Author: Andrea Bartolini

30/10/2016

Social media ◦ Organic posts calendar (1 week of promotion)

◦ 3 Facebook posts

◦ 1 boosted Facebook post

◦ 10 Tweets

◦ 1 promoted tweet

◦ If performance is good, consider paid social media campaign

Website / Landing Page ◦ Features: Story, Links to other pages, gallery of images, CTA e.g. Newsletter

sign up

◦ Keywords research and SEO

Newsletter: ◦ Internal

◦ External

Google AdWords Campaign ◦ Search

◦ Display

Sponsored article or Banner Advertising in Newspapers

KPIs ◦ clicks to website

◦ Posts engagement

◦ Newsletter sign-ups

◦ Bounce rate and avg. time on page

◦ Newsletter open rate and click-through-rate

Campaign’s Goal: increase positive

sentiment towards the brand in Ireland, among

public and HCPs

Facebook organic post example:

Short

Include Call to Action

Engagement

Tracking link

Include image

Event name

Boost successful posts: ◦ Facebook posts can be boosted to

reach more people: Boosted posts appear higher in News Feed and on Instagram, so there's a better chance your audience will see them.

◦ Possible target audiences: Page fans

Competitors’ followers

People with interest in charity events

Facebook paid campaign

Video views

Clicks to website: Links Lead Generation Posts

Event Responses

More Organic Options

Making a photo album of the event on Facebook is another good way to engage people. A link to the website’s page should be added to the album to get more traffic.

Followers and employees could be encouraged to tag themselves and others in the photos, to increase virality

AER – Adverse Events Reporting Social Media should be monitored on a daily basis and adverse events reports should be based on the company AER policy. Reports should include: patient, reporter, drug and experience

Twitter Cards

Summary Cards are used for: Engagement/Awareness – Articles/News

Examples of Competitors’ Posts:

Twitter Cards

Lead generation Cards are used to Collect leads

Best Practices • Join on conversations that are relevant / trending: e.g. #CharityTuesday • Tweets should contain relevant hashtags (e.g. #fundraising #charityevent)

and tag stakeholders (e.g. @MakeAWish_ie)

Targeting options: how can we target users on Twitter? • Competitors’ followers / Industry followers • Tailored audiences:

• Use Followerwonk to create lists of users’ handles (IDs) • With Followerwonk is possible to create a list of people that have the word

“Doctor” or “Nurse” in their Bio • Keywords • Interests • Location • Language • Gender • Device

Remarketing • Remarket to people who have visited the website / certain page –

using Twitter pixel • Remarketing email lists

Internal Newsletter Promotion

• positive stories increase team building

• Encourage engagement

• Promote participation

External Newsletter Promotion

• the story could be added as a panel /box to a monthly newsletter going out to HCPs to enhance positive sentiment towards the brand

The story can be published in the news section of the company’s website and optimized for relevant keywords. Examples of keywords:

Search Engine Optimization

Keywords

Avg. Monthly Searches (exact match only)

fundraising events 140 charity organizations 20 ways to raise money for charity 20 raising money for charity 20 fundraising event ideas 50 charity event ideas 50 charity run 30 run for charity 10 corporate responsibility 70 charity cycle 70 how to raise money for charity 40

Optimize the following elements in the page: • Page Title • Page URL • Headline • Keyword rich body text • Meta description • Social Sharing Buttons • Image Alt Text • Adding open graph metatags

A small Google AdWords Search and Display campaign can be set up to increase brand awareness.

The Search campaign will ◦ Focus on relevant keywords and variations (see SEO keyword table)

◦ Use the new extended ads to get higher Click-Through-Rate

Google Display banners can target selected keywords, topics, interest groups, placements or remarketing lists. Examples:

*It’s important to note that Google AdWords campaigns are not allowed for websites containing prescription drugs.

Publishing a sponsored article in a newspaper (e.g. the Life & Style section of the Irish Independent)

Banner Ads in Online Medical Publications: ◦ Irish Medical times

◦ Medical Independent

◦ GP Buddy