Besmartbewell.com Saves The World with Content Marketing and You Can Too!

#CMWorld

Sept. 10, 2014

Katie HockingLead Communications Consultant

Health Care Service Corporation

@BSBW; @hocking_katie

#CMWorld@BSBW; @hocking_katie

#CMWorld@BSBW; @hocking_katie

#CMWorld@BSBW; @hocking_katie

#CMWorld@BSBW; @hocking_katie

#CMWorld@BSBW; @hocking_katie

They’ll give you EXTRA POWERS!!!

Hey, grab those

TAKEAWAYS!

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#CMWorld7

#CMWorld@BSBW; @hocking_katie

IL MT NM OK TX

it’s content marketing...

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#CMWorld

HCSC Purpose

Be Smart.Be Well. Mission

…to help save the world.

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#CMWorld

it’s also storytelling.

Watch this video online here.

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#CMWorld

#CMWorld@BSBW; @hocking_katie

Expanded to 9 topics

1st multi-channel

marketing plan

Goals set and

1st scorecard

Launch e-alerts

and e-newsletter

subscriptions

we’ve come a long way.

Expanded to 15 topics

Engagement focus via web

redesign & social channels

Daily Facebook, Twitter,

YouTube, and Pinterest

posts and comments

Co-marketing partners

(CDC, Hazelden, NAMI, etc.)

Expanded distribution to 345

PBS stations and 3,000

Context Media patient

waiting rooms

Need identified for

education web site

Decision to soft

brand as BSBW

Test & learn starts

with single topic

201420112008

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#CMWorld@BSBW; @hocking_katie

Or risk destroyingTHE WORLD!!!

Hey, write this STUFF DOWN!

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#CMWorld

be nimble. edgy. innovative.

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#CMWorld

Watch this video online here.

be nimble. edgy. innovative.

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#CMWorld

#CMWorld@BSBW; @hocking_katie

keeping it going and growing.

2014

2011

2008

Proof of concept

Set expectations

Continuous improvement

In-house laboratory

Efficient use of resources

Senior-level support

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#CMWorld@BSBW; @hocking_katie

we’re supercharged this year…

#CMWorld@BSBW; @hocking_katie

#CMWorld@BSBW; @hocking_katie

#CMWorld@BSBW; @hocking_katie

#CMWorld22

#CMWorld@BSBW; @hocking_katie

We built it. And some people came.

challenge 1.

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#CMWorld@BSBW; @hocking_katie

Increase exposure and engagement through

promotion, partnerships and channels.

solution.

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#CMWorld@BSBW; @hocking_katie

We outgrew our start-up strategy.

challenge 2.

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#CMWorld@BSBW; @hocking_katie

solution.

Craft a long-term strategy around…

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#CMWorld@BSBW; @hocking_katie

YOUNG

ADULTS

18-24

PARENTS

35-50, 50+

TEENS

13-17

well-defined target audiences.

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#CMWorld@BSBW; @hocking_katie

Email Subscribers: 52,000Over 60% parental age

Facebook Fans: 130,00070% teens/young adults 13-24

(counter to prevailing trends)

target audience implications.

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#CMWorld

Life stories to help us all.

THE BRAND EXPERIENCE

How visitors emotionally experience the brand

THE BRAND PROMISE

How visitors connect and benefit

Authentic Credible Motivating Approachable

careful brand positioning.

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#CMWorld@BSBW; @hocking_katie

Yes, what’s yourSUPERPOWER?

Everyone has a SPECIAL POWER!

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#CMWorld@BSBW; @hocking_katie

2014 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

BSBW Promotion Windows

Promotion Period Promo 1 Promo 2 Promo 3 Promo 5

Promotion Topic Restaurant Food Safety Addiction Teens and Depression Teen Driving

Promotion Time Frame Mon 1/13 to Fri 2/14 Mon 2/17 to Fri 3/21 Mon 3/24 to Fri 4/18

Note: extend social to Fri

4/25

Mon 6/2 to Fri 6/27

Content Type Extension Topic Extension Topic Extension Topic Extension Topic

Partner Focus / Opportunity Ben Vaughn, Food Network Hazelden NAMI CDC and NSC

Promotion Tactics by Channel

BSBW Promotion Channels

Social & Online Advertising

Campaigns

12

Google Network / YouTube

Advertising

2

PRN Press Releases 8

Subscriber Email Comms. 43

Newsletters 6 Issue 1 NA Issue 2 NA

News Alerts 24 Issue 1-2 Issue 3-4 Issue 5-6 Issue 7-8 Issue 9-10 Issue 11-12 Issue 13-14 Issue 15-16 Issue 17-18 Issue 19-20 Issue 21-22 Issue 23-24

Pinterest Trends - Email 4

Quarterly Email Announcements to

Subscribers

4 Join BSBW's Social

Community!

