Siemens Healthcare:Engagement in Social MediaLinda A. BrunnerVice PresidentSiemens Medical Solutions USA, Inc.            ...
About Siemens Healthcare…Page 2                      © Siemens 2012. All rights reserved.
Social Perspectives   User needs –                               B2B corporate directive –   Online / mobile platforms to:...
Approach to Social Engagement        Hearts-and-Minds + Voice-of-the-Customer Advantages        Brand, Thought Leadershi...
Some Basics: Plan to Use the Right Channel                                             Facebook Marketing                 ...
Some Basics: Plan for Group DynamicsReviewed Repository           Facilitated Community               Social Networks     ...
General Process for Social Initiatives…First “Listen & Learn”                                                             ...
Some Examples…www.youtube.com/siemensPage 8                    © Siemens 2012. All rights reserved.
…Siemens Experts on Key TopicsPage 9                           © Siemens 2012. All rights reserved.
Some Examples…Siemens Healthcare on TwitterPage 10                         © Siemens 2012. All rights reserved.
Global “Pink Ribbon” CampaignA Model for EngagementPage 11                         © Siemens 2012. All rights reserved.
Pink Ribbon…Goes Around the WorldApotheken-umschau.de brigitte.de focus.de Hospimedica.com Imedo.de KMA-Klinik Management ...
94 Countries Build a Ribbon of Hopewith More Than 13,000 PicturesPage 13                               © Siemens 2012. All...
Turn Your City Pink (www.siemens.com/pink)Page 14                                      © Siemens 2012. All rights reserved.
Some Examples…Siemens Healthcare on FacebookPage 15                          © Siemens 2012. All rights reserved.
Some Examples…Expert Communities and Industry BlogsPage 16                                 © Siemens 2012. All rights rese...
www.healthworkscollective.com:Sponsored CommunityPage 17                          © Siemens 2012. All rights reserved.
“Who” is the Community? 1400 members, comprised of various professions: 90 contributing bloggers covering such topics as...
Some of Best Thinkers on Healthcare Including…          Joseph C. Kvedar, MD                Marya Zilberberg, MD, MPH     ...
Key Takeaways… Think relationship-building   – Not isolated campaigns Think like a publisher   – Engage, don’t push Inv...
Thank You for Your Attention!Page 21                         © Siemens 2012. All rights reserved.
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Linda Brunner Presentation - BDI 3/29/12 HCP Healthcare Social Communications Leadership Forum

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Linda Brunner, Vice President, Web Operations Management, Siemens Healthcare

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Linda Brunner Presentation - BDI 3/29/12 HCP Healthcare Social Communications Leadership Forum

