Lessons from the Social Edge: The Good, The Bad, The Engaged

Lessons from the Social Edge: The Good, The Bad, The EngagedPresented by:Angela Martín-Barcelona of NorthShore University HealthSystem &Kelly Cutler of Marcel Media

Agenda NorthShore & Marcel Media Healthcare 2.0 Moderation Facebook Applications 2

About NorthShoreNorthShore University HealthSystem (NorthShore),headquartered in Evanston, Illinois, is a comprehensive,fully-integrated healthcare delivery system that serves thegreater Northshore and northern Illinois communities.Details • Four hospitals • 75 (and growing) medical office facilities • 2,000 physicians • Affiliated with University of Chicago • Fully-integrated Electronic Medical Record (EMR) system 3

Healthcare 2.0 4

Social Media Marketing Goals• Advocacy • Downloads • Sharing Branded Content • Patient Reviews • Branded Page Views • Increased Brand Engagement • Create an Online Community o (People are more likely to share emotive content on Facebook and social media sites)• Support • Answer Patient Questions • Address Critics in the Community • Encourage Brand Advocates• Feedback • Co-creation of Content • Address Comments • Improve the Customer Service Experience11/8/2011 5

Social Media Considerations11/8/2011 Source: Searchenginepeople.com 6

Unique Social Media Challenges in Healthcare• How do you measure the return on investment?• How do you address HIPPA and privacy issues?• Lack of FDA regulations for engagement in social media• Privacy concerns• Security risks (malware entering hospital databases through social media sites)• Risk associated with public communication 7

Social Media PolicyHave an explicit policy in an employment manual that addresses thefollowing concepts:• Accountability and Accuracy• Honesty and Transparency• Respect• Privacy• Disclosure• Lawfulness• Management and Supervision of Social Media Sites• Collaboration• The Responsibilities and Roles of the Employees• Liability Insurance • (Does your malpractice insurance cover social media? Many don’t cover emotional distress; a common claim in social media suits) 8

Biggest Social Media MythIf You Build It, They Will Come…… 9

Social Media Strategy• How will you integrate social media into your existing online and offline marketing campaigns?• How will your social media marketing contribute to your customer service initiatives?• What are you trying to accomplish with social media marketing and how will you measure it?• Each social media site has a unique use, choose your top 3-5 sites where you feel you can have the greatest impact on your target audience.• How will you incorporate the feedback you receive from your social media audience? 10

Continued Analysis and OptimizationQuestions to consider when mapping out your social mediacampaigns:1. Where are my patients talking about healthcare online? Is my brand represented on these sites?2. How is social media buzz about my brand correlated with patient retention, brand loyalty, and demand generation?3. What type of patient generates the most social media buzz and which campaigns seem to best target that demographic?4. How is the digital connection to my brand driving conversions? (i.e. new patient referrals)5. How do the social media campaigns relate to overall business objectives?11/8/2011 11

How to Calculate Social Media ROI11/8/2011 12

Measuring Social Media ROITwo Types of Metrics:Value (tied to overall brand perception and customer service) • Patient satisfaction • Patient retention • Lifetime value • Consideration • Tone and Brand Sentiment (obtained through surveys etc.)Counting Metrics (directly related to data and traditional ROI) • Reach/Impressions • Shares/Volume • Effectiveness/Engagement • Conversions 13

Social Media Moderation 14

Social Media Monitoring ToolsRadian6www.radian6.comBlogPulsewww.blogpulse.comSocial Mentionwww.socialmention.comTwazzupwww.twazzup.comPeerIndexwww.peerindex.comGoogle Trendswww.google.com/trends 15

Responding to Facebook FeedbackResponding to Complaints: • Be prompt, answer the complaint with immediacy • In your response include the complainant’s name • Be humble and provide an apologetic response • Provide your direct contact information so they can follow up directly • Ask for their contact info so you can take the conversation offlineThe Importance of Positivity: • Don’t forget to respond to your fans praise • Positive posts are dispersed to the users friends newsfeeds • Include a personal response that includes complimentary language and reinforces positive feelings about the brand11/8/2011 16

Responding to Facebook FeedbackHandling Requests for Information • Make sure the answer is correct; inaccurate information can spread like wildfire • Be prompt in your response and include a call to action • Include links to resources with the information the fan is looking for • Tone should be reassuring and informativeModerating Negative Feedback and Profanity • Set ground-rules for your Facebook community by identifying a clear code of conduct • Place a short description of your rules and regulations beneath your profile picture • Vigilance: moderation through communication model; if a naysayer sees you respond to every piece of negative feedback on your wall they may refrain from posting in the future11/8/2011 17

