Social Networking For Hospitals


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

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Social Networking For Hospitals

  1. 1. Social Networking for Hospitals? You bet! Web 2.0 (Why?) | Examples (Who?) | Strategy (How?) By Frank Barry Director, Professional Services Blackbaud
  2. 2. About me <ul><li>My name is Frank Barry </li></ul><ul><li>I work at Blackbaud </li></ul><ul><li>I provide services to our customers </li></ul><ul><li>I think I’m addicted to Social Media </li></ul>
  3. 3. What we are going to talk about <ul><li>Session Description: </li></ul><ul><li>Social networking technologies can help hospitals engage and develop relationships that last. </li></ul><ul><li>Learning Objectives: </li></ul><ul><ul><li>Gather an understanding of Web 2.0 technologies </li></ul></ul><ul><ul><li>Learn ways to utilize social networking in your hospital or foundation </li></ul></ul><ul><ul><li>Develop a social networking plan / strategy </li></ul></ul>
  4. 4. Times are Changing <ul><li>Would it have killed you to update your Facebook status if you were going to be out so late! </li></ul>
  5. 6. Do you have a … <ul><li>Personal </li></ul><ul><ul><li>Facebook page </li></ul></ul><ul><ul><li>Twitter profile </li></ul></ul><ul><ul><li>YouTube channel </li></ul></ul><ul><ul><li>LinkedIn resume </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><li>Organizational </li></ul><ul><ul><li>Facebook page </li></ul></ul><ul><ul><li>Twitter profile </li></ul></ul><ul><ul><li>YouTube channel </li></ul></ul><ul><ul><li>LinkedIn resume </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><li>What about your kids? </li></ul>
  6. 7. Web 2.0 / Social Technologies A basic introduction to help answer the question: Why ?
  7. 8. Stop Yelling (Web 1.0) Source:
  8. 9. Source:
  9. 10. Be Social (Web 2.0)
  10. 11. Source :
  11. 12. Source:
  12. 13. Source:
  13. 15. Tools to Help You be Social
  14. 16. Source:
  15. 17. Big Players <ul><li>Facebook </li></ul><ul><ul><li>200 million users </li></ul></ul><ul><ul><li>Total of 65.7 million unique visitors </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>1,382% year over year </li></ul></ul><ul><ul><li>7 million unique monthly visitors </li></ul></ul><ul><li>YouTube </li></ul><ul><ul><li>100 million monthly viewers in the US </li></ul></ul><ul><ul><li>6.3 billion videos were viewed on the site </li></ul></ul><ul><ul><li>75 billion videos to 375 million unique visitors in 2009 </li></ul></ul><ul><li>LinkedIn </li></ul><ul><ul><li>Currently has more than 34 million users </li></ul></ul><ul><ul><li>7.7 unique visitors </li></ul></ul>
  16. 18. Hospitals and Social Networks Source: |
  17. 19. Social Networking for Hospitals A few examples to show Who is doing it.
  18. 20. Examples <ul><li>Children’s Hospital of LA – Full Strategy </li></ul><ul><li>Sutter Eden Medical – Community Outreach </li></ul><ul><li>Henry Ford – Real Time Education </li></ul><ul><li>Scripps Health – Customer Service </li></ul><ul><li>Innovis Health – Crisis Communication </li></ul><ul><li>Mayo Clinic – Employee Coordinated Program </li></ul>
  19. 21. Children’s Hospital of LA Full Strategy
  20. 22. Children’s Hospital of LA Full Strategy
  21. 23. Sutter Eden Medical Community Outreach
  22. 24. Henry Ford Real Time Education
  23. 25. Scripps Health Customer Service
  24. 26. Innovis Health Crisis Communication
  25. 27. Mayo Clinic Employee Lead
  26. 28. Develop a Strategy Steps to get started. The How . 1. Objectives 2. Listen 3. Learn 4. Adapt 5. Repeat
  27. 29. Objectives (Answers?) <ul><li>Are we trying to spread information, provide support, build relationships …? </li></ul><ul><li>Who is our primary audience? </li></ul><ul><li>What outposts are our primary audience using? </li></ul><ul><li>What are the popularity levels of each outpost? </li></ul><ul><li>Which channels would be most appropriate for leveraging media our organization already produces? </li></ul><ul><li>How many outposts can our team realistically manage well? </li></ul><ul><li>Internally, who owns the program? </li></ul><ul><li>What tools should we be using? </li></ul><ul><li>Who else in our industry is out there (Success / failure) </li></ul>
  28. 30. How to get started Source:
