1) To launch a successful social media strategy, you need to understand your audience, choose appropriate channels, and establish your voice and message. 2) It is also important to consider privacy, confidentiality, engaging your audience, and measuring your results. 3) The future of social media includes greater patient engagement through tools like electronic medical records and patient portals, as well as changes driven by mobile access.

1. What You Need
going social: to Know to
Launch a Social
Media Strategy
Jim Rattray NESHCo Spring Symposium
VP of Marketing & Public Affairs May 25, 2010
Southcoast Health System
twitter.com/jimrattray

3. 1 communal, community,
collective, group, general,
popular, civil, public,
societal. ANTONYMS:
social
individual.
2 a social club:
recreational, leisure,
ˈsō sh əl entertainment,
amusement.
3 a uniquely social
adjective animal: gregarious,
interactional; organized.
Source: New Oxford American Dictionary, 2d edition,
2005

4. noun
a discussion between
two or more people or
groups, esp. one directed
toward exploration of a
dialogue
particular subject or
resolution of a problem.
ˈdīəˌläg; -ˌlôg verb
take part in a
conversation or
discussion to resolve a
problem.
Source: New Oxford American Dictionary, 2d edition,
2005

5. state of
social

6. “Technology ... is about the capacity
of the Internet to permit
conversation on a scale far greater
than we have ever seen before.”
— Richard Nash, Founder, Cursor (social
publishing community) on Bob Edwards
Weekend, Sirius XM Radio/PRI, 4/22/2010

8. Who do you follow?
Band 44%
Famous Person 40%
Brand 35%
Charity 33%
Source: InSites Consulting, 12/2009 - 1/2010, accessed via Adweek,
4/12/2010, page 21

9. Primary reasons U.S. Internet users
follow a brand on Twitter, 8/2009
Exclusive deals or offers 43.5%
I am a current customer 23.5%
Interesting or entertaining content 22.7%
Other people I know are fans of the brand 6.3%
Service, support or product news 3.5%
Other 0.4%
Source: Razorfish, “FEED: Digital Brand Experience Study,” 11/2009,
accessed via www.emarketer.com on 3/27/2010

10. 14% of all Internet visits
in 2d week of March
2010 went to 2 sites —
Facebook (#1) & Google
(#2)
Source: Hitwise via Marketplace from American Public
Radio, 3/17/2010

11. 62
unique users in the U.S.
having Internet access on
their mobile phones,
12/2009
million Source: The Nielsen Company

12. 39
unique users in the U.S.
accessing Google on their
mobile phones, 12/2009
million Source: The Nielsen Company

13. 400
million
active Facebook users
Source: Facebook via Website-Monitoring.com

14. 50
of active Facebook users
log on to Facebook in any
given day
% Source: Facebook via Website-Monitoring.com

15. pieces of content (web
5
links, news stories, blog
posts, notes, photos,
videos) are shared on
billion
Facebook each week
Source: Facebook via Website-Monitoring.com

16. 130
friends
number of friends of the
average Facebook user
Source: Facebook via Website-Monitoring.com

17. 4
number of pages the
average Facebook user
becomes a “fan” of each
month
pages Source: Facebook via Website-Monitoring.com

18. 13
number of groups the
average Facebook user is
a member of
groups Source: Facebook via Website-Monitoring.com

19. 42
of Facebook users in the
U.S. who donated to Haiti
relief through 1/1/2010
% Source: Facebook & The Nielsen Company

20. 600
search queries per day
handled by Twitter’s own
search engine
million Source: Twitter via Chirp Conference, 2010

21. number of U.S. hospitals
660
that use a total of 1,353
social networking tools
(blogs, Facebook, Twitter
& YouTube)
hospitals
Source: Hospital Social Network List at
www.ebennett.org/hsnl/ accessed 5/11/2010

22. strategy

24. “We understand and encourage
the use of social networking ... but
also understand and underscore
the risks.”
— Price Floyd, Principal Deputy Assistant
Secretary of Defense for Public Affairs, on NPR’s
“Talk of the Nation,” 9/22/2009

