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


• 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?


•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…


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…


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…


ALL the skills they need for these…

Are involved in doing these

They simply need applying in new

ways


Instant/Immediate Permanent/Long Term

News

Pictures

Facts

Videos

Chats

Horses for courses…


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?


It’s all about the NEW 3 Rs

X •Recent!•Relevant!•RewardingX

Content, content, content…


X

Getting engagement…

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


“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


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


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 [email protected]

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


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


Action orientated responses78% contained a suggested action

Tameside Listens


Top 10 areas for action?Tameside Listens


The Trust’s response?Tameside Listens

Only 4 suggested

actions were rejected 54%

suggested actions were new to the

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.


I don’t want to go to you… I want you to come to me…

A fundamental change of direction


I want you to come to me…

http://www.hsj.co.uk/5070746.article#.U3Sje5W3xYQ

Out this week!

A fundamental change of direction


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…


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!


Social Media !A little reassurance…


You’re not massively behind the curve


So Me

Where it was in April 2013


So Me

Where it is now


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?…

making social media work in and for the nhs

Social Media

jb mccrea

nhs presentation

complaints tameside

joe mccrea

themes tameside listens

quality of patients

j b mccrea

austerityfocussed nhs