  29. 31. Listen <ul><li>Find out what is being said about you </li></ul><ul><li>Figure out where people are gathering </li></ul><ul><li>Identify Influencers and detractors </li></ul><ul><li>Build closer relationships </li></ul><ul><li>Look at trends over time </li></ul><ul><li>Make continuous improvements </li></ul><ul><li>Determine what tools to test </li></ul> Listening is the art of knowing what is being said online about your organization, your staff and your field.
  30. 33. 12 Listening Tactics <ul><li>Build an ego search Technorati and Google Blogsearch </li></ul><ul><li>Build the same for your competitors/counterparts </li></ul><ul><li>Find blogs about your specific space or industry Subscribe to a handful of them. </li></ul><ul><li>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. </li></ul><ul><li>Look for & participate in Conversations hiding in Twitter and Friendfeed </li></ul><ul><li>Use Google Reader & Alerts </li></ul><ul><li>Use Yahoo! Site Explorer to see who’s linking to your site </li></ul><ul><li>Use heat map tools like CrazyEgg </li></ul><ul><li>Don’t forget podcasts </li></ul><ul><li>Know what to post </li></ul><ul><li>Spend time reading/reviewing daily </li></ul><ul><li>Comment frequently (and meaningfully) on blogs that write about you </li></ul>
  31. 35. Learn 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. <ul><li>Start small </li></ul><ul><li>Learn what other Associations are doing </li></ul><ul><li>Document on the fly </li></ul><ul><li>Pick the right hard data points </li></ul><ul><li>Harvest your insights </li></ul><ul><li>Pause and reflect </li></ul><ul><li>Write down how you want to improve </li></ul>
  32. 36. What types of things to track? <ul><li>YouTube </li></ul><ul><ul><li>Views </li></ul></ul><ul><ul><li>Ratings </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Subscribers </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>Followers </li></ul></ul><ul><ul><li>ReTweets (RT) </li></ul></ul><ul><li>Facebook </li></ul><ul><ul><li>Likes </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Views </li></ul></ul><ul><li>Delicious, Stumbleupon, Digg ShareThis, etc… </li></ul><ul><li>Blog/Website </li></ul><ul><ul><li>Author contribution </li></ul></ul><ul><ul><li>Page views </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Social Media mentions </li></ul></ul><ul><ul><li>Content created </li></ul></ul>
  33. 37. Adapt <ul><li>What were our goals, did we achieve them? </li></ul><ul><li>What worked, what didn’t? </li></ul><ul><li>What changes can be made next time? </li></ul><ul><li>What is success? </li></ul>Source: Use insights to make corrections to improve results the next time around.
  34. 38. Quick Example - Humane Society <ul><li>Carrie Lewis of the Humane Society shares about their first photo petition campaign to protest Wendy's treatment of animals … </li></ul><ul><li>&quot; 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.&quot; </li></ul><ul><li>Improvement: From 3K to 13K </li></ul>
  35. 39. It’s a continual process that needs to be repeated for every initiative.
  36. 40. Successful Social Networking Takes a Change in Thinking 3 Basics
  37. 41. Think Differently Build relationships with influencers Source: David Wilcox, the Social Reporter
  38. 42. Flip the Funnel – Seth Godin
  39. 43. Rule of 1/3 <ul><li>1/3 Web presence | 1/3 One way | 1/3 Social </li></ul>Source:
  40. 44. Learning Objectives <ul><ul><li>Gather an understanding of Web 2.0 technologies. </li></ul></ul><ul><ul><li>Learn ways to utilize social networking in your hospital or foundation. </li></ul></ul><ul><ul><li>Develop a social networking plan / strategy. </li></ul></ul>
  41. 45. What Questions do you have?
  42. 46. Thank You! <ul><li>Frank Barry </li></ul><ul><li>Director, Professional Services </li></ul><ul><li>Blackbaud </li></ul><ul><li>Twitter : @franswaa </li></ul><ul><li>Blog : http:// </li></ul><ul><li>E-mail : [email_address] </li></ul><ul><li>Website : http:// </li></ul>
  43. 47. Credits <ul><li>People who influenced this presentation: </li></ul><ul><li>Beth Kanter: (Thanks for nonprofit and industry expertise as well as awesome presentations) </li></ul><ul><li>David Armono: (Thank for Listen, Learn, Adapt) </li></ul><ul><li>Ed Bennett: (Thanks for Healthcare expertise and examples) </li></ul><ul><li>Shantanu Adhicary: (Thanks for presentation on Social Media) </li></ul>