Download - Making Social Media work in and for the NHS
© JB McCrea Ltd 2014 - [email protected]
Making Social Media work in and for the NHS
Presentation to the Foundation Trust Network Communications Leads Network - May 2014 Joe McCrea, Managing Director, J B McCrea Ltd
@joemccrea1966
© JB McCrea Ltd 2014 - [email protected]
• Social Media is now mainstream and rapidly is becoming essential and pervasive!
• The NHS is beginning to develop some great examples of its use and most are less behind the curve than they think!
• Generic interest is high, but guidance on how to make it actually work and deliver real results in the day to day reality of an austerity-focussed NHS is still relatively low!
• This is particularly the case for frontline providers!• The challenge is to convince the Board of its value and
then deliver real benefits for organisations, patients and staff!
• This means a MASSIVE challenge and a MASSIVE opportunity for the Comms Community
Where are we today?
© JB McCrea Ltd 2014 - [email protected]
•Apply Social Media skills !
•Understand Social Media culture change !
•Have confidence to challenge and innovate new ways to deliver through Social Media
Don Berwick: “Improving the safety of
patients in England”
We need to help the NHS to…
© JB McCrea Ltd 2014 - [email protected]
Created a presentation?Delivered a presentation?
Watched a DVD?
Taken a picture?
Delivered a speech?
Created an e-mail group?
Sent and cc’d an e-mail?Forwarded an e-mail?Added an attachment?
Done a Q & A session?
Recorded a series?
Been part of a team?
Shared some news or gossip?
Hands up if your staff have…
© JB McCrea Ltd 2014 - [email protected]
Sent a tweet?Retweeted a tweet?
Watched a video?
Created a video?
Listened to a Podcast?Presented a Podcast?
Downloaded a presentation?Uploaded a presentation?
Created a LinkedIn profile?
Posted a LinkedIn status update?
Created a Facebook profile?Created a Facebook Page?
Joined a LinkedIn Group?
Followed others?Invited others to follow?
Subscribed to a channel?
Shared a photo?
Taken part in an online broadcast?
Used Tweetdeck?
Hands up if your staff have…
© JB McCrea Ltd 2014 - [email protected]
ALL the skills they need for these…
Are involved in doing these
They simply need applying in new
ways
© JB McCrea Ltd 2014 - [email protected]
Instant/Immediate Permanent/Long Term
News
Pictures
Facts
Videos
Chats
Horses for courses…
© JB McCrea Ltd 2014 - [email protected]
We’re all Tomorrow People…
If you could ‘jaunt’ around your organisation and your stakeholders, plant ideas in their heads and read what they were thinking, who would you wish to engage with?
© JB McCrea Ltd 2014 - [email protected]
© JB McCrea Ltd 2014 - [email protected]
It’s all about the NEW 3 Rs
X •Recent!•Relevant!•RewardingX
Content, content, content…
Tameside Hospital NHS Foundation Trust
What did the Keogh report say?
“The Panel did not see clear evidence that the Board is listening to patients and families to improve the quality of patients’ experience”
“This is essential to set a cultural tone for staff...and provide development to ensure staff are sensitive to patients’ needs and learn from complaints”
Tameside Listens
Tameside Listens
Tameside Hospital NHS Foundation Trust
“Immediate focus is needed on the following issues...”
“Develop a patient and public engagement strategy in collaboration with stakeholders, including patients and staff”
Tameside Listens
Tameside Hospital NHS Foundation Trust
So success would be if the Board…
Demonstrated it had listened
Demonstrated evidence was linked to improvement and quality
Demonstrated involvement of stakeholders, patients and staff
Demonstrated evidence of being sensitive to patient needs
Tameside Hospital NHS Foundation Trust
So how did we go about it?
The biggest listening exercise in the Trust’s history
Announced on 1st August 2013 as part of the Trust’s response to Keogh
A 6-month listening exercise using the widest possible range of channels, tools and processes
Tameside Listens
LISTENING EXERCISE
Tameside Listens
Tameside HospitalNHS Foundation TrustTHE BIGGEST
IN TAMESIDE HOSPITAL'S HISTORYYOUR CHANCE TO SHAPE YOUR HOSPITAL'S CARE...
