Copyright 2010, Catholic Health Partners

Social Media 101May 2011

Today’s agenda

• Why social media marketing?

• What is social media?

• CHP’s new social media policy

• CHP Social Media Guidelines & Best Practices

• CHP Home Office Social Media Strategic Plan

Why social media marketing?

• Social Media Revolution

A quick video to get us started!

Why social media marketing?

• 165 million Americans using social networks by 2014

- 57% of 55-64 year olds

- 28% 65 or older

• 142 million read blogs by 2013

One third of female social networkers check Facebook first thing in the morning!

Why social media marketing?

• Human Potential – Attracting, retaining and developing a first-rate diverse workforce to carry out the mission.

• Growth – Helping the organization and/or its subsidiaries become “best in market.”

• Stewardship – Proactive outreach and collaboration in each of our communities to sustain and grow the mission for the future.

Why Social Media marketing?

• Physician Engagement – Supporting recruitment of and alignment with physicians.

• Quality and Patient Safety – Communicating about initiatives such as the partnership with IHI, Thomson Reuters, and quality information on external website.

Why social media marketing?

• Build awareness

• Enhance reputation

• Drive traffic to website

• Bolster proactive media relations

• Increase reach of message

• Converse with “brand advocates,” such as governance leaders, associates and other key stakeholders

What is social media?

• Blending of technology and social interaction

• Web-based technologies that support dialogues

• Transform from content consumers to content producers

• Popular social networking sites include Facebook, Twitter, LinkedIn and MySpace

Most popular

• Social networking site where users can add friends … send messages … share photos/videos … update profiles to notify friends … create/join groups and business pages

• CHP home office, regions

- 13 official pages, and counting!

Be sure to Like the CHP, Mercy and other official pages. Tell your friends, too

Powerful sharing

• Microblogging site

• Tweet messages of 140 characters max

• Displayed on profile page and delivered to friends

• Can restrict delivery

• Share links to pages, videos, photos

• @CHPUpdate and regions

Follow @CHPUpdate, healthcare leaders, publications and other strategic feeds

Where the pros go

• Mainly for professional networking

• Users can invite anyone (site user or not) to become a connection

• Users can create or join LinkedIn Groups (alumni, industry, professional, other)

Participate in group discussions

Video

• Video sharing website

• Allows users to view videos on Web pages outside of the site

• Each video accompanied with HTML, which can be used to embed it on page outside YouTube

• Often embed in social networking pages and blogs

CHP and hospitals share videos here

Blogs

• Type of website, or part of website

• Entries displayed in reverse-chronological order

• Allow visitors to leave comments

• Text, images, links to other blogs

Read blogs and comment. CHP planning blogs to connect with key audiences

CHP’s Social Media Policy

• Highlights

- All official social media presences created on behalf of CHP approved by Communications/HR/IT

- In writing:

- Business reason

- Target audiences

- Proposed content

- Measurement strategy

- Other

CHP’s Social Media Policy

• Highlights

- Content owners of approved CHP sites responsible for monitoring/maintaining

- Only functional areas with business need granted access on CHP equipment to social networking sites

- Follow existing IT and Internet usage policies, ethical standards, rules and procedures while using social media.

CHP Social Media Policy

• Highlights – Professional & Personal

- Follow the Core Values in Action

- Remember duty of loyalty to CHP that prohibits disparaging organization, leadership or staff

- Do not share confidential information

- Don’t violate HIPAA

- Do not publish or comment on any patient-related information

Social Media Guidelines & Best Practices

• To help you understand opportunities and challenges you may face as an associate of CHP

• To help you participate in social media with confidence while adhering to CHP’s policy

Be sure to read through the Guidelines & Best Practices. You’ll learn a lot in a short time. They’ll answer many Q’s.

Home Office Social Media Strategic Plan

• Bolsters ongoing efforts to tell CHP’s story and converse with “brand advocates”

• Builds and nurtures relationships with those unfamiliar with CHP – those in strategic “make-or-break” audiences

• Centers on Key Result Areas such as Human Potential, Growth, Stewardship, Physician Engagement, and Quality and Patient Safety

Home Office Social Media Strategic Plan

• Some of many strategies

- Social Media Champions! subgroup of CHP Communications Network

- Monitoring via Google alerts, Twitter search, RSS feeds…

- CHP presences on Facebook, Twitter, LinkedIn, YouTube, blogs..

- CHP interaction on Facebook, Twitter, LinkedIn, blogs…

Questions?

• mjboehmer@health-partners.org