How to Engage Customers and Manage Perceptions Using a Clear Brand Voice

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Siegel+Gale Managing Director Jason Cieslak co-presented the session: Doing Digital the Right Way – How to Engage Customers and Manage Perceptions Using a Clear Brand Voice. Joined by Patricia Reupke, Director of Consumer Relationship Marketing at Baylor Health Care System, Jason discussed how to create a successful digital strategy that reflects an organization’s brand promise and engages multiple audiences through various platforms.

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  • “Close the loop” of communication with FB visitors: Trivia game drove people to BH.com for the answers and back to FB to comment.Facebook/BH.com synergy
  • DM used QR code;Cards customized by facility
  • 2011 registrations up 74% over previous yearIncrease in registrations across all age ranges:40-49 up 45%50-59 up 48%60-69 up 61%Emails obtained/confirmed with 51% of callers (1,352)444 more captured in FY11 than in FY10Year-over-year internet registration continues to increase (2010 saw a 16% increase over 2009)
  • So how did they hear about IAGT?Direct Mail - Largest driver; Approx 31% of registrations Up 10% over 2010 – resulted in 865 registrations 78% specifically referenced IAGT mailer/post card as how heardIrving - Highest registration 82% from direct mailWaxahachie - Lowest 6.25% registration in this category Friend/Relative - 2nd largest driver14% of all registrations – slight increase 2010Magazine – 3rd largest driver of registrations 80% specifically stated Baylor Health Magazine as how heard
  • Recognize that EVERYTHING is digitalLeverage traditional media in new waysLeverage new media to it’s fullest
  • How to Engage Customers and Manage Perceptions Using a Clear Brand Voice

    1. 1. Doing Digital the Right Way:How to Engage Customers andManage Perceptions Using a ClearBrand VoicePresented to:2011 Engagement Expo
    2. 2. Its not the strongest of the speciesthat survive, nor the most intelligent,but the one most responsive tochange. + Charles Darwin
    3. 3. The situation + Metroplex is among the “We don’t just want one most competitive markets of the best websites in for healthcare the health care + Tired experience out of industry—we want one step with user needs, of the best websites on business requirements the internet.” and brand - Baylor Executive, 2007 + Successful CRM, advertising and organizational shifts + Leadership saw the writing on the wall
    4. 4. Getting from there to here1. Website – Rethink family of public facing sites from the ground up2. Social Marketing – Identify where to be and what to do3. Mobile – Activate the channel
    5. 5. Key insight 1Patients notcustomers!
    6. 6. Key insight 2Focus onthe 80%
    7. 7. Key insight 3Continuity +consistency
    8. 8. Key insight 4Think big,plan in stages
    9. 9. Key insight 5Our brandis our brand nomatter where
    10. 10. The impactSuccess is in the numbers.+ In August ’08, there were approximately 60,000 home page views. September ’08, the month after launch, home page views soared to nearly 160,000 = 166% increase+ Find a Physician page views in September ’08 were less than 2,000. October ’08 they were nearly 14,000 = 600% increase+ Find a Location page views in August ’08 were approximately 2,000. September ’08 they reached nearly 12,000: 500% increase
    11. 11. Website refresh – survey feedback―It’s an excellent webpage I’m a patient at a similar hospital. It’s uniceto see a website that’s easy to navigate.‖ ―I think the website has found a way to provide a huge amount oof information without getting too cluttered or confusing.‖ ―Job well done…covers all the needs someone would need to ffind in a simple, easy to navigate way.‖ ―Information is clearly organized and easy to understand. pPhone numbers, health resources and other pertinent pinformation can be easily located.‖
    12. 12. Getting from there to here1. Website – Rethink family of public facing sites from the ground up2. Social Marketing – Identify where to be and what to do3. Mobile – Activate the channel
    13. 13. An open door to humanity online
    14. 14. No shortage of engagement opportunities
    15. 15. Honing in on Baylor’s key audiences
    16. 16. Key insight 1Not allsocial mediais equal
    17. 17. Key insight 2Wherever yougo, be there withpurpose
    18. 18. Key insight 3It’s aboutengagement,not publishing
    19. 19. Key insight 4It’s a process,not a project
    20. 20. Key insight 5Alwaysconnectthe dots
    21. 21. Getting from there to here1. Website – Rethink family of public facing sites from the ground up2. Social Marketing – Identify where to be and what to do3. Mobile – Activate the channel
    22. 22. A growing eco-system of opportunity
    23. 23. Smartphones are the future
    24. 24. Key insight 1Simplify userinteractions,make toughchoices
    25. 25. Key insight 2Leadwithnavigation
    26. 26. Key insight 3Don’t over writeor over design
    27. 27. Key insight 4Account formultiple phoneplatforms
    28. 28. Key insight 5Mobile ismore thanthe phone
    29. 29. Awesome image/graphicBringing itall together
    30. 30. It all starts at home
    31. 31. Give them somewherecomfortable to land Make it close by
    32. 32. Speak their language, dude
    33. 33. Engage on the go
    34. 34. IAGT Registration soared 3000 2653 Up 74%` 2500 2000 1526 1339 1500 1000 500 0 2011 2010 2009
    35. 35. Web registration rocked! Internet Registration 103312001000 800 480 600 353 400 200 0 2011 2010 2009
    36. 36. IAGT How Heard 3% 2% 4% 9% Direct Mail 2% 31% Magazine 2% Friend/Relative Brochure/Flyer 9% Repeat Customer Internet 5% Hospital 10% Newspaper 9% Television 14% Employee/Volunteer Co Worker/Employer All other
    37. 37. Clear brand =Circle of engagement
    38. 38. The Top 5 Things We Learned+ Ask your audience what they want+ Give your audience what they value+ Make it easy for your audience to engage with you+ Keep it fresh—surprise them when you can+ Remain true to your brand strategy
    39. 39. Thank youJason Cieslak Patricia ReupkeManaging Director Director of Consumer RelationshipMarketingSiegel+Gale Baylor Health Care System10960 Wilshire Boulevard, #400 2001 Bryan Tower, #750Los Angeles, CA 90024 Dallas, TX 75201(310) 312-2212 (214) 820-6830jcieslak@siegelgale.com patricia.reupke@bhcs.com

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