SJHS Social Media Landscape

The Social Media Landscape

Jennifer Elliott
May 7, 2009

What is Social Media?

• The simplest way to explain social
media…

05/07/09 Jennifer Elliott

… and more


Just kidding… but not really.

Official definition:

Social Media -
The online tools and platforms that
people use to share opinions,
insights, experiences, and
perspectives with each other.


In other words:

Social media is communication…
powered by:


Two Important Questions -

1. How could SJHS and its ministries leverage
social media for marketing and promoting
their brands?

2. How could social media affect SJHS and its
ministries?


Discussion Agenda

Key Social Media Tools
1

Tools to Be Aware Of
2

Thoughts & Recommendations
3

Questions / Answers
4


1. How could SJHS and its ministries
leverage social media for marketing
and promoting their brands?


Use of Internet for Health Information


Online sources for health information
• 67% use search engines to find
information (default gateway for online health
information)
• 46% use health portals (WebMD,etc)
• 34% use other social media (blogs, social
networks, etc)

• 36% want to see what other consumers
say about medication / treatments

Source: Opinion Research Corporation - How America Searches:
Health and Wellness – January 2008


Communication Preferences
By Audience .
Born before Born Born Born
1946 1946 - 1964 1965 - 1981 1982 - 2000
Not so serious;
Style Formal Semiformal
irreverent
Eye-catching fun

Attainable within Get to the point –
Chunk it down but If and when I need
Content reasonable time
give me everything
what do I need to
it, I’ll find it online
frame know?
Relevance to the
Relevance to my bottom line and my
Relevance to what Relevance to now,
Context security; historical rewards
matters to me today and my role
perspective

Openly questions
Accepting and Accept the “rules” OK with authority
authority; often
Attitude trusting of authority as created by the
branded as cynics
that earns their
and hierarchy Veterans respect
and skeptics
Source: Communication World, March-April 2008, p.20; IABC.com/cw


Communication Preferences
By Audience cont.
Born before Born Born Born
1946 1946 - 1964 1965 - 1981 1982 - 2000
Print; conventional
mail; face-to-face Online; some
dialogue or by Print; conventional face-to-face (if Online; wired;
mail; face-to-face they’re really seamlessly
Tactics phone; some
dialogue; online needed); games; connected through
online information
and interaction tools and resources technological technology
interaction

Attainable within Immediate; when
Speed reasonable time Available; handy Five minutes ago
frame I need it

In digestible
Frequency amounts
As needed Whenever Constant

Source: Communication World, March-April 2008, p.20; IABC.com/cw


Leveraging Social Media

• RSS feeds • Webcasting*
• Podcasting* • eCards
• Video-on-demand • eNewsletters*
(vodcasting) • Micro-blogging
• Blogs/Journals • Expert-to-consumer
(SJHS/MD/Patient) Q & A*
• Health tools/widgets • Mobile media

* Located in Appendix


RSS Feeds (Really Simple Syndication)
Click icon for video explanation
• WHAT IS IT: (Need Internet Connection)
Ability for user to
subscribe to regularly
updated content so they
automatically get updates
when made

• POTENTIAL USE:
• Hospital Press Releases
• Hospital News/Announcements
• Podcasts/Vodcasts
Notes / Cautions:
• Blogs •Free to use
•Use standard logo
•User needs RSS feed reader to use
– also called aggregators


Vodcasting (Video-on-demand)
• WHAT IS IT?:
Syndication of video files
(mp4) available for play on
demand, by download, or
RSS feed

• POTENTIAL USE:
• Reuse existing video
• Hospital Information / Virtual
Tours
• Construction Updates Notes / Cautions:
• Educational Series •Target video length = under 3 min
• Patient Stories •Potential bandwidth concerns
• Career Opportunities depending on hosting arrangement
• Community Involvement •Viewers w/o broadband = non-
optimal playback


Vodcasting - Examples


Blogs / Journals
• WHAT IS IT?:
Short for “web log” - An online
journal comprised of links,
images, video and postings in
reverse chronological order. Most
allow comments/feedback. Think
keynote speaker/ expert panel
• POTENTIAL USE:
• Establishing Online Customer
Relationship
• Topic Experts (MDs w/ Service Notes / Cautions:
Line) / Key Spokesperson •Potential to build relationships w/
• Patients prospective patients
• Hospital PR / Communication
•Aids in achieving transparency
– Established Channel PRIOR to
Crisis • ‘humanizes’ BIG health system
– Events •Blog must be kept current /
– Construction
monitored for comments – or does
– Notices – Information
– Customer Service
more harm to brand
•Opens 2-way communication
•Be prepared / have plan for negative
feedback/comments

Blog - Examples


Health Apps / Widgets
• WHAT IS IT?:
Small applications that provide
functionality and content online,
distributed through a potentially
limitless number of websites.
They are uploaded onto desktops
or sites (personal sites, profile
pages, blogs) by end users.

