aurora health care: metrics that matter, presented by mo moorman and becky kolar

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Member Meeting 2October 25, 2016New York City

Learn more about Member Meetingshealth.socialmedia.org/meetings

Aurora Health CareMo Moorman and Becky Kolar

Metrics that matter

@Aurora_Health @MoMoorman @BeckyKolar

@Aurora_Health @MoMoorman @BeckyKolar

Metrics That Matter From “like” to appointment: A focus on engagement and

conversion

Presented by: Mo Moorman & Becky Kolar of Aurora Health Care October 25, 2016

@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar | 2

Aurora Health Care Social Media Team

Becky Kolar

Mo Moorman

@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar 3

Aurora Health Care

• Not-for-profit integrated health care provider

• Largest health care system in Wisconsin

• More than 1.2 million unique patients

• 8.8 million patient encounters

• 32,000 caregivers - including 1,800 employed physicians

• 30 counties, 90 communities

• 15 hospitals, 150+ clinics, 70 pharmacies

• $4.9 billion in annual revenue (2015)

@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar 4

Agenda

• What Are You Measuring? (And What Should You Measure?)

• Conversions

• Collecting Metrics

• Reporting Metrics

• Sample Campaign

• Summary

@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar

Aurora’s social media strategy

5

Health tips

and news

Health info &

organization

news

Make healthcare

easier for me

Talk to me like

a person

@Aurora_Health @MoMoorman @BeckyKolar 6

@Aurora_Health @MoMoorman @BeckyKolar 7

@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar

Which social media channels do you use?

Instagram

Pinterest

LinkedIn

Twitter

Snapchat

Facebook

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@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar

Which social media channels do you use?

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@Aurora_Health @MoMoorman @BeckyKolar

@Aurora_Health @MoMoorman @BeckyKolar

What Are You Measuring?

(And what should you measure?)

@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar

What are you tracking?

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@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar

What are you tracking?

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@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar

Old Metrics

• Audience size

• Impressions / Reach

• Number of posts

• Number of Likes, RTs, Shares, Comments

• Number of published blog articles

• Time on site

• Bounce rate

• Pageviews

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@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar 21

@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar 22

@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar 23

@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar 24

@Aurora_Health @MoMoorman @BeckyKolar

@Aurora_Health @MoMoorman @BeckyKolar

Tools / Collecting Conversion

Metrics

@Aurora_Health @MoMoorman @BeckyKolar

@Aurora_Health @MoMoorman @BeckyKolar

@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar

Question

Are you using Google Analytics or other tools to track every URL

going to your website?

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@Aurora_Health @MoMoorman @BeckyKolar

@Aurora_Health @MoMoorman @BeckyKolar

Become an Analytics Expert

@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar

Implement Google Analytics Tracking

ALL links to your site need tracking!

Example:

http://aurorahealthcareblog.org/health-care/watch-an-innovative-heart-

procedure-live-video

?utm_campaign=heart&utm_medium=social&utm_source=facebook

&utm_content=watch-an-innovative-heart-procedure-live-

video&utm_term=october-2016

utm_medium=social

utm_source=facebook

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@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar

My favorite Google Analtyics report: Acquisition>>All Traffic>>Source/Medium report

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@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar

Source / Medium Report

18 appointments x $1,500 per appointment = $27,000 in revenue Spend: $1,000 ROI: 27:1 return

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@Aurora_Health @MoMoorman @BeckyKolar

@Aurora_Health @MoMoorman @BeckyKolar

Reporting

Know your audience

@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar

Stakeholder Metrics

Tailor your reporting to your audience

Service Line Leader

• # Posts

• # Engagements

• # Impressions

• Conversions

• Content examples demonstrating service line promotions

C-Suite

• ROI

• Engagement

• Conversions

• Content examples demonstrating thought leadership & brand alignment

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@Aurora_Health @MoMoorman @BeckyKolar

@Aurora_Health @MoMoorman @BeckyKolar

Sample Campaign

TAVR (Transcatheter Aortic Valve

Replacement) Promotion

@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar

Step 1 – Coordinate with Clinical Team

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@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar

Step 2 – Create Landing Page https://www.aurorahealthcare.org/services/heart-vascular/transcatheter-aortic-valve-replacement

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@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar

Step 3 – Create Vanity URL

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Aurora.org/TAVR

@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar

Step 4 – Create Ads Promoting Live Video

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View a LIVE heart surgery Monday at 10:30 a.m. CST. Tune in to our Facebook page to view the live surgery. For more information, go to www.Aurora.org/TAVR.

@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar

Step 5 – Go Live

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@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar

Step 6 – Promote the Video

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@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar

Gathering Results & Reporting

Facebook analytics

Google Analytics

Speak with clinical team

Report back to stakeholders

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@Aurora_Health @MoMoorman @BeckyKolar @Aurora_Health @MoMoorman @BeckyKolar

Results Report

Basics

• 71,000 people reached

Engagements

• 46,000 views of live video

• 861 reactions

• 159 comments

• 272 shares

Conversion

• 300 visits Aurora.org/TAVR

Downstream Conversions

• 25 searches for “Find a Cardiologist”

• 10 “Second Opinions” made

• 3 TAVRs completed

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@Aurora_Health @MoMoorman @BeckyKolar

Summary

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Differentiate your metrics – social media & website

Break out metrics by basics, engagements, conversions and downstream conversions

For most accurate metrics, utilize native platform analytics

Track every single URL going to your website

Tie the results to your campaign objectives

Report metrics relevant to your audience

@Aurora_Health @MoMoorman @BeckyKolar

@Aurora_Health @MoMoorman @BeckyKolar

Thank you! Mo.Moorman@Aurora.org | Becky.Kolar@Aurora.org

@MoMoorman @BeckyKolar

Facebook.com/AuroraHealth

@Aurora_Health

health.socialmedia.org/meetings

Member Meeting 2October 25, 2016New York City

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