Lessons from the Social Edge: The Good,

The Bad, The Engaged

Presented by:

Angela Martín-Barcelona of NorthShore University HealthSystem &

Kelly Cutler of Marcel Media

NorthShore & Marcel Media

Healthcare 2.0

Moderation

Facebook Applications

Agenda

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NorthShore University HealthSystem (NorthShore),

headquartered in Evanston, Illinois, is a comprehensive,

fully-integrated healthcare delivery system that serves the

greater Northshore and northern Illinois communities.

Details

• Four hospitals

• 75 (and growing) medical office facilities

• 2,000 physicians

• Affiliated with University of Chicago

• Fully-integrated Electronic Medical Record (EMR) system

About NorthShore

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Healthcare 2.0

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• Advocacy

• Downloads

• Sharing Branded Content

• Patient Reviews

• Branded Page Views

• Increased Brand Engagement

• Create an Online Community o (People are more likely to share emotive content on Facebook and

social media sites)

• Support

• Answer Patient Questions

• Address Critics in the Community

• Encourage Brand Advocates

• Feedback

• Co-creation of Content

• Address Comments

• Improve the Customer Service Experience

Social Media Marketing Goals

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Social Media Considerations

11/8/2011 6 Source: Searchenginepeople.com

• How do you measure the return on investment?

• How do you address HIPPA and privacy issues?

• Lack of FDA regulations for engagement in social media

• Privacy concerns

• Security risks (malware entering hospital databases through

social media sites)

• Risk associated with public communication

Unique Social Media Challenges in Healthcare

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Have an explicit policy in an employment manual that addresses the

following concepts:

• Accountability and Accuracy

• Honesty and Transparency

• Respect

• Privacy

• Disclosure

• Lawfulness

• Management and Supervision of Social Media Sites

• Collaboration

• The Responsibilities and Roles of the Employees

• Liability Insurance

• (Does your malpractice insurance cover social media? Many don’t

cover emotional distress; a common claim in social media suits)

Social Media Policy

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If You Build It, They Will Come……

Biggest Social Media Myth

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• How will you integrate social media into your existing online and

offline marketing campaigns?

• How will your social media marketing contribute to your customer

service initiatives?

• What are you trying to accomplish with social media marketing and

how will you measure it?

• Each social media site has a unique use, choose your top 3-5 sites

where you feel you can have the greatest impact on your target

audience.

• How will you incorporate the feedback you receive from your social

media audience?

Social Media Strategy

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Questions to consider when mapping out your social media

campaigns:

1. Where are my patients talking about healthcare online? Is my brand represented on these sites?

2. How is social media buzz about my brand correlated with patient retention, brand loyalty, and demand generation?

3. What type of patient generates the most social media buzz and which campaigns seem to best target that demographic?

4. How is the digital connection to my brand driving conversions? (i.e. new patient referrals)

5. How do the social media campaigns relate to overall business objectives?

Continued Analysis and Optimization

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How to Calculate Social Media ROI

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Two Types of Metrics:

Value (tied to overall brand perception and customer service)

• Patient satisfaction

• Patient retention

• Lifetime value

• Consideration

• Tone and Brand Sentiment (obtained through surveys etc.)

Counting Metrics (directly related to data and traditional ROI)

• Reach/Impressions

• Shares/Volume

• Effectiveness/Engagement

• Conversions

Measuring Social Media ROI

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Social Media Moderation

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Radian6

www.radian6.com

BlogPulse

www.blogpulse.com

Social Mention

www.socialmention.com

Twazzup

www.twazzup.com

PeerIndex

www.peerindex.com

Google Trends

www.google.com/trends

Social Media Monitoring Tools

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Responding to Complaints:

• Be prompt, answer the complaint with immediacy

• In your response include the complainant’s name

• Be humble and provide an apologetic response

• Provide your direct contact information so they can

follow up directly

• Ask for their contact info so you can take the

conversation offline

The Importance of Positivity:

• Don’t forget to respond to your fans praise

• Positive posts are dispersed to the users

friends newsfeeds

• Include a personal response that includes

complimentary language and reinforces positive

feelings about the brand

Responding to Facebook Feedback

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Handling Requests for Information

• Make sure the answer is correct; inaccurate information can spread

like wildfire

• Be prompt in your response and include a call to action

• Include links to resources with the information the fan is looking for

• Tone should be reassuring and informative

Moderating Negative Feedback and Profanity

• Set ground-rules for your Facebook community by identifying a clear

code of conduct

• Place a short description of your rules and regulations beneath your

profile picture

• Vigilance: moderation through communication model; if a naysayer

sees you respond to every piece of negative feedback on your wall

they may refrain from posting in the future

Responding to Facebook Feedback

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NorthShore’s Robust Moderation Platform

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NorthShore’s Workflow Interface

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NorthShore Customized

Facebook Applications

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NorthShore places a strong emphasis on community, and

wanted to reach an audience that was outside of their targeted

website demographic.

