BlogWell San Francisco Social Media Case Study: Kaiser Permanente, presented by Hilary Weber


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In the BlogWell San Francisco case study presentation, "Harvesting the Low-Hanging Fruit of Internal Social Media Channels," Director, Internet Marketing Services Hilary Weber describes how Kaiser Permanente applies internal social media in a big-brand setting.

Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This event is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at

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BlogWell San Francisco Social Media Case Study: Kaiser Permanente, presented by Hilary Weber

  1. 1. How Big Companies Use Social Media San Francisco | June 23, 2009 Hilary Weber Kaiser Permanente “Harvesting the Low-Hanging Fruit of Internal Social Media Channels”
  2. 2. Harvesting the Low-Hanging Fruit of June 2009 Internal Social Media Channels
  3. 3. 2 Why and How Are Companies Using Internal Networks? Nissan: NSquare   Increase effectiveness of communication and collaboration   Avoid bureaucracy   Create new partnerships and cross-functional alliances Best Buy: Blue Shirt Nation   Reduce turnover   Increase employee engagement & satisfaction General Electric: SupportCentral   “The Gold Standard”: Connect 400,000 users in 6000 global locations, using 20 languages (25 million visits per DAY) http:// social-network/?cs=11657
  4. 4. 3 Overview: Kaiser Permanente •  Largest integrated health care provider in U.S., with largest active electronic medical record system on the planet (out of 8.6 million members, over 3 million have active access) •  160,000 employees plus 14,000 physicians across •  9 states spanning both coasts and Hawaii •  35 hospitals and 431 medical office buildings
  5. 5. 4 Opportunity: Make Connections and Increase Collaboration   Departments and regions work independently   Subject-matter experts are geographically dispersed   Travel is becoming more limited   Technology and innovation is “in our DNA”   Motivated to gain work efficiencies via better connections   Hope to leverage Web 2.0 internally to help inform what we do externally
  6. 6. 5 Social Networking and Collaboration Tools @ Kaiser Permanente •  Used heavily externally to support primarily PR efforts (youtube, Twitter, Facebook, etc) •  Internally, social media and collaboration tools are a key component of our broader employee portal strategy
  7. 7. 6 Social Networking and Collaboration Tools @ Kaiser Permanente Branded to integrate within Employee Portal User friendly & simple tools (Jive software)   Blog   Discussions   Polls   Wikis   Polling   Profile
  8. 8. 7 Social Networking and Collaboration Tools @ Kaiser Permanente   Create communities for: short or long-term projects, newsletters, shared interest, or community of practice   Colleagues can work collaboratively across departments, regions, and time zones.   Connect with those of similar interests or look for an inspiration or a helping hand by searching for colleagues by expertise, biography, past/current KP projects, and personal interests.
  9. 9. Social Networking and Collaboration Tools 8 @ Kaiser Permanente
  10. 10. 9 Challenges •  Web 2.0 is a second language for us. •  How do you transfer the organic nature of social media to a regulated corporate structure? •  These tools makes Legal and Compliance departments very nervous!
  11. 11. 10 A Case Example
  12. 12. 11 Where We Started: Grassroots Networking Like everyone else, we cut our teeth on email; then individual blogs started proliferating in a viral, organic fashion.
  13. 13. 12 Opportunity from Digital Marketing’s POV As Director of Internet Marketing Services (part of Brand Marketing), my team functions as a consultative internal digital marketing agency and “R&D” shop (producing 800-1000 projects/ campaigns per year) I often hear: “We don’t know what you’re working on” – even within my own team – so I was motivated to find a way to share our plans, programs and projects more effectively
  14. 14. 13 Opportunity from Digital Marketing’s POV To share our programs and projects more effectively:   I used to write marketing plans (no one ever read them)   Email became an unwieldy, abused channel for communication (plus it’s hard to sort by importance, relevance or content)   I decided to get “my own house in order first” for my own team’s connectivity and sharing, so we set up a WIKI   I think of the Wiki as the equivalent of the “Family Tool Shed” (where we keep our Stuff)
  15. 15. 14 Wikis for Teams
  16. 16. 15 Case Study: Need a New Tool on the Intranet… But my team has no developers, page designers or techies… •  We built a quick “mock-up” in our Wiki •  Content is real •  Has links leading the user 6-7 pages deep •  Result? The Intranet team has direct access, and knows exactly what we want without requirements meetings, wireframes, etc. •  Win-Win
  17. 17. 16 The Wiki Can Shape & Centralize the Team’s Processes
  18. 18. 17 Each Subteam Can Have Its Own “Micro-site”
  19. 19. 18 Opportunity for Increased “Visibility” with Others The Wiki is a great resource for a team, but not so good for sharing & collaborating outside of the team… My team is a part of the National Marketing & Internet Services department, with over 500 employees Then add many additional colleagues, e.g. Web Development partners in IT, internal “clients” in numerous departments and regions, etc. – this takes our “internal target market” into the 1000s, so…   How can we find subject matter experts – the right contacts?   How can we connect and stay connected to our
  20. 20. 19 Goal: Innovative Collaboration Across the Organization Find Connect Organize Collaborate
  21. 21. 20 Introducing KP Ideabook: The “Town Square”
  22. 22. 21 FIND People, Groups and Information “Tags” on Profiles Allow Us to Find Who/What We’re Looking For
  23. 23. 22 CONNECT with Key Contacts and Groups Step One: Click to Connect Step Two: Connection Made
  24. 24. 23 ORGANIZE the Content You Need to Access
  25. 25. 24 COLLABORATE with Others Instantly
  26. 26. 25 Added Benefits of Internal Networking Interactive E-Work Environment: •  Custom Group Set-up (either Open or Private discussions and invitations) •  Blogs for individuals and groups •  Document Sharing •  Polls – ask groups you belong to or everyone in the network Consolidation of your work, teams, partners, new ideas and resources in one place
  27. 27. 26 My Team Can Share Updates Anytime
  28. 28. 27 Promoting the Channel Sample Instructions: is live now and ready to try out… Step 1: Go to and register (it’s easy!) Step 2: Enter your “bio” information and your photo so people will recognize you in a meeting or in the hall (no dog or kid photos, please!) Step 3: Do a search using tags (keywords, e.g. email marketing or Web 2.0) to find the people/teams/skill sets you seek Step 4: Start “friending” people to collaborate with them You can set up a Group with people you would normally share meetings, information, decisions with – you can start to see time savings and meeting reduction right away
  29. 29. 28 Tactical Takeaways Searchable TAGS (keywords) connected to people’s Profiles – this is the “Crown Jewel” of Findability Recommendations: •  Come up with 20-25 tags for your team/group, publish them and use them consistently •  Train others (e.g. your team) to use the tags on their own profile and in their posts •  General searching on the networking tool takes zero training – we all learned it on Google (and Friending we learned on Facebook)
  30. 30. 29 Final Thoughts Consider a wiki for your team as a “Tool Shed” For broader sharing/collaborating, make the most of your “Town Square” network: •  Tags, Tags, Tags! •  Lead by example (robust profile, etc.) •  Play with the available features – learn what works for you •  Go where you could not go before! New discoveries await…
  31. 31. 30 Wrap-up Thank you! Contact info: Hilary Weber •
  32. 32. How Big Companies Use Social Media Learn more about upcoming and past BlogWells: or