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Wellmark Social Media 101

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by

Becky Blackford

on 6 November 2014

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Transcript of Wellmark Social Media 101

FACEBOOK
So•cial Me•di•a
noun [ treated as sing. or pl. ]
Websites and applications used for social networking.
Social media is taking the time to have an
intelligent and informative conversation with the people who make Wellmark the company that it is.
Social media is a great way to address customer service issues - HOWEVER, if all you do is respond to complaints, that's all people will ever send you.
Social media is an opportunity for brands to humanize themselves. Rather than people seeing a faceless company, they engage with caring human beings who act as brand ambassadors.
Social media is a dedication to a conversation.
(A conversation that will happen whether we choose to participate or not. )
SOCIAL MEDIA DO'S & DON'TS:
Do:
Constantly monitor the platforms you choose to utilize for engagement
Always respond promptly to people
Make a habit of acknowledging people who share your content

Humanize your social pages
Use first names & informal language

Keep professional and personal social media profiles separate (Agents, brokers, etc.)

Share content that's relevant to your brand
Don't:
Leave comments or questions unanswered

Ever bring up religion, politics, etc.

Post content that's irrelevant to your brand

Ignore the positive potential of each and every social engagement

Do what has already been done
SO, WHAT IS FACEBOOK?
Facebook is:

The largest social network in terms of users - 1.1 billion in 2013

Worth $5.1 billion

Earning roughly $1.2 billion from advertisements each year
Some helpful facts:

Instagram is almost entirely mobile - A desktop website was only recently launched

98% of photos published by brands on Instagram are shared on Facebook

29% of all internet users ages 18-29 have an Instagram account
SO, WHAT IS LINKEDIN?
LinkedIn is:

A business-focused social network designed to appeal to professionals

Quickly growing - 28% of all internet users have a LinkedIn account
SO, WHAT IS YOUTUBE?
YouTube is:

A video sharing social network

BIG:

There are 140 video views for each person on Earth

More video is uploaded each month than the 3 major US networks created over the past 60 years
HOW IS WELLMARK USING FACEBOOK NOW?
Wellmark's Facebook Content Strategy:

Posting photos and short bios of Wellmark employees

Mentioning the Foundation’s work in the community

Posting links to health & wellness tips

Use page tabs to share apps, page guidelines & other social networks

Engage with pages that support Wellmark’s goals (Like, share, etc. posts from Blue Zones, other BCBS plans, brokers, etc.)

Work with Bev Schurman's team in the Customer Service Department to have questions addressed quickly and in a friendly manner
HOW IS WELLMARK USING LINKEDIN NOW?
Wellmark's LinkedIn Content Strategy:

Demonstrate Wellmark's knowledge on health care reform and the health insurance industry in general

We work with Becky Metcalf and the Human Resources team to publicize open positions, etc.
HOW IS WELLMARK USING YOUTUBE NOW?
Wellmark's YouTube Content Strategy:

Provide a central location from which people can easily find video content related to:

Health insurance

Health care reform

Key sponsorships

Advertising

Special promotions
Instead - While always responding to customer service issues, it's important to also be posting fresh, relevant content in accordance with an active content strategy and flexible editorial calendar.
Some helpful facts:

About 250M people per month arrive at Facebook from external websites

The average Facebook user has 228 "Friends" and "Likes" 80 business or community pages

71% of all US internet users have a Facebook account
Some helpful facts:

Users are highly educated:
50% have a bachelors degree
29% have a masters degree

2.6 million companies have LinkedIn pages

97% of businesses use LinkedIn as a recruitment tool
59% of all social networking is now done on a mobile device.
Some helpful facts:

YouTube is the 2nd largest search engine in the world - This matters because:

Google gives preferential treatment to YouTube results

When people are searching for information on health care reform or any other industry-related topic, Wellmark's videos will ideally appear in search results
In 2012, 23% of Facebook's annual revenue came from mobile platforms.
Mobile users of Twitter are:

63% more likely to click on links than desktop users

78% more likely to "ReTweet" than desktop users

96% more likely to "Follow" brands than desktop users
Most "Follow" 11+ brands

58% more likely to remember an advertisement than desktop users
60% of Twitter users access their account SOLELY via a mobile device.
From 2011 to 2012, mobile usage of the
following social networks grew by:

Facebook: 85%

LinkedIn: 114%

Twitter: 140%
Roughly 600 million videos are viewed each
day via YouTube's mobile website and app
SOCIAL IS
BECOMING
VERY MOBILE
We aim to make all of Wellmark's
social content mobile-friendly.

