100726 Introduction to Social Media and NHS


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An Introduction to Social Media workshop that I delivered to the communications team at West Sussex PCT in late July 2010.

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100726 Introduction to Social Media and NHS

  1. 1. Introduction to Social Media for West Sussex PCT Presented by Mark Walker
  2. 2. Learning about social media <ul><li>Those from advertising and PR know the art of communciations but need to understand the technology and culture of social media. Whilst those with social media backgrounds often lack communications and PR skills. </li></ul><ul><ul><li>Tony Effik, Chair, Internet Advertising Bureau </li></ul></ul>
  3. 3. Learning about social media <ul><li>The gap for current marketers is less about learning new skills and more about unlearning old habits. </li></ul><ul><ul><li>Neil Keliner, Havas Media </li></ul></ul>
  4. 4. Learning about social media <ul><li>Ultimately you can’t teach someone the internet, they have to have a passion that sees them learning every day they come to work. Because it changes everyday. </li></ul><ul><ul><li>James Bromley, MD Mail Online </li></ul></ul>
  5. 5. Introduction to Social Media <ul><li>Your Questions About Social Media </li></ul><ul><li>Where are we now? </li></ul><ul><li>Getting to grips with social media </li></ul><ul><li>Next Steps </li></ul>
  6. 6. Outcomes from this session <ul><li>You have more knowledge about current use of Social Media </li></ul><ul><li>You have asked questions and had some of them answered </li></ul><ul><li>You have talked to colleagues </li></ul><ul><li>You are more confident about your choices </li></ul><ul><li>You are starting to decide what to do next </li></ul>
  7. 7. Where are you now?
  8. 8. How important is Social Media?
  9. 9. Social Media Confidence WORK USE Average = 2; WSPCT = 1.8 Not at all/have some knowledge PERSONAL USE Average = 2.5; WSPCT = 3 Use one or two different tools
  10. 10. Your questions about Social Media <ul><li>What is the best way for NHS to engage with social media? </li></ul><ul><li>Is there any evidence of usefulness for the NHS? </li></ul><ul><li>How can we evaluate the use of social media to show effectiveness? </li></ul><ul><li>Which are the most useful tools for what we want to achieve? </li></ul><ul><li>What are the costs? Inc time/people/financial resources? </li></ul><ul><li>Whose role is it within the organisation? </li></ul><ul><li>How do we manage the risks (e.g. reputational) without stifling our involvement? </li></ul><ul><li>What can we learn from others who are already doing this successfully? </li></ul><ul><li>How can we make sure that we're being useful to people and not just ticking various social media boxes? </li></ul>
  11. 11. What is social media?
  12. 12. What is Social Media? <ul><li>The internet </li></ul><ul><li>Social spaces </li></ul><ul><li>Interactive </li></ul><ul><li>Multi-functional </li></ul><ul><li>Fashionable </li></ul><ul><li>Dynamic </li></ul><ul><li>Cheap </li></ul><ul><li>Easy to use </li></ul>
  13. 13. What is Social Media? <ul><li>LinkedIn </li></ul><ul><li>Google Docs </li></ul><ul><li>Twitter </li></ul><ul><li>Ning </li></ul><ul><li>Yammer </li></ul><ul><li>Slideshare </li></ul><ul><li>SurveyMonkey </li></ul><ul><li>Wikis </li></ul><ul><li>Email forums </li></ul><ul><li>Bulletin boards </li></ul><ul><li>Podcasting </li></ul><ul><li>Blogs </li></ul><ul><li>Video-sharing </li></ul><ul><li>Microblogging </li></ul><ul><li>Social Networking </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Document-sharing </li></ul><ul><li>Video Conferencing </li></ul><ul><li>Doodle </li></ul><ul><li>Wordpress </li></ul>
  14. 14. Your current use of social media
  15. 15. What is Social Media for? <ul><li>Marketing </li></ul><ul><li>Sales </li></ul><ul><li>Communications </li></ul><ul><li>Information </li></ul><ul><li>Interaction </li></ul><ul><li>Trust </li></ul><ul><li>More Effective Communications </li></ul><ul><li>Better Services </li></ul>
  16. 16. Who is Using Social Media? <ul><li>Young People </li></ul><ul><li>Older People </li></ul><ul><li>Wealthy People </li></ul><ul><li>Poor People </li></ul><ul><li>Your Clients </li></ul><ul><li>Your Colleagues </li></ul><ul><li>Your Friends </li></ul><ul><li>Your Family </li></ul><ul><li>Your Suppliers </li></ul><ul><li>Your Contractors </li></ul>
  17. 17. What are they using Social Media for? <ul><li>Entertainment, education, health, work </li></ul><ul><li>Asking questions and sharing answers </li></ul><ul><li>Making recommendations </li></ul><ul><li>Checking technical information </li></ul><ul><li>Supporting one another </li></ul><ul><li>Creating communities </li></ul><ul><li>Bypassing the mainstream answers </li></ul>
