Social Networks And The Nhs

Online Social Media and the

The Aim of the Workshop This workshop introduces: How we can communicate messages efficiently Provide information very quickly Allow participation Monitor the web and dispel rumour mongering Be part of online conversation Reach target markets that are no longer susceptible to traditional communication methods Creating communities

This is NOT traditional Marcomms

This is Pull Communication

Dialogue between the NHS and its customers

Reach target markets no longer susceptible to traditional methods

Information is being searched
for in different ways:
We expect honest and transparent information (no spin)
We expect to comment and add to content
We expect to read comments, reviews and ratings
We expect to subscribe to information
We expect to use the internet differently now

SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION , AND THE CONSTRUCTION OF WORDS , PICTURES , VIDEOS AND AUDIO

“ Social media is people having conversations online.”

UK Internet Usage 71% Universal McCann: Power to the People Social Media Tracker, Wave 4 http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4 Mintel: Social Networking Across the Age Gap - UK - February 2009 Age 15-24 85% 24-34 83% 35-44 84% 45-54 77% 55-64 72% 65+ 30%

Universal McCann: Power to the People Social Media Tracker, Wave 4 http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4 64% of the UK are using an online social network

Usage of Social Networks by Age April 2008 January 2009 Mintel: Social Networking Across the Age Gap - UK - February 2009

“ Social networking is benefiting from older , wealthier consumers becoming internet-enabled.
As a result, we will be likely to see a slew of new social networking sites aimed at older consumers in the near future”.
Mintel: Social Networking Across the Age Gap - UK - February 2009

How many social media websites are there?

Choose the right social media tools for you

Share slides and documents

100m Videos 2 nd largest search engine 79% have watched video content online Universal McCann: Power to the People Social Media Tracker, Wave 4 http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4

70% have uploaded photos Universal McCann: Power to the People Social Media Tracker, Wave 4 http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4

Social Bookmarks

A blog is like an electronic Diary or notebook that the world can read 200,000,000 blogs

Wiki = Quick in Hawaiian Studies show it is as accurate if not more than Britannica Almost 13m Articles WiKis

Jan 2010 18m accounts registered

Online social networks 64% of us in the UK have joined

1 out of 300 website click throughs come from twitter We don’t always find information using Google Micro-blogging

www.nhsUnlocked.org Reputation Aggregators

Monitor and Subscribe

June 8, 2009 article from Marketing Vox and Nielsen BuzzMetrics SES Magazine entitled: Turning Blogs and user-Generated Content Into Search Engine Results , Chris Aarons, Andru Edwards and Xavier Lanier 25% of search results for the worlds top 20 largest brands are links from user generated content

Who influences whom? Will the corporate NHS website continue to be the first visit after they search Google or Bing?

Why is it important to the NHS Easy to find “ patients like me ” The trust factor Socialising online to get information to make decisions Rapid word of mouth Reaching digital natives

Challenges Privacy Concerns Legal regulatory barriers? Organisational culture ROI and Measurement

We are seeing a communication shift

The shift is from one way communication

Dialogue between consumer and the NHS

Dialogue between patient and patient

With or without you Conversations will happen online with or without you Choose to be a part of it Engage and embrace

70% trusts bloggers’ opinions on products and services 36% of people think more positively about a company that has a blog Universal McCann: Power to the People Social Media Tracker, Wave 3 http://www.slideshare.net/Tomuniversal/wave-3-social-media-tracker-presentation

More Americans get health information on the internet than from their doctors How America Searches: Health & Wellness by iCrossing and Opinion Research Corporation 36% want to see what other consumers say about medication or treatment 34% using social media 46% using health portals 67% using search engines 21% using Wikipedia

Case Study Scott&White Healthcare

Monitoring and subscribing

Google Reader Google alerts TweetDeck iGoogle Monitoring and Subscribing

iGoogle

Getting Started

What will it take Top level buy in Someone who can commit Commitment and desire to engage Devote the time Content creation budget Time and patience

Choose your audience
Internal communications
General public
Segment
Customer profiling

Set objectives Increase public reach of message proactive media relations Increase traffic, reputation? Drive traffic to website Test market

Professional practice and expertise Patient therapy Organisation blog Patient support and group blogging

Define Strategy Set a timeline and focus on reasonable and practical goals Be consistent Analyse, measure, and assess frequently Adapt!

Choose your tools
Is your target audience already talking to one another?
Focus on building long-term relationships
Remember:
People meet in different online spaces
They comment share and influence
They want to tell THEIR story - let them

Listen to/observe what the target audience is doing in social media
Create a “social object” that is relevant to the brand and of genuine interest*
Segment the target. Give them something they can join.
Allow them to engage via their preferred platform of choice – create multiple interfaces to your community
Make the experience better when shared
10-steps for successful social media: * http://www.kyle.mathews2000.com/node/60

6. Optimise your content for sharing - particularly via newsfeeds and Twitter 7. Use paid-for media to get the ball rolling 8. Take advantage of extreme targeting offered by social networks 9 . Make sure you have the resources to manage your community management and refresh the content. 10. Track the results and optimise where necessary 10-steps for successful social media: Universal McCann: Power to the People Social Media Tracker, Wave 4 http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4

Sample media plan

Time “ The more places you hang out the more time it takes to manage. The more content you create the more time it takes to create it”.

