shsmd conference social media speech
DESCRIPTION
"The Stickiness of a Social Media Marketing Campaign" speech given at SHSMD's annual conference in Orlando, FL on October 2, 2009 at 1:45 PM by Charles Falls, President, Demi & Cooper AdvertisingTRANSCRIPT
The online world is a little like space.
WHAT IS SOCIAL MEDIA?
Social media isn’t enough.
WHAT IS SOCIAL MEDIA?
The Stickiness of a Social
Media Marketing Campaign
DEMI & COOPER ADVERTISING
How To Make The Web Work For You
Analyze All Activity To Make Your Efforts More Efficient
Find People Who Need (or Could Need) You
Attract Them To Your Site(s) and Blogs
Romance Them To Get Permission To Communicate
Communicate With Them By Providing Valuable Information
Track High Users And Make Them Ambassadors
Feed Ambassadors Info You Want Spread and Shared
Find People Who Need (or Could Need) You
Think “Sticky Spots”News Sites
Find People Who Need (or Could Need) You
Think “Sticky Spots”News Sites
Find People Who Need (or Could Need) You
Think “Sticky Spots”News Sites
Find People Who Need (or Could Need) You
Think “Sticky Spots”Consumer Sites
Find People Who Need (or Could Need) You
Think “Sticky Spots”Consumer Sites
Find People Who Need (or Could Need) You
Think “Sticky Spots”Consumer Sites
Find People Who Need (or Could Need) You
Think “Sticky Spots”Consumer Sites
Find People Who Need (or Could Need) You
Think “Sticky Spots”Consumer Sites
Find People Who Need (or Could Need) You
Think “Sticky Spots”Consumer Sites
Find People Who Need (or Could Need) You
Think “Sticky Spots”Consumer Sites
Find People Who Need (or Could Need) You
Think “Sticky Spots”Consumer Sites
Find People Who Need (or Could Need) You
Think “Sticky Spots”Consumer Sites
Find People Who Need (or Could Need) You
Think “Sticky Spots”Consumer Sites
Find People Who Need (or Could Need) You
Think “Sticky Spots”Consumer Sites
Find People Who Need (or Could Need) You
Think “Sticky Spots”Pay Per Click Sites
Find People Who Need (or Could Need) You
Think “Sticky Spots”Pay Per Click Sites
Find People Who Need (or Could Need) You
Think “Sticky Spots”Pay Per Click Sites
Find People Who Need (or Could Need) You
Think “Sticky Spots”Twitter
Find People Who Need (or Could Need) You
Think “Sticky Spots”Twitter
Find People Who Need (or Could Need) You
Think “Sticky Spots”Twitter
How To Make The Web Work For You
Analyze All Activity To Make Your Efforts More Efficient
Find People Who Need (or Could Need) You
Attract Them To Your Site(s) and Blogs
Romance Them To Get Permission To Communicate
Communicate With Them By Providing Valuable Information
Track High Users And Make Them Ambassadors
Feed Ambassadors Info You Want Spread and Shared
Attract Them To Your Site(s) and Blogs
Attract Them To Your Site(s) and Blogs
No Secret Here.
