Healthcare organizations are increasingly using social media for customer service, community outreach, patient education, and crisis communications. Social media allows two-way conversations between organizations and consumers. While social media requires a different approach than traditional media, it can generate revenue opportunities and build brands if done strategically through engagement and conversations rather than one-way broadcasting. The presentation outlined Berry Network's social media services and programs to help organizations develop a strategic social media presence.
Social Change: Social Media's role in BusinessMichael Murray
This is a presentation on using change management best practices to encourage social media adoption within organizations. It begins with a "Social Media 101" section, then explains Enterprise 2.0 as the 'other' social media. The presentation then presents change management as a vehicle for encouraging social media adoption. Finally a case study and basic social media strategies provide readers with some tangible suggestions for how to get started.
This is a presentation given in Atlanta to a group of Chief Marketing Officers and Vice Presidents of Marketing that provided an overview of today's public relations landscape and the role that digital communications plays in it today. As we've seen, the social and digital media landscape has changed the way that organizations communicate, engage and gather their information. Take a look and provide your thoughts or even share some of your best practices!
What is social media all about? How can caregivers get involved in the latest web 2.0 trend?
Social Media caregivers was created to answer these questions. This presentation discusses how Web 2.0 has changed communication and how sites like Twitter, Facebook and YouTube are helping create caregiver communities.
2011 Event Marketing Summit B2B Social Media WorkshopEric Schwartzman
Conducted by Eric Schwartzman (@ericschwartzman) B-to-B SOCIAL MEDIA BOOT CAMP - Hey b-to-b event marketers, we’re created a boot camp just for you (See? That’s love.) B-to-B brands are applying social media to connect with customers, channel partners and suppliers. Eric Schwartzman, bestselling author of “Social Marketing to the Business Customer,” shows you how they’re doing it and how you can, too. Learn how to use blogs, podcasts and social networks to build your b-to-b brand and business. B-to-b event marketing attendees will learn:
How to build a social media blueprint
How to leverage social media networks and blogs
How to monitor and measure social media
What new trends you need to be aware of right now
Pitfalls to avoid and tips for success
Social Change: Social Media's role in BusinessMichael Murray
This is a presentation on using change management best practices to encourage social media adoption within organizations. It begins with a "Social Media 101" section, then explains Enterprise 2.0 as the 'other' social media. The presentation then presents change management as a vehicle for encouraging social media adoption. Finally a case study and basic social media strategies provide readers with some tangible suggestions for how to get started.
This is a presentation given in Atlanta to a group of Chief Marketing Officers and Vice Presidents of Marketing that provided an overview of today's public relations landscape and the role that digital communications plays in it today. As we've seen, the social and digital media landscape has changed the way that organizations communicate, engage and gather their information. Take a look and provide your thoughts or even share some of your best practices!
What is social media all about? How can caregivers get involved in the latest web 2.0 trend?
Social Media caregivers was created to answer these questions. This presentation discusses how Web 2.0 has changed communication and how sites like Twitter, Facebook and YouTube are helping create caregiver communities.
2011 Event Marketing Summit B2B Social Media WorkshopEric Schwartzman
Conducted by Eric Schwartzman (@ericschwartzman) B-to-B SOCIAL MEDIA BOOT CAMP - Hey b-to-b event marketers, we’re created a boot camp just for you (See? That’s love.) B-to-B brands are applying social media to connect with customers, channel partners and suppliers. Eric Schwartzman, bestselling author of “Social Marketing to the Business Customer,” shows you how they’re doing it and how you can, too. Learn how to use blogs, podcasts and social networks to build your b-to-b brand and business. B-to-b event marketing attendees will learn:
How to build a social media blueprint
How to leverage social media networks and blogs
How to monitor and measure social media
What new trends you need to be aware of right now
Pitfalls to avoid and tips for success
JCI London presents IBM Social Media Business (June 2012)
Creating and capturing value through Social Media - a corporate and large organisation perspective
Conférence - Université Internationale du Multimédia - connecting people to b...Erwan Le Nagard
Présentation effectuée dans le cadre de l'UIM (Université Internationale du Multimédia). Quelle relation existe entre la dimension sociale et technique du lien dans les imaginaires d’Internet. En effet, la notion de lien est probablement la clé de voûte de toute réflexion lorsque l’on est professionnel du web. Du point de vue technique, le lien est l’élément unitaire de la performance et de la visibilité (SEO) et du point de vue social, le lien est la base relationnelle du marketing communautaire (SMO). La mise à disposition d’APIs par les principaux médias sociaux permet ainsi aux marques d’accéder aux informations partagées par les internautes pour en tirer partie et créer de la valeur, avec pour imaginaire sous-tendu la contraction de la distance sociale et l’interconnexion des systèmes comme si « des cerveaux se connectaient à d’autres cerveaux ».
