Social Media Masterclass by Joe McCrea

Getting real with Social Media

• Because social media has moved from being the new kid on the block into the mainstream

• Because in the current climate everyone and everything needs to show real value

• Because social media can genuinely make a difference

Why do we need to get real?

•Recognise the opportunity•Understand what the NHS is using•Debunk the myth about social media skills•Practice Social Media behaviours•Produce good Social Media content•Avoid Social Media pitfalls•Learn how to find your key accounts•Integrate your social media with core activities•Appreciate the power of Mobile

What we will cover

Recognise the Social Media opportunity

When to engage?• As early as possible when strategies are being formulated

• When service change is envisaged - (e.g. new care model, new patterns of provision)

• When change in attitudes or behaviours is required from users - (using local services more intelligently, not turning up to A&E, getting a flu vaccination at the pharmacists)

The change challengeWhat would persuade you to support changes in your local NHS services?

Source: NHS Confederation survey - Autumn 2014

If your local NHS needs to change how it provides care, how do you want to be involved in this process? ?

Source: NHS Confederation survey - Autumn 2014

The change challenge

If your local NHS needs to change how it provides care, how do you want to be involved in this process? ?

Source: NHS Confederation survey - Autumn 2014

The change challenge

You said there were changes to your local NHS service within the last 5 years you strongly supported/opposed. Did you undertake any of the following forms of action to express your views?

Source: NHS Confederation survey - Autumn 2014

The change challenge

You said there were changes to your local NHS service within the last 5 years you strongly supported/opposed. Did you undertake any of the following forms of action to express your views?

Source: NHS Confederation survey - Autumn 2014

The change challenge

Trad vs Social…Your

traditional comms and engagement

channels

Your own Social Media

Interaction with others’ Social Media

Local patient groups

Local politicians

Local and NHS Trade

Media

National News and Political Media

Benefit from and tend to prefer

smooth, positive engagement

Have a vested interest in

maintaining a positive local relationship

You have editorial control of what is said in your name

Can be deployed by you instantly and

cheaply

You have instant public or private

response or right of reply

So what does that tell us of the opportunity?

• Local people value engagement from the NHS via consultations, surveys, staff views and social media more than one-to-one conversations on health matters with their local politicians

• By combining social media with surveys, consultations and open dialogue with local patient groups - the NHS can meet the preferences of large sections of local people - particularly those not already ‘in the system’

• Social Media is - compared with other communication channels - cost-effective, instant, flexible and in your control

Understand what the NHS is using

A year and a half ago…

“There are increasing signs that the NHS is finally ready to step up to the mark and bring social

media into mainstream core business operations, delivering

real value and improvement across activities such as listening, engagement,

improvement and collaborative innovation.”

On the brink….

Hot off the press…a sneak preview

2014 2015

2014 2015

A JustTwi*er 27.98% 39.51%

B Twi*er,YouTubeandFacebook 20.94% 22.02%

C NoSoMe 20.35% 5.56%

D Twi*erandFacebook 13.50% 14.61%

E Twi*erandYoutube 7.83% 8.23%

F Non-big4 6.46% 6.79%

G

Twi*er,Facebook,Youtube,LinkedIn

1.96% 2.06%

H Twi*erandLinkedIn

0.39% 0.41%

I Twi*er,YouTube,LinkedIn 0.39% 0.41%

Exclusive - from forthcoming J B McCrea Ltd Report “Beyond the Brink - the second annual analysis of NHS Social Media” - to register to receive copy of free Report e-mail enquiries@jbmccrea.com

NHS Social Media use

Use Social MediaDon't use Social Media

Exclusive - from forthcoming NHS Providers and J B McCrea Ltd Report “Beyond the Brink - the second annual analysis of NHS Social Media” - to register to receive copy of free Report e-mail enquiries@jbmccrea.com

More than 9 out of 10

More than 100,000 EXTRA Twitter accounts began to follow @dhgovuk,

@nhsengland, @theKingsFund, @nhsconfed or @HSJnews between

2015-16 Exclusive - from forthcoming NHS Providers and J B McCrea Ltd Report “Beyond the Brink - the second annual analysis of NHS Social Media”

- to register to receive copy of free Report e-mail enquiries@jbmccrea.com

100,019

Debunk myths about Social Media

skills

How many of you have…Created a presentation?Delivered a presentation?

Watched a DVD?

Taken a picture?

Delivered a speech?

Created an e-mail group?

Sent and cc’d an e-mail?Forwarded an e-mail?Added an attachment?

Done a Q & A session?

Recorded a series?

Been part of a team?

Shared some news or gossip?

How many of you have…Sent a tweet?Retweeted a tweet?

Watched a video?

Created a video?

Listened to a Podcast?Presented a Podcast?

Downloaded a presentation?Uploaded a presentation?

Created a LinkedIn profile?

Posted a LinkedIn status update?

Created a Facebook profile?Created a Facebook Page?

