Create social employees that become your rock-star social media team. Gina Czark and Jessica Fillnger

Transcription

1 Create social employees that become your rock-star social media team Gina Czark and Jessica Fillnger

2 About NewYork-Presbyterian Ranking #1 in New York Among top six hospitals in the U.S. ranked by U.S. News & World Report 2

3 NewYork-Presbyterian by the Numbers One of the nation s largest hospitals with more than 2,400 beds Affiliation with two leading Ivy League medical schools 21,747 employees and 6,020 affiliated physicians 2M+ inpatient and outpatient visits 14,600 deliveries 311,731 visits to emergency departments

4 History of Social Media Program Two new full-time employees hired (Winter 2012)» March 2012» May 2012» June 2012 Summer 2012: Social Media Strategy presented and approved Overarching Goal: Develop a social media program that enhanced communication and engagement among patients and staff Find our social media channels at 4

5 Today s Presentation Gain social business buy-in from senior leadership Identify and develop your advocates and all-stars Building an ambassador program Create opportunities for engagement 5

6 Employees Rising: Seizing the Opportunity in Employee Activism Weber Shandwick & KRC Research, 2014 Survey 6

7 Build an ambassador program Identify advocates in leadership Share social strategy and their role Share social strategy across organization Identify social media all-stars Train the trainer 7

8 Identify Your Advocates 8

9 NYP s Advocate: Senior Leadership Robert E. Kelly, MD 9

10 Leadership on Twitter 15 SVPs Chief Nursing Officer Chief Quality Officer Chief Operating Officers Chief Information Officer 10

11 Finding social media advocates and brand ambassadors 11

12 Who We Found Human Resources Food & Nutrition Volunteers Nursing Development IT Senior Leadership Sustainability & Facilities Family Advisory Council Finance Public Affairs Clinical Areas 12

13 All-Star Program Policy Weekly Check- Ins Individua l Lessons NYP All-Star Progra m Employee Orientatio n Train the Trainer Toolkit 13

14 NYP Social Media Policy Business use Personal use Patient Privacy IP and Confidential Information Use of hospital and electronic systems and devices Enforcement Cite other policies 14

15 Opportunities for Engagement 15

16 Create Opportunities for Engagement Reporters on the Ground Hospital events Employee recognition Awards & honors Photography Account Takeovers Instagram Facebook cover photo Twitter Branded Hashtags Subsets of content Prevents from account overload & brand confusion 16

17 Reporters on the ground 17

18 Account Takeovers 18

19 Branded Hashtags #nypnutrition #nypgreen #mschony #nypkickoff 19

20 Success Stories 20

21 Join the Conversation on Social Media 21 21

22 How We Got There? Developed Social Media Strategy Preparation: employee toolkit, Social Media All-Stars Information: stats, tips, recipes, Food & Nutrition partnership Motivation: quotes, collages, proactive engagement, Buzzfeed Celebration: RT and share team, individual wins, milestones, Storify **Proactive partnership with internal NYP BeHealthy team & Communications: Infonet, blasts, NYPress

23 Social Media Employee Toolkit 23

24 Build Excitement 24

25 Informational Content 25

26 Partnership with Food & Nutrition 26

27 Motivation 27

28 "12 Ways You Know You re Participating in a Steps Challenge." 28

29 I Step For 29

30 30

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32 Finishing Strong Social Media Statistics: staff actively tweeting - All campuses represented stories created and shared - Storify of social media posts: pages - More than 2,300 views:

33 Celebrating the Team 33

34 What We Know 34

35 Where We Are Now Bridging the gaps Common sense policy Annual Hospital-Wide Training and Orientation 35

36 Social Breaks the Story 36

37 Amplification of the Story 14,960 79, ,385 7,194,898 7,413, million impressions 22,996,187 5,431,512 Impressions by Event 94, ,749 7,430,648 14,843,937 37,840,124 43,271,636 AUG - 5 AUG - 6 AUG - 19 AUG - 23 AUG - 24 AUG - 26 SEPT - 3 Total Impressions