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
7
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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