social media evaluation: march 12, 2010

M A R C H 1 2 , 2 0 1 0

Social Media Evaluation

Consumer-Based Brand Metrics2

PreferenceComprehension Associations Co-brand Value

Top-of-mind awareness

Unaided awareness

Aided awareness

What is UK HealthCare?

Overall preference

Preference by service line

Hospital to avoid

Advanced medicine

Health info resource

Best doctors /nurses

Best technology

Close to home

High Acuity

Overall care

Good place to work

Good community citizen

Perceived changes to partner hospitals

Impact on health care services available to the community

Satisfaction

Likelihood to recommend

Overall rating of care

Familiarity Promise: Organizational and Product Experience

Word-of-Mouth

Calls to Health Connection

New patient influence

Expectations

Expectations when coming to UKHC

Consumer interaction

Literature requests

Calls to the Call Center

Web site visits

Outbound activity

Social Media

Dialogue

Contents

Social Media Review Definition User demographics Usage trends

Benchmarks Social Media use by industry Post / Update frequency

Best Practices Social media Health care communications

UKHC Social Media Assessment Review Performance metrics

Moving Forward Easy adjustments Examples

Discussion

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S o c i a l M e d i a i s m e d i a d e s i g n e d t o b e d i s s e m i n a t e d t h r o u g h s o c i a l i n t e r a c t i o n , c r e a t e d u s i n g h i g h l y a c c e s s i b l e a n d s c a l a b l e p u b l i s h i n g t e c h n i q u e s .

~ W i k i p e d i a

Social Media Review4

Social Media Tools

Communication Blogs √ Micro-blogging √ Social networking √

Collaboration Wikis √ Social bookmarking

Multimedia Photo sharing Video sharing √ Audio and Music Sharing

Reviews and Opinions Product Reviews Business Reviews Community Q&A

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Social Media UserAverage Age by Social Media Network

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Source: MarketingProfs: State of Social Media Marketing (Fall 2009)

Social NetworksAverage Income by Social Media Network

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Individual Usage Statistics Intent While Online

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Individual Usage Statistics Product / Brand Recommendations

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Individual Usage Statistics Product / Brand Recommendation Frequency

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Source: Fluent: The Razorfish Social Influence Marketing Report (2009)

Social TechnographicsHow consumers approach social technologies

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Source: Forrester Research, Inc.

Groups include consumers participating in at least one if the indicated activities at least monthly

*Conversationalists participate in at least one if the indicated activities at least weekly

Takeaways

Nearly 1 of every 5 social network users report acting on a business or product recommendation via a social networking site

63% of consumers want to influences others’ opinions or express contrasting views while online

10% of social media users make product or brand recommendations at least every few days

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H o w d o w e c o m p a r e t o o t h e r s ?

Benchmarks13

Corporate Usage Statistics Social Networks Where Corporations Actively Maintain a Profile

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Health care: 31.1%

Health care: 23.9%

Health care: 18.9%

Health care: 16.4%

Health care: 3.8%

Corporate PostsFrequency of Corporate Twitter Updates

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About half update atleast once per day

Corporate PostsFrequency of Corporate Facebook Posts

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Nearly 30% are updatingat least once per day

Corporate PostsFrequency of Corporate YouTube Posts

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Nearly 30% are updatingat least once a month

Takeaways

The health care industry is behind social media adoption curve

About ½ of corporations that use Twitter update at least once per day with 1 of 5 updating multiple times per day

30% of corporations that use Facebook post daily updates

LinkedIn has a high numbers of corporate users and may represent an opportunity

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“ M a r k e t e r s s t r u g g l e t o c o m e u p w i t h a n s w e r s b e c a u s e s o c i a l m e d i a i s s t i l l a v e r y n e w a n d e x c i t i n g c h a n n e l t h a t w e ' r e a l l d i s c o v e r i n g . S o m e m i g h t e v e n d e b a t e i f y o u c a n h a v e b e s t p r a c t i c e s i n s o c i a l m e d i a a t t h i s p o i n t i n t i m e ? T h e d e b a t e r a g e s o n w h e t h e r t h e a c t u a l p r a c t i c e i s o n e f o r t h e m a r k e t i n g p r o f e s s i o n a l s o r f o r t h e p u b l i c r e l a t i o n s i n d u s t r y.”

