nhs leadership academy nye bevan programme 2016
TRANSCRIPT
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Social Media Masterclass by Joe McCrea
Getting real with Social Media
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• Because social media has moved from being the new kid on the block into the mainstream
• Because in the current climate everyone and everything needs to show real value
• Because social media can genuinely make a difference
Why do we need to get real?
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•Recognise the opportunity•Understand what the NHS is using•Debunk the myth about social media skills•Practice Social Media behaviours•Produce good Social Media content•Avoid Social Media pitfalls•Learn how to find your key accounts•Integrate your social media with core activities•Appreciate the power of Mobile
What we will cover
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Recognise the Social Media opportunity
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When to engage?• As early as possible when strategies are being formulated
• When service change is envisaged - (e.g. new care model, new patterns of provision)
• When change in attitudes or behaviours is required from users - (using local services more intelligently, not turning up to A&E, getting a flu vaccination at the pharmacists)
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The change challengeWhat would persuade you to support changes in your local NHS services?
Source: NHS Confederation survey - Autumn 2014
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If your local NHS needs to change how it provides care, how do you want to be involved in this process? ?
Source: NHS Confederation survey - Autumn 2014
The change challenge
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If your local NHS needs to change how it provides care, how do you want to be involved in this process? ?
Source: NHS Confederation survey - Autumn 2014
The change challenge
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You said there were changes to your local NHS service within the last 5 years you strongly supported/opposed. Did you undertake any of the following forms of action to express your views?
Source: NHS Confederation survey - Autumn 2014
The change challenge
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You said there were changes to your local NHS service within the last 5 years you strongly supported/opposed. Did you undertake any of the following forms of action to express your views?
Source: NHS Confederation survey - Autumn 2014
The change challenge
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Trad vs Social…Your
traditional comms and engagement
channels
Your own Social Media
Interaction with others’ Social Media
Local patient groups
Local politicians
Local and NHS Trade
Media
National News and Political Media
Benefit from and tend to prefer
smooth, positive engagement
Have a vested interest in
maintaining a positive local relationship
You have editorial control of what is said in your name
Can be deployed by you instantly and
cheaply
You have instant public or private
response or right of reply
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So what does that tell us of the opportunity?
• Local people value engagement from the NHS via consultations, surveys, staff views and social media more than one-to-one conversations on health matters with their local politicians
• By combining social media with surveys, consultations and open dialogue with local patient groups - the NHS can meet the preferences of large sections of local people - particularly those not already ‘in the system’
• Social Media is - compared with other communication channels - cost-effective, instant, flexible and in your control
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Understand what the NHS is using
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A year and a half ago…
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“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….
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Hot off the press…a sneak preview
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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%
Exclusive - from forthcoming 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 [email protected]
NHS Social Media use
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Use Social MediaDon't 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 [email protected]
More than 9 out of 10
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More than 100,000 EXTRA Twitter accounts began to follow @dhgovuk,
@nhsengland, @theKingsFund, @nhsconfed or @HSJnews between
2015-16 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 [email protected]
100,019
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Debunk myths about Social Media
skills
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How many of you have…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?
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How many of you 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?
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ALL the skills you need for these…
Are involved in doing these
They simply need applying in new
ways
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Practice Social Media behaviours
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Activity One - Cluedo
324 possible permutations
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• it’s all about following and being followed
•engagement brings rewards and recognition and response
•Tell it small, tell it often
Activity One - Cluedo
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Produce good Social Media content
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Activity Two - Attention Grab
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Name me three reasons why you would choose one channel’s or organisation’s
content over another
Activity Two - Attention Grab
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It’s all about the NEW 3 Rs
X •Recent•Relevant•RewardingX
Wordsare trumped by are trumped by
Activity Two - Attention Grab
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Avoid Social Media pitfalls
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Remember how we solved Cluedo?…
Activity Three - Time Lords
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•knowing HOW is not enough - it’s about WHO
• think about WHAT they would be interested in and who they FOLLOW
•plug your GAPS
Activity Three - Time Lords
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Mind the Gap!
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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
Mind the Gap!
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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
Mind the Gap!
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• 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
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Mosaics and Combination Codes
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• There are estimated 15 million UK Twitter followers
• We identified the 238,927 accounts with the strongest interest in the NHS
• We ranked the 4,528 of these who follow @theKingsFund and @hsjnews and @NHSEngland and @CareQuality Comm and @nhsconfed
• That’s less than 5,000 out of 15 million -the crucial 0.003%
The National Followers
Source: J B McCrea Ltd “Find SoMeone in Health” Data store
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In the top spot was the comms team for @MINDCharity .
There were some amongst the top 50 of this group that could readily have been predicted, for example:• @NHSLeadership• @MidwivesRCM• @ProfSteveField• @profchrisham• @rcgp
But there were also some surprises and some less well known stealth revolutionaries in the top 50, for example:• @claireOT - occupational therapist• @sagefemmeSB - midwife• @CombatStress - veterans mental
health charity• @pauljebb1 - asst director of nursing• @BobHudson - public policy academic
The National Followers
Source: J B McCrea Ltd “Find SoMeone in Health” Data store
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Activity Four - Mosaics and Combination Codes
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How would you uniquely define your stakeholders’ mosaic of interests? How would you combine the connections between them and the Twitter accounts they follow?
Activity Four - Mosaics and Combination Codes
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How this CCG minded the Gap!
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• 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
What it contains….
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In the meantime…
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Populate and Integrate
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Integrate…your social media…
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with your webyour social media…Integrate…
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your social media / web…Integrate… with your membership
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Integrate…it all…into your strategy and operations
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Go Mobile and Real-Time
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Go Mobile
“Smartphones have become the hub of our daily lives”
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Go Real Time
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Go Real Time
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Go Real Time
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Go Real Time
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Go Real Time
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•Recognise the opportunity•Understand what the NHS is using•Debunk the myth about social media skills•Practice Social Media behaviours•Produce good Social Media content•Avoid Social Media pitfalls•Learn how to find your key accounts•Integrate your social media with core activities•Appreciate the power of Mobile
What we will cover
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Social Media Masterclass by Joe McCrea
Getting real with Social Media