sjhs social media landscape

The Social Media Landscape

Jennifer ElliottMay 7, 2009

05/07/09 Jennifer Elliott

What is Social Media?

• The simplest way to explain social media…


… and more


Just kidding… but not really.

Official definition:

Social Media - The online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other.


In other words:

Social media is communication…

powered by:


… and more


Two Important Questions -

1. How could SJHS and its ministries leverage social media for marketing and promoting their brands?

2. How could social media affect SJHS and its ministries?


Key Social Media Tools

Tools to Be Aware Of

Thoughts & Recommendations

Questions / Answers4

3

2

1

Discussion Agenda


1. How could SJHS and its ministries leverage social media for marketing and promoting their brands?


Use of Internet for Health Information


Online sources for health information

• 67% use search engines to find information (default gateway for online health information)

• 46% use health portals (WebMD,etc)• 34% use other social media (blogs, social

networks, etc)

• 36% want to see what other consumers say about medication / treatments

Source: Opinion Research Corporation - How America Searches: Health and Wellness – January 2008


Born before 1946

Born1946 - 1964

Born1965 - 1981

Born1982 - 2000

Style Formal SemiformalNot so serious; irreverent

Eye-catching fun

ContentAttainable within reasonable time frame

Chunk it down but give me everything

Get to the point – what do I need to know?

If and when I need it, I’ll find it online

ContextRelevance to my security; historical perspective

Relevance to the bottom line and my rewards

Relevance to what matters to me

Relevance to now, today and my role

AttitudeAccepting and trusting of authority and hierarchy

Accept the “rules” as created by the Veterans

Openly questions authority; often branded as cynics and skeptics

OK with authority that earns their respect

Source: Communication World, March-April 2008, p.20; IABC.com/cw

Communication PreferencesBy Audience .


Born before 1946

Born1946 - 1964

Born1965 - 1981

Born1982 - 2000

Tactics

Print; conventional mail; face-to-face dialogue or by phone; some online information and interaction

Print; conventional mail; face-to-face dialogue; online tools and resources

Online; some face-to-face (if they’re really needed); games; technological interaction

Online; wired; seamlessly connected through technology

SpeedAttainable within reasonable time frame

Available; handyImmediate; when

I need itFive minutes ago

FrequencyIn digestible amounts

As needed Whenever Constant

Source: Communication World, March-April 2008, p.20; IABC.com/cw

By Audience cont.

Communication Preferences


Leveraging Social Media

• RSS feeds• Podcasting*• Video-on-demand

(vodcasting)• Blogs/Journals

(SJHS/MD/Patient)• Health tools/widgets

• Webcasting*• eCards • eNewsletters*• Micro-blogging• Expert-to-consumer

Q & A*• Mobile media

* Located in Appendix


RSS Feeds (Really Simple Syndication)

• WHAT IS IT:Ability for user to subscribe to regularly updated content so they automatically get updates when made

• POTENTIAL USE:• Hospital Press Releases• Hospital News/Announcements• Podcasts/Vodcasts• Blogs

Notes / Cautions:•Free to use•Use standard logo •User needs RSS feed reader to use – also called aggregators

Click icon for video explanation(Need Internet Connection)


• WHAT IS IT?:Syndication of video files (mp4) available for play on demand, by download, or RSS feed

• POTENTIAL USE:• Reuse existing video• Hospital Information / Virtual

Tours• Construction Updates• Educational Series • Patient Stories• Career Opportunities• Community Involvement

Notes / Cautions:•Target video length = under 3 min•Potential bandwidth concerns depending on hosting arrangement•Viewers w/o broadband = non-optimal playback

Vodcasting (Video-on-demand)


Vodcasting - Examples


Blogs / Journals

• WHAT IS IT?:Short for “web log” - An online journal comprised of links, images, video and postings in reverse chronological order. Most allow comments/feedback. Think keynote speaker/ expert panel

• POTENTIAL USE:• Establishing Online Customer

Relationship • Topic Experts (MDs w/ Service

Line) / Key Spokesperson• Patients • Hospital PR / Communication

– Established Channel PRIOR to Crisis

– Events– Construction– Notices – Information– Customer Service

Notes / Cautions:•Potential to build relationships w/ prospective patients•Aids in achieving transparency• ‘humanizes’ BIG health system•Blog must be kept current / monitored for comments – or does more harm to brand•Opens 2-way communication•Be prepared / have plan for negative feedback/comments


Blog - Examples


• WHAT IS IT?:Small applications that provide functionality and content online, distributed through a potentially limitless number of websites. They are uploaded onto desktops or sites (personal sites, profile pages, blogs) by end users.

