#SMWTO Health Check program overview (Sysomos event)

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This presentation provides an overview of the Health Check social media listening and engagement program created in collaboration with the team at Fleishman-Hillard Canada. It was presented at Social Media Week Toronto (#smwto) at the Sysomos event held at the Hockey Hall of Fame on February 9, 2011.

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#SMWTO Health Check program overview (Sysomos event)

  1. 1. Education and Engagement via Media of the Moment<br />A Program Overview<br />Prepared by Fleishman-Hillard<br />February 9, 2011<br />David Bradfield, SVP & Senior Partner<br />Global Chair, Digital Practice<br />david.bradfield@fleishman.com<br />416-645-3650<br />@dbradfield #smwto<br />
  2. 2. Conversation is an art in which a man has all mankind for competitors.<br />Ralph Waldo Emerson<br />
  3. 3. Today’s Talk<br />About Health Check™<br />Driving a social shift in behaviour<br />Listening for context<br />Integrating channels<br />Engaging dialogue<br />Embracing emerging media<br />Lessons learned<br />
  4. 4. About Health Check™<br />Health Check is one important way the Heart and Stroke Foundation helps Canadians eat well<br />Grocery products and menu items are evaluated by the Heart and Stroke Foundation’s registered dietitians <br />Food items that meet nutrient criteria, established by Health Check, based on recommendations in Canada’s Food Guide qualify for the Health Check symbol<br />Products carrying the symbol are trusted by consumers as representing healthy food choices<br />
  5. 5. Health Check™ priorities<br />Focus on education<br />Leverage dietitians<br />Provide healthy guidance<br />Create exposure for licensees’ Health Check products<br />Engage food industry and 3rd party digital foodies<br />Bottom line = motivate positive behaviour<br />
  6. 6. Program elements<br />
  7. 7. Listening and sharing are the two essential skills for social success. They always have been.<br />
  8. 8. Listen.<br />
  9. 9. Categories that make sense<br />The organization and program<br />Eating and food consumption habits<br />Levels of motivation toward healthy eating<br />Nutritional hot topics<br />Food sources and preparation<br />
  10. 10. What do Canadians say about meals and snacks…<br />Listen<br /><ul><li>Content
  11. 11. Conversations
  12. 12. Community</li></li></ul><li>What do we listen for?<br />Food trends – what are Canadians talking about?<br />Consumer attitudes – what do they care about?<br />Language– how do they describe food and diet?<br />Behaviour– are people changing diet decisions for the better?<br />
  13. 13. Learn and confirm<br />Influential channels<br />“Influencer” profile<br />Volume of activity<br />Content opps<br />
  14. 14. Integrate. Engage.<br />
  15. 15. Strike a balance<br />
  16. 16. An integrated model<br />Multiple consumer and stakeholder touch points<br />Managed by a collaboration of partners<br />Consistent platform<br />Transmedia content and conversations<br />
  17. 17. Engage<br /><ul><li>Owned
  18. 18. Shared</li></ul>Tips from the experts<br />Filter and analyze conversations and content<br />Leverage dieticians to comment on opinions, misinformation and provide insight and response<br />Blog integrated into HealthCheck.org<br />Provide commentary to shape behaviour<br />Use Twitter to react and share thought starters<br />Carol Dombrow RD<br />
  19. 19. Channels of engagement<br />
  20. 20. Engage<br /><ul><li>Owned
  21. 21. Shared
  22. 22. Earned</li></ul>Content to drive conversations<br />Embrace “social media friendly” approach to content emerging from and supporting campaign<br />Charts, graphs, images<br />Social media news releases<br />Video and audio commentary<br />Leverage in sustained engagement activities<br />Educational videos on relevant topics<br />The grocery Health Check™<br />Packing a healthy lunch<br />A checklist for eating out<br />Keeping your recipes in check<br />Share and syndicate videos via YouTube channel and Howcast<br />
  23. 23.
  24. 24. Embrace Canadians via social media<br />Engage Canadians talking about food, diet, wellness, health<br />Identify most influential participants in the conversation<br />Provide expert commentary and insights to relevant content producers and digital publishers<br />Direct traffic to owned properties, events and other points of engagement<br />Motivate behavioural shift in what Canadians share when it comes to what and where they eat<br />Engage<br /><ul><li>Shared
  25. 25. Earned</li></li></ul><li>Emerging.<br />
  26. 26. Media of the moment<br />Location, search, reviews<br />Blogs, tweets, comments<br />Networks, wikis<br />Gaming, edutainment<br />
  27. 27. Tips and advice are everywhere<br />
  28. 28. Educate and mobilize the community where they eat<br />Engage<br /><ul><li>Shared
  29. 29. Earned</li></ul>Provide Health Check™ community members with tips to take into social and shared venues<br />Facebook community<br />Recipe makeover participants<br />Twitter followers<br />Online influencers<br />Mobilize advocates to post tips by location (restaurant, retailer, store aisle)<br />Explore partnership with Gowalla or foursquare and licensees to integrate Health Check™ icon into maps and location tips<br />
  30. 30. Fleishman-Hillard Impact Measurement Model<br />ACTION<br />INFLUENCE<br />ENGAGEMENT<br />EXPOSURE<br />What actions if any has the target taken?<br />How we influenced perceptions & attitudes of the target<br />Who is interacting & engaging with our content? How and where?<br />To what degree have we created exposure to content and message?<br />Possible Financial Impact - ROI<br />Measure<br /><ul><li>Volume
  31. 31. Sentiment
  32. 32. Impact</li></ul>Non-Financial Impact – Value<br />Check out http://metricsman.wordpress.com/2010/05/12/the-digitization-of-research-and-measurement for more<br />
  33. 33.
  34. 34. Lessons learned.<br />
  35. 35. Insights<br />Conversation is an art<br />Rooted in our ability to listen and share (and respect)<br />Learn and refine… always<br />The community tells you what success looks like, so listen<br />Content is content, context is key<br />Information doesn’t need to be new to be relevant<br />Image: Sean Sims, Illustrator<br />
  36. 36. Thank you<br />Happy Social Media Week<br />David Bradfield, SVP & Senior Partner<br />Global Chair, Digital Practice<br />david.bradfield@fleishman.com<br />416-645-3650<br />@dbradfield #smwto<br />

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