• TO SUPPORT AND DEVELOP OUR STAFF
• TO PROMOTE COMPASSION AND CARE
• TO LISTEN AND RESPOND TO YOUR FEEDBACK
• TO ENSURE SAFETY FOR PATIENCES
WHY WE ARELISTENING
By phone0161 922 4032
like us on facebook/tamesidelistens
follow us on twitter#tamesidelistens
watch us on youtube/TamesideListens
Subscribe to our podcastwww.tamesidehospital.podbean.comor available on iTunes
WE’RE LISTENING.TELL US WHAT YOU THINK
• TO PURSUE EXCELLENCE
• TO PERFORM BRILLIANTLY
• TO DELIVER QUALITY
• TO WORK IN PARTNERSHIP
Tameside Hospital NHS Foundation Trust
What did we ask?Sought feedback and ideas on 8 themes
Tameside Listens
Didn’t ask
‘What do you think?”
but open-ended !
“How can we do better?”
Over 500 responses
Tameside Hospital NHS Foundation Trust
Action orientated responses78% contained a suggested action
Tameside Listens
Tameside Hospital NHS Foundation Trust
Top 10 areas for action?Tameside Listens
Tameside Hospital NHS Foundation Trust
The Trust’s response?Tameside Listens
Only 4 suggested
actions were rejected 54%
suggested actions were new to the
Trust
Tameside Hospital NHS Foundation Trust
So what did it tell the Board?Tameside Listens
When asked for their suggestions through an exercise like Tameside Listens, the vast majority of responses are sensible and acceptable to the Trust
Many of patients’ most important concerns are already being addressed by the Trust but hadn’t been communicated adequately
More than half of suggestions that have been obtained through the Tameside Listens exercise did not currently feature in the Trust’s plans, but would be candidates for future Improvement Plans or Immediate Action
This proved its worth and value to the Trust and demonstrated the importance of mainstreaming the activity into the Trust’s core communications and engagement functions.
© JB McCrea Ltd 2014 - [email protected]
I don’t want to go to you… I want you to come to me…
A fundamental change of direction
© JB McCrea Ltd 2014 - [email protected]
I want you to come to me…
http://www.hsj.co.uk/5070746.article#.U3Sje5W3xYQ
Out this week!
A fundamental change of direction
© JB McCrea Ltd 2014 - [email protected]
See social media as simply another comms channel to continue traditional habit of
announcing things or speaking at people
• See role as engaging, listening, responding, supporting and participating in communities of individuals and organisations
Broadcasters Communitarians
Broadcasters are dying…
© JB McCrea Ltd 2014 - [email protected]
Achieving the Culture Change
• Recognise as comms leaders that it isn’t going to go away - don’t be Canute!!
• Root your social media in your organisation’s core priorities and challenges !
• Benchmark your current state, set targets and actively improve !
• Be seen to play your part - staff and colleagues will and do notice!
• Support, develop and encourage behaviours that your staff and clients are already using in their day-to-day lives!
© JB McCrea Ltd 2014 - [email protected]
Social Media !A little reassurance…
© JB McCrea Ltd 2014 - [email protected]
You’re not massively behind the curve
© JB McCrea Ltd 2014 - [email protected]
© JB McCrea Ltd 2014 - [email protected]
Follow us on Twitter: ! ! ! ! 86 million Twitter Impressions - 7,341 followers!Like us on Facebook:! ! ! ! 95,000 daily reach - 1,000 followers!Subscribe on Youtube:! ! ! ! 19,400 video views!See our Vimeo showcase:! ! ! 1,392 plays!Subscribe to our Podcast:! ! ! 11,549 feed hits!See our daily photo journal:! ! 8,240 views!Feature in our image showcases!Watch live with Google Hangouts!!
!
Where did people go?…
© JB McCrea Ltd 2014 - [email protected]
© JB McCrea Ltd 2014 - [email protected]