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@BIANCAFREEDMAN @DAVIDAKERMANIS FOR: #HUMBERPR Digital & Social Media Communications Planning: Healthcare Case Study
<ul><li>DAVID AKERMANIS  </li></ul><ul><li>DIGITAL COMMUNICATIONS STRATEGIST @TORONTOREHAB </li></ul><ul><li>MARKETER </li...
<ul><li>BIANCA FREEDMAN </li></ul><ul><li>COMMUNICATIONS COORDINATOR  </li></ul><ul><li>@CVHFOUNDATION </li></ul><ul><li>M...
<ul><li>DEAR HUMBER SOON-TO-BE-GRADS </li></ul><ul><li>COMMUNICATION PLANNING MAY BE PART OF  YOUR JOB WITHIN YOUR 1ST YEA...
<ul><li>ALSO </li></ul><ul><li>EACH INDUSTRY HAS ITS UNIQUE CHALLENGES </li></ul><ul><li>WE’RE HERE TO TELL YOU ABOUT THE ...
WE KNOW YOU DON’T BELIEVE US, BUT... R.A.C.E + S.W.O.T + S.M.A.R.T ------------------- GOOD TIMES
<ul><li>QUICK AGENDA </li></ul><ul><li>WEB 2.0 PLANNING </li></ul><ul><li>THE CASE OF HEALTHCARE </li></ul><ul><li>THE CRE...
<ul><li>THE DIGITAL DIFFERENCE: ENVIRONMENT </li></ul><ul><li>CONSTANT CHANGE </li></ul><ul><li>INFLUENCERS PLAY CRUCIAL R...
<ul><li>THE DIGITAL DIFFERENCE: PLAN SPECIFIC </li></ul><ul><li>SCEPTICS ARE EVERYWHERE: BE READY </li></ul><ul><li>ONLINE...
<ul><li>TIPS OF THE TRADE </li></ul><ul><li>LEVERAGE INFLUENCERS: INTERNALLY & EXTERNALLY </li></ul><ul><li>INCLUDE A CRIS...
<ul><li>SOCIAL MEDIA USES IN HEALTHCARE </li></ul><ul><li>GENERATE FUNDRAISING DOLLARS </li></ul><ul><li>HIGHLIGHT EXCELLE...
<ul><li>HEALTHCARE SPECIFIC CHALLENGES </li></ul><ul><li>PATIENT PRIVACY </li></ul><ul><li>ENVIRONMENTAL CHALLENGES </li><...
CASE STUDY BUILDING SUPPORTERS: SOCIAL MEDIA STRATEGY FOR THE CREDIT VALLEY HOSPITAL FOUNDATION $45 MILLION LIFETIME OF CA...
<ul><li>IN RETROSPECT ...(SCREW UPS): BIANCA </li></ul><ul><li>SMARTER S.M.A.R.T OBJECTIVES </li></ul><ul><li>CONTENT LOAD...
<ul><li>IN RETROSPECT ...(SUCCESSES): BIANCA </li></ul><ul><li>STORYTELLING   </li></ul><ul><li>INTERNAL INVOLVEMENT </li>...
<ul><li>IN RETROSPECT ...(SCREW UPS): DAVID </li></ul><ul><li>CHECK YOUR DIGITAL NATIVE HABITS AT THE DOOR </li></ul><ul><...
<ul><li>IN RETROSPECT ...(SUCCESSES SO FAR): DAVID </li></ul><ul><li>CLARITY: ROLE OF THE FOUNDATION </li></ul><ul><li>GEN...
THANK YOU QUESTIONS?
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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.

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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 &amp; 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 &amp; adding SM to your crisis plan is key. C&amp;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 &amp; David
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  • Bianca &amp; David
  • Transcript of "Digital & Social Media Communications Planning"

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