a social media summit - ragan communications · a social media summit healthcare public relations,...

MAYO CLINIC & RAGAN COMMUNICATIONS PRESENT:

A SOCIAL MEDIA SUMMIT

HEALTHCARE PUBLIC RELATIONS, MARKETING & INTERNAL COMMUNICATIONS

October 4 - October 6, 2009 | At Mayo Clinic in Scottsdale, Arizona

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Join us to learn, network and engage with fellow healthcare communicators and executives turned social media experts featuring three keynote addresses and 10 information-packed sessions.

This conference will show you how to:• Educatethepublicandreachouttoyourprospectivepatientswithfreesocialmediatools

• Integrateevent-basedfundraisingwithsocialmediacampaigns

• Teamupwithmediatodelivernewsandmarketyourselfasahealthcommunicationsleader

• UseTwittertodocumentlivesurgeriesandtop-notchmedicalprocedurestopromoteyourbrand

• Recruitprospectivepatientswithblogswrittenbypatientsandphysicians

• Prepareforthenextcrisisbeforeit’stoolatebyimplementingasocialmediaplan

• Enticedonorswithcreativemarketingtoshowcasephysicians,patientsandphilanthropy

• Inspireyouremployeeswithpodcasts,aninternaltelevisionchannelandinteractiveWebchats

• Getyourstoryouttoalargeaudiencewithoutbustingyourbudget

Who should attend?

• Hospitalcommunicators•Marketingdirectors• Healthcarecommunicators

• Publicrelationsprofessionals

• Healthcareexecutives

Who will be speaking?• BethIsraelDeaconessMedicalCenter• CentersforDiseaseControlandPrevention• Children’sMedicalCenterofDallas• InnovisHealth• KaiserPermanente• MayoClinic• M.D.AndersonCancerCenter• MethodistUniversityHospitalofMemphis• OperationSmile• PhoenixChildren’sHospital• Plus!SocialmediaexpertShelHoltz

How do you communicate tohundredsofthousandsofprospectivepatients,

recruittop-notchphysicians,enticedonorsandpromoteyourservicesthroughcreativemarketingandsocialmedia?

Presented by

don’t miss tHe cHance to find out

atthisspecialconferenceinScottsdale,Arizona,attheworld-renownedMayoClinic.

ThankstoBulldog Reporter’s Inside Health Media andHealthLeaders Mediafortheirpromotionalsupport.

can’t attend tHis conference in Person? Register for our LIVE WEBCAST of the event.

Checkoutdetailsatwww.ragan.com/mayo-webcastorcallourcustomerservicedepartmentat800.493.4867.

Lawrence Ragan

Communications, Inc.

111 E. Wacker Drive, Suite 500

Chicago, IL 60601

and

Pre-conference WorkshoP 1 9 a.m. – noon

Socialmediabootcamp:AtotalimmersionworkshopYou’veheardthebuzzwords:SocialMedia...Interactivity...NewMedia...Web2.0...NewCommunications...Whateveryoucallit,thisnewageofinteractivecommunicationsis

revolutionizingthewaywetalktoemployees,shareholders,themediaandourcustomers.

Thispre-conferenceworkshopwillteachyoueverythingyouneedtoknowtogetstarted.You’llreturntoyourofficewithacompleteunderstandingofwhysocialmediamattersandhowthemostinnovativecompanieshavealreadytappedintothisnewcommunicationtechnology.Socialmediahasbeenaroundlongenoughtoproducerealcasestudiesbyrealcompanies.You’ll see them all. And you’ll learn from their triumphs and their mistakes, including:

• Howtoavoidthefiveclassicmistakesandcreateablogthatadvancestheinterestsofyourorganizationovernight

• HowtouseFacebook,LinkedIn,YouTube,Twitter,widgetsandthedozensofothersocialmediatoolsatyourdisposal—aswellaswhichtoolsyoucan’taffordtoignoreandwhicharen’tworthyourtime

• Casestudiesprovingsocialmedia’sworthfromSouthwestAirlines,DellComputers,Starbucks,BobEvans,GeneralMotorsandSunMicrosystems

• Socialmedianightmares?Howcanthesenewtoolsbeusedagainstyourcompany,andwhatcanyoudoaboutitnow?

