The Path to EnlightenmentThe Path to Enlightenment

The Wesley Hospital’s The Wesley Hospital’s Social Media JourneySocial Media Journey

Where to start …

The Wesley was already being talked about

• What’s happening in this space

• What is being said about us?

• What does this mean?

• What do we do?

• Recognised it as a growing phenomenon

• Identified Social Media as an opportunity

• Social Media Monitoring

• Develop a policy

Our starting point

Organisations with social media policies

What does the Policy need to cover?

• The organisation’s position on Social Media

• Clearly outline the purpose

• What is the scope of the policy?

• Who it applies to

• What Social Media?

• What are the acceptable standards?

• Understanding the implications of use

The original plan…

Staff communication strategy

• 2300 staff working in a 24/7 hospital

• Staff are using social media

• Perhaps we could use social media to reach staff with our messages?

• Brisbane flood crisis communication feedback

• Staff invited to provide opinions

• Other hospitals research

Research

Image courtesy of The Courier Mail

Results

• Staff happy to access communication about their workplace – if they choose

• Staff don’t want to mix their personal “social networking” with their work communications

• A crisis provides an ideal opportunity for communication with staff via social media

Rethink the plan…

• At this time Social Media was growing exponentially

• It was becoming mainstream

• Reported in the media – sources quoted in editorial

• Interactive TV

• First to report news

• Advertising call to action

• UCH Social Media group established

• How do we make Social Media work for us as a marketing strategy?

Reported in the Media

Interactive TV

Plan BPartnership with APHA

• Reviewed the Health Marketing landscape

• Who is using what?

• How are they doing it?

• How is it working?

• What are the considerations?

• Resourcing

• Education

• Manage the process

• Monitoring

• Risk

• Stakeholders

• How does it fit with what we do?

• Where did we start?

• What was our target audience?

• Females are the most active social network and blog users

• The highest age concentration 18 – 34 year olds, then35 – 49 year olds

• She has attained a Bachelor’s degree

• Health specialties most present in social media: Plastics and Infertility

• Online baby forum, Bub Hub, currently has 4.4 million visitors per month

Opportunity

Wesley Hospital relocates Maternity Unit

The Strategy

Integrate social media into our marketing mix announcing our new Maternity Unit and

services

Claiming the space

• Claiming a page

• Working around IT issues/spam

• Facebook is for those with a face

• The page had over 100 “likes” and over 2000 “were here” – a great start

• Not only did we have issues securing The Wesley Hospital’s Facebook page, there were 2 more out there floating around gathering likes and check ins.

• So we went Wesley Hospital Facebook page wrangling to gather them all in to the one page.

Facebook - but wait! There were more

• Attached to individuals

• Transferring Administration Rights

• Learning how to

• Beware the pitfalls

Administration rights and the issues when staff leave

Wesley Facebook weekly stats for 11 October

• Deciding on a name

• Length of username

• Registering accounts

• Accounts are attached to individuals not organisations

• Reclaiming a registered address

• Wesley Twitter accounts:• @wesleyhospital• @wesleybabies• @TWHbreastcheck

• Created channel – TheWesleyHospital

• Produced first clip in-house

• IT network blocked upload capability

• Must be claimed through a personal email account

Maternity Youtube Clip

• Creating a conversation calendar

• Frequency of messaging

Managing social media content

• Cross-communication of messaging

• Approach to messaging

• Content of value for followers

• Provide opportunities for engagement

• Education

Managing social media content

• In and out time consuming

• TweetDeck vs Hootsuite

• Frequency of messaging

• Checking content

Logistics of managing content in-house

Managing risk

Areas of risk

• Privacy / confidentiality • Employment relationships • Reputation • Disseminating health & medical information • AHPRA advertising requirements • Systems & technology • Professional boundaries

Risk controls

• Create a social media polity • Update policies, Code of Conduct, By Laws and procedures

to recognise social media • Central communication point • Content approval process • Ensure stakeholders are advised and educated • Disclaimers

Risk is an issue if you participate in social media or not

What did work well• New opportunities to engage with your community

• It continues to grow

• Creating a conversation calendar

• Have a better understanding of what to look out for

• Have executive support

• Engaging with our audience

• Staff on board in areas

What didn’t work well

• You don’t know what you don’t know

• The amount of time taken to get going

• The firewall and network issues

• Resourcing – amount of time

• The need for personal email accounts

Top 10

1. Just when you think you understand it the game changes2. Accounts are attached to individuals and not

organisations 3. Make contact relevant and current 4. Its part of a larger marketing strategy 5. Social networking - build communities and follow people 6. Expect a slow uptake – person by person 7. Understand your demographic 8. Value relationships and feedback 9. It costs 10. Be flexible

Thank youand

any questions?

E:

P:

belinda.hughes@uchealth.com.au

07 3232 6179

http://www.facebook.com/pages/The-Wesley-Hospital/152520398121715

@wesleyhospital @wesleybabies

TheWesleyHospital