October 28, 2008www.gaspedal.com/blogwellwww.blogcouncil.org

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BlogWell October 28, 2008

Making Your Corporate Blog Work g p gFor Your Brand, Not Against It

Overview of Kaiser Permanente

• Largest integrated healthcare organization in United States• Currently have nearly 9 million members across the country• Offer both health coverage and health care facilities/clinicians• Largest active electronic medical record system on the planet

Brand Positioning: Health Advocacy – proactively helping people to be as healthy as they can be In other words we help people tobe as healthy as they can be. In other words, we help people to

How to Begin with Blogging: Don’t Go It Alone• Network! (Today is a good opportunity!)• Network! (Today is a good opportunity!)• Find out who in your industry (or similar industries) is already blogging successfully to support their brandalready blogging successfully to support their brand• Reach out to them to find out how they approached it –what worked what didn’t – don’t reinvent the wheelwhat worked, what didn t – don t reinvent the wheel• We’re all in this together, in “uncharted territory” – you’ll be surprised how generous your peers will be with you:be surprised how generous your peers will be with you:

Top advice we received: start with a “safe” topic

• The best way to get a good resource is to be a good y g g gresource

Think “Best Practices” for Marketing Strategy

Th f d ti f b d ti bl / i l The foundation of a brand-supporting blog/social media strategy starts with the basics of any good

k ti lmarketing plan: Goals & Objectives Strategy Strategy Tactics Metrics: What will wild success look like?Metrics: What will wild success look like?

Provocative Statement: a corporate blog is simply another marketing/communications tactic when it another marketing/communications tactic when it comes to Brand – treat it as such

Strategy: Start with Research & Best Practices…

A great resource:g eat esou ce“Groundswell”

by Charlene Li and Josh Bernoffby Charlene Li and Josh Bernoff(both the book and the blog,

blogs.forrester.com/groundswell)blogs.forrester.com/groundswell)

Then Develop a Data-driven Social Media Strategy

Based on custom research, Kaiser Permanente members are more apt to do specific activitiesonline…

Objective: Increase Brand Awareness & Engagement

2008 “Thrive” Brand Awareness Campaign to support the branded message of “Spread Health”:

Personal Health Environmental Health/Sustainability Viral “Spreading of Health” with both members & communityp g y

• Brand Campaign launched August 4th (timed with Olympics)• Major offline/online ad campaign, centered around TV ads, drives to interactive mini-site – kp.org/thriveKaiser Permanante’s blog, as well as other interactive

t i t t d i t th b d icomponents, are integrated into the brand experience…

Tactic: kp.org/thrive as Hub for Interactive Components

Tactic: ’08 Campaign Premieres our First Widget

• Launch of our new Burn it off! Fitness Calculator it off! Fitness Calculator – figure out how to burn off snacks you’ve off snacks you ve consumedUser Activity: Collecting• User Activity: Collecting

• Remember Usability T i !!Testing!!

Kaiser Permanente’s 1st Blog: Origins

• Started as an internal “homegrown” enewsletter…Th b d d t l • Then a branded external weekly enewsletter for members…

• Natural step to change format to a blogP i ti t l t & • Passion, creative talent & self-motivation – all a must! (he has a “day job” as a Find a True Brand Advocate( y jpracticing physician!)

Tactic: Farmers’ Market Recipe Blog: Tactic: Farmers Market Recipe Blog: kp.org/farmersmarketrecipes

Blog is doing very well – over 200,000 unique visitors so far; suits activities such as Critiquing/Rating, Collecting & Viewing

Tactic: Healthy Recipe Contest on Blog

• Link from kp.org/thrive to blog which featured a Recipe ContestContest

• User Activity: Creating• Contest rules required recipes Contest rules required recipes

with fresh, healthy ingredients –winning recipe gets featured on blogblog

• Results as of Oct. 21: 19 entries

Tactic: Real-time Polling Feature on Blog

• Interactive poll (launched with campaign) asks simple but provocative questions about food, farmers’ markets and cooking: results instantly cooking: results instantly displayed on blog

• User Activity: Critiquing/Rating• User Activity: Critiquing/Rating• Stats as of October 21: 3140

responses responses

Tactic: “Sonic Branding” – Add Music to the Mix

• Part of branded music initiative, site offers selection of music for healthy lifestyles spiritual healthy lifestyles, spiritual healing & peace of mind