Mostimportant,thissocialmediabootcampwillgiveyoutheammunitionyouneedtopersuadeyourseniorleadersandyourclientstojointheWeb2.0revolution.

mark raganisnosocialmediatheorist.AsCEOofRaganCommunicationsinChicago,RaganusedWeb2.0andnewcommunicationstechniquestocreatethemostpopularnewsandinformationsiteinthebusiness.MarkalsolaunchedtheonlysocialnetworkforbothinternalcommunicationsandPRprofessionals.Dubbedbythemediaas“Facebookforcommunicators,”MyRagan.comnowboasts16,000members.

Aformerdailynewspaperreporter,Markknowswhatyouneedtogetyourmessagesacrosstoemployeesandoutsidestakeholders—andtodosoinatimelyandcost-effectiveway(yes,manyofthesetoolsareFREE).Aspublisheroftheonlydailynewssiteforcommunicators,RaganoverseesateamofreporterswhohavecombedtheindustryforthebestpracticesinWeb2.0.Nowyougetthebenefitoftheirresearchinhisseminarspackedwithtipsandstrategies.

FollowMarkat:www.twitter.com/MarkRaganCEO

Pre-conference WorkshoP 2 1 P.m. – 4 P.m.

Crisisandemergencyriskcommunication:Areyoureadytocommunicatethenextcrisis?AreyoupreparedforthenextH1N1crisis?Whenisthelasttimeyouupdatedyourcrisiscommunicationplan?Doyouknowhowtocommunicatetothe

public,media,partnersandstakeholdersduringapublichealthemergency?

Thisthree-hourworkshopledbyexpertBarbaraReynolds,SeniorCrisisandEmergencyRiskCommunicationSpecialistattheCentersforDiseaseControlandPrevention,willteachyouhowtoprepareforacommunicationemergency.

Don’t miss this opportunity to learn from a crisis communication expert who will help you improve your response on how to:

• Workwiththemediainacrisis

• Useriskcommunicationprinciplesandpsychology

• Handlespokespersontrustandcredibilityinanemergency

• Plantheninestepsofresponse

• Knowyouraudienceneedsanddelivertherightmessages

• Meetpartnerandstakeholderneeds

• Takeonthecorrectrolesandresponsibilitiesintheofficialresponse

Attendthispre-conferenceworkshoptolearnhowtocommunicateclearlyandbepreparedforthenextcrisisthroughemergencyriskcommunication.You’llfindouthowtorespondunderintensetimepressurewithlessthancompleteinformationtoempowerthepublic’sdecision-makingandworkquicklytoallowforarapidandefficientrecoveryfromthecrisis.

BarBara J. reynolds, Ph.d.,istheSeniorCrisisandEmergencyRiskCommunication(CERC)SpecialistattheCentersforDiseaseControlandPrevention.AtCDCsince1991,Dr.Reynolds’communicationexpertisehasbeenusedintheplanningorresponsetopandemicinfluenza,vaccinesafety,emergingdiseaseoutbreaksandbioterrorism.Internationally,shehasactedasacrisiscommunicationconsultantonhealthissuesforFrance,HongKong,Australia,Canada,formerSovietUnionnations,NATOandtheWorldHealthOrganization.

Dr.Reynoldsistheauthorofthe2002bookCrisisandEmergencyRiskCommunicationandCDC’sCrisisandEmergencyRiskCommunicationcourse,whichistaughtinuniversitiesandothersettingsnationwideandinternationally.In2004,shelaunchedaversionoftheCrisisandEmergencyRiskCommunicationcourseforleaders.Herresearchandwritingsfocusonemergencyriskcommunicationbestpractices,integratingmodelsofcommunicationforpublichealth,andbuildingcommunityhardinessinthefaceofdisaster.Inthepast,Dr.Reynoldsservedasaseniorpressofficerspecializingininfectiousdiseasesandvaccinesafetyissues,workingwithnationalandinternationalinvestigativeandsciencereporters.SheisalsoanadjunctassistantprofessoratTulaneUniversity.

Pre-conference WorkshoPs sunday, octoBer 4, 2009

$345 each

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oPening keynote 8:30 a.m. – 9:30 a.m.

