Attempt to explain what all can be accomplished using just the free tools available online to find the influence/presence an organization has in the social world.

1. Online Social Media Influence
Assessment at
May 2011
1

2. • Ranked #1 in Cleveland as per http://health.usnews.com Hospital rankings 2011-2012
• Cleveland Clinic is a Not-for-Profit teaching hospital
• One of the largest and most respected academic health center's in the world
• More than 1,800 full-time physicians and scientists provide and contribute to patient care in 120 specialties and
subspecialties
• 1,214-bed general medical and surgical facility with 54,038 annual admissions
• “Patients First” is the guiding principle of Cleveland Clinic
• Cleveland Clinic is consistently ranked among the top hospitals in America by U.S. News & World Report, and their heart
and heart surgery program has been ranked No. 1 since 1995
• Traffic estimation: 30,000 to 100,000 visitors/month Alexa Rank: 22,542
Websites
http://my.clevelandclinic.org/default.aspx
http://www.youtube.com/ClevelandClinic
http://www.facebook.com/ClevelandClinic
http://www.twitter.com/ClevelandClinic
http://www.linkedin.com/company/cleveland-clinic
2 | ©2011, Jayakumar Rajaretnam

3. FACEBOOK
PRESENCE, PENETRATION &
INFLUENCE ANALYSIS
3 | ©2011, Jayakumar Rajaretnam

4. 27,665# people like the Page
Posts: 1352 | Feedback: 2487 | Likes: 4011
• The Wall has very recent posts
• Users are kept active through Awareness
campaigns
Has neatly classified pages to
help users with basic queries
Social media integration in
the corporate webpage
4 | ©2011, Jayakumar Rajaretnam # As on 18th May, 2011

5. Understanding what posts
triggered this spike in wall
posts will enable Cleveland
clinic to understand what
their patients like/dislike and
increase interactivity.
Indicates the amount of
interaction Cleveland Clinic
was able to generate. A
sentiment analysis will help
gauge the quality of these
posts and help Cleveland
Clinic serve its patients
better.
5 | ©2011, Jayakumar Rajaretnam

6. Posts & Comments peak
between 2pm and 8pm for
Cleveland Clinic. Hiring a
dedicated person to monitor
the Facebook wall and reply
to comments during this time
will increase the mindshare
and possible word of mouth
marketing opportunity for
Cleveland Clinic.
Availability of a social media
champion between say 2pm
and 8pm would not only
create the maximum impact
on the users but also on the
indirect ROI it can generate.
6 | ©2011, Jayakumar Rajaretnam

7. • Influencers can directly influence 30% or more of overall end actions on brand
websites by recommending the brand’s site, products or promotions to friends
• Studies have shown that on average, approximately 1% of a site’s audience
generates 20% of all its traffic# through sharing of the brand’s content or site
links with others
• And these “influencers” drive an even higher share of conversion
What to do with the numbers here?
 Identify who are the Top Influencers (the 1%) for your brand
 Analyze what this 1% likes to share
 Find out where these influencers go to connect & share (personal blogs)
 Interact more closely with these influencers
 Figure out what motivates this 1% to talk/share content (fame, fortune, or a
bit of both)
 Invite them to the clinic and let them interact with physicians & stakeholders
 Make them the brand ambassadors
7 | ©2011, Jayakumar Rajaretnam
# Source: http://mashable.com/2010/04/15/social-media-influencers

8. Active Conversations for
the selected period sorted
based on “Likes”
Active Conversations for
the selected period sorted
based on maximum
Responses for a single
post
Posts in this list needs to be
analyzed manually for those posts
that create the maximum impact.
Example: If an awareness campaign
or Q&A Post seems to be attracting a
lot of user involvement, then that has
to be used optimally at the right time.
8 | ©2011, Jayakumar Rajaretnam

9. Each keyword is linked
directly to the post or
comment to enable the
user to read & analyze if
it was really a negative
mention. This can be
automated to some
extent with paid tools.
9 | ©2011, Jayakumar Rajaretnam Source: www.marketsentinel.com

10. Each keyword is
linked directly to the
post or comment for
further analysis.
Finding the Top terms used by the users will enable Cleveland to come up with appropriate
strategies and campaigns. It can also help predict a possible epidemic due to a false alarms.
10 | ©2011, Jayakumar Rajaretnam

11. TWITTER
PRESENCE, PENETRATION &
INFLUENCE ANALYSIS
11 | ©2011, Jayakumar Rajaretnam

12. Tweets: 3,538 | Following: 601 | Followers: 10,979
• Custom Wallpaper/Theme used for
the Twitter page to create uniqueness
• Tweets posted almost every
30minutes to an hour
Influence score calculated
through Klout#
Klout provides social media analytics that measures a
users influence across their social network. Influence
is measured by using data points from Twitter, such as:
following count, follower count, retweets, list
memberships, how many spam/dead accounts are
following you, how influential the people that retweet you
are, and unique mentions. This information is blended
with Facebook data such as comment, likes, and the
number of friends in your network to come up with a
"Klout Score" that measures a user's online influence.
12 | ©2011, Jayakumar Rajaretnam Tweets & Followers as on 18th May, 2011