~ M i t c h J o e l , P r e s i d e n t T w i s t I m a g e

Best Practices19

Case StudyMayo Clinic

84% of respondents say WOM influenced their preference for Mayo “With over 90 percent of Mayo Clinic patients reporting that they say “good

things” to their friends after a visit, using social media tools to amplify their impressions seemed reasonable.” ~ Lee Aase, Manager of Syndication and Social Media for Mayo Clinic

Timeline: Mayo embraces new media 2000 created “Medical Edge” syndicated weekly TV news source 2004 established similar daily program for radio 2005 created podcasts out of radio segments 2006 – 2007: Facebook, YouTube, Twitter

Stats (January 8, 2010) Facebook: 11,311 fans Twitter: followers 9,727; following 1,170 YouTube: 1,017 subscribers

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Jul Aug Sep Oct Nov Dec0 0 0 0

8

17

103

114110

120 118113

31

20 2228

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Frequency of Posts

Facebook Twitter YouTube

Mayo Avg. UKHC Avg.Facebook 4.2 10.5Twitter 113.0 20.5YouTube 27.5 1.3


Leverage existing resources “Medical Edge” leveraged across multiple channels: TV / Radio / Podcasts /

Blog Twitter used to promote upcoming show and to solicit questions

Embrace video: Low cost Flip video camera allows Mayo to… Edit and upload YouTube videos quickly Provide raw video files to journalists for incorporation into their online stories Enhance blog content without taking time away from patient care

By shooting interviews with physicians we can take just fifteen minutes of their time and ask them to explain their studies as they would for a patient in the office. Then we lightly edit and upload that video, and this which provides patients all over the world exactly what they’re looking for: the perspective of a Mayo Clinic doctor on what the study practically means. ~ Lee Aase

The community creates and responds to content Mayo facilitate participation, but the stories come from employee and patient

contributors

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Case StudyDell and Twitter

Sales attributed to Twitter: $6.5 millionHow?

The Right Motivation is Key It’s not about sales. It’s an opportunity to build better relationships with

customers, which ultimately leads to stronger sales Approach Twitter With a Multifaceted Strategy

Serve niche customer communities Deals: @DellOutlet Breaking news: @Direct2Dell Small business: @DellSmBizOffers

Don't Be a Spammer Don’t use Twitter as a one-way marketing channel with overly promotional

tweets

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Source: Jennifer Van Grove, Associate Editor at Mashable

What WorksTwitter Tactics

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What WorksFacebook Tactics

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Key Takeaways

Social media is relatively new, best practices are continually evolving, now is the time to test new ideas because all activity generates interest

Engage in a dialogue with your audience by responding to their posts/feedback and adding value to the conversation

Find employees who have an interest in social media, leverage existing content, and use low-cost options

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H OW A R E W E D O I N G ?

UK HealthCare Social Media Assessment

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Overview28

As of March 11, UK HealthCare is involved in the following social networks

Social Network Primary ContactFacebook: UK HealthCare Ami PiccirilliFacebook: Linda and Jack Gill Heart Institute Julie MeadorFacebook: Kentucky Children's Hospital Angela ClemensFacebook: Markey Cancer Center Mellissa HounshellTwitter: UK_HealthCare Caitlin HostyYouTube: UK HealthCare Allison PerryVimeo: UK HealthCare Sean AsburyBlog: External Affairs @ UK HealthCare Mark BirdwhistellBlog: Cancer Research @ UK HealthCare John HayslipForum: Hernia Help Scott RothForum: ACL Answers Darrren JohnsonWikipedia: Albert B. Chandler Hospital Unknown

Internal DataNew Patient Decision Making – Some Influence

Spring 2009 Fall 2009

Word of Mouth (All Types) 54.0% 57.9%

Physician/Heath Care Web Forum 2.4% 1.7%

Physician/Heath Care Web Blog 1.6% 0.7%

Facebook 0.3% 0.2%

MySpace 0.0% 0.7%

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Data from the New Patient Decision Making Survey reveals that word-of-mouth influences patients’ decisions

Our limited efforts in social media are also beginning to influence decision making

Facebook

Takeaway: Fans are growing, but their engagement is limited.