Whysocialmediaareessentialtothefutureofhealthcare:ApplicationsandimplicationsofMayoClinic’sexperienceLeeAase isallaboutsocialmedia.Ifhe’snotwritingontheSharingMayoClinicblog,

tweetingorpostingonFacebookorproducingaliveradioprogram,he’sprobablyuploadingavideoonMayo’sYouTubechannel.LeeandhisteamcontinuetofindcreativewaystousesocialmediaincommunicatingaboutMayowithlittlecostbutimpressiveresults,including:

• AYouTubevideowithmorethan4millionhitsthatfetchedaninterviewon“GoodMorningAmerica”

• AMayoClinicnewsblogthatprovidesaone-stopshopofbreakingnewsresourcestojournalists

• AliveradioprogrampromotedthroughTwitterfeaturingQ&AwithMayostaffandexperts

This keynote will explore the:

• Powerandpotentialofusingsocialmediaexternally

• Changingpracticeofmedicineandtransformationofhealthcaredelivery

• Challengeofseekinginternalexecutivebuy-inforsocialmediatools

• Callforintensivelearningandimmediateapplication

• Combinationofonlineandofflineword-of-mouth,buildingbridgesandconnections

• Plus!SuccessstoriesofsmallerhealthcareprovidersandMayoClinic’ssocialmediasuccessstory

lee aaseisManagerofSyndicationsandSocialMediaforMayoClinic.Histeam’sfocusisdevelopingqualitymedicalnewsresourcesformainstreammediaandusingsocialmediaapplicationstocreatemorein-depth,extendedrelationshipsdirectlywithkeystakeholders.YoucanseeexamplesofMayoClinic’ssocialmediaofferingsthroughtheMayoClinicNewsBlogathttp://newsblog.mayoclinic.org/oratSharingMayoClinic,http://sharing.mayoclinic.org/.Bynight,LeeisChancellorofSocialMediaUniversity,Global(SMUG),afreeonlinehighereducationinstitutionthatprovidespractical,hands-ontraininginsocialmediaforlifelonglearners.VisitSMUGathttp://social-media-university-global.org.PriortojoiningMayoClinicin2000,Leespentmorethanadecadeinpoliticalandgovernmentcommunicationsatthelocal,stateandfederallevels.HereceivedhisB.S.inPoliticalSciencefromMankato(Minn.)StateUniversityin1986.

session 1 9:45 a.m. – 10:45 a.m.

EnergizeandengageemployeeswithsocialmediaMayoClinichasthestrongestnationalbrandinhealthcare,andthemostimportantfactorinbuildingthatreputationhasbeenword-of-mouthrecommendationsofsatisfiedpatients.KeepingemployeesinformedaboutnewsthataffectsthemandengagingtheminMayoClinic’sprioritieshasbeenessentialtohighstaffsatisfactionandtofosteringtheemployeeculturethatstrivestogivethebestcaretoeverypatient,everyday.ThishashelpedMayoCliniccreatethe

patientexperiencethatisresponsibleforMayo’sbrandpositionandhashelpedattractandretainexceptionalemployees.

Inthispresentation,youwillhearaboutMayoClinic’sexperiencesandsocialmediaexperiments,particularlythoseconnectedtocommunicatingitsstrategicobjectivesandenhancingemployeeengagement.

Specifically, this session will cover how to:

• Developalong-rangecommunicationplantoeducateemployeesabouttheorganization’sstrategicobjectives

• Measurethesuccessoftheplan

• Understandandenhanceemployeeengagement

• Incorporatesocialmediatoolsintothemixofcommunicationstactics

linda donlin,Manager,EnterpriseEmployeeCommunications,MayoClinic,hasabachelor’sdegreeinbusinessmanagementandpublicrelationsandamaster’sdegreeinmanagement.Shehas20years’experienceininternalandexternalcommunicationsinfor-profit,publiclytradedorganizationsaswellasinlargenot-for-profitcompanies.

