Social Media Monitoring - Health Reform

Social Media Monitoring for GovernmentDaniel Lodge - Business Development Manager - Social Media. APAC

@daniellodge

“If you want to know your past – look into your present conditions. If you want to

know your future – look into your present actions.” ~Chinese Proverb

Department of Health and Ageing – Health Reform

• Social networking has become the new online rage. Blogs, wikis, RSS feeds and social networking sites like Twitter, Facebook and LinkedIn have provided creative ways to recruit, engage, connect and retain employees.

• They have also provided an opportunity to facilitate strategic knowledge sharing across organisations and government agencies.

Employee learning and development

Communications/Public Relations

Recruiting

HR/Learning and Finance

HQ Based Employee functions

Field Based Employee functions

Science/Technology

Regulatory/Compliance

Don't know

Other


**Data courtesy of HCI Jan 2010

People are talking and listening to each other much more using your content.

Perhaps it’s time you started listening too?

Social Media Monitoring – Background

• The Result – – Social Media Monitoring

• An emerging SaaS technology solution category that allows Marketers to

– Track and analyse discussions online– Understand sentiment of these discussions– Identify the real influencers across online channels– Allow Marketers to respond and interact with a level of

understanding in these channels– Use the resulting insights to improve overall

» market research, positioning, and corporate wide marketing strategy

Social Media Marketing requires good listening skills

Time vs Engagement

Brand Audit

Corporate Marketing

Public Relations

Customer Service

Social Media Campaigns

Sales – Lead Gen

Competitive Insight

Product Development

Search Engine Optimisation

Time

• Public Relations

• Improve public relations effectiveness

• Build advocacy program Identify influencers and engage them

• Marketing

• Clarify whether the messaging is connecting with audience

• Generate more word of mouth

• Reduce market research costs

• Customer Service

• Are their needs being met satisfactorily

• What is the sentiment


You will need some nice technology to help.

Collect

Techrigy indexes the entire social media universe, across the globe and across all platforms.

StoreAlterian’s Social Media WarehouseSM, created in 2007, contains over 9.5 billion social media mentions, blogs, tweets, posts, images and conversations.

UnderstandAn incredibly powerful and intuitive tool, the Techrigy SM2 User Interface enables clients to visualise, analyse, communicate and share findings. Turn content into actionable insight.

The SM2 Technology Components

Over 9.5 Billion Results

Alterian SM2 Australian Health Reform

Social Media Overview

© ALTERIAN 2010 ALL RIGHTS RESERVED

Search Overview and Scope

Date range:

1/1/2010 – 10/11/2010

Exclude:

Non-English

Non-Australian Health Reform related topics

Final

results:

7,502

Search keywords:

“health reform”

**w/Australia only filter

“Kevin Rudd” AND “health reform”

“Julia Gillard” AND “health reform”

“Health reform” AND “australia”

“Health reform” AND “Australian”


Chart shows the daily volume of Social Media noise from 1/1/2010 to 11/11/2010

Ability to flag events

Identify trends and patters in underlying data

All charts are “drillable‟ – look into each individual social media mention


Ability to view issues on a granular basis and monitor the trending over time on the any data set.

The data was split into 5 categories and run over a date range.

Every data point is drillable to see the results for that date

Microblog Blog MainstreamSocial

Network

Message Board/ Forum

Video/Photo Sharing

Social media comes in a wide variety of guises and the information collected must be dealt with differently based upon the media type that it belongs to.



Chart shows volume of conversation on specific Blogs.

There have been a number of prominent blogs that mention the Health Reform.

This shows areas and communities that need to be engaged with and listened to

blog

s.crik

ey.co

m.a

u

aush

ealth

it.blo

gspo

t...

blog

otar

iat.c

om

mrli

ncol

ns.b

logs

pot...

.

austr

alia

n-po

litics

....

blog

.tara

gana

.com

blog

s.new

s.com

.au

tony

serv

e.file

s.wor

d...

www.blo

gota

riat.c

om

them

hs.w

ordp

ress

.c..

0

20

40

60

80

100

120

Mentions on Blog Sites

Negative opinion59%

Positive opinion41%

Total Sentiment - Health Re-form 1/1/2010 - onwards

Negative46%

Positive54%

Total Sentiment – Health Reform Last 60 Days


0

2

4

6

8

10

12

Negative

Positive

Displays trending of positive and negative sentiment over timeAbility to efficiently identify what is causing the sentiment for that date



Theme Graph – Grouping of TermsSize of sphere indicates the grouping of words that occurred the most when looking at positive content about the Health Reform

Ability to drill into each grouping to explore the conversations

Positive themes occur when talking about aged care services and the benefits package.


Theme Graph – Occurrence of TermSize of word font indicates the frequency that word that occurred when looking at negative content about the Health Reform

Ability to drill into each grouping to explore the conversations

Negative content included mentions about funding and hospitals.


Demographics

Author age, gender and popularity are also scored.

Giving further flexibility when analyzing the data.

There are a higher percentage of males talking about Health Reform

Australian Health Reform – Main topics Overview

In which, people compared the

differences between Health Reform agenda of each politician where many still have

doubts about any plans.

