Digital Summit 2013: Using Social Media to Drive Action

Talk Is Cheap

Using Social Media to Drive Action

#DSum13

22

#DSum2013

www.r2integrated.com 2

What is the value of social media?

• 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?

33

#DSum2013


A follower is not a business metric

44

#DSum2013


Metrics are not meaningful in and of themselves

55

#DSum2013


Are dashboards like this helpful?

Image Source: stadden.com/writing/

Image Source: digitalbursonmarsteller.com/tag/corporate/

66

#DSum2013


Engineer social in reverse

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

77

#DSum2013


Case Study

88

#DSum2013


DRIVE4COPD is a multi-year public health initiative to screen the millions of people who may be at risk for COPD. As many as 24 million Americans have COPD but approximately half don't know it and remain undiagnosed.

The goal: increase the number of people who take the online COPD screener

The challenge: increasing awareness among the 12M people who don’t know they have COPD. Since social media is an engagement tactic, how do we leverage our access to people who already know about us to reach people who don’t?

99

#DSum2013


When we started, social efforts weren’t directly reaching our target or providing incentive to take action

We had the followers in place, but...

• They were people who have already been diagnosed with COPD or their caregivers

• The social conversations were almost exclusively focused on DRIVE’s partnership with NASCAR, not around COPD

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

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

1010

#DSum2013


• A lot of steps

• Lengthy text-heavy

• High drop-off rate

And the screener page wasn’t optimized for conversions

1111

#DSum2013


Our strategy: Leverage followers to push our message and make it easy to convert

Mobilize our social followers to increase reach • Empower our followers by telling them how important their voice is in getting

others screened• Identify pain points of people who are experiencing symptoms of COPD and

position getting screened as the solution• Make our message visual and highly shareable to encourage our followers to

pass the message along

Make it easy for them to take the screener• Re-architect the screener form to make it simple to take with instant results and

next steps• Continue to encourage sharing for users after they take the screener

1

2

1212

#DSum2013


How we did that

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

even easier to complete• Refreshed the social properties with new imagery and conversation themes

Step 2: Re-engage• Make the screener relevant to people: what are their pain points?• Have to give people a reason to get screened or share the screener• Intersect COPD symptom-related conversations happening off owned properties

We also implemented a robust tracking system that enabled us to view user behavior from the initial social post all the way through to conversion.

1313

#DSum2013


Simple, easy to use screener with a clear CTA and minimal copy

Step 1:

1414

#DSum2013


Visual campaigns that empower our followers and speaks to audience pain points

Simplicity

It’s simpler than daily activities

Quality of LifeIt will improve their quality of life

EmotionalAppeal to emotional bonds with loved ones

IrritantAcknowledge that COPD symptoms are daily irritants

November is National COPD Awareness Month, so we developed a campaign giving one reason to get screened for each day of the month: “30 Reasons to Get Screened”

• Identify content themes that represent each audience pain point• Design visual content that positions getting screened as the solution• Include clear CTAs to get screened

Step 2:

1515

#DSum2013


We also intersected relevant conversations that were going on without us

• Monitored tweets around specific keywords related to COPD symptoms

• Replied to tweets providing information on COPD and encouraging user to take the screener

1616

#DSum2013


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

The result:

1717

#DSum2013


And more people started reaching out to us directly, sharing stories, and encouraging others to take the screener

Conversations abruptly shifted away from NASCAR events and focused on COPD screening

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

1818

#DSum2013


Simplicity Quality of Life Emotional Irritants

We introduced seasonal creative pieces to keep the campaign alive

Statistics Questions

And added new content themes to

keep it fresh

1919

#DSum2013


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

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

But we saw that numbers started falling after the holidays: we had tapped out our audience with this approach

Refreshing this campaign showed great results for a few months

2020

#DSum2013


So we developed a shareable “e-card” campaign for Valentine’s Day

• Built up anticipation in the days leading up to Valentine’s Day to keep checking back• Released cards in cadence throughout the day before Valentine’s Day on Twitter and Facebook

2121

#DSum2013


And looked for ways to leverage all the stories we were receiving from followers

2222

#DSum2013


We reintroduced NASCAR partnership while maintaining focus on COPD

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

2323

#DSum2013


Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-130

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

2,917

1,193

2,304

3,570

7,637 7,751

4,798

7,172

2,619

0 0

1,038

2,104

2,973

1,232

2,2422,705

1,046

47 19 37 95 159 142 172 126 51

45.05%

58.94%

38.93%

15.89%

46.73%

37.72%39.94%

Total Website Visits Result Completions Email Submissions Result Completion Rate

Results are presented visually, highlighting just the data that is important to the client

2424

#DSum2013


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 be 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

Takeaways

Date post:	20-Aug-2015
Category:	Technology
Upload:	r2integrated
View:	600 times
Download:	3 times

Digital Summit 2013: Using Social Media to Drive Action

Technology