Warren harmonisHeadofSectionforVideo,Audiovisual,PhotographyandIntranetSharedServicesatMayoClinicinRochester,Minn.PriortohisarrivalatMayoin2000,Warrenspent21yearswithMarshallField’sdepartmentstoresinMinneapolis,wherehemanagedthecorporatemediaproductiondepartmentandadvertisingphotographyoperation.HehasaB.A.inMediaandCommunicationsfromtheUniversityofMinnesota.

Day 1: social MeDia, crisis anD internal coMMunication monday, octoBer 5, 2009

Welcome/introduction 8:15 a.m. - 8:30 a.m.mark ragan,CEO,RaganCommunicationsgregg thomas, ChiefAdministrativeOfficerforMayoClinicinArizona

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Day 1: social MeDia, crisis anD internal coMMunication monday, octoBer 5, 2009

session 2 11 a.m. – noon

AddsocialmediatoyourcrisiscommunicationplanbeforethenextcrisishitsInMarch2009,InnovisHealth–amedicalcenterand21-locationclinicnetwork–founditselfinthemidstofacrisis.Ahistoricflooddisplacedfamilies,closedroadsandschoolsandoverloadedcellularnetworks.Withfloodwatersrisingto40’+,Blackhawkrescuehelicopterslandinginthehospitalparkinglotandablizzardontheway,Innovislaunchedanaggressivesocial

mediaprogramtokeeptheregioninformedaboutserviceaccessibilityandsafety.

In this session, you will learn how to:

• Shapeyourbrandpositionusingsocialmedia

• Handleoutreachcommunicationswhenacrisiserupts

• Takeadvantageofanexternalblogtodeliverinstantupdates

• Measureyourimpactthroughsocialmediachannels

• ManageaTwitterfeed,suchas@innovishealth

• Releasecriticalannouncementstotraditionalandsocialmedianetworks

• Securevideointerviewswithkeymanagement

carol russellisCEOofRussellHerder,anintegratedmarketingcommunicationsfirminMinneapolisspecializinginhealthcareandpublicserviceissues.Thefirmhasrepresentedmedicalcenters,clinicnetworks,specialtypracticesandgovernmentalentitiesnationwideformorethan25years.Carolleadsthefirm’sstrategicpractice,whichisknownforutilizingaward-winningcreative,socialmediaandpublicrelationscampaignstotargetadultconsumers,millennialsandmulticulturalcommunitieswithinsuchemphasisareasasHIV/AIDS,mentalhealth,andclinicandmedicalcenterservicelines.

kris olsonisVicePresidentofMarketing,QualityandPhysicianServicesatInnovisHealth.Aprovenindustryleader,Krisdirectsmarketingcommunicationsfor21multi-specialtyclinicsandaregionalhospitalwithaLevelIItraumacenter.Sheprovidesoversightofqualityimprovement/regulatory/credentialingandstrategymappingforthesystemorganizationaswellasphysicianrecruitingandretentionfora2,500-memberteam.Krisisalsoresponsibleforpatientrelations,volunteersandretailoperations.

netWorking lunch noon – 1:30 P.m.Join your colleagues for a networking lunch! Exchange ideas and business cards and participate in a panel discussion that begins at 12:45 p.m.

Paneldiscussion:HowTwitteristransforminghealthcarecommunicationsPanelmoderatedbyMarkRagan,CEO,RaganCommunications

FollowMarkatwww.twitter.com/MarkRaganCEO

Jill fazakerly,MarketingDirectorforMethodistUniversityHospitalofMemphis

FollowJillatwww.twitter.com/jfazakerly

Betsy mackay, VicePresidentofPublicAffairsfortheChildren’sMedicalCenterinDallas

Followthehospitalatwww.twitter.com/ChildrensTheOne

michelle Blandy, WebContentSpecialistforPhoenixChildren’sHospital

Followthehospitalatwww.twitter.com/PhxChildrens

You’llhearfromcommunicatorsmasteringtheuseofTwitter,webcastingandsocialmediatoolsforlivesurgeriesandprocedures,including:

»MethodistUniversityHospitalofMemphisdeliveredalivewebcastofabrainsurgerytoremoveamalignanttumor.Morethan20,000peoplewatchedapreviewonYouTube

» TheChildren’sMedicalCenterinDallaslive-tweetedduringapediatrickidneytransplanttoencourageorgandonation

