Mathew Cox - Dialogue Consulting - Short workshop: Social media – Marketing health insurance


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Mathew Cox delivered the presentation at the 2014 Health Insurance Summit.

The 2014 Health Insurance Summit focused on how legislative changes affect the future of health insurance in funding, membership and services.

For more information about the event, please visit:

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Mathew Cox - Dialogue Consulting - Short workshop: Social media – Marketing health insurance

  1. 1. 29-Jul-14 1 Evolving Social Media in the Health Insurance Space
  2. 2. 29-Jul-14 2 A bit about us…
  3. 3. 29-Jul-14 A bit about me: Matthew Cox (Matt) • Bachelor of Communication, Professional Communication from RMIT University. • Working in social media now for almost four years. Been operating social media in the Health insurance space for three. • Worked for organizations across a range of sectors including the NFP, public, private, entertainment, education. • Facebook account was recently deleted by Facebook… 3 @matthewcoxy
  4. 4. 29-Jul-14 What we’re going to do today… • Going to play a quick game. • Equip you to understand some of the magical buzz words you’ve probably heard (or will hear) in relation to social media. • Going to explore some of the key things we’ve learned about social media within health insurance space. What works, what doesn’t. • Look at how we might evolve our social media presences to deliver more value. • Then I want to throw it over to some questions. 4
  5. 5. 29-Jul-14 Would you like to play a game? 1 5
  6. 6. 29-Jul-14 Put your hands in the air… 6
  7. 7. 29-Jul-14 If your fund/ org has a implemented a social media presence. 7
  8. 8. 29-Jul-14 If it’s totally worked like you planned it would. 8
  9. 9. 29-Jul-14 If it hasn’t worked exactly as you planned it would. 9
  10. 10. 29-Jul-14 If you’ve developed a campaign for your social media presence. 10
  11. 11. 29-Jul-14 If that’s worked exactly as you planned it would. 11
  12. 12. 29-Jul-14 If social gets tough occasionally. 12
  13. 13. 29-Jul-14 So what does this teach us? 1. That we can’t really be sure of how people want to talk to us, until we start get out there. 2. That you’re experiences are certainly not unique when it comes to social media. 3. That you were probably right in believing that there was risk in the social media space. But more importantly than that… 13
  14. 14. 29-Jul-14 14 It’s okay to experiment.
  15. 15. 29-Jul-14 On this stuff you might be hearing… 2 15 *WARNING* Incoming rant.
  16. 16. 29-Jul-14 Where’s the value? 16
  17. 17. 29-Jul-14 Where’s the ROI? 17 Content Marketing “MAKE IT GO VIRAL”
  18. 18. 29-Jul-14 18 How many people fear the concept of “viral”?
  19. 19. 29-Jul-14 So lets debunk this “viral” thing. • Viral is the rapidly escalating spread of a piece of content, through networks online. • Viral content can be manufactured, but its very, very hard. • Viruses require hosts (tastemakers). • Viral is rarely sustainable, and incredibly difficult to resource. • Viral should not be the point and purpose of social media. 19
  20. 20. 29-Jul-14 Growth is better when it’s steady. • Consistently gauge your growth through monitoring and evaluation. • Better to gradually and sustainably grow a network, rather than deal with influx. • Monitor, evaluate and scale. Know what comes next. • Ask yourself in the project’s genesis, what comes after “just me”? Most importantly: • Viral is not synonymous with social media success. 20 Audience Duration of time • Resourcing • Leadership • Community management
  21. 21. 29-Jul-14 WTF is Brand Advocacy? 21
  22. 22. 29-Jul-14 Thought Leadership Delivering cutting edge opinions. Dispelling the BS, and literally being a thought leader within a space. • All fine if you’re an organisation that’s built on an opinion. • Less ok if you’re risk averse. 22
  23. 23. 29-Jul-14 23
  24. 24. 29-Jul-14 So what’s my problem with it? • Focus on talking, rather than listening. • Only one half of what social media is about, and it’s often toted around like it’s the holy grail. • Just because you can, doesn’t mean you should. 24
  25. 25. 29-Jul-14 Content Marketing 25
  26. 26. 29-Jul-14 Social Media is a communication tool. It’s anything that uses the internet to facilitate communication. The value of a social media is within the relationships and the networks of relationships that it can cultivate. A relationship can only be valuable if it is real. It’s totally useless to both parties if it’s fake. *** ROI is found in the strategy that you operate social media on. That strategy can be built around anything, from PR and marketing, to internal communications to customer service. That can strategy can, will and should change. 26 So where is the ROI for social media for then?
