Cleveland Clinic Social Media Influence Assessment May2011

May 2011

Online Social Media InfluenceAssessment at

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| ©2011, Jayakumar Rajaretnam

ABOUT CLEVELAND CLINIC

• 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

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Websiteshttp://my.clevelandclinic.org/default.aspxhttp://www.youtube.com/ClevelandClinichttp://www.facebook.com/ClevelandClinic http://www.twitter.com/ClevelandClinichttp://www.linkedin.com/company/cleveland-clinic


FACEBOOK PRESENCE, PENETRATION & INFLUENCE ANALYSIS

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FACEBOOK STATISTICS

• The Wall has very recent posts• Users are kept active through Awareness

campaigns

4 # As on 18th May, 2011

Has neatly classified pages tohelp users with basic queries

27,665# people like the PagePosts: 1352 | Feedback: 2487 | Likes: 4011

Social media integration in the corporate webpage


WALL POSTS AND COMMENTS

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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.


WHAT TIME ARE THE USERS ACTIVE?

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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.


INFLUENCERS

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• 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

# Source: http://mashable.com/2010/04/15/social-media-influencers


ACTIVE CONVERSATION TRACKING

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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.


SENTIMENT ANALYSIS

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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.

Source: www.marketsentinel.com


TERMS/TOPICS OF DISCUSSION

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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.

Each keyword is linked directly to the post or comment for further analysis.


TWITTERPRESENCE, PENETRATION & INFLUENCE ANALYSIS

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TWITTER STATISTICS

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Tweets: 3,538 | Following: 601 | Followers: 10,979

Tweets & Followers as on 18th May, 2011

• 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.

| ©2011, Jayakumar Rajaretnam 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

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.

Most Commonly Used Hashtagscchealthtip ccideas ccplasticsurgery ccsportshealth clemarathon indians

Recent Topics according to PeerIndexbiology breast cancer cancer health care medicine nutrition

Source: http://smallbiztrends.com/2010/07/the-5-types-of-influencers-on-the-web.html

Based on initial analysis Cleveland Clinic seems to be using this customer base effectively.

http://www.twitalyzer.com/index.asp


TWEETSTATS

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Tweet Density based on Time Average Daily Tweets Interface used to Tweet

Below tables will change based on the selected drill down


TWEETSTATS (CONTD..)

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Hash Cloud

Tweet Cloud

Helps identify potential influencers

Helps identify potential

influencers


TWEET EFFECT

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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.

| ©2011, Jayakumar Rajaretnam 17

Twitter Username: ClevelandClinicTweeting 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


PEER INDEX

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Components

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.


OTHER SOCIAL MEDIAPRESENCE, PENETRATION & INFLUENCE ANALYSIS

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LINKED IN

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• 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.


SOCIAL MENTION

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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.

Reach is a measure of the range of influence.Calculation: Number of unique authors referencing the brand divided by the total number of mentions.

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.

Sentiment is the ratio of mentions that are generally positive to those that are generally negative.

Helps identify at a high level where all Cleveland has been spoken about

Social mention allows the user to download the data into an excel (CSV) to perform slice & dice operations


ANALYSIS & SCORING

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SCORING – LEVEL 1

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Distribution Influencers (UIF) Sentiment Score Policy Others

Rank

Hospital/Medical Center

Facebook

Twitter

LinkedIn

Video

Sites

Photo

Sharing

Check-ins

Podcast

s

Blogs/

Forums

MicroBlog

Social

Networking

Bookmarks

Strength

Sentiment

Reach

Passion

Social

media policy

Corp.

Websit

e Intgn.

SEO Ranking

Mobile site

Apps/

Widgets

RSS/

Newsletters

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

Not scored

due to

lack of

resource

s (tools)

Not scored

due to

lack of

resource

s (tools)

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

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

6 New York Presbyterian University Hospital of Columbia and Cornell, NY

0 0.5 1.5 2 0 2 2 0 1 0 2 0 3 0 0 1.5 2 0 1

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

14 University of Michigan Hospitals and Health Centers, Ann Arbor, MI

3.5 4 2 2 0 2 2 0 1 0 1 0 1 2 2 2 0 0 1

1 2 3 4 5


SCORING – LEVEL 2

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Facebook Twitter

RankHospital/Medical Center

Facebook Fans

Facebook

Rank

Facebook

Grade

Customized Page

Overall

Score

Twitter

Followers

Klout Score Twitt

er

Twitter

Grade

Twitter

Rank

Overall

Score

YouTube

views

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


SCORING - SUMMARY

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RankHospital/Medical Center Score

WeightedSocial Media

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


THANK YOU!

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Documents

Cleveland Clinic Social Media Influence Assessment May2011