• POTENTIAL USE:
• Marketing / Brand Awareness
• General Health Tips / Headlines
• Daily BP / Blood Glucose Tracker
Notes / Cautions:
•Widgetbox.com – Free widget
• Gift Shop Promotions
wizard
• Topic Related Screenings / Info
•Could be costly to create
• Insurance Plan Info
•Original & customized widgets need
• Interactive Games (kids+health)
computer programming


eCards
• WHAT IS IT?:
Small greeting with image
and personal message
usually sent by user to
another user via email
• POTENTIAL USE:
• Fundraising
• eGreeting during hospital stay
• Branded reminders for users
to send loved ones for
important screenings, events,
promotions Notes / Cautions:
– Breast Cancer Month •Very easy to implement
– Colon Cancer Month •Might need minimal outside
– Wellness Events (Relay for programming
Life)
•Could be distributed via widget


Microblogging - Twitter
• WHAT IS IT?:
A form of blogging that allows
users to post brief text updates –
usually under 200 characters.
They might include links to
photos or audio clips -- to be
viewed by the public or fed
directly to subscribers by RSS.
These messages can be
submitted by a variety of ways,
including text messaging, instant
messaging, email, digital audio or
the web.
Notes / Cautions:
• POTENTIAL USE: •Free set-up
• Establishing Online Customer •Must be monitored / kept up to date
Relationship
for success
• Delivery of Press Releases /
Announcements •Best if managed by one person to
• Crisis Communication – keep consistent tone
Pandemics, Trauma
•Can help build consumer
• Commentary on Specific
Healthcare Topics relationships
• Patient Stories •Have a plan and think out clearly
before “jumping in”


Microblogging – Twitter examples


Mobile Media
• WHAT IS IT?:
Data and content
delivered / accessed
through a mobile device
such as a PDA or cell
phone
• POTENTIAL USE:
• Text Message Marketing www.stjoe.org
Click to play
video overview
• 2D Barcode Marketing
• Mobile websites
Notes / Cautions:
•Message delivery is dependant on
user’s mobile device – do they have
camera? Do they have barcode
reader?
•Need barcode generator – easy
•Some applications offer to the
minute tracking & geographic
locations

Mobile Media – Mobile Website
• WHAT IS IT?:
Version of website
delivered via mobile
device
• POTENTIAL USE:
• Mobile ‘dark’ site
• Emergency information
(location / directions / phone
numbers)
• Doctor Finder (location/phone)
• Wellness Articles Notes / Cautions:
• Health Tips •Simply adding script to website so
lean version appears on phones
•If possible, should really be done


Recap So Far:

• RSS feeds • Webcasting
• Podcasting • eCards
• Video-on-demand • eNewsletters
(vodcasting) • Micro-blogging
• Blogs/Journals • Expert-to-consumer
(SJHS/MD/Patient) Q&A
• Health tools/widgets • Mobile media

These Items Allow the Ability
to ‘Retain Control’


• BUT… Social Media is not always
neat and it’s not always controllable


Additional (not always controllable) ways for
SJHS leverage social media for marketing and
promoting brand

• Blogs • Microblogging
• YouTube® (Twitter)
• Health Portals* • Online gaming*
• Expert-to-consumer • Discussion boards*
Q & A* • List Servs*
• Social Networking
• Mobile Media
* Located in Appendix


YouTube ®
• WHAT IS IT?:
A video sharing
website where users
can upload, view and
share video clips.

• POTENTIAL USE:
• Establishing Online
Customer Relationship
• Reuse existing video
• Hospital Information / Virtual
Tours Notes / Cautions:
• Construction Updates •Additional exposure to subscriber’s
• Educational Series
viewers
• Patient Stories
• Career Opportunities •Video hosted on YouTube – less
• Community Involvement bandwidth concern
•Viewers can leave comments, rate
•Can’t control ‘related videos’ that
appear


YouTube ® - example


Social Networking (Social Graph)
• WHAT IS IT?:
The process of creating
relationships using forums, blogs,
micro-blogging, etc between a
user and other people based
upon some formal social graph.
• SOCIAL GRAPH: A map of the
relationships between individuals,
ranging from casual
acquaintance to close familial
bonds. These mappings develop
into virtual communities built
around similarity and affinity
regarding a topic.
Think lunch tables Notes / Cautions:
• POTENTIAL USE: •Creation of an official account will
• Establishing Online Customer provide an avenue with some control
Relationship for official statements. Otherwise –
• Building/promotion of brand virtually no control over content (in
loyalty or “fans” some extreme cases you can contact
actually networking company)
•Ministries can be ‘tagged’ in photos,
etc.

