2. Consumer-Based Brand Metrics 2 Familiarity Promise: Organizational and Product Experience Dialogue Preference Comprehension Associations Co-brand Value Satisfaction Word-of-Mouth Expectations Consumer interaction Advanced medicine Health info resource Best doctors /nurses Best technology Close to home High Acuity Overall care Good place to work Good community citizen What is UK HealthCare? Calls to Health Connection New patient influence Expectations when coming to UKHC Literature requests Calls to the Call Center Web site visits Outbound activity Social Media Overall preference Preference by service line Hospital to avoid Top-of-mind awareness Unaided awareness Aided awareness Perceived changes to partner hospitals Impact on health care services available to the community Likelihood to recommend Overall rating of care
3. Contents Social Media Review Definition User demographics Usage trends Benchmarks Social Media use by industry Post / Update frequency Best Practices Social media Health care communications UKHC Social Media Assessment Review Performance metrics Moving Forward Easy adjustments Examples Discussion 3
4. Social Media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. ~ Wikipedia Social Media Review 4
5. Social Media Tools Communication Blogs √ Micro-blogging √ Social networking √ Collaboration Wikis √ Social bookmarking Multimedia Photo sharing Video sharing √ Audio and Music Sharing Reviews and Opinions Product Reviews Business Reviews Community Q&A 5
6. Social Media UserAverage Age by Social Media Network 6 Source: MarketingProfs: State of Social Media Marketing (Fall 2009)
7. Social NetworksAverage Income by Social Media Network 7 Source: MarketingProfs: State of Social Media Marketing (Fall 2009)
8. Individual Usage Statistics Intent While Online 8 Source: MarketingProfs: State of Social Media Marketing (Fall 2009)
9. Individual Usage Statistics Product / Brand Recommendations 9 Source: MarketingProfs: State of Social Media Marketing (Fall 2009)
10. Individual Usage Statistics Product / Brand Recommendation Frequency 10 Source: Fluent: The Razorfish Social Influence Marketing Report (2009)
11. Social TechnographicsHow consumers approach social technologies 11 Groups include consumers participating in at least one if the indicated activities at least monthly *Conversationalists participate in at least one if the indicated activities at least weekly Source: Forrester Research, Inc.
12. Takeaways Nearly 1 of every 5 social network users report acting on a business or product recommendation via a social networking site 63% of consumers want to influences others’ opinions or express contrasting views while online 10% of social media users make product or brand recommendations at least every few days 12
14. Corporate Usage Statistics Social Networks Where Corporations Actively Maintain a Profile 14 Health care: 31.1% Health care: 23.9% Health care: 18.9% Health care: 16.4% Health care: 3.8% Source: MarketingProfs: State of Social Media Marketing (Fall 2009)
15. Corporate PostsFrequency of Corporate Twitter Updates 15 About half update at least once per day Source: MarketingProfs: State of Social Media Marketing (Fall 2009)
16. Corporate PostsFrequency of Corporate Facebook Posts 16 Nearly 30% are updating at least once per day Source: MarketingProfs: State of Social Media Marketing (Fall 2009)
17. Corporate PostsFrequency of Corporate YouTube Posts 17 Nearly 30% are updating at least once a month Source: MarketingProfs: State of Social Media Marketing (Fall 2009)
18. Takeaways The health care industry is behind social media adoption curve About ½ of corporations that use Twitter update at least once per day with 1 of 5 updating multiple times per day 30% of corporations that use Facebook post daily updates LinkedIn has a high numbers of corporate users and may represent an opportunity 18
19. “Marketers struggle to come up with answers because social media is still a very new and exciting channel that we're all discovering. Some might even debate if you can have best practices in social media at this point in time? The debate rages on whether the actual practice is one for the marketing professionals or for the public relations industry.” ~ Mitch Joel, President Twist Image Best Practices 19
20. Case StudyMayo Clinic 84% of respondents say WOM influenced their preference for Mayo “With over 90 percent of Mayo Clinic patients reporting that they say “good things” to their friends after a visit, using social media tools to amplify their impressions seemed reasonable.” ~ Lee Aase, Manager of Syndication and Social Media for Mayo Clinic Timeline: Mayo embraces new media 2000 created “Medical Edge” syndicated weekly TV news source 2004 established similar daily program for radio 2005 created podcasts out of radio segments 2006 – 2007: Facebook, YouTube, Twitter Stats (January 8, 2010) Facebook: 11,311 fans Twitter: followers 9,727; following 1,170 YouTube: 1,017 subscribers 20
