BlogWell Bay Area Social Media Case Study: Xerox, presented by Jay Bartlett

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In his BlogWell Bay Area presentation, Xerox's Vice President of Global Social Marketing, Jay Bartlett, explains how the brand is using social to establish Xerox as a credible source of thought leadership and news as the brand embraces a digital market.

He shares how Xerox focused on existing social conversations along with repurposing original content to maximize sharing and amplify their message.

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BlogWell Bay Area Social Media Case Study: Xerox, presented by Jay Bartlett

  1. 1. Jay Bartlett Thought Leadership & Social Marketing This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Bay Area August 6, 2013 socialmedia.org/blogwell
  2. 2. ©2013 Xerox Corporation. All rights reserved. Xerox® and Xerox Design® are trademarks of Xerox Corporation in the United States and/or other countries. Thought Leadership & Social Marketing August 6, 2013
  3. 3. You Know Us, Right?
  4. 4. Xerox Transformed
  5. 5. Focused on Healthcare Working with 700 hospitals, 37 states and the top 20 managed healthcare plans.
  6. 6. Content and Distribution Ecosystem Thought Leadership HealthBiz Decoded Social Executives TEDMED
  7. 7. Content and Distribution Ecosystem Thought Leadership HealthBiz Decoded Social Executives TEDMED
  8. 8. HealthBizDecoded.com • Launched in April • Geared towards healthcare BDMs; administrators and operations • Mix of original and curated content • Relevant 3rd party content discovery
  9. 9. How We’re Executing One piece of content is added each day, shared on social channels and pitched to other media.
  10. 10. HealthBiz Decoded: Trusted Editorial • Topics that are important to the brand • Stories like those in a trade magazine • Thought leadership
  11. 11. Measuring Success: Metrics
  12. 12. Measuring Success: Increased Attention
  13. 13. Measuring Success: Increased Attention
  14. 14. Key Learnings Paid needs to support the strategy Some stories drive clicks… Amplify through interview subjects …others drive social sharing
  15. 15. Key Learnings The power of repurposing: write once, broadcast many.
  16. 16. Key Learnings The power of repurposing: write once, broadcast many.
  17. 17. Key Learnings The power of repurposing: write once, broadcast many.
  18. 18. Content and Distribution Ecosystem Thought Leadership HealthBiz Decoded Social Executives TEDMED
  19. 19. Content and Distribution Ecosystem Thought Leadership HealthBiz Decoded Social Executives TEDMED
  20. 20. Social Engagement: Industry Influencer
  21. 21. Social Engagement: @XeroxHealthcare • 210 New followers • 28 Followers from influencer list • 294 Tweets • 1,236,870 Impressions
  22. 22. Social Engagement: Promoted Tweets • 6 tweets from @XeroxHealthcare • Engagement rates: .81% (timeline), 1.93% (in-search) • Feature article bitly: more than 900 clickthroughs • High number shows the effectiveness of supplementing high-performing organic tweets with paid promotion • Healthbiz Decoded bitly: more than 500 clickthroughs • Impressions: 1,024,752 • Clicks: 8,255 / RTs: 57 / Replies: 13 • New followers: 194
  23. 23. Social Engagement: #SimpleHealth • Nearly 800 mentions of #SimpleHealth • More than tripled goal of influencers using #SimpleHealth
  24. 24. Xerox in Unexpected Places
  25. 25. • Unique Visits: +102% • Visits: +75% • Page Views: +49% HealthBiz Decoded @TEDMED
  26. 26. Content and Distribution Ecosystem Thought Leadership HealthBiz Decoded Social Executives TEDMED
  27. 27. Content and Distribution Ecosystem Thought Leadership HealthBiz Decoded Social Executives TEDMED
  28. 28. Driving Thought Leadership
  29. 29. Driving Thought Leadership In six words, what’s your vision for the future of health?
  30. 30. Influence Gap: Healthcare Innovation 2/1/2013 7/9/2013
  31. 31. Influence Gap: Electronic Health Records 2/1/2013 7/9/2013
  32. 32. Strong Runway Ahead • Integrating more owned assets • Implementing events • Delivering exposure for SME’s • Increased role in government affairs • Advocacy at scale • Increased Revenue
  33. 33. Thank You! Twitter: @jay_bartlett
  34. 34. Learn more about past and upcoming BlogWells socialmedia.org/blogwell This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Bay Area August 6, 2013 socialmedia.org/blogwell

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