The document discusses Siemens Healthcare's approach to social media engagement. It outlines that Siemens uses social media to understand customer needs, provide thought leadership, and manage its brand and reputation. The document provides examples of Siemens' social media channels and initiatives, including platforms like YouTube, Twitter and Facebook. It also describes expert communities and industry blogs that Siemens supports. Finally, the document emphasizes that social engagement requires a long-term commitment to listening to audiences and providing quality, relevant content.

1. Siemens Healthcare:
Engagement in Social Media
Linda A. Brunner
Vice President
Siemens Medical Solutions USA, Inc.
© Siemens 2012. All rights reserved.

2. About Siemens Healthcare…
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3. Social Perspectives
User needs – B2B corporate directive –
Online / mobile platforms to: Learn from Customers, Partners
 Find each other, based on and Prospects, and help solve their
common interests problems
 Interact / share / discuss
information and opinions Support specialist communities of
interest, to foster thought
 Collaborate to recombine ideas
in new ways leadership
The future of business is about relationships
– Social Media provides opportunity to interact and create experience.
Platforms will evolve and change, but people’s basic needs do not.
Social engagement requires a long-term commitment!
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4. Approach to Social Engagement
 Hearts-and-Minds + Voice-of-the-Customer Advantages
 Brand, Thought Leadership, Reputation / Relationship Management
 Engage Meaningfully: Deliver Quality Content and Service
 Listen and Learn How to Deliver Value
 Compliant Guidelines and Processes
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5. Some Basics: Plan to Use the Right Channel
Facebook Marketing
Executive:
“B2B is not our
sweet spot…”
Hubspot 2011:
”Facebook is like
your local pub,
LinkedIn is like a
tradeshow.”
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6. Some Basics: Plan for Group Dynamics
Reviewed Repository Facilitated Community Social Networks
Contributors
Reviewers = Facilitator
Increasing engagement + resource needs + potential risk
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7. General Process for Social Initiatives
…First “Listen & Learn”
 Understand your audience’s
Select
Listen needs and behaviors, to add
relevant
& learn value via the best channel
platforms
etc.
 Decide: Own or Sponsor
Continue Develop  Allocate resources for solid
the dialogue your content pipeline and 24/7
with your audience Keep your plan coverage of defined processes
KPI* in mind
 Define processes to:
 Monitor
 React
Implement
Discuss
your  Escalate
your topics
plan
Initiate a  Develop your internal team:
dialogue  Channel Manager
with your  Topic Expert(s)
audience  Reviewers/Approvers
*KPI – Key Performance Indicator
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8. Some Examples…
www.youtube.com/siemens
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9. …Siemens Experts on Key Topics
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10. Some Examples…
Siemens Healthcare on Twitter
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11. Global “Pink Ribbon” Campaign
A Model for Engagement
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12. Pink Ribbon…Goes Around the World
Apotheken-umschau.de brigitte.de focus.de Hospimedica.com Imedo.de KMA-
Klinik Management Aktuell lifeline.de Krankenhaus Umschau Onmeda.de
Superbanner Medium Rectangle e-Newsletter Lead Sponsor Banner Bigsize
ContentAd TextAd Advertorial press release Online Banner Flyer Poster
Website Patient brochure Pre-Announcement supersign time square
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13. 94 Countries Build a Ribbon of Hope
with More Than 13,000 Pictures
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14. Turn Your City Pink (www.siemens.com/pink)
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15. Some Examples…
Siemens Healthcare on Facebook
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16. Some Examples…
Expert Communities and Industry Blogs
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17. www.healthworkscollective.com:
Sponsored Community
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18. “Who” is the Community?
 1400 members, comprised of various professions:
 90 contributing bloggers covering such topics as:
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19. Some of Best Thinkers on Healthcare Including…
Joseph C. Kvedar, MD Marya Zilberberg, MD, MPH
Founder & Director of the Founder & CEO of EviMed
Center for Connected Health Research Group LLC
Shahid N. Shah
Kenneth Thorpe, Ph.D. CEO of Netspective
Chair of Health Policy & Communications, Healthcare IT
Management, Rollins School of
Public Health of Emory University
John Glaser, Ph.D.
CEO of Health Services, Siemens
Howard Luks, MD Healthcare
Chief of Sports Medicine and
Arthroscopy, Digital Strategist
David Williams
Co‐founder of MedPharma
Partners LLC
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20. Key Takeaways…
 Think relationship-building
– Not isolated campaigns
 Think like a publisher
– Engage, don’t push
 Invest the time to listen (Photo)
– Learn from your audience
 Deliver relevant content
– Focus on needs & deliver value
 Measure
– Strive for continuous improvement
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21. Thank You for Your Attention!
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