26. 1. Listening
2. Talking
3. Energizing
groundswell: 4. Supporting
5. Embracing
Source: “Groundswell: Winning in a World
Transformed by Social Technologies” by Charlene Li &
Josh Bernoff, 2008, Harvard Business Press, pages
68-69

27. Social Technographics Profile of online U.S. adults
Creators 18%
Critics 25%
Collectors 12%
Joiners 25%
Spectators 48%
Inactives 44%
Source: Forrester Research’s North American Social Technographics
Online Survey, Q2/2007, from “Groundswell: Winning in a World
Transformed by Social Technologies” by Charlene Li & Josh Bernoff,
2008, Harvard Business Press, page 44

28. • Tie to marketing goals
• Legitimacy
• Benefits v. risks
set strategy: • Become a social guru
• Understand channels
• Establish your voice
• Know who’s talking
• Know your audience
• Set engagement level
• Gauge comfort level

29. voice &
audience

31. • Tone
• Language
• Advice
your voice: • Frequency
• Linking
• Confidentiality
• Sharing
• Engagement
• Commenting
• Advocacy

32. • Know your audience
• Who are they?
your • Where do they hang?
• What do they discuss?
audience: • What do they want?
• What motivates them?
• What are their interests?
• Why do they engage?
• Criticism & negative
comments

33. privacy
& confidentiality

34. “People should remember ... what
they post [online] is evidence.”
— Kevin Underhill, Partner, Shook Hardy &
Bacon, author of www.loweringthebar.net, on
NPR’s “Science Friday,” 5/21/2010

35. privacy
&
confidentiality:

36. 1. HIPPA
2. Re-read #1
privacy
&
confidentiality:

37. 1. HIPPA
2. Re-read #1
privacy • Your employees
& • Your physicians
confidentiality: • “Free speech is my right”
• Muzzle v. filter
• Enforce existing policies
re: e-mail, phone &
privacy

38. the
crowd

39. channels:

41. channels:

42. • It’s not in your control
• The crowd rules
• Lurk
crowd control: • Listen
• When to ignore
• When to engage
• When to use proxies
• Stay on point
• When to take down

43. technology

44. “It took all this time to convince
my IT department that I should be
able to access Facebook ... did
someone say ‘Big Brother?’”
— Email to Jim on 3/16/2010

45. • It’s all external
• Who gets access
• Desktop v. mobile
technology: • Photos / videos / audio
• Podcasting

46. get
started

47. • Your natural workflow
• Treat as media relations
• Marketing & PR approval
get started: • “Is this the right outlet to
say this in?”
• Channel oversight
• Cross-pollenate
• Embrace technologies
• Understand linking!

48. Source: Twitter, accessed 3/17/2010

49. Source: www.lifespan.org/news/press/twitter.htm accessed on 3/17/2010

50. measure

51. Source: Ad Land by
David T. Jones,
Adweek, 2/1/2010
accessed at
www.adweek.com/
adland/

52. “Twitter is about the people and
interactions, not follow count
numbers.”
— Don Martelli, “Do Twitter Follower Counts
Really Matter?” Technorati.com, 5/10/2010

53. • Listen!
• The “3Fs:” Fans, followers
& favorites
measure: • Likes
• Posts
• Replies & retweets
• Monitor the social web
• Engagements
• Interactions
• “Real world”

54. what’s
next?

55. • Demise of “traditional”
news
• Engagement
the future: • EMR
• Patient portals
• Free v. paid
• Mobile purchasing

56. ask away & Jim Rattray
VP of Marketing & Public Affairs
Southcoast Health System
keep in touch: 508-961-5278
rattrayj@southcoast.org
www.southcoast.org
twitter.com/SouthcoastHosp
facebook.com/southcoasthospitals
youtube.com/users/SouthcoastHospitals
twitter.com/jimrattray
facebook.com/jimrattray