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How Blue Cross Blue Shield of Michigan Engages in Social Media with


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My presentation for the Kalamazoo Tweetup on March 18, 2011.

My presentation for the Kalamazoo Tweetup on March 18, 2011.

Published in: Business, Economy & Finance
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  • 1. How Can a Health InsuranceCompany Do Social Media?An Inside Look at Blue Cross Blue Shield of Michigans A Healthier Michigan:
  • 2. About Me, Shannon Paul Joined 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: ● Adjunct instructor at Madonna University 2
  • 3. Agenda 1. Shifting to an Iterative Process 2. Focusing on People 3. Using Twitter, Facebook and Flickr 4. Measuring Success 3
  • 4. Shifting to an Iterative Process Photo Credit: rich13 4
  • 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 5
  • 6. People are Searching forHealth Online● 80% of Internet users look up health information online (Pew Internet & American Life Project) is the worlds largest online community dedicated to health topics. The site boasts more then 12 million visits per month. 6
  • 7. Why Your Health isImportant 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 everyones best interest 7
  • 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 Photo Credit: lasmadrinas individual health are inseparable from one another 8
  • 9. Our People, Our Expertise 9
  • 10. Jodi Davis @WalkyTalkJODI 10
  • 11. Grace Derocha and Angie Jenkins @GraceDietitian @AJHealthcoach 11
  • 12. Sven Gustafson @sveng 12
  • 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. 13
  • 14. Facebook and Twitter 14
  • 15. Flickr 15
  • 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 BCBSMs Photo Credit: agyorke102 social media presence 16
  • 17. Q&A and Thank you! ● Contact Me: – – – – ● Other Blue Cross Blue Shield of Michigan Social Media: – – – – – 17