Social Networks And The Nhs

transcript

Online Social Media

and the

The Aim of the Workshop

This workshop introduces:How we can communicate messages efficiently

Provide information very quickly

Allow participation

Monitor the web and dispel rumour mongering

Be part of online conversation

Reach target markets that are no longer susceptible to traditional communication methods

Creating communities

This is NOT traditional Marcomms

This is

Pull Communication

Dialogue between the NHS and its customers

Reach target markets

no longer

susceptible to traditional methods

Information is being searched for in different ways:•We expect honest and transparent information (no spin)

•We expect to comment and add to content

•We expect to read comments, reviews and ratings

•We expect to subscribe to information

We expect to use the internet differently now

SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE

TECHNOLOGY, SOCIAL INTERACTION, AND THE

CONSTRUCTION OF WORDS,

PICTURES, VIDEOS AND AUDIO

“Social mediais people havingconversations online.”

UK Internet Usage

Universal McCann: Power to the People Social Media Tracker, Wave 4http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4 Mintel: Social Networking Across the Age Gap - UK - February 2009

15-24 85%

24-34 83%

35-44 84%

45-54 77%

55-64 72%

65+ 30%

Universal McCann: Power to the People Social Media Tracker, Wave 4http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4

64% of the UK are using an online social network

Usage of Social Networks by Age

April 2008 January 2009

Mintel: Social Networking Across the Age Gap - UK - February 2009

• “Social networking is benefiting from

older, wealthier consumers becoming internet-enabled.

• As a result, we will be likely to see a slew of new social networking sites aimed at older consumers in the near future”.

Mintel: Social Networking Across the Age Gap - UK - February 2009

How many social media websites are there?

• Choose the right social media tools for you

Share slides and documents

100m Videos 2nd largest search engine

79% have watched

video content online

70% have uploaded photos

Social Bookmarks

A blog is like an electronic Diary or notebook that the world can read

200,000,000 blogs

Wiki = Quick in Hawaiian

Studies show it is as accurate if not more than Britannica

Almost 13m Articles

Jan 2010 18m accounts registered

Online social networks

64% of us in the UK have joined

1 out of 300 website click throughs come from twitter

We don’t always find information using Google

Micro-blogging

www.nhsUnlocked.org

Reputation Aggregators

Monitor and Subscribe

June 8, 2009 article from Marketing Vox and Nielsen BuzzMetrics SES Magazine entitled:Turning Blogs and user-Generated Content Into Search Engine Results, Chris Aarons, Andru Edwards and Xavier Lanier

25% of search results for the worlds top 20 largest brands are links from user generated content

Who influences whom?

Will the corporate NHS website continue to be the first visit after they search Google or Bing?

Why is it important to the NHS

Easy to find “patients like me”

The trust factor

Socialising online to get information to make decisions

Rapid word of mouth

Reaching digital natives

Challenges

Privacy Concerns

Legal regulatory barriers?

Organisational culture

ROI and Measurement

We are seeing a communication shift

The shift is from one way communication

Dialogue between consumer and the NHS

Dialogue between patient and patient

With or without you

Conversations will happen online with or without you

Choose to be a part of it

Engage and embrace

70% trusts bloggers’ opinions on products and services

36% of people think more positively

about a company that has a blog

Universal McCann: Power to the People Social Media Tracker, Wave 3

http://www.slideshare.net/Tomuniversal/wave-3-social-media-tracker-presentation

More Americans get health information on the internet than from their doctors

How America Searches: Health & Wellness by iCrossing and Opinion Research Corporation

36% want to see what other consumers say about medication or treatment

34% using social media

46% using health portals

67% using search engines

21% using Wikipedia

Case Study

Scott&White Healthcare

Monitoring and subscribing

Google Reader

Google alerts

TweetDeck

iGoogle

Monitoring and Subscribing

iGoogle

Getting Started

What will it take

Top level buy in

Someone who can commit

Commitment and desire to engage

Devote the time

Content creation budget

Time and patience

Choose your audience

Internal communications

General public

Segment

Customer profiling

Set objectives

Increase public reach of message

proactive media relations

Increase traffic, reputation?

Drive traffic to website

Test market

Professional practice and expertise

Patient therapy

Organisation blog

Patient support and group blogging

Define Strategy

Set a timeline and focus on reasonable and practical goals

Be consistent

Analyse, measure, and assess frequently

Adapt!

Choose your tools

Is your target audience already talking to one another?

Focus on building long-term relationships

Remember:People meet in different online spacesThey comment share and influenceThey want to tell THEIR story - let them

1. Listen to/observe what the target audience is doing in social media

2. Create a “social object” that is relevant to the brand and of genuine interest*

3. Segment the target. Give them something they can join.

4. Allow them to engage via their preferred platform of choice – create multiple interfaces to your community

5. Make the experience better when shared

10-steps for successful social media:

* http://www.kyle.mathews2000.com/node/60

6. Optimise your content for sharing - particularly via newsfeeds and Twitter

7. Use paid-for media to get the ball rolling

8. Take advantage of extreme targeting offered by social networks

9 . Make sure you have the resources to manage your community management and refresh the content.

10. Track the results and optimise where necessary

10-steps for successful social media:

Sample media plan

“The more places you hang out the

more time it takes to manage. The more content you create the more time it takes to create it”.

