Matt Van Pelt's presentation for SMBTV's second workshop on Social Media for Nonprofits. Matt presents some great ways to use low budget options like blogging to make an impact, and how to turn customer service issues into brand wins.

2. Ellis Medicine – Social Media
Matthew Van Pelt
Social Media / Communications Specialist

3. Ellis Medicine Social Media Overview
Facebook
• 2,218 Likes
• Nearly 400% Growth Since June
2012
Twitter
• 160 Followers
YouTube
• More than 100 videos
• Patient Testimonials
• Meet Our Doctors
Blogs
• Four Blogs – ER Construction,
Healthy Eating,
Nursing, Women’s Health
Web Chats
• 8 Online Chats with Health Experts
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6. Blogs
ER Construction
• Community updates
• Photos of construction progress
Healthy Eating
• Recipes
• Seasonal eating tips
Nursing at Ellis
• Employee highlights
• Perspective on nursing profession
• Employee engagement
Woman’s Health
• Pregnant & Post-Pregnancy Tips
• “What to Expect When You’re
Expecting”
• Team approach to content
5

7. Web Health Chats
• Monthly chats with health experts
• Education & Community Marketing Tool
• Promoted through social media, online and print
advertising
• Timely topics including healthy eating, congestive
heart failure and sports medicine
• “Online Shared Group Appointments”
• Increased Physician Engagement
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8. Facebook Growth
7
Facebook Opened
on Ellis computers

9. 1. Senior Leadership Support
2. Engaged Employees
3. Relevant Content
4. Images/Graphics
5. Schedule of Posts
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Drivers of Facebook Growth

10. 9
Senior Leadership Support

11. 10
Facebook Access for Employees
Marketing &
Communications
Human
Resources
Information
Services

12. 11
How Do You Gain Access for Your
Employees?
1. Understand Resistance
2. Explain Benefits of Social Media
3. Develop Policy with Applicable Stakeholders
1. Human Resources
2. Information Services/Technology
4. Communicate Policy with Employees
Once your employees have access, engage them
in your content strategy!

13. 12
Know Your Audience

14. 13
Know Your Audience

15. 14
Top 5 Most Popular Posts
1. Nurse Recognition
2. Royal Baby Connection
3. Residents’ Graduation
4. School of Nursing Graduation
5. Bellevue Baby Photo Album

16. 15
Posts You Can Do
1. Recognize Your Employees
2. Celebrate Organizational Achievements
3. Make Connection to Current News Topics
4. Ask Questions

17. 16
Engaging Content

18. Engaging Content
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19. Customer Service
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20. Customer Service
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21. Social Media Comment Policy
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Positive
Description:
The post is factual
and well-cited and is
a positive review of
an Ellis post, event or
experience.
Response:
Thank the customer
for their words. Ask
if they would like to
share their story
further.
Balanced
Description:
The post is factual
and isn’t neither
positive nor negative.
The post isn’t
erroneous, a rant or
rage, bashing or
negative.
Response:
Let the post stand.
No response needed.
Negative
Description:
The post is negative and does not agree with the organization’s mission and values.
Trolls:
The post is dedicated
to bashing and
degrading others.
Monitor Only:
Remove posts that
include cursing or are
harmful to others.
Rager:
The post is a rant,
rage, joke or satirical
in nature.
Monitor Only:
Remove posts that
include cursing or are
harmful to others.
Misguided:
The facts posted are
erroneous.
Fix the Facts:
Apologize for their
experience. Respond
publicly with the
correct information
on the posting.
Unhappy
Customer:
The posting is a result
of a bad experience.
Connect with Patient
Experience to follow
up
Restoration:
Apologize publicly for
the experience.
Respond privately
asking for more
information to better
serve them and
others.

22. Customer Service
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Customer
Marketing &
Communications
• 24/7 Moderation
• Taking Conversation Offline
Patient Ambassadors
• Director, Service Excellence
• Engage Senior Team
• Engage Quality
Department Directors
• Review Chart/Case
• Call Patient/Customer

23. 22
How To Respond
Transparency Always disclose Ellis connection A response should be made by the Ellis
Medicine profile, not a user profile.
Sourcing Always include sources to more information,
including links, videos or other references
A response should be backed up by information
on the Ellis website if correcting erroneous
information.
Timeliness Respond to a comment quickly, but don’t rush to
avoid mistakes
Worthy comments should be responded to
within 24 hours.
Tone Respond in a tone that reflects the mission, vision
and values of Ellis
Respond compassionately with a “human”
voice, rather than an organization voice.
Influence Respond to posts most related to the organization Only respond to posts that relate to the Ellis
organization.

24. Customer Service
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25. 24
Customer Service Takeaways
• Set Up Applications on Smartphone
• Designate Responsibility to Primary/Secondary
Responders
• Respond Within 24 Hours
• Post Response Publicly,Asking To Have Private
Conversation
• Ask for Phone Number to Call
• Engage Stakeholders to Reach Out Directly
• Follow Up Publicly