1. Social Media Update
Lynde O’Brien
Director, Electronic Media Strategy

2. The Future of Communications?
Experts in the anthropology of popular culture predict that
by 2020, the leading social media tools will converge into
a pervasive new meta-communications platform with
unprecedented reach and mind-altering consequences.

3. Before: Communications was more about US
Generic Employer
Wellness Product
Messages Information
Printed Provider
Newsletters Directories
BCBS
Group-Specific Open
Materials Enrollment
by Plan Materials
Customer Outreach
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4. Now: It’s all about the MEMBER
My Mobile My Incentives
Wellness and Rewards
Messages Programs
My 24/7 My
Nurse Online
Advisor Tools
My Blue My Providers
Community and Their
Ratings
Multiple channels to ask for help
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5. eMedia Strategy 2010 – 2011 in Review
• Blue Access Adoption • Cross Channel
Monthly wellness Communications Team
subscriptions and Coordinated campaigns and
co-branded incentive wellness topics reinforce
campaigns increase consistent messaging, member
utilization of self-service tools experience & cross-promotion
• Mobile Launch
• Blue Access Training Cross-Channel communication
Online registration capability and strategy to increase
grew monthly training awareness (internal &
external) and adoption
• Email Growth • Social Media
Newsletter conversion, Enterprise strategy
automation, triggered implementation
messaging
Results: • 13.7M Member Portal Logins • 825k paper EOB opt-outs • 30k Provider Finder app downloads
• 23 BA training webinars/mo. • 1,000 email projects/mo. • 65% opened first "Blue For You"
retention email
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6. Social Media in Review 2010 – 2011
• Spanish Language • Foursquare Pilot
Phase I “Blue Cross Latino” Used location-based
Facebook pages launched social network to create
9/2011 online buzz for TX
playground build
• Community Partnerships
Building online connections • Goodwill Fan Ads
with brokers, Group business Facebook ads linked
and community partners to causes boosted fans
• Fan Campaigns • Social Recruiting
New technology enabled Twitter job ads and
enhanced fan growth 4-state branded LinkedIn
strategies page support online
recruiting
• 6,300 BCBS Latino Facebook fans • 6 MM positive impressions per month
Results:
• 80k Facebook fans • >300k Twitter audience of Q4 job postings
• 70% increase in fan engagement • 36,000 YouTube Ad views
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7. Social Media Strategy
80
70
60
Impact 50
40
Manage
Bottom 30
20
Online
Line 10
0
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
Reputation
Build Increase
Digital Assets Brand Value
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8. Community Management and
Online Reputation Management (ORM)
• Developed state-of-the-art ORM protocol
• Vulnerability assessment Key 2012 Plans:
• Conducted table-top simulation • Customer Service
training
• Ensured scalability of resources and technology • Evaluated integrated
monitoring options
• Addressed primarily Provider and Member issues • Twitter promotions
• Customer Service volume up 70% in 2012 • Inter-Plan work group
• Subsidiary collaboration
Social Media Alert: Online Situation and best-practice
Status: Ongoing
sharing
Monitor • Identify • Investigate • Inform • Manage • Improve
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9. Customer Service on Twitter and Facebook
Note the change in sentiment
from the first Tweet to the last
TWEET FROM: UPSET_MEMBER
Posted on: Jan 06, 2011 07:27 PM
Just got my BCBSTX insurance card. It's
confusing and I can't afford it. #mistake
#swindled #PPO
Following: 38 | Followers: 66 | Updates: 1776 | Sentiment:
Negative
TWEET FROM: BCBSTX
Posted on: Jan 06, 2011 09:07 PM
@upset_member Anything we can do to
help? We're happy to walk you through any
questions, concerns and hear your feedback.
Following: 716 | Followers: 1185 | Updates: 695 | Sentiment:
Neutral 9

10. TWEET FROM: UPSET_MEMBER
Posted on: Jan 06, 2011 10:01 PM
@BCBSTX Where do I start? 1. Address
change on-line. 2. Where does all this HSA
money go/do? 3. Finding a doctor 4. Going
for a check-up.
Following: 38 | Followers: 66 | Updates: 1781 | Sentiment:
Neutral
TWEET FROM: BCBSTX
Posted on: Jan 06, 2011 11:46 PM
@upset_member Glad to help with all of
those. DM us a call back number and a time
that works and we'll reach out.
Following: 717 | Followers: 1186 | Updates: 697 | Sentiment:
Neutral
TWEET FROM: BCBSTX
Posted on: Jan 07, 2011 05:46 PM
@upset_member It was great talking with
you! Feel free to reach out if there is anything
else we can help with :)
Following: 718 | Followers: 1187 | Updates: 698 | Sentiment:
Neutral
TWEET FROM: UPSET_MEMBER
Posted on: Jan 07, 2011 05:54 PM
@BCBSTX Great talking to you, too! All my
questions were answered and my worries
relieved.
Following: 39 | Followers: 66 | Updates: 1798 | Sentiment:
Positive
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11. The Road Ahead: Social Media
Enhances Member and Fan Experience
We will continue to build brand value with members and fans
with channel-appropriate strategies Simple • Affordable • Accessible
Coupons and Wellness and Cause-
Customer Service
Special Access Related Engagement
• Providing consistent • February: Heart
experience for Health Month /
members who prefer
“social “ channels Wear Red
photo
contest
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