Social Networks And The Nhs


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This presentation covers the principles of using online social networks or social media marketing engagement to help with health promotion. This presentation is aimed at NHS health promotion, communication and PR Managers. Call us on 01482 223866 or visit for a free two hour workshop.

Published in: Health & Medicine

Social Networks And The Nhs

  1. 1. Online Social Media and the
  2. 2. The Aim of the Workshop This workshop introduces: How we can communicate messages efficiently Provide information very quickly Allow participation Monitor the web and dispel rumour mongering Be part of online conversation Reach target markets that are no longer susceptible to traditional communication methods Creating communities
  3. 3. This is NOT traditional Marcomms
  4. 4. This is Pull Communication
  5. 5. Dialogue between the NHS and its customers
  6. 6. Reach target markets no longer susceptible to traditional methods
  7. 7. <ul><li>Information is being searched </li></ul><ul><li>for in different ways: </li></ul><ul><li>We expect honest and transparent information (no spin) </li></ul><ul><li>We expect to comment and add to content </li></ul><ul><li>We expect to read comments, reviews and ratings </li></ul><ul><li>We expect to subscribe to information </li></ul>We expect to use the internet differently now
  9. 9. “ Social media is people having conversations online.”
  10. 10. UK Internet Usage 71% Universal McCann: Power to the People Social Media Tracker, Wave 4 Mintel: Social Networking Across the Age Gap - UK - February 2009 Age 15-24 85% 24-34 83% 35-44 84% 45-54 77% 55-64 72% 65+ 30%
  11. 11. Universal McCann: Power to the People Social Media Tracker, Wave 4 64% of the UK are using an online social network
  12. 12. Usage of Social Networks by Age April 2008 January 2009 Mintel: Social Networking Across the Age Gap - UK - February 2009
  13. 13. <ul><li>“ Social networking is benefiting from older , wealthier consumers becoming internet-enabled. </li></ul><ul><li>As a result, we will be likely to see a slew of new social networking sites aimed at older consumers in the near future”. </li></ul>Mintel: Social Networking Across the Age Gap - UK - February 2009
  14. 14. How many social media websites are there?
  15. 16. <ul><li>Choose the right social media tools for you </li></ul>
  16. 17. Share slides and documents
  17. 18. 100m Videos 2 nd largest search engine 79% have watched video content online Universal McCann: Power to the People Social Media Tracker, Wave 4
  18. 19. 70% have uploaded photos Universal McCann: Power to the People Social Media Tracker, Wave 4
  19. 21. Social Bookmarks
  20. 22. A blog is like an electronic Diary or notebook that the world can read 200,000,000 blogs
  21. 23. Wiki = Quick in Hawaiian Studies show it is as accurate if not more than Britannica Almost 13m Articles WiKis
  22. 24. Jan 2010 18m accounts registered
  23. 25. Online social networks 64% of us in the UK have joined
  24. 26. 1 out of 300 website click throughs come from twitter We don’t always find information using Google Micro-blogging
  25. 27. Reputation Aggregators
  26. 28. Monitor and Subscribe
  27. 29. June 8, 2009 article from Marketing Vox and Nielsen BuzzMetrics SES Magazine entitled: Turning Blogs and user-Generated Content Into Search Engine Results , Chris Aarons, Andru Edwards and Xavier Lanier  25% of search results for the worlds top 20 largest brands are links from user generated content
  28. 30. Who influences whom? Will the corporate NHS website continue to be the first visit after they search Google or Bing?
  29. 31. Why is it important to the NHS Easy to find “ patients like me ” The trust factor Socialising online to get information to make decisions Rapid word of mouth Reaching digital natives
  30. 32. Challenges Privacy Concerns Legal regulatory barriers? Organisational culture ROI and Measurement
  31. 33. We are seeing a communication shift
  32. 34. The shift is from one way communication
  33. 35. Dialogue between consumer and the NHS
  34. 37. Dialogue between patient and patient
  35. 38. With or without you Conversations will happen online with or without you Choose to be a part of it Engage and embrace
  36. 39. 70% trusts bloggers’ opinions on products and services 36% of people think more positively about a company that has a blog Universal McCann: Power to the People Social Media Tracker, Wave 3
  37. 40. More Americans get health information on the internet than from their doctors How America Searches: Health & Wellness by iCrossing and Opinion Research Corporation 36% want to see what other consumers say about medication or treatment 34% using social media 46% using health portals 67% using search engines 21% using Wikipedia
  38. 41. Case Study Scott&White Healthcare
  39. 49. Monitoring and subscribing
  40. 50. Google Reader Google alerts TweetDeck iGoogle Monitoring and Subscribing
  41. 51. iGoogle
  42. 52. Getting Started
  43. 53. What will it take Top level buy in Someone who can commit Commitment and desire to engage Devote the time Content creation budget Time and patience
  44. 54. Choose your audience <ul><li>Internal communications </li></ul><ul><ul><li>General public </li></ul></ul><ul><ul><li>Segment </li></ul></ul><ul><ul><li>Customer profiling </li></ul></ul>
  45. 55. Set objectives Increase public reach of message proactive media relations Increase traffic, reputation? Drive traffic to website Test market
  46. 56. Professional practice and expertise Patient therapy Organisation blog Patient support and group blogging
  47. 57. Define Strategy Set a timeline and focus on reasonable and practical goals Be consistent Analyse, measure, and assess frequently Adapt!