»PhoenixChildren’sHospitaljoinedTwittertopromoteevents,educatethepublicwithhealthtips,marketservicesandreportonhealthcarereform

You’ll find out how to:

• Connectwithanolderpopulationmakingitswayonline

• MeasurethebenefitsofusingTwittertoselltheideatoexecutives

• Learntheimportanceofimplementingarobustdigitalstrategy

• Encouragepatientstosharetheirexperiencewiththeworld

• Reachanewgenerationoftech-savvyhealthcareconsumersthroughWebmarketing

• UseTwitterandothersocialnetworkingtoolsintheoperatingroomandbeyond

session 3 1:45 P.m. – 2:45 P.m.

Buildyourhospital’sreputationwithWeb2.0measurementDoyouneedtoaddaboosttoyourhospital’sreputation?Selltheideatoyourleadershipteamthroughmeasurement.DavidBennett,SeniorVicePresidentofInteractiveSolutions

forStayWellCustomCommunications,willtellyouhowtobuildyourhospital’sreputationwithWeb2.0toolsandprograms.

This session will show you how to:

• Createavaluepropositionfortheconsumer

• Revupyourphysiciansandmakethempartofthemarketingteam

• Drivebusinesswithonlineandofflineconsumerengagement

• TrackWeb2.0programsandcampaigns

• LeveragetheWebtocreateefficienciesinmarketingandoperationswhilecreatingmeasurablereturns

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oPening keynote 8:30 a.m. – 9:30 a.m.

It’stherelationships,notthetoolsBlogs,FriendFeed,Twitter,podcasts,Digg—withliterallythousandsofsocialmediatoolsandapplicationsfromwhichtochoose,itrapidlybecomesoverwhelmingtobuildthe

righttoolsintoyourcommunicationefforts.Abetterwaytoapproachsocialmediaistothinkabouttheissuesandchallengesyou’refacingandhowbuildingstrongrelationshipswiththerightpeoplewillimproveyourbusiness.

Inthiskeynote,renownedonlinecommunicationauthorityShelHoltz,ABC,willshowyouhowhospitalshavebuiltrelationshipswithconstituentsusingsocialmedia,producingthekindsofresultsthatmakethehospital’sleadershipsitupandtakenotice.

You’ll learn how to:

• Matchyourcriticalissuestotherightsocialchannels

• Integrateyoursocialmediaeffortintoexistingtraditionalcommunications

• Belocalinaglobalcommunicationsenvironment

• Setabaselineagainstwhichtomeasuretheimpactofyourefforts

david Bennett, SeniorVicePresidentofInteractiveSolutionsforStayWellCustomCommunications,bringsawealthofelectronichealthexperience,includingservingastheDirectorofWebResourceServicesattheMedicalUniversityofSouthCarolina’s(MUSC)HospitalAuthorityduringthepastfiveyears.WhileatMUSC,BennettledthedevelopmentofMUSC’sWeb2.0programs.Inaddition,BennettledthedevelopmentofMUSC’snationallyacclaimedconsumerpodcastingprogram.MUSC’sprogramisthelargestofitskind,withmorethan180participatingphysiciansreachinghundredsofthousandsofconsumersinmorethan150countries.Heoversawthegrowthanddevelopmentoftheinstitution’sonlinemarketingprogram,whichisnowoneoftheleadingmethodsbywhichnewpatientsarerecruitedtoMUSC.Histeam’seffortswonsevennationalawardsinthelastyearalone.

session 4 3 P.m. – 4 P.m.

Top-ratedcancerhospitalmasterstheuseofsocialmediatocommunicateCommunicatingto17,000employeesisn’teasy.Butthecommunicationsteamatthehighest-ratedcancerhospital(according

toUS News & World Report)helpsinspireemployeesworkingsohardtoeliminatecancertogoaboveandbeyond.Thecommunicationsteamcreativelyusespodcasts,anemployeetelevisionchannel,internalblogs,anonlinechatsessionwithexecutivesandothersocialmediachannels.

