social media command center at healthcare internet conference
TRANSCRIPT
Social Media Command Center
The Digital Trends Reshaping the Next-Generation Marketing Department
Health Care Internet Conference
Nov 9, 2015
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Presented By
Therese Lockemy
Director of Internet Marketing
and Social Engagement
Johns Hopkins Medicine
Jania Matthews
Assistant Director of Public Relations
and Corporate Communications
Johns Hopkins Medicine
@tlockemyhttps://www.linkedin.com/in/janiamatthews
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Social Media Command Center
1. Monitor and Protect
2. Inform and Influence
3. Publish and Engage
4. Monitor and Respond
5. Monitor and Elevate
6. Monitor and Inform
Possible issues, before and
after they break
Treating social as a dialogue
Watch for trending topics to
elevate experts, elevate value
of social, gain content insights.
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Monitor and Protect
Identify possible brand
issues before and after
they hit the news.
Route to media
relations.
Collaborate and triage
to others.
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Johns Hopkins
Medicine • Six hospitals
• School of medicine
• Employee health care
provider
• Home health care
services
• Johns Hopkins
Medicine International
• Johns Hopkins
Community physicians
Monitor and ProtectBrand Mentions
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Monitor issues after
they hit the news or
social media.
Use to inform and
influence.
Monitor and ProtectIssues Monitoring
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During crisis situations
Provide tone, volume and
influence of conversations.
Inform and InfluenceVolume, Sentiment and Influencers
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Share these with media relations
Region
The data below from Radian 6 highlights
social media mentions for the last 14 days.
Media Type
Facebook continues to lead
mentions from all platforms.
Social Media Data
The data below from Radian 6 highlights
social media mentions for the last 8 days.
Inform and InfluenceTrends, Media Type and Region
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Inform and InfluenceUnderstanding Conversation
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Content is submitted from across the institution.
Tag so we can measure.
Engage.
Publish and EngageProactive Uses
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Service recovery
Triage complaints to
correct department/
person.
Point community to
resources they are
looking for.
Monitor and RespondBuilding and Keeping Trust
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Monitor and ElevateCross-Promote
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Monitor and ElevateShare Positive Comments
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Monitor and ElevateTrending Topics
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Mar. 3
Feb. 27
Monitor and ElevateTrending Topics
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Monitor and ElevateDemonstrate Results
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Crisis BenchmarksBelow are the averages for each of the key
crisis metrics we studied across multiple health
systems.
Metric Average
Volume 26,774
Potential Impressions 66 million
Peak Longevity 5 days
Peak Share of Volume 43%
Volume Impact 679%
Negativity Impact 24%
Average Klout Score 40
% Influencers 61%
Out of State 82%
Out of Country 18%
Monitor and InformCrisis Benchmarks Across Health Systems
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Monitor and InformContent Insights
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Thank You
Therese Lockemy
Jania Matthews
Questions?
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