Entering The Blogosphere:
   The Nucleus Of Your Healthcare
        Social Media Strategy


             Coffee

(if youʼre not quite sure about this blog stuff)
To blog or not to blog…
To blog or not to blog…
jeniee/4144002164

h0p://ebenne0.org/hsnl

1.
Trust
Of
Others
   vs.

 Your
Healthcare
AdverBsing


2.
Engagement
        vs.

 Your
InterrupBon


3.
My
Terms/Value
...
How
can
you

    make
a

  meaningful

 difference
in


the
DAILY
lives


    of
your

 communiBes


 and
paBents?

New ways   to build   value
Understand
what
really
moves
me
and
drives
me




As
a
person,
not
a
current
or
a
prospec<ve
pa<ent




            Talkin...
EXTERNAL
                  INTERNAL

Community/paBent
educaBon
 ConnecBon





     BLOG

ParBcipaBon
in
care
       Purpo...
Organiza<on/Facility/Service

               Line
Passion
&
Exper<se





  Community
                         Business
&
...
Content
   Community

“The
difference
between
an
audience

and
a
community
is
the
direc5on
that

        the
chairs
are
facing”


             ‐
...
1.
Goals
&

                 Strategies



6.
ROB
Metrics
             
                 2.Audiences
                     ...
1.
Goals
and
Strategies



What
We
Want
To
Achieve
 PlaYorms
To
Achieve
Goals

1.
Goals
and
Strategies



What
We
Want
To
Achieve
 PlaYorms
To
Achieve
Goals


Vision
and
Mission


Business
ObjecBves


...
1.
Goals
and
Strategies



What
We
Want
To
Achieve
 PlaYorms
To
Achieve
Goals


Vision
and
Mission
         Thought‐Leader...
1.
Goals
and
Strategies

2.
Audiences

2.
Audiences



External
                             Internal

Current
PaBents,
Families,
Friends
   Medical
Staff


Futur...
2.
Audiences



Time
Sensi<ve
      Necessary
            Opera<onal


Time
SensiBve

     Awareness/Access
     RelaBonsh...
3.
Content





DirecBon
   Guidelines
   Boundaries

3.
Content:
Direc&on





   Keywords
             Style





   Outline
             Sources

3.
Content:
Guidelines

Useful

    Newsworthy

      InsighYul

Help
People
Achieve

 Sense
of
Belonging

       Inspiring

  Solves
a
Problem

S...
3.
Content:
Guidelines

Legal
Implica<ons






                     Authen<city

                                      3.
Content:
Boundaries



...
4.
Voices

4.
Voices




silo
or
shared
             single
or
mul<ple





 organiza<on
               staff,
physicians,

or
service...
5.
Execu<on




Content
              
Community

Smart
Titles
         To
others
on
your
blog


Target
Keywords
      On
...
6.
ROB
Metrics





…leading
to
making
decisions
about
your
blog
investments.

6.
ROB
Metrics




        Engagement
                   Influence


        Traffic
                        Tags
&
Bookmarks...
Plan
Long-Term
Authenticity
Their Agenda
Social
Learn & Repeat
Ques<ons
or
Comments





Eric
Brody,
President,
Trajectory
LLC

     eb@trajectory4brands.com

        973‐292‐1400
x201
...
Entering The Blogosphere: The Nucleus Of Your Healthcare Social Media Strategy (Social Media Strategy presentation by Eric...
Entering The Blogosphere: The Nucleus Of Your Healthcare Social Media Strategy (Social Media Strategy presentation by Eric...
Entering The Blogosphere: The Nucleus Of Your Healthcare Social Media Strategy (Social Media Strategy presentation by Eric...
Entering The Blogosphere: The Nucleus Of Your Healthcare Social Media Strategy (Social Media Strategy presentation by Eric...
Entering The Blogosphere: The Nucleus Of Your Healthcare Social Media Strategy (Social Media Strategy presentation by Eric...
Entering The Blogosphere: The Nucleus Of Your Healthcare Social Media Strategy (Social Media Strategy presentation by Eric...
Entering The Blogosphere: The Nucleus Of Your Healthcare Social Media Strategy (Social Media Strategy presentation by Eric...
Entering The Blogosphere: The Nucleus Of Your Healthcare Social Media Strategy (Social Media Strategy presentation by Eric...
Entering The Blogosphere: The Nucleus Of Your Healthcare Social Media Strategy (Social Media Strategy presentation by Eric...
Entering The Blogosphere: The Nucleus Of Your Healthcare Social Media Strategy (Social Media Strategy presentation by Eric...
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Entering The Blogosphere: The Nucleus Of Your Healthcare Social Media Strategy (Social Media Strategy presentation by Eric Brody, President of Trajectory

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Presentation from Eric Brody, President of NJ-based branding and marketing firm Trajectory – Entering The Blogosphere: The Nucleus Of Your Healthcare Social Media Strategy from the IQPC Strategic Social Media For Healthcare Conference in NYC.

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Entering The Blogosphere: The Nucleus Of Your Healthcare Social Media Strategy (Social Media Strategy presentation by Eric Brody, President of Trajectory

  1. 1. Entering The Blogosphere: The Nucleus Of Your Healthcare Social Media Strategy Coffee

  2. 2. (if youʼre not quite sure about this blog stuff)
  3. 3. To blog or not to blog…
  4. 4. To blog or not to blog…
  5. 5. jeniee/4144002164

  6. 6. h0p://ebenne0.org/hsnl

  7. 7. 1.
Trust
Of
Others
 vs.

