Your SlideShare is downloading. ×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

BlogWell Los Angeles Social Media Case Study: Kaiser Permanente, presented by Vince Golla

1,037
views

Published on

In his BlogWell Los Angeles presentation, Kaiser Permanente's Digital Media and Syndication Director, Vince Golla, shares how they launched and promoted their “Care Stories” video blog through social …

In his BlogWell Los Angeles presentation, Kaiser Permanente's Digital Media and Syndication Director, Vince Golla, shares how they launched and promoted their “Care Stories” video blog through social media channels.

He goes into detail about why they chose a video blog, how they got syndication, and how they continued to "feed the beast" once they created it.

Watch the video of this presentation here: https://vimeo.com/57345349

Published in: Business

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,037
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
9
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011This presentation is from socialmedia.org/blogwell Vince GollaBlogWell Los Angeles ‘Show, Don’t Tell’ on Social Media December 5, 2012 and a Shoestring: Using a Video Blog to socialmedia.org/blogwell Share Our Stories
  • 2. ‘Show, Don’t Tell’ on Social Media and a ShoestringUsing a Video Blog to Share Our StoriesVince Golla, Digital Media and Syndication Director
  • 3. In 20 Minutes We Will … Our Challenge Why a Video Blog? Syndicate, Syndicate, Syndicate Feeding the Beast Future Spinoff: #kphealthychats2 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  • 4. Our Challenge (Yours Too?)3 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  • 5. Our Challenge, in a Social Media MomentShe Loves KP!She Loves KP-NOTShe Loves KP – ButBefore Did Not*Yes, this is an actual thread from our Facebook page: facebook.com/kpthrive 4 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  • 6. Changes in Health Care Make This Work “More Than Imperative”  The PPACA changes everything for integrated health plans  Health Seekers will be more able to seek/choose a health plan  Health care providers will be under still more pressure to gain visibility and mindshare  Social media gives everyone a megaphone (and they’re not afraid to use it)5 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  • 7. Why a Video Blog?6 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  • 8. Early Efforts to Show, Not Tell7 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  • 9. Early Efforts to Weave Owned into Earned
  • 10. A Driver for Us (and for You?): Earned MediaWILL SOON OVERSHADOW PAID MEDIA* Paid media 1.9B impressions Growing at 8% Earned media: 500M impressions Growing at 30% Owned/controlled media *Arthur Page Society 2011
  • 11. Peanut Butter & Jelly. YouTube & Wordpress• Google owns YouTube. Google loves Wordpress. Google loves video. See where we’re going?• Video embeds in Wordpress are a snap• Embedded videos (HIPAA expired?) can be removed in seconds• Single channel makes managing multiple sites much easier• YouTube’s metrics are great, getting better• Wordpress blogs – thousands of templates, compatible with all browsers, easy to configure, inexpensive to customize
  • 12. Anatomy of Our Video Blog Members submit own stories Spotlight on MDs, staffNav mirrorsPR areas of focus Featureschange each month 11 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  • 13. Project goals/drivers• Overcome common misconceptions about the organization.• Promote the benefits of KP care via first-person stories from patients, physicians and staff.• Let our members showcase our physicians and nurses…in ways more genuine than our own communicators can.
  • 14. Showing Happy Members = Showing ExpertMedicine  Spotlight on  Showcases  Lets members physicians, expertise, “show” our nurses and compassion expert medicine staff message
  • 15. Syndicate, Syndicate, Syndicate14 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  • 16. Video Blog Promotion Opportunities Marketing Social Media Advertising Meetings Care Presos Story Speaking Waiting Room Opps Video Media Outreach
  • 17. Do This 3-4 Times a Month, and …16 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  • 18. Old School + New School = Brand Success 15,000 blog views267,000 “opens” of eNewsletter 50-plus requests for colon cancer screening kits4,500 views in four days
  • 19. Now That We’ve Built the PerfectBeast, How On Earth Do We Feed It?18 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  • 20. When The Onion Says “More Videos!”, You MustBe Onto Something
  • 21. Viewers Consuming User-Generated Content asNews – Enough So to Lay Off ‘Real’ Journalists
  • 22. Making the ROI Pitch “Hire It Out” “Do It Yourself” Canon 60D+lens: $1,400Camera Crew: $1,000/day Spare battery: $50Editor: 12 hoursX$125/hr. 3x32GB SD cards: $100Transportation: $500 Ravelli tripod: $200Support/Admin.: $250 LED light panel & stands: $375Incidentals: $100 Kata camera bag: $200 iPhone glif/audio: $50BUDGET, 3 min. vid: $3,500 (3) Corded lav mics: $80 Shotgun mic: $175 INVESTMENT: $2,630
  • 23. Building the ROI Argument: Teach Me to Fish• We paid an indie filmmaker to create eight- hour, in-person training for our PR team• 21 team members trained. Cost: $5,000• NEXT, hire an intern with video editing experience• Edited 20 videos (each 3-4 min. long) in a 6- month internship• She got a paid internship plus great experience, contacts• We got est. $85K/6 mos. savings (assumes video editor rate of $100/hour)• NOTE: College grads grew up with video editing; add your storytelling skills and you’re off to the races
  • 24. Results So Far – and We’ve Only Just Begun  35 patient story videos (and adding 3-4 each month)  40,000 video views  Estimated 1.5 million social media impressions23 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  • 25. The Spinoff - #kphealthychats24 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  • 26. Bringing It Full Circle – The Original Care Story, Now a Thrive Ad  http://bit.ly/marygthrive25 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  • 27. Questions? vince.golla@kp.org 510-271-6007 @vincegolla26 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  • 28. SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWellsThis presentation is from socialmedia.org/blogwellBlogWell socialmedia.org/blogwell Los Angeles December 5, 2012 socialmedia.org/blogwell