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Digital & Social Media Communications Planning
Digital & Social Media Communications Planning
Digital & Social Media Communications Planning
Digital & Social Media Communications Planning
Digital & Social Media Communications Planning
Digital & Social Media Communications Planning
Digital & Social Media Communications Planning
Digital & Social Media Communications Planning
Digital & Social Media Communications Planning
Digital & Social Media Communications Planning
Digital & Social Media Communications Planning
Digital & Social Media Communications Planning
Digital & Social Media Communications Planning
Digital & Social Media Communications Planning
Digital & Social Media Communications Planning
Digital & Social Media Communications Planning
Digital & Social Media Communications Planning
Digital & Social Media Communications Planning
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Digital & Social Media Communications Planning

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A presentation I gave with Bianca Freedman for Humber PR Students. We covered the unique challenges of digital communications planning w/in healthcare.

A presentation I gave with Bianca Freedman for Humber PR Students. We covered the unique challenges of digital communications planning w/in healthcare.

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  • David
  • Bianca
  • Bianca
  • Bianca
  • Bianca
  • David
  • Constant Change Mar 2010. Facebook Kills Application Notifications Groups vs. Pages Twitter – Released BB App, Aquired Tweetie… is now starting to compete w/ Third Party developers THE MORE TIED YOU ARE TO A PLATFORM, THE MORE RISK YOU INCUR Influencers Tough. Most hospitals don’t have a large marketing team Sick Kids is going a great job of this – Many SM events Collaborative Best Thing SM Guidelines Practices / Platforms Practitioners / Technologists Fbook Connect – emails via API. Key opportunity for hospitals: fundraising
  • Skeptics Laundry lists of “what ifs” or “worst case scenarios” – Think about these, back pocket Brand Vulnerable Know how you’ll deal with negative comments, policy breaches, etc. Measurement Tons of cheap & free measurement tools (Google Analytics, ViralHeat, SM2). Hospitals as non profits have a huge advantage here Share
  • Influencers Know who the key people are, talk to them Crisis 2.0 Usage guidelines & adding SM to your crisis plan is key. C&E In race Constant evaluation is a fact of life Although Its important to have a fulsome plan, things will change. Maintain your own profile
  • Bianca
  • Bianca & David
  • Bianca
  • Bianca
  • Bianca
  • David
  • David
  • Bianca & David
  • Transcript

    • 1. @BIANCAFREEDMAN @DAVIDAKERMANIS FOR: #HUMBERPR Digital & Social Media Communications Planning: Healthcare Case Study
    • 2.
      • DAVID AKERMANIS
      • DIGITAL COMMUNICATIONS STRATEGIST @TORONTOREHAB
      • MARKETER
      • PRODUCER/DJ
      • GEEK
      • GAMER
      • DREAMER
      • LOVER OF ALL THINGS HEINEKEN (SERIOUSLY, THEY SHOULD EMPLOY ME)
    • 3.
      • BIANCA FREEDMAN
      • COMMUNICATIONS COORDINATOR
      • @CVHFOUNDATION
      • MEDIA OBSESSED
      • CONSUMER CULTURE ENTHUSIAST
      • NOT A GEEK
      • HUMBER GRAD
      • NUMBERS CHALLENGED
    • 4.
      • DEAR HUMBER SOON-TO-BE-GRADS
      • COMMUNICATION PLANNING MAY BE PART OF YOUR JOB WITHIN YOUR 1ST YEAR WORKING
      • VALUABLE SKILL SET
      • PLANNING IS CHALLENGING & INTERESTING
      • MEASUREMENT IS YOUR FRIEND
    • 5.
      • ALSO
      • EACH INDUSTRY HAS ITS UNIQUE CHALLENGES
      • WE’RE HERE TO TELL YOU ABOUT THE HEALTHCARE (AND DIGITAL/SOCIAL MEDIA) SPACE
    • 6. WE KNOW YOU DON’T BELIEVE US, BUT... R.A.C.E + S.W.O.T + S.M.A.R.T ------------------- GOOD TIMES
    • 7.
      • QUICK AGENDA
      • WEB 2.0 PLANNING
      • THE CASE OF HEALTHCARE
      • THE CREDIT VALLEY HOSPITAL FOUNDATION: SOCIAL MEDIA PLAN
      • SCREW UPS & SUCCESSES
      • DISCUSSION
    • 8.
      • THE DIGITAL DIFFERENCE: ENVIRONMENT
      • CONSTANT CHANGE
      • INFLUENCERS PLAY CRUCIAL ROLE
      • COLLABORATIVE
      • PLATFORMS IMPROVE AS PRACTICES IMPROVE & VICE VERSA.
    • 9.
      • THE DIGITAL DIFFERENCE: PLAN SPECIFIC
      • SCEPTICS ARE EVERYWHERE: BE READY
      • ONLINE BRANDING VULNERABLE: BE PREPARED
      • MEASUREMENT TOOLS ARE SMART, USE THEM
      • SHARE, SHARE, SHARE
    • 10.
      • TIPS OF THE TRADE
      • LEVERAGE INFLUENCERS: INTERNALLY & EXTERNALLY
      • INCLUDE A CRISIS 2.0 PLAN & POLICIES
      • COMBINE THE C & E IN R.A.C.E (PLAN WILL EVOLVE AS YOU ROLL IT OUT)
      • MAINTAIN YOUR OWN ONLINE PROFILE
    • 11.
      • SOCIAL MEDIA USES IN HEALTHCARE
      • GENERATE FUNDRAISING DOLLARS
      • HIGHLIGHT EXCELLENCE
      • IMPROVE PATIENT EXPERIENCE
      • MANAGE RISK
      • EDUCATE COMMUNITY
      • BUILD RELATIONSHIPS & TRUST
    • 12.
      • HEALTHCARE SPECIFIC CHALLENGES
      • PATIENT PRIVACY
      • ENVIRONMENTAL CHALLENGES
      • RESOURCES
      • MANY STAKEHOLDERS
      • SILO EFFECT
    • 13. CASE STUDY BUILDING SUPPORTERS: SOCIAL MEDIA STRATEGY FOR THE CREDIT VALLEY HOSPITAL FOUNDATION $45 MILLION LIFETIME OF CARE CAMPAIGN
    • 14.
      • IN RETROSPECT ...(SCREW UPS): BIANCA
      • SMARTER S.M.A.R.T OBJECTIVES
      • CONTENT LOADING
      • STREAMLINE AESTHETIC PRE-LAUNCH
    • 15.
      • IN RETROSPECT ...(SUCCESSES): BIANCA
      • STORYTELLING
      • INTERNAL INVOLVEMENT
      • REAL LIFE RELATIONSHIP BUILDING
      • BENCHMARKING & SHARING SUCCESSES WITH STAKEHOLDERS
    • 16.
      • IN RETROSPECT ...(SCREW UPS): DAVID
      • CHECK YOUR DIGITAL NATIVE HABITS AT THE DOOR
      • FROM STRATEGY TO TACTICS
    • 17.
      • IN RETROSPECT ...(SUCCESSES SO FAR): DAVID
      • CLARITY: ROLE OF THE FOUNDATION
      • GENERATING BUY-IN, CHANGING MINDS
    • 18. THANK YOU QUESTIONS?

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