SocialMedia.org                                           Video Case Studies   SocialMedia.org         This video is from ...
‘Show, Don’t Tell’ on Social Media and a ShoestringUsing a Video Blog to Share Our StoriesVince Golla, Digital Media and S...
In 20 Minutes We Will …        Our Challenge        Why a Video Blog?        Syndicate, Syndicate, Syndicate        Feedin...
Our Challenge (Yours Too?)3 December 11, 2012   |   © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
Our Challenge, in a Social Media MomentShe Loves   KP!She Loves KP-NOTShe Loves KP – ButBefore Did   Not*Yes, this is an a...
Changes in Health Care Make This Work “More  Than Imperative”   The PPACA changes everything for integrated health plans ...
Why a Video Blog?6 December 11, 2012   |   © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
Early Efforts to Show, Not Tell7 December 11, 2012   |   © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
Early Efforts to Weave Owned into Earned
A Driver for Us (and for You?): Earned MediaWILL SOON OVERSHADOW PAID MEDIA*     Paid media  1.9B impressions   Growing at...
Peanut Butter & Jelly. YouTube & Wordpress• Google owns YouTube. Google loves Wordpress. Google loves video. See  where we...
Anatomy of Our Video Blog  Members submit own   stories                                                                   ...
Project goals/drivers• Overcome common misconceptions about the  organization.• Promote the benefits of KP care via first-...
Showing Happy Members = Showing ExpertMedicine    Spotlight on    Showcases     Lets members     physicians,      exper...
Syndicate, Syndicate, Syndicate14 December 11, 2012   |   © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
Video Blog Promotion Opportunities                                      Marketing                       Social Media      ...
Do This 3-4 Times a Month, and …16 December 11, 2012   |   © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
Old School + New School = Brand Success                                      15,000 blog views267,000 “opens” of eNewslett...
Now That We’ve Built the PerfectBeast, How On Earth Do We Feed It?18 December 11, 2012   |   © 2011 Kaiser Foundation Heal...
When The Onion Says “More Videos!”, You MustBe Onto Something
Viewers Consuming User-Generated Content asNews – Enough So to Lay Off ‘Real’ Journalists
Making the ROI Pitch      “Hire It Out”                  “Do It Yourself”                             Canon 60D+lens:     ...
Building the ROI Argument: Teach Me to Fish• We paid an indie filmmaker to create eight-  hour, in-person training for our...
Results So Far – and We’ve Only Just Begun    35 patient story videos (and adding 3-4 each month)    40,000 video views ...
The Spinoff - #kphealthychats24 December 11, 2012   |   © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
Bringing It Full Circle – The Original Care Story,   Now a Thrive Ad                                                      ...
Questions?                                                                vince.golla@kp.org                              ...
SocialMedia.org         This video is from    Case Studies                    Learn more about past and           BlogWell...
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BlogWell Los Angeles Social Media Case Study: Kaiser Permanente, presented by Vince Golla

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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

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

  1. 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. 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. 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. 4. Our Challenge (Yours Too?)3 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  5. 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. 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. 7. Why a Video Blog?6 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  8. 8. Early Efforts to Show, Not Tell7 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  9. 9. Early Efforts to Weave Owned into Earned
  10. 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. 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. 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. 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. 14. Showing Happy Members = Showing ExpertMedicine  Spotlight on  Showcases  Lets members physicians, expertise, “show” our nurses and compassion expert medicine staff message
  15. 15. Syndicate, Syndicate, Syndicate14 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  16. 16. Video Blog Promotion Opportunities Marketing Social Media Advertising Meetings Care Presos Story Speaking Waiting Room Opps Video Media Outreach
  17. 17. Do This 3-4 Times a Month, and …16 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  18. 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. 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. 20. When The Onion Says “More Videos!”, You MustBe Onto Something
  21. 21. Viewers Consuming User-Generated Content asNews – Enough So to Lay Off ‘Real’ Journalists
  22. 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. 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. 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. 25. The Spinoff - #kphealthychats24 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  26. 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. 27. Questions? vince.golla@kp.org 510-271-6007 @vincegolla26 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
  28. 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
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