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Social Media - Umgang mit Herausforderungen & Widerständen

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Präsentation welche ich am "Social Media Gifpel Zürich" (04.09.2013) gehalten habe.

Publié dans : Santé & Médecine
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Social Media - Umgang mit Herausforderungen & Widerständen

  1. 1. 03.09.13 #smgzh «Social Media – Umgang mit Herausforderungen & Widerständen» 1
  2. 2. ZIELE #SMGZH 1. Lernen Was machen andere? Was heisst das für meine Pläne? 2. Kontakt Ansprechpersonen kennenlernen. 3. Verdichten Mit minimalem Zeiteinsatz das Maximum an Wissen mitnehmen. 03.09.13 #smgzh «Social Media – Umgang mit Herausforderungen & Widerständen» 2
  3. 3. SOCIAL MEDIA – UMGANG MIT HERAUSFORDERUNGEN & WIDERSTÄNDEN 03.09.13 #smgzh «Social Media – Umgang mit Herausforderungen & Widerständen» 3
  4. 4. DIE PRIVATKLINIKGRUPPE HIRSLANDEN • 14 Kliniken (DE & FR) • > 200 Zentren & Institute • 1’600 Ärzte • 7’200 Mitarbeitende aus 87 Ländern 03.09.13 #smgzh «Social Media – Umgang mit Herausforderungen & Widerständen» 4
  5. 5. SOCIAL MEDIA THEMATISIEREN 03.09.13 #smgzh «Social Media – Umgang mit Herausforderungen & Widerständen» 5 «Social Media? Das kostet uns doch nur Zeit und Nerven – müssen wir da wirklich auch mitmachen?»
  6. 6. SOCIAL MEDIA THEMATISIEREN 03.09.13 #smgzh «Social Media – Umgang mit Herausforderungen & Widerständen» 6
  7. 7. SOCIAL MEDIA THEMATISIEREN • sein eigenes Unternehmen kennen lernen (Organisation. Prozesse & Abläufe. Funktionen. Menschen.) • sich selber «fit» für Social Media machen (Weiterbildung. Fachbücher. Studien. Zahlen. privat vs business.) • sich eine «Übersicht» verschaffen (Monitoring. IST-Analyse. Mitbewerber. Bestehen bereits Hirslanden Accounts? Interne «Freaks» identifizieren.) 03.09.13 #smgzh «Social Media – Umgang mit Herausforderungen & Widerständen» 7
  8. 8. SOCIAL MEDIA THEMATISIEREN • Social Media platzieren (Kollegen und Chefs «nerven». Präsentationen für verschiedene Zielgruppen aufbereiten. Stakeholder identifizieren und abholen.) • Infos für Management aufbereiten (SWOT-Analyse. Risikoanalyse (je früher je besser)! «ROI»? «Nasty questions». Potentiale aufzeigen (Anknüpfungspunkte an Vision, Strategie, Leitbild). «Best-practice» Beispiele?) 03.09.13 #smgzh «Social Media – Umgang mit Herausforderungen & Widerständen» 8
  9. 9. SOCIAL MEDIA ORGANISIEREN 03.09.13 #smgzh «Social Media – Umgang mit Herausforderungen & Widerständen» 9 «Wir haben doch sonst schon genug zu tun – wer soll sich denn überhaupt darum kümmern?»
  10. 10. SOCIAL MEDIA ORGANISIEREN 03.09.13 #smgzh «Social Media – Umgang mit Herausforderungen & Widerständen» 10
  11. 11. SOCIAL MEDIA ORGANISIEREN • Projektteam bilden («Betroffene zu Beteiligten machen») (interdisziplinärer Ansatz: HR. IT. Legal. MKT. UK. Kliniken. Ärzte.) • Projekt organisieren (intern vs extern. Projektlead? Regelmässige Meetings. Collaboration Plattform. Roadmap. Ressourcen.) • Ideen sammeln (bevor Kanäle bestimmt werden!) (Was wollen wir? Welche Inhalte sind vorhanden? In welcher Form?) 03.09.13 #smgzh «Social Media – Umgang mit Herausforderungen & Widerständen» 11
  12. 12. SOCIAL MEDIA ORGANISIEREN • Konzept erstellen (Ziele & Zielgruppen. Inhalte. Plattformen. Prozesse (schlank, einfach, verständlich). Rollen & Verantwortungen. Partner. Tools. Kosten.) • Mitarbeiter sensibilisieren (Gespräche führen. Leute aufklären. Offen & transparent informieren. Social Media Leitfaden. Social Media Merkblätter. Schulungen.) 03.09.13 #smgzh «Social Media – Umgang mit Herausforderungen & Widerständen» 12
  13. 13. SOCIAL MEDIA EINFÜHREN 03.09.13 #smgzh «Social Media – Umgang mit Herausforderungen & Widerständen» 13 «Diese Kanäle sind und bleiben für alle Mitarbeiter gesperrt – sonst sind die nur noch auf Facebook!»
  14. 14. SOCIAL MEDIA EINFÜHREN 03.09.13 #smgzh «Social Media – Umgang mit Herausforderungen & Widerständen» 14
  15. 15. SOCIAL MEDIA EINFÜHREN • Geduld & Nerven haben (Leute werden gegen Projektende nervös. Fragen tauchen auf («Risikoanalyse», «Nasty Questions», etc.). Plötzlich ist jeder ein Spezialist.) • Einführungskonzept (Kommunikationsplan (intern & extern). Eigenes Netzwerk «anzapfen» (Dozenten, Studenten, Freunde,…). Kanäle für Mitarbeitende öffnen.) 03.09.13 #smgzh «Social Media – Umgang mit Herausforderungen & Widerständen» 15
  16. 16. SOCIAL MEDIA EINFÜHREN • Mitarbeiter Informieren (Rundmail. Artikel & Interview in Mitarbeiterzeitschrift. Blackboards. Infos an Mitarbeiteranlässen. Hinweis auf Lohncouvert. Info auf Hirslanden Website.) • Öffentlichkeit informieren (Partner (HR, MKT, IT,…). Lieferanten. Branche. Fachmedien.) • Dokumentieren & Messen (Dokumente sammeln. Monitoring. Reporting. Ziele überprüfen.) 03.09.13 #smgzh «Social Media – Umgang mit Herausforderungen & Widerständen» 16
  17. 17. PROJEKTPHASEN 03.09.13 #smgzh «Social Media – Umgang mit Herausforderungen & Widerständen» 18 • Projektdauer • ca. 1.5 Jahre • Ressourcen • Projektleiter Social Media (80%) • Projektleiter Personalmarketing (20%)
  18. 18. SOCIAL MEDIA = KNOCHENARBEIT! 03.09.13 #smgzh «Social Media – Umgang mit Herausforderungen & Widerständen» 18
  19. 19. 03.09.13 #smgzh «Social Media – Umgang mit Herausforderungen & Widerständen» 19 @lienu facebook.com/lienu77 xing.com/profiles/Stefan_Lienhard slideshare.net/lienu foursquare.com/lienu pinterest.com/lienu socialmedia@hirslanden.ch
  20. 20. HERZLICHEN DANK! Stefan Lienhard Projektleiter Social Media Hirslanden Seefeldstrasse 214 8008 Zürich T +41 44 388 75 19 stefan.lienhard@hirslanden.ch www.hirslanden.ch 03.09.13 #smgzh «Social Media – Umgang mit Herausforderungen & Widerständen» 20

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