Social Media Plan Final - Vanderbilt University · PDF file!!MissionPoint!Health!Partners!Social!Media!Plan!3!! Lastly, individual action plans have been created for each social media

Social Media Plan

Executive Summary

Mission Point Health Partners (MPHP) sees Social Media as a business strategy to increasing members’ participation in their own health (activation level) and reduce healthcare costs. Recognizing this strategy, MPHP has the desire to become more effective in their Social Media use. MPHP is a subsidiary company of Saint Thomas Health and has been given a charter as an Accountable Care Organization (ACO). This charter requires MPHP meet quality standards while achieving savings. MPHP has the unique responsibility of constantly focusing on their members, with the challenge of meeting government regulations. Anchor Down Consulting (ADC) has focused on MPHP’s desire to become more effective at engaging their members in their Social Media use by producing the following Social Media Plan (SMP).

The SMP begins with overarching Social Media Goals that ADC has distilled from conversations with the client, as well as, a gap analysis of MPHP’s use of social media. The Target Audience of this SMP is defined as MPHP’s members. This decision was based on research and evidence, which defined a particular demographic of social media users whom it would be most advantageous to focus on. The SMP then provides a summary of existing social media outlets, which are (a) Facebook, (b) Twitter, (c) Pinterest, (d) MPHP Blog (e) LinkedIn, (f) YouTube, and (g) Google Plus. Each social media outlet is analyzed on their current usage in the areas of (i) start date, (ii) current metrics being collected, and (iii) the primary topics of MPHP’s shared content. Recommendations for each social media outlet mentioned above are provided. For every social media outlet ADC has defined a purpose, provided metrics that would be beneficial for MPHP to collect and analyze, and actions that MPHP can take to become more effective in their social media use.

!!MissionPoint!Health!Partners!Social!Media!Plan! 3!!

Lastly, individual action plans have been created for each social media outlet. Included in action plan are: (a) an action, (b) priority level, (c) action detail, (d) corresponding metrics, (e) frequency of action, (f) the time or work needed to complete action, and (g) the means, or responsible party, for completing the action.

Social Media Goals

1. Create brand recognition for Mission Point Health Partners 2. Help raise the activation level of current members 3. Create an outlet for communication and interaction with the various MPHP

populations 4. Raise awareness and understanding about Accountable Care Organizations 5. Help attract new members

Target Audience

Mission Point Health Partners identifies with five different audiences: businesses, self-insured members, Medicare members, Physicians, and benefit consultants. These audiences all have different informational needs and wants. It has been our goal to segment the various social media outlets to best reach a target audience as opposed to creating multiple accounts in each outlet. With this concept in mind, our focus has been on the largest audience, collectively classified as MPHP’s members*. Our research suggests MPHP’s best target members for social media are between the ages of 35-54. This age range is the ideal target range due to the responsibility these individuals have in actively participating in their own care and in the care of their aging parents. This range also encompasses nearly 45% of all social media usage. *We don’t mean to exclude the other entities such as physicians and partner organizations we simply believe the greatest impact and use of social media lies in targeting members.

Summary of Existing Social Media Presence Facebook Start Date: 2011 Metric Information: 216 Likes Primary Topics:

1. Food/Diet/Nutrition 2. MPHP 3. Health tips

Twitter Start Date: July 18, 2011 Metric Information: 686 tweets (through March 10, 2013)

491, or 72%, “self-tweeted” (MPHP logo with the tweet) 195, or 28%, “retweets” (source’s logo with the tweet) On average, MPHP tweets 18 times a week (calculated

starting with the week of July 2-8, 2012) Primary Topics:

1. Food, diet, and nutrition related 2. MPHP FastFacts or health information and tips 3. General Healthcare news 4. MissionPoint Health Partners

The appendix on Twitter contains a visual depiction of what topics MPHP tweets cover and what their followers know them for: Pinterest Start Date: August 2012 Metric Information: 7 Boards

32 Followers Primary Topics:

• Healthy and Delicious (42 pins) • Healthcare infographics (24 pins) • Health tips (11 pins) • Fitness (14 pins) • Outdoor Exercise (5 pins) • Safety Tips (6 pins) • Wellness Inspiration (7 pins)

LinkedIn Metric Date: March 6, 2013 Metric Information: 131 followers. Primary Topics: Organization information Metric Date: March 28, 2013 Metric Information: 181 followers 1 service recommendation 7 shared articles 7 listed services Primary Topics:

1. Organization information 2. Products and Services page 3. Insights page


(LinkedIn contains 2 sets of data due to a series of updates. All of the changes, modifications, and sharing of information occurred during a span of 5 days and no activity has occurred on MPHP’s profile page since March 8, 2013.) YouTube Start Date: August, 17 2011 Metric Information: 2 subscribers 8 Videos 1523 video views Primary Topics:

1. Mission Point Health Partners information Blog – No Presence Google Plus – No Reach

Recommendations Facebook

Purpose: Interact with members Develop brand awareness

Metrics: Comments, Shares, Likes, Clicks, Visitors, Unique visitors

Actions: • Incorporate more interactive contests (like the iPad contest) • Continue generating discussion, pose questions, and interact with

followers • Incorporate videos from the YouTube channel with original content • Create a clear one click link back to MPHP website • Recommend at least 1 post daily between 1 p.m. and 4 p.m. on

weekdays

www.missionpointhealth.com MissionPoint is your partner to navigate a complex healthcare world. We bring together doctors, nurses, hospitals and patients in a team approachto improve the health of our communities.

