Member Meeting 1June 22, 2016Chicago

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Vanderbilt University Medical CenterCynthia Floyd Manley

My Southern Health: A “content-first” approach

MySouthernHealth:A“ContentFirst”Approach

CynthiaFloydManleyVanderbiltUniversityMedicalCenter

Thechallenge:OurbiggestcompeBBonisNOTthehospitaldownthestreet

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

Theanswer:Bethethingtheywant

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

Socialmediastrategy

User-centriccuratedcontent

User-centricoriginalcontent

User-centricbutaboutVUMCcontent

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

WhoDoesIt?

•  ManagingeditorLindaZePler(sayhello,Linda!)•  3ex-journosonstaffplusaparenBng/lifestyleblogger

•  Healtheducatoronstaff•  Contractwriters•  Somefaculty,staffsubmissions•  KnowledgeManagementteamsupport

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

Workflow

•  Quarterlyeditorialplanningsessions•  WeeklyeditorialmeeBngs•  Dailyhuddles•  DailysocialposBngisdividedbasedonavailability

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

ByTheNumbers:TheBlog

•  Nearly600Kpageviewstodate•  Morethan1,000commentsonsite•  26.6%openrateonemail;6.2%CTR–wellaboveindustrybenchmarks

•  SitevisitorsfromTennessee,Georgia,Kentucky,Alabama,NC,Florida,Mississippi

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

ByTheNumbers:SocialMedia

•  461postsovera28-dayperiod•  40,000engagements– 33,500likes– 691comments– 5,800shares

•  67,000clicks•  7.7million“reach”

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

Afewhiccups

•  Instagram–lackoforiginalart•  DesignisnotinherentlyPinterest-friendly•  HavenoBceddifferencesintrafficviasearchanddirectvs.social

•  ChallengeswithboosBngFacebookposts

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

NextGeneraBon

•  RedesigntomakemorePinterestfriendly•  Morebalancedtrafficsources•  Moreoriginalart>>>>>Instagramstrategy•  ExpandsocialengagementonbehalfofMSHasabrand

•  RecruitcontentprovidersandsocialsharingviapartnershipsacrossmedicalcenterandourNetwork

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

QuesBons?

@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com

health.socialmedia.org/meetings

Member Meeting 1June 22, 2016Chicago

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