Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

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


Published on

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

Published in: Business, Economy & Finance
  • Be the first to comment

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

  1. 1. How Can a Health InsuranceCompany Do Social Media?An Inside Look at Blue Cross Blue Shield of Michigans A Healthier Michigan:
  2. 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. 3. Agenda 1. Shifting to an Iterative Process 2. Focusing on People 3. Using Twitter, Facebook and Flickr 4. Measuring Success 3
  4. 4. Shifting to an Iterative Process Photo Credit: rich13 4
  5. 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. 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. 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. 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. 9. Our People, Our Expertise 9
  10. 10. Jodi Davis @WalkyTalkJODI 10
  11. 11. Grace Derocha and Angie Jenkins @GraceDietitian @AJHealthcoach 11
  12. 12. Sven Gustafson @sveng 12
  13. 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. 14. Facebook and Twitter 14
  15. 15. Flickr 15
  16. 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. 17. Q&A and Thank you! ● Contact Me: – – – – ● Other Blue Cross Blue Shield of Michigan Social Media: – – – – – 17