Engagement

Feedback Survey

BSBW's Most Popular

Story in 2014

HCSC Integration

BSBW Recruitment via HCSC

BAM (Blue Access Members) 3

BlueStar (Non-BAM Members) 1

Blue For You (Indiv, Retail Insured) 1

Other HCSC MarCom

Lifetimes E-Articles Pregnancy Risks Food Safety Addiction D. Violence STDs/Molly End of Life Teen Driving Bullying TBI/Amy Sports/Conc Teen Depression Caregiving

HCSC Lobby and Web Sites

Mon 4/21 to Fri 5/30

Note: start social Mon 4/28

Mon 7/7 to Fri 8/29 Mon 9/1 to Fri 10/31 Mon 11/3 to Fri 12/26

New Topic New Topic Extension Topic Extension Topic

Quarter 1

BSBW's 2014 Topics and Integrated Marketing Calendar

Quarter 2 Quarter 3 Quarter 4

Promo 4 Promo 6 Promo 7 Promo 8

End of Life: The Conversation Bullying TBI - Sports & Concussions Long Distance Caregiving

Rush Medical Center AARPThe Conversation Project PACER

Issue 6Issue 3 Issue 4 Issue 5

8 Promotion Periods43 Subscriber Emails

Enterprise Integration

integrated editorial and promotion plans.

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#CMWorld@BSBW; @hocking_katie

Never enough time or money.Big goals.

challenge 3.

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#CMWorld@BSBW; @hocking_katie

Here’s how to scale…

Recruit help from internal partners

Build momentum as community grows

Collaborate extensively with agency

Promote internally

Rinse and repeat

solution.

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#CMWorld@BSBW; @hocking_katie

Recruit internal

partners.

solution.

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#CMWorld@BSBW; @hocking_katie

challenge 4.

You’d like to play with the big boys.

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#CMWorld@BSBW; @hocking_katie

challenge 4.

You’d like to play with the big boys.

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#CMWorld@BSBW; @hocking_katie

And you can if you…

Clearly define what’s in it for them

Start conversations with partners

Transition from content-only to

content and co-marketing

partnerships

solution.

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#CMWorld@BSBW; @hocking_katie

challenge 5.

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#CMWorld@BSBW; @hocking_katie

Dust yourself off.

Ask what.

Learn why.

Get back on.

solution.

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#CMWorld@BSBW; @hocking_katie

Somebody always wants to know…

What’s the ROI?

challenge 6.

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#CMWorld@BSBW; @hocking_katie

Community

• Subscribers: 55K

• Email Open Rate: 32%

• Avg. Click Rate: 20%

• Facebook Fans:130K

Engagement

• Site Visits: 155K

• Visitors Who Click: 32%

• Visitors Who Share: 2%

Exposure

• Video Views: 987K

• Audience Impressions:185 million

solution.

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#CMWorld@BSBW; @hocking_katie

Revised Plan: Launch

Bullying in July, 2014

Eliminated another

topic in order to

do Bullying.

the spark.

We figured we

could help if we

focused on Bullying.

October 18, 2013

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#CMWorld@BSBW; @hocking_katie

Video 3

the call to action.

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#CMWorld@BSBW; @hocking_katie

#CMWorld@BSBW; @hocking_katie

Channel Weeks 1-3 Weeks 4-6 Weeks 7-8

Spotlight Newsletter

Multi-Vu Press Release

Facebook Promoted Posts

Social Media Editorial

Co-Marketing Partner Tactics

HCSC: Lifetimes, Blue state

sites, billboards and

monitors

Embedded content on

partners’ Facebook,

Twitter, Pinterest, and

YouTube channels.

30+ visual, editorial, and internal elements

the promotion.

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#CMWorld@BSBW; @hocking_katie

the results.

Engagement Exposure

Total Site Visits Generated: 24,500(2,325 Social Media visits, 13,000 Subscriber

visits, 9,175 Direct Traffic visits)

Bullying Quiz Takers: 3,400

Facebook Clicks-to-Website: 9,600

FB Post Engagement Actions: 18,300

Video Views: 10,400(from 2 videos)

Video Plays: 2,150(from 2 videos)

Facebook Audience Impressions:1.94 million

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#CMWorld@BSBW; @hocking_katie

If you can innovate,

YOU CAN DO IT!!!

Have. To. Get. Out. OF THIS

JAM!

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#CMWorld49

#CMWorld@BSBW; @hocking_katie

Feedback User surveys

Distribution 2.0 Out of Home Networks

The Blog Planned 2015 launch

Social Expansion Likely Instagram

In-market Events Helmet giveaways

flying into the future.

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#CMWorld@BSBW; @hocking_katie

what it takes.

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#CMWorld@BSBW; @hocking_katie

Thank You.

#CMWorld@BSBW; @hocking_katie

SubscribeBeSmartBeWell.com

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subscribe. contact. questions.

Katie Hocking

Katie_Hocking@bcbsil.com

Susan Zimny

zimnys@bcbsil.com

Rick Smith (agency)

rick@gante-ltd.com

Email questions by 10/8 to

Katie_Hocking@bcbsil.com.

We’ll answer one month from

today via WebEx.

WHEN: 10/15/14, 1-2pm CST

WHERE: WebEx Conference

HOW: Invites sent by 10/8/14

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