The document provides an overview of social media, including definitions, tools, corporate success stories, and the future of social media. It discusses key social networks like Twitter, Facebook, YouTube, and LinkedIn. It also outlines Cognizant's point of view on social media and initiatives from top health insurers. The document recommends a strategic approach to social media involving observing, developing, and acting on customer relations, reputation management, and product promotion. It proposes an implementation plan and sample metrics for measuring social media performance.

1. Agenda
Point Of View – Social Media
Basics of Social Media
Corporate Success Stories
Cognizant’s PoV
Top Payers’ Social Media initiatives
Future of Social Media
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2. Complicated Social Media Landscape
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3. Social Media : Definition and Tools
Social network describes a group of people whereas social media are the tools people use. Social network is not new
but the technological tools people using to connect are something new which is called social media.
Network Description User Base Business Applications
Enables its users to send and 200 million  Market Research
read text based posts of up  Posting press release-like announcements which, in some
to 140 characters, known as cases, can supplement traditional news formats
“tweets”  Gather public opinion/mood on topics of general interest
(through hash tags)
Recreational peer-to-peer 845 million  Building fan pages for specific causes, organizations or
social network products
 Sharing recreation oriented campaigns
 Create public forum for consumers to interact with the
organization and with each other
 Supports deployment of external applications/plug-ins
Video sharing website where  4 billion videos are  Posting educational videos and testimonials
users can upload, view and viewed a day  Share videos of new product launches, advertorial
share videos  800 million unique campaigns, POVs, etc
users visit  Simple to use functionality and consumer reach makes this
the go-to media channel for viral video campaigns
Professional peer to peer 135 million  Recruiting talent
networking  Announcing staff news
Personal journal often 180 million blogs and Discussing happenings in an organization (e.g Product launches,
themed on a single subject counting each second executive changes)
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4. Social Media : Corporate Success Stories
Organization Social Networking Activity Impact
Dell In response to dissatisfied customers in the  According to Dell, negative mentions of Dell
blogosphere and reports of exploding batteries, dropped from 50 percent to 23 percent in
Dell Computers launched the Direct2Dell blog to the year after the launch of Direct2Dell
capture customer complaints and IdeaStorm, an  IdeaStorm feeds Dell information on its
online suggestion site. users’ preferences, which assists the
product development process
Starbucks Starbucks launched MyStarbucksIdea.com to  Site visitors submitted 80,000 ideas in 2009;
connect to its loyal coffee drinkers and solicit Starbucks implement 53 of them.
their ideas
Independent Financial LinkedFA.com is a social network for financial  Financial advisors can reach their existing
Advisors advisors that enables them to engage with customers and give on-demand advice and
investors while remaining FINRA-compliant. perspectives.
 LinkedFA.com is also intended to help
financial advisors expand their reach and
increase their customer base
Small Business Owners Foursquare, a location-based social networking  Small business owners can get access to
site and mobile application, allows registered customer data and analytics.
users to connect with friends and update their  Businesses can reach out to and improve
location. Points are awarded for "checking in" at interactivity with customers
venues. Businesses recognize foursquare users
with rewards such as complimentary drinks.
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5. Strategic Approach of using Social Media
Observe Develop Act
Customer
Relations • Your customers and • Content relevant to • Answer questions, respond
your potential your customers to comments about your
customers brand
• Insights, expertise,
Reputation • Industry leaders, become a thought • Start the conversation. Be
Management similar interest groups, leader transparent and add value
news/media
• Links to online promos, • Check replies, answer
• Current and potential insider info on questions, provide info when
Product customers, those upcoming sales, needed
Promotion interested in similar discount codes
products
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6. Recommended Implementation Plan
• What is the objective? Planning & Kick Off
• Environmental Assessment
• Create a forum for Social Media enthusiasts to
discuss possible platforms or strategies to
effectively engage consumers
• Identify the people and shortlist few ideas to Target Audience • Who will be interacting? What will they want
start with and expect?
• Know your target audience, where they are
present ‘online’ and what key behaviors they
engage in
Risks & Policies
• Listen to what they are saying and sharing
• What are potential pitfalls?
• What are the HIPAA related privacy concerns?
• Formulate policies with regard to monitoring
and to protect against security, privacy or
ethics breaches by your employees or Platforms &
customers Branding • What will be your brand message?
