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This document is confidential and is intended solely for the use and information of the client to whom it is addressed.
Who am I?
Donald Jones, Associate with Booz Allen Hamilton One of the leaders for our Digital Strategy & Social Media Practice in the Health market Connect with me on Linkedin: http://www.linkedin.com/in/donaldejones Find me on Twitter: http://www.twitter.com/oleandros Friend me on Facebook: http://www.facebook.com/donjones Follow me on Foursquare: https://foursquare.com/oleandros Find me on Google+ donjones@gmail.com
Source: Jeremiah Owyang, 2010, The Two Career Paths of the Corporate Social Strategist. Available at: http://www.web-strategist.com/blog/2010/11/10/report-the-two-career-paths-of-the-corporate-social-strategist-be-proactive-or-become-social-media-help-desk/
Enteprise 2.0 Strategy and Implementation Collaboration Audit Community Management User Adoption Change Management Training/Coaching Innovation Management Knowledge Management
Scaling
Normalization
Problem: Help 75+ Military Treatment Facilities (MTFs) around the world use social media to better engage with their patients while understanding staff changes quickly with short notice
Source: Air Force Medical Service. Use of the DoD imagery does not constitute or imply endorsement.
Getting Started
Hold focus groups with MTFs who were already on Facebook, those interested but havent started yet, and those that resisted Use data to inform development of Social Media Toolkit which included: Social Media Policy and Protocol How to Get Started (Responsibilities, Getting Started Checklist, Tips/Tricks) Profile Content Guidelines (Required Information and Checklist) Facebook Templates (Basic, Advanced, Awesome) How to Manage Accounts (Ownership, Time Saving Tips, Transitioning Accounts) How to Build a Fan Base (Outreach Tips) How to Develop Content (Sources, Themes, Sample Messagings, Posting & Blogging Tips and Tricks) Reporting Success (Metrics, Insights) Beyond Facebook (Twitter, YouTube, LinkedIn) FAQs (Informed by questions that came up in the focus groups) Additional Tips, Tools, Resources, Supplemental Materials
Source: scjody under Creative Commons license via Flickr.com
Results
49 of the 75 MTFs have Facebook Pages AFMS main page has 3,685 Fans since launching in January with an active fan base USAF Hospital Langley was able to promote flu shots via their Page. They had a record number of people come in for flu shots as a result. Misawa 35th Medical Group was able to communicate important news and updates during the crisis in Japan. Vandenberg 30th Medical Group used Facebook to communicate operational hours during tsunami warnings keeping their Fan Base informed and up to date. Scott AFB Clinic saves time by responding to Fans questions via Facebook and posting materials that address FAQs.
Source: Air Force Medical Service Misawa 35th Medical Group Page on Facebook.com. Use of the DoD imagery does not constitute or imply endorsement.
Plan your social media program as if your star wont be here tomorrow
Your stars role will likely change in the next year, whether by their action or because of changes in leadership. Assume the torch will need to be passed to someone else, and plan for it
Source: itsjed under Creative Commons license via Flickr.com
Make sure your superstar knows their success will be remembered by your organizations ability to sustain the effort after they are gone
Mentoring and nurturing talent is integral to long-term success. If your social media program disappears when your star disappears, your program, and your star, will be seen as a failure.
Source: foxypar4 under Creative Commons license via Flickr.com
Integrate and normalize social media into daily communication practice across your organization
Digital and social media are integral for communicating with your consumers and valuable for communicating in your organization. Find ways to incorporate social media into your communication, training and performance systems
Source: loop_oh under Creative Commons license via Flickr.com
Dont stop at a star, build a whole constellation of people who understand and use social media throughout your organization
Think about creating a social media coalition within your organization. Identify champions in different departments and engage them regularly in meetings to share successes and challenges
Understand and communicate that social media is beyond a fad: all media is now social
While people in your organization are still getting on board, the reality is that social engagement with your content is now a fact of life. Ignore it at your peril
Source: Tony the Misfit under Creative Commons license via Flickr.com
Recognize that there will always be social media resistors. Diffuse it with solid data
Some people will never get social media, but tangible data and results can at least help them understand its value, even if its not for them. Use case studies and metrics to make your case
Source: Number 6 (Bill Lapp) under Creative Commons license via Flickr.com
Contact Me
Donald Jones, Associate with Booz Allen Hamilton
Email: jones_donald_1@bah.com Phone: 202-556-1972 Twitter: @oleandros