j.mp/kemphcsm

Be Helpful +

Create Value

Kemp Edmonds

It’s new + It’s growing; Trust is in others

• >50% of Canadians have an account on

• 13% of online Americans use

• 17% trust marketing and advertising

• 84% trust recommendations from others like them

Sources:InsideFacebook.com (US) Feb. 2011Pew Internet Research (US) Sept. 2011 AdAge Report 2011.

Nearly 100% of online users…

Use email

Use a web browser

Use web search

Important Questions

• Are you providing value through your website• Do you have positive testimonials?• Do you have a blog?• Does your organization respond to email?• If you don’t have a great product or service…

• Social Media often comes last and should.

theconversationprism.com

Online Communication Channels

CONFIDENTIAL Copyright © 2009 Constant Contact, Inc.7

Build from common sense…

• Be responsible• Follow the rules• Be transparent• Take Ownership• Respect your audience and colleagues

Where did this come from…?

…and finish with the job at hand.

• Add value• Protect the brand• Be accurate• Do not reveal secrets• Do not forget your day job

Canada Post Social Media Employee Policy, 2011.

COMMUNICATING

Answer the Social Telephone

Understand Language

Twitter language looks bad on Facebook.

It looks worse on LinkedIn.

Understand Different Ecosystems

Blockbuster ignored DVDs-by-mail. Netflix was allowed in and won.

Borders failed to adapt their business modelAmazon took the cake

BEST PRACTICES

The change is rapid… focus on quality content and

relationships

Customer ServiceSERVICE

KNOW YOUR AUDIENCE. CREATE VALUE

BE HELPFUL, BE AVAILABLE.

What can health care do?

Examples, Successes & Best Practices

Friends and family have more influence than ever online, especially with the rise of online reviews and referrals.

Curate news & content relevant to your audience

CareZone gives caretakers a productivity tool to manage the people who depend on them

25

Connect Stakeholders

Mayo Clinic endorses an open policy, is responsive in the community

27

Mayo Clinic connects people with similar health concerns and experiences - Support

28

The Mayo Clinic Connect community posts blog articles multiple times daily. There are 66 discussion categories on the

forum, and new topics are posted multiple times a day.

Live Tweeting S

urgery for Education

Fitbit and Nike+ change the way people monitor their personal health - Preventative

30

Emergency assistance is possible. Traditional systems rule.

Cake Health helps people manage their healthcare and save money at the same time

32

Key Takeaways

1. Create Value2. Be Helpful3. Develop Relationships4. Use Common Sense5. 140 Health Care Uses for Twitter: j.mp/healthcare140

Questions Welcome

This presentation is available for download and review anytime: j.mp/kemphcsm

kempedmonds.comTwitter: @kempedmondsEmail: kempedmonds@gmail.com

Special thanks to Ajay Puri