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BUZZ: Leveraging social media to drive relationships, reputation and brand recognition

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AMRPA 2009 Educational Conference. Molly Nance Madonna Rehabilitation Hospital Lincoln, NE ... Dan Dunlop, 2009. Why are Patients Turning to Social Media? ... – PowerPoint PPT presentation

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Title: BUZZ: Leveraging social media to drive relationships, reputation and brand recognition


1
BUZZLeveraging social media to drive
relationships, reputation and brand recognition
Molly Nance Madonna
Rehabilitation Hospital ? Lincoln, NE Gail
Solomon Kessler Institute for Rehabilitation ?
West Orange, NJ
AMRPA 2009 Educational Conference
2
Whats all the buzz about?___________________
____________________________________
3
Buzz_____________________________________________
___________
  • Word of Mouth
  • Most influential and consideredthe most reliable
    form of communication
  • 92 cite word of mouth as best source of
    information
  • More than 78 of consumers say they trust the
    recommendations of other consumers
  • Critical to a hospitals reputation, recognition
    and brand success

4
Buzz_______________________________________
  • Word of MOUSE
  • Today, conversations take place in cyberspace
  • Platform balances sociology and technology
  • Transformative grassroots revolution in
    communications

5
Social Media_____________________________________
___________________
  • The use of online technologies and practices
    that people use to share opinions, insights,
    experiences and perspectives with each other

6
Social Media Healthcare________________________
________________________________
  • The use of online technology to support
    collaboration between patients, caregivers,
    medical professionals and other healthcare
    stakeholders

7
Social Media_____________________________________
___________________
  • Communication is no longer a one-way street

8
Social Media is SOCIAL_________________________
______________________________
  • Dialogue-driven
  • Interactive
  • Credible
  • Global
  • People seek to learn from one another and can do
    so 24/7 anywhere in the world.

9
Social Media is HUGE___________________________
_____________________________
10
Social Media is
Challenging__________________________________
_______________________
  • People are in control
  • People choose
  • who to listen to
  • when to listen
  • when to participate
  • where and why
  • And they can leave at any time

11
Whos Using Social Media?________________________
________________________________
  • Two out of every three Web users use social media
  • 10 percent of all Internet usage
  • Time spent on social sites is growing three times
    faster than general Internet usage
  • 35-49 year olds
  • are Facebooks
  • fastest growing
  • demographic
  • and comprise 1/3
  • of the audience

Social Fusion. Dan Dunlop, 2009
12
Why are Patients Turning to Social
Media?___________________________________________
_____________
  • 36 See what others say about medication/treatment
  • 31 Research other consumers knowledge/experience
    s
  • 27 Learn skills/education to help manage a
    condition
  • 17 Get emotional support
  • 15 Build awareness around a disease/cause
  • 14 Share personal knowledge/experience
  • 13 Find consumers recommendations about
    hospitals, treatment centers and treatment
    options
  • 8 To feel they belong to a community
  • The Wisdom of Patients Health Care Meets Online
    Social Media
  • California HealthCare Foundation. 2008

13
Social Media Platforms___________________________
___________________
  • Social networks
  • Facebook
  • MySpace
  • Twitter
  • LinkedIn
  • WeGo Health

14
Most Popular Social Sites________________________
________________________
15
Social Media Platforms___________________________
_____________________
  • Professional Sites
  • LinkedIn
  • Health Grades
  • Physiatry Practice Management
  • Fact 24 of e-patients have consulted rankings
    or reviews of doctors, hospitals or medical
    facilities.