IBM is moving itself and its clients well beyond Social Media into a new era of collaboration, insight sharing, and lead generation it calls Social Business. One of the notions behind becoming a Social Business is that your employees should be front and centre in your digital activities. Since IBM no longer sells consumer products the brand experience for IBM is an experience with an IBMer. An experience that is increasingly happening online.
Ketchum Pleon was asked to support the change program that radically transforms how IBMers sell their products: ‘From Social Media to Social Business’. To bridge communications and sales enablement Ketchum Pleon:
1. Developed a suite of communications trainings that combine sales enablement, social media, presentation skills and personal branding;
2. Helped build an active pool of 100+ trained professionals;
3. Identify and coached front runners to jumpstart the program;
4. Co-developed Social Business content with IBM industry leaders.
A case presented by Ronald Velten and Andrada Morar @ Social Media In Praktijk, Maarssen, 27th Otober 2011
An overview of social media for the Eugene Chamber's Women Business Leaders group - including how to maximize your reach on the social Web by partnering with Citizen Marketers.
Keynote Case Study: Bridging the Functional Gap with Social Media at Harvard Business School
Presented by: Brian Kenny, Chief Marketing and Communications Officer, Harvard Business School
Silos are all too common in large complex organizations and Harvard Business School is no exception. So what can social media do to help knock down those artificial divides? How can tools that are designed to engage customers and provide external visibility improve internal communications and processes? As it turns out – employees are social too and social media has made it fun to connect across the functions. Brian will talk about how HBS has organized around social media platforms like Linked-in, Facebook and Twitter both to engage external audiences and to improve sales and customer service across the enterprise. Brian will also share Harvard Business School cases that demonstrate examples of how major organizations are integrating social throughout the enterprise.
www.bdionline.com
Social Media Week Beirut is a real world's manifestation of some of the best that new technology has to offer – ideas, strategies and insights shared by the people who are shaping the future.
Yesterday was a Microsite. Facebook is Today. What will Tomorrow Be?Ripple6, Inc.
For some time, microsites acted as a core component of many marketing campaigns. They provided fast, shorter-term focal points to introduce new lines or new promotions. But not so much anymore. The inability to scale individual microsites or connect them in your marketing efforts pushed them away from the forefront. Today's quickly evolving landscape offers many solutions for listening, engaging, and interacting with consumers, creating relationships in social networks. But how can you translate those efforts into a comprehensive strategy, with the right tools and technology to scale your efforts long term?
In this webinar, you'll learn how to quickly deploy a more engaging and scalable microsite model that can both connect and scale your social marketing. You'll get answers to the following questions:
• How can you scale your social media strategy across the Internet?
• How do you put user generated content to work for you?
• How do you find advocates and then unlock their value in more places than one?
The intention of this presentation is to summarize our team’s findings after initial research in the Social Media Marketing space. We relied heavily on sources including: eMarketer, Altimeter Group, Forrester, and Marketing Sherpa. At the rate the space is moving, this presentation should be considered old news as of noon today. Also, I apologize in advance for my mediocre PPT artwork skills.
This presentation outlines a powerful solution for tapping into social media and exploiting this channel for the benefit of your hotel
As most agree, Social Media allows hotels to establish a relationship with customers unlike any other media. It opens the door for hotels to establish a one-on-one relationship with travelers where hotels are getting regular feedback on how their customers are reacting to their marketing messages, customer service, and hotel stay experience.
