1. Blue Cross Blue Shield of Michigan uses social media like Twitter, Facebook, and Flickr to engage with the public about health and wellness. 2. They focus on building trust with search engines and audiences by providing relevant health content through their website A Healthier Michigan. 3. BCBSM measures the success of their social media efforts through key performance indicators like website traffic, social referrals, and awareness of their presence online.

1. 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

2. About Me, Shannon Paul
Joined 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
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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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3. Agenda
1. Shifting to an
Iterative Process
2. Focusing on People
3. Using Twitter,
Facebook and Flickr
4. Measuring Success
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4. Shifting to an Iterative Process
Photo Credit: rich13
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5. Redesign Launched in January 2010
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Increasing Search Engine Traffic
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New, flexible WordPress platform
!
SEO-friendly writing
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Building Our Audience
!
Audience-centric content in series format
!
Subscription options to site content
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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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6. 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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7. 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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8. 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 Photo Credit: lasmadrinas
individual health are
inseparable from one
another
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9. Our People, Our Expertise
http://www.ahealthiermichigan.org/about/our-team/
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10. Jodi Davis http://www.ahealthiermichigan.org/jodidavis
@WalkyTalkJODI
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11. Grace Derocha and Angie Jenkins
@GraceDietitian
@AJHealthcoach
http://www.ahealthiermichigan.org/author/gracedietitian/
http://www.ahealthiermichigan.org/author/ajhealthcoach/ 11

12. Sven Gustafson
@sveng
http://www.ahealthiermichigan.org/author/sgustafson/ 12

13. Guests
Guest 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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14. Facebook and Twitter
http://facebook.com/HealthierMI
http://twitter.com/HealthierMI
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15. Flickr
http://flickr.com/photos/HealthierMI
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16. 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
Photo Credit: agyorke102
social media presence
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17. 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
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