Connecticut Children’s Medical Center

Social Media Marketing Analysis and Plan

Current Situation

Facebook• Lack of fans• Little use of tabs for user

interactivity• Need to consolidate all the

different pages into one – too much opportunity for confusion

• Posting– Random intervals– Resemble announcements– Do not promote interactive users– No monitors for user interaction

or customer support

Current Situation

Nonexistent Social Media Presence

• Blogging• Discussion Boards• Related

Causes/Charities/Support Groups

• Q&A/Conversational monitoring

Children’s Hospital of Boston

Facebook Page• Prime example of intelligent

social media use• Promotes interactivity, user-

friendly, “community” feeling

• Utilizes multiple social media platforms

• Engages users through different mediums

http://www.facebook.com/NationwideChildrensHospital#!/ChildrensHospitalBoston

Children’s Hospital of Boston

Facebook Page - Tabs• Welcome Tab

– New users are immediately welcomed by a tab encouraging them to read and share stories after becoming a fan

• Connect Tab– Links to other social media

properties and related causes to foster multiple levels of involvement

• Custom Tabs Also Promote:– Inviting friends– Donating– Sharing experiences– Specific causes and

campaigns such as “Heart Month” and “It Gets Better”

Children’s Hospital of Boston

Welcome Tab Give Tab

Children’s Hospital of BostonConnect Tab

Children’s Hospital of Boston

It Gets Better Tab Invite Tab

Children’s Hospital of Boston

Facebook Page - Posts• Posts are not always just

announcements and are creatively catered to their audience, promoting interaction in multiple manners– Ex: Posting the “FANtastic

photo of the week”– Encourages users to upload

photos and rewards their participation

• Posts are daily, often multiple times each day

• Many times, posts ask questions to generate responses and conversations between users

• Asking users to post stories turns their Facebook wall into a running dialogue with real emotional connections

Children’s Hospital of Boston Wall Post ExamplesThe posts at the right are good examples of promoting user interaction on your page. People like sharing their opinion in an open forum like Facebook, and asking questions on wall posts is the best way to go about doing this.

YouTube has proven that people love to watch short videos, so if a post can incorporate a video (or picture for that matter) then users are much more likely to view and interact with it. Furthermore, it is a great way to remind fans of your page as videos are more likely to catch your eye when they come up in your newsfeed.

Nationwide Children’s HospitalThis is another example of a well constructed and monitored Facebook property for all of the same reasons as the Children’s Hospital of Boston.

What makes this page different, however, is the “Miracles at Play” fundraising initiative, which donates $1 everytime someone likes their page. Eventually, they would like to reach $100,000 in donations (and 100,000 fans).

The benefits to this promotion are twofold and the promotion itself is both innovative and interesting. Also, users cannot avoid it when they arrive on the page and are immediately brought to the promotion’s tab.

http://www.facebook.com/NationwideChildrensHospital#!/NationwideChildrensHospital

Other Helpful Facebook Pages

St. Jude Children’s Research Hospital• Patient of the month allows for

more content to be uploaded at least on a monthly basis – although they should and are doing it more

• Interactive ideas like the St. Jude Valentine’s Day card are ways to get users involved in marketing your organization via word of mouth.– They also tend to get a lot of likes

and comments from users as you can see to the right

http://www.facebook.com/NationwideChildrensHospital#!/stjude

Other Helpful Facebook Pages

Phoenix Children’s Hospital• Launched as a tool to help

people track the hospital’s construction

• Utilizes multiple social media platforms

• Mistake to learn from: Contacting Facebook to delete any pages that aren’t directly controlled by your organization is necessary in creating an efficient social media property.

http://www.facebook.com/NationwideChildrensHospital#!/PhoenixChildrensHospital

Current Situation

Twitter Feed• Generic Background• Very few followers• No use of hashtags,

trending ideas, or @tweets• Not following anyone else

– Should follow and interact with similar hospitals, causes, people, etc.

– Encourage doctors/employees to tweet and interact with your feed

• Tweets are sporadic and are strictly related to CCMC– Should incorporate

interesting articles and ideas

• Difficult to find – No description so it won’t

come up when people type in “Connecticut Children’s Medical Center” – only when people type in @ctchildrens

Children’s Hospital of Boston

Twitter Feed• Over 4,500 followers• Tweets articles and stories

rather than just announcements

• Has an active representative responding to @Mentions

• Cross promotes its other social media accounts

• Even their blog has a twitter

• Retweets relevant information from other organizations

• Tweets at least once a day

http://twitter.com/#!/ChildrensBoston

Other Helpful Twitter Feeds

Phoenix Children’s Hospital• 6,769 followers• Drives traffic to hospital

website with links from tweets

• Uses pictures of patients to make tweets more interesting

http://twitter.com/#!/PhxChildrens

Other Helpful Twitter Feeds

Children’s Medical Center: Dallas• 4,740 followers• Uses hashtags correctly to

join trending topics and conversations

http://twitter.com/#!/ChildrensTheOne

Children’s Hospital of Boston Blog: ThriveBlogs give an organization the chance to relate to their audience on a more personal level. Websites are often structured for ease of navigation to important information.

Where and what are the questions people go to a website to find answers to, and often times the why, how, and whom cannot be easily discerned.

A human connection is hard to make through the internet but blogs are definitely one of the best and most common ways to do so. Writers need not be completely professional in tone or style, and in doing so the user is effectively disarmed. This is a huge part of all social media, but the blog is easily the most informative platform of social media communication.

http://childrenshospitalblog.org/

Conversational Monitoring

• Internal– When people interact with your social media properties, it is

necessary that you respond.– Users will ask questions, thank you for your services, and even if

they don’t expect a response it boosts your credibility to give one.

– Sometimes, users will post angry messages and these should be removed immediately and handled by customer service

– Viruses have a way of finding and posting themselves on fan pages. Delete these immediately and remove them from your fans, it will only get worse.• Worst case scenario may be your property sending out advertisements

for diet pills, pornography, or some sort of ponzi scheme.

Conversational Monitoring

• External– Monitor your name on the internet using search

engines like Google and Yahoo answers. Are people saying good things? Bad things?

– Then respond appropriately, answering questions and directing them to the correct resources