In her SocialMedia.org Health case study presentation, Boston Children's Hospital's Lily Vautour explains how they manage a network of 20+ program-specific Facebook pages and private groups with a small team. She shares seven helpful tips to manage an affiliated page network without losing your brand.

1. Member Meeting 1
June 22, 2016
Chicago
Learn more about Member Meetings
health.socialmedia.org/meetings
Boston Children’s Hospital
Lily Vautour
Taming the Wild West: 7 keys to managing an
affiliated page network without losing your brand

2. 7 keys to managing an affiliated page
network without losing your brand
Lily Vautour
Senior Social Media Specialist
@LilyVautour
TAMING
THE
WILD
WEST:

3. What
we
were
told
6
excuses
What
we
suspected
7
things
we
did
Benefits
to
hospital
and
audience
What
it
takes
2
tools

4. SHUT
THEM
ALL
DOWN.
”“

5. EXCUSES
1. We
don’t
have
enough
resources
2. It’s
not
scalable
3. We
don’t
have
the
time
4. We
won’t
be
able
to
effectively
manage
5. There
is
too
much
risk
involved
6. The
pages
will
dilute
the
brand
6

6. WHAT
WE
SUSPECTED
1. Pages
are
valuable
to
our
patient
families
–
support
systems
built
within
these
communities
would
be
lost
if
deleted
2. With
guidance,
they
have
the
potential
to
reach
new
patients,
support
existing
ones
and
re-­‐
engage
prior
patients
3. Some
pages
should
probably
be
shut
down

7. THINGS WE DID
7

8. Identified
all
pages
and
page
managers
1.

9. Improper
branding
Cows
Links
to
internal
website
(THINGS
WE
FOUND)

10. Categorized
the
pages
by
activity
level
and
engagement
2.
Facebook
Properties
Boston
Children’s
Hospital
Trust
Milagros
Para
Ninos
Children’s
Hospital
League
MarCom
Thriving
Media
&
Child
Health
Young
Women’s
Health
Young
Men’s
Health
Healthy
Family
Fun
National
Centers
Heart
Transplant
Hemophilia
Blood
Donor
Cleft
Lip
and
Palate
Service
Lines
Sports
Medicine
Advanced
Fetal
Care
Center
Plastic
Surgery
Celiac
Augmentative
Communications
Innovation
Science
&
Innovation
Stem
Cell
Research
Autism
Research
Labs
of
Cognitive
Neuroscience
Interestitial
Cystitis
(IC)
Research
Other
Conditions
Down
syndrome
EAT
Spina
Bifida
CV
Surgery
Cystic
Fibrosis
Creative
Arts
Program
Opthalmology
Foundation

11. Sent
preparatory
materials
and
met
with
each
page
manager
face
to
face
ü What
is
your
Facebook
page
name?
ü Is
your
page
brand
compliant?
ü What
are
you
hoping
to
accomplish
by
having
a
page?
ü Who
is
your
target
audience?
ü Who
is
responsible
for
monitoring
+
publishing
content
?
ü What
does
your
content
consist
of?
ü How
do
you
acquire
and
organize
content?
ü Do
you
produce
relevant
content
3-­‐4
times
per
week?
ü Are
you
familiar
with
Facebook
analytics?
3.

12. Eliminated
some
pages
Facebook
Properties
Boston
Children’s
Hospital
Trust
Milagros
Para
Ninos
Children’s
Hospital
League
MarCom
Thriving
Media
&
Child
Health
Young
Women’s
Health
Young
Men’s
Health
Healthy
Family
Fun
National
Centers
Heart
Transplant
Hemophilia
Blood
Donor
Cleft
Lip
and
Palate
Service
Lines
Sports
Medicine
Advanced
Fetal
Care
Center
Plastic
Surgery
Celiac
Augmentative
Communications
Innovation
Science
&
Innovation
Stem
Cell
Research
Autism
Research
Labs
of
Cognitive
Neuroscience
Interestitial
Cystitis
(IC)
Research
Other
Conditions
Down
syndrome
EAT
Spina
Bifida
CV
Surgery
Cystic
Fibrosis
Creative
Arts
Program
Opthalmology
Foundation
4.

