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SocialMedia.org
Video Case Studies

SocialMedia.org
This video is from
Case Studies

BlogWell
San Francisco
June 20, 2011

socialmedia.org/blogwell
This presentation is from

BlogWell
Boston
October 22, 2013
socialmedia.org/blogwell

Laura Kolodjeski
Sanofi US and The DX:
The Diabetes Experience
Sanofi US & The DX: The Diabetes
Experience
Blogwell, October 22, 2013
Laura Kolodjeski, Sr. Community Manager, US Diabetes

| 1
Disclaimer:
The views expressed in this presentation are
those of the presenter and do not necessarily
represent those of Sanofi US

@Diabetes_Sanofi
@lkolodjeski

| 2
The Sanofi US Diabetes team has developed
and operationalized a modern digital content
strategy.
Our strategic assets are put to work to cultivate
and “own” the customer experience.

@Diabetes_Sanofi
@lkolodjeski

| 3
Our Journey

@Diabetes_Sanofi
@lkolodjeski

| 4
Sanofi is rapidly evolving

Treatments

Healthcare Solutions

brand centered

patient centered

@Diabetes_Sanofi
@lkolodjeski

| 5
Our engagement is grounded in this evolution

2010

2011

2012

@Diabetes_Sanofi
@lkolodjeski

| 6
The DX: What We’ve Created

@Diabetes_Sanofi
@lkolodjeski

| 7
What is The DX?

The DX is a hub of conversation
and content, a daily destination where
people whose lives are touched by
diabetes can be informed, inspired,
and empowered

@Diabetes_Sanofi
@lkolodjeski

| 8
Why did we create The DX?
… to offer a place for the community to engage around
life and life with diabetes, not just diabetes
• To take advantage of an opportunity to fill known gaps about life
and life with diabetes

• To create an authentic dialog with those touched by diabetes
• To develop a platform that supports continual listening and
learning
• To embody an agile, iterative approach that affords us a deeper
understanding of life with diabetes

@Diabetes_Sanofi
@lkolodjeski

| 9
How? Through a curated conversation…
The DX aims to curate and create the most soughtafter content, and community resources, from across
the web

@Diabetes_Sanofi
@lkolodjeski

| 10
… focused on life
What type of content will you find on The DX?
Sample Topics

Relationships

Lifestyle

Newlywed, Midlife Dating, Longtime
Relationships, Parents at every stage

Mindfulness, Getting better sleep, Weight
loss, Sex

Life Transitions
Moving, Off to College, Growing Up,
Retirement

Food & Nutrition
Diabetes-Friendlier Italian/Sushi/Asian,
Game day favorites, Gluten-Free,
Sugar A-Z

Fitness
Yoga, Dancing, Beginner’s fitness,
Strength

D-Celebrities & Cultural
Commentary
Ben Vereen, Chaka Kahn, Kurt Andersen

Dear Diabetes
Why does insulin smell like Band-Aids? Is
diabetes different for women?

@Diabetes_Sanofi
@lkolodjeski

| 11
To publish based on insights, we listen…

Search data tells us what
people want to know about

Patient advocates keep us
close to the pulse of the
community

Our writers and editors have
deep expertise and are up-todate on the most popular (or
needed) topics

Online communities help us
keep an ear to the ground
regarding what patients,
caregivers, and healthcare
providers care about
@Diabetes_Sanofi
@lkolodjeski

| 12
… and we ask
Original content is authored by highly-regarded thinkers
and writers in the community
Prominent Bloggers
Moira McCarthy

Registered Dieticians
Hope Warshaw MMSc, RD, CDE

despitediabetes.com

author of Diabetes Meal Planning
Made Easy

Carolyn Ketchum

Jill Weisenberger MS, RD, CDE

All Day I Dream About Food

Journalists
Michele Stanten

author of Diabetes Weight Loss
Week by Week

Tami A. Ross RD, LD, CDE
president, American Association of
Diabetes Educators

certified fitness instructor
and author

Catherine Price
The New York Times, Slate, Popular
Science, and O Magazine

@Diabetes_Sanofi
@lkolodjeski

| 13
What We Have Learned

@Diabetes_Sanofi
@lkolodjeski

| 14
What did we learn?
Listen to the community
Don’t be afraid to push into new territory

Build thoughtfully
Be authentic
Be creative and keep iterating

@Diabetes_Sanofi
@lkolodjeski

| 15
Thank You!
Laura Y. Kolodjeski
laura.kolodjeski@sanofi.com
@lkolodjeski
Sanofi US Diabetes
www.TheDX.com
www.facebook.com/SanofiUSDiabetes
@Diabetes_Sanofi
@Diabetes_Sanofi
@lkolodjeski

| 16
SocialMedia.org
This video is from
Case Studies

BlogWell
San Francisco
June 20, 2011

Learn more about past and
upcoming BlogWells

socialmedia.org/blogwell
This presentation is from

BlogWell
Boston
October 22, 2013
socialmedia.org/blogwell

socialmedia.org/blogwell

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BlogWell Boston Social Media Case Study: Sanofi US, presented by Laura Kolodjeski

