Social in Seattle: How Children's Hospital Boston uses social media to communicate and accomplish its goals
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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.
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Social in Seattle: How Children's Hospital Boston uses social media to communicate and accomplish its goals
- 1. Social in Seattle The Role of Social Media in Engaging Patients, Employees and the Media April 13-15, 2011
- 2. 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
- 3. 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
- 4. 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
- 5. 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
- 6. 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
- 7. 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
- 8. Blogs push your expertise
- 9. 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
- 10. 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
- 11. Facebook breaks down walls and opens doors
- 12. 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
- 14. Connect with reputable, like-minded organizations
- 16. Keep it relevant
- 17. Push the conversation with interesting, current info
- 18. Less likely to get lost in the din
- 19. Extremely limited window of opportunity
- 20. Share and share alike
- 23. Takes advantage of #2 search engine in the world
- 25. 350 subscribers
- 26. 250,000 views
- 29. When it all comes together 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
- 32. Staffing 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
- 33. 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…
- 34. There’s still a place for print
- 35. Contact Matt Cyr – Director, Patient and Family Communications matthew.cyr@childrens.harvard.edu Twitter: @mattcyr @childrensboston @thrivechildrens Complete listing of Children’s social media at: childrenshospital.org/socialmedia
Notes de l'éditeur
- How Can You Do It?
- It’s your site. You have responsibilities to your patients and contributors. Don’t let it be a free-for-all. Plus, this will help with the selling of the idea to administration.Talk about Boston Med (microsite, media, FB, Twitter, etc). Talk about using all the tools at your disposal – in the right ways, and not every tool at every opportunity – to get your messages out.Make people feel comfortable with what you’re doing. If you seem too cavalier, they won’t go for it. Know your internal audiences and address their particular concerns.
- Great stories; separate yourself from the pack with institutional differentiatorsFind and cultivate strong voicesMake illness, recovery and challenge come to life
- People read these stories, which gives us brand and rep, plus we get stories out of it
- Every dayReps from across departmentCan respond to news in real time…Plan for the week ahead…And look down the road in a strategic wayData helps inform content and outreach
- Have a plan in place to handle bad comments, angry customers, etc.Comments, moderation and what to do when things get ugly (cause they will!)