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Fans Posts Unique Page Views

Total Interactions

Total Comments

Jul 207 44 144 12 1

Aug 292 7 122 10 0

Sep 338 6 137 23 6

Oct 416 17 178 24 4

Nov 459 11 109 9 2

Dec 472 13 111 18 4

Jan 553 10 190 25 12

Feb 620 19 241 26 12

Twitter

Takeaway: 9 click-throughs per tweet, but we have not entered into the influence stream where UKHC content is passed along

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Followers Tweets Click-throughs

Jul 236 23 N/A

Aug 296 13 128

Sep 371 30 302

Oct 414 21 313

Nov 427 22 159

Dec 430 14 97

Jan 551 32 302

Feb 589 36 203

Total retweets for the period: 87

Blog

Takeaway: The Birdwhistell blog is generating over ½ of the views – ongoing promotion and fresh content generates interest.

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E-mail Subscribers

Posts Views Comments

Jul 1 19 4,660 11

Aug 13 21 5,564 18

Sep 19 24 8,411 14

Oct 38 28 19,540 34

Nov 54 23 25,639 25

Dec 63 18 22,011 18

Jan 93 31 14,992 27

Feb 104 14 13,726 8

Forum

Takeaway: Promotional efforts have resulted in page views, but because of low physician involvement there is low audience engagement.

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Topics Responses Views

Jul 2 5 1,402

Aug 3 5 1,675

Sep 0 0 2,556

Oct 4 7 2,442

Nov 1 0 2,516

Dec 0 0 1,955

Jan 1 1 1,983

Feb 3 3 2,203

YouTube

Takeaway: Fresh content drives more views

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Posts Video Views

Jul 1 272

Aug 5 280

Sep 1 377

Oct 1 511

Nov 0 423

Dec 0 382

Jan 0 550

Feb 3 607

Key Takeaways

Word-of-Mouth influences patients to choose UKHC and social media facilitates the discussion

With limited effort we have established a presence within social media

The Birdwhistell blog is our greatest success Ongoing promotion

“We try to create a buzz around the person or group that the blog highlights and send the link to them to share.”

“…since Mark has created a Facebook page and we update it with links to each blog posting, the hits have increased.”

Videos and pictures “Any opportunity that provides pictures, graphics, videos, etc. usually makes it

on to our list of blog postings.”

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Moving Forward

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Easy Adjustments

Grow fans and followers Leverage existing e-mail lists (internal and external) to promote social networks Launch employee initiative promoting UKHC social media Promote social networks at events, in clinics, and through the call center

Make our information easier to find Post and repost more often Use hashtags on all tweets, tag people in photos Share content across all UK social media

Encourage engagement from our communities Ask questions Solicit feedback and posts (e.g., pictures from events, creative PCF photos, etc.) Respond to the community when they engage us

Seek out influencers, monitor and become involved in conversations Evaluate DBC’s media monitoring tool, BuzzMeter Be involved in trending topics where appropriate Follow credible information sources and influencers

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Examples

Twitter Facebook Youtube Blogs/Forum

Support a better patient experience

Establish @UKHC_IDENTITIES for customer service

Encourage feedback from

satisfied patients

Videos that profile customer service

reps

Articles about successful customer

service programs

Attract higher acuity patients

Twitter ‘chat’ with a clinician

Support groups for high acuity

conditions

Videos of docs addressing high

acuity cases

Blogs and forums for high acuity areas

Grow employee pride

Establish @UKHC_IDENTITIES

for senior level executives

Create FB pages for senior level executives and

link Twitter posts to status

updates

Videos of executives / exemplary employees

describing what it means to them to

work at UKHC

Increase participation from

senior level executives

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Making a Difference

Making a Difference is current content that can be leveraged across all social media to: Humanize the brand Generate interest Are not overt marketing

Benefits Build an audience of heavy users and influencers in social media

Individuals who are willing to submit a story to our MAD FB page are likely to be moderate-to-high users of social media

Individuals who are willing to share their stories are already sharing their story through other venues and influencing an audience

Extend the lifespan of MAD Leveraging existing content allows for the extension of the MAD publication and gives

us an outlet for content not suitable for the hardcopy Modernize UKHC’s online image

Actively engaging patients online enhances UKHC’s online image

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Discussion

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Discussion

Social media policyHow do we define and measure successHow do we better coordinate UKHC social media with

other UK social media

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Authors’ Contact Information

Jason BrittMarketing Research [email protected]

Sean AsburySenior Web [email protected]

Larry TreadwaySenior Graphic [email protected]

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mailto:[email protected]



social media evaluation: march 12, 2010

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