• Implementthethree“must-have”socialmediacomponents

• Workwithexistingpartnerstoachieveyourgoals

• Bolsteryourreputationwithoutbuildingasinglesocialmediatool

shel holtz bringsmorethan30yearsofexperiencetohisassignments.Hehasauthoredorco-authoredsixbooksoncommunicationalongwithseveralmanualsandcountlessarticles.Heisalsoasought-afterspeaker.Hehasconsultedwithhundredsofcompanies;inthehealthcarearena,hisclientshaveincludedMayoClinic,JohnsHopkinsMedicine,NorthwesternMemorialHospital,TexasHealthResources,ThomasJeffersonUniversityHospitalandtheCaliforniaHospitalAssociation.Heblogsathttp://blog.holtz.comandco-hoststhefirstandlongest-runningcommunications-focusedpodcast,ForImmediateRelease,athttp://www.forimmediaterelease.biz.

FollowShelatwww.twitter.com/shel

session 1 9:45 a.m. – 10:45 a.m.

ReachyourfundraisinggoalswithasocialmediaplanOperationSmilerecognizestheimportanceofsocialmediamarketing.ReneeAlexanderHamilton,inherroleasSocialMediaStrategist,hashelpedcreatestronger

relationshipsthroughvariouschannelsandrecentlylaunchedaTwitter-basedfundraisingcampaign,140Smiles.The140SmilescampaignwaslaunchedasatesttoseeifOperationSmileanditscampaignpartnerscouldharnessthepowerofthe

MeganMaisel,AssociateDirectorofInternalCommunications,willtellyouhowtousesocialmediatoinspireandmotivateyourhard-workingemployees.

You will learn how to:

• Broadcasttoemployeesthroughinternaltelevisionwithfreevideosandlowstart-upcosts

• Launchablogtocommunicatedetailsaboutyourfinancialsituationandgeneratewrittenengagement

• Connecttoemployeesduringemergenciesthroughblogstoallowtheexchangeofphotosandinformation

• UseYammerasaneffectivetooltomakeconnectionsacrossyourinstitution

• Chatwithaseniorleaderonafocusedtopicwithanonline,real-timechatsession

megan maisel istheAssociateDirectorofInternalCommunicationsforTheUniversityofTexasM.D.AndersonCancerCenterinHouston,whereshefocusesonmulti-waycommunicationprogramsfortheorganization’s17,000employees.PriortojoiningM.D.AndersonsevenyearsagoatthestartofitsInternalCommunicationsprogram,MaiselwasanemployeecommunicationsspecialistforHouston-basedContinentalAirlines.Sheworkedforseveralyearsintelevisionandradionews,asanassignmentseditorforKHOU-TVChannel11,theHoustonCBSaffiliate,andonthenewsdeskatHouston’sNewsradio740,KTRH.MaiselhasaB.A.inRadio/TelevisionfromtheUniversityofHouston.

Day 2: Marketing, external coMMunications, MeDia anD Prtuesday, octoBer 6, 2009

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laurie Wilshusenhasworkedinhealthcaremarketingsincethelate1980sasaresearcherandaconsultantandcurrentlyontheprovidersideatMayoClinic.Lauriereceivedbachelor'sandmaster’sdegreesattheUniversityofNebraska.Sheconsultedformanyofthemostrespectednamesinhealthcare,includingproviders,devicemanufacturers,pharmaceuticalcompaniesandhealthplans.Aftercompletingmorethan50projectsforMayoClinic,shemovedtotheproviderside,spendingsevenyearsintheMarketingDivisioninRochester,Minn.,andmovingtoScottsdaleinJanuary2007asDirectorofMarketing.

netWorking lunch noon – 1:30 P.m.

Join your colleagues for a networking lunch! Exchange ideas and business cards and participate in a panel discussion that begins at 1 p.m.

30ideasin30minutes:Thebestsocialmediaideasof2009fromtheworld’stophealthcarecommunicators

Warning:Onlypractical“do-it-right-now”ideasareallowed

Haveyoueverseenconferenceattendeesscribblingideassofastthattheirhandscrampup?No?Well,you’llseeitduringthistip-packedbestideassession.Grabyournotebooks,dothosehandexercises,andgetreadytotakedownthemostpractical,real-world,provenstrategiesforusingsocialmediatoengageemployees,promoteyourorganizationandbecometheenvyofyourdepartment.

