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Digital & Social Media Communications Planning
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Transcript of Digital & Social Media Communications Planning
![Page 1: Digital & Social Media Communications Planning](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c7da2b4a7959fa6e8b46b3/html5/thumbnails/1.jpg)
@BIANCAFREEDMAN@DAVIDAKERMANISFOR: #HUMBERPR
Digital & Social Media Communications Planning:
Healthcare Case Study
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DAVID AKERMANIS
DIGITAL COMMUNICATIONS STRATEGIST@TORONTOREHAB
•MARKETER•PRODUCER/DJ•GEEK•GAMER•DREAMER•LOVER OF ALL THINGS HEINEKEN (SERIOUSLY, THEY SHOULD EMPLOY ME)
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BIANCA FREEDMAN
COMMUNICATIONS COORDINATOR @CVHFOUNDATION
•MEDIA OBSESSED•CONSUMER CULTURE ENTHUSIAST•NOT A GEEK•HUMBER GRAD•NUMBERS CHALLENGED
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DEAR HUMBER SOON-TO-BE-GRADS
• COMMUNICATION PLANNING MAY BE PART OF YOUR JOB WITHIN YOUR 1ST YEAR WORKING
• VALUABLE SKILL SET
• PLANNING IS CHALLENGING & INTERESTING
• MEASUREMENT IS YOUR FRIEND
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ALSO
• EACH INDUSTRY HAS ITS UNIQUE CHALLENGES
• WE’RE HERE TO TELL YOU ABOUT THE HEALTHCARE (AND DIGITAL/SOCIAL MEDIA) SPACE
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WE KNOW YOU DON’TBELIEVE US, BUT...
R.A.C.E+S.W.O.T+S.M.A.R.T-------------------GOOD TIMES
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QUICK AGENDA
•WEB 2.0 PLANNING
•THE CASE OF HEALTHCARE
•THE CREDIT VALLEY HOSPITAL FOUNDATION: SOCIAL MEDIA PLAN
•SCREW UPS & SUCCESSES
•DISCUSSION
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THE DIGITAL DIFFERENCE: ENVIRONMENT
•CONSTANT CHANGE
•INFLUENCERS PLAY CRUCIAL ROLE
•COLLABORATIVE
•PLATFORMS IMPROVE AS PRACTICES IMPROVE & VICE VERSA.
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THE DIGITAL DIFFERENCE: PLAN SPECIFIC
•SCEPTICS ARE EVERYWHERE: BE READY
•ONLINE BRANDING VULNERABLE: BE PREPARED
•MEASUREMENT TOOLS ARE SMART, USE THEM
•SHARE, SHARE, SHARE
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TIPS OF THE TRADE
•LEVERAGE INFLUENCERS: INTERNALLY & EXTERNALLY
•INCLUDE A CRISIS 2.0 PLAN & POLICIES
•COMBINE THE C & E IN R.A.C.E(PLAN WILL EVOLVE AS YOU ROLL IT OUT)
•MAINTAIN YOUR OWN ONLINE PROFILE
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SOCIAL MEDIA USES IN HEALTHCARE
GENERATE FUNDRAISING DOLLARS
HIGHLIGHT EXCELLENCE
IMPROVE PATIENT EXPERIENCE
MANAGE RISK
EDUCATE COMMUNITY
BUILD RELATIONSHIPS & TRUST
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HEALTHCARE SPECIFIC CHALLENGES
•PATIENT PRIVACY
•ENVIRONMENTAL CHALLENGES
•RESOURCES
•MANY STAKEHOLDERS
•SILO EFFECT
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CASE STUDY
BUILDING SUPPORTERS: SOCIAL MEDIA STRATEGY FOR THE CREDIT VALLEY HOSPITAL FOUNDATION
$45 MILLION LIFETIME OF CARE CAMPAIGN
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IN RETROSPECT ...(SCREW UPS): BIANCA
•SMARTER S.M.A.R.T OBJECTIVES
•CONTENT LOADING
•STREAMLINE AESTHETIC PRE-LAUNCH
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IN RETROSPECT ...(SUCCESSES): BIANCA
•STORYTELLING •INTERNAL INVOLVEMENT
•REAL LIFE RELATIONSHIP BUILDING
•BENCHMARKING & SHARING SUCCESSES WITH STAKEHOLDERS
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IN RETROSPECT ...(SCREW UPS): DAVID
•CHECK YOUR DIGITAL NATIVE HABITS AT THE DOOR
•FROM STRATEGY TO TACTICS
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IN RETROSPECT ...(SUCCESSES SO FAR): DAVID
•CLARITY: ROLE OF THE FOUNDATION
•GENERATING BUY-IN, CHANGING MINDS
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THANK YOU
QUESTIONS?