Social networking applications for health communications (11/4/09 Harvard Pilgrim's Growing Up Healthy conference)

1. 11.04.09 Leveraging Social Media to Reach the Community

2. Agenda Proprietary and Confidential 2 Introduction to Social Media Social Media Approach Best Practices – Platforms / Channels Distributing the Message well, then Questions?

3. Introduction to Social Media 3

5. 91% say consumer reviews are the #1 aid to a buying decision (JC Williams Group)

6. 87% trust a friend’s recommendation over a review by a critic (Marketing Sherpa)

7. Social network users are 3 times more likely to trust peer opinions over advertising when making purchase decisions (JupiterResearch)

8. Information Technology buyers trust social media more than any other content source (PJA IT Social Media Index)“People have replaced trust in advertising with trust in individuals” 4

9. What is Social Media? 5 Social media describes the behaviors of people interacting with online technology to share opinions, insights, experiences and perspectives with each other Reputation Aggregators Blogs and Forums Communities Social Networks

11. Joining the conversation to contribute value and build relationships

13. Cultivate, facilitate influence

15. How can Brands Leverage Social Media? The opportunity exists for anyone to leverage the power of social mediatogenerate results: sell products or services, build relationships, inform constituencies and connect with key community members. Social media cultivates a rich, online experiencearound your initiativeto drive a stronger emotional connection, deeper engagement, and preference. Building experiences for thelong term, be committed to social media to achieve the greatest success. 8 Proprietary and Confidential

16. Distribution Partners Events Blogs Brand Hub Social Hub Social Hub Media Partners Forums Forums Social Media Approach Driving meaningful engagement means using the digital channel to actually demonstrate the value of being part of communities. This kind of presence can start to build the kind of engagement and trust that drives users to become part of a community. New Model Old Model Online Media Brand Hub Search Email Offline Media 9 Proprietary and Confidential

17. Shifting Media Models Traditional Awareness Social Media Display ads lead Drive clicks Use budget to purchase space Brand presence in hub only Content leads Drive engagement Use budget & content to partner Brand presence distributed broadly 10 Proprietary and Confidential

18. Guidelines for Participation 11

20. Facebook / Linkedin – Update 2-3x per week

21. YouTube – Update 3-4x per month

22. Blogger Outreach / Content Distribution – When availableProprietary and Confidential 12 1 2 3

23. Listen & Learn Identify advocates / communities that might be leveraged as conductors or creators of content. Consistent monitoring helps unearth actionable insights from the community and key areas of opportunity. Make Content Distribution King Development and distribution of content is critical to effective social media engagement. Balance Voices A playbook of approved communications / themes achieves this goal and is especially helpful if community ambassadors outside your organization are expected to carry on your conversation. Proprietary and Confidential 13 Operating Guidelines 4 5 6

24. Demonstrate Value Community members expect organizations to add value to conversations within the social media space. Understand Risk Social media engagement requires an appetite for risk. Communications are malleable and spread at the will of the community. Play Offense Where possible, be proactive in engaging audiences. Don’t assume audiences will find you. Plan Defense Have a plan to deal with critical voices in the marketplace and establish a code to distinguish level of threat. Proprietary and Confidential 14 Operating Guidelines 7 8 9 10

25. Best Practices: Platforms / Channels 15

26. 16

28. Categorize and tag your videos to make them easier to find

29. Comment on and rate videos that other users have uploaded

30. Subscribe to other users’ channels and add them as “friends,” similar to other social networks

31. Share videos via other social media platforms including Twitter and Facebook

32. Inspire fans to create their own content to add to the community* YouTube Blog – May 20, 2009 & Comscore, April 2009

34. Show the human side of your community

35. Provide exclusive and compelling content to educate audiences

36. Regularly upload fresh and relevant content

37. Utilize as forum to respond to critical community members

38. Link to other social network platforms where organization has a presence

39. Include the organization logo in all uploaded videos

40. Attract and recruit channel subscribers18

42. 149 Video Uploads

43. 194 Comments

44. #9 Most Subscribed in UK

45. 1,115 Subscribers

46. True Stories from Teens19

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49. “Follow” the tweets of another user you find particularly interesting or influential

50. Directly reply to or engage in a discussion with other users (both publicly and privately)

51. Share interesting Tweets sent out by other users to your followers (while also attributing the information to them)*NielsenWire – March 18, 2009

53. Update frequently (at least 1-2x per day)

54. Embrace transparency – be personable, relatable, and honest with your followers

55. Ensure timely responses to all comments and questions

56. Consider using as “breaking news” teaser for promotion of new programs, research, etc

57. Link to other social network platforms where organization has a presence

58. Monitor what community members are saying about your brand and respond accordingly (Local search)22

60. Over 20,000 Followers

61. Photo Uploads

62. Local Stories

63. Links to additional social media activities

64. Following local activists and community members23

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67. Incorporate exclusive content, including photos, video, company information, event invitations and discussion threads

68. Utilize discussion threads and wall posts on your page to directly engage with and respond to fans of your organization25 *Comscore, April 2009

70. Show the human side of your organization

71. Use the News Feed strategically and to your benefit

72. Respond to discussion threads regularly and in a timely manner

73. Recruit and interact with fans

74. Connect your Fan Page with your other social platforms and offline programs

75. Make your page into a resource for organization information

76. Include content that allows for fan interaction26

78. Video and Photos

79. Vibrant discussion forum

80. Events

81. Quick community responses

82. Links to all other social media activity

83. Uses profile picture to promote activity27

84. Distributing the Message 28

86. Create consumer interest in the brand through contextually relevant placement near other similar content

87. Engage community in novel, relevant ways that create/promote brand involvement

88. Provide relevant value that drives positive association between the brand and the environment where the content is hosted 29 Source: iMediaConnection Putting your content where it matters

91. Pursue environments that are compelling to the target audience, and where there will be transferred equity to the brand

92. Ensure that content/assets are easily shareable to promote pass along

93. Where appropriate, provide opportunities for a user to opt-in for additional information, and begin an ongoing relationship

94. Allow the audience to provide comments/input to refine the content approach31

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97. Share perspectives, news and content for your target audience

98. Expose the human side of your organization

99. Organize and collaborate around initiatives

100. Respond to industry issues and critics33

102. Build positive brand association through recommendations from trusted sources

103. Gain access to potential sources of user generated content

104. Solicit real-time feedback on ideas

105. Positively impact natural search rankings though link building34

107. Build relationships with bloggers prior to outreach

108. Consider utilizing bloggers in additional brand communications or as offline spokespeople

109. Offer the bloggers something of value for them and their readers35

111. well, then “mission” Wellbeing isn’t something you are. It’s something you do. Something anyone can do. Whether we’re young or old, athletic or chronically ill, there’s something everyone can do at any stage of life or health to be as well as we can be. Each day we make dozens of choices: about what to eat, how to stay active, when to take our medication, etc. Every one of these choices, no matter how small, can help improve our wellbeing and our quality of life in a huge way. This is what “well, then” is about. It’s a way of thinking about our wellbeing. And it’s a community where we can share stories about what we do to be as well as we can be in the hope that by exchanging ideas, we will all benefit and all of our lives will be better.

112. well, then

113. User profiles

114. User Generated Content

115. Ambassador Activation

116. Facebook

117. Twitter

118. YouTube

119. LinkedIn

120. Thank YouQuestions? 46