JCI London presents IBM Social Media Business (June 2012)
Creating and capturing value through Social Media - a corporate and large organisation perspective
Conférence - Université Internationale du Multimédia - connecting people to b...Erwan Le Nagard
Présentation effectuée dans le cadre de l'UIM (Université Internationale du Multimédia). Quelle relation existe entre la dimension sociale et technique du lien dans les imaginaires d’Internet. En effet, la notion de lien est probablement la clé de voûte de toute réflexion lorsque l’on est professionnel du web. Du point de vue technique, le lien est l’élément unitaire de la performance et de la visibilité (SEO) et du point de vue social, le lien est la base relationnelle du marketing communautaire (SMO). La mise à disposition d’APIs par les principaux médias sociaux permet ainsi aux marques d’accéder aux informations partagées par les internautes pour en tirer partie et créer de la valeur, avec pour imaginaire sous-tendu la contraction de la distance sociale et l’interconnexion des systèmes comme si « des cerveaux se connectaient à d’autres cerveaux ».
IBM is moving itself and its clients well beyond Social Media into a new era of collaboration, insight sharing, and lead generation it calls Social Business. One of the notions behind becoming a Social Business is that your employees should be front and centre in your digital activities. Since IBM no longer sells consumer products the brand experience for IBM is an experience with an IBMer. An experience that is increasingly happening online.
Ketchum Pleon was asked to support the change program that radically transforms how IBMers sell their products: ‘From Social Media to Social Business’. To bridge communications and sales enablement Ketchum Pleon:
1. Developed a suite of communications trainings that combine sales enablement, social media, presentation skills and personal branding;
2. Helped build an active pool of 100+ trained professionals;
3. Identify and coached front runners to jumpstart the program;
4. Co-developed Social Business content with IBM industry leaders.
A case presented by Ronald Velten and Andrada Morar @ Social Media In Praktijk, Maarssen, 27th Otober 2011
An overview of social media for the Eugene Chamber's Women Business Leaders group - including how to maximize your reach on the social Web by partnering with Citizen Marketers.
Keynote Case Study: Bridging the Functional Gap with Social Media at Harvard Business School
Presented by: Brian Kenny, Chief Marketing and Communications Officer, Harvard Business School
Silos are all too common in large complex organizations and Harvard Business School is no exception. So what can social media do to help knock down those artificial divides? How can tools that are designed to engage customers and provide external visibility improve internal communications and processes? As it turns out – employees are social too and social media has made it fun to connect across the functions. Brian will talk about how HBS has organized around social media platforms like Linked-in, Facebook and Twitter both to engage external audiences and to improve sales and customer service across the enterprise. Brian will also share Harvard Business School cases that demonstrate examples of how major organizations are integrating social throughout the enterprise.
www.bdionline.com
Social Media Week Beirut is a real world's manifestation of some of the best that new technology has to offer – ideas, strategies and insights shared by the people who are shaping the future.
Yesterday was a Microsite. Facebook is Today. What will Tomorrow Be?Ripple6, Inc.
For some time, microsites acted as a core component of many marketing campaigns. They provided fast, shorter-term focal points to introduce new lines or new promotions. But not so much anymore. The inability to scale individual microsites or connect them in your marketing efforts pushed them away from the forefront. Today's quickly evolving landscape offers many solutions for listening, engaging, and interacting with consumers, creating relationships in social networks. But how can you translate those efforts into a comprehensive strategy, with the right tools and technology to scale your efforts long term?
In this webinar, you'll learn how to quickly deploy a more engaging and scalable microsite model that can both connect and scale your social marketing. You'll get answers to the following questions:
• How can you scale your social media strategy across the Internet?
• How do you put user generated content to work for you?
• How do you find advocates and then unlock their value in more places than one?
The intention of this presentation is to summarize our team’s findings after initial research in the Social Media Marketing space. We relied heavily on sources including: eMarketer, Altimeter Group, Forrester, and Marketing Sherpa. At the rate the space is moving, this presentation should be considered old news as of noon today. Also, I apologize in advance for my mediocre PPT artwork skills.
This presentation outlines a powerful solution for tapping into social media and exploiting this channel for the benefit of your hotel
As most agree, Social Media allows hotels to establish a relationship with customers unlike any other media. It opens the door for hotels to establish a one-on-one relationship with travelers where hotels are getting regular feedback on how their customers are reacting to their marketing messages, customer service, and hotel stay experience.