Joined a LinkedIn Group?

Followed others?Invited others to follow?

Subscribed to a channel?

Shared a photo?

Taken part in an online broadcast?

Used Tweetdeck?

ALL the skills you need for these…

Are involved in doing these

They simply need applying in new

ways

Practice Social Media behaviours

Activity One - Cluedo

324 possible permutations

• it’s all about following and being followed

•engagement brings rewards and recognition and response

•Tell it small, tell it often

Activity One - Cluedo

Produce good Social Media content

Activity Two - Attention Grab

Name me three reasons why you would choose one channel’s or organisation’s

content over another

Activity Two - Attention Grab

It’s all about the NEW 3 Rs

X •Recent•Relevant•RewardingX

Wordsare trumped by are trumped by

Activity Two - Attention Grab

Avoid Social Media pitfalls

Remember how we solved Cluedo?…

Activity Three - Time Lords

•knowing HOW is not enough - it’s about WHO

• think about WHAT they would be interested in and who they FOLLOW

•plug your GAPS

Activity Three - Time Lords

Mind the Gap!

60,000 people follow a local Healthwatch Twitter account75% of people who follow a local Healthwatch Twitter account DO NOT follow ANY of:@NHS England, @dhgovuk, @CareQualityCommission, @HealthwatchE OR @NHSCitizen

Follows local Healthwatch but no national NHS accountFollows local Healthwatch and at least one national NHS account

Source: J B McCrea Ltd “Find SoMeone in Health” Data store

Mind the Gap!

On average, less than 5% of people follow BOTH their local Trust AND their local HealthwatchOn average, 81% of local Healthwatch followers do not follow their local TrustOn average, 94% of local Trust followers do not their local Healthwatch

Follows the organisation but not its HealthwatchFollows both the organisation and its HealthwatchFollows the organisation's Healthwatch but not the organisation itself

Source: J B McCrea Ltd “Find SoMeone in Health” Data store

Mind the Gap!

• 504 people or organisation follow the Twitter accounts of the @Leicester_Merc AND @NHSEngland but not @NHSELRCCG, including ‘Active Oadby Wigston’ and ‘Rutland C Spirit – working to support people in rural areas’;

• 589 people or organisations follow @MINDCharity and the @Leicester_Merc, but not @NHSELRCCG, including Action Homeless - a Leicester and Leicestershire charity tackling the causes and consequences of homelessness;

• Over 800 people or organisations follow @carersUK and the @Leicester_Merc but not @NHSELRCCG; and

• 1,150 people or organisations follow @MumsnetLeics but not @NHSELRCCG

Minding the gaps

Mosaics and Combination Codes

• There are estimated 15 million UK Twitter followers

• We identified the 238,927 accounts with the strongest interest in the NHS

• We ranked the 4,528 of these who follow @theKingsFund and @hsjnews and @NHSEngland and @CareQuality Comm and @nhsconfed

• That’s less than 5,000 out of 15 million -the crucial 0.003%

The National Followers

Source: J B McCrea Ltd “Find SoMeone in Health” Data store

In the top spot was the comms team for @MINDCharity .

There were some amongst the top 50 of this group that could readily have been predicted, for example:• @NHSLeadership• @MidwivesRCM• @ProfSteveField• @profchrisham• @rcgp

But there were also some surprises and some less well known stealth revolutionaries in the top 50, for example:• @claireOT - occupational therapist• @sagefemmeSB - midwife• @CombatStress - veterans mental

health charity• @pauljebb1 - asst director of nursing• @BobHudson - public policy academic

The National Followers

Source: J B McCrea Ltd “Find SoMeone in Health” Data store

Activity Four - Mosaics and Combination Codes

How would you uniquely define your stakeholders’ mosaic of interests? How would you combine the connections between them and the Twitter accounts they follow?

Activity Four - Mosaics and Combination Codes

How this CCG minded the Gap!

• Social media accounts of NHS and health-related organisations

• A tool to find the FOLLOWERS of social media accounts we most frequently engage with on social media, but who DON'T FOLLOW OUR SOCIAL MEDIA ACCOUNTS

• A tool to find and engage with Seldom Heard groups and individuals

• A tool to find followers of social media accounts associated with particular strands of work

What it contains….

In the meantime…

Populate and Integrate

Integrate…your social media…

with your webyour social media…Integrate…

your social media / web…Integrate… with your membership

Integrate…it all…into your strategy and operations

Go Mobile and Real-Time

Go Mobile

“Smartphones have become the hub of our daily lives”

Go Real Time

Go Real Time

Go Real Time

Go Real Time

Go Real Time

•Recognise the opportunity•Understand what the NHS is using•Debunk the myth about social media skills•Practice Social Media behaviours•Produce good Social Media content•Avoid Social Media pitfalls•Learn how to find your key accounts•Integrate your social media with core activities•Appreciate the power of Mobile

What we will cover

Social Media Masterclass by Joe McCrea

Getting real with Social Media