SocialMedia.orgVideo Case Studies

Vince Golla

‘Show, Don’t Tell’ on Social Media and a Shoestring: Using a Video Blog to

Share Our Stories

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellLos Angeles

December 5, 2012socialmedia.org/blogwell

‘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

2 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only. December 11, 2012

In 20 Minutes We Will …

Our Challenge

Why a Video Blog?

Syndicate, Syndicate, Syndicate

Feeding the Beast

Future Spinoff: #kphealthychats

3 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only. December 11, 2012

Our Challenge (Yours Too?)

4 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only. December 11, 2012

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

5 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only. December 11, 2012

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)

6 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only. December 11, 2012

Why a Video Blog?

Early Efforts to Show, Not Tell

7 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only. December 11, 2012

Early Efforts to Weave Owned into Earned

A Driver for Us (and for You?): Earned Media WILL SOON OVERSHADOW PAID MEDIA*

Earned media:

500M impressions

Growing at 30%

Paid media

1.9B impressions

Growing at 8%

Owned/controlled media

*Arthur Page Society 2011

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

Anatomy of Our Video Blog

11 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only. December 11, 2012

Members

submit own

stories

Features

change each

month

Spotlight on

MDs, staff Nav mirrors

PR areas of

focus

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.

Showing Happy Members = Showing Expert Medicine

Spotlight on physicians, nurses and

staff

Showcases expertise,

compassion

Lets members “show” our

expert medicine message

14 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only. December 11, 2012

Syndicate, Syndicate, Syndicate

Video Blog Promotion Opportunities

Care Story

Marketing

Advertising

Presos

Waiting Room Video

Media Outreach

Speaking Opps

Meetings

Social Media

Do This 3-4 Times a Month, and …

16 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only. December 11, 2012

Old School + New School = Brand Success

50-plus requests for colon cancer screening kits

4,500 views in four days

15,000 blog views

267,000 “opens” of eNewsletter

18 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only. December 11, 2012

Now That We’ve Built the Perfect Beast, How On Earth Do We Feed It?

When The Onion Says “More Videos!”, You Must Be Onto Something

Viewers Consuming User-Generated Content as News – Enough So to Lay Off ‘Real’ Journalists

Making the ROI Pitch

Canon 60D+lens: $1,400

Spare battery: $50

3x32GB SD cards: $100

Ravelli tripod: $200

LED light panel & stands: $375

Kata camera bag: $200

iPhone glif/audio: $50

(3) Corded lav mics: $80

Shotgun mic: $175

INVESTMENT: $2,630

Camera Crew: $1,000/day

Editor: 12 hoursX$125/hr.

Transportation: $500

Support/Admin.: $250

Incidentals: $100

BUDGET, 3 min. vid: $3,500

“Hire It Out” “Do It Yourself”

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

23 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only. December 11, 2012

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

The Spinoff - #kphealthychats

24 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only. December 11, 2012

Bringing It Full Circle – The Original Care Story, Now a Thrive Ad

http://bit.ly/marygthrive

25 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only. December 11, 2012

26 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only. December 11, 2012

Questions?

vince.golla@kp.org 510-271-6007 @vincegolla

Learn more about past and upcoming BlogWells

socialmedia.org/blogwell

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellLos Angeles

December 5, 2012socialmedia.org/blogwell