MINI MBA
#CUminiMBA
CLEMSON AT THE FALLS | 11-1-13BOBBY RETTEW
Thursday, November 7, 13
WHY USE SOCIAL MEDIA?
57% of people indicated a social media connection with a hospital has a strong impact on their decision
to seek treatment.
Consumers’ Use, Preference and Expectations of Hospital Social Media - YouGov Research, July 2011
Consumers’ Use, Preference and Expectations of Hospital Social Media - YouGov Research, July 2011
81% of consumers believe that if a hospital has a strong social media presence, they are likely to be
more cutting edge, creating a halo effect.
BARRIERS TO SUCCESS
1995-2004Slower Adoption Cycles
APRIL 1995America Online
1.1.
1995
6.30
.201
3
President William J. Clinton9.11.2011
AUGUST 1995Windows 95
JUNE 1998Windows 98
OCTOBER 2001Windows XP
11.30.2006Windows Vista
JULY 2009Windows 7
OCTOBER 2012Windows 8
President George W. Bush President Barak H. Obama
2000Digital Broadband Available
JANUARY 2004Facebook
JULY 2005YouTube
JULY 2006Twitter
DECEMBER 2010Facebook–
400 Million Users
OCTOBER 2012Facebook–
1 Billion Monthly Users
2004-2013Rapid Adoption Cycles
(fueled by ubiquitous digital access)
MAY 2007iPhone
JUNE 2009iPhone 3GS
JULY 2008iPhone 3G
JUNE 2010iPhone 4
SEPTEMBER 2012iPhone 5
OCTOBER 2011iPhone 4S
MARCH 2010iPad MARCH 2011
iPad2MARCH 2012
iPad3NOVEMBER 2012iPad4/iPad mini
FORMULA FOR SUCCESS• Understand the audience on different channels
• Focus on the content
• Follow the rule of 70 listen/20 share/10 self-promote
• Manage in teams for cross collaboration
• Include stakeholders often
•Measure analytics to validate time, energy and effort
1 UNDERSTAND YOUR AUDIENCE
source: http://argylesocial.com/landing/social-timing-insights-infographic
2 FOCUS ON THE CONTENT
CONTENT GOALS?• Inform
• Educate
• Comments
• Sign-ups
• Thought leadership
• Appointment
• Physician Alignment
• Reviews
WHO SHOULD CREATE CONTENT?
SUCCESS?• Prior experience
•Don’t make it always about text
•Ongoing support
• Report back
•Make them a big deal
•Manager support
•Make it part of a larger plan
•Make it exclusive
• Tie content to the larger marketing plan
• Be flexible/decide when good enough is good enough
3 FOLLOW THE RULE OF 70/20/10
• 42 Minutes to listen and research
• 12 Minutes to share what you find
• 6 Minutes to promote relevant knowledge you have
•Market intelligence
• Identification of best practices and trends
•New connections
• Answers to questions
• A custom news feed
THE 70: THE FIRST 42
THE 20: THE SECOND 12• A retweet or modified tweet
• Sharing on Facebook
• Commenting on a blog
• A repin on Pinterest
• Posting to groups on both Facebook and LinkedIn
• Commenting on Facebook and LinkedIn updates/questions
THE 10: THE FINAL 6
People do business with those they trust. Build trust first.
4 MANAGE IN TEAMS FOR CROSS COLLABORATION
WHO IS ON THE TEAM?•HR
• Recruitment
• Risk
•Marketing
• Administration
• IT
• Facilities
• Leadership/Executive
COLLABORATE ACROSS ORGANIZATION
5MEASURE ANALYTICS TO VALIDATE TIME, ENERGY AND EFFORT
IDENTIFY WHAT TO MEASURE
VOLUME•Number of visitors
• Time on site
•Number of fans
•Number of followers
• Page views
• Impressions
ENGAGEMENT• Retweets
• Repins
• Comments
• Likes on posts
• Form completion
• Seminar registration
• Review submission
via @chrisboyer