You MUST Provide A Link To Your SiteValuable InformationTimely Information
Special OffersInside InformationAccurate Answers
Helpful Links
How To Make The Web Work For You
Analyze All Activity To Make Your Efforts More Efficient
Find People Who Need (or Could Need) You
Attract Them To Your Site(s) and Blogs
Romance Them To Get Permission To Communicate
Communicate With Them By Providing Valuable Information
Track High Users And Make Them Ambassadors
Feed Ambassadors Info You Want Spread and Shared
Romance Them To Get Permission To Communicate
Romance Them To Get Permission To Communicate
Romance Them To Get Permission To Communicate
Romance Them To Get Permission To Communicate
Romance Them To Get Permission To Communicate
Romance Them To Get Permission To Communicate
Romance Them To Get Permission To Communicate
How To Make The Web Work For You
Analyze All Activity To Make Your Efforts More Efficient
Find People Who Need (or Could Need) You
Attract Them To Your Site(s) and Blogs
Romance Them To Get Permission To Communicate
Communicate With Them By Providing Valuable Information
Track High Users And Make Them Ambassadors
Feed Ambassadors Info You Want Spread and Shared
Communicate With Them By Providing Valuable Information
Communicate With Them By Providing Valuable Information
Communicate With Them By Providing Valuable Information
Communicate With Them By Providing Valuable Information
Communicate With Them By Providing Valuable Information
Communicate With Them By Providing Valuable Information
Communicate With Them By Providing Valuable Information
Communicate With Them By Providing Valuable Information
Communicate With Them By Providing Valuable Information
How To Make The Web Work For You
Analyze All Activity To Make Your Efforts More Efficient
Find People Who Need (or Could Need) You
Attract Them To Your Site(s) and Blogs
Romance Them To Get Permission To Communicate
Communicate With Them By Providing Valuable Information
Track High Users And Make Them Ambassadors
Feed Ambassadors Info You Want Spread and Shared
Track High Users And Make Them Ambassadors
Track High Users And Make Them Ambassadors
Track High Users And Make Them Ambassadors
Track High Users And Make Them Ambassadors
How To Make The Web Work For You
Analyze All Activity To Make Your Efforts More Efficient
Find People Who Need (or Could Need) You
Attract Them To Your Site(s) and Blogs
Romance Them To Get Permission To Communicate
Communicate With Them By Providing Valuable Information
Track High Users And Make Them Ambassadors
Feed Ambassadors Info You Want Spread and Shared
Feed Ambassadors Info You Want Spread and SharedHaving trouble reading this message? View our online version here.
Sherman Offers $25 Flu Shots
Flu season season begins this month, and Sherman Health wants
to help protect you and your family against influenza, a highly
contagious respiratory illness that is more serious than just a
cough and runny nose.
Sherman Health is offering “mercury free” flu shots earlier than
ever this year for only $25, payable with cash, check or credit
card. Flu shots are free for individuals covered by Medicare Part
B (must present Medicare card at time of shot). No appointments
are necessary.
Flu shots are a recommended preventive measure for anyone,
however children as young as 6 months to as old as 19 years of
age, pregnant women, individuals 50 years of age or older, and
those with certain chronic medical conditions run a higher risk of
infection.
Flu shots will be available at various Sherman Health Clinics
beginning October 25th through the month of November. Click
here for a complete list of available dates and times. You may
also call the Sherman flu hotline at 847-429-FLU1, or 800-397-
9000.
Sincerely,
Krystin Kolakowski
Web Marketing Coordinator
Copyright © 2008 Sherman Health 934 Center Street Elgin, IL 60120 | 800.397.9000 | 847.742.9800Privacy Policy | Terms & Conditions | Opt-out Share with a Friend
If you prefer not to receive commercial e-mail from Sherman Health, or if you've changed your e-mailaddress, please click here.
Having trouble reading this message? View our online version here.
Sherman Offers $25 Flu Shots
Flu season season begins this month, and Sherman Health wants
to help protect you and your family against influenza, a highly
contagious respiratory illness that is more serious than just a
cough and runny nose.
Sherman Health is offering “mercury free” flu shots earlier than
ever this year for only $25, payable with cash, check or credit
card. Flu shots are free for individuals covered by Medicare Part
B (must present Medicare card at time of shot). No appointments
are necessary.
Flu shots are a recommended preventive measure for anyone,
however children as young as 6 months to as old as 19 years of
age, pregnant women, individuals 50 years of age or older, and
those with certain chronic medical conditions run a higher risk of
infection.
Flu shots will be available at various Sherman Health Clinics
beginning October 25th through the month of November. Click
here for a complete list of available dates and times. You may
also call the Sherman flu hotline at 847-429-FLU1, or 800-397-
9000.