Marcel Media recommended a comprehensive social media strategy

that focused on Facebook as the catalyst for community

engagement.

Marcel Media worked with the team at NorthShore to

create several dynamic and highly customized

Facebook applications.

Social Engagement Strategy Map

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• Create value

• Foster a unique community outside of the website

• Drive patient engagement

• Create a dialogue between the NorthShore brand, their staff and the patients

• Provide compelling and interactive content that prompted users to share

• Patients are more likely to share stories on Facebook

• Drive patient engagement

• Enhance the customer service experience

• Integration into existing online and offline marketing campaigns

The Benefits of Facebook Applications

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Facebook Advertising

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Facebook Advertising was recommended to create, nurture and

grow a community around the NorthShore Facebook Page.

NorthShore Homepage Application

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The NorthShore Homepage application was designed to

Compliment increase page likes, as well as provide

visitors with a variety of dynamic content to interact with and

share.

The Homepage application included the following modules:

• The latest sweepstakes

• An interactive health poll

• A module to submit questions for upcoming online chats

• Links to previous online chat transcripts

• Links to health news and other NorthShore patient resources.

* Since the initial launch of the application, NorthShore received upwards of 8,500 new page visits.

NorthShore Homepage Application – Aug – Sept, 2011

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Key Metrics

• 2,885 new "likes"

• Raised more than $3,000 to

our Breast Cancer Research

Fund

• More than 132 "shares" of

NorthShore posts

• More than 270 retweets &

mentions

• Growth in viral and organic

views

• Involvement & Engagement of

partners

Breast Cancer Awareness

Facebook Challenge

NorthShore Homepage Application – October, 2011

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NorthShore Online Chat Application

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The Online Interactive Chat applications allow users to submit

questions and comments prior to the live chat event.

• The number of visits to this application has increased by 420%

month over month, with a total of approximately 17,000 fan

visits.

• The engagement metrics of visitors that share this application

has gone up 566%.

NorthShore Online Chat Application

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• As a result of NorthShore’s Facebook marketing campaign, the

organization saw an overall increase in their Fan Page ―likes‖ with

approximately 5,935 new page ―likes‖ in less than three months.

• Brand engagement on Facebook increased by over 293%

• NorthShore’s comparative fan totals industry-wide was up 99% when

measured against their competitors.

The Results

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Facebook Interactions

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• Facebook engagement has three peaks:

• Early morning (7 a.m. EST)

• After work (5 p.m. EST)

• Late at night (11 p.m. EST)

• Healthcare brands see the most engagement on Thursday. However, content is posted on Mondays and Fridays, when engagement is lower.

• Tip: Post content on Thursday.

• Posts with 80 characters or less — the length of a short tweet — garnered 27% more engagement than posts that were more than 80 characters.

• If you’re seeking answers, put a simple ―where‖ or ―when‖ or ―would‖ question at the end of the post — you’ll get 15% more engagement than if the question is buried in the middle.

• Image posts receive 22% more engagement than video posts

• Image posts receive 54% more engagement than text posts

• Videos receive 27% more engagement than text posts

General Facebook Stats

11/8/2011 31 Source: Mashable

Google +/ +1 Fact Sheet:

• 3 arenas for business: Sparks(what’s trending), circles (allows for segmentation of content), and hangouts (chat live with up to 10 ppl and stream it)

• Has the potential to be more authoritative then a Facebook ―like‖

• Currently Google+ is only open to individuals not brands, but many companies are appointing a brand ambassador

• Google+ is not another social destination site and will continue to enhance synergy between search and social

• Google+1 can currently be embedded into any owned digital asset

What’s Google Got To Do With It?

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• Currently Google does not have access to Facebook data, so it is

possible a +1 could be more authoritative then a like.

• Circles provide marketers with the ability to segment their

network out into a social database that will allow for hyper

customization and targeted messaging.

• Integration: a user could +1 a paid search add, then the brands

Google + page appears and user is prompted to join the brands

page, they receive rich, branded, and highly targeted content,

and ultimately that brand will have an influence on that users

search experience.

• +1 generates a ―earned‖ impression and your sites content will

benefit from Google’s indexing of these social search signals.

Google + and Its Implications

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Angela Martín-Barcelona

NorthShore University HealthSystem

• amartin-barcelona@northshore.org

• Facebook.com/northshoreweb

• linkedin.com/in/martinbarcelona

• Twitter.com/northshoreweb

Kelly Cutler

Marcel Media

• kelly@marcelmedia.com

• Facebook.com/marcelmedia

• Linkedin.com/in/kellycutler

• Twitter.com/marcelmedia

Thank You/Credits

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