Successful Social Media Marketing in Highly Regulated Industries

Transcription

1 Introductions Glenn Engler, CEO Digital Influence Group Successful Social Media Marketing in Highly Regulated Industries MARCH 30, 2012 Rod Brooks, VP & CMO PEMCO Insurance Shannon Paul, Social Media Manager Blue Cross Blue Shield of Michigan 2 1

2 Customer Use of Social: Healthcare 80% of Internet users look online for health info Digital Influence Group GLENN 3 rd most popular online activity, after & Search Sources: Pew Internet Center s Internet & American Life Project; Ticker survey by National Research Corporation 4 2

3 Customer Use of Social: Healthcare Customer Use of mhealth 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 Sources: Pew Internet Center s Internet & American Life Project; Ticker survey by National Research Corporation 5 6 3

4 Use of Social: Healthcare Companies 1,229 Hospitals are using social media across nearly 4,118 online 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 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 Social Media and Medical Device Industry, Medicomm Consultants Inc, Ebennett.org, Wolters Kuwer Health survey 7 Medicomm Consultants Inc, Wolters Kuwer Health survey, Manhattan Research 8 4

5 Use of Social: Physician Networks 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+) 9 Source: Forrester 10 5

6 Brand Use of Social: Financial Services Brand Use of Social: Financial Services Nearly 80% of financial services firms are using social media But few are responding to customer posts on their channels like Facebook Source: Forrester Research 11 Source: Forrester Research 12 6

7 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? PEMCO Insurance ROD 13 7

8 PEMCO Mutual Insurance Company Serving responsible NW residents Integrity Responsibility Courage Customer centric Relationship led Values based Challenger brand Hyper-local Show me that you know me in ways that others don t

9 Dream BIG! Dream BIG! Integrity Responsibility Courage BIG HAIRY AUDACIOUS GOAL Integrity Responsibility Courage BIG HAIRY AUDACIOUS GOAL

10 Building Social Strategy Social Engagement Mantra Company Vision Social Mantra Social Goal PEMCO Gets It Listen, Participate, Encourage & Enable Fierce Advocates PEMCO s success depends on the positive opinion of people like me. They listen, Integrity participate, Responsibility Courage encourage and enable me to share with others

11 PEMCO Mutual Insurance Company I know you Integrity Responsibility Courage Awareness to Advocacy

12 I like you I like you Awareness to Advocacy Awareness to Advocacy

13 I love you I defend you Awareness to Advocacy Awareness to Advocacy

14 Awareness To Advocacy Fuel the Advocacy Engine with timely and relevant content and conversations. Blue Cross Blue Shield of Michigan SHANNON 27 14

15 Is Social Media Worth the Effort for Regulated Industries? 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?

16 Solution: Strategic Alignment When social media plans align, connecting corporate goals with passionate people, everyone wins. 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

17 More Opportunities to Align: Event Sponsorships Getting Permission: How Lawyers Think Increased broadcast media exposure for company sponsorship of a local festival at no additional cost Great boost to employee morale 34 17

18 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 Hint: Plans that align with corporate goals are easier to articulate in language understood by others throughout your business, including legal. 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

19 Questions from the Audience INTERACTIVE DISCUSSION 3 Tips for Leveraging Social in Regulated Industries KEY TAKEAWAYS

20 Working Around Regulatory Challenges Working Around Regulatory Challenges 1. Bring Legal and Regulatory in at the Beginning 2. Think Content o Make them your best friend o Audit existing content o Bring them in early o Determine what is already o Involve them in critical meetings published and approved and planning processes o Create Snackable content

21 Working Around Regulatory Challenges Summary 3. Go Where the Conversations Are o Listening / Monitoring o Responding 1. Bring Legal and Regulatory in at the Beginning 2. Think Content 3. Go Where the Conversations Are o Proactive Engagement o Adding Value

22 Contact Us Glenn Engler, CEO Digital Influence Group LinkedIn: Blog: Rod Brooks, VP & CMO PEMCO Thank You LinkedIn: Blog: Shannon Paul Blue Cross Blue Shield LinkedIn: Blog: