#HCIC 2011 Presentation with our partner NorthShore. Check it out and learn how to put together a killer strategy for social med marketing, and have fun on Facebook!

1. Lessons from the Social Edge: The Good,
The Bad, The Engaged
Presented by:
Angela Martín-Barcelona of NorthShore University HealthSystem &
Kelly Cutler of Marcel Media

2. Agenda
NorthShore & Marcel Media
Healthcare 2.0
Moderation
Facebook Applications
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3. About NorthShore
NorthShore University HealthSystem (NorthShore),
headquartered in Evanston, Illinois, is a comprehensive,
fully-integrated healthcare delivery system that serves the
greater Northshore and northern Illinois communities.
Details
• Four hospitals
• 75 (and growing) medical office facilities
• 2,000 physicians
• Affiliated with University of Chicago
• Fully-integrated Electronic Medical Record (EMR)
system
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4. Healthcare 2.0
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5. Social Media Marketing Goals
• Advocacy
• Downloads
• Sharing Branded Content
• Patient Reviews
• Branded Page Views
• Increased Brand Engagement
• Create an Online Community
o (People are more likely to share emotive content on Facebook and
social media sites)
• Support
• Answer Patient Questions
• Address Critics in the Community
• Encourage Brand Advocates
• Feedback
• Co-creation of Content
• Address Comments
• Improve the Customer Service Experience
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6. Social Media Considerations
11/8/2011 Source: Searchenginepeople.com 6

7. Unique Social Media Challenges in Healthcare
• How do you measure the return on investment?
• How do you address HIPPA and privacy issues?
• Lack of FDA regulations for engagement in social media
• Privacy concerns
• Security risks (malware entering hospital databases through
social media sites)
• Risk associated with public communication
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8. Social Media Policy
Have an explicit policy in an employment manual that addresses the
following concepts:
• Accountability and Accuracy
• Honesty and Transparency
• Respect
• Privacy
• Disclosure
• Lawfulness
• Management and Supervision of Social Media Sites
• Collaboration
• The Responsibilities and Roles of the Employees
• Liability Insurance
• (Does your malpractice insurance cover social media? Many don’t
cover emotional distress; a common claim in social media suits)
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9. Biggest Social Media Myth
If You Build It, They Will Come……
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10. Social Media Strategy
• How will you integrate social media into your existing online and
offline marketing campaigns?
• How will your social media marketing contribute to your customer
service initiatives?
• What are you trying to accomplish with social media marketing and
how will you measure it?
• Each social media site has a unique use, choose your top 3-5 sites
where you feel you can have the greatest impact on your target
audience.
• How will you incorporate the feedback you receive from your social
media audience?
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11. Continued Analysis and Optimization
Questions to consider when mapping out your social media
campaigns:
1. Where are my patients talking about healthcare online? Is my
brand represented on these sites?
2. How is social media buzz about my brand correlated with patient
retention, brand loyalty, and demand generation?
3. What type of patient generates the most social media buzz and
which campaigns seem to best target that demographic?
4. How is the digital connection to my brand driving conversions?
(i.e. new patient referrals)
5. How do the social media campaigns relate to overall business
objectives?
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12. How to Calculate Social Media ROI
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13. Measuring Social Media ROI
Two Types of Metrics:
Value (tied to overall brand perception and customer service)
• Patient satisfaction
• Patient retention
• Lifetime value
• Consideration
• Tone and Brand Sentiment (obtained through surveys etc.)
Counting Metrics (directly related to data and traditional ROI)
• Reach/Impressions
• Shares/Volume
• Effectiveness/Engagement
• Conversions
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14. Social Media Moderation
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15. Social Media Monitoring Tools
Radian6
www.radian6.com
BlogPulse
www.blogpulse.com
Social Mention
www.socialmention.com
Twazzup
www.twazzup.com
PeerIndex
www.peerindex.com
Google Trends
www.google.com/trends
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16. Responding to Facebook Feedback
Responding to Complaints:
• Be prompt, answer the complaint with immediacy
• In your response include the complainant’s name
• Be humble and provide an apologetic response
• Provide your direct contact information so they can
follow up directly
• Ask for their contact info so you can take the
conversation offline
The Importance of Positivity:
• Don’t forget to respond to your fans praise
• Positive posts are dispersed to the users
friends newsfeeds
• Include a personal response that includes
complimentary language and reinforces positive
feelings about the brand
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17. Responding to Facebook Feedback
Handling Requests for Information
• Make sure the answer is correct; inaccurate information can spread
like wildfire
• Be prompt in your response and include a call to action
• Include links to resources with the information the fan is looking for
• Tone should be reassuring and informative
Moderating Negative Feedback and Profanity
• Set ground-rules for your Facebook community by identifying a clear
code of conduct
• Place a short description of your rules and regulations beneath your
profile picture
• Vigilance: moderation through communication model; if a naysayer
sees you respond to every piece of negative feedback on your wall
they may refrain from posting in the future
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18. NorthShore’s Robust Moderation Platform
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19. NorthShore’s Workflow Interface
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20. NorthShore Customized
Facebook Applications
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21. Social Engagement Strategy Map
NorthShore places a strong emphasis on community, and
wanted to reach an audience that was outside of their targeted
website demographic.
Marcel Media recommended a comprehensive social media strategy
that focused on Facebook as the catalyst for community
engagement.
Marcel Media worked with the team at NorthShore to
create several dynamic and highly customized
Facebook applications.
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22. The Benefits of Facebook Applications
• Create value
• Foster a unique community outside of the website
• Drive patient engagement
• Create a dialogue between the NorthShore brand, their staff and the
patients
• Provide compelling and interactive content that prompted users to
share
• Patients are more likely to share stories on Facebook
• Drive patient engagement
• Enhance the customer service experience
• Integration into existing online and offline marketing campaigns
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23. Facebook Advertising
Facebook Advertising was recommended to create, nurture and
grow a community around the NorthShore Facebook Page.
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24. NorthShore Homepage Application
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25. NorthShore Homepage Application – Aug – Sept, 2011
The NorthShore Homepage application was designed to
Compliment increase page likes, as well as provide
visitors with a variety of dynamic content to interact with and
share.
The Homepage application included the following modules:
• The latest sweepstakes
• An interactive health poll
• A module to submit questions for upcoming online chats
• Links to previous online chat transcripts
• Links to health news and other NorthShore patient
resources.
* Since the initial launch of the application, NorthShore
received upwards of 8,500 new page visits.
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26. NorthShore Homepage Application – October, 2011
Key Metrics Breast Cancer Awareness
Facebook Challenge
• 2,885 new "likes"
• Raised more than $3,000 to
our Breast Cancer Research
Fund
• More than 132 "shares" of
NorthShore posts
• More than 270 retweets &
mentions
• Growth in viral and organic
views
• Involvement & Engagement of
partners
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27. NorthShore Online Chat Application
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28. NorthShore Online Chat Application
The Online Interactive Chat applications allow users to submit
questions and comments prior to the live chat event.
• The number of visits to this application has increased by 420%
month over month, with a total of approximately 17,000 fan
visits.
• The engagement metrics of visitors that share this application
has gone up 566%.
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29. The Results
• As a result of NorthShore’s Facebook marketing campaign, the
organization saw an overall increase in their Fan Page ―likes‖ with
approximately 5,935 new page ―likes‖ in less than three months.
• Brand engagement on Facebook increased by over 293%
• NorthShore’s comparative fan totals industry-wide was up 99% when
measured against their competitors.
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30. Facebook Interactions
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31. General Facebook Stats
• Facebook engagement has three peaks:
• Early morning (7 a.m. EST)
• After work (5 p.m. EST)
• Late at night (11 p.m. EST)
• Healthcare brands see the most engagement on Thursday. However,
content is posted on Mondays and Fridays, when engagement is lower.
• Tip: Post content on Thursday.
• Posts with 80 characters or less — the length of a short tweet — garnered
27% more engagement than posts that were more than 80 characters.
• If you’re seeking answers, put a simple ―where‖ or ―when‖ or ―would‖
question at the end of the post — you’ll get 15% more engagement than if
the question is buried in the middle.
• Image posts receive 22% more engagement than video posts
• Image posts receive 54% more engagement than text posts
• Videos receive 27% more engagement than text posts
11/8/2011 Source: Mashable 31