PanelmoderatedbyMarkRagan,CEO,RaganCommunications

lee aase, ManagerofSyndicationandSocialMediaforMayoClinic

shel holtz,ABC,PrincipalofHoltzCommunication+Technology

megan maisel, AssociateDirectorofInternalCommunicationsforTheUniversityofTexasM.D.AndersonCancerCenterinHouston

renee hamilton,SocialMediaStrategistforOperationSmile

session 3 1:45 P.m. – 2:45 P.m.

Teamupwiththemediatoeducatethepublic,deliverhealthnewsandmarketyourservicesHowdoyougetyourmessageout?Thisnonprofithospitalteamsupwithlocalradio

andTVstationstopopulatemediahealthWebpagesasapartner.

Day 2: Marketing, external coMMunications, MeDia anD Prtuesday, octoBer 6, 2009

Twittercommunitytoprovide140surgeriestochildrenaroundtheworld.Thetotalfundraisinggoalwas$33,600.Reneewillsharetheresultsanddetailsaboutthiscampaign,aswellashowtheOperationSmileteamusessocialmediatoshareitsstory.

You’ll learn how to:

• Maximizeyourresourcesforthegreatestimpactonsocialmediachannels

• Understandthephilosophybehindusingsocialmediaasadonorrelationstool

• DeterminecreativeROI(it’snotjustaboutdollarsande-mailsanymore)

• Getstartedusingsocialmediaforyourbusiness

renee alexander hamiltonenteredthenonprofitsectorworkingfortheinternationalchildren’smedicalcharityOperationSmiletwoyearsago.SheworkedwithateamtocreateadynamicDonorRelationsTeambasedontheDonorFirstphilosophy.WithhernewroleasSocialMediaStrategist,Reneeisdedicatedtousingsocialmediafordonorengagementandrelationshipbuilding.OperationSmile’sadventuroussocialmediaplanincludesinnovativewaystointegrateevent-basedfundraisingandpromotionswiththelatestsocialmediatools.Reneehasbecomesoughtafterforconsultingonnonprofitandfor-profitsocialmediacampaignsandlooksforwardtohelpingpeopleembracesocialmediaasameanstocomplementanewconsumer-centricparadigminpublicrelationsandmarketing.

session 2 11 a.m. – noon

Connectingsocialmediawithword-of-mouthstrategyMayoClinicisthemostpreferredhealthcarebrandintheUnitedStatesfora“seriousmedicalcondition,”buthowdidthathappen?Satisfiedpatientsfromaroundthe

worldhaveregaledtheirfriends,familyandtotalstrangerswithstoriesofboththeexcellentcaretheyreceivedandthewarm,organizedwaythatcarewasdelivered.Word-of-mouthhasbeenMayo’sprimarysourceofpatientsformorethen100years,althoughthemeansofcommunicationhaveexpandedfromcoffeeshopconversationstopowerfulweb2.0tools.

In this session you will learn how to:

• Amplifypositiveword-of-mouthbyusingsocialmediatools

• Connectsocialmediastrategieswithmarketingobjectives

• Evaluatethevalueofsocialmediatoolstowardmeetingmarketingobjectives

• Demonstratethevalueofword-of-mouthandsocialmediatotheC-suite

• Enlistthesupportofphysiciansandstaffinrecruitingpatientstousesocialmedia

• Inspirepatientstocommunicatetheirpositiveexperienceswithothers6

closing keynote 4:15 P.m. – 5:15 P.m.

GetyourstoryouttotargetaudienceswithsocialmediaDoyouneedtoexpandandenrichtheconversationsyouhavewithyourtargetaudiences?

JoinHollyPotter,VicePresidentofPublicRelationsforKaiserPermanente,andDr.TedEytan,aboard-certifiedfamilyphysician,fortheinsidestoryaboutKaiserPermanente’ssocialmediaexperience.

You’lllearnabouttheimperativetousesocialmediainhealthcaretosupportstakeholdersincludingmembers,staffandphysicians,andthebestapproachesutilizedtodate.KaiserPermanente,thenation’slargestnot-for-profithealthplan,servesmorethan8.6millionmembers,withheadquartersinOakland,Calif.

