Ahmad Racheha


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Ahmad Racheha

  1. 1. Digital & Social Empowerment of the consumer Health Insurance Summit July 23 Ahmad Racheha Head of eCommerce & Online Marketing twitter: @web_native
  2. 2. Web 1.0 Web 2.0 Web 3.0 Web 4.0 Evolving digital landscape SOCIAL • Brochureware / Marketing orientated • Transactional (banking) OMNI-CHANNEL / BIG DATA 2010 Mid 1990’s 2020 2005 • Digital distribution and web strategy • Web strategy and e-commerce (e.g. retail, electronics) • Creating efficiency through web strategy (e.g. government) • Mobile revolution • Social media • Power of analytics 2015 2 DISINTERMEDIATION Redefining face to face contact MOBILE
  3. 3. Three key themes Market Disruption Empowered Consumers Rapid Innovation
  4. 4. Brands that have successfully responded to digital disruption
  5. 5. Healthcare engagement and delivery is also being disrupted by greater consumer empowerment
  6. 6. Moving from quiet servitude to confidant “ The ability to access your data and transmit it continuously is a basic civil right, [but] there’s a lot of resistance to it from the medical community, who talk in highly arrogant terms about sequestering the information and not allowing people to have access to it.” Leslie Saxon, USC Centre for Body Computing
  7. 7. Shift from doctors to trusted social networks ‘Dr. Google’ helps 50% of Australians to self-diagnose!
  8. 8. People are also going online for inspiration and connection
  9. 9. The quantified self - consumers are actively tracking and managing their health and lifestyle • 1.2B people use mHealth apps • mHealth market value is US$23bn in 2017 (GSMA) • 170 million lifestyle tracking devices are shipped in 2017 • New generations of mobile devices include wellness tracking apps (e.g. Samsung Galaxy S4)
  10. 10. Mobile has changed everything
  11. 11. Why be social? • 12M Australian users on Facebook. • 2M Australian users on Twitter • 75% visits daily to Facebook • 4M Facebook check-ins per day • 56M Facebook wall posts per day • 53% of people on Twitter recommend products in their tweets • 90% of people trust online recommendations from people they know Sources: http://www.socialmedianews.com.au/social-media-statistics-australia-may-2013/ Facebook numbers 2013 http://www.socialnomics.net/2013/01/01/social-media-video-2013/
  12. 12. The world of Social Media is highly fragmented 12
  13. 13. Multiple personalities 13
  14. 14. A quick explanation different social media platforms
  15. 15. Bupa’s digital journey into the unknown We hire 1 full time employee to manage social media We’ve launched our first Facebook campaign to support our sponsorship We become a part of your conversation We know you’re out there – just listening to conversations on twitter, logs and forums You’re talking about our ads and we’re gathering so many insights! We start securing our name across all the social media channels You are using social media for servicing LISTENING PLATFORM ENGAGEMENT PLATFORM ECOMMERCE PLATFORM We’re running acquisiiton campaigns on social media!