Sincerely,
Krystin Kolakowski
Web Marketing Coordinator
Copyright © 2008 Sherman Health 934 Center Street Elgin, IL 60120 | 800.397.9000 | 847.742.9800Privacy Policy | Terms & Conditions | Opt-out Share with a Friend
If you prefer not to receive commercial e-mail from Sherman Health, or if you've changed your e-mailaddress, please click here. 2:35
Feed Ambassadors Info You Want Spread and Shared
2:35
Feed Ambassadors Info You Want Spread and Shared
2:35
Feed Ambassadors Info You Want Spread and Shared
2:35
How To Make The Web Work For You
Analyze All Activity To Make Your Efforts More Efficient
Find People Who Need (or Could Need) You
Attract Them To Your Site(s) and Blogs
Romance Them To Get Permission To Communicate
Communicate With Them By Providing Valuable Information
Track High Users And Make Them Ambassadors
Feed Ambassadors Info You Want Spread and Shared
Analyze All Activity To Make Your Efforts More Efficient
ShermanHealth.com Traffic
AnalysisThe month of August saw an average of 1,348 unique visitors per day to ShermanHealth.com, compared to 1,352 unique visitors per day in the month of July, very comparable with a decrease of only 4 visitors. The consistent peaks found in both months represent Mondays, easily the best single days for traffic. All four Mondays in August saw a unique visitor total above 1,700. After Mondays, the visitors tend to decline sharply until the weekend hits, when the average number of unique visitors average typically over 700 per day. Last month was slightly over 600 per day on the weekend.
0
500
1,000
1,500
2,000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
ShermanHealth.com: July 2009/August 2009 Comparison Chart
July August
ShermanHealth.com Traffic
AnalysisThe month of August saw an average of 1,348 unique visitors per day to ShermanHealth.com, compared to 1,352 unique visitors per day in the month of July, very comparable with a decrease of only 4 visitors. The consistent peaks found in both months represent Mondays, easily the best single days for traffic. All four Mondays in August saw a unique visitor total above 1,700. After Mondays, the visitors tend to decline sharply until the weekend hits, when the average number of unique visitors average typically over 700 per day. Last month was slightly over 600 per day on the weekend.
0
500
1,000
1,500
2,000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
ShermanHealth.com: July 2009/August 2009 Comparison Chart
July August
Analyze All Activity To Make Your Efforts More Efficient
ShermanHealth.com Traffic Breakdown
Benchmark July August
Unique Visitors
Unique Visitors/Day
Pages Viewed/Visit
Avg. Visit Length
Bounce Rate
Top Requested
Pages
Direct Traffic To
WebSite
Search Engine Traffic
Referring Sites
Other Traffic Sources
Top Traffic Sources
27,294 27,602
1,352 1,348
4.5 4.5
3:35 3:19
28.61% 28.65%
Job Listings Job Listings
Physician Finder Physician Finder
Locations Locations
17.74% 16.59%
37.25% 37.71%
44.24% 44.89%
0.77% 0.81%
Indeed.com Indeed.com
TheFutureofSherman.com TheFutureofSherman.com
ShermanHealth.com/blog WelcometoSherman.com
ShermanHealth.com Traffic Breakdown
Benchmark July August
Unique Visitors
Unique Visitors/Day
Pages Viewed/Visit
Avg. Visit Length
Bounce Rate
Top Requested
Pages
Direct Traffic To
WebSite
Search Engine Traffic
Referring Sites
Other Traffic Sources
Top Traffic Sources
27,294 27,602
1,352 1,348
4.5 4.5
3:35 3:19
28.61% 28.65%
Job Listings Job Listings
Physician Finder Physician Finder
Locations Locations
17.74% 16.59%
37.25% 37.71%
44.24% 44.89%
0.77% 0.81%
Indeed.com Indeed.com
TheFutureofSherman.com TheFutureofSherman.com
ShermanHealth.com/blog WelcometoSherman.com
Analyze All Activity To Make Your Efforts More Efficient
ShermanHealth.com Sign-Up/Inquiries Breakdown
Benchmark July August
Total SIgn-Ups/
Inquiries
Elist
Class/Event
Newsletter
eCard
Testimonials
CT Scan
Service Line
Employment
Website Questions
Physican
General Questions
174 185
25 25
62 70
3 3
16 15
3 0
10 10
0 0
34 30
1 7
0 2
20 23
ShermanHealth.com Sign-Up/Inquiries Breakdown
Benchmark July August
Total SIgn-Ups/
Inquiries
Elist
Class/Event
Newsletter
eCard
Testimonials
CT Scan
Service Line
Employment
Website Questions
Physican
General Questions
174 185
25 25
62 70
3 3
16 15
3 0
10 10
0 0
34 30
1 7
0 2
20 23
Analyze All Activity To Make Your Efforts More Efficient
The Future of Sherman Blog Traffic
AnalysisTheFutureofSherman.wordpress.com surpassed July!s unique page views pulling in 1,936, an increase of over 111%. The Twitter Tour of the New Hospital was in August which brought a lot of attention to the blog.
