john mcclung
Post on 20-Oct-2014
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ibx.com/healthysteps
How to motivate people to engage with a brand they’d rather ignore.
Social Media PlusNovember 16, 2011
1
Your Brand Isn’t Boring
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We thought our brand too boring for social media
50,000 photo views in three days
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Is this Health Insurance?
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What we’ll discuss today What makes your brand exciting Tell a compelling story about your brand Engage your audience and measure success
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What makes your brand exciting
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How is your brand unique?Every brand has something that resonates with their customers and differentiates them from the competition.
What is your title sponsorship, signature event, or iconic visual?
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Learning to listen Conversation about your industry and your brand is already happening – so why not listen in?
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What IBX learned by listening
• People were already talking about our industry• People were talking specifically about our brand • We were missing opportunities to assist and engage
customers
What are people saying about you?
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Join the conversation where it’s occurringWhich social media platforms areright for your brand?
• Your industry is discussed there• Allows you to share your content
and knowledge• Use the hub/spoke approach
What is the best hub for your brand?
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Tell a compelling story about your brand
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Agree on the rules of engagement• Understand the restrictions from legal and
compliance• Get buy-in from your senior executive team• Identify stakeholders• Establish policy on use
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IBX’s Social Media Goals Our mission is for our members to be well and feel positively about our brand.
We produce engaging, informative materials that can:• build community• empower our audience to live a healthy lifestyle• benefit our business
If you removed the SELL from your message, what would be left to TELL?
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The story IBX tells…
Corporate Partnerships
Promoting Health & Wellness
Volunteerism & Community Investment
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…and the people who tell it.
Chef Katie Cavuto-BoyleDietitian, Philadelphia Phillies
Kimberly GarrisonDaily News Columnist & Wellness Guru
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IBX Healthy Steps Phase 1 – Nutrition
Result?300% increase
in fans
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IBX Healthy Steps Phase 2 – Physical Activity
Result?3,000 new fans
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Managing your messageCreate an editorial calendar to manage your narrative• What excites your audience?• Gather news, events, and observances in your
industry• Leverage existing partnerships
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Engage your audience and measure success
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Seek opportunities to help your customers• Listen so you can assist proactively• Provide tools/facts that are both fun and useful• Uncover systematic issues
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The value of engagement
“ Ten years ago daddy quit smoking, lost 50 pounds, and ran his first mile.”
- Michael & Rachael S. IBC members
How have you improved your customers’ lives?
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Building brand ambassadors
Who is your ideal brand ambassador?
“ Thanks to Independence Blue Cross, I got the care I needed for my leg and was married less than three weeks later.”
- Mark W., IBC member
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Interact with your fanbase…
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…and grow your community
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Integration into Advertising and Promotion
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Integration into Advertising and Promotion• Web• Print• TV• Periodicals• Email blasts• Internal
communications
10 - 20% monthly growth in fanbase
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Regular reporting to stakeholders
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People are interested in your business…
Are you finding ways to connect with them?
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Questions & Discussion