  48. 58. Choose your tools <ul><li>Is your target audience already talking to one another? </li></ul><ul><li>Focus on building long-term relationships </li></ul><ul><li>Remember: </li></ul><ul><ul><li>People meet in different online spaces </li></ul></ul><ul><ul><li>They comment share and influence </li></ul></ul><ul><ul><li>They want to tell THEIR story - let them </li></ul></ul>
  49. 59. <ul><li>Listen to/observe what the target audience is doing in social media </li></ul><ul><li>Create a “social object” that is relevant to the brand and of genuine interest* </li></ul><ul><li>Segment the target. Give them something they can join. </li></ul><ul><li>Allow them to engage via their preferred platform of choice – create multiple interfaces to your community </li></ul><ul><li>Make the experience better when shared </li></ul>10-steps for successful social media: *
  50. 60. 6. Optimise your content for sharing - particularly via newsfeeds and Twitter 7. Use paid-for media to get the ball rolling 8. Take advantage of extreme targeting offered by social networks 9 . Make sure you have the resources to manage your community management and refresh the content. 10. Track the results and optimise where necessary 10-steps for successful social media: Universal McCann: Power to the People Social Media Tracker, Wave 4
  51. 61. Sample media plan
  52. 62. Time
  53. 63. Time “ The more places you hang out the more time it takes to manage. The more content you create the more time it takes to create it”.
  54. 64. Time However consider… Syndication Mobile applications Sharing responsibility Scheduled time applications Subscribing to and re-publishing content
  55. 65. ROI
  56. 66. “ The problem with trying to determine ROI for social media is you are trying to put numeric quantities around human interactions and conversations which are not quantifiable” Jason Falls, Director of social media for Doe Anderson
  57. 67. Think ROE <ul><li>Return on Engagement </li></ul><ul><li>Incoming traffic from links </li></ul><ul><li>Number of people subscribed </li></ul><ul><li>Track backs or linked conversations </li></ul><ul><li>Comments </li></ul>
  58. 68. Is this going to satisfy Finance? Probably not
  59. 69. Measurement and results <ul><li>Embedded analytic tools on social media sites e.g.: </li></ul><ul><ul><li>YouTube insights </li></ul></ul><ul><ul><li>facebook insights </li></ul></ul><ul><li>Measure new customers </li></ul><ul><li>Voucher / special offer codes </li></ul><ul><li>0800 / 0845 numbers from social media sites </li></ul><ul><li>Questionnaires </li></ul><ul><li>Website analytics (Google analytics) </li></ul><ul><li>Video views </li></ul><ul><li>Subscribers </li></ul><ul><li>Expanded network </li></ul><ul><li>Quality blog comments and subscribers </li></ul><ul><li>Google search rankings </li></ul>
  60. 70. Twitter
  61. 71. Twitter Twitter is a service for people to communicate and stay connected through the exchange of quick, frequent messages. These messages are posted to your profile or your blog, sent to your followers, and are searchable on Twitter search. Twitter lets users engage in conversations with other users in 140 characters or less.