13. Impact score is calculated as a combination of the following factors:
• The number of followers a user has
• The number of unique references and citations of the user in Twitter
• The frequency at which the user is uniquely retweeted
• The frequency at which the user is uniquely retweeting other people
• The relative frequency at which the user posts updates
Most Commonly Used Hashtags
cchealthtip ccideas ccplasticsurgery ccsportshealth clemarathon indians
Recent Topics according to PeerIndex
biology breast cancer cancer health care medicine nutrition
Everyday Users: Everyday Customers are the people who live in your town
and could potentially walk in and spend money with you today. Use social
media to create awareness with them. Reach out to these folks and you’re
almost guaranteed that they’ll pass on their experience to their family and
friends. They’re all about word of mouth and sharing recommendations.
They’re unassuming, but vocal when given the chance.
Based on initial analysis Cleveland Clinic seems to be using this
customer base effectively.
13 | ©2011, Jayakumar Rajaretnam
Source: http://smallbiztrends.com/2010/07/the-5-types-of-influencers-on-the-web.html

14. Below tables will change based on the selected drill
down
Tweet Density based on Time Average Daily Tweets Interface used to Tweet
14 | ©2011, Jayakumar Rajaretnam

15. Helps identify
Helps identify
potential
potential
influencers
influencers
15 | ©2011, Jayakumar Rajaretnam

16. Though there may be no
correlation to tweeting and
losing/ gaining of
followers, this will help
determine if a particular
tweet / topic was
responsible and if yes,
take corrective actions to
ensure the brand name is
not affected in the future.
16 | ©2011, Jayakumar Rajaretnam

17. Twitter Username: ClevelandClinic
Tweeting Since: 2009-03-13 15:40:53 (2 years, 2 months, 6 days)
Algorithm Factors:
 Number of Followers
 Power of Followers
 Updates
 Update Recency
 Follower/Following Ratio
 Engagement
17 | ©2011, Jayakumar Rajaretnam

18. Authority Score: Measure of trust; how
much can one rely on a person's
recommendations and opinion on a given
topic.
Audience Score: Indication of the reach.
Determined by the number of people who
follow and the number of people who listen
and are receptive to what you are saying.
Being followed by large number of spam
accounts/ inactive accounts will reduce the
audience score.
Activity Score: Activity is the measure of
how much you do that is related to the topic
area. Being too active or too inactive has a
negative impact on people who are listening
and the activity Score takes this behavior
into account.
18 | ©2011, Jayakumar Rajaretnam

19. OTHER SOCIAL MEDIA
PRESENCE, PENETRATION &
INFLUENCE ANALYSIS
19 | ©2011, Jayakumar Rajaretnam

20. • Increases
visibility
• Helps promote
the company’s
business
Studies have shown that
active and updated status
here has a positive impact
on B2B and B2C
businesses.
20 | ©2011, Jayakumar Rajaretnam

21. Strength is the likelihood that the brand is being discussed in social media. Calculation: Phrase
mentions within the last 24 hours divided by total possible mentions.
Sentiment is the ratio of mentions that are generally positive to those that are generally negative.
Passion is a measure of the likelihood that individuals talking about your brand will do so repeatedly.
Calculation: Small group of very passionate advocates talking about the products or brand all the time
equals a higher Passion score. Conversely if every mention is written by a different author you will
there will be a lower score.
Reach is a measure of the range of influence.
Calculation: Number of unique authors referencing the brand divided by the total number of mentions.
Helps identify at a
high level where all
Cleveland has been
spoken about
21 | ©2011, Jayakumar Rajaretnam
Social mention allows the user to download the data into an excel (CSV) to perform slice & dice operations