  1. 1. Siemens Healthcare:Engagement in Social MediaLinda A. BrunnerVice PresidentSiemens Medical Solutions USA, Inc. © Siemens 2012. All rights reserved.
  2. 2. About Siemens Healthcare…Page 2 © Siemens 2012. All rights reserved.
  3. 3. Social Perspectives User needs – B2B corporate directive – Online / mobile platforms to: Learn from Customers, Partners  Find each other, based on and Prospects, and help solve their common interests problems  Interact / share / discuss information and opinions Support specialist communities of interest, to foster thought  Collaborate to recombine ideas in new ways leadership The future of business is about relationships – Social Media provides opportunity to interact and create experience. Platforms will evolve and change, but people’s basic needs do not. Social engagement requires a long-term commitment!Page 3 © Siemens 2012. All rights reserved.
  4. 4. Approach to Social Engagement  Hearts-and-Minds + Voice-of-the-Customer Advantages  Brand, Thought Leadership, Reputation / Relationship Management  Engage Meaningfully: Deliver Quality Content and Service  Listen and Learn How to Deliver Value  Compliant Guidelines and ProcessesPage 4 © Siemens 2012. All rights reserved.
  5. 5. Some Basics: Plan to Use the Right Channel Facebook Marketing Executive: “B2B is not our sweet spot…” Hubspot 2011: ”Facebook is like your local pub, LinkedIn is like a tradeshow.”Page 5 © Siemens 2012. All rights reserved.
  6. 6. Some Basics: Plan for Group DynamicsReviewed Repository Facilitated Community Social Networks Contributors Reviewers = Facilitator Increasing engagement + resource needs + potential riskPage 6 © Siemens 2012. All rights reserved.
  7. 7. General Process for Social Initiatives…First “Listen & Learn”  Understand your audience’s Select Listen needs and behaviors, to add relevant & learn value via the best channel platforms etc.  Decide: Own or Sponsor Continue Develop  Allocate resources for solid the dialogue your content pipeline and 24/7with your audience Keep your plan coverage of defined processes KPI* in mind  Define processes to:  Monitor  React Implement Discuss your  Escalate your topics plan Initiate a  Develop your internal team: dialogue  Channel Manager with your  Topic Expert(s) audience  Reviewers/Approvers*KPI – Key Performance IndicatorPage 7 © Siemens 2012. All rights reserved.
  8. 8. Some Examples…www.youtube.com/siemensPage 8 © Siemens 2012. All rights reserved.
  9. 9. …Siemens Experts on Key TopicsPage 9 © Siemens 2012. All rights reserved.
  10. 10. Some Examples…Siemens Healthcare on TwitterPage 10 © Siemens 2012. All rights reserved.
  11. 11. Global “Pink Ribbon” CampaignA Model for EngagementPage 11 © Siemens 2012. All rights reserved.
  12. 12. Pink Ribbon…Goes Around the WorldApotheken-umschau.de brigitte.de focus.de Hospimedica.com Imedo.de KMA-Klinik Management Aktuell lifeline.de Krankenhaus Umschau Onmeda.deSuperbanner Medium Rectangle e-Newsletter Lead Sponsor Banner BigsizeContentAd TextAd Advertorial press release Online Banner Flyer PosterWebsite Patient brochure Pre-Announcement supersign time square Page 12 © Siemens 2012. All rights reserved.
  13. 13. 94 Countries Build a Ribbon of Hopewith More Than 13,000 PicturesPage 13 © Siemens 2012. All rights reserved.
  14. 14. Turn Your City Pink (www.siemens.com/pink)Page 14 © Siemens 2012. All rights reserved.
  15. 15. Some Examples…Siemens Healthcare on FacebookPage 15 © Siemens 2012. All rights reserved.
  16. 16. Some Examples…Expert Communities and Industry BlogsPage 16 © Siemens 2012. All rights reserved.
  17. 17. www.healthworkscollective.com:Sponsored CommunityPage 17 © Siemens 2012. All rights reserved.
  18. 18. “Who” is the Community? 1400 members, comprised of various professions: 90 contributing bloggers covering such topics as:Page 18 © Siemens 2012. All rights reserved.
  19. 19. Some of Best Thinkers on Healthcare Including… Joseph C. Kvedar, MD Marya Zilberberg, MD, MPH Founder & Director of the  Founder & CEO of EviMed Center for Connected Health Research Group LLC Shahid N. Shah Kenneth Thorpe, Ph.D. CEO of Netspective Chair of Health Policy &  Communications, Healthcare IT Management, Rollins School of  Public Health of Emory University John Glaser, Ph.D. CEO of Health Services, Siemens  Howard Luks, MD Healthcare Chief of Sports Medicine and  Arthroscopy, Digital Strategist David Williams Co‐founder of MedPharma Partners LLCPage 19 © Siemens 2012. All rights reserved.
  20. 20. Key Takeaways… Think relationship-building – Not isolated campaigns Think like a publisher – Engage, don’t push Invest the time to listen (Photo) – Learn from your audience Deliver relevant content – Focus on needs & deliver value Measure – Strive for continuous improvementPage 20 © Siemens 2012. All rights reserved.
  21. 21. Thank You for Your Attention!Page 21 © Siemens 2012. All rights reserved.

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