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SOCIAL MEDIA BREAKFAST MARCH 2013

SOCIAL MEDIA BREAKFAST MARCH 2013. Jennifer Walker Social Media and Information Architect. uwhealth.org/social @jw4lk. UW Health. Centralized Department. Marketing & Public Affairs E-Health Team Websites Email Marketing Social Media. VP of Marketing. Director. E-Health Team.

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SOCIAL MEDIA BREAKFAST MARCH 2013

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  1. SOCIAL MEDIA BREAKFAST MARCH 2013 Jennifer Walker Social Media and Information Architect uwhealth.org/social @jw4lk

  2. UW Health

  3. Centralized Department • Marketing & Public Affairs • E-Health Team • Websites • Email Marketing • Social Media

  4. VP of Marketing Director E-Health Team Project Specialist Creative & Editorial Manager Web Systems Manager Information & Social Media Architect Web Graphic Designer Email Marketing Program Manager 5 Web Editors 4 Back End Developers 2 Front End Developers Server Developer Student

  5. Social Media at UW Health • UWHealth.org/social • Facebook • Twitter • Youtube • Google+ • Pinterest • Linkedin • Blogs

  6. Social Media at UW Health • Single manager for our three main accounts • UW Health • American Family Children’s Hospital • UW Carbone Cancer Center • Plus 2 other smaller accounts • UW Health Transformations • UW Health Medical Directions • UWSMPH is managed by med.wisc.edu web editor

  7. Responsibilities Three Main Accounts • Posting, monitoring and replying to questions (Sprout Social) • Facebook ads/promoted posts • Responses are coordinated with Marketing or Patient Relations/Resources • Content comes from everyone (marketing, clinic staff, photographer, graphics, video) • Pros - Improved efficiency, everyone can contribute, unified voice • Cons - Less spontaneous, removed from where all the action happens, sometimes slow to respond

  8. Other Accounts • Several accounts managed as a portion of staff member’s responsibility • Dottie Donor Dot • Medical and Surgical Weight Management • Med Flight • UW Health Careers • UW Health Sports Medicine Multisport • Pediatric Hematology Oncology and Bone Marrow Transplant • Pros – Direct from the source, able to respond quickly, unique personalities/perspectives • Cons - Don’t always have time to post regularly, needs to be built-in their process, finding the right staff

  9. Strategic Growth • Official Policy for creating a new UW Health account • Complete a request form • Must support Strategic Goals • Must have a unique audience • Need the support of their VP, VP Marketing and their Marketing Account Manager • E-Health • Setup the account, assist with branding • Provide training • Act as a backup administrator

  10. Champions for Kids Radiothon • Resources to make it happen • Web editor – 1 per day to cover the event, post photos, videos, audio archives, links to donate. • Photographer – 3 days • Radio station - Audio archives • Video - Flip cam videos prepared ahead of time for non-patient stories. • Graphics - Cover photos before, during, after • Monitoring - 1 person replying, cross posting to other accounts/platforms • http://www.uwhealthkids.org/37514

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