Social Networking for Hospitals? You bet! Web 2.0 (Why?) | Examples (Who?) | Strategy (How?)

By Frank Barry

Director, Professional Services

Blackbaud

About me

My name is Frank Barry

I work at Blackbaud

I provide services to our customers

I think I’m addicted to Social Media

What we are going to talk about

Session Description: Social networking technologies can help hospitals engage

and develop relationships that last.

Learning Objectives:

1. Gather an understanding of Web 2.0 technologies

2. Learn ways to utilize social networking in your hospital or foundation

3. Develop a social networking plan / strategy

Times are Changing

Would it have killed you to update your Facebook Would it have killed you to update your Facebook status if you were going to be out so late!status if you were going to be out so late!

• Personal– Facebook page– Twitter profile– YouTube channel– LinkedIn resume– Blog

• Organizational– Facebook page– Twitter profile– YouTube channel– LinkedIn resume– Blog

What about your kids?

Do you have a …

Web 2.0 / Social Technologies

A basic introduction to help answer the question: Why?

Stop Yelling Stop Yelling (Web 1.0)(Web 1.0)

Source: http://www.slideshare.net/shantanu.adhicary/web-20-and-social-media

Source: http://gapingvoid.com/

Be Social Be Social (Web 2.0)(Web 2.0)

Source: http://bethkanter.wikispaces.com/health

Source: http://bethkanter.wikispaces.com/health

Source: http://bethkanter.wikispaces.com/health

Tools to Help You be Social

Source: http://steve-hilbert.com/drawings.html

Big Players• Facebook

– 200 million users– Total of 65.7 million unique visitors

• Twitter– 1,382% year over year– 7 million unique monthly visitors

• YouTube– 100 million monthly viewers in the US– 6.3 billion videos were viewed on the site– 75 billion videos to 375 million unique visitors in 2009

• LinkedIn– Currently has more than 34 million users – 7.7 unique visitors

http://mashable.com/2009/04/17/web-in-numbers-social-media/

Hospitals and Social Networks

Source: http://ebennett.org/data/ | http://ebennett.org/hsnl/

Social Networking for HospitalsA few examples to show Who is doing it.

Examples1. Children’s Hospital of LA – Full Strategy

2. Sutter Eden Medical – Community Outreach

3. Henry Ford – Real Time Education

4. Scripps Health – Customer Service

5. Innovis Health – Crisis Communication

6. Mayo Clinic – Employee Coordinated Program

Children’s Hospital of LAFull Strategy

Children’s Hospital of LAFull Strategy

Sutter Eden MedicalCommunity Outreach

Henry FordReal Time Education

Scripps HealthCustomer Service

Innovis HealthCrisis Communication

Mayo ClinicEmployee Lead

Develop a Strategy

Steps to get started. The How.

1. Objectives 2. Listen 3. Learn 4. Adapt 5. Repeat

Objectives (Answers?)• Are we trying to spread information, provide support, build

relationships …?

• Who is our primary audience?

• What outposts are our primary audience using?

• What are the popularity levels of each outpost?

• Which channels would be most appropriate for leveraging media our organization already produces?

• How many outposts can our team realistically manage well?

• Internally, who owns the program?

• What tools should we be using?

• Who else in our industry is out there (Success / failure)

How to get started

Source: http://beth.typepad.com/beths_blog/2009/02/riffing-on-listen-learn-and-adapt-need-your-organizations-adaption-stories.html

Listen

• Find out what is being said about youFind out what is being said about you

• Figure out where people are gatheringFigure out where people are gathering

• Identify Influencers and detractorsIdentify Influencers and detractors

• Build closer relationshipsBuild closer relationships

• Look at trends over timeLook at trends over time

• Make continuous improvementsMake continuous improvements

• Determine what tools to testDetermine what tools to testhttp://www.flickr.com/photos/iguanajo/43077421/

Listening is the art of knowing what is being said online about your organization, your staff and your field.

12 Listening Tactics• Build an ego search

Technorati and Google Blogsearch

• Build the same for your competitors/counterparts

• Find blogs about your specific space or industrySubscribe to a handful of them.

• Find a few tangential categoriesIf you’re in software, subscribe to an art or marketing blog. If you’re in marketing and PR, subscribe to an economy blog.

• Look for & participate in Conversations hiding in Twitter and Friendfeed

• Use Google Reader & Alerts

• Use Yahoo! Site Explorer to see who’s linking to your site

• Use heat map tools like CrazyEgg

• Don’t forget podcasts

• Know what to post www.aiderss.com

• Spend time reading/reviewing daily

• Comment frequently (and meaningfully) on blogs that write about you

Learn

http://www.flickr.com/photos/telachhe/3342173731/

Learning is all about using experiments, tracking metrics and asking questions at the right time to understand what works as well as what doesn’t.

• Start smallStart small

• Learn what other Associations are doingLearn what other Associations are doing

• Document on the flyDocument on the fly

• Pick the right hard data pointsPick the right hard data points

• Harvest your insightsHarvest your insights

• Pause and reflectPause and reflect

• Write down how you want to improveWrite down how you want to improve

What types of things to track?

• YouTube– Views– Ratings– Comments– Subscribers

• Twitter– Followers– ReTweets (RT)

• Facebook

– Likes– Comments– Views

• Delicious, Stumbleupon, Digg ShareThis, etc…

• Blog/Website– Author contribution– Page views– Comments– Social Media mentions– Content created

Adapt

Source: http://www.flickr.com/photos/rashdan/2833645022/

Use insights to make corrections to improve results the next time around.

• What were our goals, did we achieve them?What were our goals, did we achieve them?

• What worked, what didn’t?What worked, what didn’t?

• What changes can be made next time?What changes can be made next time?

• What is success?What is success?

Quick Example - Humane Society

Carrie Lewis of the Humane Society shares about their first photo petition campaign to protest Wendy's treatment of animals …

"Since this was our first run at a photo petition, it was difficult to get across exactly what we wanted people to do without writing a book. So every person that wrote in and needed help was answered personally. This gave us a good idea of how to more clearly explain ourselves next time."

Improvement: From 3K to 13K

It’s a continual process that needs to be repeated for every initiative.

Successful Social Networking Takes a Change in Thinking

3 Basics

Think Differently

Build relationships with influencers

Source: David Wilcox, the Social Reporter

Flip the Funnel – Seth Godin

Rule of 1/31/3 Web presence | 1/3 One way | 1/3 Social

Source: http://www.flickr.com/photos/66164549@N00/1384837583/

Learning Objectives

1. Gather an understanding of Web 2.0 technologies.

2. Learn ways to utilize social networking in your hospital or foundation.

3. Develop a social networking plan / strategy.

What Questions do you have?

Thank You!Frank BarryDirector, Professional Services

Blackbaud

Twitter: @franswaa

Blog: http://www.netwitsthinktank.com

E-mail: frank.barry@blackbaud.com

Website: http://internet.blackbaud.com

CreditsPeople who influenced this presentation:

• Beth Kanter: http://beth.typepad.com/ (Thanks for nonprofit and industry expertise as well as awesome presentations)

• David Armono: http://darmano.typepad.com/ (Thank for Listen, Learn, Adapt)

• Ed Bennett: http://ebennett.org/ (Thanks for Healthcare expertise and examples)

• Shantanu Adhicary: slideshare.net/shantanu.adhicary/web-20-and-social-media (Thanks for presentation on Social Media)