Introduction to Social Media for West Sussex PCT

Presented by Mark Walker

Learning about social media

Those from advertising and PR know the art of communciations but need to understand the technology and culture of social media. Whilst those with social media backgrounds often lack communications and PR skills.

– Tony Effik, Chair, Internet Advertising Bureau

Learning about social media

The gap for current marketers is less about learning new skills and more about unlearning old habits.

– Neil Keliner, Havas Media

Learning about social media

Ultimately you can’t teach someone the internet, they have to have a passion that sees them learning every day they come to work. Because it changes everyday.

–  James Bromley, MD Mail Online

Introduction to Social Media

•  Your Questions About Social Media • Where are we now? • Getting to grips with social media • Next Steps

Outcomes from this session

•  You have more knowledge about current use of Social Media

•  You have asked questions and had some of them answered

•  You have talked to colleagues •  You are more confident about your choices •  You are starting to decide what to do next

Where are you now?

How important is Social Media?

Social Media Confidence WORK USE

Average = 2; WSPCT = 1.8 Not at all/have some knowledge

PERSONAL USE

Average = 2.5; WSPCT = 3 Use one or two different tools

Your questions about Social Media

•  What is the best way for NHS to engage with social media? •  Is there any evidence of usefulness for the NHS? •  How can we evaluate the use of social media to show effectiveness? •  Which are the most useful tools for what we want to achieve? •  What are the costs? Inc time/people/financial resources? •  Whose role is it within the organisation? •  How do we manage the risks (e.g. reputational) without stifling our

involvement? •  What can we learn from others who are already doing

this successfully? •  How can we make sure that we're being useful to people and not just ticking

various social media boxes?

What is social media?

What is Social Media?

•  The internet •  Social spaces •  Interactive •  Multi-functional •  Fashionable •  Dynamic •  Cheap •  Easy to use

What is Social Media?

•  LinkedIn •  Google Docs •  Twitter •  Ning •  Yammer •  Slideshare •  SurveyMonkey •  Wikis •  Email forums •  Bulletin boards

•  Podcasting •  Blogs •  Video-sharing •  Microblogging •  Social Networking •  Social Bookmarking •  Document-sharing •  Video Conferencing •  Doodle •  Wordpress

Your current use of social media

What is Social Media for?

• Marketing • Sales • Communications •  Information •  Interaction • Trust

 More Effective Communications

 Better Services

Who is Using Social Media?

•  Young People • Older People • Wealthy People • Poor People

•  Your Clients •  Your Colleagues •  Your Friends •  Your Family •  Your Suppliers •  Your Contractors

What are they using Social Media for?

• Entertainment, education, health, work • Asking questions and sharing answers • Making recommendations • Checking technical information • Supporting one another • Creating communities • Bypassing the mainstream answers

Social Media in the Marketing Mix

• Price • Product • Promotion • Place • People

• Research • Advertising • Personal Sales • Affiliates • Word of Mouth •  Internal Comms

Getting to grips with Social Media

The Problem with Social Media…

• Too Many Choices • Too Little Time • Too Little Direction • Evidence

• Patience • Focus • Routine • Measurement

The Problem The Solution

So What Should I Do?

•  •  STEP 1

Listen, Look and Learn

STEP 2

Be Useful

STEP 3

Measure and Improve

Step 1: Listen, Look and Learn

• Audience research – What are people talking about – What stories are they sharing? – What stories are you telling? – What are their preferences? – Platforms, networks, concerns

Step 1: Listen, Look and Learn

• Where to look – Facebook – Twitter – LinkedIn – Patient Opinion – NHS Choices – Google for “NHS + Social media” – Blogs/Podcasts

Google Alerts

Tweetdeck

Youtube

Patient Opinion

Facebook

NHS Choices

Step 2: Be Useful in Your Network

• Share what you know • Signposting • Announcing • Listening • Responding

Step 2: Be Useful in Your Network

20 minutes a day • Update your website/blog • Post comments • Tweet useful links and news • RT useful links and new • Talk to colleagues, clients, partners • Recommend something

Step 3: Measure and Improve

• Small Steps • Adjust Your Routine • Build a Network • Be Patient • Be Selective • Be Focused

Step 3: Measure and Improve

Normalise your social media evaluation - remember, this is just another media type; Don't do it in isolation - integrate it with your mainstream media analysis so you have the ability to view a complete and comparable media landscape

–  Chartered Institute of Public Relations Guide to Social Media

Step 3: Measure and Improve

• Spreadsheet – Hits, friends, posts, comments, polls

• www.bit.ly – What are people listening to?

• Communications campaigns – Direct costs, people’s time, trends

Next Steps

• Start with where you are now • Set achievable goals • Understand your networks • Share what you know • Be useful

Next Steps: Individual

• Learning by Doing – I will spend 30 minutes a week

researching the use of social media in the NHS

– I will spend 20 minutes a day being useful to other people by using the web

– I will include knowledge about social media in my personal development goals

Next Steps: Organisation

• Marketing – Research + website + online

• Strategy – Policy, research, services, etc

• Human Resources – Skills, training, job description

Next Steps: Your thoughts

• One thing for yourself • One thing for your department • One thing for your organisation

Useful Guides

• www.icrossing.co.uk/what-we-think – eBook: What is Social Media?

• www.nixonmcinnes.co.uk – Marketing Guides

• www.cipr.co.uk/socialmedia – Chartered Institute of Public Relations

• Me and My Web Shadow – http://amzn.to/9paTvZ

Keep In Touch

E: mark@wallandpleece.co.uk W: www.wallandpleece.co.uk W: www.markwalker.net T: @scipmark LinkedIn: scipmark