Increase Social Engagement & Appointments with UF&Shands Social Media Guide
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Increase Social Engagement & Appointments with UF&Shands Social Media Guide
- 1. UF&Shands Social Media Operations Guide
- 3. Global Outcomes • Increasing organic sharing of content to extend the brand. • Growing and expanding positive conversation. • Increasing traffic to the website. • Increasing requested appointments.
- 4. Goals of Social Media • Increase traffic to the website. • Increase appointments. • Extend and strengthen our brand. • Extend the positive reach of our brand. • Embrace social media within the system, and change the perception of this marketing channel. • Personify our brand; emphasize our patient-centric philosophy. • Become a trusted health resource for the community.
- 5. Content Types • Events • News & Announcements • National Health Observances • Around Campus • Conversation Starters • Content Curation/Monitoring • Testimonials
- 6. Events • Goals: Increase participation in events; promote UF&Shands community involvement
- 7. News & Announcements • Increase website traffic; update community about news in the system; start and facilitate conversations about news topics; facilitate distribution of accurate information.
- 8. National Health Observances • To raise awareness of conditions, diseases; to show appreciation for health care workers; to bring traffic to ufandshands.org and increase appointment requests; to support the community by providing information to fans and followers.
- 9. Around Campus • To give fans and followers a “behind the scenes look” at UF&Shands, increasing transparency in the organization; to start conversations and engage; to drive traffic to ufandshands.org; to increase referrals and appointments through the website.
- 10. Conversation Starters • To increase engagement with fans and followers; to build our brand as a healthcare resource; to establish the voice of our brand; to extend the reach of our brand.
- 11. Content Curation • To become an authoritative health care information source; to extend the reach of our brand; to increase engagement with fans and followers.
- 12. Testimonials • To bring traffic to ufandshands.org and increase appointment requests; To increase transparency in the organization; to soften the brand; to extend our reach; to promote service lines and physicians.
- 13. Reporting
- 14. What can social do for you? • Give you another channel to share your news, announcements, photos, etc. • Connect your clients with potential patients. • Increase awareness of the brand. • Direct patients to the website to make an appointment. • Create a non-paid opportunity for sharing content.
- 15. Social Analytics & Examples • September 2012: 91 visits to the website; average visit, 1:05; new visits, 52%; Bounce rate 74.73% • Twitter visitors stayed longer (3:00 average), but more clicked through from Facebook (70 visits)
- 19. Approvals • Approval through University Relations – http://www.urel.ufl.edu/marketingCommunications/socialMedia/registration.html • Approval through UF&Shands Communications – http://webservices.ahc.ufl.edu/help-support/social-media-account- request-form/ • Read through Policies – http://webservices.ahc.ufl.edu/help-support/policies/
- 20. Share with us! • Patient-centric content • Internal news or events open to the public • New doctor announcements • Testimonials • Health observances for your departments/division/clients • Tie-ins with current events associated with your departments/divisions/clients Link to UFandShands.org!!
