what is social media · in the real world social media are as old as human speech social media were...
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What is Social Media “Social media is the process of people using online tools and platforms to share content and information through conversation and communication.” – CSC
According to Wikipedia “Interaction among people in which they create, share and/or exchange information and ideas in virtual communities and networks” – Wikipedia
According to an Expert “Group of Internet‐based applications that build on the ideological and technological foundations of Web 2.0 and allow the creation and exchange of user‐generated content.” – Andreas Kaplan (social media professor)
In the Real World Social media are as old as human speech Social media were originally about relationships
They still are! They offer opportunity for transformational change and productivity
Social media strategies can make experiences better Social media are free Social media tools give everyone the power of mass media
You can hear and learn a lot by listening
6 types of social media Collaborative projects (e.g. Wikipedia) Blogs and microblogs (e.g. Twitter) Content Communities (e.g. YouTube) Social Networking Sites (e.g. Facebook) Virtual Game Worlds (e.g. World of Warcraft) Virtual Social Worlds (e.g. Second Life)
Prevalence of Social Top 100 Global Fortune 500 companies use:
Twitter (65%) Facebook (54%) YouTube (50%) Corporate Blog (33%)
Use Among Hospitals Internationally 2009‐11Social Media Use Country
High Adopters Netherlands, United Kingdom, Norway, Sweden
Mid Range Adopters United States, Austria
Low Adopters Australia, Switzerland, GermanySource: Englelen, 2012 and Cadogan, 2011
Social Media is Relevant“Patients expect more than we deliver.They trust healthcare providers and are influenced by our messages. But they want to interact with us using modern tools” ‐ Ed Bennett, Uni Maryland Medical Centre
How can SM help in healthcare?
SOCIAL MEDIA
COMMUNICATIONSCLINICAL OUTCOMES
INFO SHARING INNOVATIONS
Safe Social Media Identify (and acknowledge) risks
Draft policy to mitigate risks
Educate staff about your policies
Create a plan!
Identify Risks Disclosure of confidential patient information
Human Resources Issues/Productivity
Identify Risks Disclosure of confidential patient information Human Resources Issues/Productivity Negative comments
Always going to be those who are loud and opinionated.Sep 25, 6:18pm via Twitter for iPhone@Lisa_Ramshaw @priv8hospitals #aphaisajoke
Identify Risks Disclosure of confidential patient information Human Resources Issues/Productivity Negative comments
Always going to be those who are loud and opinionated.
People are already talking about you!
Mitigate the Risks
64% of large companies have no social media policy in place, or if they do, they lack tools to sufficiently enforce and support the policy.
‐Forester Research “Manage the Risks of Social Media”
Mitigate the Risks Draft a social media policy
Set out ‘legal’ terms Define social media Address patient confidentiality
Set clear boundaries for staff
Connect to existing policies
Mitigate the Risks Guiding Principles
Set out Lay Terms Answer Questions
Taking pictures of patients Accepting friend requests from patients
Patient privacy
If you have questions, please contact…
Mitigate the Risks FAQs
Guiding principles & examples
Suggested responses to common questions
If you have questions, please contact…
Mitigate the Risk Terms of Use
Directed at the public Identifies acceptable and unacceptable use
Can include: Hate speech, bullying, profanity, nudity, misleading information, defamation, solicitation to sell products, other stuff deemed inappropriate
Mitigate the Risk Terms of Use
Directed at the public Identifies acceptable and unacceptable use
Explains consequences for misuse
Educate your staff Make sure they are easily accessible
Ensure they are conveniently packaged
Revisit them often
Create a plan
Connect your social media strategy to your business outcomes
Components of a Plan Business Goals Desired Outcomes Choosing Tools Measurement
What problem do you want to solve?
Audience?
What do you know about them?
Profile?
How can SM help?
Desired Outcomes What do you want to change? And at what level?
What do you want audience to know about you?
How do you want them to feel?
What action(s) do you want them to take?
Choose Your Tools Platform? Integration with existing communications?
Video? Does your audience already congregate somewhere?
Exclusivity? Or Open?
Measurement What does success look like?
Behavioural change? Attitudinal change? Audience actions? Intermediate goals? Conversion to ROI?
Share your Plan
“Half of all executives are not informed, engaged, or aligned with their company’s social media strategies in any capacity.”
‐Altimeter Group “The Evolution of Social Business”
More on Measurement Bosses expect more Budgets are tightening 24x7 information cycle There’s not enough time Big thanks to Chris Boyer for info on ROI in SM (www.christopherboyer.com)
Must demonstrate effectiveness Only 27% of exec’s believe social media is strategic priority
‐ Jive Social Business Index Survey
59% of communicators use social media 6+ hours/week
‐ Social Media Marketing Industry Report
Image from www.christopherboyer.com
Return on Investment Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
As “I” (Investment) approaches zero, ROI approaches infinity
ROI = (financial gain/savings – cost)cost
Key Performance Indicators Quantifiable performance measurements
Practical Directional Actionable
Match KPIs to business goalsMarketing Campaign
Goal KPIs
Branding To promote a new service line
Attitudinal (positive mentions, likes, FB polls)
Behavioural (Video views on YT, click throughs to site)
Growth To drive people to attend a seminar or book an appointment
Behavioural (bit.ly clicks from social media, webinar attendees)
Financial (appointments made, downstream revenue)
Education/ Engagement
Share health info on FB and blogs
Attitudinal (likes, comments, shares) Behavioural (subscribe, clicks, sign‐
ups)
Behavioural Increased number of followers
Shares and RTs Click throughs Comments
Attitudinal Sentiment/perception Positive Comments Supporting your brand Anecdotal feedback
Financial Revenue Social media followers who become patients
ROI
Drive growth goals Profitable services Areas which your organisation is looking to grow
Drive growth with Social Media Use social media to lead to other marketing:
• Websites• Seminars• Downloads
Use tools to measure attribution Lead social media fans to convert Opt‐in or provide information Measure your results
Lowering Costs Lowering costs Improving results
Lowering marcomms costs Compliment (or replace) traditional with low‐cost social media
Train others to assist with your social media efforts Encourage patients to tell/spread their story Measure the money or time you save
Satisfaction & loyalty How do we measure this?
What is the lifetime value of a patient?
To Facebook, we’re worth ~$81 each Your friends are worth $.62 Your profile page is worth $1800
But what is a Facebook fan worth to us?
SM – increase satisfaction & loyalty Provide relevant information to “non‐patients” Build wellness programs to increase relevance Patient education and compliance When measuring ROI, think correlation vs. causation
Report on your successes Be clear on your goals Have a baseline measurement, if possible Be honest with the results If you can’t measure alone, find help