Social Done the Right Way

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Social Done the Right Way

  1. 1. Social Done the Right Way:How Baylor Health Care SystemsEngages With Its Audience WhileManaging PerceptionsPresented to:2012 The Conference Board
  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 industry +  Tired website experience —we want one of the out of step with user best websites on the needs, business internet. requirements 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 do
  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. 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 do
  11. 11. An open door to humanity online“We follow our mission“statement and our values from“the top to the bottom. Social“media tools would allow“Baylor to show this–to be“more personal with people in“the community and to“communicate our human“touch manner.”–Stakeholder Interview
  12. 12. Key insight 1Not allsocial mediais equal
  13. 13. Key insight 2Wherever yougo, be there withpurpose
  14. 14. Key insight 3It’s aboutengagement,not publishing
  15. 15. Key insight 4It’s a process,not a project
  16. 16. Key insight 5Alwaysconnectthe dots
  17. 17. 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
  18. 18. Thank you.Thomas MuellerGlobal Director, Customer ExperienceSiegel+Gale625 Avenue of the AmericasNew York, NY 10011tmueller@siegelgale.comTwitter: @tmuellernyc

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