Date post: | 08-Jul-2015 |
Category: |
Marketing |
Upload: | pamela-mcnamara |
View: | 51 times |
Download: | 2 times |
#CMWorld
Sept. 10, 2014
Katie HockingLead Communications Consultant
Health Care Service Corporation
@BSBW; @hocking_katie
#CMWorld@BSBW; @hocking_katie
#CMWorld@BSBW; @hocking_katie
#CMWorld@BSBW; @hocking_katie
#CMWorld@BSBW; @hocking_katie
#CMWorld@BSBW; @hocking_katie
They’ll give you EXTRA POWERS!!!
Hey, grab those
TAKEAWAYS!
6
#CMWorld7
#CMWorld@BSBW; @hocking_katie
IL MT NM OK TX
it’s content marketing...
8
#CMWorld
HCSC Purpose
Be Smart.Be Well. Mission
…to help save the world.
9
#CMWorld
it’s also storytelling.
Watch this video online here.
10
#CMWorld
#CMWorld@BSBW; @hocking_katie
Expanded to 9 topics
1st multi-channel
marketing plan
Goals set and
1st scorecard
Launch e-alerts
and e-newsletter
subscriptions
we’ve come a long way.
Expanded to 15 topics
Engagement focus via web
redesign & social channels
Daily Facebook, Twitter,
YouTube, and Pinterest
posts and comments
Co-marketing partners
(CDC, Hazelden, NAMI, etc.)
Expanded distribution to 345
PBS stations and 3,000
Context Media patient
waiting rooms
Need identified for
education web site
Decision to soft
brand as BSBW
Test & learn starts
with single topic
201420112008
12
#CMWorld@BSBW; @hocking_katie
Or risk destroyingTHE WORLD!!!
Hey, write this STUFF DOWN!
13
#CMWorld
be nimble. edgy. innovative.
14
#CMWorld
Watch this video online here.
be nimble. edgy. innovative.
15
#CMWorld
#CMWorld@BSBW; @hocking_katie
keeping it going and growing.
2014
2011
2008
Proof of concept
Set expectations
Continuous improvement
In-house laboratory
Efficient use of resources
Senior-level support
17
#CMWorld@BSBW; @hocking_katie
we’re supercharged this year…
#CMWorld@BSBW; @hocking_katie
#CMWorld@BSBW; @hocking_katie
#CMWorld@BSBW; @hocking_katie
#CMWorld22
#CMWorld@BSBW; @hocking_katie
We built it. And some people came.
challenge 1.
23
#CMWorld@BSBW; @hocking_katie
Increase exposure and engagement through
promotion, partnerships and channels.
solution.
24
#CMWorld@BSBW; @hocking_katie
We outgrew our start-up strategy.
challenge 2.
25
#CMWorld@BSBW; @hocking_katie
solution.
Craft a long-term strategy around…
26
#CMWorld@BSBW; @hocking_katie
YOUNG
ADULTS
18-24
PARENTS
35-50, 50+
TEENS
13-17
well-defined target audiences.
27
#CMWorld@BSBW; @hocking_katie
Email Subscribers: 52,000Over 60% parental age
Facebook Fans: 130,00070% teens/young adults 13-24
(counter to prevailing trends)
target audience implications.
28
#CMWorld
Life stories to help us all.
THE BRAND EXPERIENCE
How visitors emotionally experience the brand
THE BRAND PROMISE
How visitors connect and benefit
Authentic Credible Motivating Approachable
careful brand positioning.
29
#CMWorld@BSBW; @hocking_katie
Yes, what’s yourSUPERPOWER?
Everyone has a SPECIAL POWER!
30
#CMWorld@BSBW; @hocking_katie
2014 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
BSBW Promotion Windows
Promotion Period Promo 1 Promo 2 Promo 3 Promo 5
Promotion Topic Restaurant Food Safety Addiction Teens and Depression Teen Driving
Promotion Time Frame Mon 1/13 to Fri 2/14 Mon 2/17 to Fri 3/21 Mon 3/24 to Fri 4/18
Note: extend social to Fri
4/25
Mon 6/2 to Fri 6/27
Content Type Extension Topic Extension Topic Extension Topic Extension Topic
Partner Focus / Opportunity Ben Vaughn, Food Network Hazelden NAMI CDC and NSC
Promotion Tactics by Channel
BSBW Promotion Channels
Social & Online Advertising
Campaigns
12
Google Network / YouTube
Advertising
2
PRN Press Releases 8
Subscriber Email Comms. 43
Newsletters 6 Issue 1 NA Issue 2 NA
News Alerts 24 Issue 1-2 Issue 3-4 Issue 5-6 Issue 7-8 Issue 9-10 Issue 11-12 Issue 13-14 Issue 15-16 Issue 17-18 Issue 19-20 Issue 21-22 Issue 23-24
Pinterest Trends - Email 4
Quarterly Email Announcements to
Subscribers
4 Join BSBW's Social
Community!