Twitter

Purpose: Provide information that raises members’ activation level Interact with members


Increase business-to-business communication Differentiation of MPHP from other ACO’s in content and presence

Metrics: Followers, Clicks, Mentions, Replies, Retweets

Actions:

• Targeted information about content MPHP finds most relevant (Food and Diet, Exercise, MPHP Fast Facts etc.)

• Generating content from MPHP SME’s • Linking website content • Utilizing business partners for content • Being proactive in interacting with followers • Using Twitter for both Business-to-Business and Business-to-Customer

communication • Recommend at least 3 daily tweets during the weekdays. The hours

between noon and 2 p.m. get the most shares with the highest clickback rates, with 1 p.m. being the best time to Tweet.

Pinterest

Purpose: Interact with members Provide information that raises members’ activation level

Metrics: Followers, Liked pins, Re-pins

Actions:

• Create boards relevant for the varied audience • Generate own info instead of pinning workouts, recipes from other cites • Create a regular Pinterest schedule • Contests to boost recognition (Pin favorite recipe, or pin workout) • Continue generating discussion, pose questions, and interact with

followers • Incorporate testimonial videos, client photos, and testimonials

New Page Layout: 7 Boards

• Healthy and Delicious -healthy recipes • Health tips – stuff like “Food for runners,” “how to detox your food,”

“importance of good night’s sleep” • Healthcare information - healthcare infographics or anything about new

policies, ACO’s, • Fitness – workouts, running trails, yoga, etc. • Wellness Inspiration - inspirational quotes, stories, • Fun Around Mission Point- pictures or videos of staff at MPHP


• My Mission Point- Video testimonials /pictures of members with stories • Recommend trickling 3 pins throughout the day, these could be

scheduled, pin between 5 p.m. and 1 a.m. to maximize reach during peak Pinterest hours

LinkedIn

Purpose: Increase business-to-business communication Develop partner relationships Employee recruitment

Metrics: Followers, Unique visitors, Endorsements

Actions: We acknowledge that most recently a change was made in how MPHP

was utilizing LinkedIn, which follows our recommendations: • Continually updating page with new information or stories (this needs to

be structured i.e. always posting articles on Tuesday and Thursday) • Encourage current employees to actively make connections/interact with

businesses or individuals • Create a ‘Careers’ tab for your profile and provide information about

opportunities within MPHP • Ensure that products/services are up to date • Solicit endorsements for products/services • Recommend a minimum of 1 and maximum of 3 posts per week one of

the posts should promote the blog

MissionPoint Careers Join a purpose driven company. Share your talents. Be a part of our team. Current Openings Account Manager – our clients face unique challenges in their distinct industries and we need to be there to help them accomplish the goals that will keep them competitive. Help us help them. Business Development Consultant – bringing solutions to business that improve the health of their employees and dependents, increasing the bottom line and creating healthier, more productive and more engaged employees Health Partner – LPNs, RNs and Social Workers provide a pivotal clinical role working with our members in their homes and communities, making differences in people’s lives everyday.

YouTube

Purpose: Improve understanding of Mission Point and ACOs Develop brand awareness

Metrics: Subscribers, Views, Comments

Actions: • Create a professional introduction video describing MPHP and the role of

ACOs in health care • Integrate the introduction video into the MPHP website and disseminate it

via social media • Utilize YouTube to host and share videos about MPHP and ACOs • Create additional videos with user testimonials and news coverage of

MPHP, specific services, and tips for viewers • Recommend videos be between 2 and 5 minutes and loaded for viewing

at 2 p.m. on the day it will be promoted


Website / Blog

Purpose: Humanize the brand Build community Establish trust

Metrics: Visitors, Unique Visitors, Comments Actions:

• Write blog posts about why articles are relevant (Use social media to direct readers to the website and then provide links to content in your blog)

• Make the Mission Point app prominent on the webpage • Put YouTube explanation video on the website home page • Minimum 1 weekly post on the topic of MPHP, ACOs, or health. Mention

the blog on Facebook and Twitter when posted

Blog

Blog!

Google Plus

Purpose: Interact with members


Improve searchability Develop brand awareness

Metrics: Comments, +1’s, Reshares

Actions: • Create a Google community page about ACOs moderated by MPHP • Generating discussion, pose questions, and interact with followers • Join conversations in other communities where MPHP can provide new

information • Recommend at least 1 post daily between 1 p.m. and 4 p.m. on

weekdays, this can be similar or the same as Facebook

Social Media Plan Final - Vanderbilt University · PDF file!!MissionPoint!Health!Partners!Social!Media!Plan!3!! Lastly, individual action plans have been created for each social media

Documents