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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?