1,700
1,775
1,850
1,925
2,000
July August
Future of Sherman Blog
Unique Page Views
Benchmark July August
Unique Page Views
Number of Articles Published
Top 3 Most Viewed Articles
1,731 1,936
4 4
Updated Photos Inside the New Sherman Hospital! (498 views)
Twitter Tour Photo Recap (483 views)
Q and A: Details on the New Sherman Gift Shop (447 views)
The Future of Sherman Health's New Cafe (224 views)
Twitter Tour the New Sherman Hospital (79 views) Twitter Tour the New Sherman Hospital (156 views)
The Future of Sherman Blog Traffic
AnalysisTheFutureofSherman.wordpress.com surpassed July!s unique page views pulling in 1,936, an increase of over 111%. The Twitter Tour of the New Hospital was in August which brought a lot of attention to the blog.
1,700
1,775
1,850
1,925
2,000
July August
Future of Sherman Blog
Unique Page Views
Benchmark July August
Unique Page Views
Number of Articles Published
Top 3 Most Viewed Articles
1,731 1,936
4 4
Updated Photos Inside the New Sherman Hospital! (498 views)
Twitter Tour Photo Recap (483 views)
Q and A: Details on the New Sherman Gift Shop (447 views)
The Future of Sherman Health's New Cafe (224 views)
Twitter Tour the New Sherman Hospital (79 views) Twitter Tour the New Sherman Hospital (156 views)
Analyze All Activity To Make Your Efforts More Efficient
eBlasts
August 5, 2009 August 10, 2009 August 20, 2009 August 26, 2009 August 28, 2009
Number Sent
Delivered
Undelivered
Bounced
Unique
Viewers
Unique
Clickers
Unsubscribes
Complaints
Top Three
Links
5,960 5,971 6,006 5,907 5,862
5,750 5,762 5,793 5,834 5,818
199 (3%) 201 (3%) 200 (3%) 49 (.5%) 42 (1%)
11 (0%) 8 (0%) 13 (0%) 24 (0%) 2 (0%)
1,113 (19%) 726 (13%) 842 (15%) 935 (16%) 706 (12%)
242 (4%) 350 (6%) 517 (9%) 455 (7.8%) 143 (2.5%)
16 10 15 14 8
1 2 13 (0%) 1 0
Sherman to Host 2nd Annual Family Health and Safety Fair (131
clicks)
Sherman Health’s New Cafe (293 clicks)
Twitter Tour Recap (516 clicks)
Chicago Tribune: The 8 most germ-friendly spots in the house (292 clicks)
http://shermanhealthexperienc
e.wordpress.com (77 clicks)
The Future of Sherman Blog (105 clicks)
Q&A Sherman Gift Shop (176 clicks)
AtC: Can Heart Failure Be Cured (147 clicks)
http://shermanhealthfoundation
.com (132 clicks)
http://shermanheart.wordpress.
com/ (77 clicks)
Sherman Heart Blog (104 clicks)
How A Patient Centered Hospital Is Built (161
clicks)
From cnn.com: Blue M&Ms linked to reducing spine injury (111 clicks)
Chocolate Cuts Death Rate of Heart Attack
Survivors? (118 clicks)
http://thefutureofsherman.word
press.com/ (75 clicks)
AnalysisThe August 5th and 26th eBlasts had the highest number of unique viewers, however it was the the August 20th and August 26th eBlasts with the highest number of unique clickers. The “Twitter Tour Recap” article received the highest number of clicks by far (516).
