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Case Study: Social media command center - Using social to create richer customer experiences that tie back to business goals

Presented by: Therese Lockemy, Director, Internet Marketing & Social Engagement

Therese Lockemy Director, Internet Marketing and Social Engagement @tlockemy

Let’s get started!

2 #SMSsummit

Business Goals

• Become the standard model for biomedical research and discovery

• Be a health and wellness reference brand, utilizing our research and our experts to help guide people through their medical journey, whether they come to us or not.

• Be the national leader in teaching of Patient- and Family-Centered Care

• Lead the world in the education and training of physicians and biomedical scientists

• Develop engaged relationships ahead of diagnosis to increase likelihood of Johns Hopkins Medicine as first choice for advanced care

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Social Media Command Center

1. Monitor and Protect 2. Inform and Influence 3. Monitor and Elevate 4. Monitor and Inform 5. Publish and Engage 6. Monitor and Respond

Possible issues, before and after they break

Watch for trending topics to elevate experts, elevate value of social, gain content insights.

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Treating social as a dialogue

Monitor and Protect

Identify possible brand issues before and after they hit the news. Route to media

relations. Collaborate and

triage to others.

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Johns Hopkins Medicine • Six hospitals • School of medicine • Employee health care

provider • Home health care

services • Johns Hopkins

Medicine International • Johns Hopkins

Community physicians

Monitor and Protect Brand Mentions

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Monitor issues after they hit the news or social media.

Use to inform

and influence.

Monitor and Protect Issues Monitoring

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During crisis situations Provide tone, volume and

influence of conversations.

Inform and Influence Volume, Sentiment and Influencers

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Monitor and Elevate Cross-Promote

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Monitor and Elevate Trending Topics

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Mar. 3

Feb. 27

Monitor and Elevate Trending Topics

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Monitor and Elevate Share Positive Comments

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Monitor and Elevate Demonstrate Results

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Monitor and Inform Content Insights

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Content is submitted from across the institution. Tag so we can measure. Engage.

Publish and Engage Proactive Uses

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Community Build An Audience You Can Serve

E-book Brand

Journalism

Health & Wellness

Landing page

w/direct CTA

Patient Stories

Meaningful Content Must Come First Content Mix

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Meaningful Content Must Come First Tap Into Other Content Creators

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• Micro Post • Strategic Priority

• Long Form Post • Target Audience

• URL • Larger Effort

Meaningful Content Must Come First Leverage Existing Content

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Meaningful Content Must Come First Leverage Existing Content

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Well & Well Read Awareness

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Sick & Seeking Education

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Content Type Photo

Link

Status

Content Type 2

Video

Quote

Question

Health Drill Down

Cancer Diabetes

Healthy Aging Sleep

Healthy Heart Research

Meaningful Content Must Come First Understand What’s Relevant

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Quotes consistently perform well

0.00

0.50

1.00

1.50

2.00

16-Jul 23-Jul 30-Jul 6-Aug 13-Aug 20-Aug 27-Aug 3-Sep 10-Sep 17-Sep 24-Sep 1-Oct

Content Type

Video Quote Question

Quote

Meaningful Content Must Come First Test and Learn

Service recovery

Triage complaints to correct department/ person.

Point community to resources they are looking for.

Monitor and Respond Building and Keeping Trust

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“Could somebody explain how this happened?”

“I thank everyone who acted on our concerns. My sister’s surgery date is now set…Thank you!”

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Measure What Matters

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1. Growth in community/connections. 2. Engagement = reach/actions taken 3. Shares of content. 4. Traffic to your website 5. Page depth 6. Conversion rate 7. Cost per click 8. Cost per engagement

Measure What Matters KPI’s To Tie Back To Business Goals

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Measure What Matters Report On Successes

183% In Audience Growth 115% In Engagement 29% Social Referral Traffic

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Measure What Matters The Payoff

Thank You

Therese Lockemy tlockem1@jhmi.edu

Questions?

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