beyond the brink - nhs social media goes mainstream

Beyond the BrinkSocial Media goes mainstream

Joe McCrea Keynote - March 2016

@jbmccrea

#emlasome2016

•Seeing brand new research for the first time • The changing pattern of NHS use of social media • How NHS practitioners currently approach social media and

where they’d like to get better • Looking at 2 examples of good practice

• MIND • East Leicestershire and Rutland CCG

•Getting ‘heads-up’ on a new tool being developed in the NHS market

What are we doing in this session

The afternoon masterclass will feature practical exercises, ‘how

to get real’ tips and further examples

#emlasome2016

This time last year…#emlasome2016

“There are increasing signs that the NHS is finally ready to step up to the mark and bring social

media into mainstream core business operations, delivering

real value and improvement across activities such as listening, engagement,

improvement and collaborative innovation.”

On the brink….#emlasome2016

Hot off the press…a sneak preview#emlasome2016

“Just as we predicted, Social Media has now entered the

mainstream. This leads to new challenges and a new

imperative to for social media to get real”

Just as we predicted…#emlasome2016

•Because we’ve moved into the mainstream

•Because everyone and everything needs to show real value

•Because we can genuinely make a difference

Why does social media need to get real?#emlasome2016

The changing pattern of NHS Social Media

use

#emlasome2016

2014 2015

2014 2015

A JustTwi*er 27.98% 39.51%

B Twi*er,YouTubeandFacebook 20.94% 22.02%

C NoSoMe 20.35% 5.56%

D Twi*erandFacebook 13.50% 14.61%

E Twi*erandYoutube 7.83% 8.23%

F Non-big4 6.46% 6.79%

G

Twi*er,Facebook,Youtube,LinkedIn

1.96% 2.06%

H Twi*erandLinkedIn

0.39% 0.41%

I Twi*er,YouTube,LinkedIn 0.39% 0.41%

The changing pattern of NHS Social Media use

Exclusive - from forthcoming NHS Providers and J B McCrea Ltd Report “Beyond the Brink - the second annual analysis of NHS Social Media” - to register to receive copy of free Report e-mail enquiries@jbmccrea.com

#emlasome2016

Use Social MediaDon't use Social Media

More than 9 out of 10 NHS orgs now use Social Media

Exclusive - from forthcoming NHS Providers and J B McCrea Ltd Report “Beyond the Brink - the second annual analysis of NHS Social Media” - to register to receive copy of free Report e-mail enquiries@jbmccrea.com

#emlasome2016

More than 100,000 EXTRA Twitter accounts began to follow @dhgovuk,

@nhsengland, @theKingsFund, @nhsconfed or @HSJnews during 2015

Exclusive - from forthcoming NHS Providers and J B McCrea Ltd Report “Beyond the Brink - the second annual analysis of NHS Social Media”

- to register to receive copy of free Report e-mail enquiries@jbmccrea.com

100,019 #emlasome2016

How do you grow your networks and

communities in social media?

#emlasome2016

How well do you or your organisation research and interact with your networks and communities via social media?

#emlasome2016

We create our social media accounts and expect people to find us

#emlasome2016

We actively advertise our social media accounts by traditional

channels

#emlasome2016

We analyse the FOLLOWERS of social media accounts we most frequently engage with on social media, but who DON'T

FOLLOW OUR SOCIAL MEDIA ACCOUNTS

#emlasome2016

We put effort into using social media to find and interact with Seldom Heard groups and individuals

#emlasome2016

#emlasome2016

#emlasome2016

#emlasome2016

#emlasome2016

#emlasome2016

https://www.youtube.com/watch?v=kPC2aspetRk

#emlasome2016

 What feature or new tool would you find most useful to

help you grow your social media networks or

communities??

#emlasome2016

 My own personal page where I could advertise and update all my social media accounts for others to follow

#emlasome2016

A page for my organisation where I could advertise and update all of its social media accounts for others to follow

#emlasome2016

A tool to find the FOLLOWERS of social media accounts we most frequently engage with on social media, but who DON'T FOLLOW

OUR SOCIAL MEDIA ACCOUNTS

#emlasome2016

A search facility to find all the social media accounts of other NHS and health-related organisations for me to follow

A tool to find and engage with Seldom Heard groups and individuals

#emlasome2016

A tool to find followers of social media accounts associated with particular strands of my/our work (e.g. conditions, services,

demographics, engagement or consultation exercises)

#emlasome2016

Mind the Gap!

Mind the Gap! - Local Healthwatch and national NHS accounts

60,000 people follow a local Healthwatch Twitter account75% of people who follow a local Healthwatch Twitter account DO NOT follow ANY of:@NHS England, @dhgovuk, @CareQualityCommission, @HealthwatchE OR @NHSCitizen

Follows local Healthwatch but no national NHS accountFollows local Healthwatch and at least one national NHS account

Source: J B McCrea Ltd “Find SoMeone in Health” Data store

#emlasome2016

Mind the Gap! - Local Healthwatch and their local NHS Trust

On average, less than 5% of people follow BOTH their local Trust AND their local HealthwatchOn average, 81% of local Healthwatch followers do not follow their local TrustOn average, 94% of local Trust followers do not their local Healthwatch

Follows the organisation but not its HealthwatchFollows both the organisation and its HealthwatchFollows the organisation's Healthwatch but not the organisation itself

Source: J B McCrea Ltd “Find SoMeone in Health” Data store

#emlasome2016

• 504 people or organisation follow the Twitter accounts of the @Leicester_Merc AND @NHSEngland but not @NHSELRCCG, including ‘Active Oadby Wigston’ and ‘Rutland C Spirit – working to support people in rural areas’;

• 589 people or organisations follow @MINDCharity and the @Leicester_Merc, but not @NHSELRCCG, including Action Homeless - a Leicester and Leicestershire charity tackling the causes and consequences of homelessness;

• Over 800 people or organisations follow @carersUK and the @Leicester_Merc but not @NHSELRCCG; and

• 1,150 people or organisations follow @MumsnetLeics but not @NHSELRCCG

Minding the gaps#emlasome2016

How we minded the gap#emlasome2016

• Personal and/or Organisational Pages with social media details

• Social media accounts of NHS and health-related organisations

• A tool to find the FOLLOWERS of social media accounts we most frequently engage with on social media, but who DON'T FOLLOW OUR SOCIAL MEDIA ACCOUNTS

• A tool to find and engage with Seldom Heard groups and individuals

• A tool to find followers of social media accounts associated with particular strands of work

Coming later this year….#emlasome2016

Coming later this year…

findsomeoneinhealth@jbmccrea.com

#emlasome2016

•Seen brand new research for the first time• The changing pattern of NHS use of social media• How NHS practitioners currently approach social media and

where they’d like to get better• Looked at 2 examples of good practice

• MIND• East Leicestershire and Rutland CCG

•Got ‘heads-up’ of a new tool being developed in theNHS market

What we’ve done in this session

The afternoon masterclass will feature practical exercises, ‘how

to get real’ tips and further examples

#emlasome2016

Beyond the BrinkSocial Media goes mainstream Joe

McCrea Keynote - March 2016joe.mccrea@jbmccrea.com

@jbmccrea

#emlasome2016