Listening and Results Measurement
Dave Murray‘s 12-person social media team handles content creation, social media management, and social media customer service for Blue Cross Blue Shield of Michigan. The two blogs his team runs — A Healthier Michigan and Michigan Blues Perspectives — are indicative of the two roles BCBSM’s social media channels play. A Healthier Michigan shares tips, encourages families to stay active, and generally promotes a healthy lifestyle, while Michigan Blues Perspectives keeps readers up to date on healthcare reform and news.
These blogs have their own bifurcated social channels, as well. “The subjects themselves dictate the channels,” Dave says. Content that educates members about how to make decisions about their healthcare, health insurance, or other related issues ends up on Michigan Blues Perspectives. The recipes, health tips, and food or exercise trends show up on A Healthier Michigan.
Dave’s team does extensive social listening, including weekly listening assignments for team members. Even when they aren’t engaging directly about particular topics (especially the hot-button issues like Autism Spectrum Disorder, for example), they keep an eye on what’s being said. This way, they can be prepared if one of those issues is thrown their way.
Dave is careful to measure the KPI surrounding his social efforts, especially in the context of the larger marketing picture, as well. For example, it costs less than $0.40 to reach 1,000 people with a Facebook post. This is as compared with a the costs of a direct mail campaign, for example, and his team can then calculate a tangible ROI.
The goal is to contribute to conversations, especially surrounding creating a healthier Michigan, rather than interrupting them.
Social Media Number of the Week: 27
27% of B2C marketers say the C-level of the organization owns the content marketing. 19% say product marketing owns it, and down at 13% there is a tie between PR and the social media team. This is according to 2015 B2C Content Marketing Trends, released by Content Marketing Institute in partnership with MarketingProfs. 10% of respondents said they weren’t sure. Clearly, this ownership is fragmented.
The bigger the organization, the more likely it is that content marketing is going to sit in product marketing, and the smaller the organization, the more likely it is that the content marketing sits with the owner or the C-level. “It points to the fact that we are still in an evolutionary phase of social or content marketing,” Jason says. “The place that it sits in the organization varies greatly.”
Recently Reebok released a new sneaker, but instead of just announcing this, they actually ran pairs of the sneakers to people all over New York City. Our own Nick Cicero received his own pair after having tweeted with Reebok.
This is a really interesting campaign that is enviably engaging and on-message, but it’s also a huge logistical feat. Reebok had famous UFC fighters running the sneakers to people, and recipients were dropping everything in the middle of the workday to take a jog with their new kicks. Generating social buzz with a real life action is always interesting.
See you next week!