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Jay Bartlett
Thought Leadership & Social Marketing
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellBay Area
August 6, 2013socialmedia.org/blogwell
©2013 Xerox Corporation. All rights reserved. Xerox® and Xerox Design® are trademarks of Xerox Corporation in the United States and/or other countries.
Thought Leadership & Social Marketing August 6, 2013
You Know Us, Right?
Xerox Transformed
Focused on Healthcare
Working with 700 hospitals, 37 states and the top 20 managed healthcare plans.
Content and Distribution Ecosystem
Thought Leadership
HealthBiz Decoded
Social Executives
TEDMED
Content and Distribution Ecosystem
Thought Leadership
HealthBiz Decoded
Social Executives
TEDMED
HealthBizDecoded.com
• Launched in April
• Geared towards
healthcare BDMs;
administrators and
operations
• Mix of original and
curated content
• Relevant 3rd party
content discovery
How We’re Executing
One piece of content is added
each day, shared on social
channels and pitched to other
media.
HealthBiz Decoded: Trusted Editorial
• Topics that are
important to the brand
• Stories like those in a
trade magazine
• Thought leadership
Measuring Success: Metrics
Measuring Success: Increased Attention
Measuring Success: Increased Attention
Key Learnings
Paid needs to support the strategy
Some stories drive clicks…
Amplify through interview subjects
…others drive social sharing
Key Learnings
The power of repurposing: write once, broadcast many.
Key Learnings
The power of repurposing: write once, broadcast many.
Key Learnings
The power of repurposing: write once, broadcast many.
Content and Distribution Ecosystem
Thought Leadership
HealthBiz Decoded
Social Executives
TEDMED
Content and Distribution Ecosystem
Thought Leadership
HealthBiz Decoded
Social Executives
TEDMED
Social Engagement: Industry Influencer
Social Engagement: @XeroxHealthcare
• 210 New followers
• 28 Followers from influencer list
• 294 Tweets
• 1,236,870 Impressions
Social Engagement: Promoted Tweets
• 6 tweets from @XeroxHealthcare
• Engagement rates: .81% (timeline), 1.93% (in-search)
• Feature article bitly: more than 900 clickthroughs
• High number shows the effectiveness of supplementing
high-performing organic tweets with paid promotion
• Healthbiz Decoded bitly: more than 500 clickthroughs
• Impressions: 1,024,752
• Clicks: 8,255 / RTs: 57 / Replies: 13
• New followers: 194
Social Engagement: #SimpleHealth
• Nearly 800 mentions of
#SimpleHealth
• More than tripled goal of
influencers using
#SimpleHealth
Xerox in Unexpected Places
• Unique Visits: +102%
• Visits: +75%
• Page Views: +49%
HealthBiz Decoded @TEDMED
Content and Distribution Ecosystem
Thought Leadership
HealthBiz Decoded
Social Executives
TEDMED
Content and Distribution Ecosystem
Thought Leadership
HealthBiz Decoded
Social Executives
TEDMED
Driving Thought Leadership
Driving Thought Leadership
In six words, what’s your vision for the future of
health?
Influence Gap: Healthcare Innovation
2/1/2013 7/9/2013
Influence Gap: Electronic Health Records
2/1/2013 7/9/2013
Strong Runway Ahead
• Integrating more owned assets
• Implementing events
• Delivering exposure for SME’s
• Increased role in government affairs
• Advocacy at scale
• Increased Revenue
Thank You!
Twitter: @jay_bartlett
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellBay Area
August 6, 2013socialmedia.org/blogwell
