The Challenge:
To create a Social Media strategy for BCBST and Gordian that protects an individual’s right to privacy while providing the opportunity to link to others either at the work place or from home to share relevant information about wellness and illness.
The strategy should utilize social media tools and applications to engage individuals interested in specific topic areas on an opt-in basis. The strategy’s overarching concept should be on transforming BCBST and Gordian’s interaction method from a Business to Business (B2B) methodology to a Business to Consumer (B2C) methodology. It should include methods for gaining access to resources and expert opinions as well as allowing individuals to track their own progress toward goals. An effective strategy will incorporate methods that will dynamically assess and present the value of the service. Specific deliverables from our teams:
- Suggest what type of Social Media tools or applications might be effective for BCBST and Gordian brands when engaging consumers.
- What elements should be included in a Social Media platform?
- Identify key needs of selected segments of our target audience and how to best engage them in this new platform.
- Propose a structure that addresses disease and wellness, expert content, conversation, informational postings, and other media that might be relevant
- Suggest a plan to roll out or pilot the platform in Tennessee; specify the relevant population(s)
After lunch, we were provided a tour of this impressive campus. We finished the final Q&A about 1:30, said our farewells, and headed toward Atlanta. We’ll see the Gordian and BCBST team again next Tuesday when we provide them our recommendations.
If you want to see our photo library, you may do so at http://picasaweb.google.com/VanderbiltAccelerator
Michael Burcham
Faculty Director, Accelerator 2009
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