How?

Including shortened links within Tweets

Sizing photos within Facebook posts to display well on both desktop and mobile platforms

Building custom Facebook tabs with "Responsive Design" so they display correctly on all devices

A quick tour of social media and Wellmark's strategy.
HOW DOES WELLMARK
MEASURE SOCIAL MEDIA?

Only 10% is Mainstream News; remainder are a variety of Social Media platforms
Radian6

Facebook Insights

Twitter Analytics

Monthly reports

Wright Hall
University of Northern Iowa
SO, WHAT IS TWITTER?
Twitter is:

A "microblogging" social network that allows users to send messages of 140 characters or less

Small compared to Facebook - 500 million users in 2013

Making Money - In 2012, Twitter earned $582.8 million from promoted Tweets
Some helpful facts:

Twitter is VERY mobile - 80% of users accessed it from mobile devices in 2012

Twitter is VERY active:

72% of users Tweet at least once/day

43% of users reuse existing content

67% of users follow at least 1 brand
HOW IS WELLMARK USING TWITTER NOW?
Wellmark's Twitter Content Strategy:

Posting photos and short bios of Wellmark employees

Mentioning the Foundation’s work in the community

Posting links to health & wellness tips

RT or Favorite Tweets from handles that support Wellmark’s goals (Other BCBS plans, Blue Zones, brokers, Etc.)

Constantly monitor mentions, interactions and other engagements

Work with Bev Schurman's team in the Customer Service Department
SO, WHAT IS INSTAGRAM?
Instagram is:

A photo sharing social network that allows users to take photos and apply creative filters

Growing FAST:

It reached 1 million users in its 1st 2 months

58 photos are uploaded each second

A new user signs up each second
Some helpful facts:

Instagram is almost entirely mobile - A desktop website was only recently launched

98% of photos published by brands on Instagram are shared on Facebook

29% of all internet users ages 18-29 have an Instagram account
Content with a local focus
performs the best on Instagram.
HOW IS WELLMARK USING INSTAGRAM NOW?
Wellmark's Instagram Content Strategy:

Strategy:To humanize Wellmark as a brand by providing a "behind the scenes" perspective - This is accomplished by focusing on photos of:

Wellmark employees

Community or office events

Health & wellness tips
We're taking advantage of Instagram's new video function:
SO, WHAT IS PINTEREST?
Pinterest is:

A photo sharing social network that allows users to "pin" content to digital "boards"

Diversifying rapidly:
2012: 97% women
2013: 80% women

Relevant:
The average Pin remains relevant for over 1 month
Facebook: >3 Hours
Tweet: >15 Minutes
Some helpful facts:

Pinterest encourages people to spend:
Average spend on off-site clicks $140-$180
Facebook average: $60-$80

Pinterest is VERY engaged:
80% of content is shared

Pinterest has grown FAST:
10M users in under 12 months
SO, WHAT IS LINKEDIN?
LinkedIn is:

A business-focused social network designed to appeal to professionals

Quickly growing - 28% of all internet users have a LinkedIn account
Some helpful facts:

Users are highly educated:
50% have a bachelors degree
29% have a masters degree

2.6 million companies have LinkedIn pages

97% of businesses use LinkedIn as a recruitment tool
Wellmark's LinkedIn Content Strategy:

Demonstrate Wellmark's knowledge on health care reform and the health insurance industry in general

We work with Becky Metcalf and the Human Resources team to publicize open positions, etc.
SO, WHAT IS YOUTUBE?
YouTube is:

A video sharing social network

BIG:

There are 140 video views for each person on Earth

More video is uploaded each month than the 3 major US networks created over the past 60 years
Some helpful facts:

YouTube is the 2nd largest search engine in the world - This matters because:

Google gives preferential treatment to YouTube results

When people are searching for information on health care reform or any other industry-related topic, Wellmark's videos will ideally appear in search results
HOW IS WELLMARK USING YOUTUBE NOW?
Wellmark's YouTube Content Strategy:

Provide a central location from which people can easily find video content related to:

Health insurance

Health care reform

Key sponsorships

Advertising

Special promotions
HOW IS WELLMARK USING LINKEDIN NOW?
HOW IS WELLMARK USING PINTEREST NOW?
Wellmark's Pinterest Content Strategy:

Engage an active social communtiy with content relating to:

Health & wellness tips
Healthy recipes
Infographics
What Matters content
Promises Matter content
Health care reform videos
Is my time really that valuable?
Full transcript