 Your
Healthcare
AdverBsing
 2.
Engagement
 vs.

 Your
InterrupBon
 3.
My
Terms/Value
 vs.

 Your
MarkeBng
Agenda
 4.
Par<cipa<on
 vs.

 Treatment
As
Followers
 5.
Demonstra<on
 vs.

 Your
Claims
 6.
Dialogue
 vs.

 Your
One‐Way
Monologue
 7.
Transparency
 vs.

 Behind
The
Curtain

  8. 8. How
can
you
 make
a
 meaningful
 difference
in

 the
DAILY
lives

 of
your
 communiBes

 and
paBents?

  9. 9. New ways to build value
  10. 10. Understand
what
really
moves
me
and
drives
me
 As
a
person,
not
a
current
or
a
prospec<ve
pa<ent
 Talking
to
me,
not
at
me
 Showing
me
you
really
care

  11. 11. EXTERNAL
 INTERNAL
 Community/paBent
educaBon
 ConnecBon
 BLOG
 ParBcipaBon
in
care
 Purpose/contribuBon
 Discussion/collaboraBon
 Listen/idenBfy
trends
 CompeBBve
advantage
 Share
stories/ideas
 PaBent
engagement

 Discussions/collaboraBon
 Improved
outcomes
 Search
engine
love
 PaBent
stories
 Clinical
experBse
 Building
trust
 Recruitment

  12. 12. Organiza<on/Facility/Service
 Line
Passion
&
Exper<se
 Community
 Business
&
Brand
 Needs
&
Desires
 Goals
 Internal
Resources

  13. 13. Content
 Community

  14. 14. “The
difference
between
an
audience
 and
a
community
is
the
direc5on
that
 the
chairs
are
facing”
 ‐
Chris
Brogan

  15. 15. 1.
Goals
&
 Strategies
 6.
ROB
Metrics 
 2.Audiences 
 YOUR

 BLOG
 5.
ExecuBon
 3.
Content 
 4.
Voices 

  16. 16. 1.
Goals
and
Strategies
 What
We
Want
To
Achieve
 PlaYorms
To
Achieve
Goals

  17. 17. 1.
Goals
and
Strategies
 What
We
Want
To
Achieve
 PlaYorms
To
Achieve
Goals
 Vision
and
Mission
 Business
ObjecBves
 Other
IniBaBves
 Role
Of
Blog


  18. 18. 1.
Goals
and
Strategies
 What
We
Want
To
Achieve
 PlaYorms
To
Achieve
Goals
 Vision
and
Mission
 Thought‐Leadership
 Business
ObjecBves
 Engagement
 Other
IniBaBves
 Empowerment
 Role
Of
Blog

 Day
In
The
Life
 Corporate
Culture
 Branding

  19. 19. 1.
Goals
and
Strategies

  20. 20. 2.
Audiences

  21. 21. 2.
Audiences
 External
 Internal
 Current
PaBents,
Families,
Friends
 Medical
Staff
 Future
PaBents
 Hospital/System
Staff
 CommuniBes
 Employees
 Caregivers
 Volunteers
 Donors
 Suppliers/Vendors
 Health
Plans/Payors
 Media/Other
Opinion
Leaders

  22. 22. 2.
Audiences
 Time
Sensi<ve
 Necessary
 Opera<onal
 Time
SensiBve

 Awareness/Access
 RelaBonships
 AcquisiBon/Care
 InformaBon
 PotenBal
PaBents
 Volunteers
 Media
 Current
PaBents
 Donors
 Current
Employees
 New
PaBents
 Extended
Families
 Alumni
 Caregivers
 PotenBal
Employees
 Suppliers/Vendors

  23. 23. 3.
Content
 DirecBon
 Guidelines
 Boundaries

  24. 24. 3.
Content:
Direc&on
 Keywords
 Style
 Outline
 Sources

  25. 25. 3.
Content:
Guidelines

  26. 26. Useful
 Newsworthy
 InsighYul
 Help
People
Achieve
 Sense
of
Belonging
 Inspiring
 Solves
a
Problem
 Saves
Time
or
Money
 Resource
 Opinionated

  27. 27. 3.
Content:
Guidelines

  28. 28. Legal
Implica<ons

 Authen<city
 3.
Content:
Boundaries
 Marite2007
 Internal
Par<cipa<on

  29. 29. 4.
Voices

  30. 30. 4.
Voices
 silo
or
shared
 single
or
mul<ple
 organiza<on
 staff,
physicians,
 or
service
line
 
nurses,
pa<ents

  31. 31. 5.
Execu<on
 Content
 
Community
 Smart
Titles
 To
others
on
your
blog
 Target
Keywords
 On
others’
blogs
 Frequency
 Images
 Links
&
Trackbacks
 Length
 Calls
to
AcBon

  32. 32. 6.
ROB
Metrics
 …leading
to
making
decisions
about
your
blog
investments.

  33. 33. 6.
ROB
Metrics
 Engagement
 Influence

 Traffic
 Tags
&
Bookmarks
 Time
Spent
 Inbound
Links
 Comments
#’s/Quality
 Search
OpBmizaBon
 Subscribers
 Other
Feedback
 …leading
to
making
decisions
about
your
blog
investments.

  34. 34. Plan Long-Term Authenticity Their Agenda Social Learn & Repeat
  35. 35. Ques<ons
or
Comments
 Eric
Brody,
President,
Trajectory
LLC
 eb@trajectory4brands.com
 973‐292‐1400
x201
 twi0er.com/ericbrody
 linkedin.com/in/ericrbrody
 blog:
ericbrodysblog.com


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