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Social in Seattle: How Children's Hospital Boston uses social media to communicate and accomplish its goals
 

Social in Seattle: How Children's Hospital Boston uses social media to communicate and accomplish its goals

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In this presentation, given at the Ragan Communications Conference in Seattle from April13-15, Matt Cyr talks about how Children's Hospital Boston uses Facebook, blogs, Twitter and YouTube to connect ...

In this presentation, given at the Ragan Communications Conference in Seattle from April13-15, Matt Cyr talks about how Children's Hospital Boston uses Facebook, blogs, Twitter and YouTube to connect with its patients, families and physicians.

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  • How Can You Do It?
  • It’s your site. You have responsibilities to your patients and contributors. Don’t let it be a free-for-all. Plus, this will help with the selling of the idea to administration.Talk about Boston Med (microsite, media, FB, Twitter, etc). Talk about using all the tools at your disposal – in the right ways, and not every tool at every opportunity – to get your messages out.Make people feel comfortable with what you’re doing. If you seem too cavalier, they won’t go for it. Know your internal audiences and address their particular concerns.
  • Great stories; separate yourself from the pack with institutional differentiatorsFind and cultivate strong voicesMake illness, recovery and challenge come to life
  • People read these stories, which gives us brand and rep, plus we get stories out of it
  • Every dayReps from across departmentCan respond to news in real time…Plan for the week ahead…And look down the road in a strategic wayData helps inform content and outreach
  • Have a plan in place to handle bad comments, angry customers, etc.Comments, moderation and what to do when things get ugly (cause they will!)

Social in Seattle: How Children's Hospital Boston uses social media to communicate and accomplish its goals Social in Seattle: How Children's Hospital Boston uses social media to communicate and accomplish its goals Presentation Transcript

  • Social in Seattle
    The Role of Social Media in Engaging Patients, Employees and the Media
    April 13-15, 2011
  • Today’s agenda
    Why social media?
    Health care
    Children’s Hospital Boston
    Getting started in social media
    Children’s social media efforts
    Blogging
    Facebook
    Twitter
    YouTube
    Some nuts and bolts
    Final thoughts and Q and A
  • Why is health care using social media?
    Our jobs have changed
    The tools have changed
    Our audiences, their needs and expectations have changed
    Incredible opportunities to inform and engage, all while building your organization’s brand
  • Why is Children’s doing it?
    Open up two-way communication
    Position us as a leader in pedi health info
    Build online brand and reputation, which contributes to brick and mortar reputation
    Augment and enhance website activities
    Respond in real-time to service issues, complaints and opportunities
    Spread awareness of our services; drive volume
  • The social media SEA
    Strategize:
    How do social media efforts help accomplish the organization’s goals?
    Execute/Engage:
    Share great stories, voices, images, videos
    Amplify your message using available internal and external resources
    Identify and connect with others; quid pro quo
    Assess:
    How did it go?
    Replicate successes, learn from failures
  • Blogging
    Children’s blogs:
    Thrive: Pediatric health, wellness and parenting
    Vector: Science and innovation
    Benefits:
    Platform to share timely, relevant news and info
    Real-time feedback on content
    Control messaging
    SEO benefits
    Brand building
  • Blogging
    Decide what your blog is—and isn’t
    Different medium, same rules
    Take chances, encourage opinions, court controversy, inject personality
    Let others do the talking
  • Blogs push your expertise
  • Children’s on Facebook
    550,000 likes:Largest hospital Facebook page in the world
    19 total pages
    Posts viewed approx. 100 million times
    Benefits:
    Everyone’s there; it’s part of everyday life
    Very easy to share and interact
    Great, cost-effective way to push out content
  • Facebook how-to’s
    How we use Facebook:
    Share our stories
    Place for people to share their stories
    Service recovery tool
    Morale builder for staff and families
    Political engager
    Source of referrals
    Create something that will engage your audience
    Give people the chance to talk about themselves
  • Facebook breaks down walls and opens doors
  • Children’s on Twitter
    15 Twitter handles, all separately maintained
    11,500 total followers
    Benefits:
    Real-time communication
    Push out our content
    Personal touch; easy to build relationships
    Cheap and easy to maintain
  • Twitter how-to’s
    • Followers/Following
    • Connect with reputable, like-minded organizations
    • Quality and quantity
    • Keep it relevant
    • Push the conversation with interesting, current info
    • Less likely to get lost in the din
    • Extremely limited window of opportunity
    • Share and share alike
    • Promotes good will, brings good content to your followers and can lead to more re-Tweets
  • Twitter is connection and conversation
  • Children’s on YouTube
    • Patient stories, clinical info and calls to action
    • Takes advantage of #2 search engine in the world
    • Nearly 1,000 videos
    • 350 subscribers
    • 250,000 views
    • 17,500 views/month
    • Video shows your org like nothing else
  • YouTube brings your organization to life
  • When it all comes together
    New 1st trimester test for Down syndrome
    Thrive post by doc who treats Down and has a sister with it
    Controversy and positive reaction
    10,000 views
    Shared widely on other blogs
    Hundreds of comments
    Thousands of social reactions
  • Nuts and bolts
    HIPAA and Legal
    • Huddles help maximize collaboration, coordination and communication
    Know the tools; use them every day
    Watch the data and searched terms
    Give your social media efforts the time, resources and attention they require
    Huddles help you get your ducks in a row.
  • Staffing
    Dedicated
    1 Social Media Specialist
    Significant responsibilities
    3 directors
    2 writer/editors
    1 media team member
    1 videographer
    Not insignificant responsibilities
    Many staff throughout department
    Plus one very talented pediatrician, mother and writer
  • Last thoughts
    Share the good stuff; make a plan for dealing with the bad stuff
    You can’t buy buy-in; building trust throughout the organization will pay off
    Don’t be afraid to fail
    Health care’s compelling, important, always relevant—communicate that
    And don’t forget…
  • There’s still a place for print
  • Contact
    Matt Cyr – Director, Patient and Family Communications
    matthew.cyr@childrens.harvard.edu
    Twitter:
    @mattcyr
    @childrensboston
    @thrivechildrens
    Complete listing of Children’s social media at: childrenshospital.org/socialmedia