Social Network - Examples


Additional Social Media

Other Social Media to be aware of….
• Wiki / Wikipedia • Meta-Social Media
• Customer Review /Social Bookmarking
Sites
• Photosharing


Wiki - Wikipedia
• WHAT IS IT?:
A wiki is a collection of
web pages designed to
enable anyone with
access to contribute or
modify content, using a
simplified editing too –
usually a WYSIWYG.

• POTENTIAL USE: Notes / Cautions:
• Internal knowledge base •Virtually uncontrollable
• Internal shared knowledge •Monitoring is essential for ministries


Wiki Example


Customer Review Sites

• WHAT IS IT?:
Sites that allow users to
share their experiences or
rate just about anything.
Think “word of mouth”
meets the Internet

• POTENTIAL
HARM: Notes / Cautions:
•Growing importance as these
• Negative publicity made
sites gain popularity
public



59.1% 72.2% 74%

research choose
Use social
companies’ companies/
media to “vent”
customer care brands based
about a
online prior to on others’
customer care
purchasing customer care
experience
products and experiences
services at shared online
least
sometimes

2008 Society for New Communication Research


Photo Sharing
• WHAT IS IT?:
Websites for transfer of a
user's digital photos online,
enabling them to share them
with others (whether publicly
or privately). They can
connect with mobile devices
for instant sharing. They
usually allow for comments

• POTENTIAL USE:
• Sharing photos from ministry- Notes / Cautions:
sponsored events
•How will photos taken at the hospital
be handled? Policy?


Photo Sharing Example


Social Bookmarking Meta Social Media
• WHAT IS IT?:
A method for Internet users to
publicly ‘share’ bookmarks of
web pages on the Internet
using metadata -- typically in
the form of tags that
collectively and/or
collaboratively become a
folksonomy.
• FOLKSONOMY - also called
social tagging, the process of
many users adding keywords
to help the ‘search’ of shared
content
Notes / Cautions:
• POTENTIAL USE: •Can increase the viewing of
• Can increase the viewing of NEGATIVE content across the entire
content exponentially across the
entire web. Internet. Think Domino’s Pizza
Video


Social Bookmarking/


So we don’t have control of what appears
on the Internet?

• In reality, great branding has always
been about influence – not control
• Shift is not ‘controlling’ but rather
‘managing’ the brand’s reputation
through listening and responding

… so how do we do that?


Recommended Steps:


Recommendation #1 - MONITOR
• If you haven’t already, start monitoring
what – if anything is being said about
your ministry…

1. Develop key words to track (even
competitor names and industry)
2. Set up news feeds of those words
– Google Alerts
– Technorati Watch
– TwitterSearch
3. Set up a RSS Feeder (GoogleReader)


Secure brand name - www.namechk.com


• Be customer-service agents and reach
out to people personally who have
reported problems for resolution -- as a
person with empathy.


Recommendation #2 PLAN
• Start the discussions with leadership to weigh
your ministry's benefits and risks for using social
media
• Don’t Jump In -- Make a realistic plan
– Who will have responsibility?
• Do they have the time? Are they engaged?
Personal passion for technology? Will you trust
their communication?
• What will be the scheduled time to update?
Daily… Weekly?
– Their back-up?
– Handling of negative comments?
• (filtering comments and feedback is strongly
unadvised)


• Set objectives-
– Increase reach of messages to public?
– Proactive media relations?
– Increase reputation?
– Increase patients?
– Drive traffic to website?



• That said…
– Don’t wait until a crisis occurs to start
using social media.
– Establish your relationships prior so that
there’s history with credibility within the
social media realm before you really need
it.
• Best used with a single person who
communicates “as a person” and not a
paid mouthpiece


Recommendation #3 STRATEGY

Wordpress (blog)

Every channel links and connects


• Repurpose any existing content you may
have as
– Podcasts
– Vodcast
– You Tube
– Facebook


• Secure names at key social media sites
to prevent brand hacking
– Twitter (I’ve reserved them)
– You Tube
– Facebook Group / Fan Page


• Remember – it’s not about the tool, it’s
the relationship. So be sure to cultivate
social media relationships by:

– Let others tell their story
– Read other blogs, facebook pages, You
Tube, etc and leave comments
– Don’t just ‘sell’ - be human


• The conversation online about your
ministry will take place with or without
you.