• Music vendor: Rumblefish• Site also plays music from

Thrive TV ad campaigns (e.g. “When I Grow Up” by Michelle When I Grow Up by Michelle Shocked)

• User Activity: Collecting

Tactic: Thrive TV Ads in Video on SitePlay/view various components of Play/view various components of the 2008 Thrive ad campaign: TV – 3 commercials focusing

on key messages Heartbeat (Healthy Heart) Bicycle (Go Green)Bicycle (Go Green) When I Grow up

(Mammograms) Radio Radio Print Billboards and PostersBillboards and Posters

User Activity: Viewing

Additional: Web Content Tied to Campaign

• Environmental Health: Our Green Efforts• Quality of our Services, with a focus on:Quality of our Services, with a focus on:

Breast cancer Heart health

(Why aren’t we blogging about these topics?)

Metrics: Blog Monitoring

• Media Relations monitors the blogosphere for references of Kaiser Permanente & reports weeklyR t b k t iti t l d ti bl • Report breaks out positive, neutral and negative blog references

• So far we’ve met with success in having guest bloggers post • So far we ve met with success in having guest bloggers post on various sites, addressing inaccuracies, etc.

• We now have a cross-functional Web 2.0 Steering Committee e o a e a c oss u c o a eb 0 S ee g Co eeto take us to the next level – current focus: internal social networking

Metrics: Blog-Related Media Outreach

Thrive "Spread Health" ads on the blogosphere and on key web sites:

• http://www.championmediaclients.com/kpthrive/index.htm with p p pdownloadable soundbites from senior Kaiser Permanente Health & Marketing execs; "Community Bike" ad -- now downloadable

• Other two ads, "Heartbeat" and "When I Grow Up" --pdownloadable when they air, viewable now

• "Share the Breath“ ad, celebrating Hawaii's 50th Anniversary --downloadable

• As of October 19, “Community Bike” ad on YouTube has more than 10,000 views

Metrics: Blog-Related Media OutreachB k P i i Th id h l f 760 i f O b 19• Break.com: Positive – The video has a total of 760 views as of October 19

• Trusted.md: Positive -- The blog posted here reviewed the ad in a positive light; There was a synopsis of the message being conveyed and detail of the positive points of the KP ad; Points visitors to the Champion Media Web sitevisitors to the Champion Media Web site

• The Health Business Blog: Positive -- Review of the ads, posting about the news

Low Carb Market: Positive Links to the ads posting about the news • Low Carb Market: Positive -- Links to the ads, posting about the news

• Health Blog: Positive -- Review of the ads; synopsis of the message that is being conveyed

• Bikes and the City: Very positive -- You can play the ad on this site, and includes brief information y y p p yfrom the release. The blogger said, “Kudos to Kaiser's media agent for the best feeling in front of the tube”

• Bicycle.net: Very positive -- You can play the ad on the site. The blogger said, “This is a great commercial by the HMO Kaiser Permanente for the Beijing Olympics. It has a very good theme”commercial by the HMO Kaiser Permanente for the Beijing Olympics. It has a very good theme

Metrics: Blog-Related Media Outreach

• Digg: Positive – short posting that included the release’s messages

• MyLot: Positive -- Repurposing of The Health Business Blog; Review of the ads; posting about the news; Points visitors to the Champion Media Web ads; posting about the news; Points visitors to the Champion Media Web site

• Cafes & Wineries: Positive/Neutral – short posting about the new ads

• HealthLeaders: Neutral – the posting picked up basic facts about the new ads from the Business Journal article

• SiloBreaker: Positive -- Reviews of ads, synopsis of message being conveyed

• Tribble Agency Blog: the blogger included the entire press release• Tribble Agency Blog: the blogger included the entire press release

Next Steps

Phase Two of kp.org/thrive: Bigger, Better, More Interactive: More widgets to follow: daily brain teaser; daily office

yoga pose/instructionyoga pose/instruction Planned future “Suite” of blogs: Exercise as Medicine;

Mind/Body/Spirit – proactive, holistic health conversationsconversations

More applications for branded music experience More polls

Oth i t ti t l (t b d t i d) Other interactive tools (to be determined)

Questions?

Hilary Weber, Director Internet Marketing ServicesDirector, Internet Marketing ServicesKaiser Permanente hilary.weber@kp.org