The Path to Enlightenment

1. The Path to Enlightenment The Wesley Hospital’s Social Media Journey

2. Where to start …

3. 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?

5. Our starting point • Recognised it as a growing phenomenon • Identified Social Media as an opportunity • Social Media Monitoring • Develop a policy

6. Organisations with social media policies

7. 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

8. 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?

9. Research • Brisbane flood crisis communication feedback • Staff invited to provide opinions • Other hospitals research

10. 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 Results Image courtesy of The Courier Mail

11. 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?

12. Reported in the Media

13. Interactive TV

15. Plan B • Partnership 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?

16. 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

18. Opportunity Wesley Hospital relocates Maternity Unit The Strategy Integrate social media into our marketing mix announcing our new Maternity Unit and services

20. Claiming the space

21. 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

22. Facebook - but wait! There were more • 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.

23. Administration rights and the issues when staff leave • Attached to individuals • Transferring Administration Rights • Learning how to • Beware the pitfalls

24. Wesley Facebook weekly stats for 11 October

25. 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

27. Created channel – TheWesleyHospital • Produced first clip in-house • IT network blocked upload capability • Must be claimed through a personal email account

28. Maternity Youtube Clip

29. Managing social media content • Creating a conversation calendar • Frequency of messaging

30. Managing social media content • Cross-communication of messaging • Approach to messaging • Content of value for followers • Provide opportunities for engagement • Education

31. Logistics of managing content in-house • In and out time consuming • TweetDeck vs Hootsuite • Frequency of messaging • Checking content

33. Managing risk

34. Areas of risk • Privacy / confidentiality • Employment relationships • Reputation • Disseminating health & medical information • AHPRA advertising requirements • Systems & technology • Professional boundaries

35. 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

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

38. 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

39. 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

41. Top 10 • Just when you think you understand it the game changes • Accounts are attached to individuals and not organisations • Make contact relevant and current • Its part of a larger marketing strategy • Social networking - build communities and follow people • Expect a slow uptake – person by person • Understand your demographic • Value relationships and feedback • It costs • Be flexible

42. Thank youand any questions? belinda.hughes@uchealth.com.au 07 3232 6179 http://www.facebook.com/pages/The-Wesley-Hospital/152520398121715 @wesleyhospital @wesleybabies TheWesleyHospital E: P: