Having Fun with Social Media in Regulated Industries

SOCIAL MEDIA ANDREGULATEDINDUSTRIESHow to Have Fun AND Stay Out of Trouble

About Me2  Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan  Twitter: @ShannonPaul  Blog: http://VeryOfficialBlog.com  Experience managing social media for health care, financial services and professional sports organizations Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan

3 Challenge #1: Confusion Social Media is Not Well Understood in Regulated Industries Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan

4 Love/Hate Relationship with Social Media 70% of All Companies Ban Access to Social Networking Sites

BUT, Demand for Social Skills is5 Skyrocketing Demand for social media skills is up 94 percent since 2010

Social Media is Inevitable6 Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan

7 Challenge #2: Rules Planning and Approval Processes Deter Real-Time Communication Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan

8 Is Social Media Worth the Effort? When plans align and support existing business initiatives, the effort makes sense and the rewards are apparent

Activity vs Impact?9  How much work goes into a single tweet or status update?  Does engagement pose additional risks?  Does your activity create more work for others?  Do approval requests contain enough context? Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan

10 Solution #1: Plan Helping Others Understand EXACTLY What You Would Like to do with Social Media Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan

Real Strategies Align & Accrue11 Your social media strategy should align with parent business strategies Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan

Look Inward12  Know thyself:  Operational alignment or one-off experiment?  Hint: Without operational alignment, you have a one-off experiment  One-off experiments often grow up into programs that align and accrue to business goals  Who’s your daddy?  Get clear on overarching business goals and objectives  Understand the parent strategy you wish to support with social media activity  Competitive Analysis  Where are your competitors? Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan

Build a Scope of Conversation13  What is the role of your brand in each social network: Who you will/won’t be  Are you a facilitator or a participator?  Will you be instructive or simply share a “behind the scenes” experience  Will you be proactive – create content for social audiences to interact with? Or reactive – responding only to customer complaints or mentions? Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan

14 Solution #3: Get Permission Using Your Plan to Articulate the Risks and Rewards of Your Proposed Social Media Engagement Strategy or Campaign Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan

How Lawyers Often Think15 Articulate the risks and rewards of your social media engagement strategy

Recipe for Success: Precision16  Explain exactly what you want to do and how you plan to do it  This does not mean telling legal you want to “get the company on Facebook” – this is not a plan  Explain exactly what you need from them  Disclaimer for known risks  Terms and conditions  Research and identify potential risks  Explain the strategic goal for your activity in terms of your parent strategy and how your social media tactics align  Explain the opportunity risk of NOT doing what you propose Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan

CASE STUDYHow Blue Cross Blue Shield of MichiganUses Social Media

BCBSM’s Approach to Social18 Media  Ecosystem approach to social content focused on: • Strengthening relationships with community stakeholders, • Building trust and authority on issues of health and wellness for all Michigan residents • Extending brand and value proposition to social networks (go where the people are) • Twitter: • @BCBSM • @BCBSMnews • @HealthierMI • Facebook • Facebook.com/BCBSM • Facebook.com/HealthierMI Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan

Make Internal Expertise19 “Social” Our blog, A Healthier Michigan grew from 9,000 page views in January 2011 to more than 58,000 page views in January 2012 Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan

20 Find the FUN! Looking for Opportunities to Align Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan

Event Sponsorships21 Increased broadcast media exposure for company sponsorship of a local festival at no additional cost Great boost to employee morale More than 5,000 views on YouTube Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan

Sports and Cause Marketing22 Monday Night Football Breast Cancer Awareness PSA with Matthew Stafford linked to aHealthierMichigan. org aHealthierMichigan. org profiled breast cancer survivors who accompanied BCBSM CEO Dan Loepp onto the field for ACS donation “Curable Towels” passed out to fans at the game, and given to @HealthierMI followers as trivia prizes after the game Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan

Press Conferences23 Social media influencers and bloggers (including those from other downtown Detroit businesses) were invited to our ribbon- cutting press event at Detroit’s iconic Renaissance Center Paul, Social Media Manager, Blue Cross Blue Shield of Shannon Michigan

Loyalty Programs24 Holiday promotion for Healthy Blue Xtras – BCBSM’s member discount program leveraged social media content to drive interest and engagement Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan

25 Bringing it Home Why “fun” matters Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan

“Fun” Can Bring Value to Your26 Business  Looking for external opportunities to use social media to boost outcomes helps:  Establish business processes to support effective social media engagement with relatively few risks to the organization  Build internal relationships you need to support a sustainable social media presence  Build external online relationships before you need them  Humanize the organization  “Normalize” social media as a business tool  Rationalizes the need for a budget to become a functional area of your business Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan

THANK YOU!27  Q&A  Shannon Paul  Twitter:@ShannonPaul  Blog: http://VeryOfficialBlog.com  Email: shannonpaul5@gmail.com Shannon Paul, Social Media Manager, Blue Cross Blue Shield of Michigan

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Having Fun with Social Media in Regulated Industries

by Shannon Paul

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