Ellis medicine Social Media Strategy - Presenter Matt Van Pelt
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Transcript of Ellis medicine Social Media Strategy - Presenter Matt Van Pelt
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Ellis Medicine – Social Media
Matthew Van Pelt Social Media / Communications Specialist
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Ellis Medicine Social Media Overview
Facebook • 2,218 Likes • Nearly 400% Growth Since June
2012
Twitter • 160 Followers
YouTube • More than 100 videos • Patient Testimonials • Meet Our Doctors
Blogs • Four Blogs – ER Construction,
Healthy Eating, Nursing, Women’s Health
Web Chats • 8 Online Chats with Health Experts
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Blogs
ER Construction • Community updates • Photos of construction progress
Healthy Eating • Recipes • Seasonal eating tips
Nursing at Ellis • Employee highlights • Perspective on nursing profession • Employee engagement
Woman’s Health • Pregnant & Post-Pregnancy Tips • “What to Expect When You’re
Expecting” • Team approach to content
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Web Health Chats
• Monthly chats with health experts • Education & Community Marketing Tool • Promoted through social media, online and print
advertising • Timely topics including healthy eating, congestive
heart failure and sports medicine • “Online Shared Group Appointments” • Increased Physician Engagement
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Facebook Growth
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Facebook Opened on Ellis computers
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1. Senior Leadership Support 2. Engaged Employees 3. Relevant Content 4. Images/Graphics 5. Schedule of Posts
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Drivers of Facebook Growth
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Senior Leadership Support
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Facebook Access for Employees
Marketing & Communications
Human Resources
Information Services
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How Do You Gain Access for Your Employees?
1. Understand Resistance 2. Explain Benefits of Social Media 3. Develop Policy with Applicable Stakeholders
1. Human Resources 2. Information Services/Technology
4. Communicate Policy with Employees
Once your employees have access, engage them in your content strategy!
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Know Your Audience
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Know Your Audience
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Top 5 Most Popular Posts
1. Nurse Recognition 2. Royal Baby Connection 3. Residents’ Graduation 4. School of Nursing Graduation 5. Bellevue Baby Photo Album
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Posts You Can Do
1. Recognize Your Employees 2. Celebrate Organizational Achievements 3. Make Connection to Current News Topics 4. Ask Questions
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Engaging Content
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Engaging Content
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Customer Service
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Customer Service
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Social Media Comment Policy
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Positive
Description: The post is factual
and well-cited and is a positive review of
an Ellis post, event or experience.
Response: Thank the customer for their words. Ask if they would like to
share their story further.
Balanced
Description: The post is factual and isn’t neither
positive nor negative. The post isn’t
erroneous, a rant or rage, bashing or
negative.
Response: Let the post stand.
No response needed.
Negative
Description: The post is negative and does not agree with the organization’s mission and values.
Trolls: The post is dedicated
to bashing and degrading others.
Monitor Only: Remove posts that
include cursing or are harmful to others.
Rager: The post is a rant,
rage, joke or satirical in nature.
Monitor Only: Remove posts that
include cursing or are harmful to others.
Misguided: The facts posted are
erroneous.
Fix the Facts: Apologize for their
experience. Respond publicly with the
correct information on the posting.
Unhappy Customer:
The posting is a result of a bad experience. Connect with Patient Experience to follow
up
Restoration: Apologize publicly for
the experience. Respond privately
asking for more information to better
serve them and others.
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Customer Service
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Customer
Marketing & Communications • 24/7 Moderation • Taking Conversation Offline
Patient Ambassadors • Director, Service Excellence • Engage Senior Team • Engage Quality
Department Directors • Review Chart/Case • Call Patient/Customer
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How To Respond
Transparency Always disclose Ellis connection A response should be made by the Ellis Medicine profile, not a user profile.
Sourcing Always include sources to more information, including links, videos or other references
A response should be backed up by information on the Ellis website if correcting erroneous information.
Timeliness Respond to a comment quickly, but don’t rush to avoid mistakes
Worthy comments should be responded to within 24 hours.
Tone Respond in a tone that reflects the mission, vision and values of Ellis
Respond compassionately with a “human” voice, rather than an organization voice.
Influence Respond to posts most related to the organization Only respond to posts that relate to the Ellis organization.
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Customer Service
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Customer Service Takeaways
• Set Up Applications on Smartphone • Designate Responsibility to Primary/Secondary
Responders • Respond Within 24 Hours • Post Response Publicly, Asking To Have Private
Conversation • Ask for Phone Number to Call • Engage Stakeholders to Reach Out Directly • Follow Up Publicly
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