  62. 72. “ Twitter is not dumb... If you follow smart people!” Beth Kanter :
  63. 73. Basic Terms <ul><li>Tweet Posting a message to Twitter </li></ul><ul><li>@ + name The command which allows tweets to be sent; proceeds username (i.e. @journchat) </li></ul><ul><li>Following You choose to receive someone's updates </li></ul><ul><li>Followers People who choose to receive your updates </li></ul><ul><li>Direct Message Private message sent between two people </li></ul><ul><li>Block Preventing someone from reading your updates </li></ul><ul><li>Favorites A public area to save your favorite tweets </li></ul><ul><li>Fail Whale When too many people are tweeting! Hashtag The # next to a word allows for conversation tracking (#tweetup) http:// </li></ul><ul><li>Tweetup A face-to-face gathering of those who tweet </li></ul>
  64. 74. Your twitter ID <ul><li>Your User ID = 15 characters </li></ul><ul><li>Make your ID easy to remember </li></ul><ul><li>Preferably your name, brand or something you want associated with YOU </li></ul><ul><li>You’ve only got 140 characters, use them wisely </li></ul>
  65. 75. Follow First <ul><li>Find people to follow </li></ul><ul><ul><li>http:// </li></ul></ul><ul><ul><li>http:// </li></ul></ul><ul><ul><li>http:// </li></ul></ul><ul><li>Say hello </li></ul><ul><li>Read the bio of those who follow you </li></ul><ul><li>Decide who you want to follow back </li></ul><ul><li>Share your knowledge </li></ul><ul><li>Promote others and interact </li></ul><ul><li>Ask questions </li></ul>
  66. 76. Tips for engagement <ul><li>Add your Twitter ID to your email signature, website… </li></ul><ul><li>Download a Twitter application for your mobile phone </li></ul><ul><li>Send an email to friends, family and co-workers with your Twitter ID and see if they are on Twitter </li></ul><ul><li>Embed a Twitter widget on your blog or website </li></ul><ul><li>Start a hashtag </li></ul><ul><li>Join a hashtag </li></ul><ul><li>Put together RSS feeds for your favorite topics on Twitter http:// </li></ul><ul><li>When you comment on blog posts, include your Twitter ID </li></ul><ul><li>Add your Twitter ID to your Facebook and LinkedIn accounts </li></ul>
  67. 77. Resources <ul><li>Conserve Space: Shorten your URLs </li></ul><ul><ul><li>http:// </li></ul></ul><ul><ul><li>http:// tiny.url </li></ul></ul><ul><ul><li>http:// </li></ul></ul><ul><li>Applications </li></ul><ul><ul><li>http:// </li></ul></ul>
  68. 78. facebook What is facebook? It’s a place where you can put up your personal details and interact with other users of the site. By getting a facebook account you can establish an online presence Talk to your friends Share photos with your friends Play games with your friends Sell your old stuff Meet new people And whole array of other things
  69. 79. facebook
  70. 80. What’s unique about facebook is that it keeps you updated on what your friends are doing. You will be notified when they make a change to their profile. Almost all interactions with the site are sent to friends so that they can keep informed about what you’re up to. facebook
  71. 81. facebook Profiles Creating a profile is required if you want to do anything on facebook Make sure you fully fill out your profile; a full profile looks a lot more interesting then an empty one. Add your website URL in several locations and be sure to talk about your business and plug your website URL
  72. 82. Pages facebook pages are used by many businesses and organisations. Pages have some key features. They are indexed by Google and available to view even if you are not a member, so promoting the page is easier. Like you do with your profile, fill out your facebook page with all relevant information about your business, website URLS, etc.
  73. 83. facebook applications Create fun applications that engage users Applications created vary in purpose Popular applications have hundreds of thousands of monthly active users
  74. 84. facebook adverts facebook ads are a great way to really increase your exposure using highly targeted advertising. Target users by age, gender, location, interests, etc. Advertise an external website or a facebook page. Build up your facebook fan page; you can do so by driving the traffic from your advertisements directly to your page.
  75. 85. The Future Year on year internet users have dramatically increased their familiarity and usage with social media
  76. 86. More niche networking sites* *Mintel: Social Networking Across the Age Gap - UK - February 2009
  77. 87. Tomorrows consumers are today’s digital natives
  78. 88. Much like the older generation have trouble with this new technology, they would have trouble living without it. The digital native
  79. 89. By the time today’s 10 year olds are 15, they will already have some ingrained lifestyle preferences due information they have sourced online The digital native
  80. 90. <ul><li>102 Proven Social Marketing Headline formulas that work! </li></ul><ul><li> </li></ul><ul><li>5 social media top tips </li></ul><ul><li> </li></ul><ul><li>Increasing blog traffic </li></ul><ul><li> </li></ul><ul><li>Interesting Stats </li></ul><ul><li> </li></ul><ul><li>What is RSS? </li></ul><ul><li> </li></ul><ul><li>Social Networking to increase sales </li></ul><ul><li> </li></ul><ul><li>Creating a facebook page </li></ul><ul><li> </li></ul><ul><li>Six Steps to Social Media Success (very useful) </li></ul><ul><li> </li></ul><ul><li>Useful books to read </li></ul><ul><li> </li></ul><ul><li>Useful social network list </li></ul><ul><li> </li></ul>More useful links
  81. 91. Thank you [email_address]