- 21. Content Mini-Workshop • Get in groups of 2 or 3 • Brainstorm a few content suggestions for posting to @ShandsHealth and UF&Shands Facebook page • Suggest a link to UFandShands.org
- 22. Credits • http://www.flickr.com/photos/64484259@N0 2/6345175122/sizes/l/in/photostream/ • http://www.flickr.com/photos/stevecadman/h ttp://www.flickr.com/photos/wiemann/ • http://www.flickr.com/photos/marcwathieu/ • http://www.flickr.com/photos/kylemacdonald /
Editor's Notes
- Give you an idea of our social media processDiscuss the outcomes and goalsTell you about our content types we’ve outlined for our social media platformsGive some examples of each and the goalsShow you how we do tracking and analyticsTell you what we can do for youTell you why you should put time into socialHow you get approvalsWorkshopDiscussion
- The evaluation process for social media at UF&Shands is cyclical and will evolve and change as we learn more about our communities and strategic goals for the system. The process is as follows:
- Increasing organic sharing of content to extend the brand. By posting consistently and strategically and learning what types of information our community wants to see, we can influence the way they share content with their network as well as increase organic, non-paid sharing of content. The ultimate goal is to provide viral content, or content that is shared again and again through a larger network of consumers, thus extending our brand in a natural way.Growing and Expanding Positive Conversation – Through regular monitoring, posting content and engaging local and regional consumers, we will increase the amount of positive conversations concerning our brand, strengthen our community involvement and support patient care providers and staff to provide a more enriching patient experience. Increasing traffic to the website. UFandShands.org will be the main destination of the majority of content we post. We want consumers to be familiar with the website and recognize that it is a valuable resource for their health needs. This will also help secure the brand identity. Posts should have a variety of tie-ins with ufandshands.org, including clinical specialty, location, health topic, physician, event, support group, multimedia or some other page on ufandshands.org or a UF Health Science Center website.Increasing requested appointments. Driving traffic to the website makes consumers more likely to browse, search and make an appointment. This outcome is where we are most likely to determine true ROI for social media.
- Increase traffic to the website.Increase appointments. Perception of their experience through personification of the brand via social media interactions. Extend and strengthen the brand.Extend the positive reach of our brand.Embracing social media within the system, and changing the perception of this marketing channel so it becomes a mainstream communication tool for patients and our community. (This is where you come in!)Personify our brand and emphasize our patient-centric philosophy, creating a warm and welcoming feeling for our patients.Become a trusted health resource for the community by providing up-to-date, educational health information, news about health related events and encouraging healthy living.
- Events - Events include UF&Shands sponsored events such as groundbreaking ceremonies, ribbon cutting or celebrations; classes, seminars, health fairs, screenings or other community health events; fundraising events; any other event open to the public.News & Announcements - News and announcements include standard news releases, video news releases, podcasts (Health in a Heartbeat and Animal Airwaves), awards and accolades, service line additions or changes, new doctors or clinical services, emergency announcements and research breakthroughs.National health observances exist for almost any type of disease or condition and for many professions in health care. Awareness events can be as short as one day and as long as one month, and are celebrated annually. Around Campus Around Campus posts include photos of people, locations on campus, patients, landscaping – any type of photo that reflects the day-to-day operations of the UF&Shands.Conversation Starters Social media is all about engagement, and starting a conversation with your followers is a great way to make that happen. Conversation starters are short statements or questions that can get visitors engaged with our brand and often have a better chance of “going viral” by sharing or retweeting. Content Curation/Monitoring Content curation focuses on what’s going on in the health care industry as well as finding and sharing interesting and useful health information with fans and followers not necessarily related to UF&Shands.Testimonials Patient testimonials have a warm, positive feel that can add a personal touch to your social media campaign.
- National health observances exist for almost any type of disease or condition and for many professions in health care. Awareness events can be as short as one day and as long as one month, and are celebrated annually. This type of content is a great ‘filler’ for your editorial calendar. There isn’t a specific limit for National Health Observances post frequency, but a general guideline is three posts per week. For a monthly observance, twelve to fourteen total posts would suffice; for a weekly observance, three to four; a daily observance, one or two. Posts should have a variety of tie-ins with ufandshands.org, including clinical specialty, location, health topic, physician, event, support group, multimedia or some other page on ufandshands.org or a UF Health Science Center website.
- Around Campus posts include photos of people, locations on campus, patients, landscaping – any type of photo that reflects the day-to-day operations of the UF&Shands. Around Campus Sources:Marketing coordinatorsTip Sheet (TBD)Alumni Affairs and UF News & Communications Instructions: Around Campus posts may include photos of events after they have occurred and information about the hospital, including facts, figures, Did You Know? parking information and other content meant to educate fans and followers. For each picture, associate a page on ufandshands.org. For instance, a photo from the monthly Women’s Advantage seminar would be accompanied by the event listing for Women’s Advantage; a photo of the valet parking kiosk should be tied to the parking page. This is a great way to show what’s happening on campus and introducing fans and followers to information on the website they may have overlooked. Post this type of content sparingly; around Campus posts should only compose three to four of your total monthly posts.