By reviewing these results it seems that sending eBlasts one time early in the month and one time later in the month seems to get the highest viewership. This will be a trend we will continue to watch.
eBlasts
August 5, 2009 August 10, 2009 August 20, 2009 August 26, 2009 August 28, 2009
Number Sent
Delivered
Undelivered
Bounced
Unique
Viewers
Unique
Clickers
Unsubscribes
Complaints
Top Three
Links
5,960 5,971 6,006 5,907 5,862
5,750 5,762 5,793 5,834 5,818
199 (3%) 201 (3%) 200 (3%) 49 (.5%) 42 (1%)
11 (0%) 8 (0%) 13 (0%) 24 (0%) 2 (0%)
1,113 (19%) 726 (13%) 842 (15%) 935 (16%) 706 (12%)
242 (4%) 350 (6%) 517 (9%) 455 (7.8%) 143 (2.5%)
16 10 15 14 8
1 2 13 (0%) 1 0
Sherman to Host 2nd Annual Family Health and Safety Fair (131
clicks)
Sherman Health’s New Cafe (293 clicks)
Twitter Tour Recap (516 clicks)
Chicago Tribune: The 8 most germ-friendly spots in the house (292 clicks)
http://shermanhealthexperienc
e.wordpress.com (77 clicks)
The Future of Sherman Blog (105 clicks)
Q&A Sherman Gift Shop (176 clicks)
AtC: Can Heart Failure Be Cured (147 clicks)
http://shermanhealthfoundation
.com (132 clicks)
http://shermanheart.wordpress.
com/ (77 clicks)
Sherman Heart Blog (104 clicks)
How A Patient Centered Hospital Is Built (161
clicks)
From cnn.com: Blue M&Ms linked to reducing spine injury (111 clicks)
Chocolate Cuts Death Rate of Heart Attack
Survivors? (118 clicks)
http://thefutureofsherman.word
press.com/ (75 clicks)
AnalysisThe August 5th and 26th eBlasts had the highest number of unique viewers, however it was the the August 20th and August 26th eBlasts with the highest number of unique clickers. The “Twitter Tour Recap” article received the highest number of clicks by far (516).
By reviewing these results it seems that sending eBlasts one time early in the month and one time later in the month seems to get the highest viewership. This will be a trend we will continue to watch.
Analyze All Activity To Make Your Efforts More Efficient
Social Media: FacebookFacebook: Sherman Health Page Fans
0
50
100
150
200
July August
New Fans Total Fans
Analysis The data above is showing the number of fans, page, photo and video views, and total interactions in the month of August. The Facebook page achieved 31 new fans during August bringing the total to 175. This large increase may be due to the messages sent to Sherman Hospital Facebook account friends informing them of the Facebook transition from account to page. In August, there were 771 pageviews, 6 video plays, 96 photo views and 13 total interactions.
Facebook Breakdown
0
50
100
150
200
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Total Fans Total Interactions New Fans
Page Views Unique Page Views Video Plays
Photo Views
Social Media: FacebookFacebook: Sherman Health Page Fans
0
50
100
150
200
July August
New Fans Total Fans
Analysis The data above is showing the number of fans, page, photo and video views, and total interactions in the month of August. The Facebook page achieved 31 new fans during August bringing the total to 175. This large increase may be due to the messages sent to Sherman Hospital Facebook account friends informing them of the Facebook transition from account to page. In August, there were 771 pageviews, 6 video plays, 96 photo views and 13 total interactions.
