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3/21/2012
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#MPTECH
MARCH 30, 2012
Successful Social Media Marketing in Highly Regulated Industries
#MPTECH
Introductions
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Glenn Engler, CEODigital Influence Group
Twitter: @GlennEngler
Rod Brooks, VP & CMOPEMCO Insurance
Twitter: @NW_Mktg_Guy
Shannon Paul, Social Media Manager Blue Cross Blue Shield of Michigan
Twitter: @ShannonPaul
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#MPTECH
GLENN ENGLER@GLENNENGLER
Digital Influence Group
#MPTECH
Customer Use of Social: Healthcare
• 80% of Internet users look online for health info
• 3rd most popular online activity, after Email & Search
4Sources: Pew Internet Center’s Internet & American Life Project; Ticker survey by National Research Corporation
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#MPTECH
Customer Use of Social: Healthcare
• 1 in 5 people use social media as a source of healthcare info
• Of those, 94% cited Facebook as their preferred source
• 79% surveyed Americans said social media influences their healthcare decisions
5Sources: Pew Internet Center’s Internet & American Life Project; Ticker survey by National Research Corporation #MPTECH
Customer Use of mHealth
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#MPTECH
Use of Social: Healthcare Companies
• 1,229 Hospitals are using social media across nearly 4,118online destinations
• 63% of Medical Device Companies use social media for job-related activities
• Only 16% of those use social to communicate with Customers and Prospects
7Social Media and Medical Device Industry, MedicommConsultants Inc, Ebennett.org, Wolters Kuwer Health survey #MPTECH
Use of Social: Docs
• 86% of physicians have used the internet to gather health, medical or prescription drug information
• 79% of physicians consume relevant video content (education, lectures, drug content)
• Physicians changed medicine/treatment 30% of the time, post internet research
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Medicomm Consultants Inc, Wolters Kuwer Health survey, Manhattan Research
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#MPTECH
Use of Social: Physician Networks
9 #MPTECH
Customer Use of Social: Financial Services
60% of online investors are active social media users, with the most rapid growth occurring among Boomers (ages 44-64) and Seniors (65+)
10Source: Forrester
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#MPTECH
Brand Use of Social: Financial Services
Nearly 80% of financial services firms are using social media…
11Source: Forrester Research #MPTECH
Brand Use of Social: Financial Services
… But few are responding to customer posts on their channels like Facebook
12Source: Forrester Research
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#MPTECH
FAQ in Regulated Industries
• What can / can’t we say?• What content of ours will customers
and potential clients find valuable?• How do we respond to negative online
comments and feedback?• How do we work with Legal to get
content approved in a timely manner?• Do we need a social media policy for
our brand and/or employees?
13 #MPTECH
ROD BROOKS@NW_MKTG_GUY
PEMCO Insurance
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#MPTECH
• Integrity• Responsibility• Courage
• Customer centric• Relationship led• Values based• Challenger brand• Hyper-local
PEMCO Mutual Insurance Company
15 #MPTECH
“Show me that you
know me in ways
that others don’t”
Serving responsible NW residents
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#MPTECH
• Integrity• Responsibility• Courage
BIG HAIRY AUDACIOUS GOAL
Dream BIG!
17 #MPTECH
• Integrity• Responsibility• Courage
BIG HAIRY AUDACIOUS GOAL
Dream BIG!
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#MPTECH
Company Vision
Social Mantra
Social Goal
“PEMCO Gets It”
Listen, Participate, Encourage & Enable
Fierce Advocates
Building Social Strategy
19 #MPTECH
• Integrity• Responsibility• Courage
“PEMCO’s success depends on the
positive opinion of people like me.
They listen, participate,
encourage and enable me to
share with others.”
Social Engagement Mantra
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#MPTECH
• Integrity• Responsibility• Courage
PEMCO Mutual Insurance Company
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Awareness to Advocacy
“I know you”
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#MPTECH
Awareness to Advocacy
“I like you”
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Awareness to Advocacy
“I like you”
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#MPTECH
Awareness to Advocacy
“I love you”
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Awareness to Advocacy
“I defend you”
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#MPTECH
Fuel the Advocacy
Engine with timely
and relevant content and
conversations.
Awareness To Advocacy
27 #MPTECH
SHANNON PAUL@SHANNONPAUL
Blue Cross Blue Shield of Michigan
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#MPTECH
Is Social Media Worth the Effort for Regulated Industries?
29 #MPTECH
Challenge: Time Consuming Processes
• Necessary planning and approval processes deter real-time communication
• Activity vs. Impact? (What’s the ROI)• How much work goes into a single tweet or status
update?• Does engagement pose additional risks?• Does your activity create more work for others?• Do approval requests contain enough context?
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#MPTECH
Solution: Strategic Alignment
• When social media plans align, connecting corporate goals with passionate people, everyone wins.
31 #MPTECH
Finding Opportunities to Align:Connecting BCBSM to Wellness
Our blog, aHealthierMichigan.org, grew from 9,000 page views in January 2011 to more than 58,000 page views in January 2012 with ONLY social media and organic SEO.
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#MPTECH
More Opportunities to Align:Event Sponsorships
• Increased broadcast media exposure for company sponsorship of a local festival at no additional cost
• Great boost to employee morale
#MPTECH
Getting Permission: How Lawyers Think
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#MPTECH
Getting Buy In:Recipe for Success with Legal
• Articulate what you want to do, share your plan• Manage workflow expectations• Explain the reward you will generate for the company• State the opportunity risk of NOT doing what you
propose
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Hint: Plans that align with corporate goals are easier to articulate in language understood by others throughout your business, including legal.
#MPTECH
Outside In Approach
Identifying Opportunities for Strategic Alignment Helps:
• Establish business processes to support effective social media engagement with relatively few risks to the organization
• Build internal relationships you need to support a sustainable social media presence
• Build external online relationships before you need them
• Humanize the organization• “Normalize” social media as a business tool• Rationalizes the need for a budget to become a
functional area of your business
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#MPTECH
INTERACTIVE DISCUSSIONQuestions from the Audience
37 #MPTECH
KEY TAKEAWAYS
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3 Tips for Leveraging Social in Regulated Industries
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#MPTECH
Working Around Regulatory Challenges
1. Bring Legal and Regulatory in at the Beginning
o Make them your best friend
o Bring them in early
o Involve them in critical meetings
and planning processes
39 #MPTECH
Working Around Regulatory Challenges
2. Think Content
o Audit existing content
o Determine what is already
published and approved
o Create “Snackable” content
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#MPTECH
Working Around Regulatory Challenges
3. Go Where the Conversations Are
o Listening / Monitoring
o Responding
o Proactive Engagement
o Adding Value
41 #MPTECH
Summary
1. Bring Legal and Regulatory in at the Beginning
2. Think Content
3. Go Where the Conversations Are
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#MPTECH
Contact Us
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Glenn Engler, CEO – Digital Influence Group
Twitter: @GlennEnglerLinkedIn: http://www.linkedin.com/in/glennenglerBlog: www.GlennEngler.com
Rod Brooks, VP & CMO – PEMCO
Twitter: @NW_Mktg_GuyLinkedIn: http://www.linkedin.com/in/rwbrooksBlog: www.rodbrooks.com
Shannon Paul – Blue Cross Blue Shield
Twitter: @ShannonPaulLinkedIn: http://www.linkedin.com/in/shannonpaulBlog: http://VeryOfficialBlog.com
#MPTECH
Thank You
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