BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice and answer your questions. To learn more about BlogWell, visit the event site here: http://gaspedal.com/blogwell/ For $200, attendees spend the afternoon hearing case studies from companies like: * Walmart * The Home Depot * Allstate * H&R Block * Mayo Clinic * Sharpie * Procter & Gamble * UPS * Cisco * Kaiser Permanente * US Coast Guard * Graco * Intel Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. In this presentation, Hilary explores how Kaiser Permante uses blogging to build their brand.

1. October 28, 2008
www.gaspedal.com/blogwell
www.blogcouncil.org
© 2008 GasPedal LLC. You may share this presentation if it is not altered in any way.

2. BlogWell28, 2008
October
Making Your Corporate Blog Work
g p g
For Your Brand, Not Against It

3. 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 to
be words

4. How to Begin with Blogging: Don’t Go It Alone
• Network! (Today is a good opportunity!)
• Find out who in your industry (or similar industries) is
already 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 wheel
worked, didn t don t
• We’re all in this together, in “uncharted territory” – you’ll
be surprised how generous your peers will be with you:
 Top advice we received: start with a “safe” topic
• The best way to g a g
y get good resource is to be a good
g
resource

5. Think “Best Practices” for Marketing Strategy
The f
Th foundation of a brand-supporting blog/social
d ti f b d ti bl / i l
media strategy starts with the basics of any good
marketing plan:
k ti l
 Goals & Objectives
 Strategy
 Tactics
 Metrics: What will wild success look like?
Provocative Statement: a corporate blog is simply
another marketing/communications tactic when it
comes to Brand – treat it as such

6. Strategy: Start with Research & Best Practices…
A great resource:
g eat esou ce
“Groundswell”
by Charlene Li and Josh Bernoff
(both the book and the blog,
blogs.forrester.com/groundswell)

7. Then Develop a Data-driven Social Media Strategy
Based on custom research, Kaiser Permanente
members are more apt to do specific activities
online…

8. 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 & community
p 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/thrive
Kaiser Permanante’s blog, as well as other interactive
components, are integrated i t th b d experience…
t i t t d into the brand i

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

10. Tactic: ’08 Campaign Premieres our First Widget
• Launch of our new Burn
it off! Fitness Calculator
– figure out how to burn
off snacks you’ve
you ve
consumed
• User Activity: Collecting
• Remember Usability
Testing!!
T i !!

11. Kaiser Permanente’s 1st Blog: Origins
• Started as an internal
“homegrown” enewsletter…
• Th a b d d external
Then branded t l
weekly enewsletter for
members…
• Natural step to change
format to a blog
• P i creative t l t &
Passion, ti talent
self-motivation – all a must!
(
(he has a “day j
y job” as a Find a True Brand Advocate
practicing physician!)

12. Tactic: Farmers’ Market Recipe Blog:
Farmers
kp.org/farmersmarketrecipes
Blog is doing very well – over 200,000 unique visitors so far; suits activities such as
Critiquing/Rating, Collecting & Viewing

13. Tactic: Healthy Recipe Contest on Blog
• Link from kp.org/thrive to blog
which featured a Recipe
Contest
• User Activity: Creating
• Contest rules required recipes
with fresh, healthy ingredients –
winning recipe gets featured on
blog
• Results as of Oct. 21: 19 entries


14. 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
displayed on blog
• User Activity: Critiquing/Rating
• Stats as of October 21: 3140
responses 

15. Tactic: “Sonic Branding” – Add Music to the Mix
• Part of branded music initiative,
site offers selection of music for
healthy lifestyles spiritual
lifestyles,
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 Up”
Shocked)
• User Activity: Collecting

16. Tactic: Thrive TV Ads in Video on Site
Play/view various components of
the 2008 Thrive ad campaign:
 TV – 3 commercials focusing
on key messages
 Heartbeat (Healthy Heart)
 Bicycle (Go Green)
 When I Grow up
(Mammograms)
 Radio
 Print
 Billboards and Posters
User Activity: Viewing

17. Additional: Web Content Tied to Campaign
• Environmental Health: Our Green Efforts
• Quality of our Services, with a focus on:
 Breast cancer
 Heart health
(Why aren’t we blogging about these topics?)

18. Metrics: Blog Monitoring
• Media Relations monitors the blogosphere for references of
Kaiser Permanente & reports weekly
• R t breaks t iti
Report b k out positive, neutrall and negative bl
t d ti blog
references
• So far we’ve met with success in having guest bloggers post
we ve
on various sites, addressing inaccuracies, etc.
• We now have a c oss u c o a Web 2.0 S ee g Co
e o a e cross-functional eb 0 Steering Committee ee
to take us to the next level – current focus: internal social
networking

19. Metrics: Blog-Related Media Outreach
Thrive quot;Spread Healthquot; ads on the blogosphere and on key web
sites:
• http://www.championmediaclients.com/kpthrive/index.htm with
p p p
downloadable soundbites from senior Kaiser Permanente Health
& Marketing execs; quot;Community Bikequot; ad -- now downloadable
• Other two ads, quot;Heartbeatquot; and quot;When I Grow Upquot; --
p
downloadable when they air, viewable now
• quot;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

20. Metrics: Blog-Related Media Outreach
• B k Positive The id has
Break.com: P i i – Th video h a total of 760 views as of O b 19
l f i f October
• 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 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
ads,
• Health Blog: Positive -- Review of the ads; synopsis of the message that is being conveyed
• Bikes and the City: Very p
y y positive -- You can play the ad on this site, and includes brief information
p y
from 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”
theme

21. 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
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

22. Next Steps
Phase Two of kp.org/thrive: Bigger, Better, More Interactive:
 More widgets to follow: daily brain teaser; daily office
yoga pose/instruction
 Planned future “Suite” of blogs: Exercise as Medicine;
Mind/Body/Spirit – proactive, holistic health
conversations
 More applications for branded music experience
 More polls
 Oth interactive t l (t be determined)
Other i t ti tools (to b d t i d)

23. Questions?
Hilary Weber,
Director,
Director Internet Marketing Services
Kaiser Permanente
hilary.weber@kp.org