• POTENTIAL USE:• Marketing / Brand Awareness• General Health Tips / Headlines• Daily BP / Blood Glucose Tracker• Gift Shop Promotions • Topic Related Screenings / Info• Insurance Plan Info• Interactive Games (kids+health)

Notes / Cautions:•Widgetbox.com – Free widget wizard•Could be costly to create•Original & customized widgets need computer programming

Health Apps / Widgets


• WHAT IS IT?:Small greeting with image and personal message usually sent by user to another user via email

• POTENTIAL USE:• Fundraising• eGreeting during hospital stay• Branded reminders for users

to send loved ones for important screenings, events, promotions

– Breast Cancer Month– Colon Cancer Month– Wellness Events (Relay for

Life)

Notes / Cautions:•Very easy to implement•Might need minimal outside programming•Could be distributed via widget

eCards


• WHAT IS IT?:A form of blogging that allows users to post brief text updates – usually under 200 characters. They might include links to photos or audio clips -- to be viewed by the public or fed directly to subscribers by RSS. These messages can be submitted by a variety of ways, including text messaging, instant messaging, email, digital audio or the web.


Relationship• Delivery of Press Releases /

Announcements• Crisis Communication –

Pandemics, Trauma• Commentary on Specific

Healthcare Topics • Patient Stories

Notes / Cautions:•Free set-up•Must be monitored / kept up to date for success•Best if managed by one person to keep consistent tone•Can help build consumer relationships•Have a plan and think out clearly before “jumping in”

Microblogging - Twitter


Microblogging – Twitter examples


• WHAT IS IT?:Data and content delivered / accessed through a mobile device such as a PDA or cell phone

• POTENTIAL USE:• Text Message Marketing • 2D Barcode Marketing• Mobile websites Notes / Cautions:

•Message delivery is dependant on user’s mobile device – do they have camera? Do they have barcode reader?•Need barcode generator – easy•Some applications offer to the minute tracking & geographic locations

Mobile Media

Click to play video overviewwww.stjoe.org


• WHAT IS IT?:Version of website delivered via mobile device

• POTENTIAL USE:• Mobile ‘dark’ site• Emergency information

(location / directions / phone numbers)

• Doctor Finder (location/phone)• Wellness Articles• Health Tips

Notes / Cautions:•Simply adding script to website so lean version appears on phones•If possible, should really be done

Mobile Media – Mobile Website



• RSS feeds• Podcasting• Video-on-demand

(vodcasting)• Blogs/Journals

(SJHS/MD/Patient)• Health tools/widgets

• Webcasting • eCards • eNewsletters• Micro-blogging• Expert-to-consumer

Q & A• Mobile media

These Items Allow the Ability to ‘Retain Control’

Recap So Far:


• BUT… Social Media is not always neat and it’s not always controllable



• Blogs• YouTube®• Health Portals*• Expert-to-consumer

Q & A*• Social Networking• Mobile Media

• Microblogging (Twitter)

• Online gaming*• Discussion boards*• List Servs*

Additional (not always controllable) ways for SJHS leverage social media for marketing and promoting brand


* Located in Appendix


• WHAT IS IT?:A video sharing website where users can upload, view and share video clips.

• POTENTIAL USE:• Establishing Online

Customer Relationship• Reuse existing video• Hospital Information / Virtual

Tours• Construction Updates• Educational Series • Patient Stories• Career Opportunities• Community Involvement

Notes / Cautions:•Additional exposure to subscriber’s viewers•Video hosted on YouTube – less bandwidth concern•Viewers can leave comments, rate•Can’t control ‘related videos’ that appear

YouTube ®


YouTube ® - example


• WHAT IS IT?:The process of creating relationships using forums, blogs, micro-blogging, etc between a user and other people based upon some formal social graph.