13. Tactical
Checklist
3-­‐6
posts
weekly
Reminders
“Always
include
an
image
in
your
posts!”
Measurement
“Your
Q2
metrics
are
due
in
one
week.
Please
see
attached
instructions.”
Tips
“Facebook
live
was
just
released.
Here’s
the
info
and
opportunity…”
Developed
and
established
best
practices
5.

14. Rebranded
pages
6.

15. Embraced
and
grew
the
affiliated
community
at
Boston
Children’s
115,000
7.
835,000
+
=
945,000
fans

16. HOW
OUR
PATIENT
FAMILIES
BENEFIT
Content
is
relevant
to
their
child
Support
from
parents
just
like
them
Stay
up-­‐to-­‐date
on
their
child’s
program
They
are
given
a
real
voice

17. HOW
THE
HOSPITAL
BENEFITS
Gain
patient
family
insights
Increase
traffic
to
website
and
blogs
Increase
social
media
reach
Improve
engagement
between
social
media
team
and
hospital
staff
Garner
more
appointments
and
phone
calls

18. Objective
Create
CHD
community
that
will
strengthen
patient
loyalty
&
grow
volume
• Well
defined,
consistent
content
approach
–
focus
on
humanizing
our
care
• Partner
with
Heart
Center
staff
–
consistently
celebrate
progress
Impressions
/
Engagement
/
website
traffic
/
2nd
opinions
/
referrals
Measurement
53K
fans
1.5K
avg.
post
engagements
17+
patient
leads
35
referral
questions
• Respond
to
every
post
to
page,
engage
with
all
comments
• Re-­‐share
fan
content
(Photo
of
the
Week)
• Partner
with
relevant
advocacy
groups
and
leverage
content
• Utilize
video
/
photography
/
stories
–
clinician/patient
specific
Tactics
Community
Strategy

19. FB
Private
Group
Pilot:
Home
Parental
Nutrition
Group
-­‐
Niche
community
looking
for
more
info
-­‐
Sensitive,
personal
topic
-­‐
Dedicated
Physician
+
MAC
Support
-­‐
Content
-­‐
HPN
caregivers
empowering
each
other
-­‐
Insights
gained
being
utilized
in
clinic
What
We
Had
The
Right
Platform
Results

20. 2
FUTURE STATE TOOLS

21. WHAT
IT
TAKES
Upfront
time:
• Research
• Best
Practices
+
reporting
structure
creation
• Meetings
Personnel:
• Identified
page
manager
within
the
program:
– 3-­‐10
hours
per
week
– Basic
knowledge
of
social
media
– Willingness
to
learn
and
eagerness
to
build
the
page
Ongoing
maintenance:
• Monitor
the
pages
• Identify,
package
and
send
relevant
content
• Host
in
person
group
forums

22. SOCIAL
MEDIA
PAGE
APPLICATION
1. What
kind
of
page
would
you
like
to
create?
2. Why
would
you
like
to
create
a
page
and
what
are
you
hoping
to
accomplish?
3. What
will
the
name
of
the
page
be?
4. Who
is
your
target
audience?
5. Who
will
be
responsible
for
monitoring
messages
and
publishing
content
to
the
page
and
how
much
time
per
week
will
this
person
have
to
dedicate?
6. What
will
your
content
consist
of
and
how
will
you
acquire
and
organize
it?
7. Could
this
content
be
shared
to
Boston
Children’s
existing
social
media
platforms?
If
not,
please
explain
why.
8. Can
you
produce
relevant
content
for
your
audience
3-­‐4
times
per
week?
9. Can
you
track
analytics
and
report
back
to
the
Social
Media
team
on
a
monthly
basis
to
assess
progress?
10. How
will
you
define
success
for
this
proposed
social
media
page?
Please
answer
the
following
questions
if
you’re
interested
in
creating
a
social
media
page
for
your
center/department/program.

23. 3-­‐MONTH
EDITORIAL
CALENDAR

25. Lily Vautour, Senior Social Media Specialist
@LilyVautour
lillian.vautour@childrens.harvard.edu
QUESTIONS?

26. Learn more about
past and upcoming
Member Meetings
health.socialmedia.org/meetings
Member Meeting 1
June 22, 2016
Chicago
Learn more about Member Meetings
health.socialmedia.org/meetings