Manage and Measure Your Brand Perception -- Ken Ericson, Xerox

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Managing Brand Perception:Xerox in HealthcareKen Ericson, Content Marketing Director for Xerox@kenericson

You Know Us, Right?

Xerox Transformed

Focused on Healthcare

Working with 700 hospitals, 37 states and the top 20 managed healthcare plans

We Have Brand Advocacy For Copiers

But not for healthcare.

Content And Social Engagement

Thought Leadership

HealthBiz Decoded

Social ExecutivesTEDMED

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Building Belief And Advocacy

• HealthBiz Decoded is an owned microsite focused on the business of healthcare

• Intentionally “far from the sun”

• Designed to build belief and join the conversation, not sell

Joining The Conversation

• We did our homework: understanding the conversations and where we fit in

• Made an commitment to trusted and relevant editorial content

How We’re Engaging

One piece of original content produced each day, amplified socially and pitched to other media.

Here’s The Key: It’s Not About Us

Here’s The Key: It’s Not About Us

Only about 30 percent of the stories have a Xerox connection.

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• Decisions from “outside in” • Stories have editorial balance

and style• Flexible to react in real-time for

breaking news

Our Newsroom Model

Creating Timely, Relevant Content

HealthBiz Decoded, July 29

Creating Timely, Relevant Content

New York Times, July 31

HealthBiz Decoded, July 29

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How We Measure Success

• Site Metrics• Increased influencer/media attention

• Increased demand for our thought leadership

• Increased awareness of Xerox as a business partner in healthcare

Measuring Success: Increased Attention

Have Infographic, Will Travel


Thought Leadership

HealthBiz Decoded


Aligned With An Influencer

Realtime Engagement: @XeroxHealthcare

• 210 New followers• 28 Followers from influencer list• 294 Tweets• 1,236,870 Impressions

Realtime Engagement: #SimpleHealth

• Nearly 800 mentions of #SimpleHealth

Realtime Social Executive

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Article CommentsByline

Interviews

In six words, what’s your vision for the future of health?

HealthBiz Decoded @TEDMED


Thought Leadership

HealthBiz Decoded


Driving Thought Leadership

Influence Gap: EHRs/EMRs

2/1/2013 8/30/2013

Influence Gap: Consumerism

2/1/2013 8/30/2013

Influence Gap: Innovation

2/1/2013 8/30/2013

Influence Gap: Technology

2/1/2013 8/30/2013

Questions?

Ken [email protected]

@kenericson

mailto:[email protected]

Manage and Measure Your Brand Perception -- Ken Ericson, Xerox

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