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.

1. Moving at the
Speed of Social
6 Innovative Ideas to
Get You Moving at

2. 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.

3. 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

4. To Get You Moving
at the Speedof Social
6Innovative Ideas
Agenda
Brand Building
Using the visual web to reinforce your Brand
Maximizing Earned Media
Growing awareness through earned media
Lurk Less, Engage More
Using UGC to engage your community
Stand Out in the Crowd
Using competitive Share of Voice to inform your social strategy
Customer Service on Social Channels
Using social media to provide customer service
Measuring Impact of Social
Selecting measures and metrics that matter
1
2
3
4
5
6

5. Using the visual web toreinforce your Brand
Brand Building

6. Telling the story ofyour Brand
Translate Brand Attributes into Visual Elements
Consistent Message
Showcase Your Brand Personality
Provide a “Backstage Tour”

7. Telling the story of your Brand
Translate Brand Attributes
into Visual Elements
Saturation
Value
Intensity
Energy
Perspective
Tiffany & Co.
versus Red Bull

8. Telling the story ofyour Brand
Consistent Message
Consistent use of #justdoit

9. Telling the story ofyour Brand
Showcase Your Brand Personality
Prestige
Surprise
Fun

10. Telling the story ofyour Brand
Showcase Your Brand Personality
Inside Look
Lifestyle
Patient Focus

11.  Provide a “Backstage Tour”
Prepare
Patients
Day in the
Life
OurExperience
Overcome
Perceptions!
Telling the story of your Brand

12. Growing Awarenessthrough Earned Media
Maximizing Earned Media

13. Growing Awarenessthrough Earned Media
Paid –Owned -Earned [& Shared]
Create Social Profiles
Cross-Network Pollination

14. Growing Awarenessthrough Earned Media
Paid –Owned -Earned [& Shared]
You Have Influence

15. Growing Awarenessthrough Earned Media
Paid –Owned -Earned [& Shared]
It’s Not Just What You Say…
…It’s What You Do

16. 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?

17. Growing Awareness through
Earned Media
 Cross-Network Pollination
• Feature on Facebook
• Tweet about it on Twitter
• Google+
• Pin Your Posts
• Tumblr

18. Using UGCto
Engage Your Community
Lurk Less; Engage More

19. Using UGC to Engage Your Community
AnEverydayHero
Make Your Customers
Physician Selfie…
Promoting
Physicians’ Social
Presence?

20. Using UGC to Engage Your Community
Don’t forget-
Offer a sneak peek to followers!
Applications in
Healthcare…
6 second “LifeHacks”

21. Using Share of Voice to Inform Your Social Strategy
Stand Out in the Crowd

22. Using Share of Voice to
Inform Your Social Strategy
Listen for Brand Mentions:
For Your Brand
& Your Competitors
Twitter
Online News
Blogs
Facebook
Twitter
Online News
Blogs
Facebook
Twitter
Online News
Blogs
Facebook
Blogs Twitter Twitter
EARNED
OWNED
Competitor 1
Competitor 2
Competitor 3
Competitor 1 Competitor 2 Competitor 3

23. Using Social Media to Provide Customer Service
Customer Service on Social Channels

24. Using Social Media to Provide Customer Service
Are You Meeting Customer Expectations?

25. 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

26. Selecting Measuresand Metrics That Matter
Measuring the Impact of Social

27. 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

28. 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
Don’t Forget Your Call
to Action!

29. Telling the story ofyour Brand
Translate Brand Attributes into Visual Elements
Consistent Message
Showcase Your Brand Personality
Provide a “Backstage Tour”

30. 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!

31. Questions?

32. 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
info@gelbconsulting.com
www.endeavormgmt.com/healthcare