create social employees that become your rock-star …...history of social media program two new...
TRANSCRIPT
Create social employees that become your rock-star
social media team Gina Czark and Jessica Fillnger
About NewYork-Presbyterian
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Ranking #1 in
New York
Among top six
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
21,747 employees and 6,020 affiliated physicians
• 2M+ inpatient and outpatient visits
• 14,600 deliveries
• 311,731 visits to emergency departments
History of Social Media Program
Two new full-time employees hired (Winter 2012) » March 2012
» May 2012
» June 2012
Summer 2012: Social Media Strategy presented and approved
Overarching Goal: Develop a social media program that enhanced
communication and engagement among patients and staff
Find our social media channels at www.nyp.org
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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
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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NYP’s Advocate: Senior Leadership
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Robert E. Kelly, MD
President
@nyppresident
Leadership on Twitter
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• 15 SVPs • 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
IT Senior
Leadership Sustainability
& Facilities
Family Advisory Council
Finance
Public Affairs Clinical Areas
All-Star Program
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NYP
All-Star Progra
m
Individual Lessons
Train the
Trainer
Toolkit
Employee Orientatio
n
Weekly Check-
Ins
Policy
NYP Social Media Policy
• Business use
• Personal use
• Patient Privacy
• IP and Confidential Information
• Use of hospital email and electronic systems and devices
• Enforcement
• Cite other policies
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Opportunities for
Engagement
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Create Opportunities for Engagement
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Reporters on the Ground
• Hospital events
• Employee recognition
• Awards & honors
• Photography
Account Takeovers
• Facebook cover photo
Branded Hashtags
• Subsets of content
• Prevents from account overload & brand confusion
Reporters on the ground
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Account Takeovers
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Branded Hashtags
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#nypnutrition #nypgreen #mschony #nypkickoff
Success Stories
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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
Social Media Employee Toolkit
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Build Excitement
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Informational Content
Partnership with Food & Nutrition
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Motivation
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"12 Ways You Know You’re Participating in a Steps Challenge."
http://bit.ly/buzzstepslist
I Step For…
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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 2,300 views: http://bit.ly/1iS1lEF
What We Know
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Where We Are Now
• Bridging the gaps
• Common sense policy
• Annual Hospital-Wide Training and Orientation
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Social Breaks the Story
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Impressions by
Event
Total Impressions
14,960 79,404
141,385
7,194,898
7,413,289 22,996,187
5,431,512
94,364 235,749
7,430,648 14,843,937
37,840,124 43,271,636
AUG - 5 AUG - 6 AUG - 19 AUG - 23 AUG - 24 AUG - 26 SEPT - 3
Amplification of the Story
50+ million
impressions