32. What’s Google Got To Do With It?
Google +/ +1 Fact Sheet:
• 3 arenas for business: Sparks(what’s trending), circles (allows
for segmentation of content), and hangouts (chat live with up to
10 ppl and stream it)
• Has the potential to be more authoritative then a Facebook
―like‖
• Currently Google+ is only open to individuals not brands, but
many companies are appointing a brand ambassador
• Google+ is not another social destination site and will continue
to enhance synergy between search and social
• Google+1 can currently be embedded into any owned digital
asset
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33. Google + and Its Implications
• Currently Google does not have access to Facebook data, so it is
possible a +1 could be more authoritative then a like.
• Circles provide marketers with the ability to segment their
network out into a social database that will allow for hyper
customization and targeted messaging.
• Integration: a user could +1 a paid search add, then the brands
Google + page appears and user is prompted to join the brands
page, they receive rich, branded, and highly targeted content,
and ultimately that brand will have an influence on that users
search experience.
• +1 generates a ―earned‖ impression and your sites content will
benefit from Google’s indexing of these social search signals.
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34. Thank You/Credits
Angela Martín-Barcelona
NorthShore University HealthSystem
• amartin-barcelona@northshore.org
• Facebook.com/northshoreweb
• linkedin.com/in/martinbarcelona
• Twitter.com/northshoreweb
Kelly Cutler
Marcel Media
• kelly@marcelmedia.com
• Facebook.com/marcelmedia
• Linkedin.com/in/kellycutler
• Twitter.com/marcelmedia
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