NorthShore’s Robust Moderation Platform11/8/2011 18

NorthShore’s Workflow Interface11/8/2011 19

NorthShore Customized Facebook Applications11/8/2011 20

Social Engagement Strategy MapNorthShore places a strong emphasis on community, andwanted to reach an audience that was outside of their targetedwebsite demographic.Marcel Media recommended a comprehensive social media strategythat focused on Facebook as the catalyst for communityengagement.Marcel Media worked with the team at NorthShore tocreate several dynamic and highly customizedFacebook applications.11/8/2011 21

The Benefits of Facebook Applications• Create value• Foster a unique community outside of the website• Drive patient engagement• Create a dialogue between the NorthShore brand, their staff and the patients• Provide compelling and interactive content that prompted users to share • Patients are more likely to share stories on Facebook• Drive patient engagement• Enhance the customer service experience• Integration into existing online and offline marketing campaigns11/8/2011 22

Facebook AdvertisingFacebook Advertising was recommended to create, nurture andgrow a community around the NorthShore Facebook Page. 23

NorthShore Homepage Application11/8/2011 24

NorthShore Homepage Application – Aug – Sept, 2011The NorthShore Homepage application was designed toCompliment increase page likes, as well as providevisitors with a variety of dynamic content to interact with andshare.The Homepage application included the following modules: • The latest sweepstakes • An interactive health poll • A module to submit questions for upcoming online chats • Links to previous online chat transcripts • Links to health news and other NorthShore patient resources. * Since the initial launch of the application, NorthShore received upwards of 8,500 new page visits.11/8/2011 25

NorthShore Homepage Application – October, 2011Key Metrics Breast Cancer Awareness Facebook Challenge• 2,885 new "likes"• Raised more than $3,000 to our Breast Cancer Research Fund• More than 132 "shares" of NorthShore posts• More than 270 retweets & mentions• Growth in viral and organic views• Involvement & Engagement of partners11/8/2011 26

NorthShore Online Chat Application11/8/2011 27

NorthShore Online Chat ApplicationThe Online Interactive Chat applications allow users to submitquestions and comments prior to the live chat event.• The number of visits to this application has increased by 420% month over month, with a total of approximately 17,000 fan visits.• The engagement metrics of visitors that share this application has gone up 566%.11/8/2011 28

The Results• As a result of NorthShore’s Facebook marketing campaign, the organization saw an overall increase in their Fan Page ―likes‖ with approximately 5,935 new page ―likes‖ in less than three months.• Brand engagement on Facebook increased by over 293%• NorthShore’s comparative fan totals industry-wide was up 99% when measured against their competitors.11/8/2011 29

Facebook Interactions 30

General Facebook Stats• Facebook engagement has three peaks: • Early morning (7 a.m. EST) • After work (5 p.m. EST) • Late at night (11 p.m. EST)• Healthcare brands see the most engagement on Thursday. However, content is posted on Mondays and Fridays, when engagement is lower. • Tip: Post content on Thursday.• Posts with 80 characters or less — the length of a short tweet — garnered 27% more engagement than posts that were more than 80 characters.• If you’re seeking answers, put a simple ―where‖ or ―when‖ or ―would‖ question at the end of the post — you’ll get 15% more engagement than if the question is buried in the middle.• Image posts receive 22% more engagement than video posts• Image posts receive 54% more engagement than text posts• Videos receive 27% more engagement than text posts11/8/2011 Source: Mashable 31

What’s Google Got To Do With It?Google +/ +1 Fact Sheet: • 3 arenas for business: Sparks(what’s trending), circles (allows for segmentation of content), and hangouts (chat live with up to 10 ppl and stream it) • Has the potential to be more authoritative then a Facebook ―like‖ • Currently Google+ is only open to individuals not brands, but many companies are appointing a brand ambassador • Google+ is not another social destination site and will continue to enhance synergy between search and social • Google+1 can currently be embedded into any owned digital asset11/8/2011 32

Google + and Its Implications• Currently Google does not have access to Facebook data, so it is possible a +1 could be more authoritative then a like.• Circles provide marketers with the ability to segment their network out into a social database that will allow for hyper customization and targeted messaging.• Integration: a user could +1 a paid search add, then the brands Google + page appears and user is prompted to join the brands page, they receive rich, branded, and highly targeted content, and ultimately that brand will have an influence on that users search experience.• +1 generates a ―earned‖ impression and your sites content will benefit from Google’s indexing of these social search signals.11/8/2011 33

Thank You/CreditsAngela Martín-BarcelonaNorthShore University HealthSystem• amartin-barcelona@northshore.org• Facebook.com/northshoreweb• linkedin.com/in/martinbarcelona• Twitter.com/northshorewebKelly CutlerMarcel Media• kelly@marcelmedia.com• Facebook.com/marcelmedia• Linkedin.com/in/kellycutler• Twitter.com/marcelmedia 34

Lessons from the Social Edge: The Good, The Bad, The Engaged

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