Embed Size (px)
DESCRIPTION
Social media has rapidly grown in scope and significance over the past few years. Twitter, Facebook and other social presences are now as much a staple of an organization's communication activity as a basic website. This evolution towards more active engagement with consumers is a natural fit for some industries, but presents unique challenges for others – including healthcare. Social media also offers healthcare organizations important opportunities to connect with consumers in a meaningful personal context.
Citation preview
Healthcare Social Media 101, July 2010
Squeaky Wheel Media
We are a full-service creative agency for all things digital specializing in web design, web development, social media, and marketing services.
Headquartered in New York City
Independent/ Privately held
Minority/ Woman-owned
Best Culture - Small Agency of the Year 2010
Mostly Healthy
www.squeaky.compage 2
Why The Hell-th Am I Here?
The purpose of this workshop is to provide you with a guideline for how social media can best be utilized within your overall communication strategy.
Healthcare online
SM Statistics
SM Initiatives
Case Studies
Q&A/Walkthrough
www.squeaky.compage 3
Healthcare Online
Notable Activity
Consumers/Patients 60 million consumers now use new media to share
their health experiences online 73% of patients search for medical information online
before or after doctors visits. 93% of e-patients say the Internet has made it
possible to get the medical information they need Approximately 1,200 Facebook communities
advocate for cures for chronic illnesses
www.squeaky.compage 4
Healthcare Online
Notable Activity
Hospitals/Doctors 210+US hospitals use social media 140+ US hospitals have You Tube channels 130+ US hospitals maintain Twitter accounts 80+ US hospitals have Facebook pages
www.squeaky.compage 5
Social Media Statistics
Notable Activity
Facebook 400+ million active users Average user has 130 friends More than 25 billion pieces of content is shared each
month. 100+ users accessing Facebook through mobile
device
www.squeaky.compage 6
Social Media Statistics
Notable Activity
YouTube 2 billion videos watched a day Every minute 24 hrs. of video uploaded 52% of 18-34 year-olds share video with friends and
colleagues
www.squeaky.compage 7
Social Media Statistics
Notable Activity
Twitter 100+ million registered users 180+ million unique visitors every month 55+ million tweets sent a day
www.squeaky.compage 8
Social Media Statistics
Notable Activity
Blogs 133 million blog records indexed by Technorati
77% of active internet users read blogs
56% say that their blog has helped their company establish a positioning as a thought leader within the industry.
58% say that they are better-known in their industry because of their blog
www.squeaky.compage 9
Social Media Initiatives
Key questions before implementing social media… What resources do you have to dedicate to the campaign?
What is your objective?
Who is your target audience?
What type of content are you going to utilize?
How flexible is your messaging across multiple channels?
What would a consumer expect/want/need from your social networks?
www.squeaky.compage 10
Social Media Initiatives
Campaign Management Tools Facebook Insights URL shortening links YouTube Insights Technorati SocialMention Google Blog Search Blog Pulse Trendpedia TwitterSearch CoTweet
www.squeaky.compage 11
Social Media Initiatives
How to Handle Negative Sentiments Do NOT delete right away!
Identify the type of criticism Respond in a timely matter Respond to comments publicly
Be honest Be humble Be clear and concise Be proactive
www.squeaky.compage 12
Social Media Initiatives
Measuring Success Employees reached (for internal purposes) Impact on offline events Customer satisfaction/interaction Suggestions implemented from social feedback Volume of customer feedback generated (comments, polls, etc.) Increase in searches due to social activity Not just ‘Likes’ and Followers!
www.squeaky.compage 13
Case Study
Wellpoint/Anthem Health Research:
A person's chance of becoming obese rises 57% if a friend becomes obese. Conversely, a person's likelihood of quitting smoking increased by 67% if a spouse quit.
Concept: Create a multimedia effort that looked beyond traditional advertising to use social connections to spread health in a meaningful way.
Activations: Footprint Calculator: A consumer can calculate their health footprint by answering some basic questions, and the calculator provides a score that shows the measure of their positive health influence on others.
www.squeaky.compage 14
Social Media Initiatives
www.squeaky.compage 15
Footprint Calculator
Case Study
Diabetes Hands Foundation Research:
Diabetes is a disease that affects 23.6 million people in the United States, 7.8% of the population, and tends to affect minorities at higher rate. In addition to deaths it also results in amputations or vision and heart problems if not controlled.
Concept: Using social media create a fun and engaging application that helps people with diabetes become more informed about their disease, as well as make tangible lifestyle changes that might affect their health.
Activations: Healthseeker Facebook Application: Tabs showcase 15 “missions” that players can complete, which really amount to changes in lifestyle, such as adding more vegetables to your diet or doing more exercise. With the completion of each mission, players receive points, and additional points for inviting friends (either Facebook or with email) to play, or updating Facebook or Twitter with your activity.
www.squeaky.compage 16
Social Media Initiatives
www.squeaky.compage 17
Healthseeker
Case Study
GE Health Research:
People enjoy communal experiences and sharing content online. Concept:
Create a shared community for creating better health for more people. Seeking to build stronger relationships between patients and doctors
Activations: Healthymagination Microsite: Takes the form of multiple projects that you can participate in, whether you’re looking to change your lifestyle or fine-tune your approach to health.
www.squeaky.compage 18
Social Media Initiatives
www.squeaky.compage 19
Healthymagination
We’ve Only Just Begun…
Q&A/Walkthrough Lets do it. Set it up.
www.squeaky.compage 20
