How Can a Health Insurance Company Do Social Media?

An Inside Look at Blue Cross Blue Shield of Michigan's A Healthier Michigan: http://AHealthierMichigan.org

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About Me, Shannon PaulJoined BCBSM in June 2010

! Background in merging traditional PR with digital communications with a specialization in social media strategy, community and audience development.

! NHL Detroit Red Wings! Online Division of PEAK6

! Privately held company headquartered in the Chicago Board of Trade

! Parent company of several web-based businesses including online brokerage, OptionsHouse.

! My blog: Very Official Blog: http://VeryOfficialBlog.com

! Adjunct instructor at Madonna University

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Agenda

1. Shifting to an Iterative Process

2. Focusing on People3. Using Twitter,

Facebook and Flickr4. Measuring Success

4Photo Credit: rich13

Shifting to an Iterative Process

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Redesign Launched in January 2010! Increasing Search Engine Traffic

! New, flexible WordPress platform ! SEO-friendly writing

! Building Our Audience! Audience-centric content in series format! Subscription options to site content! Easy-to-use sharing features! No login required

! Aligning with Corporate Goals! Create trust and authority with search engines and

PEOPLE! Build relationships through shared interests and

relevant content

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People are Searching for Health Online! 80% of Internet users look up health information

online (Pew Internet & American Life Project)

MedHelp.org is the world's largest online community dedicated to health topics. The site boasts more then 12 million visits per month.

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Why Your Health is Important to BCBSM

! Michigan has the 10th most obese population in the U.S.

! Obesity-related health care costs are nearly $3 billion per year -Center for Healthcare Research and Transformation

! Helping Michigan residents live healthier lives is in everyone's best interest

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Health IS Social! Diet and exercise are

important for living your best life, but so is living in a thriving community with a healthy business environment and strong economy

! Community health and individual health are inseparable from one another

Photo Credit: lasmadrinas

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Our People, Our Expertise

http://www.ahealthiermichigan.org/about/our-team/

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Jodi Davis http://www.ahealthiermichigan.org/jodidavis

@WalkyTalkJODI

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Grace Derocha and Angie Jenkins

http://www.ahealthiermichigan.org/author/gracedietitian/ http://www.ahealthiermichigan.org/author/ajhealthcoach/

@GraceDietitian@AJHealthcoach

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Sven Gustafson

http://www.ahealthiermichigan.org/author/sgustafson/

@sveng

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GuestsGuest bloggers on A Healthier Michigan include: Michigan Hospital Association Senior Vice President, Sam Watson; and Lansing-resident/weight-loss success, Jon Stanton, among many others.

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Facebook and Twitter

http://facebook.com/HealthierMIhttp://twitter.com/HealthierMI

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Flickr

http://flickr.com/photos/HealthierMI

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Measuring Success! Key Performance Indicators (KPIs):

! Overall site traffic! Number of referring sites! Inbound traffic from social networks! Inbound traffic from organic search! Email and RSS subscriptions! On-site ad performance! Increased awareness of our BCBSM's

social media presencePhoto Credit: agyorke102

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Q&A and Thank you!! Contact Me:

" http://Twitter.com/ShannonPaul " http://LinkedIn.com/in/ShannonPaul" http://Facebook.com/ShannonPaul " spaul3@bcbsm.com

! Other Blue Cross Blue Shield of Michigan Social Media:" http://news.bcbsm.com" http://BCBSMblog.com" http://Twitter.com/BCBSM" http://Twitter.com/BCBSMnews" http://Facebook.com/BCBSM