Learn more about Automotive Digital Marketing at the most popular professional network for car dealers and interactive marketers working in the auto industry at http://www.automotivedigitalmarketing.com/
Navigating Social Media in the Automotive IndustryDMEautomotive
A helpful whitepaper by DMEautomotive, aimed at providing a brief description of social media, its importance and insights on how dealerships can integrate social media into their marketing strategies.
A helpful whitepaper aimed at providing a brief description of social media, its importance and insights on how dealerships can integrate social media into their marketing strategies.
Learn more about Automotive Digital Marketing at the most popular professional network for car dealers and interactive marketers working in the auto industry at http://www.automotivedigitalmarketing.com/
Reaching New Audiences - Connecting to Your Audience OnlineJonathan Coffman
This is a presentation given to CapitolBeat attendees, members of the Association of Capitol Reporters and Editors in Raleigh, NC in November 2008. It covers parts of my social media 101 teachings with a small amount of strategy tips for more advanced users.
Social media, emerging platforms and online advertisingMarketingatBahrain
Boye Balogun - Regional Director, Head of Digital MENA; Mindshare presented Social Media, Emerging Platforms And Online Advertising at Social Media Masters Forum 2012 in Bahrain. www.socialmediamasters.me
A presentation of survey results that Grant Thornton, LLP has done on Social Media plus a discussion on Social Analytics and improving Profitability using Social Media.
Media Trendy 2012 Bernhard Glock - What Inspires Me Most Today After Having L...Media Trendy
Main issues: The secret to effective communication. Understanding the new consumer media behavior at the start of the media process. Creativity becomes core work of media agencies. Truly integrated communication cuts through all lines. The new emerging media trends and companies become the new players in media. My 8 key learnings how to win in media in the future.
With new social technologies arriving on the scene every day, it's easy to get overwhelmed. This presentation provides step-by-step guidelines to help simplify your social media strategy.
For more information, please contact info@hawkpartners.com
How to Sell Social Media to the C Suite _ Shashi BellamkondaShashi Bellamkonda
TOPIC AT NOV. 15 CAPITAL COMMUNICATOR & MDB COMMUNICATIONS LUNCHEON
Shashi Bellamkonda, Network Solutions’ Social Media Swami, presented a luncheon session, Tuesday, Nov. 15, on selling social media to your organization.How to convince your boss and others that it is in your organization’s best interest to use social media to reach communications and marketing objectives.
“Many questions come up when social media marketing is mentioned, especially when it comes to getting approval and buy in from the rest of the organization - like legal and service,” said Bellamkonda. “At this session we will work to answer some of these questions, including measurable impact and return on investment.”
The session, was held at MDB Communications in Washington, DC provided actionable steps for convincing managers of the value of using social media.How to become an internal champion, finding creative ways to recruit internal supporters (including lawyers), and ways to gather and present compelling reasons for social media engagement, as well as a social media rollout plan.
Similar to Building a Social-Ready Enterprise for Healthcare (20)
2. Welcome!
Alan See Mark Williams
Vice President of Marketing Senior Media Strategist – VHA Team
Berry Network, Inc. Berry Network, Inc.
@AlanSee … Twitter @B2BTwiter … Twitter
2
3. Agenda
• What is social media … and why
should I care?
• How are healthcare organizations
using Social Media?
• Can I use social media to generate
revenue opportunities and advance
our brand?
• A strategic approach to social media.
• Berry Network social media programs
for consideration.
3
4. What is social media …
and why should I care?
Social media represents “conversational currency” and
it’s growing “3X faster” than anything else on the
internet.
BTW, did we mention that many of your peers are
already there?