Time However consider… Syndication Mobile applications Sharing responsibility Scheduled time applications Subscribing to and re-publishing content

“ The problem with trying to determine ROI for social media is you are trying to put numeric quantities around human interactions and conversations which are not quantifiable” Jason Falls, Director of social media for Doe Anderson http://www.socialmediaexplorer.com/2008/10/28/what-is-the-roi-for-social-media/

Think ROE
Return on Engagement
Incoming traffic from links
Number of people subscribed
Track backs or linked conversations
Comments

Is this going to satisfy Finance? Probably not

Measurement and results
Embedded analytic tools on social media sites e.g.:
YouTube insights
facebook insights
Measure new customers
Voucher / special offer codes
0800 / 0845 numbers from social media sites
Questionnaires
Website analytics (Google analytics)
Video views
Subscribers
Expanded network
Quality blog comments and subscribers
Google search rankings

Twitter

Twitter Twitter is a service for people to communicate and stay connected through the exchange of quick, frequent messages. These messages are posted to your profile or your blog, sent to your followers, and are searchable on Twitter search. Twitter lets users engage in conversations with other users in 140 characters or less.

“ Twitter is not dumb... If you follow smart people!” Beth Kanter : http://www.slideshare.net/kanter/nonprofits-healthcare-and-social-media

Basic Terms
Tweet Posting a message to Twitter
@ + name The command which allows tweets to be sent; proceeds username (i.e. @journchat)
Following You choose to receive someone's updates
Followers People who choose to receive your updates
Direct Message Private message sent between two people
Block Preventing someone from reading your updates
Favorites A public area to save your favorite tweets
Fail Whale When too many people are tweeting! Hashtag The # next to a word allows for conversation tracking (#tweetup) http:// search.twitter.com
Tweetup A face-to-face gathering of those who tweet

Your twitter ID
Your User ID = 15 characters
Make your ID easy to remember
Preferably your name, brand or something you want associated with YOU
You’ve only got 140 characters, use them wisely

Follow First
Find people to follow
http:// wefollow.com
http:// mrtweet.com
http:// justtweetit.com
Say hello
Read the bio of those who follow you
Decide who you want to follow back
Share your knowledge
Promote others and interact
Ask questions

Tips for engagement
Add your Twitter ID to your email signature, website…
Download a Twitter application for your mobile phone
Send an email to friends, family and co-workers with your Twitter ID and see if they are on Twitter
Embed a Twitter widget on your blog or website
Start a hashtag
Join a hashtag
Put together RSS feeds for your favorite topics on Twitter http:// search.twitter.com
When you comment on blog posts, include your Twitter ID
Add your Twitter ID to your Facebook and LinkedIn accounts

Resources
Conserve Space: Shorten your URLs
http:// bit.ly
http:// tiny.url
http:// www.tiny.cc
Applications
http:// www.tweetdeck.com

facebook What is facebook? It’s a place where you can put up your personal details and interact with other users of the site. By getting a facebook account you can establish an online presence Talk to your friends Share photos with your friends Play games with your friends Sell your old stuff Meet new people And whole array of other things

facebook

What’s unique about facebook is that it keeps you updated on what your friends are doing. You will be notified when they make a change to their profile. Almost all interactions with the site are sent to friends so that they can keep informed about what you’re up to. facebook

facebook Profiles Creating a profile is required if you want to do anything on facebook Make sure you fully fill out your profile; a full profile looks a lot more interesting then an empty one. Add your website URL in several locations and be sure to talk about your business and plug your website URL

Pages facebook pages are used by many businesses and organisations. Pages have some key features. They are indexed by Google and available to view even if you are not a member, so promoting the page is easier. Like you do with your profile, fill out your facebook page with all relevant information about your business, website URLS, etc.

facebook applications Create fun applications that engage users Applications created vary in purpose Popular applications have hundreds of thousands of monthly active users

facebook adverts facebook ads are a great way to really increase your exposure using highly targeted advertising. Target users by age, gender, location, interests, etc. Advertise an external website or a facebook page. Build up your facebook fan page; you can do so by driving the traffic from your advertisements directly to your page.

The Future Year on year internet users have dramatically increased their familiarity and usage with social media

More niche networking sites* *Mintel: Social Networking Across the Age Gap - UK - February 2009 HealthChapter.com

Tomorrows consumers are today’s digital natives

Much like the older generation have trouble with this new technology, they would have trouble living without it. The digital native

By the time today’s 10 year olds are 15, they will already have some ingrained lifestyle preferences due information they have sourced online The digital native

102 Proven Social Marketing Headline formulas that work!
http://www.facebook.com/note.php?note_id=158216011779&ref=mf
5 social media top tips
http://www.facebook.com/eskimosoup?v=app_2347471856#/note.php?note_id=124369496779
Increasing blog traffic
http://www.facebook.com/note.php?note_id=124369511779
Interesting Stats
http://www.facebook.com/notes.php?id=43677443922&start=20&hash=d0c1b4ec2dfb5f115cb8d0fdd106d10b#/note.php?note_id=124369526779
What is RSS?
http://www.facebook.com/notes.php?id=43677443922&start=20&hash=d0c1b4ec2dfb5f115cb8d0fdd106d10b#/note.php?note_id=106367291779
Social Networking to increase sales
Creating a facebook page
Six Steps to Social Media Success (very useful)
Useful books to read
Useful social network list
More useful links

Thank you [email_address] www.eskimosoup.co.uk/news http://www.eskimosoup.co.uk/facebook www.eskimosoup.co.uk/twitter

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Social Networks And The Nhs

by Chris Middleton on Feb 25, 2010

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Social Networks And The Nhs — Presentation Transcript