Stacy Mowery

Social Media or

Web 2.0

Agenda (Working slide)• Introduction

– Definition & intro to Social Media– Review results from pre-course survey– Changing way we communicate, not a fad,

etc– Examples– General use in media– Power of it, etc - epidemic, disasters

response, public notices, Banner staff• Use in Healthcare

– List of most active hospital systems using it– Growth and widespread adoption of use– Examples of healthcare use– Capabilities

• Yammer:– What is Yammer, why participate?– Everyone in audience set up Yammer account

• Twitter: – Why be on Twitter– How to get started

• Blogs: – What is a blog, why have one?– How to start a blog

• Use at Bannerhealth– Twitter– Yammer– Sharepoint (wiki model)– MS Live– Linkedin– Simulation System (VR)

• Wikis• Yammer• IM• Virtual Reality (?)

• Concerns– Unions campaigns– Privacy issues (really no different from any

other means of communication)• Other uses

– Tweetdeck– Simulation system – virtual worlds

Unions and Social Media Examples (working list only)

• http://www.pronetadvertising.com/articles/the-union-uses-social-media-to-slam-goodyear-tires.html

• http://www.charlespizzo.com/2009/03/10/social-media-unions-labors-clone-of-facebook/– This one is scary Stacy!

• http://alexwhite.org/2009/08/why-unions-should-embrace-social-media/

Good articles for data/quotes

• http://www.nytimes.com/external/readwriteweb/2008/10/22/22readwriteweb-health_20_economics_of_aggregation.html

• http://www.thehealthcareblog.com/the_health_care_blog/2009/06/unions-may-get-a-pass-on-health-care-benefits-tax.html

• http://unionreview.com/anti-union-comments-hill-blog-needs-your-e-activism– Example of union campaigns already working the social media

• http://www.wedowebcontent.com/blog/whole-foods-facing-pr-nightmare-after-ceos-health-care-remarks.cfm– Current example about the use of social media against a large corporation (Whole Foods)

Welcome!

• Faculty for today…..•Housekeeping details…

• Feel free to move around.• Cell phones on “stun” please• Laptop sound level on ‘mute’

(Reminder: This course requires a laptop and a mobile device such as a cell phone with text messaging, PDA, Blackberry or

iPhone. ???)

Introductions

• Introductions:– Your Name– Your Position and Facility

Session Objectives

At the end of this session, the Leader will be able to:• Demonstrate an understanding of what is social media

and its use in healthcare• Understand and explain Banner’s philosophy, policy, and

practice for social media use.• Demonstrate ability to access at least 2 social media

applications.• Identify uses of social media by Banner employees.

What This Session Is About…

–A high-level overview of what is social networking– Exposure to social networking tools–How these social networks are being used

in healthcare today–Why leaders need to understand this new

frontier–Understanding Banner’s strategy & policy–Conclusion and Wrap-Up

Revise these later…

…and What This Session Is Not

• Step-by-step training in each of the social networking tools

• How to circumvent Banner’s security

“A nice piece of technology, but it will never become a part of the practice of medicine”

Quote by unknown physician, late 1800s.

Traditional Communications

Social Media in Health Care

SOCIAL MEDIA

What are people doing?

• Watching and sharing videos (83%)• Visiting social networks (71%)• Reading blogs (71%)• Commenting on blogs (56%)• Sharing photos (55%)

Source: Universal McCann Wave 4 (June 2009)

Most visited US sites1. Google2. Yahoo3. Facebook4. YouTube5. Myspace6. Windows Live7. Wikipedia

8. Craigslist9. MSN10.eBay11.Blogger12.AOL13.Amazon14.Twitter15.Go.com (Disney)

Source: Alexa.com/topsites/countries/US, Aug. 28, 2009

Of the top 15 most-visited sites in America,8 are socially driven, and all 15 use prominent social elements.

