social in seattle: how children's hospital boston uses social media to communicate and...
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In this presentation, given at the Ragan Communications Conference in Seattle from April13-15, Matt Cyr talks about how Children's Hospital Boston uses Facebook, blogs, Twitter and YouTube to connect with its patients, families and physicians.TRANSCRIPT
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Social in SeattleThe Role of Social Media in Engaging Patients, Employees and the Media
April 13-15, 2011
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Today’s agenda• Why social media? – Health care– Children’s Hospital Boston
• Getting started in social media• Children’s social media efforts– Blogging– Facebook– Twitter– YouTube
• Some nuts and bolts• Final thoughts and Q and A
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Why is health care using social media?
• Our jobs have changed• The tools have changed• Our audiences, their needs
and expectations have changed
• Incredible opportunities to inform and engage, all while building your organization’s brand
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Why is Children’s doing it?
• Open up two-way communication• Position us as a leader in pedi health info• Build online brand and reputation, which
contributes to brick and mortar reputation• Augment and enhance website activities• Respond in real-time to service issues,
complaints and opportunities• Spread awareness of our services; drive
volume
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The social media SEA• Strategize:
– How do social media efforts help accomplish the organization’s goals?
• Execute/Engage: – Share great stories, voices, images,
videos – Amplify your message using
available internal and external resources
– Identify and connect with others; quid pro quo
• Assess: – How did it go?– Replicate successes, learn from
failures
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Blogging• Children’s blogs:– Thrive: Pediatric health,
wellness and parenting– Vector: Science and innovation
• Benefits:– Platform to share timely,
relevant news and info– Real-time feedback on content– Control messaging– SEO benefits– Brand building
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Blogging• Decide what your
blog is—and isn’t• Different medium, same
rules• Take chances,
encourage opinions, court controversy, inject personality
• Let others do the talking
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Blogs push your expertise
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Children’s on Facebook• 550,000 likes: Largest hospital
Facebook page in the world• 19 total pages• Posts viewed approx. 100 million times• Benefits:– Everyone’s there; it’s part of everyday life– Very easy to share and interact– Great, cost-effective way to push out
content
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Facebook how-to’s• How we use Facebook:– Share our stories– Place for people to share their stories – Service recovery tool – Morale builder for staff and families– Political engager – Source of referrals
• Create something that will engage your audience• Give people the chance to talk about themselves
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Facebook breaks down walls and opens doors
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Children’s on Twitter• 15 Twitter handles, all
separately maintained• 11,500 total followers• Benefits:– Real-time communication– Push out our content– Personal touch; easy to
build relationships– Cheap and easy to maintain
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Twitter how-to’s• Followers/Following– Connect with reputable, like-minded organizations– Quality and quantity
• Keep it relevant– Push the conversation with interesting, current info – Less likely to get lost in the din– Extremely limited window of opportunity
• Share and share alike – Promotes good will, brings good content to your
followers and can lead to more re-Tweets
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Twitter is connection and conversation
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Children’s on YouTube• Patient stories, clinical info
and calls to action• Takes advantage of #2
search engine in the world• Nearly 1,000 videos • 350 subscribers • 250,000 views• 17,500 views/month• Video shows your org like
nothing else
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YouTube brings your organization to life
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• New 1st trimester test for Down syndrome
• Thrive post by doc who treats Down and has a sister with it
• Controversy and positive reaction• 10,000 views• Shared widely on other blogs• Hundreds of comments• Thousands of social reactions
When it all comes together
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Nuts and bolts• HIPAA and Legal• Huddles help maximize
collaboration, coordination and communication
• Know the tools; use them every day
• Watch the data and searched terms
• Give your social media efforts the time, resources and attention they require
Huddles help you get your ducks in a row.
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• Dedicated – 1 Social Media Specialist
• Significant responsibilities– 3 directors– 2 writer/editors– 1 media team member– 1 videographer
• Not insignificant responsibilities– Many staff throughout department
• Plus one very talented pediatrician, mother and writer
Staffing
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Last thoughts• Share the good stuff; make a plan for dealing
with the bad stuff• You can’t buy buy-in; building trust throughout
the organization will pay off• Don’t be afraid to fail• Health care’s compelling, important, always
relevant—communicate that• And don’t forget…
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There’s still a place for print
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ContactMatt Cyr – Director, Patient and Family Communications• [email protected]• Twitter: – @mattcyr – @childrensboston– @thrivechildrens
Complete listing of Children’s social media at: childrenshospital.org/socialmedia