1. Healthcare Social Media Campaign

2. Agenda Purpose Objectives Content Creation Social Promotion Google Analytics Results & Success What Worked What Didnt Work Recommendations Conclusions 3. Purpose Develop a targeted social media marketing campaign focusing on a specific industry and audience Healthcare Social Media Marketers Generate content aimed at supporting business objectives The Social Observer Blog Facebook Twitter Leverage online tools to deliver content seemlessly HootSuite Facebook Twitter Wordpress 4. Campaign Objectives Business Goals Increase brand awareness Capture quality leads Leverage online influencers Improve search rankingsKPIs Increase total web traffic from social sources by 150% Increase web traffic from Facebook by 500% Increase web traffic from Twitter by 300% Increase Facebook fans by10% Increase Twitter followers by 10% Increase blog subscribers by 10% Receive at least 3 comments per blog post 5. Content Creation TitleAuthorDate4 Questions to Ask When Targeting Healthcare Consumers on Social MediaLauren11/2/2013Content Marketing for Health Care: The Right PrescriptionTami11/4/2013Essential Components of Content Creation for HealthcareTami11/07/2013Social Media Healthcare Metrics What Does Work For YouKatja11/08/20135 Ways To Manage Your Social Media Presence, A Healthcare Provider GuideBrian11/11/20133 Simple Steps to Start Using Social Media to Market Your Healthcare OrganizationBrian11/15/2013HIPAA Violations Can Be Avoided with Social Media In HealthcareDevin11/18/2013Social Media Healthcare Metrics: Time To MeasureKatja11/18/2013Content Creation for Healthcare OrganizationsTami11/19/2013Social Media Tools: What your Healthcare Organization NeedsKatja11/22/2013 6. Google Analytics Custom dashboard created to monitor campaign metrics 7. Results TSO Visits to The Social Observer blog increased by 1,115%, which: improved brand awareness improved search rankingsVisits from Social Sources 160 140138120 100 80 60 40 20011 Oct-13Nov-13 8. Results TSO Avg. Visit Duration Per Post 0:05:46 0:05:02 0:04:19 0:03:36 0:02:53 0:02:10 0:01:26 0:00:430:00:00 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 4 of 10 posts had an average visit duration longer than 4:00 4 of 10 posts had an average visit duration shorter than 1:00 9. Results TSO A bounce rate of:Bounce Rate Per Post 50% or less is excellent (0 posts from our campaign)90% 50-60% is good (1 post)70%40% 30% 20% 10% #10#9#8#7#6#5#40% #3 80%+ is very bad (2 posts)50%#2 70-80% is poor (3 posts)60%#1 60-70% is typical (4 posts)80% 10. Results TSO Responses Per Post 1210 8 6 4 2#10#9#8#7#6#5#4#3#20 #1 Average number of responses/comments per blog post: 3.6 responses. 11. Results TSO The Social Observer blog subscriptions increased by 15%, which contributed to increased: brand awareness lead generationBlog Subscriptions 5453 52 50 48 464644 42 Oct-13Nov-13 12. Results Social Promotion FacebookTwitter A total of 13 posts resulted in: A total of 26 tweets resulted in: 692 total reach 1915 total impressions 63 engaged users 51 post consumers 0 negative feedback 55 retweets 26 click-throughs 13. Results Facebook Visits to The Social Observer blog from Facebook increased by 1,640%, which: increased brand awareness among Facebook users leveraged influence of online influencers engaging on FacebookVisits from Facebook 100 908780 70 60 50 40 30 2010 05 Oct-13Nov-13 14. Results Facebook The Social Observer Facebook Fans increased by 9%, which: increased brand awareness possibly contributed to increased lead generationFacebook Fans 195 191190 185 180 175176170165 Oct-13Nov-13 15. Results Facebook Blog Post SharedReachClicksEngagement4 Questions to Ask When Targeting Healthcare Consumers on Social Media2838Content Marketing for Health Care: The Right Prescription60710372324125 Ways To Manage Your Social Media Presence, A Healthcare Provider Guide711383 Simple Steps to Start Using Social Media to Market Your Healthcare Organization7518HIPAA Violations Can Be