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What Health Care can Learn about Social Media
from a Grocery ChainBy Keith Boswell
Director of Social Strategy – Meijer, [email protected]
Agenda• What I learned in Health Care• What Health Care can Learn from Retail• When HIPAA and Retail Collide• The power of customer surprise and delights• Fostering positive conversations• The combined power of partners in your ecosystem• Using social media to improve in-store experience and service• Training and the power of spreading the word• Politicians and Politics (Ambassadors Rule)
• Q & A
Bio• 20 years in digital marketing
• 3 start-ups• Web design• Digital marketing• Chief Digital Officer consulting
• Digital Agencies working with Kaiser, Expedia, Microsoft, Capital One, Dell, HP, Tyco Electronics and more
• Dir. of Digital Marketing & Social Media for Kaiser Permanente - 5 years
• Dir. of Social Media Strategy for Meijer, Inc.1 year
@keithboswell
What I Learned in Health Care - The Bad• Stagnation by committee
• Moving fast and blowback
• Big dreams are hard to digest
• Coordinating health plans, professional care & facilities takes months/years
• Education isn’t enough, people have to learn the hard way
• Leadership without context & purpose is wasted time
What I Learned in Health Care -The Good• Start small & create demand
• Working face to face creates momentum
• Willingness to move cautiously
• Speak to every what-if in presentation decks• Get them out of the way and have slides ready, others will use them
• 3rd party partners need education, transparency & information
• Develop frameworks and playbooks for local adaptation• Everyone won’t work the same• Give them the flexibility to shine
• Partnership between Marketing, PR & Comms/Customer CareA MUST
How did it feel?
vs.
24/7 Grocery & Pharmacy Supercenter• Never slows
• Bananas turn every 45-60 minutes, everyday
• Community Hub, just like a hospital
What was it like moving to Retail?
• Promotions & Performance throw quick turning curves
• Major Meat Emergenciesneed their own ER entrance
When HIPAA & Retail Collide• Cake Decoration, Customer Service &
Autism
• Initiated by a customer, wasn’t driven by Meijer
• #1 trending topic on FB for 8 hours
• Positive attention from people all over the world
• Negative feedback from some in the Autism community
When HIPAA & Retail Collide
What do Customers expect from us?• Customer Service Desk
• Operations Support• In-Stock• Fast Checkout• Cleanliness of Facilities
• A friend
• Sales & Promotions
• To hold ourselves toour standards
Surprise & Delights• The power of customer
surprise and delights
• Liking their Tweets or Posts
• Thanking them & engaging in a dialogue
• Sending them something out of the blue
Nurturing the Good• Fostering positive
conversations
• Napoleon on Sandy
• Cashier in Ohio
• Kids that want to be future employees
Partners Extend Your Reach• The power of
partners in your ecosystem
• Easter Election Campaign
VS.
On Twitter
On Twitter
On Twitter
Campaign Stops
Brand Support
Listening and Reacting• Using social media to improve
in-store experience and service
• Hi-C EctoCooler
• Pilots to speed up in-store resolution based on monitoring
• Feedback loop shared regularly with Store & Market leadership
Social Media Bootcamps• Training and the power of
spreading the word
• Over 100 marketers and internal & external partners have attended
• Anywhere from 2 hours to all day
• Changed perception of the channels and the teams value
Politics Matter• Being an Ambassador is well received if you’re
humble & aggressive
• Building bridges outside of your area of focus gets you permission to move
• Accelerate your plans by sponsoring others
• Plant seeds and watch them grow• Talking about customer care from Day 1 – now it’s
staffed• Operations support ideas from the earliest meetings,
now being scoped
The only thing holding you back…
• Believing a culture can’t be changed
• Requires study and a plan
• Communication & expectation management are critical
• Psychology is 30-50% of what I do depending on the day• Show how you can help others win by supporting you• Get to know people before you recommend an uncomfortable path• Find their triggers – good and bad• Communicate with the soft side
Questions/Comments• Thanks to Lee Aase
& The Mayo Clinic Social Network team
• Connect with me on LinkedInhttps://www.linkedin.com/in/boswellkeith
• Send me an [email protected]
• Twitter@keithboswell
