Showcasing Community at the New SMHN WebsiteLee Aase, Dan Hinmon, Colleen Young

Why we created a new website and what we learned doing it.

MCCSM/SMHN History

• Mayo Clinic Center for Social Media created July 2010 with own website at socialmedia.mayoclinic.org

• Social Media Health Network site launched January 2011 at network.socialmedia.mayoclinic.org – members only

2014 Transitions• Spring 2014 – Meredith Gould became

Community Manager and renewed website concerns

• Late Fall – • Dan Hinmon engaged as Community

Director• Updated SMHN Strategic Plan

• Early 2015 – Engaged Colleen Young for community audit

Identify and Confirm Resources

Dedicate resources to move the community to the next level.

Redesign Team• Web Platform: CareHubs• Vision/Project Manager: Colleen Young• Community Director: Dan Hinmon• Editorial Director: Meredith Gould• Project Owner: Lee Aase

Keys to a Successful Online Community

Select a Niche Community

SMHN is a professional social network for people and organizations using online digital communication tools to enhance healthcare delivery and advance careers.

Start Small and GrowToday we have:

• 1800+ Premium Members• 5,000+ Basic Members

Do Your Research• Extensive discussions and interviews

during the past year.• Ongoing research includes:

• Continuing discussions.• Feedback on site.• A/B testing.

The Audithttps://flic.kr/p/

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Audit Approach• Redesign to be intuitive and

attractive (UX and visual design)• Align with the goals of the MCCSM-

SMHN Strategic Plan• Reflect proven principles of

successful online community building1

1. Young C., Community Management that Works, JMIR, 2013.

Strategic Plan1. Support the application of social and

digital media in health care. 2. Enhance the brand and become the

go-to resource. 3. Become self-sustaining to accelerate

mission advancement

An online community is …

… a group of people who share a strong common interest, form relationships and interact online.

Community Principles• Establish and understand your

domain• Develop a strategy, according to the

community’s lifecycle stage• Build a sense of community

Wenger E. et al., 2002.Iriberri A. and Leroy G., 2008. Blanchard and Markus, 2004.

2. Establishme

nt

3. Maturity

4. MitosisDeath

1. Inception

Iriberri A. and Leroy G., 2008. Millington R., FeverBee.com, 2015.

Sense of Community• Membership: a feeling of belonging • Identity: goals of members match

those of the membership as a whole. • Influence: members feel they can

influence and be influenced by the community

• Attachment: members share an emotional connection. McMillan and Chavis, 1986.

Blanchard and Markus, 2004.

What Made the First Cut

• Biggest strategic impact• Most important to the members• Generate revenue for sustainability• Easiest to do

Sutherland J., SCRUM, 2014.

The Tour

Design for Community FirstStrike the right balance between

function and design.

Optimize for Mobile

Scrum vs. Waterfall• Create a Product Backlog• Prioritize features with most value for

users• Work in defined-length sprints with

unchanging scope• Accelerate as we learn in each cycle

Most Recent Sprint• Single Sign-On to Learning Management

System for our Mayo Clinic-Hootsuite social media basics for healthcare program

• Automatic pricing discounts for Residencies and other events based on Premium Member status

Ongoing Improvements

Based on feedback and user experience

• Member Directory • Events Calendar• More Intuitive Registration and Login• Improve Search with Tags and Filters• Notifications for News You Can Use

What else would you like to see?

Questions?