Masterclass delivered to cohort 16 on the NHS Leadership Academy's Nye Bevan Programme - October 2016

1. Getting Real with Social Media
Masterclass with Joe McCrea

2. •Recognise the opportunity
•Debunk the myth about social media skills
•Practice Social Media behaviours
•Understand what the NHS is using
•Produce good Social Media content
•Avoid Social Media pitfalls
•Learn how to find your key accounts
•Integrate and SMILE
What we’re going to cover…

3. Recognise the
Social Media
opportunity

4. • As early as possible when strategies or
programmes are being formulated
• Embedded throughout the process
when service or organisational change
is being pursued
• Whenever changes in attitudes,
perspectives or behaviours is required-
(new ways of working, using local
services more intelligently, not turning
up to A&E, getting a flu vaccination at
the pharmacists)
When is social media most useful?…

5. Your
traditional
comms and
engagement
channels
Your own
Social Media
Interaction
with others’
Social Media
Local patient
groups
Local
politicians
Local and
NHS Trade
Media
National
News and
Political
Media
Benefit from and
tend to prefer
smooth, positive
engagement
Have a vested
interest in
maintaining a
positive local
relationship
You have editorial
control of what is
said in your name
Can be deployed by
you instantly and
cheaply
You have instant
public or private
response or right of
reply
Control and cost-effectiveness…

6. Debunk myths
about Social Media
skills

7. How many of you have…
Created a presentation?
Delivered a presentation?
Watched a DVD or
online film?
Taken a picture?
Delivered a speech?
Created an e-mail group?
Sent and cc’d an e-mail?
Forwarded an e-mail?
Added an attachment?
Done a Q & A session?
Recorded a series?
Been part of a team?
Shared some news or gossip?

8. How many of you have…
Sent a tweet?
Retweeted a tweet?
Watched a video?
Created a video?
Listened to a Podcast?
Presented a Podcast?
Downloaded a presentation?
Uploaded a presentation?
Created a LinkedIn profile?
Posted a LinkedIn status update?
Created a Facebook profile?
Created a Facebook Page?
Joined a LinkedIn Group?
Followed others?
Invited others to follow?
Subscribed to a channel?
Shared a photo?
Taken part in an online broadcast?
Used Tweetdeck?

9. ALL the skills you
need for these…
Are involved in
doing these
They simply need
applying in new
ways

10. Practice Social Media
behaviours

11. Activity One - Cluedo
324 possible permutations

12. •it’s all about following and
being followed
•engagement brings
rewards and recognition and
response
•Tell it small, tell it often
Activity One - Cluedo

13. Understand what
the NHS is using

14. Use Social Media Don't use Social Media
Exclusive - from forthcoming J B McCrea Ltd Report “Beyond the Brink - the second annual analysis of NHS Social Media”
- to register to receive copy of free Report e-mail enquiries@jbmccrea.com
More than 9 out of 10
NHS Organisations
now use some form of
social media
There are more than
16 million Twitter
users in the UK alone

15. More than 100,000 EXTRA Twitter
accounts began to follow @dhgovuk,
@nhsengland, @theKingsFund,
@nhsconfed or @HSJnews between
2015-16
Exclusive - from forthcoming J B McCrea Ltd Report “Beyond the Brink - the
second annual analysis of NHS Social Media”
- to register to receive copy of free Report e-mail enquiries@jbmccrea.com
350,000+

16. 2014 2015
2014 2015
A Just Twi*er 27.98% 39.51%
B
Twi*er, YouTube
and Facebook
20.94% 22.02%
C No SoMe 20.35% 5.56%
D
Twi*er and
Facebook
13.50% 14.61%
E
Twi*er and
Youtube
7.83% 8.23%
F Non-big 4 6.46% 6.79%
G
Twi*er,
Facebook,
Youtube,
LinkedIn
1.96% 2.06%
H
Twi*er and
LinkedIn
0.39% 0.41%
I
Twi*er, YouTube,
LinkedIn
0.39% 0.41%
Exclusive - from forthcoming J B McCrea Ltd Report “Beyond the Brink - the second annual analysis of NHS Social Media”
- to register to receive copy of free Report e-mail enquiries@jbmccrea.com
Pattern of NHS Social Media use

17. Confirm the Twitter
basics

18. So, what’s Twitter?

19. • You are in total control of what you say and when
• It’s ubiquitous and constantly with people, instantly
alerting them
• It enables you to find and interact with only those
people and organisations most relevant to you and
with interests the same as your own
• It stays with you as long as you want throughout your
career and life
• It can link to all of your other online presences and
activities
• It’s FREE!
So, what’s so good about Twitter?

20. @ vs #
•@ is equivalent to an e-mail account. It is owned
and used by a single organisation or individual
•# is used to tag and find content in anyone’s
tweet(s) It is open to anyone.
•N.B. sometimes the same hashtag can mean
very different things to different people!

