1. Digital & Social
Empowerment of the consumer
Health Insurance Summit July 23
Ahmad Racheha
Head of eCommerce & Online Marketing
twitter: @web_native
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
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. Shift from doctors to trusted social networks
‘Dr. Google’ helps 50% of Australians to self-diagnose!
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)
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. The world of Social Media is highly fragmented
12
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. 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
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
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. 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. 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. 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. 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
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. 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. 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. Thank You
Follow us on:
facebook.com/BupaAustralia
twitter.com/BupaAustralia
youtube.com/BupaAustralia
blog.bupa.com.au
