BlogWell Bay Area Social Media Case Study: Xerox, presented by Jay Bartlett
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This presentation discusses Xerox's social media strategy to establish thought leadership in the healthcare industry. It launched the HealthBizDecoded website and social media channels to distribute healthcare content. It analyzes metrics like increased traffic, social engagement, and influencer outreach that demonstrate the strategy's success. The presentation also outlines goals like expanding owned content assets and advocacy to continue driving thought leadership.
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BlogWell Bay Area Social Media Case Study: Xerox, presented by Jay Bartlett
- 1. Jay Bartlett Thought Leadership & Social Marketing This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Bay Area August 6, 2013 socialmedia.org/blogwell
- 2. ©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
- 3. You Know Us, Right?
- 5. Focused on Healthcare Working with 700 hospitals, 37 states and the top 20 managed healthcare plans.
- 6. Content and Distribution Ecosystem Thought Leadership HealthBiz Decoded Social Executives TEDMED
- 7. Content and Distribution Ecosystem Thought Leadership HealthBiz Decoded Social Executives TEDMED
- 8. HealthBizDecoded.com • Launched in April • Geared towards healthcare BDMs; administrators and operations • Mix of original and curated content • Relevant 3rd party content discovery
- 9. How We’re Executing One piece of content is added each day, shared on social channels and pitched to other media.
- 10. HealthBiz Decoded: Trusted Editorial • Topics that are important to the brand • Stories like those in a trade magazine • Thought leadership
- 12. Measuring Success: Increased Attention
- 13. Measuring Success: Increased Attention
- 14. Key Learnings Paid needs to support the strategy Some stories drive clicks… Amplify through interview subjects …others drive social sharing
- 15. Key Learnings The power of repurposing: write once, broadcast many.
- 16. Key Learnings The power of repurposing: write once, broadcast many.
- 17. Key Learnings The power of repurposing: write once, broadcast many.
- 18. Content and Distribution Ecosystem Thought Leadership HealthBiz Decoded Social Executives TEDMED
- 19. Content and Distribution Ecosystem Thought Leadership HealthBiz Decoded Social Executives TEDMED
- 20. Social Engagement: Industry Influencer
- 21. Social Engagement: @XeroxHealthcare • 210 New followers • 28 Followers from influencer list • 294 Tweets • 1,236,870 Impressions
- 22. 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
- 23. Social Engagement: #SimpleHealth • Nearly 800 mentions of #SimpleHealth • More than tripled goal of influencers using #SimpleHealth
- 24. Xerox in Unexpected Places
- 25. • Unique Visits: +102% • Visits: +75% • Page Views: +49% HealthBiz Decoded @TEDMED
- 26. Content and Distribution Ecosystem Thought Leadership HealthBiz Decoded Social Executives TEDMED
- 27. Content and Distribution Ecosystem Thought Leadership HealthBiz Decoded Social Executives TEDMED
- 29. Driving Thought Leadership In six words, what’s your vision for the future of health?
- 30. Influence Gap: Healthcare Innovation 2/1/2013 7/9/2013
- 31. Influence Gap: Electronic Health Records 2/1/2013 7/9/2013
- 32. Strong Runway Ahead • Integrating more owned assets • Implementing events • Delivering exposure for SME’s • Increased role in government affairs • Advocacy at scale • Increased Revenue
- 35. Learn more about past and upcoming BlogWells socialmedia.org/blogwell This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Bay Area August 6, 2013 socialmedia.org/blogwell