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

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

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

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

Children’s Hospital of Boston Facebook Page - Tabs 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 Custom Tabs Also Promote: – Inviting friends – Donating – Sharing experiences – Specific causes and campaigns such as “Heart Month” and “It Gets Better”

Children’s Hospital of Boston Welcome TabGive Tab

Children’s Hospital of Boston Connect Tab

Children’s Hospital of Boston It Gets Better TabInvite Tab

Children’s Hospital of Boston Facebook Page - Posts 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 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

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.

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.

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

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. 

Current Situation Twitter Feed Generic Background Very few followers No use of hashtags, trending ideas, Not following anyone else – Should follow and interact with similar hospitals, causes, people, etc. – Encourage doctors/employees to tweet and interact with your 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

Children’s Hospital of Boston Twitter Feed Over 4,500 followers Tweets articles and stories rather than just announcements Has an active representative responding Cross promotes its other social media accounts Even their blog has a twitter Retweets relevant information from other organizations Tweets at least once a day

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

Other Helpful Twitter Feeds Children’s Medical Center: Dallas 4,740 followers Uses hashtags correctly to join trending topics and conversations

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.

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.

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