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Introduction of social media to EHC\'s Marketing Department. Summary of current (as of 11/2008) use of social media by EHC and overview of what other AMCs are doing.
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SOCIAL MEDIA WELCOMES EMORY HEALTHCARE
EHC Marketing DepartmentNovember 18, 2008
November 18, 2008
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Social Media is like a cocktail party. You already know how to introduce yourself to a
room that’s already having conversations.
~Nathan Gilliatt, Social Media expert & author of the Guide to Social Media Analysis
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Source: The Louisville Courier-Journal, Pearls Before Swine, May 12, 2008Source: the Louisville Courier-Journal, Pearls Before Swine, May 12, 2008
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What is Social Media?According to Wikipedia:
Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio.
Fast Facts:• Includes blogs, podcast, hosting
sites for video or photos, instant messaging, social networks etc
• 114 million blogs = 40 new media sources a day that could be talking about your company.
• 1 in 4 adults online reads a blog at least once a month.
• 18.5M people in US listen to podcasts. Estimate 65M by 2012.
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Why does it matter?
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We are all “The Press” now• A decline in print medium and an increase in online
medium has redefined the way consumers get the news.
• Word of mouth has always been one of the most influential information source…Social media makes the news travel faster and further than before.
• Corporations can no longer dominate conversations or hide unfavorable news.
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Control is an illusion. You can’t control the conversation, but you can control
the effect…by staying in the conversation.
~ Jack Holt, U.S. Department of Defense
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What are we doing?
• Social media provides us the opportunity to create lasting brand differentiation by:– Engaging with an entirely new set of customers– Recapturing the ground we’ve lost with our existing customers– Creating an emotional connection– Encouraging customer loyalty– Increasing credible awareness through word-of-mouth
• How?– Facebook– LinkedIn– Wikipedia– iTunes U
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Why Facebook?
• A search of…– Hospital results in over 500 pages– Health Care results in over 500 pages– IVF results in over 500 pages– Orthopedics results in over 500 pages– Wisdom teeth results in 389 pages– Egg Donors results in 52 pages– And more….
Outside ofCollege
Age
Outside ofCollege
Age
College Age
College
Outside ofCollege AgeOutside of
College Age
College Age
Growth in new markets
September 2006 April 2008
Source: facebook internal data April, 2008
11%
43%30%
16%
13-17 18-24 25-34 35+
AgeSource: Total global audience facebook internal data, March 2008
Gender
54%46%
Female Male
Age 25+ is fastest growing segment
18-24
13-1735+
25-34
FEMALE
MALE
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Facebook: Emory Healthcare
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WHAT IS EVERYONE ELSE DOING?
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• 11,745 fans• St Jude Hope Gift Book – all
proceeds go to the hospital• Donate via mobile phone
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YouTubeUAB Healthhttp://www.youtube.com/uabhealth
Cleveland Clinichttp://www.youtube.com/user/ClevelandClinic
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Wikipedia: Emory Healthcare
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Where do we want to go?
• New horizons:– Twitter– YouTube– Second Life– Blogosphere– Yelp
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QUESTIONS?