• Will you engage and leverage it?


• Questions or comments?


Appendix


Podcasting
• WHAT IS IT?:
Syndication of audio files
available for download (or
by RSS) and played on
demand w/ mp3 player
(iPod)

• POTENTIAL USE:
• Reuse of existing audio content
– Talk/Radio Shows
Notes / Cautions:
– Topic Experts •Also offer online play
• Educational Series •Not web-search friendly
• Patient Stories w/ Service Lines •Bullet point key topics/messages
•Many people prefer reading – the
ability to ‘scan’ articles for interest
•Used more for entertainment that
true information seeking


Webcasting

• WHAT IS IT?:
Live streaming presentation
(webinar) which might allow
interactivity via “chat box” or
use a webcam to show live
footage (Think Genesys)

• POTENTIAL
USE:
• Online Seminars
Notes / Cautions:
• Live Surgeries •Usually requires pre-planning,
• Educational Series technical coordination, advertising,
and resources to provide an effective
and successful event.
•Need outside software – can be
costly
•Potential technical issues with
attendees

Podcasting - Example


eNewsletters
• WHAT IS IT?:
Combination of articles /
blurbs which are sent via
email to a mailing list.
Usually part of a bigger
marketing campaign

• POTENTIAL USE:
• Marketing – Brand
Awareness
• Promotion of News, Services
• Hospital Information Notes / Cautions:
Construction Updates
•User must ‘subscribe’ to receive
• Educational Series
• Patient Stories •Must include easy way to opt-out of
• Community Involvement future emails
•Recommend using email marketing
vendor/software (Constant Contact,
Campaigner)


Expert to Consumer Q&As
• WHAT IS IT?:
Form of two-way communication
which includes mechanism
allowing users to submit
questions. Expert then uses a
blog-type application to answer
submissions. All answers are
usually indexed.
• POTENTIAL USE:
• Internal communication between
leaders and employees
• Physician fielding community
questions regarding topic Notes / Cautions:
• Establishing ‘expert’ relationship
with other healthcare-related •Creates content that is most useful
topics such as quality, patient to end users (Q otherwise not
safety and billing addressed)
• Information sharing
•Must be frequently updated
•Can build / strengthen relations
between parties
•Helps in creating transparency
•Could be a coordinating nightmare
unless team is committed to feature
•Do you trust the chosen experts?Jennifer Elliott
05/07/09

Expert to Consumer Q&As – example


Health Portals
• WHAT ARE THEY?:
Websites that contain
information, advices, videos,
interactive tools, databases –
all in one location for end
users

• POTENTIAL USE:
• Similar to traditional media,
submit stories and articles
• Participation in forums, blog
comments
• Extension of brand Notes / Cautions:
• Promotion of top-docs •Allow interactive comments which
are not controllable
•Can’t control other site content
related to religious-sensitive issues


Online Gaming / Virtual Worlds

• WHAT IS IT?:
Using online gaming and
virtual worlds to deliver
promotion and advertising

• POTENTIAL
USE:
• Opportunity for brand
interaction
• Promotion of services
Notes / Cautions:
•More appropriate for national brands
• Sharing general health
information – screenings, tips, •So far, early adopter report low ROI
etc.. •For VW success--companies must
interact with their customers and
embrace VW culture. Users are
sensitive to advertisements placed
there.
•Viral Gaming – customized game to
promote brand or concept 05/07/09 Jennifer Elliott

Online Gaming Example

Sponsored by Humana

Discusion Boards / Forums
• WHAT IS IT?:
Communication tool that allows
one individual to post a comment
or question online. Other
individuals may read that
comment/question, and respond
with their own remarks over time.
Commonly referred to as
threaded discussion. Think
social mixer – everyone at same
level
• POTENTIAL USE:
• Establishing Online Customer Notes / Cautions:
Relationship
•Need to heavily continuously
• Promotion of service lines
promote
• Connect community members on
shared interests •Need monitoring
• Sharing general health information – •Need plan / policy for inappropriate
screenings, tips, etc.. use
•Possibility of negative “fights”
between users


Listserv
• WHAT IS IT?:
An electronic discussion
group based on common
interests that uses a mailing
list to distribute all messages
& posts to all members via
email.
POTENTIAL USE:
• Support Groups
• Class / Training
• Sharing general health information –
screenings, tips, etc.. Notes / Cautions:
•Volume of email messages can be
overwhelming
•Users receive emails of all
discussions –even those not of
interest
•Easy for misinformation to be
widespread


SJHS Social Media Landscape

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