BlogWell Social Media Case Study: Kaiser Permanente, presented by Hilary Weber


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BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice and answer your questions.

To learn more about BlogWell, visit the event site here:

For $200, attendees spend the afternoon hearing case studies from companies like:

* Walmart
* The Home Depot
* Allstate
* H&R Block
* Mayo Clinic
* Sharpie
* Procter & Gamble
* Cisco
* Kaiser Permanente
* US Coast Guard
* Graco
* Intel

Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This is the best opportunity available for anyone looking to get started or improve their corporate social media efforts.

In this presentation, Hilary explores how Kaiser Permante uses blogging to build their brand.

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BlogWell Social Media Case Study: Kaiser Permanente, presented by Hilary Weber

  1. 1. October 28, 2008 © 2008 GasPedal LLC.  You may share this presentation if it is not altered in any way.
  2. 2. BlogWell28, 2008 October Making Your Corporate Blog Work g p g For Your Brand, Not Against It
  3. 3. Overview of Kaiser Permanente • Largest integrated healthcare organization in United States • Currently have nearly 9 million members across the country • Offer both health coverage and health care facilities/clinicians • Largest active electronic medical record system on the planet Brand Positioning: Health Advocacy – proactively helping people to be as healthy as they can be. In other words, we help people to be words
  4. 4. How to Begin with Blogging: Don’t Go It Alone • Network! (Today is a good opportunity!) • Find out who in your industry (or similar industries) is already blogging successfully to support their brand • Reach out to them to find out how they approached it – what worked what didn’t – don’t reinvent the wheel worked, didn t don t • We’re all in this together, in “uncharted territory” – you’ll be surprised how generous your peers will be with you:  Top advice we received: start with a “safe” topic • The best way to g a g y get good resource is to be a good g resource
  5. 5. Think “Best Practices” for Marketing Strategy The f Th foundation of a brand-supporting blog/social d ti f b d ti bl / i l media strategy starts with the basics of any good marketing plan: k ti l  Goals & Objectives  Strategy  Tactics  Metrics: What will wild success look like? Provocative Statement: a corporate blog is simply another marketing/communications tactic when it comes to Brand – treat it as such
  6. 6. Strategy: Start with Research & Best Practices… A great resource: g eat esou ce “Groundswell” by Charlene Li and Josh Bernoff (both the book and the blog,
  7. 7. Then Develop a Data-driven Social Media Strategy Based on custom research, Kaiser Permanente members are more apt to do specific activities online…
  8. 8. Objective: Increase Brand Awareness & Engagement 2008 “Thrive” Brand Awareness Campaign to support the branded message of “Spread Health”:  Personal Health  Environmental Health/Sustainability  Viral “Spreading of Health” with both members & community p g y • Brand Campaign launched August 4th (timed with Olympics) • Major offline/online ad campaign, centered around TV ads, drives to interactive mini-site – Kaiser Permanante’s blog, as well as other interactive components, are integrated i t th b d experience… t i t t d into the brand i
  9. 9. Tactic: as Hub for Interactive Components
  10. 10. Tactic: ’08 Campaign Premieres our First Widget • Launch of our new Burn it off! Fitness Calculator – figure out how to burn off snacks you’ve you ve consumed • User Activity: Collecting • Remember Usability Testing!! T i !!
  11. 11. Kaiser Permanente’s 1st Blog: Origins • Started as an internal “homegrown” enewsletter… • Th a b d d external Then branded t l weekly enewsletter for members… • Natural step to change format to a blog • P i creative t l t & Passion, ti talent self-motivation – all a must! ( (he has a “day j y job” as a Find a True Brand Advocate practicing physician!)
  12. 12. Tactic: Farmers’ Market Recipe Blog: Farmers Blog is doing very well – over 200,000 unique visitors so far; suits activities such as Critiquing/Rating, Collecting & Viewing
  13. 13. Tactic: Healthy Recipe Contest on Blog • Link from to blog which featured a Recipe Contest • User Activity: Creating • Contest rules required recipes with fresh, healthy ingredients – winning recipe gets featured on blog • Results as of Oct. 21: 19 entries 
