October 18 presentation at the Mayo Ragan Social Media summit

1. Hospital Social MediaOverview and Current Realities Ed Bennett University of Maryland Medical Center Mayo Clinic Rochester, MN | October, 2011

2. Outline Current Hospital List Numbers Three Stories from my Hospital Opening Access to Social Media Patient Support Groups on Facebook … and this dog

3. Page 3 My Background Pre-1980 Juggler & Street Performer 1980 - 1994 Microfilm Technician Software Trainer 1994 - 1999Web Entrepreneur 1999- CurrentDirector, Web TechnologyUniversity of Maryland Medical Center Core Web Management Skills

4. Hospital Social Media Types

5. Are We Leveling Off?

6. Where Are Hospitals in the Hype Cycle? 2010 2009 2011 Goal 2012 ?

7. Healthcare Engagement Tracker 1,078 Healthcare Facebook Pages 67% have < 1,000 fans - 41% have < 500 fans. ubicare.com/engagement

9. Pages below average less than 4 posts per week.Can you average two posts per day? ubicare.com/engagement

11. Community Outreach

12. Education

13. Public Relations

14. Crisis Communications

15. Recruitment

18. Most Blogging platforms

19. Social media widgets

20. Broke many non-social media sites

22. Respect for Hospital Staff

24. Lots of meetings and memos with

25. Legal / Compliance / IT / HR

26. Clinical Leadership

27. Policies and staff guidelines

30. Decreased patient complaints

31. Increased employee awareness

33. Patient Support Groups Outgrowth of traditional IRL groups Managed by the same group leader, usually a Nurse Practitioner Mix of Closed & Secret Groups Set up and sanctioned by the UMMC Communications Department

34. Patient Support Groups on Facebook Results: Activity level varies by group Support, knowledge exchange “Does this happen to anyone else?” Mix of health and other topics Projects and Events like a group luncheon

35. Fundraising Fundraising Event for our Cancer Center A major Maryland race Over 2,000 runners Plus one unexpected guest…

36. Dozer the Dog

37. Embed First Video

38. The Dozer Timeline Sunday May 15, 2011 - Race day, Dozer joins the fun Monday: Dozer’s owners contact UMMC We contact local / national news Tuesday:Post short videoCreate Dozer donation page Wednesday:Story picked up on personal blogs 495 YouTube Views $390 donations from 14 people

39. Dozer Donation Page Umm.edu/Dozer

41. More blog posts embedding the first YouTube Video

43. Web attention from the Today Show, Runners World, and many personal blogs (Runners and Dog Lovers)65,815 YouTube Views - $1,338 from 61 people www.umgcc.org/news/dozer-in-the-news.htm

45. Created May 26, 2011 Dozer FacebookFan Page facebook.com/dozerthedogfanpage

50. What Viral Looks Like Traffic to UMMC YouTube Videos 1,700 to 2,500 Views per day

51. What Viral Looks Like 75,000 Views 15,000 52,000 Google Yahoo YouTube Search 13,000 13,000 16,000

53. Over 500,000 YouTube views

55. Understand context

57. Ed Bennett Director of Web & Communications Technology University of Maryland Medical Center 410-328-0771 ebennett@umm.edu / ed@ebennett.org umm.edu / ebennett.org Twitter: @edbennett Presentation and Discussion at: http://ebennett.org/mayo2011