©Banner Health Learning & Development

Categories of Social Networking

• Communication– Email– Texting (SMS)– Instant Messenger– Blogs– Discussion Boards– Twitter– Yammer

• Information and Resources– Wikipedia– Blogs– Yammer– Podcasts

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©Banner Health Learning & Development

Categories of Social Networking (cont.)

• Networking– Linked In– Facebook– MySpace– Plaxo (Scope et al)

• Media– YouTube– Flickr – MS Live

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It’s about the Conversation!

A Look at the Numbers

• 200+ million active users• 100+ million people log on at least once

each day • 3.5+ billion minutes spent on Facebook

each day (worldwide) • Fastest growing demographic is 35+ • 30+ million active users accessing

Facebook through mobile devices • Mobile users are almost 50% more

active than non-mobile

source: Facebook press room

A Look at the Numbers• It has become the single most talked about Web site since

Facebook and grew 1,551% between June 2008 and June 2009.• Tweeters are older than you think!

– 18-24 year olds 12% less likely than average to visit Twitter– 25-54 year old crowd is driving this trend– 45-54 year olds 36% more likely to visit Twitter, making them the highest

indexing age group– Next is 25-34 year olds: 30% more likely

Source: Reuters reporter Alexei Oreskovic.

Where did Twittercome from?

Celebs on Twitter

• Ashton Kutcher: 3.3 million followers• Ellen Degeneres: 3 million• Britney Spears: 3 million• Oprah Winfrey: 2 million• Ryan Seacrest: 2 million• Barack Obama: 2 million

Businesses on Twitter

• Today, 54% of Fortune 100 companies are on Twitter. They’re using it for:– News updates (94%)– Customer service (67%)– Marketing and promotions (57%)– Employee recruitment (11%)"

Source: “Twitter is top social media platform at Fortune 100 companies,” Mashable, Aug. 3, 2009

Twitter helps businesses

• Raise awareness• Offer proactive customer service• Answer questions• Promote events, products, services

Insert Dell customer service example

Social Media in theHealthcare Industry

According to EBennett.org

• Last Update August 19, 2009 – 351 Hospitals on social media sites– 174 YouTube Channels – 174 Facebook pages – 253 Twitter Accounts – 31 Blogs

"Patients in aggregate behave very differently than when solo. Think about what you do when you get a bad diagnosis - you fire up Google, find out who has what you have, and then talk to them. That ability, for patients to pool their resources, is a massive change to the health industry.”

Clay Shirky, speaker at Healthcare 2.0 conference, October 2008New York Times, October 2008

The Power of Social Mediain Health Care

CarePages

Insert screen shot

Insert Facebook page for Cleveland Clinic

Insert YouTube Channel for Mayo Clinic

Insert Blog page for Henry Ford Health System – Women’s Health

Insert Sherman Health blog

Disaster ResponseInnovis Health –Fargo ND

Current Social Media at Banner Health

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Social Networking Tools @ Banner

• Outlook

• MS Communicator

• MS Live (a separate course for Leaders is offered on this)

• Linked In

• Yammer (behind the firewall)

• Twitter

• Facebook

• YouTube

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Banner Social Networking Policy

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Banner’s Use of Social Networking/Media

• Careers @ Banner

• Public Relations (push)

• Building the Banner Brand

• Collaboration

• Simulation Training

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Banner’s Other Technology

• VOIP (voice over internet protocol)

• Televideo

• Use of webcams

• SharePoint

• Google Reader

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Why use Social Networking?

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How Banner employees can use Social Media

Virtual Worlds

• Robin to present…?

Wiki’s

Story about Mark Zuckerman and FacebookPowerful tool for collaboration and learningExamples of being used at BannerPresented by Mark Smith

Key audiences & tacticsAudiences Tactics

Consumers • Banner and hospital facebook pages• Comment marketing• YouTube

Patients • Online support groups

Potential employees • Facebook• LinkedIn• Twitter• YouTube

Media • Twitter

Banner employees • Yammer• Facebook