  16. 16. We have actively grown and expanded our social media presence to 58K followers 16 • Daily health content • Monitoring and responding to our community and service enquiries • Sharing news on community events and sponsorship activities • Regular advertising • Photo competitions • Monthly Healthy Chat with a health expert • Drive current promotions • Giveaways for health behaviour
  17. 17. 17 There are common challenges when it comes to social media... • Organisations are struggling to define their social media strategy • Is it a PR function • Is it a servicing channel • Is it Brand engagement • How to manage interactions • Marketers struggle to understand value • Difficulties in understanding results of social media • Crisis management as issues can quickly become viral • Corporate culture • Moving from corporate speak to social conversations The question “What is your social media strategy?” is the wrong question
  18. 18. 18 Resourcing is the leading barrier to social media
  19. 19. Key points – social media participation framework •Recognise that social media is part of a broader digital strategy •Identify key stakeholders and their roles •Create community guidelines •Agree on your response strategy •Define your posting strategy •Determine escalation strategy especially for crisis's •Develop an Employee Social Media Policy
  20. 20. Facebook Twitter YouTube Linkedin Blog Foursquare Google + Slideshare Flickr Promotion    Sales      Customer Service   Recruitment   Education        Health Information       Ideas Generation    Company Broadcasting       Member Exclusives     Not all social channels will be used the same way
  21. 21. Swear words Hide the comment or post and let them know that you have removed their post because it is against community guidelines. Still help them if appropriate. Replying to posts & comments guidelines * Who do you reply to and who do you ignore? Spam or spammy behaviour This is behaviour that ads no value to the conversation, could be a security risk (just a link), is not a member or constantly posts irrelevant tweets. DO NOT click on a link where the post does not make sense – it is likely to be spam Hide posts that are spam Delete and block (and report if the spam is sexually explicit or offensive) so that they cannot post to the page again Are against our community guideliness and need to be hidden as we do not want to offend other members of the community Members and enquiries General comments that neither ask a question, express an overly negative opinion or questions about (eg.ads) or are not about our company or products or are not part of our response process and you do not think they are worth adding. Ignore If a member posts or comments about their policy, the company or someone enquiries about our products or initiatives then make sure to reply within 15 minutes Respond within 15 minutes and according to the response process Praise If people have nothing but good things to say about us Respond as quickly as possible - thank them, like the post or RT the tweet. Highlight the post on FB Unsure? Every now and then a comment or post will come along that you may be uncertain about how to respond or whether you should respond Ask your manager Other businesses soliciting our members If another business is responding to members on our page and trying to get their business, as stated in our community guideslines, this will not be tolerated. Delete and block so that they cannot post to the page again General commentary
  22. 22. Dealing with crisis – social backlash * • Monitor your brand constantly. • Listen first and then act. • Act Fast - United Airline’s response after 50,000 views on YouTube was “We’re working to make what happened right“. In digital space your response time is only 24 hours. If not sooner! • Use the same media and format where crisis started to respond. The video that destroyed Domino’s Pizza (US) reputation was posted on YouTube so Patrick Doyle, the company’s president, used this same channel to publish his apology. • Let someone relevant or important respond. - It’s time for CEOs and/or senior management. • Be generous with the information you provide - create open and transparent information on your website with rich and relevant information resources. Show the global community how engaged you really are. • Think of the crisis as an opportunity
  23. 23. Social media is providing a platform for customers to collectively voice their opinions to drive change and transparency Our members were very upset we had ads on the 2GB website after Allan Jones made inappropriate comments on radio. Our members were taking to social media to vent their disappointment and after the overwhelming number of complaints we withdrew our advertising from 2GB Lessons learnt: • We were surprised by how powerful the voice of the consumer • Social media is forcing transparency and giving consumers a megaphone to voice their opinions
  24. 24. We also discovered social was great at changing customer sentiment…
  25. 25. eCommerce and social media grow old together 70% of consumers check out product reviews prior to purchasing online Of that, 60% purchase products from websites that have reviews or ratings by previous consumers Sources: http://www.thinkbigonline.com/social-proof-and-social-media-marketing/
  26. 26. What have we learnt and opportunities going forward 26 • There is no blueprint here and we cant participate from the sidelines • We are making good progress in engaging customers • It is a challenge for everyone but it does require a different mindset • How to adequately support a growing channel • You definitely need someone who is passionate about Social and also understands digital marketing and.... • Moving away from very corporate and marketing orientated speak to a more “social conversation” that is tailored to the audience and social channel being utilised. • Continue testing new ideas
  27. 27. Consumers have the power “ Most consumers (83%) intellectually know what they need to do to be healthy—eat right, exercise and not smoke. More than half (58%) also believe getting regular preventive care is important, but this figure is down significantly from last year (68%). Also down from last year is the importance of having good doctors. Together these declines may indicate a trend away from depending on health professionals as an avenue to good health and more toward self-accountability.” The Consumer Health MindSet Survey 2012
  28. 28. Thank You Follow us on: facebook.com/BupaAustralia twitter.com/BupaAustralia youtube.com/BupaAustralia blog.bupa.com.au