  27. 27. 29-Jul-14 Lessons from the edge. 3 27
  28. 28. 29-Jul-14 28 The ways for conversation to take place… adapted from Larson & Watson, 2011
  29. 29. 29-Jul-14 Trying to directly market a health fund via social media is* a total waste of your time. 29 *Almost…. • It’s where most organisations began. • Are people really shopping for prospective health insurers on social media? • So where are young people looking for information on health insurance? • Can we assist them?
  30. 30. 29-Jul-14 Young people are rarely the ones who we’re connecting with. 30 • Note the lay of the land. Both before walking it, and as it changes around you. • Many young people don’t look to the respective funds for info on Health Insurance. • Understanding who they’re looking to for information can give you some clues… • The people who are more likely to engage with you are your existing members.
  31. 31. 29-Jul-14 What’s in it for them? 31 • Acai berries • Quinoa and wheatgrass and Kale! (Oh my!) • Yoga • HotYoga • The wonders of Cross fit • HIIT • Take the stairs. Not the escalator    • Super foods!! • “Did you know”
  32. 32. 29-Jul-14 So we need to know as much as we can. 32 Both about us and them.
  33. 33. 29-Jul-14 Adjusting our sails.4. 33
  34. 34. 29-Jul-14 What does that process look like exactly? 34
  35. 35. 29-Jul-14 1. Understand and Empathise. Internally: • What is the current attitude towards social media from the executives? What do they like, what do they dislike? • What issues are the folk who currently administrate social for your fund facing? What’s working, what’s tough? Externally: • Who are the people who are currently engaging with your social media presence? • What are they telling you, how are they telling it to you? • What content do they seem to like? 35
  36. 36. 29-Jul-14 Iteration is not just about increasing scale and jumping on new platforms. 36
  37. 37. 29-Jul-14 Audience and activity: A changing landscape 37 Think not just of where they are, but where they engage Audience Activity ? ?
  38. 38. 29-Jul-14 2. Analyse and Define. • Look over all your information. Boil that down into insights. Build a knowledge of the landscape. • With this information, define what needs to change about social media at your organisation. Might be a little, might be a lot. • Pick key areas for focus. You can’t do everything at once. • Create S.M.A.R.T Objectives for the next iteration. Specific Measurable Achievable Relevant Time Orientated 38 “XYZ Health Fund wants to have successfully resolved fifty Member inquires (closing an enquiry ticket) through Facebook by December 2015.”
  39. 39. 29-Jul-14 39 3. Ideate • Brainstorm: How are you going to achieve the changes required? • There are probably multiple different ways, involving varying processes. • Anchored creativity. You know how your audience feels, you know about your organisation, now cook up some tactics! • You’re coloring between the lines. • Come up with three or four different approaches.
  40. 40. 29-Jul-14 4. Test! 40 • Remember when we said it was ok to experiment? • It’s now ok to experiment (within reason, always consider risk) • Flesh out ideas, content calendars. • Prototype. • Test drive your concepts, get feedback (from both sides).
  41. 41. 29-Jul-14 5. Implement. • Pick one and roll it out. Action it! You know how it works! • Delegate tasks and responsibilities. Particularly that of monitoring and evaluation. • Develop a calendar for the tactical period. Can be rigid, or it can be fluid. • Be sure to keep a close eye on the different places where you can access data. • Don’t be afraid to turn on a dime. If certain things aren’t working, don’t flog a dead horse. • Take your time. 41
  42. 42. 29-Jul-14 6. Learn • If you’ve already rolled out a social media initiative at your fund this could be your starting point. • Take a look at our SMART objectives. Did we achieve all of them? • Did our approach work? Did it work the way we thought it would? • What didn’t work the way we thought it would? Both for better and for worse. • What sorts of issues do we need to resolve next time? 42
  43. 43. 29-Jul-14 Go forth and iterate! • Strategies and tactics should be finite! • Social Media is not set and forget. • Establish adaptable processes that work for you. 43
  44. 44. 29-Jul-14 Question Time 44