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Evidence-based approach to supporting your organization through social media
- 1. Evidence-based social media How to support your organization on the internet without selling your soul @YennyPie
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- 5. 5 “We need an Instagram account for our cafeteria.” “The pharmacy wants a Facebook page.”“Doctor so-and- so Googled himself and didn’t like what he saw.” “What about a ‘dogs of our urgent care clinics’ account
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- 11. Strategy + process + parameters Decentralization Project Pilot 11
- 14. Keeping goals top-of- mind “…formalize the guidelines and strategy… provide a process… access existing social channels… experiment and learn.” 14
- 15. The setup Social media footprint Approach & philosophy Greatest hits Results Best practices Facts 15
- 16. Process + participants Project launch 16
- 17. Phase One: Leveraging existing social properties and growing engagement Identify goals and define audience Create a content plan Budget? Set your timeline Tips 17
- 18. Phase Two: Establishing a social presence Setting up and securing accounts Content calendar and plan Boosting and budgeting Monthly and quarterly reporting Tips Community guidelines 18
- 19. 19 “If I could leave zero stars I would.”
- 20. The intake 20
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- 23. 6-month review Success, lessons and flops 23
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- 32. That’s nice, Jen. Now what? Take a deep breath Stay true to the strategy Measure, report, repeat Create parameters you can trust Find and love your sources. 32
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Editor's Notes
- Born at TG; love sharing this photo b/c Polariod and post office was the fastest way to share a photo of a baby in 1982 Studied journalism and have followed my professional path as it’s unfolded. Unintentional health care marketer who is a copywriter and creative at heart.
- MultiCare is the largest community-based, locally-governed health system in the state of Washington. We are not-for-profit and our system includes 9 hospitals, 240+ clinics, 1,978 beds, 17,256 employees, 1,467 employed providers. In 2018 8,689 babies were born in our hospitals.
- Let’s start with a spooky story…it was clear black night, a clear white moon…it started at a board meeting, where most horror stories begin. The meeting between our CEO and regional leaders was coming to a close when a doctor from a practice we acquired said “My practice can’t market the way we used to because we don’t have a Facebook page.” The CEO
- Situation Frustration and misperceptions Objectives Education and access Audience Everybody in the system Deliverables Documentation and process Success Elevated perception of social Stakeholders accessing documents Participants setting goals and meeting them Understanding of current social activities
- We want them to know more about the system’s social media program. We want them to feel excited about the opportunity and supported by the process. We want them to try social media.
- Know feel do
- State of Social Media documentSocial media footprint Where is MultiCare? Who manages the accounts? How is it managed? Approach & philosophy Brand + patient experience Standards + engagement Greatest hits Top Facebook and Instagram posts for 2018 Results Blog and web traffic, donations and conversion metrics Best practices Inform, teach inspire Dos and don’ts for photos Facts Stats about social
- One Pilot in two phases.
- Establishing and securing accounts Collab with social team Content calendar and plan Ideas to get started Boosting and budgeting Recos for targeting and spending Monthly and quarterly reporting Template provided Tips Cross-promote Original photos Refence best practices Templates for community guidelines Copy/paste
- As part of the Pilot we also developed guidelines for responding to negative feedback that includes our reputation management strategy overview, context for how consumers read reviews, contacts in patient advocacy, response protocols, our four tiers of negative feedback and an appendix with examples.
- Does your hospital have a fundraising bicycle ride? So does ours?! This year Mary Bridge Children’s Courage started an Instagram page. This is a small but very engaged community and the interest for Instagram began with riders. The ride is pretty spectacular, it goes across a mountain pass on the Eastern part of the state is filled with photo-ops. The Foundation team launched the Instagram account through our Pilot project and has been pleased with the slow and steady growth.
- Dogs. So this was an evolution so I’m going to share the origins and interest in this account because I believe it will be very familiar for many of you. Daze, wanted IG, didn’t have IG, decided not to. Told Daze’s story through MB page. Then comes Olaf. Kristen interest, meeting…decided to make it about facility dogs and had 300 followers in the first month. This works because it’s a community connection. It’s also something that exists in real life. Real life interactions and experiences drive online engagement, amirite? This also works because we aren’t trying to change perception/ideas or sell people something. It’s an extension of our community and it’s working. People meet the dogs in real life, they get trading cards that have this IG account and then have the chance to stay connected from afar. Who wouldn’t want that?!
- It’s too soon to tell with this page but I’m going to loop you in on the top secret scoop from my brain. Because I know exactly why we’re here and where this is going. The growth has been slow but you can reverse engineer the request that lead to this page. You can probably also related to the challenges: Care line wants a Facebook Page and Instagram account. Care line gets both. Care line too busy to supply content. So here’s the thing with this page that is a little magical. I could have said all of these things 6 months ago (and I probably did) but people would not have heard them.People don’t want to connect with care lines or services. They want to connect with community. There’s value in flop and failure. That’s something I know as a parent, I’m always teaching my kids to fall forward. But at work we don’t embrace it the same way. The value in the flop here is to learn
- We created new sources for content, grew our community, found new ways to engage with our community and amplified our efforts. We also developed new ways to engage with our communities and build on relationships. And it forced us to be disciplined and document our approach and procedures and protocols.
- Social media road show, added a team member and created a page on our intranet with Social media information including these flow charts to help people navigate their interest in social.
- Take a deep breath. It’s not open-heart surgery or a neck tattoo. It’s also normal to feel panic when organizational charges challenge your professional philosophies. Ask questions and listen for opportunities in your leaders’ answers. Stay true to the strategy. Sometimes things in life let us down (I’m looking at you, Facebook algorithm) but you can always count on your strategy to catch you and be your guide. If the work can tie back to the strategy, your leaders will be happy and you’ll be able to sleep at night. Measure, report, repeat. Numbers never lie. Use your analytics to track the performance of everything you do on the Internet. Report the performance to key stakeholders and involve people and numbers in planning your next move. Create parameters you can believe in and trust. Guidelines and decision trees aren’t sexy — but they set everyone up for success. Make time at the front end of any major change to get your support documents dialed in. Find and love your sources. This is by far my favorite lesson. Find your internal sources and creatives and make them feel like a part of your team. Celebrate their successes and figure out how to amplify the content they create to help tell the big brand story.