This special keynote will show you how to:

• Leadorganizationalconversationsabouttheuseofsocialmedia

• Buildandleveragetherightsocialmediatoolstoreachyourtargetaudience

• Usesocialmediatoolsto:

• Expressyourpointofviewonpolicyissues

• Encourageconversationaboutyourworkonbehalfofpatients

• Supportinternalcommunication,leadershipandchangemanagement

• Setappropriatemeasuresforsuccess

holly PotterleadsanddirectsallpublicrelationsactivityonbehalfofKaiserPermanente,thenation’sleadinghealthcareproviderandnot-for-profithealthplan.SincejoiningKaiserPermanente,HollyhasbeeninstrumentalinshapinganddevelopingKaiserPermanente’spresenceandconversationintheonlineandsocialarena.

ted eytanisboardcertifiedinfamilypracticewithaninterestinpatientempowermentandpatient-centeredhealthinformationtechnology.HeusessocialmediatopromoteKaiserPermanente’sworkandhisinvolvementwithhealth2.0andhealthIT.HeworksasaMedicalDirectorforDeliverySystemsOperationsImprovementforthePermanenteFederation,LLC.Hisexperienceisinworkingwithlargemedicalgroupsandtechnologiststobringhealthcareconsumersusefulinformationanddecision-makinghealthtoolstoensurethatpatientshaveanactiveroleintheirownhealthcare.

Thehospitaldeliversreportedpiecesfromateamoffreelancersfeaturinginterviewswiththehospital’smedicalexperts.

• TrackmarketingeffortsthroughWebtraffic

• FeaturemedicalexpertsinreportedpiecesonmediaWebhealthpages

• Partnerwiththemediatogetyourstoryout

• Getyourstoryoutworkingoffatightbudgetandlimitedresources

rhonda mannistheDirectorofMarketingCommunicationsatBethIsraelDeaconessMedicalCenter,Boston—ateachinghospitalofHarvardMedicalSchool.ShecametothejobinJanuary2007after23yearsinbroadcasting—includingservingasnewsdirectoroftwoindependenttelevisionstations,andshewasthefirsttoputatelevisioninvestigativeteamontheairinthestateofMaine.For12years,sheworkedasexecutiveproduceratWCVB-TV,oneofthepremierenetworkaffiliatesinthecountry.There,amongotherthings,sheheadedthehealthunit,servingasahealthreporterandproducerforDr.TimothyJohnson.MannalsoproducedanumberofpiecesforABCTelevision,including“GoodMorningAmerica”and“20/20.”

session 4 3 P.m. – 4 P.m.

Don’tjustpitchthemedia—BethemediaItisn’taneither/orproposition:Gettingyourmessageoutthroughmainstreammediacoverageisstillimmenselyvaluable,bothbecauseofthejournalisticthird-partyvalidationandthescaleofaudiencesyouareabletoreach.Socialmediatoolscanhelpyoupitchyourstoriestojournalistswhilealsoreachingpeopledirectlywithin-depthinformationtheycan’tgetthroughthemainstreammedia.

In this session you will see examples of Mayo Clinic’s success and learn how to:

• Applysocialmediatoolswithalmostzeroout-of-pocketexpensetoleveragemainstreammedia

• Give‘emwhattheyneedandmakeiteasy

• Increasethereachandshelflifeofyourstories

• Createbuy-inbytrainingyourbroaderpublicaffairsandmarketingstaff

karl oestreichleadsthenationalmediarelationsteamatMayoClinicinRochester,Minn.HejoinedMayoinJuly2008withmorethan20yearsofhealthcareexperience;healsohasexperienceasanewsandsportsreporter.HeholdsaMasterofBusinesscommunicationdegreefromtheUniversityofSt.Thomas,St.Paul,Minn.andaBachelorofArtsdegreeincommunicationfromtheUniversityofMinnesota,Duluth.

Joel streedisamemberofthesyndicatedandsocialmediateamatMayoClinic.AMinnesotanative,JoelholdsaB.S.inMassCommunicationsfromSt.CloudStateUniversity.Aformerreporter,producerandnewsdirector,hejoinedMayoClinicaftermorethan10yearsinbroadcastjournalism.

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