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What Health Care can Learn about Social Media from a Grocery Chain

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from Keith Boswell, Director of Social Media Strategy at Meijer

1) What I learned in Health Care
2) What Health Care can Learn from Retail
-- When HIPAA and Retail Collide
-- The power of customer surprise and delights
-- Fostering positive conversations
-- The combined power of partners in your ecosystem
-- Using social media to improve in-store experience and service
-- Training and the power of spreading the word
-- Politicians and Politics (Ambassadors Rule)

Question & Answers.

Published in: Retail
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What Health Care can Learn about Social Media from a Grocery Chain

  1. 1. What Health Care can Learn about Social Media from a Grocery Chain By Keith Boswell Director of Social Strategy – Meijer, Inc. keith.boswell@meijer.com
  2. 2. Agenda • What I learned in Health Care • What Health Care can Learn from Retail • When HIPAA and Retail Collide • The power of customer surprise and delights • Fostering positive conversations • The combined power of partners in your ecosystem • Using social media to improve in-store experience and service • Training and the power of spreading the word • Politicians and Politics (Ambassadors Rule) • Q & A
  3. 3. Bio • 20 years in digital marketing • 3 start-ups • Web design • Digital marketing • Chief Digital Officer consulting • Digital Agencies working with Kaiser, Expedia, Microsoft, Capital One, Dell, HP, Tyco Electronics and more • Dir. of Digital Marketing & Social Media for Kaiser Permanente - 5 years • Dir. of Social Media Strategy for Meijer, Inc. 1 year @keithboswell
  4. 4. What I Learned in Health Care - The Bad • Stagnation by committee • Moving fast and blowback • Big dreams are hard to digest • Coordinating health plans, professional care & facilities takes months/years • Education isn’t enough, people have to learn the hard way • Leadership without context & purpose is wasted time
  5. 5. What I Learned in Health Care -The Good • Start small & create demand • Working face to face creates momentum • Willingness to move cautiously • Speak to every what-if in presentation decks • Get them out of the way and have slides ready, others will use them • 3rd party partners need education, transparency & information • Develop frameworks and playbooks for local adaptation • Everyone won’t work the same • Give them the flexibility to shine • Partnership between Marketing, PR & Comms/Customer Care A MUST
  6. 6. How did it feel? vs.
  7. 7. 24/7 Grocery & Pharmacy Supercenter • Never slows • Bananas turn every 45-60 minutes, everyday • Community Hub, just like a hospital
  8. 8. What was it like moving to Retail? • Promotions & Performance throw quick turning curves • Major Meat Emergencies need their own ER entrance
  9. 9. When HIPAA & Retail Collide • Cake Decoration, Customer Service & Autism • Initiated by a customer, wasn’t driven by Meijer • #1 trending topic on FB for 8 hours • Positive attention from people all over the world • Negative feedback from some in the Autism community
  10. 10. When HIPAA & Retail Collide
  11. 11. What do Customers expect from us? • Customer Service Desk • Operations Support • In-Stock • Fast Checkout • Cleanliness of Facilities • A friend • Sales & Promotions • To hold ourselves to our standards
  12. 12. Surprise & Delights • The power of customer surprise and delights • Liking their Tweets or Posts • Thanking them & engaging in a dialogue • Sending them something out of the blue
  13. 13. Nurturing the Good • Fostering positive conversations • Napoleon on Sandy • Cashier in Ohio • Kids that want to be future employees
  14. 14. Partners Extend Your Reach • The power of partners in your ecosystem • Easter Election Campaign VS.
  15. 15. On Twitter
  16. 16. On Twitter
  17. 17. On Twitter
  18. 18. Campaign Stops
  19. 19. Brand Support
  20. 20. Listening and Reacting • Using social media to improve in-store experience and service • Hi-C EctoCooler • Pilots to speed up in-store resolution based on monitoring • Feedback loop shared regularly with Store & Market leadership
  21. 21. Social Media Bootcamps • Training and the power of spreading the word • Over 100 marketers and internal & external partners have attended • Anywhere from 2 hours to all day • Changed perception of the channels and the teams value
  22. 22. Politics Matter • Being an Ambassador is well received if you’re humble & aggressive • Building bridges outside of your area of focus gets you permission to move • Accelerate your plans by sponsoring others • Plant seeds and watch them grow • Talking about customer care from Day 1 – now it’s staffed • Operations support ideas from the earliest meetings, now being scoped
  23. 23. The only thing holding you back… • Believing a culture can’t be changed • Requires study and a plan • Communication & expectation management are critical • Psychology is 30-50% of what I do depending on the day • Show how you can help others win by supporting you • Get to know people before you recommend an uncomfortable path • Find their triggers – good and bad • Communicate with the soft side
  24. 24. Questions/Comments • Thanks to Lee Aase & The Mayo Clinic Social Network team • Connect with me on LinkedIn https://www.linkedin.com/in/boswellkeith • Send me an email keith.boswell@gmail.com • Twitter @keithboswell

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