gelb consulting webinar - moving at the speed of social
DESCRIPTION
Just when you think you’ve mastered social media… along comes UGC, the “visual web” and SnapChat. We explore practical tips on how to adapt 6 key social media trends.TRANSCRIPT
Moving at theSpeed of Social
6 Innovative Ideas to
Get You Moving at
Housekeeping
Audio is available through your computer speakers or through dial-in. All lines are muted.
You can submit questions/comments at any time. We will address all questions during the Q&A session at the end of today’s presentation.
Links to the slides and recording will be made available and sent to all attendees via e-mail.
About Us
We work with nationally-recognized Institutions:• 5 “Honor Roll” institutions• 5 out of the top 10 cancer programs• 3 out of the top 4 pediatric hospitals• 3 out of the top 10 cardiovascular programs
National Benchmarking Studies:• Patient experience management• Marketing practices• Physician relations programs• International programs
Ranked as one of top 35 Healthcare Consulting firms by Modern Healthcare
To Get You Movingat the Speed of Social
6 Innovative Ideas
Agenda
Brand BuildingUsing the visual web to reinforce your Brand
Maximizing Earned MediaGrowing awareness through earned media
Lurk Less, Engage MoreUsing UGC to engage your community
Stand Out in the CrowdUsing competitive Share of Voice to inform your social strategy
Customer Service on Social ChannelsUsing social media to provide customer service
Measuring Impact of SocialSelecting measures and metrics that matter
1
2
3
4
5
6
Using the visual web to
reinforce your Brand
Brand Building
Telling the story of your Brand
Translate Brand Attributes into Visual Elements
Consistent Message
Showcase Your Brand Personality
Provide a “Backstage Tour”
Telling the story of your Brand
Translate Brand Attributes into Visual Elements
Saturation
Value
Intensity
Energy
Perspective
Tiffany & Co. versus Red Bull
Telling the story of your Brand
Consistent Message
Consistent use of #justdoit
Telling the story of your Brand
Showcase Your Brand Personality Prestige
Surprise
Fun
Telling the story of your Brand
Showcase Your Brand Personality Inside Look
Lifestyle
Patient Focus
Provide a “Backstage Tour”
Prepare Patients
Day in the Life
OurExperience
OvercomePerceptions!
Telling the story of your Brand
Growing Awareness
through Earned Media
Maximizing
Earned Media
Growing Awareness through
Earned Media
Paid – Owned - Earned [& Shared] Create Social Profiles Cross-Network Pollination
Growing Awareness through
Earned Media
Paid – Owned - Earned [& Shared]
You Have Influence
Growing Awareness through
Earned Media
Paid – Owned - Earned [& Shared]
It’s Not Just What You Say…
…It’s What You Do
Growing Awareness through
Earned Media
Create Social Profiles
Action Desired versus actual
actions taken
Acquisition How customers
and leads find you
Participation User generated content &
social sharing
Ability to encourage desired passive and active engagement
with digital touchpoints.
Ability to generate awareness,
increase demand and drive leads
and customers and prospects to
website.
Ability to facilitate leads and customer participation in content
development and conversation.
CONSIDERATION & CONVERSION
BRAND BUILDING ADVOCACY
How Do We Want to Engage?
Growing Awareness through
Earned Media
Cross-Network Pollination
• Feature on Facebook• Tweet about it on Twitter• Google+• Pin Your Posts• Tumblr
Using UGC to
Engage Your Community
Lurk Less;
Engage More
Using UGC to Engage Your Community
AnEverydayHero
Make Your Customers
Physician Selfie…Promoting
Physicians’ Social Presence?
Using UGC to Engage Your Community
Don’t forget-Offer a sneak peek to followers!
Applications in Healthcare…
6 second “LifeHacks”
Using Share of Voice to
Inform Your Social Strategy
Stand Out in
the Crowd
Using Share of Voice to
Inform Your Social Strategy
Listen for Brand Mentions:For Your Brand& Your Competitors
Online News
Blogs
Online News
Blogs
Online News
Blogs
TwitterBlogs Twitter
EARNED
OWNED
Competitor 1
Competitor 2
Competitor 3
Competitor 1 Competitor 2 Competitor 3
Using Social Media to
Provide Customer Service
Customer Service
on Social Channels
Using Social Media to Provide
Customer Service
Are You Meeting Customer Expectations?
Using Social Media to Provide
Customer Service
• Listen at Key Touchpoints• Capture, Categorize and Prioritize• Respond & Escalate (if needed)• Integrate with CRM• ANALYZE & IMPROVE
Think Bigger than Issue Resolution
Selecting Measures and
Metrics That Matter
Measuring the
Impact of Social
Action Desired versus actual
actions taken
Acquisition How customers
and leads find you
Participation User generated content &
social sharing
Ability to encourage desired passive and active engagement
with digital touchpoints.
Ability to generate awareness,
increase demand and drive leads
and customers and prospects to
website.
Ability to facilitate leads and customer participation in content
development and conversation.
CONSIDERATION & CONVERSION
BRAND BUILDING ADVOCACY
Selecting Measures
and Metrics That Matter
Desired Outcomes(Tangible & Intangible)
Initiatives & Tactics
Action Desired versus actual
actions taken
Acquisition How customers
and leads find you
Participation User generated content &
social sharing
Ability to encourage desired passive and active engagement
with digital touchpoints.
Ability to generate awareness,
increase demand and drive leads
and customers and prospects to
website.
Ability to facilitate leads and customer participation in content
development and conversation.
CONSIDERATION & CONVERSION
BRAND BUILDING ADVOCACY
Selecting Measures
and Metrics That Matter
Desired Outcomes(Tangible & Intangible)
Initiatives & TacticsDon’t Forget Your Call
to Action!
Telling the story of your Brand
Translate Brand Attributes into Visual Elements
Consistent Message
Showcase Your Brand Personality
Provide a “Backstage Tour”
Quick Start
Getting Started Today
• Assess your Brand and your competitors’ presence on the visual Web. What is the story?
• Remember it’s not just what you say, but what you do. Use voice of the customer and social media to help us understand and address customer pain points.
• Use Social Profiles to help you understand community needs, preferences and expectations to target messages and communications. 100% know how your customers want to engage with you!
• Borrow out of industry tactics to engage with your customers in new and innovative ways-they are expecting it!
Questions?
Endeavor Management is a management consulting firm that leads
clients to achieve real value from their strategic transformational
initiatives. We serve as a catalyst by providing the energy to maintain the
dual perspective of running the business while changing the business
through the application of key leadership principles and business
strategy.
In 2012, Gelb Consulting became an Endeavor Management Company.
Our combined experience (Gelb founded in 1965) offers clients unique
capabilities to focus their strategic initiatives with a thorough
understanding of customer needs to drive marketing strategies, build
trusted brands, deliver exceptional customer experiences and launch
new products. Our experienced consultants and analysts use advanced
marketing research techniques to identify customer needs and spot high
potential market opportunities.
The firm’s 40 year heritage has produced a substantial portfolio of
proven methodologies, enabling Endeavor consultants to deliver top-tier
transformational strategies, operational excellence, organizational
change management, leadership development and decision support.
Endeavor’s deep operational insight and broad industry experience
enables our team to quickly understand the dynamics of client companies
and markets.
Endeavor strives to collaborate effectively at all levels of the client
organization to deliver targeted outcomes and achieve real results. Our
collaborative approach also enables clients to build capabilities within
their own organizations to sustain enduring relationships.
2700 Post Oak Blvd., Suite 1400
Houston, TX 77056
+800 846-4051
www.endeavormgmt.com/healthcare