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Social in Seattle: How Children's Hospital Boston uses social media to communicate and accomplish its goals

In this presentation, given at the Ragan Communications Conference in Seattle from April13-15, Matt Cyr talks about how Children's Hospital Boston uses Facebook, blogs, Twitter and YouTube to connect with its patients, families and physicians.

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Social in Seattle: How Children's Hospital Boston uses social media to communicate and accomplish its goals

  1. 1. Social in Seattle<br />The Role of Social Media in Engaging Patients, Employees and the Media <br />April 13-15, 2011<br />
  2. 2. Today’s agenda<br />Why social media? <br />Health care<br />Children’s Hospital Boston<br />Getting started in social media<br />Children’s social media efforts<br />Blogging<br />Facebook<br />Twitter<br />YouTube<br />Some nuts and bolts<br />Final thoughts and Q and A<br />
  3. 3. Why is health care using social media? <br />Our jobs have changed<br />The tools have changed<br />Our audiences, their needs and expectations have changed<br />Incredible opportunities to inform and engage, all while building your organization’s brand<br />
  4. 4. Why is Children’s doing it?<br />Open up two-way communication<br />Position us as a leader in pedi health info<br />Build online brand and reputation, which contributes to brick and mortar reputation<br />Augment and enhance website activities<br />Respond in real-time to service issues, complaints and opportunities<br />Spread awareness of our services; drive volume<br />
  5. 5. The social media SEA<br />Strategize: <br />How do social media efforts help accomplish the organization’s goals?<br />Execute/Engage: <br />Share great stories, voices, images, videos <br />Amplify your message using available internal and external resources<br />Identify and connect with others; quid pro quo<br />Assess: <br />How did it go?<br />Replicate successes, learn from failures<br />
  6. 6. Blogging<br />Children’s blogs:<br />Thrive: Pediatric health, wellness and parenting<br />Vector: Science and innovation<br />Benefits:<br />Platform to share timely, relevant news and info<br />Real-time feedback on content<br />Control messaging<br />SEO benefits<br />Brand building<br />
  7. 7. Blogging<br />Decide what your blog is—and isn’t<br />Different medium, same rules<br />Take chances, encourage opinions, court controversy, inject personality<br />Let others do the talking<br />
  8. 8. Blogs push your expertise <br />
  9. 9. Children’s on Facebook<br />550,000 likes:Largest hospital Facebook page in the world<br />19 total pages<br />Posts viewed approx. 100 million times<br />Benefits:<br />Everyone’s there; it’s part of everyday life<br />Very easy to share and interact<br />Great, cost-effective way to push out content<br />
  10. 10. Facebook how-to’s<br />How we use Facebook:<br />Share our stories<br />Place for people to share their stories <br />Service recovery tool <br />Morale builder for staff and families<br />Political engager <br />Source of referrals <br />Create something that will engage your audience<br />Give people the chance to talk about themselves<br />
  11. 11. Facebook breaks down walls and opens doors<br />
  12. 12. Children’s on Twitter<br />15 Twitter handles, all separately maintained<br />11,500 total followers<br />Benefits:<br />Real-time communication<br />Push out our content<br />Personal touch; easy to build relationships<br />Cheap and easy to maintain<br />
  13. 13. Twitter how-to’s<br /><ul><li>Followers/Following
  14. 14. Connect with reputable, like-minded organizations
  15. 15. Quality and quantity
  16. 16. Keep it relevant
  17. 17. Push the conversation with interesting, current info
  18. 18. Less likely to get lost in the din
  19. 19. Extremely limited window of opportunity
  20. 20. Share and share alike
  21. 21. Promotes good will, brings good content to your followers and can lead to more re-Tweets</li></li></ul><li>Twitter is connection and conversation<br />
  22. 22. Children’s on YouTube<br /><ul><li>Patient stories, clinical info and calls to action
  23. 23. Takes advantage of #2 search engine in the world
  24. 24. Nearly 1,000 videos
  25. 25. 350 subscribers
  26. 26. 250,000 views
  27. 27. 17,500 views/month
  28. 28. Video shows your org like nothing else</li></li></ul><li>YouTube brings your organization to life<br />
  29. 29. When it all comes together<br />New 1st trimester test for Down syndrome<br />Thrive post by doc who treats Down and has a sister with it<br />Controversy and positive reaction<br />10,000 views<br />Shared widely on other blogs<br />Hundreds of comments<br />Thousands of social reactions<br />
  30. 30.
  31. 31. Nuts and bolts<br />HIPAA and Legal<br /><ul><li>Huddles help maximize collaboration, coordination and communication</li></ul>Know the tools; use them every day<br />Watch the data and searched terms<br />Give your social media efforts the time, resources and attention they require<br />Huddles help you get your ducks in a row.<br />
  32. 32. Staffing<br />Dedicated <br />1 Social Media Specialist<br />Significant responsibilities<br />3 directors<br />2 writer/editors<br />1 media team member<br />1 videographer<br />Not insignificant responsibilities<br />Many staff throughout department<br />Plus one very talented pediatrician, mother and writer<br />
  33. 33. Last thoughts<br />Share the good stuff; make a plan for dealing with the bad stuff<br />You can’t buy buy-in; building trust throughout the organization will pay off<br />Don’t be afraid to fail<br />Health care’s compelling, important, always relevant—communicate that<br />And don’t forget…<br />
  34. 34. There’s still a place for print<br />
  35. 35. Contact<br />Matt Cyr – Director, Patient and Family Communications<br />matthew.cyr@childrens.harvard.edu<br />Twitter: <br />@mattcyr<br />@childrensboston<br />@thrivechildrens<br />Complete listing of Children’s social media at: childrenshospital.org/socialmedia<br />

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