Social Media Update

Lynde O’BrienDirector, Electronic Media Strategy

Experts in the anthropology of popular culture predict that

by 2020, the leading social media tools will converge into a pervasive new meta-communications platform with unprecedented reach and mind-altering consequences.

The Future of Communications?

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Before: Communications was more about US

Customer Outreach

BCBS

EmployerProduct Information

Open EnrollmentMaterials

Group-SpecificMaterials

by Plan

Generic Wellness

Messages

Provider Directories

PrintedNewsletters

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Now: It’s all about the MEMBER

Multiple channels to ask for help

My Incentives and Rewards Programs

My Providers and Their Ratings

My Blue Community

My Mobile Wellness

Messages

My Online Tools

My 24/7 Nurse

Advisor

eMedia Strategy 2010 – 2011 in Review

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• Blue Access AdoptionMonthly wellness subscriptions and co-branded incentive campaigns increase utilization of self-service tools

• Blue Access TrainingOnline registration capability grew monthly training

• Email Growth Newsletter conversion, automation, triggeredmessaging

• Cross Channel Communications TeamCoordinated campaigns and wellness topics reinforce consistent messaging, member experience & cross-promotion

• Mobile LaunchCross-Channel communication and strategy to increase awareness (internal &external) and adoption

• Social Media Enterprise strategy implementation

• 13.7M Member Portal Logins• 23 BA training webinars/mo.

• 30k Provider Finder app downloads• 65% opened first "Blue For You"

retention email

Results: • 825k paper EOB opt-outs• 1,000 email projects/mo.

• Spanish Language Phase I “Blue Cross Latino” Facebook pages launched 9/2011

• Community PartnershipsBuilding online connections with brokers, Group business and community partners

• Fan CampaignsNew technology enabled enhanced fan growth strategies

• Foursquare PilotUsed location-based social network to create online buzz for TX playground build

• Goodwill Fan AdsFacebook ads linked to causes boosted fans

• Social RecruitingTwitter job ads and 4-state branded LinkedIn page support online recruiting

• 6,300 BCBS Latino Facebook fans• 80k Facebook fans• 70% increase in fan engagement

• 6 MM positive impressions per month• >300k Twitter audience of Q4 job postings• 36,000 YouTube Ad views

Results:

Social Media in Review 2010 – 2011

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Social Media Strategy

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60

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1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Manage OnlineReputation

ImpactBottom

Line

Increase Brand Value

BuildDigital Assets

Community Management and Online Reputation Management (ORM)

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• Developed state-of-the-art ORM protocol

• Vulnerability assessment

• Conducted table-top simulation

• Ensured scalability of resources and technology

• Addressed primarily Provider and Member issues

• Customer Service volume up 70% in 2012

Social Media Alert: Online SituationStatus: Ongoing

Key 2012 Plans:

•Customer Service training

•Evaluated integrated monitoring options

•Twitter promotions

• Inter-Plan work group

•Subsidiary collaboration and best-practice sharing

Monitor • Identify • Investigate • Inform • Manage • Improve

Customer Service on Twitter and Facebook

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Note the change in sentiment from the first Tweet to the last

TWEET FROM: UPSET_MEMBERPosted on: Jan 06, 2011 07:27 PM  

Just got my BCBSTX insurance card. It's confusing and I can't afford it. #mistake #swindled #PPO Following: 38 | Followers: 66 | Updates: 1776 | Sentiment: Negative

TWEET FROM: BCBSTXPosted on: Jan 06, 2011 09:07 PM 

@upset_member Anything we can do to help? We're happy to walk you through any questions, concerns and hear your feedback. Following: 716 | Followers: 1185 | Updates: 695 | Sentiment: Neutral 9

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TWEET FROM: UPSET_MEMBERPosted on: Jan 06, 2011 10:01 PM

@BCBSTX Where do I start? 1. Address change on-line. 2. Where does all this HSA money go/do? 3. Finding a doctor 4. Going for a check-up.Following: 38 | Followers: 66 | Updates: 1781 | Sentiment: Neutral

TWEET FROM: BCBSTXPosted on: Jan 06, 2011 11:46 PM

@upset_member Glad to help with all of those. DM us a call back number and a time that works and we'll reach out.Following: 717 | Followers: 1186 | Updates: 697 | Sentiment: Neutral

TWEET FROM: BCBSTXPosted on: Jan 07, 2011 05:46 PM

@upset_member It was great talking with you! Feel free to reach out if there is anything else we can help with :)Following: 718 | Followers: 1187 | Updates: 698 | Sentiment: Neutral

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TWEET FROM: UPSET_MEMBERPosted on: Jan 07, 2011 05:54 PM

@BCBSTX Great talking to you, too! All my questions were answered and my worries relieved.Following: 39 | Followers: 66 | Updates: 1798 | Sentiment: Positive

The Road Ahead: Social Media Enhances Member and Fan Experience

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We will continue to build brand value with members and fans with channel-appropriate strategies Simple • Affordable • Accessible

Customer ServiceCoupons and

Special AccessWellness and Cause-Related Engagement

• February: Heart Health Month / Wear Red photo contest

• Providing consistent experience for members who prefer “social “ channels

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