Creating social employees that become your rock-star

social media team

#RaganHealthcare @gczark @jessicafill

About NewYork-Presbyterian

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Ranking #1 in

New York

Among top

seven hospitals

in the U.S.

ranked by U.S.

News & World

Report

NewYork-Presbyterian by the Numbers

One of the nation’s largest hospitals with more than 2,400 beds

Affiliation with two leading Ivy League medical schools

21,750+ employees and 6,000+ affiliated physicians

• 2M+ inpatient and outpatient visits

• 14,600 deliveries

• 311,731 visits to emergency departments

3#RaganHealthcare @gczark @jessicafill

Today’s Presentation

• Gain social business buy-in from senior leadership

• Identify and develop your advocates and all-stars

• Building an ambassador program

• Create opportunities for engagement

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“Employees Rising: Seizing the Opportunity in Employee Activism” – Weber Shandwick & KRC Research, 2014 Survey

http://bit.ly/employeesrisingsocial

#RaganHealthcare @gczark @jessicafill

Building an Ambassador

Program

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What we wanted to achieve

• Content development

• Employee engagement

• Building brand loyalty

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How to build an ambassador program

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Identify advocates in leadership

Share social strategy and their role

Share social strategy across organization

Identify social media “all-stars”

Train the trainer

Identify Your Advocates

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Leadership on Twitter

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• 30+ SVPs & VPs• Chief Nursing Officer

• Chief Quality Officer

• Chief Operating Officers

• Chief Information Officer

Finding social media

advocates and brand

ambassadors

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Who We Found

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Human Resources

Food & Nutrition

Volunteers Nursing Development

ITSenior

LeadershipSustainability

& Facilities

Family Advisory Council

Finance

Public Affairs Clinical Areas

#RaganHealthcare @gczark @jessicafill

All-Star Program

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NYP

All-Star Program

Social Media Policy

Social Media

Lessons

Toolkit & Guidance

Train the trainer

Employee Orientation

Celebrate success

(Storify)

Opportunities for

Engagement

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Create Opportunities for Engagement

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Reporters on the Ground

• Events

• Employee recognition

• Awards & honors

• Photography

Account Takeovers

• Instagram

• Facebook cover photo

• Twitter

Branded Hashtags

• Subsets of content

• Prevents from account overload & brand confusion

#RaganHealthcare @gczark @jessicafill

Reporters on the ground

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Account Takeovers

17#RaganHealthcare @gczark @jessicafill

Branded Hashtags

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#nypkickoff #nyppride #nypgreen #nypnutrition

Positioning Physicians As Experts

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Positioning Physicians As Experts

Success Stories

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Steps Challenge: Join the Conversation on Social Media

#RaganHealthcare @gczark @jessicafill

How We Got There?

Developed Social Media Strategy

• Preparation: employee toolkit, Social Media All-Stars

• Information: stats, tips, recipes, Food & Nutrition partnership

• Motivation: quotes, collages, proactive engagement, Buzzfeed

• Celebration: RT and share team, individual wins, milestones, Storify

**Proactive partnership with internal NYP BeHealthy team & Communications: Infonet, email blasts,

NYPress

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Social Media Employee Toolkit

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#RaganHealthcare @gczark @jessicafill

Build Excitement

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Informational Content

Partnership with Food & Nutrition

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Motivation

#RaganHealthcare @gczark @jessicafill

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"12 Ways You Know You’re Participating in a Steps Challenge."

http://bit.ly/buzzstepslist

#RaganDisney @gczark @jessicafill

I Step For…

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#RaganHealthcare @gczark @jessicafill

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Finishing Strong

Social Media Statistics:

- 100+ staff actively tweeting

- All campuses represented

- 500+ stories created and shared

- Storify of social media posts:

- 300 pages

- More than 2,500 views: http://bit.ly/1iS1lEF

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Celebrating the Team

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http://bit.ly/stepsvid14

#RaganHealthcare @gczark @jessicafill

What We Know

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Employees have a voice and want to be engaged

Where We Are Now

• Bridging the gaps

• Common sense policy

• Enhancing strategy (branded hashtags)

• Exploring enterprise solution

• Annual Hospital-Wide Training

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Social Breaks the Story

#RaganHealthcare @gczark @jessicafill

Impressions by

Event

Total Impressions

14,96079,404

141,385

7,194,898

7,413,28922,996,187

5,431,512

94,364235,749

7,430,64814,843,937

37,840,12443,271,636

AUG - 5 AUG - 6 AUG - 19 AUG - 23 AUG - 24 AUG - 26 SEPT - 3

Amplification of the Story

50+ million

impressions

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Thank You

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#RaganHealthcare @gczark @jessicafill