BlogWell Los Angeles Social Media Case Study: Kaiser Permanente, presented by Vince Golla
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This document summarizes a presentation from Vince Golla at the 2012 BlogWell conference in Los Angeles. The presentation discusses Kaiser Permanente's use of a video blog on YouTube and WordPress to share patient stories. The goals were to overcome misconceptions about the organization and promote its care. Videos were syndicated across owned channels and earned media to gain over 40,000 views. The project helped improve Kaiser's brand and led to a spinoff Twitter chat series.
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BlogWell Los Angeles Social Media Case Study: Kaiser Permanente, presented by Vince Golla
- 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 This presentation is from socialmedia.org/blogwell Vince Golla BlogWell Los Angeles ‘Show, Don’t Tell’ on Social Media December 5, 2012 and a Shoestring: Using a Video Blog to socialmedia.org/blogwell Share Our Stories
- 2. ‘Show, Don’t Tell’ on Social Media and a Shoestring Using a Video Blog to Share Our Stories Vince Golla, Digital Media and Syndication Director
- 3. In 20 Minutes We Will … Our Challenge Why a Video Blog? Syndicate, Syndicate, Syndicate Feeding the Beast Future Spinoff: #kphealthychats 2 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
- 4. Our Challenge (Yours Too?) 3 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
- 5. Our Challenge, in a Social Media Moment She Loves KP! She Loves KP-NOT She Loves KP – But Before Did Not *Yes, this is an actual thread from our Facebook page: facebook.com/kpthrive 4 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
- 6. Changes in Health Care Make This Work “More Than Imperative” The PPACA changes everything for integrated health plans Health Seekers will be more able to seek/choose a health plan Health care providers will be under still more pressure to gain visibility and mindshare Social media gives everyone a megaphone (and they’re not afraid to use it) 5 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
- 7. Why a Video Blog? 6 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
- 8. Early Efforts to Show, Not Tell 7 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
- 9. Early Efforts to Weave Owned into Earned
- 10. A Driver for Us (and for You?): Earned Media WILL SOON OVERSHADOW PAID MEDIA* Paid media 1.9B impressions Growing at 8% Earned media: 500M impressions Growing at 30% Owned/controlled media *Arthur Page Society 2011
- 11. Peanut Butter & Jelly. YouTube & Wordpress • Google owns YouTube. Google loves Wordpress. Google loves video. See where we’re going? • Video embeds in Wordpress are a snap • Embedded videos (HIPAA expired?) can be removed in seconds • Single channel makes managing multiple sites much easier • YouTube’s metrics are great, getting better • Wordpress blogs – thousands of templates, compatible with all browsers, easy to configure, inexpensive to customize
- 12. Anatomy of Our Video Blog Members submit own stories Spotlight on MDs, staff Nav mirrors PR areas of focus Features change each month 11 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
- 13. Project goals/drivers • Overcome common misconceptions about the organization. • Promote the benefits of KP care via first-person stories from patients, physicians and staff. • Let our members showcase our physicians and nurses…in ways more genuine than our own communicators can.
- 14. Showing Happy Members = Showing Expert Medicine Spotlight on Showcases Lets members physicians, expertise, “show” our nurses and compassion expert medicine staff message
- 15. Syndicate, Syndicate, Syndicate 14 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
- 16. Video Blog Promotion Opportunities Marketing Social Media Advertising Meetings Care Presos Story Speaking Waiting Room Opps Video Media Outreach
- 17. Do This 3-4 Times a Month, and … 16 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
- 18. Old School + New School = Brand Success 15,000 blog views 267,000 “opens” of eNewsletter 50-plus requests for colon cancer screening kits 4,500 views in four days
- 19. Now That We’ve Built the Perfect Beast, How On Earth Do We Feed It? 18 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
- 20. When The Onion Says “More Videos!”, You Must Be Onto Something
- 21. Viewers Consuming User-Generated Content as News – Enough So to Lay Off ‘Real’ Journalists
- 22. Making the ROI Pitch “Hire It Out” “Do It Yourself” Canon 60D+lens: $1,400 Camera Crew: $1,000/day Spare battery: $50 Editor: 12 hoursX$125/hr. 3x32GB SD cards: $100 Transportation: $500 Ravelli tripod: $200 Support/Admin.: $250 LED light panel & stands: $375 Incidentals: $100 Kata camera bag: $200 iPhone glif/audio: $50 BUDGET, 3 min. vid: $3,500 (3) Corded lav mics: $80 Shotgun mic: $175 INVESTMENT: $2,630
- 23. Building the ROI Argument: Teach Me to Fish • We paid an indie filmmaker to create eight- hour, in-person training for our PR team • 21 team members trained. Cost: $5,000 • NEXT, hire an intern with video editing experience • Edited 20 videos (each 3-4 min. long) in a 6- month internship • She got a paid internship plus great experience, contacts • We got est. $85K/6 mos. savings (assumes video editor rate of $100/hour) • NOTE: College grads grew up with video editing; add your storytelling skills and you’re off to the races
- 24. Results So Far – and We’ve Only Just Begun 35 patient story videos (and adding 3-4 each month) 40,000 video views Estimated 1.5 million social media impressions 23 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
- 25. The Spinoff - #kphealthychats 24 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
- 26. Bringing It Full Circle – The Original Care Story, Now a Thrive Ad http://bit.ly/marygthrive 25 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
- 27. Questions? vince.golla@kp.org 510-271-6007 @vincegolla 26 December 11, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
- 28. SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWells This presentation is from socialmedia.org/blogwell BlogWell socialmedia.org/blogwell Los Angeles December 5, 2012 socialmedia.org/blogwell