MSU Social Media HAPlications

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I owe so much to this MSU Social Media Drivers License Class! Before I took this class, my social media experience was practically nonexistent. I joined Linkedin and accepted invitations, but never completed my profile or posted comments. I visited YouTube occasionally to watch my 15-year-old niece’s videos, and read the comments to make sure she didn’t have any perverts following her.

I’m the public relations director of Health Alliance Plan. The main reason why I took this class was to learn more about social media, and then figure out how to apply what I’ve learned to HAP’s social media public relations strategies, so this presentation touches on the HAPlications of social media!. I’ll also share with you how the Henry Ford Health System and health insurers are using social media.

The first task is to educate HAP’s senior management about social media and convince them that HAP needs a social media presence, so here’s a little taste of a presentation to try to win them over to the social media side. Please let me know if I’ve prepared a convincing argument! At least 60% of Americans use some form of social media More than half (59%) of these users interact with companies on social media Web sites; one in four interacts more than once per week One-third of younger, hard-to-reach users (ages 18-34) believe companies should actively market to them via social networks Source: Cone’s 2008 Business in Social Media Study: www.coneinc.com/content1182 Facebook or Myspace Accounts: Three in four 18-34 year olds (the “young healthy”) One in four age 55 and up Women are more likely than men (52% versus 45%) These three audiences are crucial to HAP’s success. Twitter: 8% of 18-34 year olds 7% of 35-44 4% of 45-54 1% of 55 and older. Source: Nationwide survey of 2,220 U.S. adults surveyed online between March 31 and April 1, 2009 by Harris Interactive.

Our customers expect HAP to have a social media presence! HAP excels in customer satisfaction…JD Power two years in a row, listed in U.S. News & World Report , America’s Best Health Plans…and a leading national consumer magazine just ranked us very high nationally, so explaining how social media can impact customer satisfaction will reach HAP leaders. 93% of Americans using social media expect companies to have a social media presence They believe companies should interact with consumers and: Use social networks to solve their problems Solicit feedback on their products and services via social media Develop new ways for consumers to interact with their brand through social media Market to consumers using social media Source: Cone’s 2008 Business in Social Media Study

Another reason why I took this MSU class is because traditional media just isn’t working well anymore, as newspapers are dropping like dinosaurs there are fewer news slots available. The number of journalists who have a social networking profile has increased from 54 percent last year to 77 percent this year. Many of them say they look for story ideas, sources and other information on sites like Facebook and Twitter. I’ve connected with Matt Rousch, technology reporter on WWJ through Facebook. Source: 2009 PRWeek/PR Newswire Media Survey of more than 2,100 journalists

With every great innovation comes risks and challenges that must be considered. Here are some of the common concerns related to social media, and I’d welcome your input on how to address them. Cost : Most applications are free Staff time needed to monitor, respond and administer sites Roles and responsibilities: Who will maintain HAP’s social media presence? Who will monitor what people are saying about us? Concerns about widespread use by HAP employees Who will have access to social media sites? How will we address our corporate “surf control” policy? Legal/HIPAA/privacy concerns What if our members share protected health information on a social media site? Will we need to develop new policies/procedures? What disclaimers are needed? Control of posted content How much control do we have over the content posted in our social media platforms? What if someone says something bad about us? Operations/server issues What type of IT support will be necessary? Can we utilize hap.org, or do we need to create new sites? What existing, external sites can we utilize?

HAP is owned by the Henry Ford Health System, which effectively uses social media as part of its comprehensive PR and marketing strategy. I’ll share with you how HFHS uses social media. Henry Ford Health System uses: Twitter, Podcasts, Vodcasts, RSS feeds, Flickr, YouTube Press Room and more…

Henry Ford’s PR team has set up a YouTube press room where they store video interviews with health system leaders and employees on a variety of topics. This “channel” is accessible through the HFHS News page on henryford.com.

Henry Ford also uses flickr, a photo sharing site. This photostream came in handy during the launch of the West Bloomfield hospital, when reporters wanted hi-resolution photos of the facility. Hi-res photos of System leaders are also available for download here. HFHS CEO Nancy Schlichting also uses podcasts on Intranet site, HENRY, to communicate with employees regularly on a variety of topics.

HAP’s competitors use social media. Priority Health is engaging leaders and Web visitors in health reform dialogue through the Priority Health Blog. Notice how they’ve incorporate a “micropoll” where visitors can vote on a particular topic. Visitors can also join the dialogue by posting comments in response to each blog entry. Welpoint is tweeting with customers to resolve problems, dispel misinformation and share news briefs. Aetna and HAP are monitoring blogs and posting responses to connect with members, and Humana has a Humana Medicare Twitter feed, which hasn’t been used yet.

Here is a snapshot of the Blues’ online newsroom, which has a variety of built-in social media functions including RSS feeds, bookmark, and share functions.

O.K.—I had to put in one bullet point list—for old times’ sake!

Thought leadership : HAP is a national leader in e-prescribing, weight management and preventing medication errors. Currently brainstorming ideas for a weight management social media campaign. Promote HAP Weight Wise SM and Weight Watchers ® programs, share outcomes, engage champions, collect video testimonials, engage guest experts/providers. Share PPT presentations and photos on Slideshare and Flicker. Create a HAP YouTube channel to share testimonials, expert interviews and showcase HAP employees/leaders through audio/video interviews Write a description of HAP on Wikipedia before someone else does it for us! Prepare dark pages for with crisis scenarios; quickly activate in crisis mode Use Linkedin for B2B communications. Expand capabilities to interact with journalists Share helpful consumer information

Position HAP as Michigan’s weight management leader Currently brainstorming ideas for a weight management social media campaign Promote HAP Weight Wise and Weight Watchers programs, share outcomes, engage champions, collect video testimonials, guest experts/physicians Post audio or video interviews with experts and members Podcasts of member testimonials on Weight Management page of hap.org Leverage Florine Mark’s Facebook page

1 Group

Susan Schwandt, Public Relations Director at Health Alliance Plan, added this to the group MSU New Media

MSU Social Media HAPlications - Presentation Transcript

MSU Social Media Drivers License HAP lication s Presented by Susan Schwandt, APR aka “weavers6” August 22, 2009
Applying What We’ve Learned
Convince Senior Management Convince Senior Management
Customer Expectations “ Be everywhere, do everything, and never fail to astonish the customer.” Macy’s
77 %
Overcome Risks
HFHS Uses Social Media
HFHS YouTube Press Room stores interviews
Hi-res photos for journalists
Competitors Use Social Media
Online newsroom
HAP lications
- Stay better connected to our members. Resolve issues before they turn into crises.
- Reach a wider audience directly, in real-time; bypass traditional media filters.
- Build online support communities and fan pages; HAP advocates generate buzz about products and programs.
- Position HAP as a national thought leader in e-Prescribing, weight management and medication errors.
- Involve customers in product design and collect feedback with little effort/cost.
- Promote events, encourage preventive services.
HAP PR Social Media Tactics
- News Releases
- Imbed share tags and links
- More direct-to- consumer/problem solving, less product promo
- Keyword rich for SEO
HAP Wikipedia & Facebook pages Dark Web pages for crisis communications Thought leadership Web landing pages Calendar News coverage Audio content Hi-res photos RSS Newsroom
Popular weight management programs Impressive ROI
Thank You!