Avoided with Social Media In Healthcare**931512Social Media Healthcare Metrics: Time To Measure**881213Content Creation for Healthcare Organizations2596Social Media Tools: What your Healthcare Organization Needs2102Essential Components of Content Creation for Healthcare Social Media Healthcare Metrics What Does Work For You* 16. Results Twitter Visits to The Social Observer blog from Twitter increased by 3,000%, which: increased brand awareness among Twitter users leveraged the knowledge of healthcare influencers on TwitterVisits from Twitter 35 303025 20 15 10 5 00Oct-13Nov-13 17. Results Twitter The Social Observer Twitter Followers increased by 0%, which did not positively impact business objectivesTwitter Followers 262262261.8 261.6 261.4 261.2 261261260.8 260.6260.4 Oct-13Nov-13 18. Results Twitter Twitter Promotion 60 50 40 30 2010 0TSO TweetsRTs by OthersLink Clicks 19. Campaign Success KPI Goals Increase total web traffic from social sources by 150% - ACHIEVED Increase web traffic from Facebook by 500% - ACHIEVED Increase web traffic from Twitter by 300% - ACHIEVED Increase Facebook fans by 10% - FAILED Increase Twitter followers by 10% - FAILED Increase blog subscribers by 10% - ACHIEVED Receive at least 3 comments per blog post - ACHIEVED 20. Campaign Success Bounce Rate Bounce rates on all posts were sub-par Healthcare content was generally unsuccessful in translating to additional page views on The Social Observer and thereby capturing quality leadsAverage Visit Duration Average visit durations were low Healthcare content was generally unsuccessful at retaining users to read the entire article and thereby increasing brand awareness 21. What Worked Use of various social media channels TSO blog (comments, sharing with other channels than Facebook, Twitter) Facebook (likes, comments, sharing) Twitter (retweet, reply) A variety of hashtags used in promotion generated improved reach and engagement Making personal asks of social connections to like or follow improved audience growth 22. What Didnt Work Use of tools that would have helped streamline our strategy TSO calendar Project Plan - Google Drive Inconsistent strategy with hashtags and visuals Overlapping content without defined posting schedule Weak calls-to-action Lack of engagement by group members to foster active communication throughout the social media channels (TSO comments, Facebook comments, Twitter reply) 23. Recommendations Better use of available tools to monitor strategy and performance (project plan, blog calendar, video conferencing) More social promotion from TSO accounts and campaign members personal accounts Improve site design of TSO More effective and strategic use of visuals, media and hashtags Experiment with post timing based on Facebook and Twitter data Add CTAs to social promotion (Like this post or please retweet) 24. Conclusion The healthcare social media campaign showed promising quantitative success in such a short period of time. However, to have a more positive effect on business objectives, a lengthier and more strategic plan will be required after considering the outcomes of the November 2013 campaign. A campaign extension should include previously state recommendations, as well as a more formalized promotional plan. 25. References Hendryx-Parker, C. (2012, May 23). Healthcare Marketers' Top 5 Challenges. Retrieved from Six Feet Up: http://www.sixfeetup.com/blog/healthcare-marketers-top-5-challenges Ibeh, K. (2005). E-branding strategies of internet. BRAND MANAGEMENT, 12(5), 355-373. Retrieved from http://avyg86.dsl.pipex.com/ecom/ebranding_strategies_of_internet_e.pdf Lowe, S. (2013, July 09). Bounce rate and average time on page: More analytical ammunition. Whole Brain Marketing Blog. Retrieved from http://www.weidert.com/whole_brain_marketing_blog/bid/116966/Bounce-Rate-and-AverageTime-on-Page-More-Analytical-Ammunition Malaga, R. (2007). The value of search engine optimization. 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