Create social employees that become your rock-star social ... · How We Got There? Developed Social...
Transcript of Create social employees that become your rock-star social ... · How We Got There? Developed Social...
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Creating social employees that become your rock-star
social media team
#RaganHealthcare @gczark @jessicafill
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About NewYork-Presbyterian
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Ranking #1 in
New York
Among top
seven hospitals
in the U.S.
ranked by U.S.
News & World
Report
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NewYork-Presbyterian by the Numbers
One of the nation’s largest hospitals with more than 2,400 beds
Affiliation with two leading Ivy League medical schools
21,750+ employees and 6,000+ affiliated physicians
• 2M+ inpatient and outpatient visits
• 14,600 deliveries
• 311,731 visits to emergency departments
3#RaganHealthcare @gczark @jessicafill
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Today’s Presentation
• Gain social business buy-in from senior leadership
• Identify and develop your advocates and all-stars
• Building an ambassador program
• Create opportunities for engagement
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“Employees Rising: Seizing the Opportunity in Employee Activism” – Weber Shandwick & KRC Research, 2014 Survey
http://bit.ly/employeesrisingsocial
#RaganHealthcare @gczark @jessicafill
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Building an Ambassador
Program
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What we wanted to achieve
• Content development
• Employee engagement
• Building brand loyalty
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How to build an ambassador program
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Identify advocates in leadership
Share social strategy and their role
Share social strategy across organization
Identify social media “all-stars”
Train the trainer
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Identify Your Advocates
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Leadership on Twitter
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• 30+ SVPs & VPs• Chief Nursing Officer
• Chief Quality Officer
• Chief Operating Officers
• Chief Information Officer
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Finding social media
advocates and brand
ambassadors
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Who We Found
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Human Resources
Food & Nutrition
Volunteers Nursing Development
ITSenior
LeadershipSustainability
& Facilities
Family Advisory Council
Finance
Public Affairs Clinical Areas
#RaganHealthcare @gczark @jessicafill
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All-Star Program
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NYP
All-Star Program
Social Media Policy
Social Media
Lessons
Toolkit & Guidance
Train the trainer
Employee Orientation
Celebrate success
(Storify)
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Opportunities for
Engagement
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Create Opportunities for Engagement
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Reporters on the Ground
• Events
• Employee recognition
• Awards & honors
• Photography
Account Takeovers
• Facebook cover photo
Branded Hashtags
• Subsets of content
• Prevents from account overload & brand confusion
#RaganHealthcare @gczark @jessicafill
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Reporters on the ground
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Account Takeovers
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Branded Hashtags
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#nypkickoff #nyppride #nypgreen #nypnutrition
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Positioning Physicians As Experts
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Positioning Physicians As Experts
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Success Stories
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Steps Challenge: Join the Conversation on Social Media
#RaganHealthcare @gczark @jessicafill
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How We Got There?
Developed Social Media Strategy
• Preparation: employee toolkit, Social Media All-Stars
• Information: stats, tips, recipes, Food & Nutrition partnership
• Motivation: quotes, collages, proactive engagement, Buzzfeed
• Celebration: RT and share team, individual wins, milestones, Storify
**Proactive partnership with internal NYP BeHealthy team & Communications: Infonet, email blasts,
NYPress
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Social Media Employee Toolkit
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#RaganHealthcare @gczark @jessicafill
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Build Excitement
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Informational Content
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Partnership with Food & Nutrition
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Motivation
#RaganHealthcare @gczark @jessicafill
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"12 Ways You Know You’re Participating in a Steps Challenge."
http://bit.ly/buzzstepslist
#RaganDisney @gczark @jessicafill
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I Step For…
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#RaganHealthcare @gczark @jessicafill
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Finishing Strong
Social Media Statistics:
- 100+ staff actively tweeting
- All campuses represented
- 500+ stories created and shared
- Storify of social media posts:
- 300 pages
- More than 2,500 views: http://bit.ly/1iS1lEF
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Celebrating the Team
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http://bit.ly/stepsvid14
#RaganHealthcare @gczark @jessicafill
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What We Know
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Employees have a voice and want to be engaged
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Where We Are Now
• Bridging the gaps
• Common sense policy
• Enhancing strategy (branded hashtags)
• Exploring enterprise solution
• Annual Hospital-Wide Training
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Social Breaks the Story
#RaganHealthcare @gczark @jessicafill
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Impressions by
Event
Total Impressions
14,96079,404
141,385
7,194,898
7,413,28922,996,187
5,431,512
94,364235,749
7,430,64814,843,937
37,840,12443,271,636
AUG - 5 AUG - 6 AUG - 19 AUG - 23 AUG - 24 AUG - 26 SEPT - 3
Amplification of the Story
50+ million
impressions
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Thank You
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#RaganHealthcare @gczark @jessicafill