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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?
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Are dashboards like this helpful?
Image Source: stadden.com/writing/
Image Source: digitalbursonmarsteller.com/tag/corporate/
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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
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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?
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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
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• A lot of steps
• Lengthy text-heavy
• High drop-off rate
And the screener page wasn’t optimized for conversions
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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
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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.
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Simple, easy to use screener with a clear CTA and minimal copy
Step 1:
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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:
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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
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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
The result:
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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
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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
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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
*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
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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
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And looked for ways to leverage all the stories we were receiving from followers
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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
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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
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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