Digital & Social Media Communications Planning
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Transcript of Digital & Social Media Communications Planning
@BIANCAFREEDMAN@DAVIDAKERMANISFOR: #HUMBERPR
Digital & Social Media Communications Planning:
Healthcare Case Study
DAVID AKERMANIS
DIGITAL COMMUNICATIONS STRATEGIST@TORONTOREHAB
•MARKETER•PRODUCER/DJ•GEEK•GAMER•DREAMER•LOVER OF ALL THINGS HEINEKEN (SERIOUSLY, THEY SHOULD EMPLOY ME)
BIANCA FREEDMAN
COMMUNICATIONS COORDINATOR @CVHFOUNDATION
•MEDIA OBSESSED•CONSUMER CULTURE ENTHUSIAST•NOT A GEEK•HUMBER GRAD•NUMBERS CHALLENGED
DEAR HUMBER SOON-TO-BE-GRADS
• COMMUNICATION PLANNING MAY BE PART OF YOUR JOB WITHIN YOUR 1ST YEAR WORKING
• VALUABLE SKILL SET
• PLANNING IS CHALLENGING & INTERESTING
• MEASUREMENT IS YOUR FRIEND
ALSO
• EACH INDUSTRY HAS ITS UNIQUE CHALLENGES
• WE’RE HERE TO TELL YOU ABOUT THE HEALTHCARE (AND DIGITAL/SOCIAL MEDIA) SPACE
WE KNOW YOU DON’TBELIEVE US, BUT...
R.A.C.E+S.W.O.T+S.M.A.R.T-------------------GOOD TIMES
QUICK AGENDA
•WEB 2.0 PLANNING
•THE CASE OF HEALTHCARE
•THE CREDIT VALLEY HOSPITAL FOUNDATION: SOCIAL MEDIA PLAN
•SCREW UPS & SUCCESSES
•DISCUSSION
THE DIGITAL DIFFERENCE: ENVIRONMENT
•CONSTANT CHANGE
•INFLUENCERS PLAY CRUCIAL ROLE
•COLLABORATIVE
•PLATFORMS IMPROVE AS PRACTICES IMPROVE & VICE VERSA.
THE DIGITAL DIFFERENCE: PLAN SPECIFIC
•SCEPTICS ARE EVERYWHERE: BE READY
•ONLINE BRANDING VULNERABLE: BE PREPARED
•MEASUREMENT TOOLS ARE SMART, USE THEM
•SHARE, SHARE, SHARE
TIPS OF THE TRADE
•LEVERAGE INFLUENCERS: INTERNALLY & EXTERNALLY
•INCLUDE A CRISIS 2.0 PLAN & POLICIES
•COMBINE THE C & E IN R.A.C.E(PLAN WILL EVOLVE AS YOU ROLL IT OUT)
•MAINTAIN YOUR OWN ONLINE PROFILE
SOCIAL MEDIA USES IN HEALTHCARE
GENERATE FUNDRAISING DOLLARS
HIGHLIGHT EXCELLENCE
IMPROVE PATIENT EXPERIENCE
MANAGE RISK
EDUCATE COMMUNITY
BUILD RELATIONSHIPS & TRUST
HEALTHCARE SPECIFIC CHALLENGES
•PATIENT PRIVACY
•ENVIRONMENTAL CHALLENGES
•RESOURCES
•MANY STAKEHOLDERS
•SILO EFFECT
CASE STUDY
BUILDING SUPPORTERS: SOCIAL MEDIA STRATEGY FOR THE CREDIT VALLEY HOSPITAL FOUNDATION
$45 MILLION LIFETIME OF CARE CAMPAIGN
IN RETROSPECT ...(SCREW UPS): BIANCA
•SMARTER S.M.A.R.T OBJECTIVES
•CONTENT LOADING
•STREAMLINE AESTHETIC PRE-LAUNCH
IN RETROSPECT ...(SUCCESSES): BIANCA
•STORYTELLING •INTERNAL INVOLVEMENT
•REAL LIFE RELATIONSHIP BUILDING
•BENCHMARKING & SHARING SUCCESSES WITH STAKEHOLDERS
IN RETROSPECT ...(SCREW UPS): DAVID
•CHECK YOUR DIGITAL NATIVE HABITS AT THE DOOR
•FROM STRATEGY TO TACTICS
IN RETROSPECT ...(SUCCESSES SO FAR): DAVID
•CLARITY: ROLE OF THE FOUNDATION
•GENERATING BUY-IN, CHANGING MINDS
THANK YOU
QUESTIONS?