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SOCIAL MEDIA AND
REGULATED
INDUSTRIES
How to Have Fun AND Stay Out of Trouble
About Me
Shannon Paul, Social Media Manager,
Blue Cross Blue Shield of Michigan
Twitter: @ShannonPaul
Blog: http://VeryOfficialBlog.com
Experience managing social media for health
care, financial services and professional sports
organizations
Shannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
2
Social Media is Not Well Understood in
Regulated Industries
Challenge #1: Confusion
Shannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
3
70% of All Companies Ban Access
to Social Networking Sites
Love/Hate Relationship with Social Media4
Demand for social media skills is
up 94 percent since 2010
BUT, Demand for Social Skills is
Skyrocketing5
Social Media is Inevitable
Shannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
6
Planning and Approval Processes Deter
Real-Time Communication
Challenge #2: Rules7
Shannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
When plans align and support existing business
initiatives, the effort makes sense and the rewards
are apparent
Is Social Media Worth the Effort?8
Activity vs Impact?
Shannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
9
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?
Helping Others Understand EXACTLY What
You Would Like to do with Social Media
Solution #1: Plan10
Shannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
Real Strategies Align & Accrue
Shannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
11
Your social
media
strategy
should align
with parent
business
strategies
Look Inward
Shannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
12
Know thyself:
Operational alignment or one-off experiment? Hint: Without operational alignment, you have a one-off
experiment
One-off experiments often grow up into programs that align and
accrue to business goals
Who’s your daddy? Get clear on overarching business goals and objectives
Understand the parent strategy you wish to support with social
media activity
Competitive Analysis Where are your competitors?
Build a Scope of Conversation
Shannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
13
What is the role of your brand in each social
network: Who you will/won’t be
Are you a facilitator or a participator?
Will you be instructive or simply share a “behind
the scenes” experience
Will you be proactive – create content for social
audiences to interact with? Or reactive –
responding only to customer complaints or
mentions?
Using Your Plan to Articulate the Risks
and Rewards of Your Proposed Social
Media Engagement Strategy or
Campaign
Solution #3: Get Permission14
Shannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
How Lawyers Often Think15
Articulate
the risks and
rewards of
your social
media
engagement
strategy
Recipe for Success: Precision
Shannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
16
Explain exactly what you want to do and how you plan to do it
This does not mean telling legal you want to “get the company on Facebook” – this is not a plan
Explain exactly what you need from them
Disclaimer for known risks
Terms and conditions
Research and identify potential risks
Explain the strategic goal for your activity in terms of your parent strategy and how your social media tactics align
Explain the opportunity risk of NOT doing what you propose
CASE STUDYHow Blue Cross Blue Shield of Michigan Uses Social Media
BCBSM’s Approach to Social
Media Ecosystem approach to social content
focused on:
• Strengthening relationships with community stakeholders,
• Building trust and authority on issues of health and wellness for all Michigan residents
• Extending brand and value proposition to social networks (go where the people are)
• Twitter:
• @BCBSM
• @BCBSMnews
• @HealthierMI
• Facebook.com/BCBSM
• Facebook.com/HealthierMIShannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
18
Make Internal Expertise
“Social”
Shannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
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Our blog, A
Healthier
Michigan
grew from
9,000 page
views in
January
2011 to
more than
58,000 page
views in
January
2012
Looking for Opportunities to Align
Find the FUN!20
Shannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
Event Sponsorships
Shannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
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Increased broadcast media exposure for company sponsorship of a local festival at no additional cost
Great boost to employee morale
More than 5,000 views on YouTube
Sports and Cause Marketing
Shannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
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Monday Night Football Breast Cancer Awareness
PSA with Matthew Stafford linked to aHealthierMichigan.org
aHealthierMichigan.org profiled breast cancer survivors who accompanied BCBSM CEO Dan Loepp onto the field for ACS donation
“Curable Towels” passed out to fans at the game, and given to @HealthierMIfollowers as trivia prizes after the game
Press Conferences
Shannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
23
Social media influencers and bloggers (including those from other downtown Detroit businesses) were invited to our ribbon-cutting press event at Detroit’s iconic Renaissance Center
Loyalty Programs
Shannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
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Holiday
promotion for
Healthy Blue
Xtras –
BCBSM’s
member
discount
program
leveraged
social media
content to
drive interest
and
engagement
Why “fun” matters
Bringing it Home25
Shannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
“Fun” Can Bring Value to Your
Business
Shannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
26
Looking for external opportunities to use social media to boost outcomes 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
THANK YOU!
Shannon Paul, Social Media Manager, Blue Cross Blue Shield of
Michigan
27
Q&A
Shannon Paul
Twitter: @ShannonPaul
Blog: http://VeryOfficialBlog.com
Email: [email protected]
