Besmartbewell.com Saves The World with Content Marketing and You Can Too!

#CMWorldSept. 10, 2014Katie Hocking
Lead Communications Consultant
Health Care Service Corporation
@BSBW; @hocking_katie

#CMWorld

#CMWorld
They’ll give you EXTRA POWERS!!!
Hey, grab those
TAKEAWAYS!
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#CMWorld
IL
MT
NM
OK
TX
it’s content marketing...
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#CMWorld
HCSC
Purpose
Be Smart.
Be Well.
Mission
…to help save the world.
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#CMWorld
it’s also storytelling.
Watch this video online here.
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#CMWorld
Expanded to 9 topics
1st multi-channel marketing plan
Goals set and 1st scorecard
Launch e-alerts and e-newsletter subscriptions
we’ve come a long way.
Expanded to 15 topics
Engagement focus via web redesign &social channels
Daily Facebook, Twitter, YouTube, and Pinterestposts and comments
Co-marketing partners (CDC, Hazelden, NAMI, etc.)
Expanded distribution to 345 PBS stations and 3,000 Context Media patient waiting rooms
Need identified for education web site
Decision to soft brand as BSBW
Test & learn starts with single topic
2014
2011
2008
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#CMWorld
Or risk destroying
THE WORLD!!!
Hey, write this STUFF DOWN!
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#CMWorld
be nimble. edgy. innovative.
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#CMWorld
Watch this video online here.
be nimble. edgy. innovative.
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#CMWorld
keeping it going and growing.
2014
2011
2008
Proof of concept
Set expectations
Continuous improvement
In-house laboratory
Efficient use of resources
Senior-level support
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#CMWorld
we’re supercharged this year…

