Social Networking for Hospitals? You bet! Web 2.0 (Why?) | Examples (Who?) | Strategy (How?) By Frank Barry Director, Professional Services Blackbaud

About me My name is Frank Barry I work at Blackbaud I provide services to our customers I think I’m addicted to Social Media

My name is Frank Barry

I work at Blackbaud

I provide services to our customers

I think I’m addicted to Social Media

What we are going to talk about Session Description: Social networking technologies can help hospitals engage and develop relationships that last. Learning Objectives: Gather an understanding of Web 2.0 technologies Learn ways to utilize social networking in your hospital or foundation Develop a social networking plan / strategy

Session Description:

Social networking technologies can help hospitals engage and develop relationships that last.

Learning Objectives:

Gather an understanding of Web 2.0 technologies

Learn ways to utilize social networking in your hospital or foundation

Develop a social networking plan / strategy

Times are Changing Would it have killed you to update your Facebook status if you were going to be out so late!

Would it have killed you to update your Facebook status if you were going to be out so late!

Do you have a … Personal Facebook page Twitter profile YouTube channel LinkedIn resume Blog Organizational Facebook page Twitter profile YouTube channel LinkedIn resume Blog What about your kids?

Personal

Facebook page

Twitter profile

YouTube channel

LinkedIn resume

Blog

Organizational

Facebook page

Twitter profile

YouTube channel

LinkedIn resume

Blog

What about your kids?

Web 2.0 / Social Technologies A basic introduction to help answer the question: Why ?

Stop Yelling (Web 1.0) Source: http://www.slideshare.net/shantanu.adhicary/web-20-and-social-media

Source: http://gapingvoid.com/

Be Social (Web 2.0)

Source : http://bethkanter.wikispaces.com/health

Source: http://bethkanter.wikispaces.com/health

Source: http://bethkanter.wikispaces.com/health

Tools to Help You be Social

Source: http://steve-hilbert.com/drawings.html

Big Players Facebook 200 million users Total of 65.7 million unique visitors Twitter 1,382% year over year 7 million unique monthly visitors YouTube 100 million monthly viewers in the US 6.3 billion videos were viewed on the site 75 billion videos to 375 million unique visitors in 2009 LinkedIn Currently has more than 34 million users 7.7 unique visitors http://mashable.com/2009/04/17/web-in-numbers-social-media/

Facebook

200 million users

Total of 65.7 million unique visitors

Twitter

1,382% year over year

7 million unique monthly visitors

YouTube

100 million monthly viewers in the US

6.3 billion videos were viewed on the site

75 billion videos to 375 million unique visitors in 2009

LinkedIn

Currently has more than 34 million users

7.7 unique visitors

Hospitals and Social Networks Source: http://ebennett.org/data/ | http://ebennett.org/hsnl/

Social Networking for Hospitals A few examples to show Who is doing it.

Examples Children’s Hospital of LA – Full Strategy Sutter Eden Medical – Community Outreach Henry Ford – Real Time Education Scripps Health – Customer Service Innovis Health – Crisis Communication Mayo Clinic – Employee Coordinated Program

Children’s Hospital of LA – Full Strategy

Sutter Eden Medical – Community Outreach

Henry Ford – Real Time Education

Scripps Health – Customer Service

Innovis Health – Crisis Communication

Mayo Clinic – Employee Coordinated Program

Children’s Hospital of LA Full Strategy

Children’s Hospital of LA Full Strategy

Sutter Eden Medical Community Outreach

Henry Ford Real Time Education

Scripps Health Customer Service

Innovis Health Crisis Communication

Mayo Clinic Employee Lead

Develop a Strategy Steps to get started. The How . 1. Objectives 2. Listen 3. Learn 4. Adapt 5. Repeat

Objectives (Answers?) Are we trying to spread information, provide support, build relationships …? Who is our primary audience? What outposts are our primary audience using? What are the popularity levels of each outpost? Which channels would be most appropriate for leveraging media our organization already produces? How many outposts can our team realistically manage well? Internally, who owns the program? What tools should we be using? Who else in our industry is out there (Success / failure)

Are we trying to spread information, provide support, build relationships …?

Who is our primary audience?

What outposts are our primary audience using?

What are the popularity levels of each outpost?

Which channels would be most appropriate for leveraging media our organization already produces?

How many outposts can our team realistically manage well?

Internally, who owns the program?

What tools should we be using?

Who else in our industry is out there (Success / failure)

How to get started Source: http://beth.typepad.com/beths_blog/2009/02/riffing-on-listen-learn-and-adapt-need-your-organizations-adaption-stories.html

Listen Find out what is being said about you Figure out where people are gathering Identify Influencers and detractors Build closer relationships Look at trends over time Make continuous improvements Determine what tools to test http://www.flickr.com/photos/iguanajo/43077421/ Listening is the art of knowing what is being said online about your organization, your staff and your field.