4
5. Marketing Landscape
Media Fragmentation: The Customer is in Control
1968 1988 2008
1 Newspapers 1 Newspapers 1 Newspapers
2 Broadcast TV 2 Broadcast TV 2 Broadcast TV
3 Magazines 3 Magazines 3 Magazines
4 Broadcast Radio 4 Broadcast Radio 4 Broadcast Radio
5 Direct Mail 5 Direct Mail 5 Direct Mail
6 Cable TV 6 Cable TV
7 Satellite TV
8 IPTV
9 Internet
10 Satellite Radio
Customer’s are rejecting 11 Blogs
obsolete interruptive 12 Online Video
13 Mobile Internet
advertising and moving to 14 Mobile Games
15 Mobile Video
interactive engagement 16 Text Messaging
17 Instant Messaging
marketing. 18 Download Movies
19 Podcasts
20 Social Networks
5
6. What is social media?
The voice of the consumer is “conversational currency”
• Social media sites are
places online where
consumers gather to
find like minds and
share interests.
• Organizations can
leverage these mass
interests by creating
communities and
conversations for
expanding brand
awareness and
generating sales
leads.
6
7. What is social media?
Social media building blocks
• Social News / Bookmark / Aggregators
• Social Networks
• User-Generated Content
7
8. Why should I care?
Rapid growth … at 34% CAGR social media outpaces all other interactive marketing spend
88% of marketers surveyed are using
social media to market their business … It’s where the consumer
can be found …
• More than 74% of the
U.S. population is
engaged in using social
media
• 1 out of every 6
minutes spent on the
internet is on a social
network
• Social media is
growing 3X faster than
anything else on the
internet
Source: Social Media Marketing Industry Report, March 2009
8
9. Why should I care?
Where do buyers and influencers get information about your product or service?
Social Media sites have surpassed company
Web sites as sources of information …
9
11. Are healthcare organizations using social media?
Yes … for many different reasons
• Customer Service
Contact point for our customers, catch problems early.
• Community Outreach
The people in our physical community are on these sites.
• Patient Education
Natural extension of efforts to reach & teach.
• Public Relations
The media is there looking for stories & sources.
• Crisis Communications
Take control of the message, and keep community
updated in real-time.
11
12. Are healthcare organizations using social media?
U.S. Hospitals Social Networking accounts
U.S. Hospitals:
Twitter
YouTube
Facebook
Blogs
Source: Ed Bennett, University of Maryland Medical System
12
14. Healthcare applications
Social networking at other hospitals
Sutter Eden Medical
Engages the local community about
hospital building plans with this blog
and a Twitter feed.
Henry Ford Health
Educates patients and consumers
with a series of live surgical Twitter-
casts and Q & A with surgeons.
Estimated 500 followers in real-time.
MD Anderson Cancer Center
Uses Twitter, Facebook and YouTube to
promote use of Referring Physician
Portal. Saw a 9% increase in registrations.
14
15. Healthcare applications
Social networking at other hospitals
Scripps Health
Monitors Social
Networks for the
Scripps name and
steps in to help &
resolve problems
15
16. Healthcare Applications
Best Practices of Social Networking at Other Hospitals
Mayo Clinic
"Sharing" blog is hub
for Facebook, YouTube
and Twitter. Employees
are seen as brand
ambassadors.
16
17. Healthcare Applications
Best Practices of Social Networking at Other Hospitals
Innovis Health
Used a Blog and Twitter during
recent floods.
Created the blog and had first
update posted in one hour
Decreased Media demands &
freed phone lines during the
emergency
Took control of their message
17
18. Can I use social media to
generate revenue opportunities
and build our brand?
Yes, you can do both … but you must be careful.
18
19. Social Media – Polling Question #1
Our social media strategy can be described as
follows:
Record single response.
Enter corresponding number
We haven't addressed social media related to corporate strategy on 0
either a formal or informal basis.
We have informal policies concerning the use of social media but little is 1
written and it is not strategic in nature.
Our social media strategy document is in the form of "rules and conduct" 2
- mostly related to blogging, but is not strategic in nature.
We have a formal social media strategy document that clearly supports 3
our corporate mission and goals.