However consider…

SyndicationMobile applicationsSharing responsibility Scheduled time applicationsSubscribing to and re-publishing content

“The problem with trying to determine ROI

for social media is you are trying to put numeric quantities around human interactions and conversations which are not quantifiable”

Jason Falls, Director of social media for Doe Anderson

http://www.socialmediaexplorer.com/2008/10/28/what-is-the-roi-for-social-media/

Think ROE

• Return on Engagement

• Incoming traffic from links

• Number of people subscribed

- Track backs or linked conversations

- Comments

Is this going to satisfy Finance?Probably not

Measurement and results• Embedded analytic tools on social media sites e.g.:

– YouTube insights– facebook insights

• Measure new customers• Voucher / special offer codes• 0800 / 0845 numbers from social media sites• Questionnaires • Website analytics (Google analytics)• Video views• Subscribers• Expanded network• Quality blog comments and subscribers• Google search rankings

Twitter

Twitter is a service for people to communicate and stay connected through the exchange of quick, frequent messages. These messages are posted to your profile or your blog, sent to your followers, and are searchable on Twitter search.

Twitter lets users engage in conversations with other users in 140 characters or less.

“Twitter is not dumb...

If you follow smart people!”

Beth Kanter: http://www.slideshare.net/kanter/nonprofits-healthcare-and-social-media

Basic Terms• Tweet Posting a message to Twitter• @ + name The command which allows tweets to be

sent; proceeds username (i.e. @journchat)• Following You choose to receive someone's updates• Followers People who choose to receive your updates• Direct Message Private message sent between two people• Block Preventing someone from reading your

updates• Favorites A public area to save your favorite tweets • Fail Whale When too many people are tweeting!

Hashtag The # next to a word allows for conversation tracking (#tweetup) http://search.twitter.com

• Tweetup A face-to-face gathering of those who tweet

Your twitter ID

• Your User ID = 15 characters• Make your ID easy to remember• Preferably your name, brand or something you

want associated with YOU• You’ve only got 140 characters, use them wisely

Follow First

• Find people to follow– http://wefollow.com– http://mrtweet.com – http://justtweetit.com

• Say hello• Read the bio of those who follow you• Decide who you want to follow back• Share your knowledge• Promote others and interact• Ask questions

Tips for engagement

• Add your Twitter ID to your email signature, website…• Download a Twitter application for your mobile phone• Send an email to friends, family and co-workers with

your Twitter ID and see if they are on Twitter• Embed a Twitter widget on your blog or website• Start a hashtag• Join a hashtag• Put together RSS feeds for your favorite topics on Twitter

http://search.twitter.com • When you comment on blog posts, include your Twitter

ID• Add your Twitter ID to your Facebook and LinkedIn

accounts

Resources

• Conserve Space: Shorten your URLs– http://bit.ly– http://tiny.url– http://www.tiny.cc

• Applications– http://www.tweetdeck.com

What is facebook?

It’s a place where you can put up your personal details and interact with other users of the site.

By getting a facebook account you can establish an online presence

Talk to your friends

Share photos with your friends

Play games with your friendsSell your old stuff

Meet new people

And whole array of other things

facebook

What’s unique about facebook is that it keeps you updated on what your friends are doing.

You will be notified when they make a change to their profile.

Almost all interactions with the site are sent to friends so that they can keep informed about what you’re up to.

facebook

facebook Profiles

Creating a profile is required if you want to do anything on facebookMake sure you fully fill out your profile; a full profile looks a lot more interesting then an empty one. Add your website URL in several locations and be sure to talk about your business and plug your website URL

facebook pages are used by many businesses and organisations.Pages have some key features. They are indexed by Google and available to view even if you are not a member, so promoting the page is easier.Like you do with your profile, fill out your facebook page with all relevant information about your business, website URLS, etc.

facebook applications

Create fun applications that engage usersApplications created vary in purposePopular applications have hundreds of thousands of monthly active users

facebook adverts

facebook ads are a great way to really increase your exposure using highly targeted advertising. Target users by age, gender, location, interests, etc. Advertise an external website or a facebook page. Build up your facebook fan page; you can do so by driving the traffic from your advertisements directly to your page.

The Future

Year on year internet users have dramatically increased their familiarity and usage with social media

More niche networking sites*

*Mintel: Social Networking Across the Age Gap - UK - February 2009

HealthChapter.com

Tomorrows consumers are today’s digital natives

Much like the older generation have troublewith this new technology, they would havetrouble living without it.

The digital native

By the time today’s 10 year olds are 15, they will already have some ingrained lifestyle preferences due information they have sourced online

The digital native

• 102 Proven Social Marketing Headline formulas that work!

• http://www.facebook.com/note.php?note_id=158216011779&ref=mf

• 5 social media top tips

• http://www.facebook.com/eskimosoup?v=app_2347471856#/note.php?note_id=124369496779

• Increasing blog traffic

• http://www.facebook.com/note.php?note_id=124369511779

• Interesting Stats

• http://www.facebook.com/notes.php?id=43677443922&start=20&hash=d0c1b4ec2dfb5f115cb8d0fdd106d10b#/note.php?note_id=124369526779

• What is RSS?

• http://www.facebook.com/notes.php?id=43677443922&start=20&hash=d0c1b4ec2dfb5f115cb8d0fdd106d10b#/note.php?note_id=106367291779

• Social Networking to increase sales

• Creating a facebook page

• Six Steps to Social Media Success (very useful)

• Useful books to read

• Useful social network list

Social Networks And The Nhs

Health & Medicine