22. Case StudyMayo Clinic Leverage existing resources “Medical Edge” leveraged across multiple channels: TV / Radio / Podcasts / Blog Twitter used to promote upcoming show and to solicit questions Embrace video: Low cost Flip video camera allows Mayo to… Edit and upload YouTube videos quickly Provide raw video files to journalists for incorporation into their online stories Enhance blog content without taking time away from patient care By shooting interviews with physicians we can take just fifteen minutes of their time and ask them to explain their studies as they would for a patient in the office. Then we lightly edit and upload that video, and this which provides patients all over the world exactly what they’re looking for: the perspective of a Mayo Clinic doctor on what the study practically means. ~ Lee Aase The community creates and responds to content Mayo facilitate participation, but the stories come from employee and patient contributors 22
23. Case StudyDell and Twitter Sales attributed to Twitter: $6.5 million How? The Right Motivation is Key It’s not about sales. It’s an opportunity to build better relationships with customers, which ultimately leads to stronger sales Approach Twitter With a Multifaceted Strategy Serve niche customer communities Deals: @DellOutlet Breaking news: @Direct2Dell Small business: @DellSmBizOffers Don't Be a Spammer Don’t use Twitter as a one-way marketing channel with overly promotional tweets 23 Source: Jennifer Van Grove, Associate Editor at Mashable
26. Key Takeaways Social media is relatively new, best practices are continually evolving, now is the time to test new ideas because all activity generates interest Engage in a dialogue with your audience by responding to their posts/feedback and adding value to the conversation Find employees who have an interest in social media, leverage existing content, and use low-cost options 26
27. How are we doing? UK HealthCare Social Media Assessment 27
28. Overview 28 As of March 11, UK HealthCare is involved in the following social networks
29.
30.
31. Twitter Total retweets for the period: 87 Takeaway: 9 click-throughs per tweet, but we have not entered into the influence stream where UKHC content is passed along 31
32. Blog Takeaway: The Birdwhistell blog is generating over ½ of the views – ongoing promotion and fresh content generates interest. 32
33. Forum Takeaway: Promotional efforts have resulted in page views, but because of low physician involvement there is low audience engagement. 33
35. Key Takeaways Word-of-Mouth influences patients to choose UKHC and social media facilitates the discussion With limited effort we have established a presence within social media The Birdwhistell blog is our greatest success Ongoing promotion “We try to create a buzz around the person or group that the blog highlights and send the link to them to share.” “…since Mark has created a Facebook page and we update it with links to each blog posting, the hits have increased.” Videos and pictures “Any opportunity that provides pictures, graphics, videos, etc. usually makes it on to our list of blog postings.” 35
37. Easy Adjustments Grow fans and followers Leverage existing e-mail lists (internal and external) to promote social networks Launch employee initiative promoting UKHC social media Promote social networks at events, in clinics, and through the call center Make our information easier to find Post and repost more often Use hashtags on all tweets, tag people in photos Share content across all UK social media Encourage engagement from our communities Ask questions Solicit feedback and posts (e.g., pictures from events, creative PCF photos, etc.) Respond to the community when they engage us Seek out influencers, monitor and become involved in conversations Evaluate DBC’s media monitoring tool, BuzzMeter Be involved in trending topics where appropriate Follow credible information sources and influencers 37
39. Making a Difference Making a Difference is current content that can be leveraged across all social media to: Humanize the brand Generate interest Are not overt marketing Benefits Build an audience of heavy users and influencers in social media Individuals who are willing to submit a story to our MAD FB page are likely to be moderate-to-high users of social media Individuals who are willing to share their stories are already sharing their story through other venues and influencing an audience Extend the lifespan of MAD Leveraging existing content allows for the extension of the MAD publication and gives us an outlet for content not suitable for the hardcopy Modernize UKHC’s online image Actively engaging patients online enhances UKHC’s online image 39
41. Discussion Social media policy How do we define and measure success How do we better coordinate UKHC social media with other UK social media 41
42. Authors’ Contact Information Jason Britt Marketing Research Manager jason.britt@uky.edu 859.257.5563 Sean Asbury Senior Web Developer sean.asbury@uky.edu 859.257.5425 Larry Treadway Senior Graphic Designer larry.treadway@uky.edu 859.257.5510 42
