A service of Maryland Health Benefit Exchange

Social Media Budget Proposal

Maryland Health Benefit Exchange

8.19.14

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Facebook: 4,649 likes

(993 in October 2013)

Twitter: 1,864 followers(728 in October 2013)

YouTube: More than 146,000 views(29,459 in October 2013)

Social media channels

@MarylandConnect

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Successes and Lessons-Learned : OE 1

Marylanders deserved and expected real-time customer support on our social media channels:

– Improved sentiment (Maryland Health Connection cares about my experience)– Direct enrollment help for hundreds of consumers– Managed crisis and relieved wait times

“Kudos to the social media team for donning the flak jackets and stepping in. It's making a difference @StateMaryland @MarylandConnect”

“Now I can seek treatment to heal. This is the important point … not how the system isn't working or the issues around getting enrolled. I had wonderful people working with me on Facebook to help ensure my issues with enrolling were getting resolved. Thanks again to everyone that has helped.”

“I jumped on Facebook on March 11, 2014 at 7:59pm and went to Maryland Health Connection and spoke my mind … At 8:49pm I get a response in my inbox on Facebook asking me for my information so that they may assist me in what my issues are. From this point I had nothing but excellent service and received my medical information March 17.

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Successes and Lessons-Learned : OE 1

“Share Your Story” campaign showed how real Marylanders were helped by getting coverage

Consumers’ questions and comments are critical in driving content and resources available on MarylandHealthConnection.gov

Social media is harbinger of issues experienced by consumer assistance staff and Marylanders enrolling

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Consumers were directed to enrollment help and events

Real-time updates on deadlines and system alerts

Consumer engagement guided website improvements

Information, resources adapted to consumers’ needs (from help accessing accounts to understanding deductibles and how to find a doctor)

Youth Enrollment Week promoted coverage to “young invincibles” through local colleges and national partners

Post-Open Enrollment messaging on special enrollment periods and qualifying events, and how to use new coverage

Successes and Lessons-Learned : OE 1

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Social Successes: OE 1

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OE 2: Connect With Us

Engaging with Marylanders to support renewals:• Promote tracking program to allow Marylanders to sign up

starting in September for help re-enrolling in November and December

• Direct Marylanders to many channels for re-enrollment assistance, including connector entities/navigators, brokers

• One-month countdown to Nov. 15 about re-enrolling in November and December for Jan. 1 coverage

• Answer questions about the renewal process and whether an individual or family needs to reapply

• Promote knowledge of plan-selection process and opportunity to enroll in same plan or a different one that best meets your needs

• Encourage Marylanders to sign up for text-alerts about important renewals deadlines

• Promote awareness of the opportunity to review your plan’s cost for 2015 based on rate changes

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OE 2: Connect With Us

Key channel to improve Marylanders’ health literacy:– What to look for in choosing a plan (new enrollments and

renewals)– Understanding key aspects of cost, including deductible,

copay, coinsurance and premium– Metal levels (including silver plans and cost sharing

opportunities)– Using your coverage (choosing a doctor, understanding

insurance card)– Essential health benefits (what’s covered by your plan or

MCO)

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OE 2: Connect With Us

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OE 2: Connect With Us

Enhanced success-story gathering and sharing on social channels and website– “Share Your Story” submissions on social allow Marylanders

to share importance of enrolling to their family, and tell others how they’ve benefitted from coverage options

– Enrollees invited to share photos on social channels– Brief videos will be posted on our YouTube channel

(@MarylandConnect)– “I enrolled” shareable social graphics and badges– “I enrolled” signs for Marylanders to take photos with at

enrollment events and share on social– New story-sharing page and submission form on

MarylandHealthConnection.gov

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OE 2: Connect With Us

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OE 2 Expanded Offerings

Sign up for our social digest of the week’s most informative and helpful social posts from Facebook and Twitter

Subscribe to our YouTube channel for stories of Marylanders who got covered, helpful enrollment guides and system tutorials

Increased promotion of enrollment events/opportunities with connector entities, navigators, brokers and caseworkers

Increased engagement with social influencers, community partners and stakeholders

#GetCoveredMD

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OE 2 Crisis Management

Social media is key arm of customer service and vital channel in keeping Marylanders informed:

– Breaking-news updates on system use and challenges

– Quickly disseminate important alerts to Marylanders, media, community partners and stakeholders

– Streaming Twitter feed on MarylandHealthConnection.gov to convey alerts

– Critical “listening” tool to identify and resolve issues coming into consumer assistance staff and experienced by Marylanders statewide

– Responsive customer service channel: Messaging evolves based on Marylanders’ questions and needs

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OE 2 Crisis Management

– Improve sentiment by providing resource for Marylanders to have questions and issues resolved quickly

– Provide enrollment assistance to hundreds of consumers

– Relieve wait times

– Fast, direct route to enrollment help and information

– Assistance through Facebook wall and private messages; Twitter direct messages and tweets

– Year Two: Increased coordination with consumer support center and support staff

Community management and content creation: $340,000 – Develop planned content for use on social channels– Coordinate translation of posts to Spanish

Year Two Budget: (Weber Shandwick)

Social media graphics: $41,362– Develop editorial calendar, cover images, unplanned posts

• Research shows increased views & engagement for posts with graphics• Consumers respond well to visual depictions of deadlines and processes

– October-December, February: 17 images/mo– July-September, January, March-June: 10 images/mo

Social planning: $23,438– Redefine social media audiences based on demographics and interests– Initial planning, research and implementation– Ongoing research to look for opportunities to engage with audiences– Audience segmentation using existing enrollment and engagement data– Increase Spanish content offerings

Project and account management: $42,000

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Year Two Planning: Internal Staff

Digital communications manager with support of contract position– Develop planned editorial calendar and timely content– Community management to engage with Marylanders and respond quickly to

consumer questions– Monitor for potential emerging crises and sentiment changes– Customer service: Work with call center and escalated cases issues where needed

to connect consumers with help; liaison updates to consumers– Coordinate closely with CEs and community partners to share social posts– Coordinate messaging with other agencies or subject-matter experts– Attend enrollment events, take photos and video, gather testimonials– Engage with other exchanges and partners (such as “thunderclaps”)– Coordinate HBX content sharing, such as system tutorials or guides– Ensure social sharing across digital platforms (MarylandHealthConnection.gov, e-

newsletter, other channels)– Assist with content development of collateral for sharing on social and MHC.gov

(such as consumer guides and effective FAQs)

Follow Us!@MarylandConnect