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Buddy Media IAB Social Pitch
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Buddy Media IAB Social Pitch


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This is a draft presentation of my presentation on April 5, 2010, at IAB Social. …

This is a draft presentation of my presentation on April 5, 2010, at IAB Social.

I have the opportunity to pitch in front of the audience to senior management of GE re: Healthymagination, a new GE business strategy (launched Oct. 2009) that responds to, and reflects, changing needs and emerging opportunities in healthcare. GE will invest $6 billion in research and development to help reduce cost, increase access, and improve quality in healthcare globally between now and 2015. The bottom line is that GE plans to take on one of the world's toughest challenges: to help people live healthier lives. There are big healthcare challenges to tackle, just a portion of which includes addressing chronic diseases such as Alzheimer's, congestive heart failure, diabetes, obesity, etc.

Healthymagination is gaining traction in the marketplace, especially following GE Healthcare's visible presence during the Winter Olympics. But the opportunity exists to exponentially increase our digital presence. Just a quick scan of the social graph for varied health care voices such as Mayo Clinic, Cleveland Clinic, Dr. Sanjay Gupta, the New York Times Health, the World Health Organization, WebMD, NBC's Biggest Loser, etc. reveals how far behind Healthymagination is in our desire to be perceived as the solution to healthcare challenges.

Proposed Assignment

Leverage and extend the current digital assets of Healthymagination (available on, and also outlined in the attached PowerPoint slide) to help GE Healthcare become a leading voice for healthcare solutions in the USA by optimizing our use of digital platforms, digital content opportunities, and social media networks and communities.

Success will be measured by an increase in awareness for Healthymagination, but more pointedly by the increase in the size of our online communities, affiliations, and fans and followers, etc.

Well, how did I do?

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  • 1. Pitching to the Major Leagues April 5, 2010 Michael Lazerow, CEO, Buddy Media
  • 2. Facebook is revolutionizing brand advertising The largest two-way brand communication platform in the history of the world.
  • 3. And it’s just getting started Source: Facebook is now the most visited website in the world. Facebook vs. Yahoo & Google Visit Growth
  • 4. Ignore at your own risk WARNING Ignoring Facebook in 2010 is GROSS NEGLIGENCE and could lead to job loss and other employment-related side effects. !
  • 5. Always-on conversations versus one-off campaigns Buddy Media can help GE build an on-going dialogue with millions of consumers where they already hang out and catapult GE into a leading voice for healthcare solutions in the US.
  • 6. Build an asset, don’t just rent media space Developing an owned distribution network via Facebook should be one of the top global initiatives for GE Healthcare in 2010 and 2011.
  • 7. The “health” web has been won. Social is just starting. GE can continue to rent this distribution. Or GE can start building its own. Unique Visitors (by Month)
  • 8. The Buddy Media playbook
    • Get Healthymagination’s Facebook house in order
    • Drive connections through paid media and natural growth
    • Activate fans over time to reach goals
      • Awareness
      • Traffic
      • Sales
      • More connections
    Buddy Media’s RX for success
  • 9. Foundation for success
    • Launch a robust and engaging FB Page as the home for campaigns, on-going communications and social growth
    • Fully integrate Facebook functionality into using new FB technologies
    • Define goals to ensure tracking is fully integrated
    Get Facebook house in order
  • 10.
    • 150+ brands and 45+ agencies use the Buddy Media Platform to build, track and manage Facebook presences.
    Foundation for success: Starts with scalable architecture
  • 11.
    • The Buddy Media Platform takes the headache out of making Facebook Pages work for you
      • CMS with library of 30+ applets
      • Powerful publishing tool for the management and moderation of wall posts and status updates
      • Real-time analytics for all user engagement points
      • Easy drag-and-drop interface
      • No knowledge of FBML required
    Foundation for success: Scalable Page architecture Healthymagination
  • 12. Message Your Fan Base Drive new fans by scheduling posts/updates to encourage likes, comments and shares WALL TABS Foundation for success: Integration between Wall & Tabs Scale Your Brand Create multiple Page tabs with the Buddy Media Platform for brands, campaigns and projects Engage Your Audience Launch engaging, content-rich “applets,” like quizzes, polls, sweeps and more Acquire New Fans Drive new fan growth through friend referrals and Newsfeed messaging
  • 13. Foundation for success: Schedule & track Posts Healthymagination
  • 14. Share functionality drives social growth Integrate your YouTube Channel into your customized Facebook Page Foundation for success: Social applets out of the box
  • 15. Bring your brand messaging right to fans on the Facebook Page Foundation for success: Social applets out of the box
  • 16. Create content to inform and engage fans. Challenge them to share their knowledge with the Facebook community. Foundation for success: Social applets out of the box
  • 17. Drive fans directly to point of purchase for Morsel mobile application or to for more in-depth information Foundation for success: Social applets out of the box
  • 18. Make the Facebook experience fun and social Engage, inform, and prompt to publish Foundation for success: Social applets out of the box
  • 19. Brand Media (National) Tabs Viral engagement Viral engagement Site traffic Integrate Facebook &
  • 20.
    • Other Facebook Advertising
    Premium Facebook Advertising Reach, prime placement, 100% SOV, propelled fan growth, brand building / brand lift Always-on advertising w/ large guaranteed reach through performance ads Drive connections through paid media
  • 21. Analytics
  • 22. Cost & Timing
    • Small monthly fee for Buddy Media Platform license
    • Facebook ads can be scaled based on needs and success
    • Launch in 4-8 weeks!
    • On-going updates and communication – FREE!
    Program will be one of most cost-effective and scalable program GE runs in 2010
  • 23. Thank you! Let’s start making GE Healthcare the leading voice for healthcare solutions globally.