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Member Meeting 1June 22, 2016Chicago
Learn more about Member Meetingshealth.socialmedia.org/meetings
Boston Children’s HospitalLily Vautour
Taming the Wild West: 7 keys to managing an affiliated page network without losing your brand
7 keys to managing an affiliated page network without losing your brand
Lily Vautour Senior Social Media Specialist
@LilyVautour
TAMING THE WILD WEST:
What we were told 6 excuses What we suspected 7 things we did
Benefits to hospital and audience What it takes 2 tools
SHUT THEM ALL DOWN. ” “
EXCUSES 1. We don’t have enough resources
2. It’s not scalable 3. We don’t have the time
4. We won’t be able to effectively manage
5. There is too much risk involved
6. The pages will dilute the brand
6
WHAT WE SUSPECTED 1. Pages are valuable to our patient families –
support systems built within these communities would be lost if deleted
2. With guidance, they have the potential to reach new patients, support existing ones and re-‐engage prior patients
3. Some pages should probably be shut down
THINGS WE DID
7
Identified all pages and page managers
1.
Improper branding
Cows
Links to internal website
(THINGS WE FOUND)
Categorized the pages by activity level and engagement
2. Facebook Properties
Boston Children’s Hospital
Trust
Milagros Para Ninos
Children’s Hospital League
MarCom
Thriving
Media & Child Health
Young Women’s Health
Young Men’s Health
Healthy Family Fun
National Centers
Heart
Transplant
Hemophilia
Blood Donor
Cleft Lip and Palate
Service Lines
Sports Medicine
Advanced Fetal Care Center
Plastic Surgery
Celiac
Augmentative Communications
Innovation
Science & Innovation
Stem Cell Research
Autism Research
Labs of Cognitive Neuroscience
Interestitial Cystitis (IC) Research
Other Conditions
Down syndrome
EAT
Spina Bifida
CV Surgery
Cystic Fibrosis
Creative Arts Program
Opthalmology Foundation
Sent preparatory materials and met with each page manager face to face
ü What is your Facebook page name? ü Is your page brand compliant? ü What are you hoping to accomplish by having a page? ü Who is your target audience? ü Who is responsible for monitoring + publishing content ?
ü What does your content consist of?
ü How do you acquire and organize content?
ü Do you produce relevant content 3-‐4 times per week?
ü Are you familiar with Facebook analytics?
3.
Eliminated some pages
Facebook Properties
Boston Children’s Hospital
Trust
Milagros Para Ninos
Children’s Hospital League
MarCom
Thriving
Media & Child Health
Young Women’s Health
Young Men’s Health
Healthy Family Fun
National Centers
Heart
Transplant
Hemophilia
Blood Donor
Cleft Lip and Palate
Service Lines
Sports Medicine
Advanced Fetal Care Center
Plastic Surgery
Celiac
Augmentative Communications
Innovation
Science & Innovation
Stem Cell Research
Autism Research
Labs of Cognitive Neuroscience
Interestitial Cystitis (IC) Research
Other Conditions
Down syndrome
EAT
Spina Bifida
CV Surgery
Cystic Fibrosis
Creative Arts Program
Opthalmology Foundation
4.
Tactical Checklist 3-‐6 posts weekly
Reminders “Always include an image in your posts!”
Measurement “Your Q2 metrics are due in one week. Please see attached instructions.”
Tips “Facebook live was just released. Here’s the info and opportunity…”
Developed and established best practices
5.
Rebranded pages
6.
Embraced and grew the affiliated community at Boston Children’s
115,000
7. 835,000 +
= 945,000 fans
HOW OUR PATIENT FAMILIES BENEFIT Content is relevant to their child
Support from parents just like them
Stay up-‐to-‐date on their child’s program
They are given a real voice
HOW THE HOSPITAL BENEFITS Gain patient family insights
Increase traffic to website and blogs Increase social media reach
Improve engagement between social media team and hospital staff Garner more appointments and phone calls
Objective Create CHD community that will strengthen patient loyalty & grow volume
• Well defined, consistent content approach – focus on humanizing our care
• Partner with Heart Center staff – consistently celebrate progress
Impressions / Engagement / website traffic / 2nd opinions / referrals
Measurement
53K fans
1.5K avg. post engagements
17+ patient leads
35 referral questions
• Respond to every post to page, engage with all comments
• Re-‐share fan content (Photo of the Week)
• Partner with relevant advocacy groups and leverage content
• Utilize video / photography / stories – clinician/patient specific
Tactics
Community Strategy
FB Private Group Pilot: Home Parental Nutrition Group
-‐ Niche community looking for more info -‐ Sensitive, personal topic
-‐ Dedicated Physician + MAC Support -‐ Content
-‐ HPN caregivers empowering each other -‐ Insights gained being utilized in clinic
What We Had
The Right Platform
Results
2 FUTURE STATE TOOLS
WHAT IT TAKES
Upfront time: • Research
• Best Practices + reporting structure creation
• Meetings
Personnel: • Identified page manager within the program:
– 3-‐10 hours per week
– Basic knowledge of social media
– Willingness to learn and eagerness to build the page
Ongoing maintenance: • Monitor the pages
• Identify, package and send relevant content
• Host in person group forums
SOCIAL MEDIA PAGE APPLICATION
1. What kind of page would you like to create? 2. Why would you like to create a page and what
are you hoping to accomplish?
3. What will the name of the page be?
4. Who is your target audience? 5. Who will be responsible for monitoring messages
and publishing content to the page and how much time per week will this person have to dedicate?
6. What will your content consist of and how will you acquire and organize it?
7. Could this content be shared to Boston Children’s existing social media platforms? If not, please explain why.
8. Can you produce relevant content for your audience 3-‐4 times per week?
9. Can you track analytics and report back to the Social Media team on a monthly basis to assess progress?
10. How will you define success for this proposed social media page?
Please answer the following questions if you’re interested in creating a social media page for your center/department/program.
3-‐MONTH EDITORIAL CALENDAR
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Member Meeting 1June 22, 2016Chicago
Learn more about Member Meetingshealth.socialmedia.org/meetings
