Vanderbilt University Medical Center: My Southern Health: A "content-first" approach, presented by Cynthia Manley
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Member Meeting 1June 22, 2016Chicago
Learn more about Member Meetingshealth.socialmedia.org/meetings
Vanderbilt University Medical CenterCynthia Floyd Manley
My Southern Health: A “content-first” approach
MySouthernHealth:A“ContentFirst”Approach
CynthiaFloydManleyVanderbiltUniversityMedicalCenter
Thechallenge:OurbiggestcompeBBonisNOTthehospitaldownthestreet
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
Theanswer:Bethethingtheywant
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
Socialmediastrategy
User-centriccuratedcontent
User-centricoriginalcontent
User-centricbutaboutVUMCcontent
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
WhoDoesIt?
• ManagingeditorLindaZePler(sayhello,Linda!)• 3ex-journosonstaffplusaparenBng/lifestyleblogger
• Healtheducatoronstaff• Contractwriters• Somefaculty,staffsubmissions• KnowledgeManagementteamsupport
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
Workflow
• Quarterlyeditorialplanningsessions• WeeklyeditorialmeeBngs• Dailyhuddles• DailysocialposBngisdividedbasedonavailability
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
ByTheNumbers:TheBlog
• Nearly600Kpageviewstodate• Morethan1,000commentsonsite• 26.6%openrateonemail;6.2%CTR–wellaboveindustrybenchmarks
• SitevisitorsfromTennessee,Georgia,Kentucky,Alabama,NC,Florida,Mississippi
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
ByTheNumbers:SocialMedia
• 461postsovera28-dayperiod• 40,000engagements– 33,500likes– 691comments– 5,800shares
• 67,000clicks• 7.7million“reach”
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
Afewhiccups
• Instagram–lackoforiginalart• DesignisnotinherentlyPinterest-friendly• HavenoBceddifferencesintrafficviasearchanddirectvs.social
• ChallengeswithboosBngFacebookposts
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
NextGeneraBon
• RedesigntomakemorePinterestfriendly• Morebalancedtrafficsources• Moreoriginalart>>>>>Instagramstrategy• ExpandsocialengagementonbehalfofMSHasabrand
• RecruitcontentprovidersandsocialsharingviapartnershipsacrossmedicalcenterandourNetwork
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
QuesBons?
@VUMCHealth|@southernhealth|@cynthiamanley|MySouthernHealth.com
health.socialmedia.org/meetings
Member Meeting 1June 22, 2016Chicago
Learn more about Member Meetingshealth.socialmedia.org/meetings
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