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Moving at the 
Speed of Social 
6 Innovative Ideas to 
Get You Moving at
Housekeeping 
Audio is available through your computer 
speakers or through dial-in. All lines are 
muted. 
You can submit...
About Us 
We work with nationally-recognized Institutions: 
•5 “Honor Roll” institutions 
•5 out of the top 10 cancer prog...
To Get You Moving 
at the Speedof Social 
6Innovative Ideas 
Agenda 
Brand Building 
Using the visual web to reinforce you...
Using the visual web toreinforce your Brand 
Brand Building
Telling the story ofyour Brand 
Translate Brand Attributes into Visual Elements 
Consistent Message 
Showcase Your Bran...
Telling the story of your Brand 
Translate Brand Attributes 
into Visual Elements 
Saturation 
Value 
Intensity 
Energy 
P...
Telling the story ofyour Brand 
Consistent Message 
Consistent use of #justdoit
Telling the story ofyour Brand 
Showcase Your Brand Personality 
Prestige 
Surprise 
Fun
Telling the story ofyour Brand 
Showcase Your Brand Personality 
Inside Look 
Lifestyle 
Patient Focus
 Provide a “Backstage Tour” 
Prepare 
Patients 
Day in the 
Life 
OurExperience 
Overcome 
Perceptions! 
Telling the stor...
Growing Awarenessthrough Earned Media 
Maximizing Earned Media
Growing Awarenessthrough Earned Media 
Paid –Owned -Earned [& Shared] 
Create Social Profiles 
Cross-Network Pollination
Growing Awarenessthrough Earned Media 
Paid –Owned -Earned [& Shared] 
You Have Influence
Growing Awarenessthrough Earned Media 
Paid –Owned -Earned [& Shared] 
It’s Not Just What You Say… 
…It’s What You Do
Growing Awareness through 
Earned Media 
 Create Social Profiles 
Action 
Desired versus actual 
actions taken 
Acquisiti...
Growing Awareness through 
Earned Media 
 Cross-Network Pollination 
• Feature on Facebook 
• Tweet about it on Twitter 
...
Using UGCto 
Engage Your Community 
Lurk Less; Engage More
Using UGC to Engage Your Community 
AnEverydayHero 
Make Your Customers 
Physician Selfie… 
Promoting 
Physicians’ Social ...
Using UGC to Engage Your Community 
Don’t forget- 
Offer a sneak peek to followers! 
Applications in 
Healthcare… 
6 secon...
Using Share of Voice to Inform Your Social Strategy 
Stand Out in the Crowd
Using Share of Voice to 
Inform Your Social Strategy 
Listen for Brand Mentions: 
For Your Brand 
& Your Competitors 
Twit...
Using Social Media to Provide Customer Service 
Customer Service on Social Channels
Using Social Media to Provide Customer Service 
Are You Meeting Customer Expectations?
Using Social Media to Provide 
Customer Service 
• Listen at Key Touchpoints 
• Capture, Categorize and Prioritize 
• Resp...
Selecting Measuresand Metrics That Matter 
Measuring the Impact of Social
Action 
Desired versus actual 
actions taken 
Acquisition 
How customers 
and leads find you 
Participation 
User generate...
Action 
Desired versus actual 
actions taken 
Acquisition 
How customers 
and leads find you 
Participation 
User generate...
Telling the story ofyour Brand 
Translate Brand Attributes into Visual Elements 
Consistent Message 
Showcase Your Bran...
Quick Start 
Getting Started Today 
•Assess your Brand and your competitors’ presence on the visual Web. What is the story...
Questions?
Endeavor Management is a management consulting firm that leads clients to achieve real value from their strategic transfor...
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Gelb Consulting Webinar - Moving at the Speed of Social

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Just when you think you’ve mastered social media… along comes UGC, the “visual web” and SnapChat. We explore practical tips on how to adapt 6 key social media trends.

Published in: Healthcare
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Transcript of "Gelb Consulting Webinar - Moving at the Speed of Social"