  • 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell This presentation is from BlogWell Boston October 22, 2013 socialmedia.org/blogwell Laura Kolodjeski Sanofi US and The DX: The Diabetes Experience
  • 2. Sanofi US & The DX: The Diabetes Experience Blogwell, October 22, 2013 Laura Kolodjeski, Sr. Community Manager, US Diabetes | 1
  • 3. Disclaimer: The views expressed in this presentation are those of the presenter and do not necessarily represent those of Sanofi US @Diabetes_Sanofi @lkolodjeski | 2
  • 4. The Sanofi US Diabetes team has developed and operationalized a modern digital content strategy. Our strategic assets are put to work to cultivate and “own” the customer experience. @Diabetes_Sanofi @lkolodjeski | 3
  • 6. Sanofi is rapidly evolving Treatments Healthcare Solutions brand centered patient centered @Diabetes_Sanofi @lkolodjeski | 5
  • 7. Our engagement is grounded in this evolution 2010 2011 2012 @Diabetes_Sanofi @lkolodjeski | 6
  • 8. The DX: What We’ve Created @Diabetes_Sanofi @lkolodjeski | 7
  • 9. What is The DX? The DX is a hub of conversation and content, a daily destination where people whose lives are touched by diabetes can be informed, inspired, and empowered @Diabetes_Sanofi @lkolodjeski | 8
  • 10. Why did we create The DX? … to offer a place for the community to engage around life and life with diabetes, not just diabetes • To take advantage of an opportunity to fill known gaps about life and life with diabetes • To create an authentic dialog with those touched by diabetes • To develop a platform that supports continual listening and learning • To embody an agile, iterative approach that affords us a deeper understanding of life with diabetes @Diabetes_Sanofi @lkolodjeski | 9
  • 11. How? Through a curated conversation… The DX aims to curate and create the most soughtafter content, and community resources, from across the web @Diabetes_Sanofi @lkolodjeski | 10
  • 12. … focused on life What type of content will you find on The DX? Sample Topics Relationships Lifestyle Newlywed, Midlife Dating, Longtime Relationships, Parents at every stage Mindfulness, Getting better sleep, Weight loss, Sex Life Transitions Moving, Off to College, Growing Up, Retirement Food & Nutrition Diabetes-Friendlier Italian/Sushi/Asian, Game day favorites, Gluten-Free, Sugar A-Z Fitness Yoga, Dancing, Beginner’s fitness, Strength D-Celebrities & Cultural Commentary Ben Vereen, Chaka Kahn, Kurt Andersen Dear Diabetes Why does insulin smell like Band-Aids? Is diabetes different for women? @Diabetes_Sanofi @lkolodjeski | 11
  • 13. To publish based on insights, we listen… Search data tells us what people want to know about Patient advocates keep us close to the pulse of the community Our writers and editors have deep expertise and are up-todate on the most popular (or needed) topics Online communities help us keep an ear to the ground regarding what patients, caregivers, and healthcare providers care about @Diabetes_Sanofi @lkolodjeski | 12
  • 14. … and we ask Original content is authored by highly-regarded thinkers and writers in the community Prominent Bloggers Moira McCarthy Registered Dieticians Hope Warshaw MMSc, RD, CDE despitediabetes.com author of Diabetes Meal Planning Made Easy Carolyn Ketchum Jill Weisenberger MS, RD, CDE All Day I Dream About Food Journalists Michele Stanten author of Diabetes Weight Loss Week by Week Tami A. Ross RD, LD, CDE president, American Association of Diabetes Educators certified fitness instructor and author Catherine Price The New York Times, Slate, Popular Science, and O Magazine @Diabetes_Sanofi @lkolodjeski | 13
  • 15. What We Have Learned @Diabetes_Sanofi @lkolodjeski | 14
  • 16. What did we learn? Listen to the community Don’t be afraid to push into new territory Build thoughtfully Be authentic Be creative and keep iterating @Diabetes_Sanofi @lkolodjeski | 15
  • 17. Thank You! Laura Y. Kolodjeski laura.kolodjeski@sanofi.com @lkolodjeski Sanofi US Diabetes www.TheDX.com www.facebook.com/SanofiUSDiabetes @Diabetes_Sanofi @Diabetes_Sanofi @lkolodjeski | 16
  • 18. SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 Learn more about past and upcoming BlogWells socialmedia.org/blogwell This presentation is from BlogWell Boston October 22, 2013 socialmedia.org/blogwell socialmedia.org/blogwell