What is Social Media? (and why should we care?)
Social Media <ul><li>Social Media is the democratization of information, transforming people from content readers into pub...
Social Media <ul><li>People trust peer reviews or personal interactions more than advertisements. </li></ul>The old commun...
Why Do People Engage in Social Media? 2 <ul><li>Keep up friendships </li></ul><ul><li>Make new friends </li></ul><ul><li>S...
Social Media <ul><li>Social media is redefining virtually everything including how we:  </li></ul><ul><ul><li>Work </li></...
Facebook <ul><li>630 billion users in the world 3 </li></ul><ul><li>Breakdown of users in the United States 3 : </li></ul>...
Why should we care? <ul><li>Tapping into new demographic </li></ul><ul><li>Targeted marketing </li></ul><ul><li>Builds rel...
Objectives of Social Media 6 <ul><li>Listen </li></ul><ul><ul><li>We will better understand our customers </li></ul></ul><...
Five Phases of Social Media Adoption (How We Will Do It) <ul><li>Observation 7 </li></ul><ul><ul><li>Research and observat...
Recommendation <ul><li>Initially, the hospital should invest in a 0.5 FTE employee for social media purposes.  This employ...
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HCA 4473/5573 Social Media Presentation

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HCA 4473/5573 Social Media Presentation

  1. 1. What is Social Media? (and why should we care?)
  2. 2. Social Media <ul><li>Social Media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in conversations between authors, people, and peers. 1 </li></ul>1. Solis, Brian. &quot;Defining Social Media: 2006 - 2010.&quot;  Brian Solis Defining the Convergence of Media and Influence . 7 Jan. 2010. Web. 24 Apr. 2011. <http://www.briansolis.com/2010/01/defining-social-media-the-saga-continues/>.
  3. 3. Social Media <ul><li>People trust peer reviews or personal interactions more than advertisements. </li></ul>The old communication model is a monologue. The new communication model is a dialogue. vs
  4. 4. Why Do People Engage in Social Media? 2 <ul><li>Keep up friendships </li></ul><ul><li>Make new friends </li></ul><ul><li>Succumbing to social pressure from existing friends </li></ul><ul><li>Paying it forward </li></ul><ul><li>Altruistic impulse </li></ul><ul><li>Prurient impulse </li></ul><ul><li>Creative impulse </li></ul><ul><li>Validation impulse </li></ul><ul><li>Affinity impulse </li></ul>2. Li, Charlene, and Josh Bernoff.  Groundswell: Winning in a World Transformed by Social Technologies . Boston, MA: Harvard Business, 2008. Print.
  5. 5. Social Media <ul><li>Social media is redefining virtually everything including how we: </li></ul><ul><ul><li>Work </li></ul></ul><ul><ul><li>Play </li></ul></ul><ul><ul><li>Learn </li></ul></ul><ul><ul><li>Share </li></ul></ul><ul><ul><li>Discover </li></ul></ul><ul><ul><li>Create </li></ul></ul><ul><ul><li>Complain </li></ul></ul><ul><ul><li>Celebrate </li></ul></ul><ul><ul><li>Mourn </li></ul></ul><ul><ul><li>Applaud </li></ul></ul><ul><ul><li>Influence </li></ul></ul><ul><ul><li>Collaborate </li></ul></ul><ul><ul><li>Investigate </li></ul></ul><ul><ul><li>Evaluate </li></ul></ul>
  6. 6. Facebook <ul><li>630 billion users in the world 3 </li></ul><ul><li>Breakdown of users in the United States 3 : </li></ul>3. Burbary, Ken. &quot;Facebook Demographics Revisited – 2011 Statistics | Social Media Today.&quot;  Social Media News, Strategy, Tools, and Techniques | Social Media Today . 7 Mar. 2011. Web. 24 Apr. 2011. <http://socialmediatoday.com/kenburbary/276356/facebook-demographics-revisited-2011-statistics>.
  7. 7. Why should we care? <ul><li>Tapping into new demographic </li></ul><ul><li>Targeted marketing </li></ul><ul><li>Builds relationships </li></ul><ul><li>Information travels quickly </li></ul><ul><li>Cost-efficient 4 </li></ul><ul><li>Eco-friendly 4 </li></ul><ul><li>Drives more traffic to our website </li></ul><ul><li>Helps build loyalty to our hospital 5 </li></ul><ul><li>Improved search rankings 4 </li></ul><ul><li>Easier to listen to customer’s opinions 5 </li></ul>4. &quot;5 Benefits Of Social Media Marketing.&quot;  Top Ranked Website . Web. 24 Apr. 2011. <http://toprankedwebsite.com.au/5-benefits-of-social-media-marketing>. 5. Suto, Wendy. &quot;Top 14 Benefits of Social Media Marketing.&quot;  SiteProNews . 13 Feb. 2011. Web. 24 Apr. 2011. <http://www.sitepronews.com/2011/02/13/top-14-benefits-of-social-media-marketing/>.
  8. 8. Objectives of Social Media 6 <ul><li>Listen </li></ul><ul><ul><li>We will better understand our customers </li></ul></ul><ul><li>Talk </li></ul><ul><ul><li>Spread messages about the hospital </li></ul></ul><ul><li>Energize </li></ul><ul><ul><li>Supercharge our customers to increase “word of mouth” </li></ul></ul><ul><li>Support </li></ul><ul><ul><li>We will have tools that our patients can help support each other </li></ul></ul><ul><li>Embrace </li></ul><ul><ul><li>We will have an opportunity to integrate our customers on how we conduct our business </li></ul></ul>6. Li, Charlene, and Josh Bernoff.  Groundswell: Winning in a World Transformed by Social Technologies . Boston, MA: Harvard Business, 2008. Print.
  9. 9. Five Phases of Social Media Adoption (How We Will Do It) <ul><li>Observation 7 </li></ul><ul><ul><li>Research and observation to see what people are saying about our industry, our hospital, our competitors, and what social platforms they use </li></ul></ul><ul><li>Preparation 7 </li></ul><ul><ul><li>The hospital needs to decide the objectives, who will be involved, and what are the guidelines </li></ul></ul><ul><li>Participation 7 </li></ul><ul><ul><li>Have an employee create desired platforms (ex. YouTube channel, Facebook, Twitter, LinkedIn) </li></ul></ul><ul><li>Integration 7 </li></ul><ul><ul><li>Use other departments such as HR, planning, and operations to help coordinate the effort across the hospital </li></ul></ul><ul><li>Adaptation </li></ul><ul><ul><li>Over time, we will need to readjust our focus on certain initiatives and platforms </li></ul></ul>7. Pick, Tom. &quot;Social Media - The Four Essential Phases of Social Media Adoption.&quot; MarketingProfs: Marketing Resources for Marketing Professionals . 13 Jan. 2011. Web. 24 Apr. 2011. <http://www.marketingprofs.com/articles/2011/4221/the-four-essential-phases-of-social-media-adoption>.
  10. 10. Recommendation <ul><li>Initially, the hospital should invest in a 0.5 FTE employee for social media purposes. This employee should be located in the marketing department. </li></ul><ul><li>The marketing director will need to work with this employee in creating metrics for effectiveness (ROI). </li></ul><ul><li>Administration will need to develop policies for social media for the hospital. </li></ul>

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