Cleveland Clinic Social Media Influence Assessment May2011

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Attempt to explain what all can be accomplished using just the free tools available online to find the influence/presence an organization has in the social world.

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  • Topic Resonance Score: Measure of how your actions within a topic of interest to the community is resonant within the community.
  • Cleveland Clinic Social Media Influence Assessment May2011

    1. 1. Online Social Media Influence Assessment at May 20111
    2. 2. • Ranked #1 in Cleveland as per http://health.usnews.com Hospital rankings 2011-2012• Cleveland Clinic is a Not-for-Profit teaching hospital• One of the largest and most respected academic health centers in the world• More than 1,800 full-time physicians and scientists provide and contribute to patient care in 120 specialties and subspecialties• 1,214-bed general medical and surgical facility with 54,038 annual admissions• “Patients First” is the guiding principle of Cleveland Clinic• Cleveland Clinic is consistently ranked among the top hospitals in America by U.S. News & World Report, and their heart and heart surgery program has been ranked No. 1 since 1995• Traffic estimation: 30,000 to 100,000 visitors/month Alexa Rank: 22,542 Websites http://my.clevelandclinic.org/default.aspx http://www.youtube.com/ClevelandClinic http://www.facebook.com/ClevelandClinic http://www.twitter.com/ClevelandClinic http://www.linkedin.com/company/cleveland-clinic 2 | ©2011, Jayakumar Rajaretnam
    3. 3. FACEBOOKPRESENCE, PENETRATION &INFLUENCE ANALYSIS3 | ©2011, Jayakumar Rajaretnam
    4. 4. 27,665# people like the Page Posts: 1352 | Feedback: 2487 | Likes: 4011• The Wall has very recent posts• Users are kept active through Awareness campaigns Has neatly classified pages to help users with basic queries Social media integration in the corporate webpage 4 | ©2011, Jayakumar Rajaretnam # As on 18th May, 2011
    5. 5. Understanding what posts triggered this spike in wall posts will enable Cleveland clinic to understand what their patients like/dislike and increase interactivity. Indicates the amount of interaction Cleveland Clinic was able to generate. A sentiment analysis will help gauge the quality of these posts and help Cleveland Clinic serve its patients better.5 | ©2011, Jayakumar Rajaretnam
    6. 6. Posts & Comments peak between 2pm and 8pm for Cleveland Clinic. Hiring a dedicated person to monitor the Facebook wall and reply to comments during this time will increase the mindshare and possible word of mouth marketing opportunity for Cleveland Clinic. Availability of a social media champion between say 2pm and 8pm would not only create the maximum impact on the users but also on the indirect ROI it can generate.6 | ©2011, Jayakumar Rajaretnam
    7. 7. • Influencers can directly influence 30% or more of overall end actions on brand websites by recommending the brand’s site, products or promotions to friends• Studies have shown that on average, approximately 1% of a site’s audience generates 20% of all its traffic# through sharing of the brand’s content or site links with others• And these “influencers” drive an even higher share of conversionWhat to do with the numbers here? Identify who are the Top Influencers (the 1%) for your brand Analyze what this 1% likes to share Find out where these influencers go to connect & share (personal blogs) Interact more closely with these influencers Figure out what motivates this 1% to talk/share content (fame, fortune, or a bit of both) Invite them to the clinic and let them interact with physicians & stakeholders Make them the brand ambassadors 7 | ©2011, Jayakumar Rajaretnam # Source: http://mashable.com/2010/04/15/social-media-influencers
    8. 8. Active Conversations for the selected period sorted based on “Likes” Active Conversations for the selected period sorted based on maximum Responses for a single postPosts in this list needs to beanalyzed manually for those poststhat create the maximum impact.Example: If an awareness campaignor Q&A Post seems to be attracting alot of user involvement, then that hasto be used optimally at the right time. 8 | ©2011, Jayakumar Rajaretnam
    9. 9. Each keyword is linked directly to the post or comment to enable the user to read & analyze if it was really a negative mention. This can be automated to some extent with paid tools.9 | ©2011, Jayakumar Rajaretnam Source: www.marketsentinel.com
    10. 10. Each keyword islinked directly to thepost or comment forfurther analysis. Finding the Top terms used by the users will enable Cleveland to come up with appropriate strategies and campaigns. It can also help predict a possible epidemic due to a false alarms. 10 | ©2011, Jayakumar Rajaretnam
