facebook engagement strategies for healthcare organizations
DESCRIPTION
These are the slides from my presentation at the Fall 2011 Conference of the New England SocietyTRANSCRIPT
Facebook Engagement
Strategies for Hospitals
NESHCo 2011 Fall Conference
Dan Dunlop
Be Willing To Have Fun
Caveat: Social Media Experts? We’re all in this together
Stop the madness
Not about piling up followers
Not about spewing information
I don’t care how many hospitals are using Facebook
I care that they are using it effectively
Klout? Just try to keep up!
Engagement, Not Advertising
Yes, it is a marketing tool
Engaging
Connecting
Community-Building
Activating
The Obligatory Stats
NRC Research Study 23,000 participants in US 41% use social media for health info 94% said Facebook was platform of choice YouTube was 2nd place with 32% 50% still prefer hospital website as a
source
Pew Internet and American Life Project 39% of patients use social media sites
(general info – only 12% for health info) 1 in 4 people with chronic disease has
used Internet to seek out others with same condition (Peer-to-peer help)
New pathways for patients to find and help each other
http://www.pewinternet.org/Reports/2011/P2PHealthcare.aspx
Engagement
What You Don’t Want to See
What You Don’t Want to See
Compare That to This (Mayo Clinic):
Mayo has cultivated an
environment that encourages
sharing
A Conceptual Construct: Hive Marketing
Think of a Bee Hive and all the activity taking place…
Bringing together individuals with a shared interest (moms, for example, or cancer patients)
Allowing them to share their passion
In the case of brand advocates, giving them a forum to express their support
Become a true resource for them; this comes first
Feed them information that confirms their decision to support the brand
Your Audience is not Homogenous
Social Media allow you to speak to niche audience and be relevant to them
To most effectively engage segments of your customer base, you must create vehicles that speak to them specifically
“Social Media will prove to be the nail in the coffin of the one-size-fits-all customer experience model.” Robert Wollan & Nick Smith, The Social Media Management Handbook
Don’t forget about the importance of LISTENING. Two-way medium.
Build Up Equity for a Rainy Day
“Green Stamps” analogy
Market traditional services
Circumvent traditional media when necessary
Take messaging directly to audience, unfiltered
Allow for conversation and engagement
Signature Healthcare
Segmenting Audiences
Signature Healthcare & Tufts Medical Center Affiliation
Primarily Women’s Services: Maternal Fetal Medicine, Neonatology, Genetic Counseling, etc.
Signature: Diminished connection with the community over several years
#1 goal is to rebuild the connection with suburban moms
Leadership transition
No social media presence
Our Approach
Market “with” rather than market “to”
Engage and allow for conversation
Listen and respond – let people know you are participating
Communicate shared values
Must feel authentic
Provide value via the relationship How do you enrich her life? Sense of community - belonging
SignatureMoms.com
Not a Story about a Blog
A Story About the Power of Facebook
Facebook Promotion
Posted contest announcement to Facebook Wall: Looking for 8 local moms to serve as
bloggers $250 prize and a position as a
mommy blogger 4 to 6 week long promotion Entries: write on our Facebook Wall
and tell us why you’d be a great mommy blogger; or submit a video
Extended the contest to heighten interest
Selected 7 local moms and one employee of Signature
Facebook Promotion: Engagement
Contest Buzz & Engagement
Trifecta: Blog, Facebook, Twitter
Early Facebook Stats
Remember, we started with no social media presence at all
204 Facebook fans in first 6 week (contest period)
25,160 post views, 252 post comments
The Impact on Twitter
256 Twitter followers in first 6 week (contest period)
375 updates
Blog Traffic
Blog Engagment
Lexington Medical Center Pink Glove Dance
Contest
Pink Glove Dance – Lexington Medical Center
Results
543 Likes and Comments for the month
Monthly Active users rose from 808 to 1,161 (includes fans and non-fans who either viewed or interacted with your page or a News Feed Post)
127 new Fans or Likes
1,222 total Likes/Fans
25,959 post views – The number of times fans have read a News Feed Story posted by your Page.
60,000+ people liked the video on Facebook
114,000+ views on YouTube
Facebook Marketing Tips
Facebook Marketing Tips
Create a business page, not a profile: Just visit https://www.facebook.com/pages/create.php
Make your page easier to share by claiming your Page’s vanity URL: http://www.facebook.com/username.
Automatically post blog content to your Wall (Wordpress & HubSpot)
Don’t automatically have your Wall posts sync with Twitter! I’m not a fan.
Create Custom Page Tabs: (SocialAppsHQ) http://www.facebook.com/welcometab
Facebook Marketing Tips
Launch contests! Consider using a promotion builder App like Wildfire: http://www.wildfireapp.com/
Create a Welcome App using Custom Tabs. Set the page as your default landing tab (do this under “manage permissions”) http://www.facebook.com/welcometab
Use Facebook Insights! Download Page Insights PDF. Download your data for more detail (Excel Spreadsheet).
Add the YouTube App to your Facebook Page so your fans can view your videos directly within Facebook.
Post Questions or Polls: In the status update bar, you have the option of posting a poll. Click on Poll Options.
Use a third party Facebook App like Hootsuite to schedule your posts in advance.
Understand EdgeRank, Facebook’s Algorithm for deciding what gets shown on the user’s news feed. The more edges a post has, the more likely it will be on a user’s News Feed. Edges are shares, likes, comments, tags, etc. For Everything you Ever Wanted to Know About EdgeRank, go to http://tinyurl.com/3ty455n
Adding a Poll or Question
Custom Landing Page/Tab(http://apps.facebook.com/welcometab/)
EdgeRanker
Facebook Changes
“Top Stories” now appear at the top of the News Feed. It used to be that the newest content from friends appeared at the top.
News Feed Algorithm has changed what actually appears on your News Feed.
“Comments” have the most impact on EdgeRank.
Also, a user’s affinity toward your brand is key! (The number of times the two of you have interacted.)
“Freshness” (recency) is also important. Freshness often determines what you see on your News Feed.
Weight – The number of times users have interacted with the content in question.
You are competing with every other person or business that a user “Likes”
Multimedia posts help with engagement: videos and photos
Facebook Changes Ticker – Moving less important info into
a live Twitter-like feed on the side of the page
Close Friends – Now you can sort friends and communicate differently and directly with “close friends”
A Few Rules
Doctors and other healthcare professionals should not friend patients; invite them to “Like” the organization or practice
The ethical and legal duty to protect patient confidentiality applies equally on the internet as to other media
No one should discuss a patient or a patient’s condition on Facebook
Don’t even speak of patients in “cloaked” conversations online
Put a legal disclaimer on your Facebook page. Remind them this is a public forum…
Patients waive their HIPAA rights when they post personal health info on Facebook (not the case with children)
Invite patients to take the conversation offline
Physicians can speak to medical issues on Facebook in a general, informative manner, but not to specific patient cases.
In Closing
Be engaging
Create fun and interest – use promotions
Listen
Respond
Combine efforts of Facebook, Twitter, YouTube and Blogs
Track effectiveness
If you don’t know how to do it, Google it. Answers to Facebook challenges are easy to find.
Questions & Contact Information
Dan Dunlop, Jennings [email protected] Twitter: @dandunlop & @JenningsHealth Blog:
http://thehealthcaremarketer.wordpress.com