50% of conversations talked about

Health Reform related to Kevin

Rudd, Julia Gillard and Tony

Abbott

14% of conversations

discussed “Mental Health” as one of the priorities in

Health Reform plan.

In which, 34% of these

conversations criticised Kevin

Rudd’s plan as it lacked focus on Mental Health

However, it was found that not only the general public talked about this

topic, but also entrepreneurs working in Aged

care services who were very vocal.

7% of conversations

were concerned about Aged

Care Changes within the Reform.

“At one level it is a clear concession that under the previous Rudd-Roxon stewardship mental health was headed rapidly backwards and there was an urgent need to start afresh.”

(Ian Hickie – Sep 14th )

“There is a serious crisis in aged care services in Australia.We have a growing demand for services that isn't being met. The existing system is dysfunctional, and ill-prepared to meet the needs of the future.”

(Ext User, Aug 20th )

“Despite the major parties offering to spend billions on health over the next four years, neither appears to have ignited the interest of industry groups or voters…It has been pretty disappointing and both sides appear to have gone for a small target on health, so I suspect there are political reasons why neither wants to have health as a big issue”

(Cathy O’leary – Aug 18th )

Health Reform for different people


Family The elderly Doctors Nurses Allied medical professionals

13%

7%

17%

13%

3%

Who were talking about the Health Reform?

• Many families with young children were found to be against the issue of patient co-payments for health services. According to them, this new change created more financial hardship for those who use health services frequently, especially women .

• Meanwhile, mental health and suicide prevention as part of new change in Health Reform gained the most positive opinions from families.

• Most conversations that mentioned Health Reform for the elderly agreed that the aged care system within Australia was not keeping up with growing demand.

• While many supported the change that Health Reform will fund more money on the aged care services, others thought that the funding was not spent efficiently. They believed that the reform needs to move to a user-pays system where the Government gives less money and those that can afford it, do pay for it.

• While overall, Health Reform gained more positive comments from the Public, it was still viewed with many negative sentiment from doctors, nurses and allied medical professionals.

• Many of the complaints were toward the shortage of doctors for rural areas, the working hours over weekend or at night, and the fact that medical graduates can not get a job despite the high demand .

Labor party AND Its Health Reform

Positive42%

Neutral23%

Nega-tive34%

Sentiment on Labor party's Health Reform plan

• Rather than being directly negative on Julia Gillard’s plan, most directed their unfavorable opinions toward her Labor party instead.

• The plan was said to fail on addressing aged care reform.

• Mental health set as “second priority” in Health Reform of Julia Gillard was still not enough, if compared to the Coalition and the Greens.

• Many people worried that the increase of spending on Health means the increase in tax they have to pay.

• The funding for pathology services was cut as part of Health Reform plan.

• The co-payments policy could created financial difficulties for people with chronic conditions and families with young children.

E-health agenda was committed by Labor, which would support the roll-out of population health initiatives, such as pap smear testing programs.

The plan involved a commitment to preventive health as its core and attempts to deal with some of the structural barriers to improving health system performance.

Labor health agenda focuses on integrating Australia’s fragmented health system and building incentives into funding structures to keep people healthy and out of hospitals.

Labor party and Its Health Reform - In Their WordsPositive discourse when conversations compliment the Labor Health Reform

agenda, including the changes the plan will carry on, how beneficial it is and how it’s better compared with other party’s plans

Negative discourse with Labor Health

Reform issues, including how it affected patients

financially and the quality of services people received

Mixed/Neutral discourse mentions

steps of Labor Health Reform


“Labor loves to talk about how much they spend on health, blah, blah, blah, well explain the following: Lots of new medical and emergency beds opened across NSW but wait a minutes no staff to go along with them? No wonder my mum had to wait 6 hours to be seen even though her ED had 10 ‘new’ beds. Nice one Labor.”

(Against the Man, Aug 18th )

“Of course the suggestion that the Labor (or any) government can be held responsible for an individual death from cancer is outrageous. “ No, that statement is outrageous. You obviously don’t see patients on a daily basis. You obviously don’t understand the effect of Labor’s cuts to pathology rebates on compliance with testing. Yes, I have seen patients fall ill/die with the direct explanation from familiy being “we couldn’t afford the tests after the cuts by the government”

(Rubbish, Aug 19th )

“The fact is that the Labor Government has done more in a single term to re-orient the health system around primary care and preventive health than the Coalition did in its entire term in office.”

(Jennifer Doggett – Aug 19th )

“Even with Labor's commitment this week of $392 million for online doctors' consultations, health commentators say the policies of the two parties predictably target hospitals, with promises of more money for extra doctors, nurses and beds.One of the few sticking points is Labor's plan to keep building GP super clinics, which the coalition says are a waste of money and would be dumped if it gained power.”

(Cathy O’Leary, Aug 18th )

Remember, all the cool kids are doing it.

Questions!?!

Daniel LodgeM: +61424638292 | E [email protected] | Twitter: daniellodge

Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: Alterian_plc Slideshare: Alterian | YouTube: engagingtimeslive | Facebook: The Real Alterian

THANK YOU!

UK/EU: +44 (0) 117 970 3200 | NA: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: Alterian_plc

Slideshare: Alterian | YouTube: engagingtimeslive | Facebook: The Real Alterian

News & Politics

Social Media Monitoring - Health Reform