successful social media marketing in highly regulated ... · fuel the advocacy engine with timely...

3/21/2012

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#MPTECH

MARCH 30, 2012

Successful Social Media Marketing in Highly Regulated Industries

#MPTECH

Introductions

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Glenn Engler, CEODigital Influence Group

Twitter: @GlennEngler

Rod Brooks, VP & CMOPEMCO Insurance

Twitter: @NW_Mktg_Guy

Shannon Paul, Social Media Manager Blue Cross Blue Shield of Michigan

Twitter: @ShannonPaul

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#MPTECH

GLENN ENGLER@GLENNENGLER

Digital Influence Group

#MPTECH

Customer Use of Social: Healthcare

• 80% of Internet users look online for health info

• 3rd most popular online activity, after Email & Search

4Sources: Pew Internet Center’s Internet & American Life Project; Ticker survey by National Research Corporation

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#MPTECH

Customer Use of Social: Healthcare

• 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

5Sources: Pew Internet Center’s Internet & American Life Project; Ticker survey by National Research Corporation #MPTECH

Customer Use of mHealth

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#MPTECH

Use of Social: Healthcare Companies

• 1,229 Hospitals are using social media across nearly 4,118online 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

7Social Media and Medical Device Industry, MedicommConsultants Inc, Ebennett.org, Wolters Kuwer Health survey #MPTECH

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

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Medicomm Consultants Inc, Wolters Kuwer Health survey, Manhattan Research

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#MPTECH

Use of Social: Physician Networks

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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+)

10Source: Forrester

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#MPTECH

Brand Use of Social: Financial Services

Nearly 80% of financial services firms are using social media…

11Source: Forrester Research #MPTECH

Brand Use of Social: Financial Services

… But few are responding to customer posts on their channels like Facebook

12Source: Forrester Research

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#MPTECH

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?

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ROD BROOKS@NW_MKTG_GUY

PEMCO Insurance

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#MPTECH

• Integrity• Responsibility• Courage

• Customer centric• Relationship led• Values based• Challenger brand• Hyper-local

PEMCO Mutual Insurance Company

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“Show me that you

know me in ways

that others don’t”

Serving responsible NW residents

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#MPTECH


BIG HAIRY AUDACIOUS GOAL

Dream BIG!

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BIG HAIRY AUDACIOUS GOAL

Dream BIG!

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#MPTECH

Company Vision

Social Mantra

Social Goal

“PEMCO Gets It”

Listen, Participate, Encourage & Enable

Fierce Advocates

Building Social Strategy

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“PEMCO’s success depends on the

positive opinion of people like me.

They listen, participate,

encourage and enable me to

share with others.”

Social Engagement Mantra

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PEMCO Mutual Insurance Company

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Awareness to Advocacy

“I know you”

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“I like you”

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“I like you”

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“I love you”

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“I defend you”

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#MPTECH

Fuel the Advocacy

Engine with timely

and relevant content and

conversations.

Awareness To Advocacy

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SHANNON PAUL@SHANNONPAUL

Blue Cross Blue Shield of Michigan

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#MPTECH

Is Social Media Worth the Effort for Regulated Industries?

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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?

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#MPTECH

Solution: Strategic Alignment

• When social media plans align, connecting corporate goals with passionate people, everyone wins.

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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.

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#MPTECH

More Opportunities to Align:Event Sponsorships

• Increased broadcast media exposure for company sponsorship of a local festival at no additional cost

• Great boost to employee morale

#MPTECH

Getting Permission: How Lawyers Think

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#MPTECH

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

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

#MPTECH

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

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INTERACTIVE DISCUSSIONQuestions from the Audience

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KEY TAKEAWAYS

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3 Tips for Leveraging Social in Regulated Industries

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#MPTECH

Working Around Regulatory Challenges

1. Bring Legal and Regulatory in at the Beginning

o Make them your best friend

o Bring them in early

o Involve them in critical meetings

and planning processes

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2. Think Content

o Audit existing content

o Determine what is already

published and approved

o Create “Snackable” content

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3. Go Where the Conversations Are

o Listening / Monitoring

o Responding

o Proactive Engagement

o Adding Value

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Summary

1. Bring Legal and Regulatory in at the Beginning

2. Think Content

3. Go Where the Conversations Are

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#MPTECH

Contact Us

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Glenn Engler, CEO – Digital Influence Group

Twitter: @GlennEnglerLinkedIn: http://www.linkedin.com/in/glennenglerBlog: www.GlennEngler.com

Rod Brooks, VP & CMO – PEMCO

Twitter: @NW_Mktg_GuyLinkedIn: http://www.linkedin.com/in/rwbrooksBlog: www.rodbrooks.com

Shannon Paul – Blue Cross Blue Shield

Twitter: @ShannonPaulLinkedIn: http://www.linkedin.com/in/shannonpaulBlog: http://VeryOfficialBlog.com

#MPTECH

Thank You

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successful social media marketing in highly regulated ... · fuel the advocacy engine with timely...

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