• SOCIAL GRAPH: A map of the relationships between individuals, ranging from casual acquaintance to close familial bonds. These mappings develop into virtual communities built around similarity and affinity regarding a topic. Think lunch tables


Relationship • Building/promotion of brand

loyalty or “fans”

Notes / Cautions:•Creation of an official account will provide an avenue with some control for official statements. Otherwise – virtually no control over content (in some extreme cases you can contact actually networking company)•Ministries can be ‘tagged’ in photos, etc.

Social Networking (Social Graph)


Social Network - Examples


Additional Social Media

• Wiki / Wikipedia• Customer Review

Sites• Photosharing

• Meta-Social Media /Social Bookmarking

Other Social Media to be aware of….


• WHAT IS IT?:A wiki is a collection of web pages designed to enable anyone with access to contribute or modify content, using a simplified editing too – usually a WYSIWYG.

• POTENTIAL USE:• Internal knowledge base• Internal shared knowledge

Notes / Cautions:•Virtually uncontrollable•Monitoring is essential for ministries

Wiki - Wikipedia


Wiki Example


• WHAT IS IT?:Sites that allow users to share their experiences or rate just about anything. Think “word of mouth” meets the Internet

• POTENTIAL HARM:

• Negative publicity made public

Notes / Cautions:•Growing importance as these sites gain popularity

Customer Review Sites


research companies’

customer care online prior to

purchasing products and services at

least sometimes

Use social media to “vent”

about a customer care

experience

59.1% 72.2%


choose companies/

brands based on others’

customer care experiences

shared online

74%59.1%

2008 Society for New Communication Research


• WHAT IS IT?:Websites for transfer of a user's digital photos online, enabling them to share them with others (whether publicly or privately). They can connect with mobile devices for instant sharing. They usually allow for comments

• POTENTIAL USE:• Sharing photos from ministry-

sponsored events

Notes / Cautions:•How will photos taken at the hospital be handled? Policy?

Photo Sharing


Photo Sharing Example


• WHAT IS IT?:A method for Internet users to publicly ‘share’ bookmarks of web pages on the Internet using metadata -- typically in the form of tags that collectively and/or collaboratively become a folksonomy.

• FOLKSONOMY - also called social tagging, the process of many users adding keywords to help the ‘search’ of shared content

• POTENTIAL USE:• Can increase the viewing of

content exponentially across the entire web.

Notes / Cautions:•Can increase the viewing of NEGATIVE content across the entire Internet. Think Domino’s Pizza Video

Social Bookmarking Meta Social Media


Social Bookmarking/



• In reality, great branding has always been about influence – not control

• Shift is not ‘controlling’ but rather ‘managing’ the brand’s reputation through listening and responding

… so how do we do that?

So we don’t have control of what appears on the Internet?


Recommended Steps:


Recommendation #1 - MONITOR

• If you haven’t already, start monitoring what – if anything is being said about your ministry…

1. Develop key words to track (even competitor names and industry)

2. Set up news feeds of those words– Google Alerts– Technorati Watch– TwitterSearch

3. Set up a RSS Feeder (GoogleReader)



Secure brand name - www.namechk.com


• Be customer-service agents and reach out to people personally who have reported problems for resolution -- as a person with empathy.



Recommendation #2 PLAN

• Start the discussions with leadership to weigh your ministry's benefits and risks for using social media

• Don’t Jump In -- Make a realistic plan – Who will have responsibility?

• Do they have the time? Are they engaged? Personal passion for technology? Will you trust their communication?

• What will be the scheduled time to update? Daily… Weekly?

– Their back-up?– Handling of negative comments?

• (filtering comments and feedback is strongly unadvised)



• Set objectives-– Increase reach of messages to public?– Proactive media relations?– Increase reputation?– Increase patients?– Drive traffic to website?


• That said… – Don’t wait until a crisis occurs to start

using social media. – Establish your relationships prior so that

there’s history with credibility within the social media realm before you really need it.• Best used with a single person who

communicates “as a person” and not a paid mouthpiece



Recommendation #3 STRATEGY

Wordpress (blog)

Every channel links and connects



• Repurpose any existing content you may have as– Podcasts– Vodcast– You Tube– Facebook



• Secure names at key social media sites to prevent brand hacking– Twitter (I’ve reserved them)– You Tube– Facebook Group / Fan Page



• Remember – it’s not about the tool, it’s the relationship. So be sure to cultivate social media relationships by:

– Let others tell their story– Read other blogs, facebook pages, You

Tube, etc and leave comments– Don’t just ‘sell’ - be human


• The conversation online about your ministry will take place with or without you.

