This presentation discusses Xerox's social media strategy to establish thought leadership in the healthcare industry. It launched the HealthBizDecoded website and social media channels to distribute healthcare content. It analyzes metrics like increased traffic, social engagement, and influencer outreach that demonstrate the strategy's success. The presentation also outlines goals like expanding owned content assets and advocacy to continue driving thought leadership.

1. Jay Bartlett
Thought Leadership & Social Marketing
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Bay Area
August 6, 2013
socialmedia.org/blogwell

2. ©2013 Xerox Corporation. All rights reserved. Xerox® and Xerox Design® are trademarks of Xerox Corporation in the United States and/or other countries.
Thought Leadership &
Social Marketing
August 6, 2013

3. You Know Us, Right?

4. Xerox Transformed

5. Focused on Healthcare
Working with 700 hospitals, 37 states and the top 20 managed healthcare plans.

6. Content and Distribution Ecosystem
Thought
Leadership
HealthBiz
Decoded
Social
Executives
TEDMED

7. Content and Distribution Ecosystem
Thought
Leadership
HealthBiz
Decoded
Social
Executives
TEDMED

8. HealthBizDecoded.com
• Launched in April
• Geared towards
healthcare BDMs;
administrators and
operations
• Mix of original and
curated content
• Relevant 3rd party
content discovery

9. How We’re Executing
One piece of content is added
each day, shared on social
channels and pitched to other
media.

10. HealthBiz Decoded: Trusted Editorial
• Topics that are
important to the brand
• Stories like those in a
trade magazine
• Thought leadership

11. Measuring Success: Metrics

12. Measuring Success: Increased Attention

13. Measuring Success: Increased Attention

14. Key Learnings
Paid needs to support the strategy
Some stories drive clicks…
Amplify through interview subjects
…others drive social sharing

15. Key Learnings
The power of repurposing: write once, broadcast many.

16. Key Learnings
The power of repurposing: write once, broadcast many.

17. Key Learnings
The power of repurposing: write once, broadcast many.

18. Content and Distribution Ecosystem
Thought
Leadership
HealthBiz
Decoded
Social
Executives
TEDMED

19. Content and Distribution Ecosystem
Thought
Leadership
HealthBiz
Decoded
Social
Executives
TEDMED

20. Social Engagement: Industry Influencer

21. Social Engagement: @XeroxHealthcare
• 210 New followers
• 28 Followers from influencer list
• 294 Tweets
• 1,236,870 Impressions

22. Social Engagement: Promoted Tweets
• 6 tweets from @XeroxHealthcare
• Engagement rates: .81% (timeline), 1.93% (in-search)
• Feature article bitly: more than 900 clickthroughs
• High number shows the effectiveness of supplementing
high-performing organic tweets with paid promotion
• Healthbiz Decoded bitly: more than 500 clickthroughs
• Impressions: 1,024,752
• Clicks: 8,255 / RTs: 57 / Replies: 13
• New followers: 194

23. Social Engagement: #SimpleHealth
• Nearly 800 mentions of
#SimpleHealth
• More than tripled goal of
influencers using
#SimpleHealth

24. Xerox in Unexpected Places

25. • Unique Visits: +102%
• Visits: +75%
• Page Views: +49%
HealthBiz Decoded @TEDMED

26. Content and Distribution Ecosystem
Thought
Leadership
HealthBiz
Decoded
Social
Executives
TEDMED

27. Content and Distribution Ecosystem
Thought
Leadership
HealthBiz
Decoded
Social
Executives
TEDMED

28. Driving Thought Leadership

29. Driving Thought Leadership
In six words, what’s your vision for the future of
health?

30. Influence Gap: Healthcare Innovation
2/1/2013 7/9/2013

31. Influence Gap: Electronic Health Records
2/1/2013 7/9/2013

32. Strong Runway Ahead
• Integrating more owned assets
• Implementing events
• Delivering exposure for SME’s
• Increased role in government affairs
• Advocacy at scale
• Increased Revenue

33. Thank You!
Twitter: @jay_bartlett

35. Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Bay Area
August 6, 2013
socialmedia.org/blogwell