    11. 11. TWITTER PRESENCE, PENETRATION & INFLUENCE ANALYSIS11 | ©2011, Jayakumar Rajaretnam
    12. 12. Tweets: 3,538 | Following: 601 | Followers: 10,979• Custom Wallpaper/Theme used for the Twitter page to create uniqueness• Tweets posted almost every 30minutes to an hour Influence score calculated through Klout# Klout provides social media analytics that measures a users influence across their social network. Influence is measured by using data points from Twitter, such as: following count, follower count, retweets, list memberships, how many spam/dead accounts are following you, how influential the people that retweet you are, and unique mentions. This information is blended with Facebook data such as comment, likes, and the number of friends in your network to come up with a "Klout Score" that measures a users online influence. 12 | ©2011, Jayakumar Rajaretnam Tweets & Followers as on 18th May, 2011
    13. 13. Impact score is calculated as a combination of the following factors: • The number of followers a user has • The number of unique references and citations of the user in Twitter • The frequency at which the user is uniquely retweeted • The frequency at which the user is uniquely retweeting other people • The relative frequency at which the user posts updates Most Commonly Used Hashtags cchealthtip ccideas ccplasticsurgery ccsportshealth clemarathon indians Recent Topics according to PeerIndex biology breast cancer cancer health care medicine nutritionEveryday Users: Everyday Customers are the people who live in your townand could potentially walk in and spend money with you today. Use socialmedia to create awareness with them. Reach out to these folks and you’realmost guaranteed that they’ll pass on their experience to their family andfriends. They’re all about word of mouth and sharing recommendations.They’re unassuming, but vocal when given the chance. Based on initial analysis Cleveland Clinic seems to be using this customer base effectively.13 | ©2011, Jayakumar Rajaretnam Source: http://smallbiztrends.com/2010/07/the-5-types-of-influencers-on-the-web.html
    14. 14. Below tables will change based on the selected drill downTweet Density based on Time Average Daily Tweets Interface used to Tweet14 | ©2011, Jayakumar Rajaretnam
    15. 15. Helps identify Helps identify potential potential influencers influencers15 | ©2011, Jayakumar Rajaretnam
    16. 16. Though there may be no correlation to tweeting and losing/ gaining of followers, this will help determine if a particular tweet / topic was responsible and if yes, take corrective actions to ensure the brand name is not affected in the future.16 | ©2011, Jayakumar Rajaretnam
    17. 17. Twitter Username: ClevelandClinicTweeting Since: 2009-03-13 15:40:53 (2 years, 2 months, 6 days) Algorithm Factors:  Number of Followers  Power of Followers  Updates  Update Recency  Follower/Following Ratio  Engagement 17 | ©2011, Jayakumar Rajaretnam
    18. 18. Authority Score: Measure of trust; how much can one rely on a persons recommendations and opinion on a given topic. Audience Score: Indication of the reach. Determined by the number of people who follow and the number of people who listen and are receptive to what you are saying. Being followed by large number of spam accounts/ inactive accounts will reduce the audience score. Activity Score: Activity is the measure of how much you do that is related to the topic area. Being too active or too inactive has a negative impact on people who are listening and the activity Score takes this behavior into account.18 | ©2011, Jayakumar Rajaretnam
    19. 19. OTHER SOCIAL MEDIA PRESENCE, PENETRATION & INFLUENCE ANALYSIS19 | ©2011, Jayakumar Rajaretnam
    20. 20. • Increases visibility • Helps promote the company’s business Studies have shown that active and updated status here has a positive impact on B2B and B2C businesses.20 | ©2011, Jayakumar Rajaretnam
    21. 21. Strength is the likelihood that the brand is being discussed in social media. Calculation: Phrase mentions within the last 24 hours divided by total possible mentions. Sentiment is the ratio of mentions that are generally positive to those that are generally negative. Passion is a measure of the likelihood that individuals talking about your brand will do so repeatedly. Calculation: Small group of very passionate advocates talking about the products or brand all the time equals a higher Passion score. Conversely if every mention is written by a different author you will there will be a lower score. Reach is a measure of the range of influence. Calculation: Number of unique authors referencing the brand divided by the total number of mentions. Helps identify at a high level where all Cleveland has been spoken about21 | ©2011, Jayakumar Rajaretnam Social mention allows the user to download the data into an excel (CSV) to perform slice & dice operations
