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How Can a Health Insurance
Company Do Social Media?


An Inside Look at Blue Cross Blue Shield of Michigan's
 A Healthier Michigan: http://AHealthierMichigan.org
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: http://VeryOfficialBlog.com
     !
         Adjunct instructor at Madonna University


                                                                     2
Agenda

         1.   Shifting to an
              Iterative Process
         2.   Focusing on People
         3.   Using Twitter,
              Facebook and Flickr
         4.   Measuring Success




                                    3
Shifting to an Iterative Process




                             Photo Credit: rich13
                                                    4
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
People are Searching for
Health Online
!   80% of Internet users look up health information
    online (Pew Internet & American Life Project)




                            MedHelp.org is the world's largest
                            online community dedicated to health topics.
                            The site boasts more then 12 million visits per month.




                                                                                 6
Why Your Health is
Important 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
     everyone's best interest
                                                          7
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
Our People, Our Expertise




    http://www.ahealthiermichigan.org/about/our-team/
                                                        9
Jodi Davis         http://www.ahealthiermichigan.org/jodidavis




  @WalkyTalkJODI




                                                                 10
Grace Derocha and Angie Jenkins




    @GraceDietitian
    @AJHealthcoach




   http://www.ahealthiermichigan.org/author/gracedietitian/
   http://www.ahealthiermichigan.org/author/ajhealthcoach/    11
Sven Gustafson




        @sveng



   http://www.ahealthiermichigan.org/author/sgustafson/   12
Guests
Guest 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
Facebook and Twitter




http://facebook.com/HealthierMI
http://twitter.com/HealthierMI
                                  14
Flickr




 http://flickr.com/photos/HealthierMI
                                        15
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 BCBSM's
 Photo Credit: agyorke102
                                social media presence


                                                                       16
Q&A and Thank you!
  !   Contact Me:
      "   http://Twitter.com/ShannonPaul
      "   http://LinkedIn.com/in/ShannonPaul
      "   http://Facebook.com/ShannonPaul
      "   spaul3@bcbsm.com
  !   Other Blue Cross Blue Shield of Michigan
      Social Media:
      "   http://news.bcbsm.com
      "   http://BCBSMblog.com
      "   http://Twitter.com/BCBSM
      "   http://Twitter.com/BCBSMnews
      "   http://Facebook.com/BCBSM
                                                 17

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How Blue Cross Blue Shield of Michigan Engages in Social Media with aHealthierMichigan.org

  • 1. How Can a Health Insurance Company Do Social Media? An Inside Look at Blue Cross Blue Shield of Michigan's A Healthier Michigan: http://AHealthierMichigan.org
  • 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: http://VeryOfficialBlog.com ! Adjunct instructor at Madonna University 2
  • 3. Agenda 1. Shifting to an Iterative Process 2. Focusing on People 3. Using Twitter, Facebook and Flickr 4. Measuring Success 3
  • 4. Shifting to an Iterative Process Photo Credit: rich13 4
  • 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. People are Searching for Health Online ! 80% of Internet users look up health information online (Pew Internet & American Life Project) MedHelp.org is the world's largest online community dedicated to health topics. The site boasts more then 12 million visits per month. 6
  • 7. Why Your Health is Important 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 everyone's best interest 7
  • 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. Our People, Our Expertise http://www.ahealthiermichigan.org/about/our-team/ 9
  • 10. Jodi Davis http://www.ahealthiermichigan.org/jodidavis @WalkyTalkJODI 10
  • 11. Grace Derocha and Angie Jenkins @GraceDietitian @AJHealthcoach http://www.ahealthiermichigan.org/author/gracedietitian/ http://www.ahealthiermichigan.org/author/ajhealthcoach/ 11
  • 12. Sven Gustafson @sveng http://www.ahealthiermichigan.org/author/sgustafson/ 12
  • 13. Guests Guest 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
  • 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 BCBSM's Photo Credit: agyorke102 social media presence 16
  • 17. Q&A and Thank you! ! Contact Me: " http://Twitter.com/ShannonPaul " http://LinkedIn.com/in/ShannonPaul " http://Facebook.com/ShannonPaul " spaul3@bcbsm.com ! Other Blue Cross Blue Shield of Michigan Social Media: " http://news.bcbsm.com " http://BCBSMblog.com " http://Twitter.com/BCBSM " http://Twitter.com/BCBSMnews " http://Facebook.com/BCBSM 17