• Will you engage and leverage it?


• Questions or comments?


Appendix


Podcasting

• WHAT IS IT?:Syndication of audio files available for download (or by RSS) and played on demand w/ mp3 player (iPod)

• POTENTIAL USE:• Reuse of existing audio content

– Talk/Radio Shows– Topic Experts

• Educational Series • Patient Stories w/ Service Lines

Notes / Cautions:•Also offer online play•Not web-search friendly •Bullet point key topics/messages•Many people prefer reading – the ability to ‘scan’ articles for interest•Used more for entertainment that true information seeking


• WHAT IS IT?:Live streaming presentation (webinar) which might allow interactivity via “chat box” or use a webcam to show live footage (Think Genesys)

• POTENTIAL USE:

• Online Seminars• Live Surgeries• Educational Series

Notes / Cautions:•Usually requires pre-planning, technical coordination, advertising, and resources to provide an effective and successful event. •Need outside software – can be costly•Potential technical issues with attendees

Webcasting


Podcasting - Example


• WHAT IS IT?:Combination of articles / blurbs which are sent via email to a mailing list. Usually part of a bigger marketing campaign

• POTENTIAL USE:• Marketing – Brand

Awareness• Promotion of News, Services• Hospital Information

Construction Updates• Educational Series • Patient Stories• Community Involvement

Notes / Cautions:•User must ‘subscribe’ to receive•Must include easy way to opt-out of future emails•Recommend using email marketing vendor/software (Constant Contact, Campaigner)

eNewsletters


• WHAT IS IT?:Form of two-way communication which includes mechanism allowing users to submit questions. Expert then uses a blog-type application to answer submissions. All answers are usually indexed.

• POTENTIAL USE:• Internal communication between

leaders and employees• Physician fielding community

questions regarding topic• Establishing ‘expert’ relationship

with other healthcare-related topics such as quality, patient safety and billing

• Information sharing

Notes / Cautions:•Creates content that is most useful to end users (Q otherwise not addressed)•Must be frequently updated•Can build / strengthen relations between parties•Helps in creating transparency•Could be a coordinating nightmare unless team is committed to feature•Do you trust the chosen experts?

Expert to Consumer Q&As


Expert to Consumer Q&As – example


• WHAT ARE THEY?:Websites that contain information, advices, videos, interactive tools, databases – all in one location for end users

• POTENTIAL USE:• Similar to traditional media,

submit stories and articles• Participation in forums, blog

comments• Extension of brand• Promotion of top-docs

Notes / Cautions:•Allow interactive comments which are not controllable•Can’t control other site content related to religious-sensitive issues

Health Portals


• WHAT IS IT?:Using online gaming and virtual worlds to deliver promotion and advertising

• POTENTIAL USE:

• Opportunity for brand interaction

• Promotion of services

• Sharing general health information – screenings, tips, etc..

Notes / Cautions:•More appropriate for national brands•So far, early adopter report low ROI•For VW success--companies must interact with their customers and embrace VW culture. Users are sensitive to advertisements placed there.•Viral Gaming – customized game to promote brand or concept

Online Gaming / Virtual Worlds


Online Gaming Example

Sponsored by Humana


• WHAT IS IT?:Communication tool that allows one individual to post a comment or question online. Other individuals may read that comment/question, and respond with their own remarks over time. Commonly referred to as threaded discussion. Think social mixer – everyone at same level


Relationship

• Promotion of service lines

• Connect community members on shared interests


Notes / Cautions:•Need to heavily continuously promote•Need monitoring•Need plan / policy for inappropriate use•Possibility of negative “fights” between users

Discusion Boards / Forums


• WHAT IS IT?:An electronic discussion group based on common interests that uses a mailing list to distribute all messages & posts to all members via email.

POTENTIAL USE:• Support Groups

• Class / Training


Notes / Cautions:•Volume of email messages can be overwhelming•Users receive emails of all discussions –even those not of interest•Easy for misinformation to be widespread

Listserv

sjhs social media landscape

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