The Social Life of Health Information The Pew
Internet and American Life Project. 2009.
16
Social Media Platforms___________________________
_____________________________
  • Blogs
  • WebMD
  • HealthMatters
  • NY Times Health Blog
  • Sharing.MayoClinic.org
  • Micro-blogs
  • Twitter

Fact 41 of e-patients have researched health or
medical information in an online news group,
website or blog
The Social Life of Health Information The Pew
Internet and American Life Project. 2009.
17
Social Media Platforms___________________________
_____________________________
  • Media sharing
  • YouTube
  • Flickr
  • ICYou

18
Social Media Platforms___________________________
_____________________________
  • Forums
  • Yahoo Groups
  • Google Health Groups
  • iVillage
  • Injury specific groups Brain
    Injury Forum.com

19
Social Media Platforms___________________________
___________________
  • Wikis
  • Wikipedia
  • FluWiki
  • Dose of Digital
  • Pharma and healthcare social media

20
Social Media Platforms___________________________
___________________
  • Podcasts
  • National Institutes of Health
  • Mayo Clinic
  • Johns Hopkins
  • RSS feeds
  • FACT 13 of e-patients have
    listened to a podcast
    about
    health or medical issues

21
Get in the Conversation _________________________
_______________________
  • People are talking, initiating discussion, asking
    for input and responding to questions
  • Patients become publishers and influencers
  • Impact is viral!

Messages spread rapidly across Social Media
platforms, reaching thousands even millions
of viewers, influencing opinions and driving
discussion.
22
Question _______________________________________
________
  • IF
  • a conversation takes place online and youre not
    there to hear it or see it, did it actually
    happen?

23
Answer___________________________________________
____
  • YES.
  • Conversations are taking place
    with or without you.
  • Shouldnt you be part of it?

24
Manage your brand online_________________________
_____________________
  • If youre not part of the conversation, youre
    leaving it to others to answer questions and
    provide information
  • whether its accurate or not.
  • Your competitors may jump in and become the
    leading resource in your community.
  • Negative comments and unsolicited feedback
    present an opportunity to change perceptions.

25
Manage your brand online_________________________
________________________________
  • Or someone else will manage it for you
  • (Mayo Clinic on MySpace)

26
And the survey says ____________________________
___________________
  • Studies show people rely on peers and less on
    institutions when seeking information.
  • Hospitals are slowly, but surely, beginning to
    engage consumers online.
  • Growing expectation among e-patients that
    hospitals will be participating.

27
Hospitals are getting social ____________________
_______________________________________
  • 300 hospitals are using social media
  • Only 10 rehabilitation hospitals are engaged
  • The arguments
  • Risk
  • Fear
  • Cost
  • Lack of control
  • Wait see
  • Commitment of resources

28
Hive Marketing_________________________________
______________
  • NOW IS THE TIME TO LEVERAGE SOCIAL MEDIA
  • Take advantage of these targeted, highly
    effective and cost efficient marketing
    communication tools
  • And start to generate BUZZ
  • about your hospital.

29
Getting Started__________________________________
_______________
  • Social media
  • Cannot stand alone
  • One of many tools in our communications toolbox
    (advertising, PR, etc.)
  • Must be part of an overall
  • marketing communications
  • strategy

30
A Strategic Approach_____________________________
____________________________
  • What tools will work best to drive
    relationships, reputation, recognition and
    referrals for your hospital?
  • BE SMART!
  • Specific. Measurable. Achievable. Realistic.
    Transformative.

31
1. Get Started_________________________________
_________________________
  • Survey the Landscape
  • Research social media
  • Mashable, Technorati
  • Review SM tutorials
  • Social Media University
  • Monitor hospital/industry sites
  • Rehab Management
  • Visit rehab-related forums
  • Apparelyzed

32
1. Get Started_________________________________
____
  • Do your homework
  • Listen to, look for and think about
  • Where is your hospital being discussed?
  • What are people saying about your hospital and
    others?
  • What is the tone and context of the conversation?
  • How do your audiences seek news?
  • Google Alerts, Hootsuite, TwitterSearch, Whos
    talkin, YouTube Analytics

33
2. Set Goals Objectives________________________
______________________
  • What do you hope to gain through the use of
    Social Media?
  • Increase public reach of message
  • Increase traffic to website
  • Build reputation leadership brand
  • Who are your target audiences?
  • Which social media tools and tactics will work
    best for your hospital?
  • What resources do you need and/or have
    available?
  • How will you measure success?

