#SXSWh Highlights 2013@RYANSTEPHENS

Key Data Points• 6 Days• 21 Pages of Notes• 207 Tweets• 25 Miles Walked• 25 Hours Slept

W20 Group’s Social Commerce Summit

SOME APPLICABLE TAKEAWAYS FROM…

The PESO Model

“Paid media becomes the supporting actor for earned media.”

– Bob Pearson, President W20 Group

PESO = Convergence of paid, earned, shared and owned media• Paid = Banner, pay-per-click, advertorials• Earned = Traditional media + blogger outreach• Shared = Social networks that facilitate WOM• Owned = Your company’s website, Facebook page, et al.

Educate Lawyers and Leaders

Other Social Commerce Summit Highlights

• Digital data’s value should extend well beyond PR and marketing into HR, customer service, product teams, etc.

• Vanity metrics aren’t enough anymore, we want to drive business results.

• Customers review your product/service more than an R&D department ever will.

• Adrian Parker (Intuit) delivers a killer presentation connecting his relationship with his wife to how you should measure the entire marketing funnel (link/slides)

Mobile + Social

SOME APPLICABLE TAKEAWAYS FROM…

(i.e. Day #1 in AT&T Conference Center before #sxsh and other panels got started)

Is Mobile Really a Branding Vehicle?

• 75% of all consumers use 2 screens simultaneously

• How do you reduce the friction?• Asking city/state when you already have zip

• Online vs. Offline is an irrelevant argument now.

• Mobile is an access point. It’s not a channel or a tactic in your media mix.

• John Butterill’s Virtual Photo Walks

Is Mobile Really a Branding Vehicle?

What Marketers Should Ask Themselves About Social

The move from mass communication to mass communicators represents the largest disruption in communication history.

It requires a re-boot in the way we think about building brands.

--- Jeff Dachis, @DachisGroup Founder

#SXSWh Highlights

The Innovation, Data & Health Care Ecosystem

• Patients are increasingly becoming advocates for themselves.

• The US Dept of Health is Innovative. (Who knew?)• http://www.hhs.gov/open/

• Technology is catalyst/accelerant, but tech isn’t solution if culture and processes aren’t in place.

• The three prongs to an open data program:• Data liberation• Data Accessibility• Data Education

• [Interesting]: Working w/ Code Academy to create classes for people who want to hack healthcare.

Contagious Content: Making Healthy Behavior Stick

• “Health is the new hustle.”

• We live in a culture that is pro-active about their own health.

Information Overload & Health Decisions

Following the Patient for Meaningful Change

• Ethnographic research to find core issues & solve problems through design

• Create profiles (ex: chronic vs. acute patient)

• Patient Experience mapping to clinical adoption

• The big brands don’t disrupt and small, mobile teams are nipping at margins

(1) Systems are transparent & clear to all

(2) Communication is productive & seamless

(3) Decision-Making is informed

Kaiser Permanente & Mayo Clinic are reinventing healthcare delivery

Digital Health Changes Everything

#MDigitalLife

• MDigitalLife Trailer

• Database of nearly 1,400 U.S. doctors on Twitter and linked to NPI (National Provider Identifier).

• They tweet over 2x per day on average.

• More than 50% of tweets sent between 9am & 5pm

• 2/3 have at least 150 followers (the median is 306)

• More than 1/3 of the doctors are followed by at least 20 other doctors in the database.

• How innovative physicians are leveraging social media tools like Twitter to improve the health of their patients, to grow their practices, to connect with their peers, and to create a platform for influencing the future of healthcare. (Scientific & Quantitative)

From @Chimoose at Social Commerce Summit, but fit better here.

Other #SXSWh Highlights

• Healthcare is trusted less than banks and big business

• Healthcare moves SLOW• Start small and find advocates to champion your efforts