showcasing community - the new mayo clinic smhn
TRANSCRIPT
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Showcasing Community at the New SMHN WebsiteLee Aase, Dan Hinmon, Colleen Young
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Why we created a new website and what we learned doing it.
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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
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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
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Identify and Confirm Resources
Dedicate resources to move the community to the next level.
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Redesign Team• Web Platform: CareHubs• Vision/Project Manager: Colleen Young• Community Director: Dan Hinmon• Editorial Director: Meredith Gould• Project Owner: Lee Aase
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Keys to a Successful Online Community
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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.
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Start Small and GrowToday we have:
• 1800+ Premium Members• 5,000+ Basic Members
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Do Your Research• Extensive discussions and interviews
during the past year.• Ongoing research includes:
• Continuing discussions.• Feedback on site.• A/B testing.
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The Audithttps://flic.kr/p/
hkPUxp
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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.
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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
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An online community is …
… a group of people who share a strong common interest, form relationships and interact online.
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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.
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2. Establishme
nt
3. Maturity
4. MitosisDeath
1. Inception
Iriberri A. and Leroy G., 2008. Millington R., FeverBee.com, 2015.
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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.
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What Made the First Cut
• Biggest strategic impact• Most important to the members• Generate revenue for sustainability• Easiest to do
Sutherland J., SCRUM, 2014.
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The Tour
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Design for Community FirstStrike the right balance between
function and design.
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Optimize for Mobile
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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
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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
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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?
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Questions?