how blue cross blue shield of michigan engages in social media with ahealthiermichigan.org
DESCRIPTION
My presentation for the Kalamazoo Tweetup on March 18, 2011.TRANSCRIPT
How Can a Health Insurance Company Do Social Media?
An Inside Look at Blue Cross Blue Shield of Michigan's A Healthier Michigan: http://AHealthierMichigan.org
2
About Me, Shannon PaulJoined BCBSM in June 2010
! Background in merging traditional PR with digital communications with a specialization in social media strategy, community and audience development.
! NHL Detroit Red Wings! Online Division of PEAK6
! Privately held company headquartered in the Chicago Board of Trade
! Parent company of several web-based businesses including online brokerage, OptionsHouse.
! My blog: Very Official Blog: http://VeryOfficialBlog.com
! Adjunct instructor at Madonna University
3
Agenda
1. Shifting to an Iterative Process
2. Focusing on People3. Using Twitter,
Facebook and Flickr4. Measuring Success
4Photo Credit: rich13
Shifting to an Iterative Process
5
Redesign Launched in January 2010! Increasing Search Engine Traffic
! New, flexible WordPress platform ! SEO-friendly writing
! Building Our Audience! Audience-centric content in series format! Subscription options to site content! Easy-to-use sharing features! No login required
! Aligning with Corporate Goals! Create trust and authority with search engines and
PEOPLE! Build relationships through shared interests and
relevant content
6
People are Searching for Health Online! 80% of Internet users look up health information
online (Pew Internet & American Life Project)
MedHelp.org is the world's largest online community dedicated to health topics. The site boasts more then 12 million visits per month.
7
Why Your Health is Important to BCBSM
! Michigan has the 10th most obese population in the U.S.
! Obesity-related health care costs are nearly $3 billion per year -Center for Healthcare Research and Transformation
! Helping Michigan residents live healthier lives is in everyone's best interest
8
Health IS Social! Diet and exercise are
important for living your best life, but so is living in a thriving community with a healthy business environment and strong economy
! Community health and individual health are inseparable from one another
Photo Credit: lasmadrinas
9
Our People, Our Expertise
http://www.ahealthiermichigan.org/about/our-team/
10
Jodi Davis http://www.ahealthiermichigan.org/jodidavis
@WalkyTalkJODI
11
Grace Derocha and Angie Jenkins
http://www.ahealthiermichigan.org/author/gracedietitian/ http://www.ahealthiermichigan.org/author/ajhealthcoach/
@GraceDietitian@AJHealthcoach
12
Sven Gustafson
http://www.ahealthiermichigan.org/author/sgustafson/
@sveng
13
GuestsGuest bloggers on A Healthier Michigan include: Michigan Hospital Association Senior Vice President, Sam Watson; and Lansing-resident/weight-loss success, Jon Stanton, among many others.
14
Facebook and Twitter
http://facebook.com/HealthierMIhttp://twitter.com/HealthierMI
15
Flickr
http://flickr.com/photos/HealthierMI
16
Measuring Success! Key Performance Indicators (KPIs):
! Overall site traffic! Number of referring sites! Inbound traffic from social networks! Inbound traffic from organic search! Email and RSS subscriptions! On-site ad performance! Increased awareness of our BCBSM's
social media presencePhoto Credit: agyorke102
17
Q&A and Thank you!! Contact Me:
" http://Twitter.com/ShannonPaul " http://LinkedIn.com/in/ShannonPaul" http://Facebook.com/ShannonPaul " [email protected]
! Other Blue Cross Blue Shield of Michigan Social Media:" http://news.bcbsm.com" http://BCBSMblog.com" http://Twitter.com/BCBSM" http://Twitter.com/BCBSMnews" http://Facebook.com/BCBSM