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Corporate Blogging für Krankenhäuser

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http://www.der-gesundheitswirt.de

Published in: Health & Medicine
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Corporate Blogging für Krankenhäuser

  1. 1. Corporate Blogging für Krankenhäuser Martin Schleicher | Care Camp Köln | 21.-22. Mai 2016 | Köln
  2. 2. FACEBOOK © 2016 der gesundheitswirt | www.der-gesundheitswirt.de VORTEILE  Facebook ist Mainstream!  Große Reichweite  Neben der Google Suche größter Traffic- Lieferant (Clicks, Views etc.)  Gute Messbarkeit mittels Insights NACHTEILE  Wenig Gestaltungsmöglichkeiten  Nutzungsrechte von Inhalten  Kaum Kontrolle  Sichtbarkeit der Inhalte bei den Zielgruppen (organisch vs. werbefinanziert)  Haufenweise Facebook-Seiten  Keine Suchmaschinenoptimierung (nur Seite)
  3. 3. CORPORATE BLOG © 2016 der gesundheitswirt | www.der-gesundheitswirt.de VORTEILE  Vielfältige Gestaltungsmöglichkeiten  Volle Kontrolle (Domain, Inhalte etc.)  Gute Sichtbarkeit bei Google zu den verschiedenen Themen und Stichwörtern  Suchmaschinenoptimierung möglich  Frei zugänglich  Vernetzung mit Webseite und anderen Kanälen möglich NACHTEILE  Mehr Aufwand (Planung, Recherche, Erstellung der Inhalte, etc.)  Hoher Personalaufwand (mehrere Autoren)  In der Wahrnehmung „antiquiert“  Verlagerung von Dialogen zu Facebook & Co.
  4. 4. Wie finde ich Themen? • News-Aggregatoren: Rivva.de, 10000flies.de • Trending Topics: Google Trends, Twitter • Twitter-Recherche: https://twitter.com/search-home und https://twitter.com/search-advanced • Beobachtung der Konkurrenz per Facebook-Liste „Krankenhäuser“: http://bit.ly/psf_fb_liste und per Fanpage Karma: http://bit.ly/psf_fpkarma • Gesundheits- und Aktionstage: Bundeszentrale für gesundheitliche Aufklärung, Kleiner Kalender, Wikipedia
  5. 5. Themen im Unternehmen: Augen und Ohren offen halten!
  6. 6. Status Quo in Deutschland
  7. 7. 2013: 2Blogs 2014: 6Blogs 2015: 6Blogs 2016: 3Blogs
  8. 8. 48 Corporate Blogs 30 mit Kommentar- funktion
  9. 9. 1 Newsroom
  10. 10. 3 Fachblogs
  11. 11. 10 Themenblogs
  12. 12. 11 Online-Magazine
  13. 13. 23 klassische Blogs
  14. 14. CORPORATE BLOG © 2016 der gesundheitswirt | www.der-gesundheitswirt.de NETZWERK (Fans, Follower, Abonnenten) 1. Universitätsklinikum Halle (Saale): Wissenschaftsblog der Universitätsmedizin Halle (Saale) (25.449 Fans, Follower etc.) 2. Malteser Hilfsdienst: Malteser Blog (18.589) 3. Sana Kliniken: Sprechende Medizin (17.224) 4. Asklepios Kliniken Hamburg: Wir pflegen Hamburg (17.074) 5. ARCUS Kliniken Pforzheim: ARCUS Klinik-Blog (10.053) 6. Rhein-Jura Klinik: Rhein-Jura Blog (8.456) 7. Klinikum Bielefeld: visite (8.097) 8. Universitätsklinikum Heidelberg: Tarifblog / Klinikticker (7.434) 9. Uniklinik RWTH Aachen: ACgesund (7.135)
  15. 15. Markus Pflugbeil: „Corporate Blogs, die meinen, sie könnten einen Blog wie eine Webseite betreiben, werden mit ziemlicher Sicherheit scheitern. Sie werden keine, oder zumindest kaum, Beachtung finden, weil das wesentliche Element – die Persönlichkeit und die Vernetzung – fehlt.“
  16. 16. E-Mail: info@martin-schleicher.de Twitter: @gesundheitswirt Facebook: facebook.com/gesundheitswirt

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