#CMWorld
We built it.
And some people came.
challenge 1.
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#CMWorld
Increase exposure and engagement through
promotion, partnerships and channels.
solution.
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#CMWorld
We outgrew our start-up strategy.
challenge 2.
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#CMWorld
solution.
Craft a long-term strategy around…
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#CMWorld
YOUNG ADULTS
18-24
PARENTS
35-50, 50+
TEENS
13-17
well-defined target audiences.
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#CMWorld
Email Subscribers: 52,000
Over 60% parental age
Facebook Fans: 130,000
70% teens/young adults 13-24
(counter to prevailing trends)
target audience implications.
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#CMWorldLife stories to help us all.
THE BRAND EXPERIENCE
How visitors emotionally experience the brand
THE BRAND PROMISE
How visitors connect and benefitAuthenticCredibleMotivatingApproachable
careful brand positioning.
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#CMWorld
Yes, what’s your
SUPERPOWER?
Everyone has a SPECIAL POWER!
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#CMWorld
2014 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
BSBW Promotion Windows
Promotion Period Promo 1 Promo 2 Promo 3 Promo 5
Promotion Topic Restaurant Food Safety Addiction Teens and Depression Teen Driving
Promotion Time Frame Mon 1/13 to Fri 2/14 Mon 2/17 to Fri 3/21 Mon 3/24 to Fri 4/18
Note: extend social to Fri
4/25
Mon 6/2 to Fri 6/27
Content Type Extension Topic Extension Topic Extension Topic Extension Topic
Partner Focus / Opportunity Ben Vaughn, Food Network Hazelden NAMI CDC and NSC
Promotion Tactics by Channel
BSBW Promotion Channels
Social & Online Advertising
Campaigns
12
Google Network / YouTube
Advertising
2
PRN Press Releases 8
Subscriber Email Comms. 43
Newsletters 6 Issue 1 NA Issue 2 NA
News Alerts 24 Issue 1-2 Issue 3-4 Issue 5-6 Issue 7-8 Issue 9-10 Issue 11-12 Issue 13-14 Issue 15-16 Issue 17-18 Issue 19-20 Issue 21-22 Issue 23-24
Pinterest Trends - Email 4
Quarterly Email Announcements to
Subscribers
4 Join BSBW's Social
Community!
Engagement
Feedback Survey
BSBW's Most Popular
Story in 2014
HCSC Integration
BSBW Recruitment via HCSC
BAM (Blue Access Members) 3
BlueStar (Non-BAM Members) 1
Blue For You (Indiv, Retail Insured) 1
Other HCSC MarCom
Lifetimes E-Articles Pregnancy Risks Food Safety Addiction D. Violence STDs/Molly End of Life Teen Driving Bullying TBI/Amy Sports/Conc Teen Depression Caregiving
HCSC Lobby and Web Sites
Mon 4/21 to Fri 5/30
Note: start social Mon 4/28
Mon 7/7 to Fri 8/29 Mon 9/1 to Fri 10/31 Mon 11/3 to Fri 12/26
New Topic New Topic Extension Topic Extension Topic
Quarter 1
BSBW's 2014 Topics and Integrated Marketing Calendar
Quarter 2 Quarter 3 Quarter 4
Promo 4 Promo 6 Promo 7 Promo 8
End of Life: The Conversation Bullying TBI - Sports & Concussions Long Distance Caregiving
The Conversation Project PACER Rush Medical Center AARP
Issue 3 Issue 4 Issue 5 Issue 6
43 Subscriber Emails 8 Promotion Periods
Enterprise Integration
integrated editorial and promotion plans.
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#CMWorld
@BSBW; @hocking_katieNever enough time or money.Big goals.
challenge 3.
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#CMWorld
Here’s how to scale…
Recruit help from internal partners
Build momentum as community grows
Collaborate extensively with agency
Promote internally
Rinse and repeat
solution.
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#CMWorld
Recruit internal partners.
solution.
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#CMWorld
challenge 4.
You’d liketo play with the big boys.
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#CMWorld
challenge 4.
You’d like to play with the big boys.
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#CMWorld
And you can if you…
Clearly define what’s in it for them
Start conversations with partners
Transition from content-only to content and co-marketing partnerships
solution.
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#CMWorld
challenge 5.
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#CMWorld
@BSBW; @hocking_katieDust yourself off. Ask what. Learn why. Get back on.
solution.
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#CMWorld
Somebody
always
wants to
know…
What’s
the ROI?
challenge 6.
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#CMWorld
Community
•Subscribers: 55K
•Email Open Rate: 32%
•Avg. Click Rate: 20%
•Facebook Fans:130K
Engagement
•Site Visits: 155K
•Visitors Who Click: 32%
•Visitors Who Share: 2%
Exposure
•Video Views: 987K
•Audience Impressions:185 million
solution.
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#CMWorld
Revised Plan: Launch Bullying in July, 2014
Eliminated another topic in order to do Bullying.
the spark.
We figured we
could help if we focused on Bullying.
October 18, 2013
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#CMWorld
Video 3
the call to action.
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#CMWorld
Channel
Weeks 1-3
Weeks 4-6
Weeks 7-8
Spotlight Newsletter
Multi-Vu Press Release
Facebook Promoted Posts
SocialMedia Editorial
Co-MarketingPartner Tactics
HCSC:Lifetimes, Blue state sites,billboards and monitors
Embedded content on partners’ Facebook, Twitter, Pinterest, and
YouTube channels.
30+ visual, editorial, and internal elements
the promotion.
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#CMWorld
the results.
Engagement
Exposure
Total Site Visits Generated: 24,500
(2,325 Social Media visits, 13,000 Subscriber visits, 9,175 Direct Traffic visits)
Bullying Quiz Takers: 3,400
Facebook Clicks-to-Website: 9,600
FB Post Engagement Actions: 18,300
Video Views: 10,400
(from 2 videos)
Video Plays:2,150
(from 2 videos)
Facebook Audience Impressions:
1.94 million
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#CMWorld
If you can innovate,
YOU CAN DO IT!!!
Have. To. Get. Out. OF THIS JAM!
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#CMWorld
FeedbackUser surveys
Distribution 2.0Out of Home Networks
The BlogPlanned 2015 launch
Social Expansion Likely Instagram
In-market Events Helmet giveaways
flying into the future.
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#CMWorld
what it takes.
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#CMWorld
@BSBW; @hocking_katieThank You.

#CMWorld
Subscribe
BeSmartBeWell.com
Like
Facebook/BeSmartBeWell
Follow
Twitter: @BSBW
Pinterest/BeSmartBeWell
Subscribe
YouTube/BeSmartBeWell
subscribe. contact. questions.
Katie Hocking
Katie_Hocking@bcbsil.com
Susan Zimny
zimnys@bcbsil.com
Rick Smith(agency) rick@gante-ltd.com
Email questions by 10/8 to Katie_Hocking@bcbsil.com. We’ll answer one month from today via WebEx.
WHEN: 10/15/14, 1-2pm CST
WHERE: WebEx Conference
HOW: Invites sent by 10/8/14
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Besmartbewell.com Saves The World with Content Marketing and You Can Too!

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