21. So, let’s give it a go…

22. Produce good Social
Media content

23. Activity Two - Attention Grab

24. Why do you choose one
channel’s or organisation’s
content over another?
Activity Two - Attention Grab

25. It’s all
about the
NEW 3 Rs
X •Recent
•Relevant
•RewardingX
Words
are trumped
by
are trumped
by
Activity Two - Attention Grab

26. Avoid Social Media
pitfalls

27. • Once you post something, someone can keep it
forever, even if you deleted it
• Abuse is actively discouraged and disliked.
• In extremis, tweets have been known to be cited in
legal cases - so no slander or libel
• Consider adopting these three disciplines:
• Never post in anger or agitation
• Try not to post late at night
• Try not to post after the second glass of wine or
equivalent
Post in haste - Repent at leisure

28. Most Trusts now have a good and
comprehensive social media policies.
Make sure you read it and adhere to it.
If your Trust does NOT have a policy, it
needs to produce one now!
Read the Social Media Policy

29. Remember how we solved Cluedo?…
Activity Three - Time Lords

30. •knowing HOW is not
enough - it’s about WHO
•that means transforming
your approach from being
broadcasters to becoming
communitarians
Activity Three - Time Lords

31. We need to
Mind the Gap!

32. • See role as engaging, listening,
responding, supporting and
participating in communities of
individuals and organisations
Broadcasters Communitarians
• See social media as “just
another comms channel”
for us to talk at people

33. 3 approaches to help us
Mind the Gap
1 - The organisational approach

35. Create Stakeholder Organisational
Maps for your organisation and map
social media accounts

36. To deliver the
organisational approach…

37. 3 approaches to help us
Mind the Gap
2 - The ‘followers/non-followers’
approach

38. What feature or new tool
would you find most useful to
help you grow your social
media networks or
communities??

39. A tool to find the FOLLOWERS of social media accounts we most
frequently engage with on social media, but who DON'T FOLLOW
OUR SOCIAL MEDIA ACCOUNTS

40. A tool to find and engage with Seldom Heard groups
and individuals

41. A tool to find followers of social media accounts associated with
particular strands of my/our work (e.g. conditions, services,
demographics, engagement or consultation exercises)

42. To deliver the
followers/non-followers approach

43. • More than 900,000 Twitter accounts
following at least one of over 600 NHS
and health-related organisations
• A tool to find the FOLLOWERS of
Twitter accounts you most frequently
engage with on social media, but who
DON'T FOLLOW YOUR TWITTER
ACCOUNTS
• A tool to find and engage with Seldom
Heard groups and individuals
• A tool to find followers of Twitter
accounts associated with particular
strands of work
What it contains….

44. Mosaics and Combination
Codes

45. 60,000 people follow a local Healthwatch Twitter account
75% of people who follow a local Healthwatch Twitter account DO NOT follow ANY of:
@NHS England, @dhgovuk, @CareQualityCommission, @HealthwatchE OR @NHSCitizen
Follows local Healthwatch but no national NHS account
Follows local Healthwatch and at least one national NHS account
Source: J B McCrea Ltd “Find SoMeone in Health” Data store
Mind the Gap!

46. On average, less than 5% of people follow BOTH their local Trust AND their local
Healthwatch
On average, 81% of local Healthwatch followers do not follow their local Trust
On average, 94% of local Trust followers do not their local Healthwatch
Follows the organisation but not its Healthwatch
Follows both the organisation and its Healthwatch
Follows the organisation's Healthwatch but not the organisation itself
Source: J B McCrea Ltd “Find SoMeone in Health” Data store
Mind the Gap!

47. • 504 people or organisation follow the Twitter accounts of the
@Leicester_Merc AND @NHSEngland but not @NHSELRCCG, including
‘Active Oadby Wigston’ and ‘Rutland C Spirit – working to support people
in rural areas’;
• 589 people or organisations follow @MINDCharity and the
@Leicester_Merc, but not @NHSELRCCG, including Action Homeless - a
Leicester and Leicestershire charity tackling the causes and consequences
of homelessness;
• Over 800 people or organisations follow @carersUK and the
@Leicester_Merc but not @NHSELRCCG; and
• 1,150 people or organisations follow @MumsnetLeics but not
@NHSELRCCG
Minding the gaps

48. • Over 7,000 people or organisations with over 11 million followers follow
@nottmhospitals but not @SFHFT - over 1,500 people or organisations
with over 2 million followers follow @SFHFT but not @nottmhospitals;
• Over 500 people or organisations with over 8 million followers follow
either @hwnottingham OR @hwnotts but neither @nottmhospitals nor
@SFHFT;
• Over 320 people or organisations follow @NHSEngland and
@nottingham_post but neither @nottmhospitals nor @SFHFT;
• Over 190 people or organisations follow @carersUK and
@nottingham_post but neither @nottmhospitals nor @SFHFT;
• 100 people or organisations follow @NHSEngland and @mansfieldtownfc
but neither @nottmhospitals nor @SFHFT; and
• Over 1,700 people or organisations follow @MNetNottingham but neither
@nottmhospitals or @SFHFT
Minding the gaps

49. Consider using Find SoMeone in Health
to plug your gaps based on your unique
Mosaics and Combination Codes

50. 3 approaches to help us
Mind the Gap
3 - The ‘content and conversations’
approach

51. To deliver the ‘content and
conversations’ approach
• Real time access to content and
conversations happening right now on
social media by your stakeholders
• Created and presented on the web as
interactive ‘word clouds’, grouping and
analysing key words and phrases
• Allows you to ‘drill down’ into any word
or phrase
• Provides a live direct link to the
underlying content and account

52. Let’s see a couple of
Windows on the World

53. Consider using Windows on the World to
tap into your social world’s content and
conversations

54. Integrate and SMILE

55. Integrate and SMILE

56. Integrate and SMILE

57. An example of GREAT
health-related
Social Media

60. •Recognise the opportunity
•Debunk the myth about social media skills
•Practice Social Media behaviours
•Understand what the NHS is using
•Produce good Social Media content
•Avoid Social Media pitfalls
•Learn how to find your key accounts
•Integrate and SMILE
What we’ve covered…

61. Getting Real with Social Media
Masterclass with Joe McCrea