Good morning and thank you for joining me in today’s meeting regarding social media and our hospital. Let me begin by introducing myself, I am Eleanor Jones a P.R. representative for our hospital and this is Israel Ramirez, assistant P.R. representative and has background experience with social media and advertising. Every time I walk into a coffee shop, library, university computer lab, and even riding the subway home, I can’t help but glance at what a person searching or viewing on their laptops or handheld devices. At least one out of every five people I observed in the coffee shop are on YouTube or Facebook. So when our CEO approached and asked me to develop a presentation regarding social media, I couldn’t wait. So let’s begin by stating what is advertising, social networking, and what factors should we consider in the development of our hospitals social media campaign.
Overall expense of advertising varies depending upon the type of material considered such as: the color of the flyers, how many, and majority of advertising online is FREE! So, do we need advertising YES! Advertising through social marketing/networking provides an opportunity for our hospital to empower ourselves in an organizational movement.
Measurement Tools assist companies in monitoring social media and content that is posted on the internet and is a free and essential tool. Some of these social media tools are Twitter, Facebook, and YouTube. We will further discuss Return of Investment (ROI). Measurement tools should also view ROI’s because it will give us an understanding of how effective a particular marketing campaign is.
Social networks are online sites that connect people to friends, family, and others with common interest. The rules are different from site to site and allow users to create business specific pages that may be easily followed by the audience. The key to social networking is to assist people in spreading our message and to measure the outcome/s. There are multiple areas within our hospital such as Public Relations, Human Resources, Information Technology, and multiple operations. It is important to develop an understanding of the wants, needs, concerns of potential barriers from each of our departments that will be utilizing our social networking sites. This will only ensure our success of developing a efficient and effective social networking site. In order to encourage and further relationships with our consumers or clientele we must revise our ROI such as: total number of admissions, employee referrals, hours of patient care, total number of individuals enrolled in our health programs, and donations. Our social media campaigning will only enhance enrollment in our facility, health programs, referrals, and total number of admission. Hospitals have taken advantage of social media because the outcome out-ways the input of time and energy. Leadership encouragement is a huge roll because if our employees see that our CEO, Director of Patient Care, or Director of Quality Improvement posting comments on Facebook or writing comments on blogs the employees will begin to develop their own ROI.
The importance of developing a social media policy is to gain a better understanding of goals and objectives. Our Social Media Policy should be concise and brief in order to be efficient and effective.
Facebook is the largest social media tool right now. Do we need it YES! YouTube, online videos are the second largest search engine in assisting online potential clientele into engaged viewers. This is a video community and one of the fastest growing websites and ranks second in traffic of Alexa. Dove’s “Evolution” 75 second time lapsed video, features an average women being air brushed and transformed in fashions idea of “beautiful.” In less than a year over 5 million people viewed this video and as of April 22, 2011 there have been 12, 866,389 viewers which have watched this video. The cost for “Evolution”, nothing. Compared to the 30-second ad aired on 2006 Super Bowl ad, two and half million dollars (Groundswell, 2008). The cost is minimal and the only factor is time and establishing leaders to support our social policy goals and objectives.
According to a study done by PR firm Burson-Marsteller, 100 of the largest companies in the Fortune 500 list, globally 79% of them use Twitter, Facebook, YouTube or blogs to engage and communicate with their audience, stakeholders, and companies employees. Twitter provides companies, such as our hospital the opportunity to engage on a one on one level with current and potential customers, which is a useful evaluation tool that provides feedback on certain products, allows one to write or post comments anonymously, and shows our community that we just want to chat or visit and perhaps help them with any questions or concerns. Blogs are journal entries or posts and pictures of thoughts and links that encourage dialogue. According to Technographics survey one in four online Americans read blogs and is the most popular activity. Blogging may occur in Facebook, Twitter, and YouTube. We can start small and begin by reading blogs that discuss our hospital and once we receive an idea of what our audience thinks or feels we may begin commenting on those blogs or videos.
