"Healthcare and Financial Services" - Blue Cross Blue Shield Social Media

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"Healthcare and Financial Services" - Blue Cross Blue Shield Social Media

  1. 1. Social Media Update Lynde O’Brien Director, Electronic Media Strategy
  2. 2. The Future of Communications?Experts in the anthropology of popular culture predict thatby 2020, the leading social media tools will converge intoa pervasive new meta-communications platform withunprecedented reach and mind-altering consequences.
  3. 3. Before: Communications was more about US Generic Employer Wellness Product Messages Information Printed Provider Newsletters Directories BCBS Group-Specific Open Materials Enrollment by Plan Materials Customer Outreach 3
  4. 4. Now: It’s all about the MEMBER My Mobile My Incentives Wellness and Rewards Messages Programs My 24/7 My Nurse Online Advisor Tools My Blue My Providers Community and Their Ratings Multiple channels to ask for help 4
  5. 5. eMedia Strategy 2010 – 2011 in Review• Blue Access Adoption • Cross Channel Monthly wellness Communications Team subscriptions and Coordinated campaigns and co-branded incentive wellness topics reinforce campaigns increase consistent messaging, member utilization of self-service tools experience & cross-promotion • Mobile Launch• Blue Access Training Cross-Channel communication Online registration capability and strategy to increase grew monthly training awareness (internal & external) and adoption• Email Growth • Social Media Newsletter conversion, Enterprise strategy automation, triggered implementation messagingResults: • 13.7M Member Portal Logins • 825k paper EOB opt-outs • 30k Provider Finder app downloads • 23 BA training webinars/mo. • 1,000 email projects/mo. • 65% opened first "Blue For You" retention email 5
  6. 6. Social Media in Review 2010 – 2011• Spanish Language • Foursquare Pilot Phase I “Blue Cross Latino” Used location-based Facebook pages launched social network to create 9/2011 online buzz for TX playground build• Community Partnerships Building online connections • Goodwill Fan Ads with brokers, Group business Facebook ads linked and community partners to causes boosted fans• Fan Campaigns • Social Recruiting New technology enabled Twitter job ads and enhanced fan growth 4-state branded LinkedIn strategies page support online recruiting • 6,300 BCBS Latino Facebook fans • 6 MM positive impressions per monthResults: • 80k Facebook fans • >300k Twitter audience of Q4 job postings • 70% increase in fan engagement • 36,000 YouTube Ad views 6
  7. 7. Social Media Strategy 80 70 60 Impact 50 40 Manage Bottom 30 20 Online Line 10 0 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr Reputation Build Increase Digital Assets Brand Value 7
  8. 8. Community Management andOnline Reputation Management (ORM)• Developed state-of-the-art ORM protocol • Vulnerability assessment Key 2012 Plans: • Conducted table-top simulation • Customer Service training• Ensured scalability of resources and technology • Evaluated integrated monitoring options• Addressed primarily Provider and Member issues • Twitter promotions • Customer Service volume up 70% in 2012 • Inter-Plan work group • Subsidiary collaboration Social Media Alert: Online Situation and best-practice Status: Ongoing sharing Monitor • Identify • Investigate • Inform • Manage • Improve 8
  9. 9. Customer Service on Twitter and Facebook Note the change in sentiment from the first Tweet to the last TWEET FROM: UPSET_MEMBER Posted on: Jan 06, 2011 07:27 PM Just got my BCBSTX insurance card. Its confusing and I cant afford it. #mistake #swindled #PPO Following: 38 | Followers: 66 | Updates: 1776 | Sentiment: Negative TWEET FROM: BCBSTX Posted on: Jan 06, 2011 09:07 PM @upset_member Anything we can do to help? Were happy to walk you through any questions, concerns and hear your feedback. Following: 716 | Followers: 1185 | Updates: 695 | Sentiment: Neutral 9
  10. 10. TWEET FROM: UPSET_MEMBERPosted on: Jan 06, 2011 10:01 PM@BCBSTX Where do I start? 1. Addresschange on-line. 2. Where does all this HSAmoney go/do? 3. Finding a doctor 4. Goingfor a check-up.Following: 38 | Followers: 66 | Updates: 1781 | Sentiment:NeutralTWEET FROM: BCBSTXPosted on: Jan 06, 2011 11:46 PM@upset_member Glad to help with all ofthose. DM us a call back number and a timethat works and well reach out.Following: 717 | Followers: 1186 | Updates: 697 | Sentiment:NeutralTWEET FROM: BCBSTXPosted on: Jan 07, 2011 05:46 PM@upset_member It was great talking withyou! Feel free to reach out if there is anythingelse we can help with :)Following: 718 | Followers: 1187 | Updates: 698 | Sentiment:NeutralTWEET FROM: UPSET_MEMBERPosted on: Jan 07, 2011 05:54 PM@BCBSTX Great talking to you, too! All myquestions were answered and my worriesrelieved.Following: 39 | Followers: 66 | Updates: 1798 | Sentiment:Positive 10
  11. 11. The Road Ahead: Social MediaEnhances Member and Fan ExperienceWe will continue to build brand value with members and fanswith channel-appropriate strategies Simple • Affordable • Accessible Coupons and Wellness and Cause- Customer Service Special Access Related Engagement • Providing consistent • February: Heart experience for Health Month / members who prefer “social “ channels Wear Red photo contest 11
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