• Identify people who will officially represent • Phase 1 : Twitter, Facebook
your organization in social media platform • Phase 2 : Blog, Delicious, Mobile text
messaging, Youtube, Podcasting
Content Development • Promote services and focus on online
reputation management
• Create Social Media topic calendars
• Implementation roadmap
• Decide update frequency • Define criteria for success and identify related
Measure & Review
• Assign content owner for each topic measurement metrics for the same
• Monitor past contents to address any issues • Prepare a dashboard assigning relevant
• How much will this cost? wieghtage
• Calculate Composite Effectiveness Index and
compare the same with Benchmarks
• Take corrective actions and realign your focus to
the appropriate platform

7. Sample Metric Score Card
Week 1 Week 2 Week 3 Week 4
Twitter
# of Twitter Accounts 1 1 2 2
Followers ( running total)
Account 1 277 320 356 423
Account 2 0 0 112 146
Total for all Accounts 277 320 468 569
# change from last week 43 148 101
Facebook
Pages 2 3 3 4
Fans of Fan page 468 523 720 843
Visits 723 876 987 1024
# of Discussions 3 5 7 6
Comments/ Discussions 4 8 16 14
# of Likes / Discussions 4 8 4 3
YouTube
Videos Uploaded 8 13 8 6
Subscribers 157 189 245 320
# of Likes 34 42 62 54
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8. Some Examples
Humorous video showing the unpleasant side effects Facebook campaign to help in quit smoking
of mumps infection-encouraging timely vaccination
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9. Humana leading the Payer pack
 Humana has developed a Consumer Innovation group
headed by Greg Matthews – to focus on using social
media to create consumer interaction
 Facebook page discusses about
 Mobile devices and changing healthcare, also
promoting MyHumana app for Android or iphone
 Sharing video to encourage people to take stairs
instead of elevators
 Sharing many healthy lifestyle videos and articles
inspiring people to stay fit
 Humana’s Freewheelin program
 Bicycle sharing program to promote better health
 Initiative gained tremendous momentum through
the ripple effect of social media-Facebook page,
blogs and twitter.1500 photos shared on Flickr,
more than a dozen Youtube fan videos uploaded
 Outcome : 8 days of rides covering 7500 rides,
41,000 miles ridden, 1.2 million calories burned
 Developed “Town Square”, a social media platform
where each department build their own way to use
social media and they come together to see what
others have shared
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10. UHG’s Social Media Initiative
 OptumHealth, UHG’s subsidiary released OptumizeMe
mobile application to help people create and challenge
each other to fitness competitions,network through
social media sites and create new fitness challenges.
Tracks their progress on challenges and rewards them
with virtual badges as they achieve their goals.
 American Heart Association in partnership with UGH
revamped Walking Paths website
http://www.startwalkingnow.org/ which helps people
 Search for hundreds of walking-path locations via
Google Map GPS technology;
 Create, update and post favorite walking paths;
 Share paths with others or post onto their private
blog pages and social media networks, like
Facebook
 Use an interactive social-networking tool that
enables them to share notes about name, type and
difficulty of walking path
 Upload and share photos of walking paths; and
 integrate walking paths into an online tracker that
documents calories consumed, steps taken and
routes walked
 UHG is also using social media for recruitment purpose
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11. Social Media use in US Providers
Number of % of U.S. providers • More than 700 of the U.S.’ 5,000 providers have a social media and
Beds that Use Social Media social networking presence to enhance their ability to market services
and communicate to stakeholders
6-69 15% • Cancer centers such as MD Anderson are developing communities to
understand how their patients view their care experiences
70-99 21% Promotion &
• Government agencies including the Food and Drug Administration
Communication
(FDA) and the CDC are using social networks to engage the public
100-399 26% during product recalls and in H1N1 flu pandemic preparations
>399 42%
• Two-way online communication helps minimize the costs associated
with paper, telephone calls and other overhead components
• According to a 2010 report by Healthcare Performance Management
(HPM) Institute, a US-based research and education organization, the
Ownership Type % of U.S. providers online communication system helped VA reduce its per-patient
Cost Reduction
that Use Social healthcare costs by 30 percent
Media
Private, nonprofit 30%
• As the healthcare industry requires specialized skills and expert
Investor-owned, 13% knowledge, healthcare providers are moving beyond the traditional
for profit methods to search for workers with the required skill sets
• Mayo Clinic and HCA Group both use Twitter to advertise new
Government, 24%
openings in their providers
federal
Talent Search • Study conducted by AMN heatlhcare revealed that around 20 percent
Government, 13% of the respondents have used at least one social media website for
nonfederal their job search
Source : Thaker,Nowacki,Mehta, Edwards, 201112
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12. Beyond Facebook, Twitter, LinkedIn…….
PatientsLikeMe
• Co founded by 3 MIT engineers
• Gives consumers a way to track disease progress, access disease information
and learn from the real-world experiences of other patients
• 140,000+ patients and 1000+ medical conditions discussed
• Make money by sharing patient’s non PHI related data with their partners
MedHelp
• Claims that there are 12 million monthly visitors
• In addition to being a social network, offers a number of tracking tools for
pain, weight and other chronic conditions
• Offers online medical Expert consultation also
HelloHealth
• Facilitates online communication between patients and physicians
• Earns revenue by providing different membership plans to patients and
practice solutions to healthcare providers
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13. Future of Social Media
Interactive Marketing Spend Forecast (in $ millions)
2011 2012 2013 2014 2015 2016 CAGR
Social Media 1590 2119 2760 3453 4217 4995 26%
Email Marketing 1510 1694 1875 2066 2262 2468 10%
Mobile Marketing 1652 2777 4238 5697 7057 8237 38%
Display Advertising 10949 12860 16085 19783 23919 27600 20%
Search Marketing 18756 21553 24613 27515 30433 33319 12%
Total 34457 41003 49571 58514 67888 76619 17%
Percent of all Ad Spend 19% 21% 25% 29% 32% 35%
Source : Forrester Research Interactive Marketing Forecasts, 2011 To 2016 (US)
 By 2016, advertisers will spend around $77 billion on interactive marketing, Social Media will account for
around $5 billion of the pie
 Healthcare will be one of the leading adopters of Social Media platforms followed by Automotive, Consumer
Products and Financial Services
 In healthcare, Social Media will go beyond advertising and will play a significant role in Care management,
population and patient monitoring, Wellness and will improve speed of innovation
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14. Thank You
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