An Introduction to Social Media workshop that I delivered to the communications team at West Sussex PCT in late July 2010.

1. Introduction to Social Media
for West Sussex PCT
Presented by Mark Walker

2. Learning about social media
Those from advertising and PR know the
art of communciations but need to
understand the technology and culture of
social media. Whilst those with social
media backgrounds often lack
communications and PR skills.
– Tony Effik, Chair, Internet Advertising Bureau

3. Learning about social media
The gap for current marketers is less
about learning new skills and more about
unlearning old habits.
– Neil Keliner, Havas Media

4. Learning about social media
Ultimately you can’t teach someone the
internet, they have to have a passion that
sees them learning every day they come to
work. Because it changes everyday.
– James Bromley, MD Mail Online

5. Introduction to Social Media
• Your Questions About Social Media
• Where are we now?
• Getting to grips with social media
• Next Steps

6. Outcomes from this session
• You have more knowledge about current
use of Social Media
• You have asked questions and had some of
them answered
• You have talked to colleagues
• You are more confident about your choices
• You are starting to decide what to do next

7. Where are you now?

8. How important is Social Media?

9. Social Media Confidence
PERSONAL USE WORK USE
Average = 2.5; WSPCT = 3 Average = 2; WSPCT = 1.8
Use one or two different tools Not at all/have some knowledge

10. Your questions about Social Media
• What is the best way for NHS to engage with social media?
• Is there any evidence of usefulness for the NHS?
• How can we evaluate the use of social media to show effectiveness?
• Which are the most useful tools for what we want to achieve?
• What are the costs? Inc time/people/financial resources?
• Whose role is it within the organisation?
• How do we manage the risks (e.g. reputational) without stifling our
involvement?
• What can we learn from others who are already doing
this successfully?
• How can we make sure that we're being useful to people and not just ticking
various social media boxes?

11. What is social media?

12. What is Social Media?
• The internet
• Social spaces
• Interactive
• Multi-functional
• Fashionable
• Dynamic
• Cheap
• Easy to use

13. What is Social Media?
• Podcasting • LinkedIn
• Blogs • Google Docs
• Video-sharing • Twitter
• Microblogging • Ning
• Social Networking • Yammer
• Social Bookmarking • Slideshare
• Document-sharing • SurveyMonkey
• Video Conferencing • Wikis
• Doodle • Email forums
• Wordpress • Bulletin boards

14. Your current use of social media

15. What is Social Media for?
• Marketing  More Effective
• Sales Communications
• Communications
• Information  Better Services
• Interaction
• Trust

16. Who is Using Social Media?
• Young People • Your Clients
• Older People • Your Colleagues
• Wealthy People • Your Friends
• Poor People • Your Family
• Your Suppliers
• Your Contractors

17. What are they using Social Media for?
• Entertainment, education, health, work
• Asking questions and sharing answers
• Making recommendations
• Checking technical information
• Supporting one another
• Creating communities
• Bypassing the mainstream answers

18. Social Media in the Marketing Mix
• Price • Research
• Product • Advertising
• Promotion • Personal Sales
• Place • Affiliates
• People • Word of Mouth
• Internal Comms

19. Getting to grips with Social Media

20. The Problem with Social Media…
The Problem The Solution
• Too Many Choices • Patience
• Too Little Time • Focus
• Too Little Direction • Routine
• Evidence • Measurement

21. So What Should I Do?
• STEP 1 STEP 2
• STEP 3
Listen, Look Be Useful Measure
and Learn and
Improve

22. Step 1: Listen, Look and Learn
• Audience research
– What are people talking about
– What stories are they sharing?
– What stories are you telling?
– What are their preferences?
– Platforms, networks, concerns

23. Step 1: Listen, Look and Learn
• Where to look
– Facebook
– Twitter
– LinkedIn
– Patient Opinion
– NHS Choices
– Google for “NHS + Social media”
– Blogs/Podcasts

24. Google Alerts

25. Tweetdeck

26. Youtube

27. Patient Opinion

28. Facebook

29. NHS Choices

30. Step 2: Be Useful in Your Network
• Share what you know
• Signposting
• Announcing
• Listening
• Responding

31. Step 2: Be Useful in Your Network
20 minutes a day
• Update your website/blog
• Post comments
• Tweet useful links and news
• RT useful links and new
• Talk to colleagues, clients, partners
• Recommend something

32. Step 3: Measure and Improve
• Small Steps
• Adjust Your Routine
• Build a Network
• Be Patient
• Be Selective
• Be Focused

33. Step 3: Measure and Improve
Normalise your social media evaluation -
remember, this is just another media type;
Don't do it in isolation - integrate it with
your mainstream media analysis so you
have the ability to view a complete and
comparable media landscape
– Chartered Institute of Public Relations
Guide to Social Media

34. Step 3: Measure and Improve
• Spreadsheet
– Hits, friends, posts, comments, polls
• www.bit.ly
– What are people listening to?
• Communications campaigns
– Direct costs, people’s time, trends

35. Next Steps
• Start with where you are now
• Set achievable goals
• Understand your networks
• Share what you know
• Be useful

36. Next Steps: Individual
• Learning by Doing
– I will spend 30 minutes a week
researching the use of social media in
the NHS
– I will spend 20 minutes a day being
useful to other people by using the web
– I will include knowledge about social
media in my personal development goals

37. Next Steps: Organisation
• Marketing
– Research + website + online
• Strategy
– Policy, research, services, etc
• Human Resources
– Skills, training, job description

38. Next Steps: Your thoughts
• One thing for yourself
• One thing for your department
• One thing for your organisation

39. Useful Guides
• www.icrossing.co.uk/what-we-think
– eBook: What is Social Media?
• www.nixonmcinnes.co.uk
– Marketing Guides
• www.cipr.co.uk/socialmedia
– Chartered Institute of Public Relations
• Me and My Web Shadow
– http://amzn.to/9paTvZ

40. Keep In Touch
E: mark@wallandpleece.co.uk
W: www.wallandpleece.co.uk
W: www.markwalker.net
T: @scipmark
LinkedIn: scipmark