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The Networked Health Organization


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The Networked Health Organization

  1. The Networked Health Organization:Leveraging Social Media to Serve Your Mission<br />Flickr photo by rosefirerising<br />Beth Kanter, ZoeticaUC Berkeley Center for Health Leadership<br />
  2. The Networked Health Organization<br />AGENDA<br />OUTCOMES<br /><ul><li> Introduction/Ice Breaker
  3. Overview of Networked Nonprofit Framework
  4. Theme 1: Social Culture
  5. Theme 2: Simplicity
  6. Theme 3: Mistakes
  7. Reflection</li></ul>Leave the room with a basic understanding of being a networked health organization and one small step<br />FRAMING<br /><ul><li>Senior Leaders
  8. Learning from adjacent practices
  9. Interactive
  10.</li></li></ul><li>10 Second Introductions<br />NameTitle<br />Organization<br />Flickr Photo by John K <br />
  11. Quick Poll<br />How many are monitoring what people say on social channels about your organization or issue area?<br />How many have a social media policy?<br />Staffing?<br />Does your organization use ….<br />Facebook<br />Twitter<br />Blog<br />YouTube<br />Other<br />
  12. Networked NGOs in the Arab World<br />
  13. Social media is a disruptive technology because of the connectedness of living in a networked world. We see it in our personal lives first. But it is also having a profound impact on the way health organizations and nonprofits do their work, communicate with stakeholders, and deliver programs.<br />Disruption is our friend ….. <br />
  14. Not at all<br />Very<br />How comfortable are you personally social media?<br />Social media canhelp us achieve results that support our mission<br />No<br />Not sure<br />Yes<br />Social media is so much a part of everyone’s life that health organizations must use social media to be successful now or in the future<br />Agree Strongly<br />Disagree Strongly<br />Human Spectragram<br />
  15. What is a Networked Nonprofit?<br />
  16. The Networked Nonprofit <br />
  17. Red Cross Case Study<br />
  18. Smart Social Objective: Stakeholder Empowerment to Spread Mission<br />First Step: Robust and agile listening and engagement system<br />
  19. Listen: Monitor, Compile, Distribute<br />I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger<br />
  20. Listening Drove Adoption<br />
  21. Influencer complaining …<br />Customer service issue<br />Relationship building<br />Engagement<br />
  22. A Rule Book<br />
  23. Scale<br />
  24. Integrated Social Content Strategy<br />
  25. Capacity<br />
  26. Wendy Harman<br />Director, Social Media<br />Create ROI MeasurementsDevelop Internal Education and Training<br />Apply Social Insights to the Strategic Plan<br />Get Buy-In from Stakeholders<br />Develops Listening and Monitoring Strategy<br />Gets Tools and Technologies in place<br />Facilitate policy and procedures<br />Community manager<br />Two Full-Time Staff Members<br />
  27. Social Media’s Role in Disaster Relief Effort in Haiti <br />
  28. Working with Free Agents, Brand Ambassadors, and Others<br />Leveraging Your Network!<br />
  29. Shawn AhmedFree Agent<br />
  30. “The problem is that YOU are the fortress.Social media is not my problem.“<br />
  31. Now working together on a project<br />
  32. Share Pair: What resonated? What insights did you gain that you can apply to your organization? What have you thought about before?<br />Flickr photo: Otis Archives<br />
  33. Theme 1: Social Culture<br />
  34. Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />Addressing personality versus organizational voice (trusting employees)<br />Make mistakes<br />Make senior staff too accessible<br />Privacy and security concerns<br />Perception of wasted of time and resources <br />Suffering from information overload already, this will cause more<br />
  35. Conversation starters, not stoppers<br />
  36. Explore the possibilities – how are your stakeholders and other health organizations using social media?<br />
  37. The fans of the page and the friends of my identity, have become patients after i expressed empathy for their expressions of being ill<br />- Dr. Enoch Choi, PAMF<br />
  38. “I only provide medical advice via our HIPAA compliant iPhone app, but not on insecure FB or twitter. “<br />
  39. Video<br />
  40. Small Pilots<br />
  41. The Rule Book: Social Media Policy<br /><ul><li> Encouragement and support
  42. Why policy is needed
  43. Cases when it will be used, distributed
  44. Oversight, notifications, and legal implications
  45. Guidelines
  46. Identity and transparency
  47. Responsibility
  48. Confidentiality
  49. Judgment and common sense
  50. Best practices
  51. Tone
  52. Expertise
  53. Respect
  54. Quality
  55. Additional resources
  56. Training
  57. Operational Guidelines
  58. Escalation
  59. Policy examples available at</li></ul>Source: Charlene Li, Altimeter Group<br />
  60. Share Pair: What does your health organization need to do to become more social?<br />Flickr photo: Otis Archives<br />
  61. You want me to start Tweeting too? <br />Simplicity: From scarcity to abundance …<br />
  62. Leverage the Network <br />
  63. Who will do the work?<br />
  64. Wendy Harman<br />Director, Social Media<br />Create ROI MeasurementsDevelop Internal Education and Training<br />Apply Social Insights to the Strategic Plan<br />Get Buy-In from Stakeholders<br />Develops Listening and Monitoring Strategy<br />Gets Tools and Technologies in place<br />Facilitate policy and procedures<br />Community manager<br />Two Full-Time Staff Members<br />
  65. Social Media Team, although the word “social media” is being replaced by “emerging,” “interactive,” or “online.” <br />Strategy<br />Implementation<br />Community Manager<br />
  66. Strategy for Scale: Internal/External<br />
  67. Share Pair:What could your organization do less of to allow for more capacity to implement social media? How will your organization do the work? <br />
  68. Handling Mistakes<br />x<br />“MisTweet” – A tweet intended to come from a personal account but sent out on an organizational account by mistake. <br />
  69. This “MisTweet” by a Red Cross employee was out for an hour before Wendy Harman got a call in the middle of the night.<br />
  70. Disaster recovery on the tweet …. <br />
  71. Apologized and share on their blog<br />
  72. Employee confessed on Twitter<br />
  73. Got picked up by mainstream media and blogs<br />
  74. What are your takeaways about social media mistakes from this story?<br /><ul><li>You can’t hide or not respond
  75. Act quickly
  76. Admit the mistake, stakeholders are forgiving
  77. Use humor when appropriate
  78. Build your network before you need it
  79. Employees should use different Twitter apps for personal/organizational tweeting
  80. If the mistake had been damaging to the organization, a social media policy would have been critical if taking appropriate action</li></li></ul><li>Reflection and Closing<br />What is one idea that you can put into practice?<br />What resources do you need to be successful?<br />What are the challenges?<br />What is one small step you can take tomorrow? <br />
  81. Thank you<br /><br /><br /><br />