- Social media is all about engagement, and starting a conversation with your followers is a great way to make that happen. Conversation starters are short statements or questions that can get visitors engaged with our brand and often have a better chance of “going viral” by sharing or retweeting. Conversation Starter Sources:Day of the week/Time of Day (eg. “Good morning! What’s your morning beverage of choice?” “Happy Friday! What are your weekend plans?”)Questions about favorite foods, vacations, activities, etc. with a health related slant (“Name your favorite healthy snack”)Weather (“It’s hot! How do you stay cool?”)Local content (“30 days until the Gators kick off! Who is ready for some football?”)Recipes (“Love French fries but don’t love how unhealthy they are? Here’s a recipe for cutting out half the fat and calories!”) Instructions: Conversation starters should have a call to action – the action can be liking a post or retweeting (“Reweet if you’re staying cool this weekend” or “Like this post if you’ve been watching the Olympics”) or answering a question (see examples above.) Post this type of content sparingly; Around Campus posts should only compose 10% of your total monthly posts.
- Content curation focuses on what’s going on in the health care industry as well as finding and sharing interesting and useful health information with fans and followers not necessarily related to UF&Shands. Content Curation Sources: Other Shands and UF pages/accountsOther health organizations and companies’ pages/accountsHealth Information Twitter List:Gainesville Area Twitter List:Media Twitter List: Instructions: Monitor the sources above for ideas on content curation and monitoring. Some information that has had positive engagement are research studies, healthy living tips, “feel good” health stories, exercise plans and national advances in medicine. Please vet the content before you post for relevancy and accuracy. Stay away from articles written by competitors or that would point readers to a competitor’s website. Stick with reliable and reputable organizations, such as the CDC, American Red Cross, and other national organizations. Post this type of content sparingly; Content curation/monitoring posts should only compose 10% of your total monthly posts.
- Patient testimonials have a warm, positive feel that can add a personal touch to your social media campaign.Specific Goals: To bring traffic to ufandshands.org and increase appointment requests; To increase transparency in the organization; to soften the brand; to extend our reach; to promote service lines and physicians. Instructions: One important note: Patients must FIRST sign a patient consent form (available through Marketing and Public Relations) before any information can be posted. Testimonials may be more difficult to get, but are well worth the work. Reps from UF&Shands communications (which includes the marketing and public relations department and HSC news) are a great resource, but you may also find patient testimonial opportunities through conversations with physicians and staff or through social media (i.e., if a patient has a great story and shares it with you through Facebook or Twitter.) Allow them to express their experience in their own words for more authenticity, and get video if possible. There is no limit to how many testimonials you should post. – posting them frequently can be a great way to engage your fans and followers.
- Facebook averaged 1 minuteTwitter averaged 21 visitors
- 237 saw this post; 18 engaged users; 2 shares; Total reach for this day was 4300 Traffic to ufandshands.org = 2; 6 pages per visit
- 399 people viewed this; 38 engaged users; four share; Reach for this day was 6000 for 9/10
- 283 people saw the post; two shares; 37 people engaged; 4458 reach for 9/25 – Analytics: 24th (the day before) it had 14 visits; the day it was sent out, it had 30; following days were 14, 7, 2 and 2
- All social media accounts need to be approved through these channelsDo not use them before they are approvedIf you haven’t had approval but are using your accounts, please contact a member of the social media team for consultation.If you have a Facebook page that has been approved, contact a member of the social media team to be included on the Hub We will also share your content from your page on the official UF&Shands page
- You don’t need to write this; Share ideas and some content with me and I can link it and write for social mediaPeveeta – helped with childhood cancer awarenessLindy – helped with ovarian cancer awarenessNickie – suggested bullying month, etc.