In her SocialMedia.org Member Meeting case study presentation, Blue Cross and Blue Shield of IL, TX, OK, NM, MT's Senior Director of Digital Communications, Lynde O'Brien, explains how they're using social media to measurably support business priorities. Lynde walks us through the steps they took to move social media into the direction of social commerce, from getting social a seat at the table, to creating alignment throughout the business.

1. Blue Cross and Blue Shield
Lynde O’Brien
Our journey to social commerce: An
omni-channel view of social attribution
Learn more about Member Meetings
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SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 37
Chicago
10-28-2015

2. Health Care Service Corporation, a Mutual Legal Reserve Company
OUR JOURNEY TO
SOCIAL COMMERCE
An omni-channel view of social attribution
Lynde O’Brien
Senior Director, Digital Communications

3. WE CREATED A HYPOTHESIS
• Moving beyond social as a
marketing tool and into the
use for business operations
• Social as the “soccer assist”
Transform from Social
Media to the direction of
SOCIAL
COMMERCE
2

4. OUR JOURNEY MAP TO SUCCESS
Identify the Need
Create Alignment
Do it Now / Get Started
Walk the Walk
Talk the Talk
3

5. IDENTIFYING
THE NEED
• Social absent from the big picture
• Varying channel methodologies to measure
lead cost
• Data often missing or unconfirmed
• Multiple sources reporting different social
attribution numbers
SOCIAL NEEDED A SEAT AT THE TABLE 4

6. • Step back and align with more advanced channels.Who is doing it well?
TALKING
THE TALK
• What metrics influence decisions?
• What defines a lead in social?
• What elements build a good story?
What is being measured?
• A lead is a lead is a lead. Establish definitions and
accurate tracking.
How is it measured?
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7. • Integrated Tracking System: Adobe Campaign
Manager, Webtrends, Shoutlet
• Internal Processes: Campaign tracking
creation, tracking IDs repository
• Data Segmentation: Per Social Channel,
Per Campaign, Per State Location
WALKING
THE WALK
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8. • If we can’t affect the enterprise
attribution model we can create our own!
• Identify current resources.
• Create compelling story.
DO IT NOW,
GET STARTED
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9. Published our own
attribution dashboard
Grabbed the right attention
and achieved acceptance
Prove the value of our data
and the power of social
Obtained the
seat at the table!
CREATE
ALIGNMENT
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10. ROADMAP TO THE FUTURE
Measure1
2
3
4
Test
Reassess
Segmentation
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11. YOUR JOURNEY TO SUCCESS
Start with a Hypothesis
What is your value proposition?
Communicate
Share your outcomes
Create a Pilot Project
Make it manageable, make it scalable
Adopt the Best
Measurement Practices
Find a template for existing attribution models
Align your Definitions
Make sure you are using the same
vernacular as the rest of the marketing teams
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12. Lynde O’Brien | Senior Director, Digital Communications | @Lynde
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13. Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 37
Chicago
10-28-2015