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What Health Care can Learn
about Social Media from a
Grocery Chain
By Keith Boswell
Director of Social Strategy – Meijer, ...
Agenda
• What I learned in Health Care
• What Health Care can Learn from Retail
• When HIPAA and Retail Collide
• The powe...
Bio
• 20 years in digital marketing
• 3 start-ups
• Web design
• Digital marketing
• Chief Digital Officer consulting
• Di...
What I Learned in Health Care - The Bad
• Stagnation by committee
• Moving fast and blowback
• Big dreams are hard to dige...
What I Learned in Health Care -The Good
• Start small & create demand
• Working face to face creates momentum
• Willingnes...
How did it feel?
vs.
24/7 Grocery & Pharmacy Supercenter
• Never slows
• Bananas turn
every 45-60
minutes, everyday
• Community Hub,
just like ...
What was it like moving to Retail?
• Promotions & Performance
throw quick turning curves
• Major Meat Emergencies
need the...
When HIPAA & Retail Collide
• Cake Decoration, Customer Service &
Autism
• Initiated by a customer, wasn’t driven
by Meije...
When HIPAA & Retail Collide
What do Customers expect from us?
• Customer Service Desk
• Operations Support
• In-Stock
• Fast Checkout
• Cleanliness of...
Surprise & Delights
• The power of customer
surprise and delights
• Liking their Tweets or Posts
• Thanking them & engagin...
Nurturing the Good
• Fostering positive
conversations
• Napoleon on Sandy
• Cashier in Ohio
• Kids that want to
be future
...
Partners Extend Your Reach
• The power of
partners in
your ecosystem
• Easter Election
Campaign
VS.
On Twitter
On Twitter
On Twitter
Campaign Stops
Brand Support
Listening and Reacting
• Using social media to
improve in-store experience
and service
• Hi-C EctoCooler
• Pilots to speed...
Social Media Bootcamps
• Training and the power of
spreading the word
• Over 100 marketers and internal
& external partner...
Politics Matter
• Being an Ambassador is well received if
you’re humble & aggressive
• Building bridges outside of your ar...
The only thing holding you back…
• Believing a culture can’t be changed
• Requires study and a plan
• Communication & expe...
Questions/Comments
• Thanks to Lee Aase
& The Mayo Clinic Social Network team
• Connect with me on LinkedIn
https://www.li...
What Health Care can Learn about Social Media from a Grocery Chain
What Health Care can Learn about Social Media from a Grocery Chain
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What Health Care can Learn about Social Media from a Grocery Chain

from Keith Boswell, Director of Social Media Strategy at Meijer

1) What I learned in Health Care
2) What Health Care can Learn from Retail
-- When HIPAA and Retail Collide
-- The power of customer surprise and delights
-- Fostering positive conversations
-- The combined power of partners in your ecosystem
-- Using social media to improve in-store experience and service
-- Training and the power of spreading the word
-- Politicians and Politics (Ambassadors Rule)

Question & Answers.

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What Health Care can Learn about Social Media from a Grocery Chain

  1. 1. What Health Care can Learn about Social Media from a Grocery Chain By Keith Boswell Director of Social Strategy – Meijer, Inc. keith.boswell@meijer.com
  2. 2. Agenda • What I learned in Health Care • What Health Care can Learn from Retail • When HIPAA and Retail Collide • The power of customer surprise and delights • Fostering positive conversations • The combined power of partners in your ecosystem • Using social media to improve in-store experience and service • Training and the power of spreading the word • Politicians and Politics (Ambassadors Rule) • Q & A
  3. 3. Bio • 20 years in digital marketing • 3 start-ups • Web design • Digital marketing • Chief Digital Officer consulting • Digital Agencies working with Kaiser, Expedia, Microsoft, Capital One, Dell, HP, Tyco Electronics and more • Dir. of Digital Marketing & Social Media for Kaiser Permanente - 5 years • Dir. of Social Media Strategy for Meijer, Inc. 1 year @keithboswell
  4. 4. What I Learned in Health Care - The Bad • Stagnation by committee • Moving fast and blowback • Big dreams are hard to digest • Coordinating health plans, professional care & facilities takes months/years • Education isn’t enough, people have to learn the hard way • Leadership without context & purpose is wasted time
  5. 5. What I Learned in Health Care -The Good • Start small & create demand • Working face to face creates momentum • Willingness to move cautiously • Speak to every what-if in presentation decks • Get them out of the way and have slides ready, others will use them • 3rd party partners need education, transparency & information • Develop frameworks and playbooks for local adaptation • Everyone won’t work the same • Give them the flexibility to shine • Partnership between Marketing, PR & Comms/Customer Care A MUST
  6. 6. How did it feel? vs.
  7. 7. 24/7 Grocery & Pharmacy Supercenter • Never slows • Bananas turn every 45-60 minutes, everyday • Community Hub, just like a hospital
  8. 8. What was it like moving to Retail? • Promotions & Performance throw quick turning curves • Major Meat Emergencies need their own ER entrance
  9. 9. When HIPAA & Retail Collide • Cake Decoration, Customer Service & Autism • Initiated by a customer, wasn’t driven by Meijer • #1 trending topic on FB for 8 hours • Positive attention from people all over the world • Negative feedback from some in the Autism community
  10. 10. When HIPAA & Retail Collide
  11. 11. What do Customers expect from us? • Customer Service Desk • Operations Support • In-Stock • Fast Checkout • Cleanliness of Facilities • A friend • Sales & Promotions • To hold ourselves to our standards
  12. 12. Surprise & Delights • The power of customer surprise and delights • Liking their Tweets or Posts • Thanking them & engaging in a dialogue • Sending them something out of the blue
  13. 13. Nurturing the Good • Fostering positive conversations • Napoleon on Sandy • Cashier in Ohio • Kids that want to be future employees
  14. 14. Partners Extend Your Reach • The power of partners in your ecosystem • Easter Election Campaign VS.
  15. 15. On Twitter
  16. 16. On Twitter
  17. 17. On Twitter
  18. 18. Campaign Stops
  19. 19. Brand Support
  20. 20. Listening and Reacting • Using social media to improve in-store experience and service • Hi-C EctoCooler • Pilots to speed up in-store resolution based on monitoring • Feedback loop shared regularly with Store & Market leadership
  21. 21. Social Media Bootcamps • Training and the power of spreading the word • Over 100 marketers and internal & external partners have attended • Anywhere from 2 hours to all day • Changed perception of the channels and the teams value
  22. 22. Politics Matter • Being an Ambassador is well received if you’re humble & aggressive • Building bridges outside of your area of focus gets you permission to move • Accelerate your plans by sponsoring others • Plant seeds and watch them grow • Talking about customer care from Day 1 – now it’s staffed • Operations support ideas from the earliest meetings, now being scoped
  23. 23. The only thing holding you back… • Believing a culture can’t be changed • Requires study and a plan • Communication & expectation management are critical • Psychology is 30-50% of what I do depending on the day • Show how you can help others win by supporting you • Get to know people before you recommend an uncomfortable path • Find their triggers – good and bad • Communicate with the soft side
  24. 24. Questions/Comments • Thanks to Lee Aase & The Mayo Clinic Social Network team • Connect with me on LinkedIn https://www.linkedin.com/in/boswellkeith • Send me an email keith.boswell@gmail.com • Twitter @keithboswell

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