entering the blogosphere: the nucleus of your healthcare social media strategy (social media...
DESCRIPTION
Presentation from Eric Brody, President of NJ-based branding and marketing firm Trajectory – Entering The Blogosphere: The Nucleus Of Your Healthcare Social Media Strategy from the IQPC Strategic Social Media For Healthcare Conference in NYC.TRANSCRIPT
Coffee
Entering The Blogosphere:
The Nucleus Of Your Healthcare Social Media Strategy
(if youʼre not quite sure about this blog stuff)
To blog or not to blog…
To blog or not to blog…
jeniee/4144002164
h0p://ebenne0.org/hsnl
1.TrustOfOthers vs. YourHealthcareAdverBsing
2.Engagement vs. YourInterrupBon
3.MyTerms/Value vs. YourMarkeBngAgenda
4.Par<cipa<on vs. TreatmentAsFollowers
5.Demonstra<on vs. YourClaims
6.Dialogue vs. YourOne‐WayMonologue
7.Transparency vs. BehindTheCurtain
Howcanyoumakea
meaningfuldifferenceintheDAILYlives
ofyourcommuniBesandpaBents?
New ways to build value
Understandwhatreallymovesmeanddrivesme
Asaperson,notacurrentoraprospec<vepa<ent
Talkingtome,notatme
Showingmeyoureallycare
EXTERNAL INTERNAL
Community/paBenteducaBon ConnecBon
ParBcipaBonincare Purpose/contribuBon
Discussion/collaboraBon Listen/idenBfytrends
CompeBBveadvantage Sharestories/ideas
PaBentengagement Discussions/collaboraBon
Improvedoutcomes Searchenginelove
PaBentstories ClinicalexperBse
Buildingtrust Recruitment
RelaBonships Visibility/webtraffic
BLOG
Organiza<on/Facility/ServiceLinePassion&Exper<se
Business&BrandGoals
CommunityNeeds&Desires
InternalResources
Content Community
“Thedifferencebetweenanaudienceandacommunityisthedirec5onthat
thechairsarefacing”
‐ChrisBrogan
6.ROBMetrics 2.Audiences
3.Content5.ExecuBon
YOURBLOG
4.Voices
1.Goals&Strategies
WhatWeWantToAchieve PlaYormsToAchieveGoals
1.GoalsandStrategies
WhatWeWantToAchieve PlaYormsToAchieveGoals
VisionandMission
BusinessObjecBves
OtherIniBaBves
RoleOfBlog
1.GoalsandStrategies
WhatWeWantToAchieve PlaYormsToAchieveGoals
VisionandMission Thought‐Leadership
BusinessObjecBves Engagement
OtherIniBaBves Empowerment
RoleOfBlog DayInTheLife
CorporateCulture
Branding
1.GoalsandStrategies
1.GoalsandStrategies
2.Audiences
External Internal
CurrentPaBents,Families,Friends MedicalStaff
FuturePaBents Hospital/SystemStaff
CommuniBes Employees
Caregivers Volunteers
Donors
Suppliers/Vendors
HealthPlans/Payors
Media/OtherOpinionLeaders
2.Audiences
2.Audiences
TimeSensi<ve Necessary Opera<onal
TimeSensiBveAcquisiBon/Care
Awareness/AccessInformaBon
RelaBonships
PotenBalPaBentsCurrentPaBentsNewPaBentsCaregivers
VolunteersDonorsExtendedFamiliesPotenBalEmployees
MediaCurrentEmployeesAlumniSuppliers/Vendors
DirecBon Guidelines Boundaries
3.Content
3.Content:Direc&on
Keywords Style
Outline Sources
3.Content:Guidelines
UsefulNewsworthyInsighYul
HelpPeopleAchieveSenseofBelonging
InspiringSolvesaProblem
SavesTimeorMoneyResource
Opinionated
3.Content:Guidelines
LegalImplica<
ons
Authe
n<city
InternalPar<cipa
<on
Marite2007
3.Content:Boundaries
4.Voices
4.Voices
siloorshared
staff,physicians,nurses,pa<ents
singleormul<ple
organiza<onorserviceline
Content Community
SmartTitles Toothersonyourblog
TargetKeywords Onothers’blogs
Frequency
Images
Links&Trackbacks
Length
CallstoAcBon
5.Execu<on
6.ROBMetrics
…leadingtomakingdecisionsaboutyourbloginvestments.
6.ROBMetrics
Engagement Influence
Traffic Tags&Bookmarks
TimeSpent InboundLinks
Comments#’s/Quality SearchOpBmizaBon
Subscribers OtherFeedback
…leadingtomakingdecisionsaboutyourbloginvestments.
Plan
Long-Term
Authenticity
Their Agenda
Social Learn & Repeat
Ques<onsorComments
EricBrody,President,[email protected]
973‐292‐1400x201
twi0er.com/ericbrodylinkedin.com/in/ericrbrodyblog:ericbrodysblog.com