19
20. Social Media Can Generate Leads and Build Your Brand
But … It requires a different media mindset
Traditional Media Social Media
• Brand in control • Audience in control
• One way / Broadcasting • Two way / Conversing
• Repeating the message • Adapting the message
• Focused on the brand • Focused on the audience / Adding value
• Educating • Influencing and involving
• Company creates content • User created content / Co-creation
Consumer Listening Consumer Talking
Broadcasting Conversation (Social-Ready)
• Advertising • Social Networks
Brands • Your Website • Brand Blogs or Twitter
Talking • Social Media Presence • Online Forums
• Focus Groups
• Online Communities
Brands No Interaction Listening
Listening • Blog Rolls
• Twitter Feeds
• Brand Monitoring
20
21. Social Media Activity Produces Real Results
Deep Customer Engagement Correlates to Financial Performance
21
22. Social Media Activity Produces Real Results
Deep Customer Engagement Correlates to Financial Performance
1. Mavens
2. Butterflies
3. Selectives
4. Wallflowers
22
24. Social Media – Polling Question #2
How knowledgeable and/or comfortable is your
organization with the various social media platforms?
Record single response.
Enter corresponding number
Not familiar with social media at all. 0
We've been reading about it, watching a few webinars and exploring a couple
of sites, but haven't jumped in. 1
We have a presence on a few social media sites but don't use productivity
tools such as TweetDeck and have not established any communities.
2
We use many social media platforms, communities and applications. 3
24
25. A Strategic Approach
Strategy – Technology – Processes … bring your social media strategy to life
Berry Network
Social-Ready Assessment Tool
25
26. Social-Ready Marketing Score
Does your score align with your marketing goals and objectives?
The Community Builder
The Conversationalist
The Listener
The Broadcaster
26
28. Social Media Services
Berry Network offers social media services that will help you
connect with and engage your customers
Social Media deliverables include:
Building a Social-Ready Enterprise
• Social Media Consulting Services
– Berry Network Social-Ready Assessment: a high-level evaluation
tool designed to help organizations bring focus to their social
media marketing strategy.
– Custom consulting: we work with you to build a comprehensive
social marketing program tailored for your organization. Strategy,
technology and processes are all considered in ordered to focus
on social media applications, tool sets, policies and procedures
that will deliver high-impact results.
• Twitter Page Deployment Program
– Protect, support and grow your brand equity by helping your
associate organizations (agents / dealers / franchises) connect
with consumers at the local level through custom branded Twitter
pages for each associate.
• Pay-Per-Tweet Programs
– Too busy to Tweet? Twitter program designed to drive brand
awareness and local leads based on your key headings.
28
29. VHA Social Media launch
Success metric is increased traffic (plus establishing your brand in social media)
VHA Member Corporate Twitter page
VHA Member Website
Additional social media properties?
29
30. VHA member “Pay-per-Tweet” component
Optional lead generation program
VHA member Website VHA member “HealthCare” related page (example)
30
31. Other useful Social Networking site for healthcare
Hospital Social Network Sites http://ebennett.org/hsnl/
MedHelp http://www.medhelp.org
The Healthcare Blog http://www.thehealthcareblog.com/the_health_care_blog/
PatientsLikeMe.com http://www.patientslikeme.com/
PsychCentral.com http://psychcentral.com/blog/
FacetoFaceHealth.com http://facetofacehealth.com
Consumer Checkbook http://www.checkbook.org/patientcentral
The Caring Bridge http://www.caringbridge.org/
VideoMD Blog http://www.videomdblog.blogspot.com/
Bipolar Disorder http://bipolar-disordersymptoms.blogspot.com/
Fat Loss Diet Blog http://www.hyperfatloss.com/
BrainBlogger http://www.brainblogger.com
Prostate Cancer InfoLink http://prostatecancerinfolink.net/
The Geriatric Patient http://www.thegeriatricpatient.com/
CarePages http://www.carepages.com/
31
32. Berry Network = More Leads and More Engagement
Social Media = Client Engagement
Traditional Print Search sites such as Direct Mail
IYP’s Such as YELLOWPAGES.COM, Mobile
Directories Google, Yahoo! Bing,
YP.COM, Yahoo! Google Maps,
MSN, and Ask.com
Yahoo! Local, many others
LEADS from
LEADS from
LEADS from your visiting your LEADS from your LEADS from your LEADS from your
clicking to your
display ads and website after Internet Yellow SEM and local targeted mailings
website from your
in-column listings referencing a Pages listings landing pages with special offers
mobile listings
directory
32