Engagement
Feedback Survey
BSBW's Most Popular
Story in 2014
HCSC Integration
BSBW Recruitment via HCSC
BAM (Blue Access Members) 3
BlueStar (Non-BAM Members) 1
Blue For You (Indiv, Retail Insured) 1
Other HCSC MarCom
Lifetimes E-Articles Pregnancy Risks Food Safety Addiction D. Violence STDs/Molly End of Life Teen Driving Bullying TBI/Amy Sports/Conc Teen Depression Caregiving
HCSC Lobby and Web Sites
Mon 4/21 to Fri 5/30
Note: start social Mon 4/28
Mon 7/7 to Fri 8/29 Mon 9/1 to Fri 10/31 Mon 11/3 to Fri 12/26
New Topic New Topic Extension Topic Extension Topic
Quarter 1
BSBW's 2014 Topics and Integrated Marketing Calendar
Quarter 2 Quarter 3 Quarter 4
Promo 4 Promo 6 Promo 7 Promo 8
End of Life: The Conversation Bullying TBI - Sports & Concussions Long Distance Caregiving
Rush Medical Center AARPThe Conversation Project PACER
Issue 6Issue 3 Issue 4 Issue 5
8 Promotion Periods43 Subscriber Emails
Enterprise Integration
integrated editorial and promotion plans.
31
#CMWorld@BSBW; @hocking_katie
Never enough time or money.Big goals.
challenge 3.
32
#CMWorld@BSBW; @hocking_katie
Here’s how to scale…
Recruit help from internal partners
Build momentum as community grows
Collaborate extensively with agency
Promote internally
Rinse and repeat
solution.
33
#CMWorld@BSBW; @hocking_katie
Recruit internal
partners.
solution.
34
#CMWorld@BSBW; @hocking_katie
challenge 4.
You’d like to play with the big boys.
35
#CMWorld@BSBW; @hocking_katie
challenge 4.
You’d like to play with the big boys.
36
#CMWorld@BSBW; @hocking_katie
And you can if you…
Clearly define what’s in it for them
Start conversations with partners
Transition from content-only to
content and co-marketing
partnerships
solution.
37
#CMWorld@BSBW; @hocking_katie
challenge 5.
38
#CMWorld@BSBW; @hocking_katie
Dust yourself off.
Ask what.
Learn why.
Get back on.
solution.
39
#CMWorld@BSBW; @hocking_katie
Somebody always wants to know…
What’s the ROI?
challenge 6.
40
#CMWorld@BSBW; @hocking_katie
Community
• Subscribers: 55K
• Email Open Rate: 32%
• Avg. Click Rate: 20%
• Facebook Fans:130K
Engagement
• Site Visits: 155K
• Visitors Who Click: 32%
• Visitors Who Share: 2%
Exposure
• Video Views: 987K
• Audience Impressions:185 million
solution.
41
#CMWorld42
#CMWorld@BSBW; @hocking_katie
Revised Plan: Launch
Bullying in July, 2014
Eliminated another
topic in order to
do Bullying.
the spark.
We figured we
could help if we
focused on Bullying.
October 18, 2013
43
#CMWorld@BSBW; @hocking_katie
Video 3
the call to action.
44
#CMWorld@BSBW; @hocking_katie
#CMWorld@BSBW; @hocking_katie
Channel Weeks 1-3 Weeks 4-6 Weeks 7-8
Spotlight Newsletter
Multi-Vu Press Release
Facebook Promoted Posts
Social Media Editorial
Co-Marketing Partner Tactics
HCSC: Lifetimes, Blue state
sites, billboards and
monitors
Embedded content on
partners’ Facebook,
Twitter, Pinterest, and
YouTube channels.
30+ visual, editorial, and internal elements
the promotion.
46
#CMWorld@BSBW; @hocking_katie
the results.
Engagement Exposure
Total Site Visits Generated: 24,500(2,325 Social Media visits, 13,000 Subscriber
visits, 9,175 Direct Traffic visits)
Bullying Quiz Takers: 3,400
Facebook Clicks-to-Website: 9,600
FB Post Engagement Actions: 18,300
Video Views: 10,400(from 2 videos)
Video Plays: 2,150(from 2 videos)
Facebook Audience Impressions:1.94 million
47
#CMWorld@BSBW; @hocking_katie
If you can innovate,
YOU CAN DO IT!!!
Have. To. Get. Out. OF THIS
JAM!
48
#CMWorld49
#CMWorld@BSBW; @hocking_katie
Feedback User surveys
Distribution 2.0 Out of Home Networks
The Blog Planned 2015 launch
Social Expansion Likely Instagram
In-market Events Helmet giveaways
flying into the future.
5
0
#CMWorld@BSBW; @hocking_katie
what it takes.
51
#CMWorld@BSBW; @hocking_katie
Thank You.
#CMWorld@BSBW; @hocking_katie
SubscribeBeSmartBeWell.com
LikeFacebook/BeSmartBeWell
Follow
Twitter: @BSBW
Pinterest/BeSmartBeWell
Subscribe
YouTube/BeSmartBeWell
subscribe. contact. questions.
Katie Hocking
Susan Zimny
Rick Smith (agency)
Email questions by 10/8 to
We’ll answer one month from
today via WebEx.
WHEN: 10/15/14, 1-2pm CST
WHERE: WebEx Conference
HOW: Invites sent by 10/8/14
53