Board Meeting 11

February 4-5, 2020 • Scottsdale, AZ

Hosted by Mayo Clinic

Board Meeting 11 Agenda:

Tuesday, February 4

(Members and Invited Guests)

12:00 PMLunch Discussions
Get here on time at noon and grab a seat at the table. This sit-down lunch is your first opportunity to meet all of the great social media leaders you’ll get to know at the meeting.
12:50 PMHead to the Show & Tell Talk
1:00 PMSocial media audits
Kelly McDonald and Alexis Shaw, Ohio State University Wexner Medical Center

Ohio State University Wexner Medical Center's Senior Manager of Social Media, Kelly McDonald, and Media Relations Manager, Alexis Shaw, will talk about why social media audits are necessary and how to successfully complete one. They'll cover the benefits of an audit, specific steps to completing one, problems to address before starting one, and more.
1:30 PMBreak
1:40 PMBayCare Canine Cam: How creative video fits into the content strategy
Stephanie Clemson and Amy Wyrick, BayCare Health System

Social media is going to the dogs! Social Media Strategist Stephanie Clemson and Social Media Coordinator Amy Wyrick will talk about their BayCare Canine Cam that ultimately gave organic social media relevance by combining pet therapy with a GoPro camera.
2:10 PMBreak
2:20 PMBuilding a successful team
Emily Skopic and Meg Emmons, Allegheny Health Network

Team structure can have a significant impact on team dynamics, effectiveness, development, and happiness. Allegheny Health Network's small team has had their roles organized by channel, job function, and service line. Senior Social Media Marketing Analyst Emily Skopic and Lead Social Media Marketing Analyst Meg Emmons will share the pros and cons of each organizational structure and what they're doing now.
2:50 PMSnack Break
3:20 PM Crafting a UGC strategy that works
Jessica Turner, Vanderbilt University Medical Center

Do you struggle with finding and publishing great user-generated content? Join Vanderbilt University Medical Center's Program Manager of Strategic Communications, Jessica Tuner, as she shares their UGC strategy, tactics, and case studies on content that has generated millions of social media impressions in the past year.
3:50 PMBreak
4:00 PMGetting nurses engaged in social media
Lee Aase, Mayo Clinic

Nurses are nearly 25% of the staff at Mayo Clinic, and likely a similar portion at your hospital. Director of Mayo Clinic Social Media Network Lee Aase will describe a program his team developed by getting top leadership buy-in, and then working to educate nurse managers about social media opportunities and risk mitigation.
4:30 PMAdjourn
5:00 PMMember Dinner
Following our afternoon of conversations and Show & Tell talks, we’ll all go out for a fantastic dinner together at CopperWynd Resort in the scenic mountains. It’s a perfect opportunity to connect with your fellow members before a big day of brainstorming, discussion, and collaboration.

Wednesday, February 5

(Members Only)

8:00 AMBreakfast Discussions
The conversations over coffee and eggs at this event are often more lively than any other conference’s happy hour. You’ll want to be here bright and early (and on time).
8:50 AMBreak
9:00 AMMember-Led Discussion: Paid social integration
Led by Kristen Holland Shear, UT Southwestern Medical Center

Whether your paid efforts are focused on mobile, search, video, or even offline marketing, paid social should have a role. How do you implement paid into your program? What tactics are the most effective, and how do you convince leadership to allocate funds to the efforts?
9:30 AMBreak
9:40 AMMember-Led Discussion: Evaluating channel strategy
Led by Libby Coulton and Kate Setter, Cincinnati Children's Hospital Medical Center

In this discussion we'll talk about how you think about channel strategy. What channels do you currently invest resources in and how has that changed (or not changed) over the years? How do you determine the content calendar for each channel, and how do you grow and develop audiences?
10:10 AMSnack Break
10:30 AMMember-Led Discussion: Effectively launching a social media pilot for physicians
Led by Jennifer Woods and Becky Armendariz, Banner Health

How do you effectively launch a social media sharing pilot for physicians? Banner Health's Jennifer Woods and Becky Armendariz will kick this conversation off by asking how to secure legal and regulatory buy-in, select physicians to be part of the program, and what is being measured for success.
11:00 AMBreak
11:10 AMMember-Led Discussion: Social media for social good
Led by Caitlin Angeloff, Providence St. Joseph Health

How do we, as stewards of health and healthcare truths, better utilize social media for social good? Let's discuss ways in which we're already doing this, but also explore ways that hospitals can be a leader in this area.
11:40 AMLunch Discussions
12:30 PMBreak
12:40 PM Unconference Introduction
Unconferences are fast-paced, peer-to-peer discussions where you suggest discussion topics, vote for your favorites, and join the conversations that interest you most. This is where you drive the agenda in real time and talk about the things you want to talk about. Past topics have included:

  • Best practices to amplify news and media relations via social

  • Calculating ROI value for social care

  • Finding and incorporating influencers into social media strategy

  • Launching a company-wide employee advocacy program

  • Communicating to executives in a reserved and cautious environment

  • Managing Instagram API restrictions

  • How do you deal with brand boycotts on social? Response plan?

12:45 PMUnconference Round 1
1:15 PMBreak
1:25 PMUnconference Round 2
1:55 PMSnack Break
2:05 PMUnconference Round 3
2:35 PMBreak
2:45 PMUnconference Round 4
3:15 PMAdjourn