  14. 14. Tactic: Real-time Polling Feature on Blog • Interactive poll (launched with campaign) asks simple but provocative questions about food, farmers’ markets and cooking: results instantly displayed on blog • User Activity: Critiquing/Rating • Stats as of October 21: 3140 responses 
  15. 15. Tactic: “Sonic Branding” – Add Music to the Mix • Part of branded music initiative, site offers selection of music for healthy lifestyles spiritual lifestyles, healing & peace of mind • Music vendor: Rumblefish • Site also plays music from Thrive TV ad campaigns (e.g. “When I Grow Up by Michelle When Up” Shocked) • User Activity: Collecting
  16. 16. Tactic: Thrive TV Ads in Video on Site Play/view various components of the 2008 Thrive ad campaign:  TV – 3 commercials focusing on key messages  Heartbeat (Healthy Heart)  Bicycle (Go Green)  When I Grow up (Mammograms)  Radio  Print  Billboards and Posters User Activity: Viewing
  17. 17. Additional: Web Content Tied to Campaign • Environmental Health: Our Green Efforts • Quality of our Services, with a focus on:  Breast cancer  Heart health (Why aren’t we blogging about these topics?)
  18. 18. Metrics: Blog Monitoring • Media Relations monitors the blogosphere for references of Kaiser Permanente & reports weekly • R t breaks t iti Report b k out positive, neutrall and negative bl t d ti blog references • So far we’ve met with success in having guest bloggers post we ve on various sites, addressing inaccuracies, etc. • We now have a c oss u c o a Web 2.0 S ee g Co e o a e cross-functional eb 0 Steering Committee ee to take us to the next level – current focus: internal social networking
  19. 19. Metrics: Blog-Related Media Outreach Thrive quot;Spread Healthquot; ads on the blogosphere and on key web sites: • with p p p downloadable soundbites from senior Kaiser Permanente Health & Marketing execs; quot;Community Bikequot; ad -- now downloadable • Other two ads, quot;Heartbeatquot; and quot;When I Grow Upquot; -- p downloadable when they air, viewable now • quot;Share the Breath“ ad, celebrating Hawaii's 50th Anniversary -- downloadable • As of October 19, “Community Bike” ad on YouTube has more than 10,000 views
  20. 20. Metrics: Blog-Related Media Outreach • B k Positive The id has P i i – Th video h a total of 760 views as of O b 19 l f i f October • Positive -- The blog posted here reviewed the ad in a positive light; There was a synopsis of the message being conveyed and detail of the positive points of the KP ad; Points visitors to the Champion Media Web site • The Health Business Blog: Positive -- Review of the ads, posting about the news • Low Carb Market: Positive -- Links to the ads posting about the news ads, • Health Blog: Positive -- Review of the ads; synopsis of the message that is being conveyed • Bikes and the City: Very p y y positive -- You can play the ad on this site, and includes brief information p y from the release. The blogger said, “Kudos to Kaiser's media agent for the best feeling in front of the tube” • Very positive -- You can play the ad on the site. The blogger said, “This is a great commercial by the HMO Kaiser Permanente for the Beijing Olympics. It has a very good theme” theme
  21. 21. Metrics: Blog-Related Media Outreach • Digg: Positive – short posting that included the release’s messages • MyLot: Positive -- Repurposing of The Health Business Blog; Review of the ads; posting about the news; Points visitors to the Champion Media Web site • Cafes & Wineries: Positive/Neutral – short posting about the new ads • HealthLeaders: Neutral – the posting picked up basic facts about the new ads from the Business Journal article • SiloBreaker: Positive -- Reviews of ads, synopsis of message being conveyed • Tribble Agency Blog: the blogger included the entire press release
  22. 22. Next Steps Phase Two of Bigger, Better, More Interactive:  More widgets to follow: daily brain teaser; daily office yoga pose/instruction  Planned future “Suite” of blogs: Exercise as Medicine; Mind/Body/Spirit – proactive, holistic health conversations  More applications for branded music experience  More polls  Oth interactive t l (t be determined) Other i t ti tools (to b d t i d)
  23. 23. Questions? Hilary Weber, Director, Director Internet Marketing Services Kaiser Permanente