Facebook Breakdown
0
50
100
150
200
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Total Fans Total Interactions New Fans
Page Views Unique Page Views Video Plays
Photo Views
Analyze All Activity To Make Your Efforts More Efficient
Social Media: Twitter
Twitter Breakdown
July August
Followers
Following
Updates
2,525 2,653
1,801 2,155
33 90
Sherman Health
Analysis The number of Twitter followers continued to increase in August. The Sherman Health Twitter account saw over a 150 follower increase. The Twitter Tour was responsible for a bulk of the new followers to the Sherman Twitter account.
2,520.0
2,542.5
2,565.0
2,587.5
2,610.0
July August
Followers
Social Media: Twitter
Twitter Breakdown
July August
Followers
Following
Updates
2,525 2,653
1,801 2,155
33 90
Sherman Health
Analysis The number of Twitter followers continued to increase in August. The Sherman Health Twitter account saw over a 150 follower increase. The Twitter Tour was responsible for a bulk of the new followers to the Sherman Twitter account.
2,520.0
2,542.5
2,565.0
2,587.5
2,610.0
July August
Followers
Sherman HealthReach Survey
1. How did you find out about the Sherman HealthReach Class?
Response
Percent
Response
Count
ShermanHealth.com 47.6% 30
Sherman "Destinations" Newsletter 1.6% 1
Sherman "Destinations" E-
Newsletter 0.0% 0
Physician Referral 19.0% 12
Friend Referral 3.2% 2
Other 28.6% 18
Other (please specify) 18
answered question 63
skipped question 0
2. How did you sign-up for the Sherman HealthReach Class?
Response
Percent
Response
Count
ShermanHealth.com 50.8% 32
Phone Call 46.0% 29
Other 3.2% 2
Other (please specify) 3
answered question 63
skipped question 0
Page 1
Analyze All Activity To Make Your Efforts More Efficient
Sherman HealthReach Survey
1. How did you find out about the Sherman HealthReach Class?
Response
Percent
Response
Count
ShermanHealth.com 47.6% 30
Sherman "Destinations" Newsletter 1.6% 1
Sherman "Destinations" E-
Newsletter 0.0% 0
Physician Referral 19.0% 12
Friend Referral 3.2% 2
Other 28.6% 18
Other (please specify) 18
answered question 63
skipped question 0
2. How did you sign-up for the Sherman HealthReach Class?
Response
Percent
Response
Count
ShermanHealth.com 50.8% 32
Phone Call 46.0% 29
Other 3.2% 2
Other (please specify) 3
answered question 63
skipped question 0
Page 1
Analyze All Activity To Make Your Efforts More Efficient
Survey Monkey Can Be
Automatedand
Provides Online
Reporting
How To Make The Web Work For You
Analyze All Activity To Make Your Efforts More Efficient
Find People Who Need (or Could Need) You
Attract Them To Your Site(s) and Blogs
Romance Them To Get Permission To Communicate
Communicate With Them By Providing Valuable Information
Track High Users And Make Them Ambassadors
Feed Ambassadors Info You Want Spread and Shared
What Can You Expect?
What Can You Expect?
Increase Brand Recognition, Build E-List For Increased Communication, Get
Appointments Online
Clients On This Program Saw
Unique Visitors to the Main Web Site Increase 125%
Community Education Class Sign-Ups Increase By Over 300%
E-List Sign-Ups Increase By Over 110%
Newsletter Subscriptions Increase By Over 200%
The Entire Schedule for a CT Heart Scan Promo Filled up – Four Times
Questions?
Go ahead. Ask. Be Social.
That’s What Why We’re Here.
Charles FallsPresident
Friend Me / Follow Me atwww.demicooper.com/charlesfalls
Charles FallsPresident
Friend Me / Follow Me atwww.demicooper.com/charlesfalls
Charles FallsPresident
Friend Me / Follow Me atwww.demicooper.com/charlesfalls