  1. 1. Moving at the Speed of Social 6 Innovative Ideas to Get You Moving at
  2. 2. Housekeeping Audio is available through your computer speakers or through dial-in. All lines are muted. You can submit questions/comments at any time. We will address all questions during the Q&A session at the end of today’s presentation. Links to the slides and recording will be made available and sent to all attendees via e-mail.
  3. 3. About Us We work with nationally-recognized Institutions: •5 “Honor Roll” institutions •5 out of the top 10 cancer programs •3 out of the top 4 pediatric hospitals •3 out of the top 10 cardiovascular programs National Benchmarking Studies: •Patient experience management •Marketing practices •Physician relations programs •International programs Ranked as one of top 35 Healthcare Consulting firms by Modern Healthcare
  4. 4. To Get You Moving at the Speedof Social 6Innovative Ideas Agenda Brand Building Using the visual web to reinforce your Brand Maximizing Earned Media Growing awareness through earned media Lurk Less, Engage More Using UGC to engage your community Stand Out in the Crowd Using competitive Share of Voice to inform your social strategy Customer Service on Social Channels Using social media to provide customer service Measuring Impact of Social Selecting measures and metrics that matter 1 2 3 4 5 6
  5. 5. Using the visual web toreinforce your Brand Brand Building
  6. 6. Telling the story ofyour Brand Translate Brand Attributes into Visual Elements Consistent Message Showcase Your Brand Personality Provide a “Backstage Tour”
  7. 7. Telling the story of your Brand Translate Brand Attributes into Visual Elements Saturation Value Intensity Energy Perspective Tiffany & Co. versus Red Bull
  8. 8. Telling the story ofyour Brand Consistent Message Consistent use of #justdoit
  9. 9. Telling the story ofyour Brand Showcase Your Brand Personality Prestige Surprise Fun
  10. 10. Telling the story ofyour Brand Showcase Your Brand Personality Inside Look Lifestyle Patient Focus
  11. 11.  Provide a “Backstage Tour” Prepare Patients Day in the Life OurExperience Overcome Perceptions! Telling the story of your Brand
  12. 12. Growing Awarenessthrough Earned Media Maximizing Earned Media
  13. 13. Growing Awarenessthrough Earned Media Paid –Owned -Earned [& Shared] Create Social Profiles Cross-Network Pollination
  14. 14. Growing Awarenessthrough Earned Media Paid –Owned -Earned [& Shared] You Have Influence
  15. 15. Growing Awarenessthrough Earned Media Paid –Owned -Earned [& Shared] It’s Not Just What You Say… …It’s What You Do
  16. 16. Growing Awareness through Earned Media  Create Social Profiles Action Desired versus actual actions taken Acquisition How customers and leads find you Participation User generated content & social sharing Ability to encourage desired passive and active engagement with digital touchpoints. Ability to generate awareness, increase demand and drive leads and customers and prospects to website. Ability to facilitate leads and customer participation in content development and conversation. CONSIDERATION & CONVERSION BRAND BUILDING ADVOCACY How Do We Want to Engage?
  17. 17. Growing Awareness through Earned Media  Cross-Network Pollination • Feature on Facebook • Tweet about it on Twitter • Google+ • Pin Your Posts • Tumblr
  18. 18. Using UGCto Engage Your Community Lurk Less; Engage More
  19. 19. Using UGC to Engage Your Community AnEverydayHero Make Your Customers Physician Selfie… Promoting Physicians’ Social Presence?
  20. 20. Using UGC to Engage Your Community Don’t forget- Offer a sneak peek to followers! Applications in Healthcare… 6 second “LifeHacks”
  21. 21. Using Share of Voice to Inform Your Social Strategy Stand Out in the Crowd
  22. 22. Using Share of Voice to Inform Your Social Strategy Listen for Brand Mentions: For Your Brand & Your Competitors Twitter Online News Blogs Facebook Twitter Online News Blogs Facebook Twitter Online News Blogs Facebook Blogs Twitter Twitter EARNED OWNED Competitor 1 Competitor 2 Competitor 3 Competitor 1 Competitor 2 Competitor 3
  23. 23. Using Social Media to Provide Customer Service Customer Service on Social Channels
  24. 24. Using Social Media to Provide Customer Service Are You Meeting Customer Expectations?
  25. 25. Using Social Media to Provide Customer Service • Listen at Key Touchpoints • Capture, Categorize and Prioritize • Respond & Escalate (if needed) • Integrate with CRM • ANALYZE & IMPROVE Think Bigger than Issue Resolution
  26. 26. Selecting Measuresand Metrics That Matter Measuring the Impact of Social
  27. 27. Action Desired versus actual actions taken Acquisition How customers and leads find you Participation User generated content & social sharing Ability to encourage desired passive and active engagement with digital touchpoints. Ability to generate awareness, increase demand and drive leads and customers and prospects to website. Ability to facilitate leads and customer participation in content development and conversation. CONSIDERATION & CONVERSION BRAND BUILDING ADVOCACY Selecting Measures and Metrics That Matter Desired Outcomes (Tangible & Intangible) Initiatives & Tactics
  28. 28. Action Desired versus actual actions taken Acquisition How customers and leads find you Participation User generated content & social sharing Ability to encourage desired passive and active engagement with digital touchpoints. Ability to generate awareness, increase demand and drive leads and customers and prospects to website. Ability to facilitate leads and customer participation in content development and conversation. CONSIDERATION & CONVERSION BRAND BUILDING ADVOCACY Selecting Measures and Metrics That Matter Desired Outcomes (Tangible & Intangible) Initiatives & Tactics Don’t Forget Your Call to Action!
  29. 29. Telling the story ofyour Brand Translate Brand Attributes into Visual Elements Consistent Message Showcase Your Brand Personality Provide a “Backstage Tour”
  30. 30. Quick Start Getting Started Today •Assess your Brand and your competitors’ presence on the visual Web. What is the story? •Remember it’s not just what you say, but what you do. Use voice of the customer and social media to help us understand and address customer pain points. •Use Social Profiles to help you understand community needs, preferences and expectations to target messages and communications. 100% know how your customers want to engage with you! •Borrow out of industry tactics to engage with your customers in new and innovative ways- they are expecting it!
  31. 31. Questions?
  32. 32. Endeavor Management is a management consulting firm that leads clients to achieve real value from their strategic transformational initiatives. We serve as a catalyst by providing the energy to maintain the dual perspective of running the business while changing the business through the application of key leadership principles and business strategy. In 2012, Gelb Consulting became an Endeavor Management Company. Our combined experience (Gelb founded in 1965) offers clients unique capabilities to focus their strategic initiatives with a thorough understanding of customer needs to drive marketing strategies, build trusted brands, deliver exceptional customer experiences and launch new products. Our experienced consultants and analysts use advanced marketing research techniques to identify customer needs and spot high potential market opportunities. The firm’s 40 year heritage has produced a substantial portfolio of proven methodologies, enabling Endeavor consultants to deliver top-tier transformational strategies, operational excellence, organizational change management, leadership development and decision support. Endeavor’s deep operational insight and broad industry experience enables our team to quickly understand the dynamics of client companies and markets. Endeavor strives to collaborate effectively at all levels of the client organization to deliver targeted outcomes and achieve real results. Our collaborative approach also enables clients to build capabilities within their own organizations to sustain enduring relationships. 2700 Post Oak Blvd., Suite 1400 Houston, TX 77056 +800 846-4051 info@gelbconsulting.com www.endeavormgmt.com/healthcare
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