Policies and staff guidelines
      • Education and training
    • One Year Later…
      Opened access on January 1, 2011 !
    • Opening Access at UMMC
      Results
      • A “No Drama” launch
      • Decreased patient complaints
      • Increased employee awareness
      • Social media = business as usual
    • Patient Support Groups
      Four groups:
      Liver Transplant
      Digestive Diseases
      Hepatitis C
      Trauma Survivors
    • Patient Support Groups
      Outgrowth of traditional IRL groups
      Managed by the same group leader, usually a Nurse Practitioner
      Mix of Closed & Secret Groups
      Set up and sanctioned by the UMMC Communications Department
    • Patient Support Groups on Facebook
      Results:
      Activity level varies by group
      Support, knowledge exchange
      “Does this happen to anyone else?”
      Mix of health and other topics
      Projects and Events like a group luncheon
    • Fundraising
      Fundraising Event for our Cancer Center
      A major Maryland race
      Over 2,000 runners
      Plus one unexpected guest…
    • Dozer the Dog
    • Embed First Video
    • The Dozer Timeline
      Sunday May 15, 2011 - Race day, Dozer joins the fun
      Monday: Dozer’s owners contact UMMC We contact local / national news
      Tuesday:Post short videoCreate Dozer donation page
      Wednesday:Story picked up on personal blogs 495 YouTube Views $390 donations from 14 people
    • Dozer Donation Page
      Umm.edu/Dozer
    • The Dozer Timeline
      Thursday May 19:
      • Attention on Fox News, ESPN, Runners World, etc.
      • More blog posts embedding the first YouTube Video
      • Race officials meet with dozer family, give him a medal
      3,517 YouTube Views - $600 donations from 16 people
      Friday May 20:
      • Publish Second Video with text narrative
      • Web attention from the Today Show, Runners World, and many personal blogs (Runners and Dog Lovers)
      65,815 YouTube Views - $1,338 from 61 people
      www.umgcc.org/news/dozer-in-the-news.htm
    • Created
      May 26, 2011
      Dozer FacebookFan Page
      facebook.com/dozerthedogfanpage
    • What Viral Looks Like
      Traffic to UMMC YouTube Videos
      1,700 to 2,500 Views per day
    • What Viral Looks Like
      75,000 Views
      15,000
      52,000
      Google
      Yahoo
      YouTube
      Search
      13,000
      13,000
      16,000
    • Response and Results
      UMMC Web / Social Media Efforts
      Two videos
      Three blog posts
      Multiple Twitter updates
      Fundraising page
      Dozer Facebook page
      Results:
      • Dozens of blog / web posts
      • Over 500,000 YouTube views
      • $25,000 raised from 400 donors
    • Lessons Learned
      It’s a Team Effort
      Media relations
      Web Video production
      Social media
      Foundation
      Be Agile
      • Recognize the opportunity
      • Understand context
      • Don’t hesitate
    • What’s Your Story?
    • Ed Bennett
      Director of Web & Communications Technology
      University of Maryland Medical Center
      410-328-0771
      ebennett@umm.edu / ed@ebennett.org
      umm.edu / ebennett.org
      Twitter: @edbennett
      Presentation and Discussion at:
      http://ebennett.org/mayo2011
    • Credits
      • Rainbow Photo - ChristopherHarrison.net