34
3. Establish Policies ___________________________
___________________
  • Organize a collaborative committee that includes
    Marketing, Legal, It, HR and Administration
  • Set rules
  • Who can post?
  • What content can be posted?
  • What CANT be posted?
  • Universal application Social Media policy
    should apply to all employees
  • Disclaimers
  • 10 Must-Haves in your SM Policy

35
4. Identify Channels_____________________________
__________________
  • Determine which social media best fit your needs
  • Focus on small number of influential sites that
    are most relevant to your goals
  • Facebook
  • YouTube
  • Plan to reference platforms in all communications
  • Select content managers and provide necessary
    training

36
5. Create Content________________________________
_______________
  • Use common sense
  • Follow social media rules
  • Accuracy and transparency are critical
  • Contribute valuable, meaningful content
  • Carefully tout activities, advancements,
    expertise
  • Integrate content
  • Post links on FaceBook and YouTube
  • Post comments on hospitals website
  • Promote social sites in press releases, etc.
  • Link back to your website for additional content

37
6. Post Content__________________________________
_____________
  • Ready Aim Fire!

38
6. Post Content__________________________________
____________
  • Social networking
  • Set up hospital page on Facebook, Twitter, etc.
  • Select content managers
  • Train on policies
  • Update content frequently
  • Monitor internal and external postings
  • Respond to postings as appropriate

39
6. Post Content__________________________________
____________
  • Media Sharing
  • Set up hospital channel on YouTube
  • Madonna Rehab
  • Use FlipVideo, digital camera or digital
    camcorder to capture patient stories, new
    technology, special events
  • Embed videos into Web site
  • www.Madonna.org
  • www.Kessler-Rehab.com/newsroom

40
6. Post Content__________________________________
____________
  • Podcasts and Presentations
  • Example National Institutes of Health
  • Use recording software, like Audacity, and a
    computer microphone to create mp3 files.
  • Create slideshows youcan embed or send tosocial
    sites slideshare.com

41
7. Monitor Measure___________________________
_____________________
  • Social media measurement is a new field
  • Free tracking services
  • Google Analytics, Tweetdeck, Digg dashboard,
    YouTube Insight, etc.
  • Media monitoring services
  • Use specific measurable criteria
  • Collect counts of inbound links, comments,
    bookmarking citations, followers, etc.
  • Track inquiries, event registrations,
    referrals

42
7. Monitor Measure___________________________
_____________________
43
7. Monitor Measure___________________________
___________________
  • Return on Investment (ROI)
  • vs.
  • Return on Conversation (ROC)

44
8. Back to the drawing board_____________________
_____________________________
  • Social media is constantly changing growing
    evolving
  • Need to adapt/adjust strategies
  • Invest the time to stay current
  • Consolidation of sites is predicted
  • In coming years, more tools, more modalities,
    more refined niches
  • More opportunities

45
Dont Be a Buzz Kill_____________________________
_________________
  • Social media requires daily care and feeding to
    be successful
  • Effective use builds trust and loyalty
  • iHealth Reports consumers will drive demand for
    applications that integrate clinical, financial
    and ratings information
  • Stay vigilant!

46
A Quick Summary__________________________________
____________
  • Listen and learn
  • Identify the social media that best suits your
    needs and your audiences
  • Set measureable goals
  • Develop consistent SM policy
  • Engage in meaningful, value-added dialogue
  • Track responses ROC
  • Adjust as needed to address new issues
  • Use feedback to respond to the conversation

47
Looking Ahead____________________________________
___________
  • Social Media is here to stay
  • Its engaging, interactive, visible and viral
  • Growth will depend on the ability to attract,
    engage and retain audiences
  • Well-defined and executed strategy designed to
    meet realistic goals will help position your
    hospital as a respected leader in SM communities
  • Results? Build relationships,
    drive referrals, enhance reputation, build
    brand preference and grow
    business!

48
Questions?
  • Molly C. Nance Director of Strategic Planning
    and Marketing Madonna Rehabilitation Hospital
    Lincoln, NE 68506 402.483.9572
    mnance_at_madonna.org
  • Gail M. Solomon
  • AVP, Corporate Communications
  • Kessler Institute for Rehabilitation
  • West Orange, Chester Saddle Brook, NJ
  • 973.243.6979
  • gsolomon_at_kessler-rehab.com
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