talk is cheap: using social media to drive action

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Talk Is Cheap

Using Social Media to Drive Action

#SMWsocialaction

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Why use social?

Is it only for engaging a community?

If there is a high level of engagement but no one acts what’s its value?

How can we translate engagement into action?

What is the value of social media?


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Metrics are not meaningful in and of themselves


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Image Source: stadden.com/writing/

Are dashboards like this helpful?

Image Source: digitalbursonmarsteller.com/tag/corporate/


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A fan is not a business metric


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Step 1: Identify your essential business objectives

Step 2: Architect a social strategy engineered to meet those objectives

Step 3: Make sure that everything in market supports your business goals

Step 4: Measure every tactic based on how well it meets business objectives

Engineer social in reserve


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• 3,458 screener visits• 20,689 people being reached • Dormant online presence:

• Search-driven visits low—not reaching people who may not know about DRIVE4COPD or realize they may have COPD

• Social properties inactive• Conversations were almost exclusively NASCAR

event-focused

*4 months Sysomos data 6/1/12-9/30/12

*4 months Google Analytics data 6/1/12-9/30/12

When We Started (June through September)


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How do you get someone to take action?

Step 1: Build the assets• Resigned the website and screener to improve the user experience and make it

event easier to complete• Refreshed the social properties

Step 2: Re-engage• November is COPD Awareness Month—how can we promote that in a way that

does not come across as self-serving?

• Can’t just ask—no motivation

• Have to make the screener relevant to people

• Have to give people a reason to get screened or share the screener• It’s easier than daily activities• It will improve their quality of life• Appeal to their emotional bonds with their families• Acknowledge that the symptoms are daily irritants and show how screening can

help remove them unlike other annoyances they face


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Before and After


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Simplicity


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Quality of Life


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Emotional: You’d help a loved one. Why not yourself?


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Irritants


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Simplicity

14 posts

447 screener visits

31.93 visits/post

Quality of Life5 posts176 screener visits35.2 visits/post

Emotional7 posts105 screener visits21.4 visits/post

Irritant4 posts104 screener visits26 visits/post

30 Reasons to Get Screened Drove 832 People to the Screener in One Month


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• 21,587 screener visits +524%• 43% average MOM screener visit growth• 530,355 people reached + 2463%• Conversations shifted from NASCAR to COPD education and support

*4 months Sysomos data 10/1/12-1/31/13 *4 months Google Analytics data 10/1/12-1/31/13

Campaign Results


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• More people are reaching out to us directly, sharing COPD stories- and encouraging others to take the screener

• Engagement typically limited to sharing and retweeting posts, with little commentary• Of those who are commenting, topics are sharing stories of their experience with COPD, and

encouraging others to take the screener

Campaign Results


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Simplicity Quality of Life Emotional Irritants

• Numbers started falling

• We had tapped out our audience with this approach

Statistics Questions

December and January Posts


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Did U know that DRIVE4COPD is the official health initiative of #NASCAR? Share the screener & save lives.http://ow.ly/hOpQ8 #DRIVE4COPD300

While the countdown for #DRIVE4COPD300 is on, #NASCAR is always in a race to find the missing millions with COPD. Are U one? http://ow.ly/hOpxF

I don't want anyone to go through what my grandfather did. Determine your risk for COPD today: bit.ly/TtLPyl #DRIVE4COPD300 #NASCAR

DRIVE4COPD300 —February 23


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Takeaways

Think of the larger digital ecosystem of which social is a part

Need to make sure assets support your goals and that they’re designed to make action easy—Social may me able to drive people but if they don’t act you’ve failed

Campaigns won’t be successful forever

What worked once won’t always work—need to keep content AND audience fresh

Need to tie campaigns together with evergreen activities

Take time to reflect and use insights to drive your marketing

When commenting on social properties, people shared personal stories of their experience with COPD—led to our development of Faces of COPD campaign


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Leigh George, PhDDirector, Strategy

410.369.3744 [email protected]

Twitter: @leighgeorge

www.r2integrated.com

Arden KaleyAnalytics Strategist

410.369.3748 [email protected]: @mynameisarden

http://www.r2integrated.com/

talk is cheap: using social media to drive action

Health & Medicine