John McClung

ibx.com/healthysteps

How to motivate people to engage with a brand they’d rather ignore.

Social Media PlusNovember 16, 2011

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Your Brand Isn’t Boring

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We thought our brand too boring for social media

50,000 photo views in three days

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Is this Health Insurance?

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What we’ll discuss today What makes your brand exciting Tell a compelling story about your brand Engage your audience and measure success

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What makes your brand exciting

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How is your brand unique?Every brand has something that resonates with their customers and differentiates them from the competition.

What is your title sponsorship, signature event, or iconic visual?

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Learning to listen Conversation about your industry and your brand is already happening – so why not listen in?

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What IBX learned by listening

• People were already talking about our industry• People were talking specifically about our brand • We were missing opportunities to assist and engage

customers

What are people saying about you?

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Join the conversation where it’s occurringWhich social media platforms areright for your brand?

• Your industry is discussed there• Allows you to share your content

and knowledge• Use the hub/spoke approach

What is the best hub for your brand?

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Tell a compelling story about your brand

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Agree on the rules of engagement• Understand the restrictions from legal and

compliance• Get buy-in from your senior executive team• Identify stakeholders• Establish policy on use

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IBX’s Social Media Goals Our mission is for our members to be well and feel positively about our brand.

We produce engaging, informative materials that can:• build community• empower our audience to live a healthy lifestyle• benefit our business

If you removed the SELL from your message, what would be left to TELL?

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The story IBX tells…

Corporate Partnerships

Promoting Health & Wellness

Volunteerism & Community Investment

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…and the people who tell it.

Chef Katie Cavuto-BoyleDietitian, Philadelphia Phillies

Kimberly GarrisonDaily News Columnist & Wellness Guru

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IBX Healthy Steps Phase 1 – Nutrition

Result?300% increase

in fans

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IBX Healthy Steps Phase 2 – Physical Activity

Result?3,000 new fans

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Managing your messageCreate an editorial calendar to manage your narrative• What excites your audience?• Gather news, events, and observances in your

industry• Leverage existing partnerships

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Engage your audience and measure success

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Seek opportunities to help your customers• Listen so you can assist proactively• Provide tools/facts that are both fun and useful• Uncover systematic issues

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The value of engagement

“ Ten years ago daddy quit smoking, lost 50 pounds, and ran his first mile.”

- Michael & Rachael S. IBC members

How have you improved your customers’ lives?

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Building brand ambassadors

Who is your ideal brand ambassador?

“ Thanks to Independence Blue Cross, I got the care I needed for my leg and was married less than three weeks later.”

- Mark W., IBC member

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Interact with your fanbase…

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…and grow your community

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Integration into Advertising and Promotion

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Integration into Advertising and Promotion• Web• Print• TV• Periodicals• Email blasts• Internal

communications

10 - 20% monthly growth in fanbase

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Regular reporting to stakeholders

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People are interested in your business…

Are you finding ways to connect with them?

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Questions & Discussion