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1 repaid RICHMOND NEW YORK LONDON PARIS SINGAPORE

2 Your Audiences: What They Really Think Observations of US Healthcare repaid Audiences in Online Social Behavior CHPRMS Fall 2014 Dean Browell, PhD Executive Vice President

3 repaid My Perspective

4 repaid But First: Housekeeping

5 But First: Housekeeping repaid Social Media = New Media = Emerging Media To everyone else it s just, The Internet Social Media is also far more than Facebook and Twitter Consider all the places user-generated content exists We have found conversations being held over more than 10 years taking the GMAT in France - trust me, there s more there than you think It is not a matter of if but rather, how different generations use social media; for every teen girl on Twitter there s a baby boomer guy on a car forum

6 repaid Geography Matters: People Matter Within It

7 Geography Matters: People Matter Within It repaid We often begin with our people but in the need to make quick decisions we start extrapolating out quickly, making, at times accidentally, wildly wrong assumptions Let me give you an example: How many of you have read general articles on Twitter? Now how many of you have read an article on Twitter use in rural South Carolina? How about even just the difference between rural and urban Twitter use?

8 Geography Matters: People Matter Within It repaid Search is incredibly influenced by location And a big note on the examples and trends you re about to see: These are all VERY specific to a particular region of the country These examples are majorly influenced by the cultures, history, demographics, etc. of their populations and geographies Your mileage may vary In fact, you may have a different vehicle altogether

9 repaid Observations: Examples + Trends

10 Observations: Examples + Trends repaid On review sites (like Yelp, doc review sites), individuals wrote detailed reviews on docs Reviewers themselves were weighted (visibility, upvotes by peers) On Forums, residents asked outright: Who should I go to for primary care? Key Insight: Biggest complaint? Docs that pushed back when patients showed up with the very eagerness and wellness material the health system had been promoting (wanting a partner not parent) Physician Choice

11 Observations: Examples + Trends repaid From Google Maps, about a facility that was purchased and completely over-hauled in the 5 years prior; this was the ONLY review Key Insight: Maps matter Please stay away at all cost Most of the help must of received there teaching at ADOLF HITLER school of health care Nurses aids social Google workers beyond rude I wouldn't wish this place on my worst enemy. Maps - Gary, Google Maps

12 Observations: Examples + Trends repaid Found on a Foursquare location for the stoplight outside the hospital Showcases the increasing use of geolocation Foursquare tips now show up in a number of other apps, such as Pinterest Key Insight: Proximity is a massive part of even casual search (such as in Instagram) Note it s not just the main hospital location tagged here Geo- location

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14 Observations: Examples + Trends repaid Key Insight: Hashtags are an unusual social media element, but geographic hashtags, even more so There are NO consistent rules for geography - rather, it s mob rule For this example, in Virginia: Northern VA uses #NOVA Richmond, VA uses #RVA Roanoke, VA uses #ROA (airport) Eastern VA ignores city designations and instead uses #757 (area code) Hashtags

15 Observations: Examples + Trends repaid Sometimes, 2 cities within 40 miles of each other can have radically different populations - even online In one Midwest case: population active on Facebook matched the 50+ However socio-economic differences meant the more blue-collar city preferred forums for healthcare chatter Key Insight: Don t make assumptions about audiences Two Cities

16 Observations: Examples + Trends repaid Studying forums for how nurses study and feel about leadership Nurses hold strong opinions of others, falling into a leadership role without any management experience; subsequent lack of interest in roles And yet, much discussion of wanting to be a part of larger administrative discussions Key Insight: Terms matter; approaching nurses as part of a larger discussion will help to identify future leaders better than hoping they will eventually self-identify Nurse Leaders

17 Observations: Examples + Trends repaid Regional crisis that began to attract national attention Monitoring discovered a massive protest was being prepared to coincide with a hospital s employee appreciation day The discovery: A scanned FAX was shared on a local forum Date of event changed; Protest avoided Key Insight: Don t neglect real local communities online for shiny social objects The Crisis

18 Observations: Examples + Trends repaid Picture it: a CEO enters the room and asks, We need to be on Twitter put new maternity campaign on there. Waterside tourist-driven area served by a community hospital Research showed the hospital should only use Twitter for emergency services why? Key Insight: Community development, even online, is heavily influenced by geography; not all Twitter communities are created equal Maternity Twitter

19 Longtime lack of robust cell / data coverage = no organized local Twitter community prepaid d m s ttp%3a%2f%2fwww.outerbanks.com%2frealq w But tourists brought their Twitter behavior with them - so there were Tweets from the area, just posted from rental WiFi hotspots

20 Observations: Examples + Trends repaid We ve seen more than one occasion of a hospital designing social strategies to speak to a target demographic only to find that demographic either doesn t make up the bulk of their subscribers (Likes or Followers) or rather that they haven t been seeing their content for a long time Key Insight: Really look at your Facebook Insights and your web referrals - who comes to you and who interacts? Who are you targeting? Do any of those match up? Unsightly Insights

21 repaid Closing: Listening First, Listening Well

22 Closing: Listening First, Listening Well repaid Do an annual study of your entire market Geographic differences Demographic differences Pain points, wins, needs Compare what you and competitors doing Overlaying the latter on the former - what opportunities are you currently missing? Monitor Smart Tune outreach to be specific, targeted Find out what you re doing that s truly moving the needle

23 repaid Discussion

24 repaid Thank you Twitter.com/feedbackagency Facebook.com/feedbackfb

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