case study: social media command center - using social to … · 2016. 4. 26. · april 26, 2016 1...
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Case Study: Social media command center - Using social to create richer customer experiences that tie back to business goals
Presented by: Therese Lockemy, Director, Internet Marketing & Social Engagement
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Therese Lockemy Director, Internet Marketing and Social Engagement @tlockemy
Let’s get started!
2 #SMSsummit
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Business Goals
• Become the standard model for biomedical research and discovery
• Be a health and wellness reference brand, utilizing our research and our experts to help guide people through their medical journey, whether they come to us or not.
• Be the national leader in teaching of Patient- and Family-Centered Care
• Lead the world in the education and training of physicians and biomedical scientists
• Develop engaged relationships ahead of diagnosis to increase likelihood of Johns Hopkins Medicine as first choice for advanced care
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Social Media Command Center
1. Monitor and Protect 2. Inform and Influence 3. Monitor and Elevate 4. Monitor and Inform 5. Publish and Engage 6. Monitor and Respond
Possible issues, before and after they break
Watch for trending topics to elevate experts, elevate value of social, gain content insights.
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Treating social as a dialogue
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Monitor and Protect
Identify possible brand issues before and after they hit the news. Route to media
relations. Collaborate and
triage to others.
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Johns Hopkins Medicine • Six hospitals • School of medicine • Employee health care
provider • Home health care
services • Johns Hopkins
Medicine International • Johns Hopkins
Community physicians
Monitor and Protect Brand Mentions
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Monitor issues after they hit the news or social media.
Use to inform
and influence.
Monitor and Protect Issues Monitoring
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During crisis situations Provide tone, volume and
influence of conversations.
Inform and Influence Volume, Sentiment and Influencers
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Monitor and Elevate Cross-Promote
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Monitor and Elevate Trending Topics
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Mar. 3
Feb. 27
Monitor and Elevate Trending Topics
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Monitor and Elevate Share Positive Comments
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Monitor and Elevate Demonstrate Results
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Monitor and Inform Content Insights
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Content is submitted from across the institution. Tag so we can measure. Engage.
Publish and Engage Proactive Uses
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Community Build An Audience You Can Serve
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E-book Brand
Journalism
Health & Wellness
Landing page
w/direct CTA
Patient Stories
Meaningful Content Must Come First Content Mix
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Meaningful Content Must Come First Tap Into Other Content Creators
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• Micro Post • Strategic Priority
• Long Form Post • Target Audience
• URL • Larger Effort
Meaningful Content Must Come First Leverage Existing Content
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Meaningful Content Must Come First Leverage Existing Content
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Well & Well Read Awareness
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Sick & Seeking Education
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Content Type Photo
Link
Status
Content Type 2
Video
Quote
Question
Health Drill Down
Cancer Diabetes
Healthy Aging Sleep
Healthy Heart Research
Meaningful Content Must Come First Understand What’s Relevant
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Quotes consistently perform well
0.00
0.50
1.00
1.50
2.00
16-Jul 23-Jul 30-Jul 6-Aug 13-Aug 20-Aug 27-Aug 3-Sep 10-Sep 17-Sep 24-Sep 1-Oct
Content Type
Video Quote Question
Quote
Meaningful Content Must Come First Test and Learn
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Service recovery
Triage complaints to correct department/ person.
Point community to resources they are looking for.
Monitor and Respond Building and Keeping Trust
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“Could somebody explain how this happened?”
“I thank everyone who acted on our concerns. My sister’s surgery date is now set…Thank you!”
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Measure What Matters
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1. Growth in community/connections. 2. Engagement = reach/actions taken 3. Shares of content. 4. Traffic to your website 5. Page depth 6. Conversion rate 7. Cost per click 8. Cost per engagement
Measure What Matters KPI’s To Tie Back To Business Goals
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Measure What Matters Report On Successes
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183% In Audience Growth 115% In Engagement 29% Social Referral Traffic
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Measure What Matters The Payoff