22. ANALYSIS & SCORING
22 | ©2011, Jayakumar Rajaretnam

23. 1 2 3 4 5
Distribution Influencers (UIF) Sentiment Score Policy Others
Corp. Website Intgn.
Social media policy
Social Networking
RSS/ Newsletters
Apps/ Widgets
Photo Sharing
Blogs/Forums
SEO Ranking
Bookmarks
Mobile site
Video Sites
Sentiment
MicroBlog
Facebook
Check-ins
Podcasts
Strength
LinkedIn
Passion
Twitter
Reach
Hospital/Medical Center
Rank
Weights 25% 25% 25% 15% 10%
Max Pts 5 5 2 2 2 2 2 2 2 2 2 3 3 3 3 2 2 2 2 1 1
1 Johns Hopkins Hospital, Baltimore, MD 4 4 1.5 2 2 2 2 2 2 0 0 1 1 0 2 2 2 0 1
2 Mayo Clinic, Rochester, Minn., MN 5 5 2 2 2 1 2 2 2 0 1 1 3 2 2 2 2 1 1
3 Massachusetts General Hospital, Boston, MA 3.5 3 1.5 2 2 2 2 1 1.5 0 1 1 2 2 1 1.5 0 1 1
4 Cleveland Clinic, OH 5 5 2 2 2 0 2 2 2 0 1 1 2 2 2 2 2 0 0
Not scored due to lack of resources (tools)
Not scored due to lack of resources (tools)
5 Ronald Reagan UCLA Medical Center, Los Angeles, CA 3 3 1 2 2 2 2 1 1.5 0 1 0 2 0 2 1 2 0 1
New York Presbyterian University Hospital of Columbia and
6 0 0.5 1.5 2 0 2 2 0 1 0 2 0 3 0 0 1.5 2 0 1
Cornell, NY
7 University of California, San Francisco Medical Center, CA 2.5 2 1.5 1.5 0 0 0 0 0.5 0 1 0 2 0 2 1 0 0 1
8 Barnes-Jewish Hospital/Washington University, St. Louis, MO 3 3 1.5 2 2 2 2 1 1.5 0 2 0 2 2 2 1 0 0 1
9 Hospital of the University of Pennsylvania, Philadelphia 2 1.5 1.5 2 0.5 2 1 2 1.5 0 1 0 2 0 2 1 2 0 1
10 Duke University Medical Center, Durham, NC 3 4 0.5 2 2 1 2 1 1.5 0 0 0 1 0 2 1.5 2 0 1
11 Brigham and Women's Hospital, Boston, OH 3.5 3 1.5 2 2 2 1 0 2 0 1 0 1 2 0 1.5 0 0 1
12 University of Washington Medical Center, Seattle, WA 0 3.5 0 1.5 2 1 2 0 0.5 0 1 0 2 0 1 2 0 0 1
13 UPMC-University of Pittsburgh Medical Center, PA 3 3 1.5 1 1.5 0 2 0 1.5 0 0 1 2 2 1 2 0 0 1
University of Michigan Hospitals and Health Centers, Ann
14 3.5 4 2 2 0 2 2 0 1 0 1 0 1 2 2 2 0 0 1
Arbor, MI
23 | ©2011, Jayakumar Rajaretnam

24. Facebook Twitter
Twitter Followers
Customized Page
Facebook Grade
YouTube views
Facebook Rank
Facebook Fans
Twitter Grade
Overall Score
Overall Score
Twitter Rank
Klout Score
Twitter
Hospital/Medical Center
Rank
Max Pts 000 000 100 1 5 000 100 100 000 5 000
1 Johns Hopkins Hospital, Baltimore, MD 12 12 79 1 4 7.7 50 100 58 4
2 Mayo Clinic, Rochester, Minn., MN 50 6.3 89 1 5 174 69 100 13 5
3 Massachusetts General Hospital, Boston, MA 4 18 68 3.5 2.2 49 98 166 3
4 Cleveland Clinic, OH 28 8.3 85 1 5 11 65 100 34 5
5 Ronald Reagan UCLA Medical Center, Los Angeles, CA 1.7 24 59 3 1.5 37 97 314 3
6 New York-Presbyterian University Hospital of Columbia and Cornell, NY 0 0 0 0 0 0 0 48 999 0.5
7 University of California, San Francisco Medical Center, CA 1.8 23 60 2.5 0.7 27 94 567 2
8 Barnes-Jewish Hospital/Washington University, St. Louis, WA 3.2 20 66 3 2.2 44 98 162 3
9 Hospital of the University of Pennsylvania, Philadelphia 2 23 60 2 0.4 44 90 929 1.5
10 Duke University Medical Center, Durham, NC 2.5 21 63 3 6.8 48 100 80 4
11 Brigham and Women's Hospital, Boston, OH 3.8 18 68 3.5 2.4 43 98 166 3
12 University of Washington Medical Center, Seattle, WA 0 0 0 0 0 2.6 47 98 139 3.5
13 UPMC-University of Pittsburgh Medical Center 2.8 20 65 3 2.2 39 98 166 3
14 University of Michigan Hospitals and Health Centers, Ann Arbor, MI 2.9 20 65 3.5 6.8 49 100 67 4
24 | ©2011, Jayakumar Rajaretnam

25. Social
Score
Hospital/Medical Center Media
Weighted
Rank Ranking
Weights 100%
Max Pts 50
1 Johns Hopkins Hospital, Baltimore, MD 6.68 3
2 Mayo Clinic, Rochester, Minn., MN 8.20 1
3 Massachusetts General Hospital, Boston, MA 6.43 4
4 Cleveland Clinic, OH 7.50 2
5 Ronald Reagan UCLA Medical Center, Los Angeles, CA 5.83 6
6 New York Presbyterian University Hospital of Columbia and Cornell, NY 3.95 12
7 University of California, San Francisco Medical Center, CA 3.25 14
8 Barnes-Jewish Hospital/Washington University, St. Louis, MO 6.30 5
9 Hospital of the University of Pennsylvania, Philadelphia 4.95 10
10 Duke University Medical Center, Durham, NC 5.25 9
11 Brigham and Women's Hospital, Boston, OH 5.30 8
12 University of Washington Medical Center, Seattle, WA 3.83 13
13 UPMC-University of Pittsburgh Medical Center, PA 4.88 11
14 University of Michigan Hospitals and Health Centers, Ann Arbor, MI 5.53 7
25 | ©2011, Jayakumar Rajaretnam

26. THANK YOU!
26 | ©2011, Jayakumar Rajaretnam