A look at social media at Catholic Health Partners, the largest healthcare system in Ohio and one of the largest non-profit systems in the United States

1. Social Media 101 April 2011

2. Today’s agenda Why social media marketing? What is social media? CHP’s new social media policy CHP Social Media Guidelines & Best Practices CHP Home Office Social Media Strategic Plan

3. Why social media marketing? Social Media Revolution A quick video to get us started!

4. Why social media marketing? 165 million Americans using social networks by 2014 57% of 55-64 year olds 28% 65 or older 142 million read blogs by 2013 One third of female social networkers check Facebook first thing in the morning!

5. Why social media marketing? Human Potential – Attracting, retaining and developing a first-rate diverse workforce to carry out the mission. Growth – Helping the organization and/or its subsidiaries become “best in market.” Stewardship – Proactive outreach and collaboration in each of our communities to sustain and grow the mission for the future.

6. Why Social Media marketing? Physician Engagement – Supporting recruitment of and alignment with physicians. Quality and Patient Safety – Communicating about initiatives such as the partnership with IHI, Thomson Reuters, and quality information on external website.

7. Why social media marketing? Build awareness Enhance reputation Drive traffic to website Bolster proactive media relations Increase reach of message Converse with “brand advocates,” such as governance leaders, associates and other key stakeholders

8. What is social media? Blending of technology and social interaction Web-based technologies that support dialogues Transform from content consumers to content producers Popular social networking sites include Facebook, Twitter, LinkedIn and MySpace

9. Most popular Social networking site where users can add friends … send messages … share photos/videos … update profiles to notify friends … create/join groups and business pages CHP home office, regions 13 official pages, and counting! Be sure to Like the CHP, Mercy and other official pages. Tell your friends, too

10. Powerful sharing Microblogging site Tweet messages of 140 characters max Displayed on profile page and delivered to friends Can restrict delivery Share links to pages, videos, photos @CHPUpdate and regions Follow @CHPUpdate, healthcare leaders, publications and other strategic feeds

11. Where the pros go Mainly for professional networking Users can invite anyone (site user or not) to become a connection Users can create or join LinkedIn Groups (alumni, industry, professional, other) Participate in group discussions

12. Video Video sharing website Allows users to view videos on Web pages outside of the site Each video accompanied with HTML, which can be used to embed it on page outside YouTube Often embed in social networking pages and blogs CHP and hospitals share videos here

13. Blogs Type of website, or part of website Entries displayed in reverse-chronological order Allow visitors to leave comments Text, images, links to other blogs Read blogs and comment. CHP planning blogs to connect with key audiences

14. CHP’s Social Media Policy Highlights All official social media presences created on behalf of CHP approved by Communications/HR/IT In writing: Business reason Target audiences Proposed content Measurement strategy Other

15. CHP’s Social Media Policy Highlights Content owners of approved CHP sites responsible for monitoring/maintaining Only functional areas with business need granted access on CHP equipment to social networking sites Follow existing IT and Internet usage policies, ethical standards, rules and procedures while using social media.

16. CHP Social Media Policy Highlights – Professional & Personal Follow the Code of Conduct Remember duty of loyalty to CHP that prohibits disparaging organization, leadership or staff Do not share confidential information Don’t violate HIPAA Do not publish of comment on any patient-related information

17. Social Media Guidelines & Best Practices To help you understand opportunities and challenges you may face as an associate of CHP To help you participate in social media with confidence while adhering to CHP’s policy Be sure to read through the Guidelines & Best Practices. You’ll learn a lot in a short time. They’ll answer many Q’s.

18. Home Office Social Media Strategic Plan Bolsters ongoing efforts to tell CHP’s story and converse with “brand advocates” Builds and nurtures relationships with those unfamiliar with CHP – those in strategic “make-or-break” audiences Centers on Key Result Areas such as Human Potential, Growth, Stewardship, Physician Engagement, and Quality and Patient Safety

19. Home Office Social Media Strategic Plan Some of many strategies Social Media Champions! subgroup of CHP Communications Network Monitoring via Google alerts, Twitter search, RSS feeds… CHP presences on Facebook, Twitter, LinkedIn, YouTube, blogs.. CHP interaction on Facebook, Twitter, LinkedIn, blogs…

20. Questions? mjboehmer@health-partners.org