Audience is the key in developing awareness, forming clientele social networking, and committing them in searching for our company’s products or services. We must listen by monitoring customers conversations with each other by encouraging and participating in social conversations. Energize our potential/current social networking clientele by creating enthusiasm so that they may become energized. Encourage our clientele to show support for others.Embracing by helping others understand, develop ideas, communicate without committing offense.The 5 objectives are audience based ideas which will help improve our products and services.The Social Technolographics Ladder is a great tool to profile verify what are customers/patients are using for social networking. This will help us define what networks we should use. Creators - Publish blogs, create own web pages, write articles and stories to post, 18% of US adults are creatorsCritics -Post ratings and reviews, comment on others blogs or forums, 25% of US adults are CriticsCollectors - Use RSS feed, add tags to web pages or photos, “vote” for websites online, 12% of US adults are collectors Joiners - Maintain a profile on a social networking site, visit social networking sites, 25% of US adults are JoinersSpectators - Read blogs, watch videos from other users, read online forums and ratings/reviews, 48% of US adults are SpectatorsInactives - Do not participate in any social media tools, 44% of US adults are Inactive
Employees can issue a crisis with illegal behavior. Operating systems as well; power loss, fire, technical difficulties, etc. Communities and patients can issue crisis’s too.Handling a crisis typically one wants to assemble a team, know everything about the situation, use time and communicate wisely. After handling a crisis one must not continue to dual on the crisis event. Ways to manage the crisis is by performing an evaluation and reviewing the feedback or information to learn how to mitigate a potential similar event.
Thank you all for your time and we will now be taking any questions or comments.
C-Suite Briefing By Israel Ramirez and Eleanor Jones
Advertising Advertising and marketing go hand in hand, but advertising are methods of mass promotion of a product or service Advertising can consist of banners, search ads, e-mails, flyers, brochures, radio announcements, etc. Companies pay over 15 billion annually for market research (Li & Bernoff, 2008)
Measurement Tools Ways to find out that social networking/media is effective could be to assess Number of posts Time of day and year people post How many followers and the rate at which people start following Number of downloads, uploads, views Number of like/favorites Comments, ratings, subscriptions, bookmarks Page views Time spent on web page
Social Media aka Social Networks Connecting people to friends, family, and others with common interest More than 800 hospitals are using social media (Bennett 2010) Concerns
Social Media Policy Social media is an up and coming phenomenon, where everyone from businesses to personal thoughts are being advertised everyday Correspondence between faculty/staff and consumers shall be monitored and regulated for the reasons of:
Disclosing personal health information or confidential information
Crisis Management A crisis can be looked at as an event that proposes danger, or a turning point, or difficulty A crisis can be anything from environmentally related such as earthquake or a snow-in. Focus on the present situation not the external factors Evaluate, learn from the crisis, reset and move on
Thank You for Your Time! Questions or Comments References Alexa. YouTube- Broadcast Yourself. [Blog post]. Retrieved 22 April 2011 from http://www.alexa.com/siteinfor/youtube.com Bennett,E. 2010. Hospital Social Network List. http://www.ebennett.org/hsnl/data Burson-Marstell. (2009). Presenting: 10 of the Smartest Big Brands in Social Media. http://mashable.com/2009/02/06/social-media-smartest-brands/ Petrucci, Krysty 5 Reasons You Need a Social Media Manager. [Blog post]. Retrieved 22 April 2011. http://www.socialmediatodlya.com/drysty-perucci/250907/5-resons-you-need. Li, Charlene., & Bernoff, Josh. (2008). Groundswell: winning in a world transformed by social technologies. Boston, MS: Harvard Business Review Press. Manjoo, F. (2009). You Have No Friends. www.slate.com/id/2208678 Rollyson, C. S. (2008). The Mayo Clinic Case Study.” New Strategy for Enterprise Competitivenesshttp://rollyson.net/download/GHCJ/hc_case_MayoClinic.pdf YouTube Serves up 100 million videos a day online,” http://www.usatoday.com/tech/news/2006_07_16-youtube-views_x.htm.