Find out what is being said about you

Figure out where people are gathering

Identify Influencers and detractors

Build closer relationships

Look at trends over time

Make continuous improvements

Determine what tools to test

12 Listening Tactics Build an ego search Technorati and Google Blogsearch Build the same for your competitors/counterparts Find blogs about your specific space or industry Subscribe to a handful of them. Find a few tangential categories If you’re in software, subscribe to an art or marketing blog. If you’re in marketing and PR, subscribe to an economy blog. Look for & participate in Conversations hiding in Twitter and Friendfeed Use Google Reader & Alerts Use Yahoo! Site Explorer to see who’s linking to your site Use heat map tools like CrazyEgg Don’t forget podcasts Know what to post www.aiderss.com Spend time reading/reviewing daily Comment frequently (and meaningfully) on blogs that write about you

Build an ego search Technorati and Google Blogsearch

Build the same for your competitors/counterparts

Find blogs about your specific space or industry Subscribe to a handful of them.

Find a few tangential categories If you’re in software, subscribe to an art or marketing blog. If you’re in marketing and PR, subscribe to an economy blog.

Look for & participate in Conversations hiding in Twitter and Friendfeed

Use Google Reader & Alerts

Use Yahoo! Site Explorer to see who’s linking to your site

Use heat map tools like CrazyEgg

Don’t forget podcasts

Know what to post www.aiderss.com

Spend time reading/reviewing daily

Comment frequently (and meaningfully) on blogs that write about you

Learn http://www.flickr.com/photos/telachhe/3342173731/ Learning is all about using experiments, tracking metrics and asking questions at the right time to understand what works as well as what doesn’t. Start small Learn what other Associations are doing Document on the fly Pick the right hard data points Harvest your insights Pause and reflect Write down how you want to improve

Start small

Learn what other Associations are doing

Document on the fly

Pick the right hard data points

Harvest your insights

Pause and reflect

Write down how you want to improve

What types of things to track? YouTube Views Ratings Comments Subscribers Twitter Followers ReTweets (RT) Facebook Likes Comments Views Delicious, Stumbleupon, Digg ShareThis, etc… Blog/Website Author contribution Page views Comments Social Media mentions Content created

YouTube

Views

Ratings

Comments

Subscribers

Twitter

Followers

ReTweets (RT)

Facebook

Likes

Comments

Views

Delicious, Stumbleupon, Digg ShareThis, etc…

Blog/Website

Author contribution

Page views

Comments

Social Media mentions

Content created

Adapt What were our goals, did we achieve them? What worked, what didn’t? What changes can be made next time? What is success? Source: http://www.flickr.com/photos/rashdan/2833645022/ Use insights to make corrections to improve results the next time around.

What were our goals, did we achieve them?

What worked, what didn’t?

What changes can be made next time?

What is success?

Quick Example - Humane Society Carrie Lewis of the Humane Society shares about their first photo petition campaign to protest Wendy's treatment of animals … " Since this was our first run at a photo petition, it was difficult to get across exactly what we wanted people to do without writing a book. So every person that wrote in and needed help was answered personally. This gave us a good idea of how to more clearly explain ourselves next time." Improvement: From 3K to 13K

Carrie Lewis of the Humane Society shares about their first photo petition campaign to protest Wendy's treatment of animals …

" Since this was our first run at a photo petition, it was difficult to get across exactly what we wanted people to do without writing a book. So every person that wrote in and needed help was answered personally. This gave us a good idea of how to more clearly explain ourselves next time."

Improvement: From 3K to 13K

It’s a continual process that needs to be repeated for every initiative.

Successful Social Networking Takes a Change in Thinking 3 Basics

Think Differently Build relationships with influencers Source: David Wilcox, the Social Reporter

Flip the Funnel – Seth Godin

Rule of 1/3 1/3 Web presence | 1/3 One way | 1/3 Social Source: http://www.flickr.com/photos/66164549@N00/1384837583/

1/3 Web presence | 1/3 One way | 1/3 Social

Learning Objectives Gather an understanding of Web 2.0 technologies. Learn ways to utilize social networking in your hospital or foundation. Develop a social networking plan / strategy.

Gather an understanding of Web 2.0 technologies.

Learn ways to utilize social networking in your hospital or foundation.

Develop a social networking plan / strategy.

What Questions do you have?

Thank You! Frank Barry Director, Professional Services Blackbaud Twitter : @franswaa Blog : http:// www.netwitsthinktank.com E-mail : [email_address] Website : http:// internet.blackbaud.com

Frank Barry

Director, Professional Services

Blackbaud

Twitter : @franswaa

Blog : http:// www.netwitsthinktank.com

E-mail : [email_address]

Website : http:// internet.blackbaud.com

Credits People who influenced this presentation: Beth Kanter: http://beth.typepad.com/ (Thanks for nonprofit and industry expertise as well as awesome presentations) David Armono: http://darmano.typepad.com/ (Thank for Listen, Learn, Adapt) Ed Bennett: http://ebennett.org/ (Thanks for Healthcare expertise and examples) Shantanu Adhicary: slideshare.net/shantanu.adhicary/web-20-and-social-media (Thanks for presentation on Social Media)

People who influenced this presentation:

Beth Kanter: http://beth.typepad.com/ (Thanks for nonprofit and industry expertise as well as awesome presentations)

David Armono: http://darmano.typepad.com/ (Thank for Listen, Learn, Adapt)

Ed Bennett: http://ebennett.org/ (Thanks for Healthcare expertise and examples)

Shantanu Adhicary: slideshare.net/shantanu.adhicary/web-20-and-social-media (Thanks for presentation on Social Media)