    22. 22. ANALYSIS & SCORING22 | ©2011, Jayakumar Rajaretnam
    23. 23. 1 2 3 4 5 Distribution Influencers (UIF) Sentiment Score Policy Others Corp. Website Intgn. Social media policy Social Networking RSS/ Newsletters Apps/ Widgets Photo Sharing Blogs/Forums SEO Ranking Bookmarks Mobile site Video Sites Sentiment MicroBlog Facebook Check-ins Podcasts Strength LinkedIn Passion Twitter Reach Hospital/Medical CenterRank Weights 25% 25% 25% 15% 10% Max Pts 5 5 2 2 2 2 2 2 2 2 2 3 3 3 3 2 2 2 2 1 1 1 Johns Hopkins Hospital, Baltimore, MD 4 4 1.5 2 2 2 2 2 2 0 0 1 1 0 2 2 2 0 1 2 Mayo Clinic, Rochester, Minn., MN 5 5 2 2 2 1 2 2 2 0 1 1 3 2 2 2 2 1 1 3 Massachusetts General Hospital, Boston, MA 3.5 3 1.5 2 2 2 2 1 1.5 0 1 1 2 2 1 1.5 0 1 1 4 Cleveland Clinic, OH 5 5 2 2 2 0 2 2 2 0 1 1 2 2 2 2 2 0 0 Not scored due to lack of resources (tools) Not scored due to lack of resources (tools) 5 Ronald Reagan UCLA Medical Center, Los Angeles, CA 3 3 1 2 2 2 2 1 1.5 0 1 0 2 0 2 1 2 0 1 New York Presbyterian University Hospital of Columbia and 6 0 0.5 1.5 2 0 2 2 0 1 0 2 0 3 0 0 1.5 2 0 1 Cornell, NY 7 University of California, San Francisco Medical Center, CA 2.5 2 1.5 1.5 0 0 0 0 0.5 0 1 0 2 0 2 1 0 0 1 8 Barnes-Jewish Hospital/Washington University, St. Louis, MO 3 3 1.5 2 2 2 2 1 1.5 0 2 0 2 2 2 1 0 0 1 9 Hospital of the University of Pennsylvania, Philadelphia 2 1.5 1.5 2 0.5 2 1 2 1.5 0 1 0 2 0 2 1 2 0 1 10 Duke University Medical Center, Durham, NC 3 4 0.5 2 2 1 2 1 1.5 0 0 0 1 0 2 1.5 2 0 1 11 Brigham and Womens Hospital, Boston, OH 3.5 3 1.5 2 2 2 1 0 2 0 1 0 1 2 0 1.5 0 0 1 12 University of Washington Medical Center, Seattle, WA 0 3.5 0 1.5 2 1 2 0 0.5 0 1 0 2 0 1 2 0 0 1 13 UPMC-University of Pittsburgh Medical Center, PA 3 3 1.5 1 1.5 0 2 0 1.5 0 0 1 2 2 1 2 0 0 1 University of Michigan Hospitals and Health Centers, Ann 14 3.5 4 2 2 0 2 2 0 1 0 1 0 1 2 2 2 0 0 1 Arbor, MI 23 | ©2011, Jayakumar Rajaretnam
    24. 24. Facebook Twitter Twitter Followers Customized Page Facebook Grade YouTube views Facebook Rank Facebook Fans Twitter Grade Overall Score Overall Score Twitter Rank Klout Score Twitter Hospital/Medical CenterRank Max Pts 000 000 100 1 5 000 100 100 000 5 000 1 Johns Hopkins Hospital, Baltimore, MD 12 12 79 1 4 7.7 50 100 58 4 2 Mayo Clinic, Rochester, Minn., MN 50 6.3 89 1 5 174 69 100 13 5 3 Massachusetts General Hospital, Boston, MA 4 18 68 3.5 2.2 49 98 166 3 4 Cleveland Clinic, OH 28 8.3 85 1 5 11 65 100 34 5 5 Ronald Reagan UCLA Medical Center, Los Angeles, CA 1.7 24 59 3 1.5 37 97 314 3 6 New York-Presbyterian University Hospital of Columbia and Cornell, NY 0 0 0 0 0 0 0 48 999 0.5 7 University of California, San Francisco Medical Center, CA 1.8 23 60 2.5 0.7 27 94 567 2 8 Barnes-Jewish Hospital/Washington University, St. Louis, WA 3.2 20 66 3 2.2 44 98 162 3 9 Hospital of the University of Pennsylvania, Philadelphia 2 23 60 2 0.4 44 90 929 1.5 10 Duke University Medical Center, Durham, NC 2.5 21 63 3 6.8 48 100 80 4 11 Brigham and Womens Hospital, Boston, OH 3.8 18 68 3.5 2.4 43 98 166 3 12 University of Washington Medical Center, Seattle, WA 0 0 0 0 0 2.6 47 98 139 3.5 13 UPMC-University of Pittsburgh Medical Center 2.8 20 65 3 2.2 39 98 166 3 14 University of Michigan Hospitals and Health Centers, Ann Arbor, MI 2.9 20 65 3.5 6.8 49 100 67 4 24 | ©2011, Jayakumar Rajaretnam
    25. 25. Social Score Hospital/Medical Center Media Weighted Rank Ranking Weights 100% Max Pts 50 1 Johns Hopkins Hospital, Baltimore, MD 6.68 3 2 Mayo Clinic, Rochester, Minn., MN 8.20 1 3 Massachusetts General Hospital, Boston, MA 6.43 4 4 Cleveland Clinic, OH 7.50 2 5 Ronald Reagan UCLA Medical Center, Los Angeles, CA 5.83 6 6 New York Presbyterian University Hospital of Columbia and Cornell, NY 3.95 12 7 University of California, San Francisco Medical Center, CA 3.25 14 8 Barnes-Jewish Hospital/Washington University, St. Louis, MO 6.30 5 9 Hospital of the University of Pennsylvania, Philadelphia 4.95 10 10 Duke University Medical Center, Durham, NC 5.25 9 11 Brigham and Womens Hospital, Boston, OH 5.30 8 12 University of Washington Medical Center, Seattle, WA 3.83 13 13 UPMC-University of Pittsburgh Medical Center, PA 4.88 11 14 University of Michigan Hospitals and Health Centers, Ann Arbor, MI 5.53 725 | ©2011, Jayakumar Rajaretnam
    26. 26. THANK YOU!26 | ©2011, Jayakumar Rajaretnam

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