  18. 18. Social Media in the Marketing Mix <ul><li>Price </li></ul><ul><li>Product </li></ul><ul><li>Promotion </li></ul><ul><li>Place </li></ul><ul><li>People </li></ul><ul><li>Research </li></ul><ul><li>Advertising </li></ul><ul><li>Personal Sales </li></ul><ul><li>Affiliates </li></ul><ul><li>Word of Mouth </li></ul><ul><li>Internal Comms </li></ul>
  19. 19. Getting to grips with Social Media
  20. 20. The Problem with Social Media… <ul><li>Too Many Choices </li></ul><ul><li>Too Little Time </li></ul><ul><li>Too Little Direction </li></ul><ul><li>Evidence </li></ul><ul><li>Patience </li></ul><ul><li>Focus </li></ul><ul><li>Routine </li></ul><ul><li>Measurement </li></ul>The Problem The Solution
  21. 21. So What Should I Do? STEP 1 Listen, Look and Learn STEP 2 Be Useful STEP 3 Measure and Improve
  22. 22. Step 1: Listen, Look and Learn <ul><li>Audience research </li></ul><ul><ul><li>What are people talking about </li></ul></ul><ul><ul><li>What stories are they sharing? </li></ul></ul><ul><ul><li>What stories are you telling? </li></ul></ul><ul><ul><li>What are their preferences? </li></ul></ul><ul><ul><li>Platforms, networks, concerns </li></ul></ul>
  23. 23. Step 1: Listen, Look and Learn <ul><li>Where to look </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Patient Opinion </li></ul></ul><ul><ul><li>NHS Choices </li></ul></ul><ul><ul><li>Google for “NHS + Social media” </li></ul></ul><ul><ul><li>Blogs/Podcasts </li></ul></ul>
  24. 24. Google Alerts
  25. 25. Tweetdeck
  26. 26. Youtube
  27. 27. Patient Opinion
  28. 28. Facebook
  29. 29. NHS Choices
  30. 30. Step 2: Be Useful in Your Network <ul><li>Share what you know </li></ul><ul><li>Signposting </li></ul><ul><li>Announcing </li></ul><ul><li>Listening </li></ul><ul><li>Responding </li></ul>
  31. 31. Step 2: Be Useful in Your Network <ul><li>20 minutes a day </li></ul><ul><li>Update your website/blog </li></ul><ul><li>Post comments </li></ul><ul><li>Tweet useful links and news </li></ul><ul><li>RT useful links and new </li></ul><ul><li>Talk to colleagues, clients, partners </li></ul><ul><li>Recommend something </li></ul>
  32. 32. Step 3: Measure and Improve <ul><li>Small Steps </li></ul><ul><li>Adjust Your Routine </li></ul><ul><li>Build a Network </li></ul><ul><li>Be Patient </li></ul><ul><li>Be Selective </li></ul><ul><li>Be Focused </li></ul>
  33. 33. Step 3: Measure and Improve <ul><li>Normalise your social media evaluation - remember, this is just another media type; </li></ul><ul><li>Don't do it in isolation - integrate it with your mainstream media analysis so you have the ability to view a complete and comparable media landscape </li></ul><ul><ul><li>Chartered Institute of Public Relations Guide to Social Media </li></ul></ul>
  34. 34. Step 3: Measure and Improve <ul><li>Spreadsheet </li></ul><ul><ul><li>Hits, friends, posts, comments, polls </li></ul></ul><ul><li>www.bit.ly </li></ul><ul><ul><li>What are people listening to? </li></ul></ul><ul><li>Communications campaigns </li></ul><ul><ul><li>Direct costs, people’s time, trends </li></ul></ul>
  35. 35. Next Steps <ul><li>Start with where you are now </li></ul><ul><li>Set achievable goals </li></ul><ul><li>Understand your networks </li></ul><ul><li>Share what you know </li></ul><ul><li>Be useful </li></ul>
  36. 36. Next Steps: Individual <ul><li>Learning by Doing </li></ul><ul><ul><li>I will spend 30 minutes a week researching the use of social media in the NHS </li></ul></ul><ul><ul><li>I will spend 20 minutes a day being useful to other people by using the web </li></ul></ul><ul><ul><li>I will include knowledge about social media in my personal development goals </li></ul></ul>
  37. 37. Next Steps: Organisation <ul><li>Marketing </li></ul><ul><ul><li>Research + website + online </li></ul></ul><ul><li>Strategy </li></ul><ul><ul><li>Policy, research, services, etc </li></ul></ul><ul><li>Human Resources </li></ul><ul><ul><li>Skills, training, job description </li></ul></ul>
  38. 38. Useful Guides <ul><li>www.icrossing.co.uk/what-we-think </li></ul><ul><ul><li>eBook: What is Social Media? </li></ul></ul><ul><li>www.nixonmcinnes.co.uk </li></ul><ul><ul><li>Marketing Guides </li></ul></ul><ul><li>www.cipr.co.uk/socialmedia </li></ul><ul><ul><li>Chartered Institute of Public Relations </li></ul></ul>
  39. 39. Keep In Touch <ul><li>E: mark@wallandpleece.co.uk </li></ul><ul><li>W: www.wallandpleece.co.uk </li></ul><ul><li>W: www.markwalker.net </li></ul>