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Manage and Measure Your Brand Perception -- Ken Ericson, Xerox

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realtime marketing business use case by Ken Ericson (@kenericson), Director of Content Marketing, Xerox, at #RLTM Realtime Marketing Lab, October 14, 2013 at The Altman Building, NYC.

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Manage and Measure Your Brand Perception -- Ken Ericson, Xerox

  1. 1. Managing Brand Perception: Xerox in Healthcare Ken Ericson, Content Marketing Director for Xerox @kenericson ©2013 Xerox Corporation. All rights reserved. Xerox® and Xerox Design® are trademarks of Xerox Corporation in the United States and/or other countries.
  2. 2. You Know Us, Right?
  3. 3. Xerox Transformed
  4. 4. Focused on Healthcare Working with 700 hospitals, 37 states and the top 20 managed healthcare plans
  5. 5. We Have Brand Advocacy For Copiers But not for healthcare.
  6. 6. Content And Social Engagement HealthBiz Decoded Thought Leadership TEDMED Social Executives
  7. 7. Content And Social Engagement HealthBiz Decoded Thought Leadership TEDMED Social Executives
  8. 8. Building Belief And Advocacy • HealthBiz Decoded is an owned microsite focused on the business of healthcare • Intentionally “far from the sun” • Designed to build belief and join the conversation, not sell 8
  9. 9. Joining The Conversation • We did our homework: understanding the conversations and where we fit in • Made an commitment to trusted and relevant editorial content
  10. 10. How We’re Engaging One piece of original content produced each day, amplified socially and pitched to other media.
  11. 11. Here’s The Key: It’s Not About Us
  12. 12. Here’s The Key: It’s Not About Us Only about 30 percent of the stories have a Xerox connection.
  13. 13. Our Newsroom Model • Decisions from “outside in” • Stories have editorial balance and style • Flexible to react in real-time for breaking news 13
  14. 14. Creating Timely, Relevant Content HealthBiz Decoded, July 29
  15. 15. Creating Timely, Relevant Content HealthBiz Decoded, July 29 New York Times, July 31
  16. 16. How We Measure Success • Site Metrics • Increased influencer/media attention • Increased demand for our thought leadership • Increased awareness of Xerox as a business partner in healthcare 16
  17. 17. Measuring Success: Increased Attention
  18. 18. Measuring Success: Increased Attention
  19. 19. Have Infographic, Will Travel
  20. 20. Have Infographic, Will Travel
  21. 21. Have Infographic, Will Travel
  22. 22. Content And Social Engagement HealthBiz Decoded Thought Leadership TEDMED Social Executives
  23. 23. Content And Social Engagement HealthBiz Decoded Thought Leadership TEDMED Social Executives
  24. 24. Aligned With An Influencer
  25. 25. Realtime Engagement: @XeroxHealthcare • • • • 210 New followers 28 Followers from influencer list 294 Tweets 1,236,870 Impressions
  26. 26. Realtime Engagement: #SimpleHealth • Nearly 800 mentions of #SimpleHealth
  27. 27. Realtime Social Executive Article Comments In six words, what’s your vision for the future of health? Byline Interviews 27
  28. 28. HealthBiz Decoded @TEDMED
  29. 29. Content And Social Engagement HealthBiz Decoded Thought Leadership TEDMED Social Executives
  30. 30. Content And Social Engagement HealthBiz Decoded Thought Leadership TEDMED Social Executives
  31. 31. Driving Thought Leadership
  32. 32. Influence Gap: EHRs/EMRs 2/1/2013 8/30/2013
  33. 33. Influence Gap: Consumerism 2/1/2013 8/30/2013
  34. 34. Influence Gap: Innovation 2/1/2013 8/30/2013
  35. 35. Influence Gap: Technology 2/1/2013 8/30/2013
  36. 36. Questions? Ken Ericson Kenneth.Ericson@xerox.com @kenericson

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