BlogWell Boston Social Media Case Study: Sanofi US, presented by Laura Kolodjeski

SocialMedia.orgVideo Case Studies

Laura Kolodjeski

Sanofi US and The DX: The Diabetes Experience

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellBoston

October 22, 2013socialmedia.org/blogwell

| 1

Sanofi US & The DX: The Diabetes

Experience

Blogwell, October 22, 2013

Laura Kolodjeski, Sr. Community Manager, US Diabetes

| 2 @Diabetes_Sanofi

@lkolodjeski

Disclaimer:

The views expressed in this presentation are

those of the presenter and do not necessarily

represent those of Sanofi US


@lkolodjeski

The Sanofi US Diabetes team has developed

and operationalized a modern digital content

strategy.

Our strategic assets are put to work to cultivate

and “own” the customer experience.


@lkolodjeski

Our Journey


@lkolodjeski

Sanofi is rapidly evolving

Treatments brand centered

Healthcare Solutions patient centered


@lkolodjeski

Our engagement is grounded in this evolution

2010 2011 2012


@lkolodjeski

The DX: What We’ve Created


@lkolodjeski

What is The DX?

The DX is a hub of conversation

and content, a daily destination where

people whose lives are touched by

diabetes can be informed, inspired,

and empowered


@lkolodjeski

Why did we create The DX?

• To take advantage of an opportunity to fill known gaps about life

and life with diabetes

• To create an authentic dialog with those touched by diabetes

• To develop a platform that supports continual listening and

learning

• To embody an agile, iterative approach that affords us a deeper

understanding of life with diabetes

… to offer a place for the community to engage around

life and life with diabetes, not just diabetes


@lkolodjeski

How? Through a curated conversation…

The DX aims to curate and create the most sought-

after content, and community resources, from across

the web


@lkolodjeski

… focused on life

What type of content will you find on The DX?

Lifestyle

Mindfulness, Getting better sleep, Weight loss, Sex

Life Transitions

Moving, Off to College, Growing Up, Retirement

Food & Nutrition

Diabetes-Friendlier Italian/Sushi/Asian, Game day favorites, Gluten-Free, Sugar A-Z

Relationships

Newlywed, Midlife Dating, Longtime Relationships, Parents at every stage

Fitness

Yoga, Dancing, Beginner’s fitness, Strength

D-Celebrities & Cultural Commentary Ben Vereen, Chaka Kahn, Kurt Andersen

Dear Diabetes

Why does insulin smell like Band-Aids? Is diabetes different for women?

Sample Topics


@lkolodjeski

To publish based on insights, we listen…

Search data tells us what

people want to know about

Our writers and editors have

deep expertise and are up-to-

date on the most popular (or

needed) topics

Online communities help us

keep an ear to the ground

regarding what patients,

caregivers, and healthcare

providers care about

Patient advocates keep us

close to the pulse of the

community


@lkolodjeski

… and we ask

Registered Dieticians

Hope Warshaw MMSc, RD, CDE author of Diabetes Meal Planning

Made Easy

Prominent Bloggers

Moira McCarthy despitediabetes.com

Journalists

Michele Stanten certified fitness instructor

and author

Carolyn Ketchum All Day I Dream About Food

Catherine Price The New York Times, Slate, Popular

Science, and O Magazine

Tami A. Ross RD, LD, CDE

president, American Association of

Diabetes Educators

Jill Weisenberger MS, RD, CDE

author of Diabetes Weight Loss

Week by Week

Original content is authored by highly-regarded thinkers

and writers in the community

http://despitediabetes.com/wp-content/uploads/2012/04/JDRF-18.jpg


@lkolodjeski

What We Have Learned


@lkolodjeski

What did we learn?

Listen to the community

Don’t be afraid to push into new territory

Build thoughtfully

Be authentic

Be creative and keep iterating


@lkolodjeski

Thank You!

Laura Y. Kolodjeski

[email protected]

@lkolodjeski

Sanofi US Diabetes

www.TheDX.com

www.facebook.com/SanofiUSDiabetes

@Diabetes_Sanofi

Learn more about past and upcoming BlogWells


This video is from

BlogWellSan FranciscoJune 20, 2011


SocialMedia.orgCase Studies

This presentation is from

BlogWellBoston

October 22, 2013socialmedia.org/blogwell

BlogWell Boston Social Media Case Study: Sanofi US, presented by Laura Kolodjeski

Business

Transcript of BlogWell Boston Social Media Case Study: Sanofi US, presented by Laura Kolodjeski