Hospital Social Media: Leveraging Platforms for Engagement and Fundraising
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October 18 presentation at the Mayo Ragan Social Media summit
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Hospital Social Media: Leveraging Platforms for Engagement and Fundraising
- 1. Hospital Social MediaOverview and Current Realities Ed Bennett University of Maryland Medical Center Mayo Clinic Rochester, MN | October, 2011
- 2. Outline Current Hospital List Numbers Three Stories from my Hospital Opening Access to Social Media Patient Support Groups on Facebook … and this dog
- 3. Page 3 My Background Pre-1980 Juggler & Street Performer 1980 - 1994 Microfilm Technician Software Trainer 1994 - 1999Web Entrepreneur 1999- CurrentDirector, Web TechnologyUniversity of Maryland Medical Center Core Web Management Skills
- 4. Hospital Social Media Types
- 5. Are We Leveling Off?
- 6. Where Are Hospitals in the Hype Cycle? 2010 2009 2011 Goal 2012 ?
- 7. Healthcare Engagement Tracker 1,078 Healthcare Facebook Pages 67% have < 1,000 fans - 41% have < 500 fans. ubicare.com/engagement
- 9. Pages below average less than 4 posts per week.Can you average two posts per day? ubicare.com/engagement
- 12. Education
- 13. Public Relations
- 15. Recruitment
- 20. Broke many non-social media sites
- 22. Respect for Hospital Staff
- 24. Lots of meetings and memos with
- 25. Legal / Compliance / IT / HR
- 27. Policies and staff guidelines
- 33. Patient Support Groups Outgrowth of traditional IRL groups Managed by the same group leader, usually a Nurse Practitioner Mix of Closed & Secret Groups Set up and sanctioned by the UMMC Communications Department
- 34. Patient Support Groups on Facebook Results: Activity level varies by group Support, knowledge exchange “Does this happen to anyone else?” Mix of health and other topics Projects and Events like a group luncheon
- 35. Fundraising Fundraising Event for our Cancer Center A major Maryland race Over 2,000 runners Plus one unexpected guest…
- 36. Dozer the Dog
- 38. The Dozer Timeline Sunday May 15, 2011 - Race day, Dozer joins the fun Monday: Dozer’s owners contact UMMC We contact local / national news Tuesday:Post short videoCreate Dozer donation page Wednesday:Story picked up on personal blogs 495 YouTube Views $390 donations from 14 people
- 39. Dozer Donation Page Umm.edu/Dozer
- 41. More blog posts embedding the first YouTube Video
- 43. Web attention from the Today Show, Runners World, and many personal blogs (Runners and Dog Lovers)65,815 YouTube Views - $1,338 from 61 people www.umgcc.org/news/dozer-in-the-news.htm
- 45. Created May 26, 2011 Dozer FacebookFan Page facebook.com/dozerthedogfanpage
- 50. What Viral Looks Like Traffic to UMMC YouTube Videos 1,700 to 2,500 Views per day
- 51. What Viral Looks Like 75,000 Views 15,000 52,000 Google Yahoo YouTube Search 13,000 13,000 16,000
- 53. Over 500,000 YouTube views
- 57. Ed Bennett Director of Web & Communications Technology University of Maryland Medical Center 410-328-0771 ebennett@umm.edu / ed@ebennett.org umm.edu / ebennett.org Twitter: @edbennett Presentation and Discussion at: http://ebennett.org/mayo2011