Connecticut Children’s Medical Center

1. Connecticut Children’s Medical Center Social Media Marketing Analysis and Plan

2. Current Situation Facebook • Lack of fans • Little use of tabs for user interactivity • Need to consolidate all the different pages into one – too much opportunity for confusion • Posting • Random intervals • Resemble announcements • Do not promote interactive users • No monitors for user interaction or customer support

3. Current Situation Nonexistent Social Media Presence • Blogging • Discussion Boards • Related Causes/Charities/Support Groups • Q&A/Conversational monitoring

4. Children’s Hospital of Boston Facebook Page • Prime example of intelligent social media use • Promotes interactivity, user-friendly, “community” feeling • Utilizes multiple social media platforms • Engages users through different mediums http://www.facebook.com/NationwideChildrensHospital#!/ChildrensHospitalBoston

5. Children’s Hospital of Boston Facebook Page - Tabs Custom Tabs Also Promote: Inviting friends Donating Sharing experiences Specific causes and campaigns such as “Heart Month” and “It Gets Better” • Welcome Tab • New users are immediately welcomed by a tab encouraging them to read and share stories after becoming a fan • Connect Tab • Links to other social media properties and related causes to foster multiple levels of involvement

6. Children’s Hospital of Boston Welcome Tab Give Tab

7. Children’s Hospital of Boston Connect Tab

8. Children’s Hospital of Boston It Gets Better Tab Invite Tab

9. Children’s Hospital of Boston Facebook Page - Posts Posts are daily, often multiple times each day Many times, posts ask questions to generate responses and conversations between users Asking users to post stories turns their Facebook wall into a running dialogue with real emotional connections • Posts are not always just announcements and are creatively catered to their audience, promoting interaction in multiple manners • Ex: Posting the “FANtastic photo of the week” • Encourages users to upload photos and rewards their participation

10. Children’s Hospital of Boston Wall Post Examples The posts at the right are good examples of promoting user interaction on your page. People like sharing their opinion in an open forum like Facebook, and asking questions on wall posts is the best way to go about doing this. YouTube has proven that people love to watch short videos, so if a post can incorporate a video (or picture for that matter) then users are much more likely to view and interact with it. Furthermore, it is a great way to remind fans of your page as videos are more likely to catch your eye when they come up in your newsfeed.

11. Nationwide Children’s Hospital This is another example of a well constructed and monitored Facebook property for all of the same reasons as the Children’s Hospital of Boston. What makes this page different, however, is the “Miracles at Play” fundraising initiative, which donates $1 everytime someone likes their page. Eventually, they would like to reach $100,000 in donations (and 100,000 fans). The benefits to this promotion are twofold and the promotion itself is both innovative and interesting. Also, users cannot avoid it when they arrive on the page and are immediately brought to the promotion’s tab. http://www.facebook.com/NationwideChildrensHospital#!/NationwideChildrensHospital

12. Other Helpful Facebook Pages St. Jude Children’s Research Hospital • Patient of the month allows for more content to be uploaded at least on a monthly basis – although they should and are doing it more • Interactive ideas like the St. Jude Valentine’s Day card are ways to get users involved in marketing your organization via word of mouth. • They also tend to get a lot of likes and comments from users as you can see to the right http://www.facebook.com/NationwideChildrensHospital#!/stjude

13. Other Helpful Facebook Pages Phoenix Children’s Hospital • Launched as a tool to help people track the hospital’s construction • Utilizes multiple social media platforms • Mistake to learn from: Contacting Facebook to delete any pages that aren’t directly controlled by your organization is necessary in creating an efficient social media property.  http://www.facebook.com/NationwideChildrensHospital#!/PhoenixChildrensHospital

14. Current Situation Twitter Feed Tweets are sporadic and are strictly related to CCMC Should incorporate interesting articles and ideas Difficult to find No description so it won’t come up when people type in “Connecticut Children’s Medical Center” – only when people type in @ctchildrens • Generic Background • Very few followers • No use of hashtags, trending ideas, or @tweets • Not following anyone else • Should follow and interact with similar hospitals, causes, people, etc. • Encourage doctors/employees to tweet and interact with your feed

15. Children’s Hospital of Boston Twitter Feed Retweets relevant information from other organizations Tweets at least once a day • Over 4,500 followers • Tweets articles and stories rather than just announcements • Has an active representative responding to @Mentions • Cross promotes its other social media accounts • Even their blog has a twitter http://twitter.com/#!/ChildrensBoston

16. Other Helpful Twitter Feeds Phoenix Children’s Hospital • 6,769 followers • Drives traffic to hospital website with links from tweets • Uses pictures of patients to make tweets more interesting http://twitter.com/#!/PhxChildrens

17. Other Helpful Twitter Feeds Children’s Medical Center: Dallas • 4,740 followers • Uses hashtags correctly to join trending topics and conversations http://twitter.com/#!/ChildrensTheOne

18. Children’s Hospital of Boston Blog: Thrive Blogs give an organization the chance to relate to their audience on a more personal level. Websites are often structured for ease of navigation to important information. Where and what are the questions people go to a website to find answers to, and often times the why, how, and whom cannot be easily discerned. A human connection is hard to make through the internet but blogs are definitely one of the best and most common ways to do so. Writers need not be completely professional in tone or style, and in doing so the user is effectively disarmed. This is a huge part of all social media, but the blog is easily the most informative platform of social media communication. http://childrenshospitalblog.org/

19. Conversational Monitoring • Internal • When people interact with your social media properties, it is necessary that you respond. • Users will ask questions, thank you for your services, and even if they don’t expect a response it boosts your credibility to give one. • Sometimes, users will post angry messages and these should be removed immediately and handled by customer service • Viruses have a way of finding and posting themselves on fan pages. Delete these immediately and remove them from your fans, it will only get worse. • Worst case scenario may be your property sending out advertisements for diet pills, pornography, or some sort of ponzi scheme.

20. Conversational Monitoring • External • Monitor your name on the internet using search engines like Google and Yahoo answers. Are people saying good things? Bad things? • Then respond appropriately, answering questions and directing them to the correct resources