talk is cheap: using social media to drive action

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#SMWsocialaction

Talk Is Cheap

Using Social Media to Drive Action

#SMWsocialaction


#SMWsocialaction

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?


#SMWsocialaction

Metrics are not meaningful in and of themselves


#SMWsocialaction

Image Source: stadden.com/writing/

Are dashboards like this helpful?

Image Source: digitalbursonmarsteller.com/tag/corporate/


#SMWsocialaction

A fan is not a business metric


#SMWsocialaction

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


#SMWsocialaction


#SMWsocialaction

• 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


#SMWsocialaction

• 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


#SMWsocialaction

• 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


#SMWsocialaction

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


#SMWsocialaction #SMWsocialaction

CONVERSION

› Building a Dashboard

How do people find these

elements and site actions?

What site actions define these

business goals?

What are your

business goals?

› Follow Your Goals. » Hone in on your goals, and fill your report

with metrics that support that goal. If you take your eye off the prize, you’re less likely to get it.

› Know Your Audience.» Understand who’s reading your reports so

that they’re not left asking “so what?” Look for opportunities to drill down and roll up data.

› Choose (Your Metrics) Wisely.» Simplicity is key – highlight only those

metrics which will contribute to understanding goal achievement. Too much data clutters your ability to make insightful recommendations.

› Turn On Your Right Brain.» Portraying data in a easy to understand way

is an art. Find creative ways to convey your message with numeric tables.

#SMWsocialaction› Establish Tracking Necessities

Business Objective Website Action Item to Be Tracked Site Location Tracking Methodology a

Generate Sales Online Purchase Ecommerce Transaction www.oursite.com/shopping-cart/checkout Ecommerce Tracking

Aprv. Sch. Day Date Time Platform Content Theme Post Shortened Link Chars.

x x Friday 28-Jan 1:40 PM twitter VDay Here is my post! ow.ly/1as2v54s23 32

domain.org/landing-page?utm_source=tw&utm_medium=ownedsocial&utm_content=post23&utm_campaign=Vday&utm_term=register

http://www.oursite.com/shopping-cart/checkout

#SMWsocialaction› The Social Channel

Monthly Average 10

Last Month 8

Percent Change 66%

FORM SUBMISSIONS

13November December January

02468

10121416

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

7 5 6

7

3

71.75% 1.85%

2.40%

Facebook TwitterSocial Conversion Rate

SOCIAL MEDIA PERFORMANCE

› Identify performance trends that provide insight into visitor behavior within this channel.

Goal: 200Achieved: 55

KEY TRENDS & INSIGHTS

› Make strategic recommendations based on the performance insight above.

RECOMMENDATIONS

JANUARY PERFORMANCE

Platform Visits Convs. Conv. Rate

Facebook 200 7 3.50%

Twitter 342 6 1.75%

Totals 542 13 2.40%

Speaker20%

Program Con-tent25%

Register40%

Other15%

#SMWsocialaction› Social in Context

OVERALL SITE PERFORMANCE SUBMISSIONSMonthly Average 600

Last Month 425

Percent Change 17%500

Medium Completions Δ

Direct Traffic 125 ▲

Referral 65 ▼

Organic Search 135 ▲

Paid Search 95 ▼

Unowned Social 30 ▲

Owned Social 50 ▲

Total Completions 500 ▲

COMPLETION BREAKDOWN

COMPLETION RATE

0-452%

5+48%

Score January Total

0-4 260 460

5+ 240 540

Total 500 1,000

COMPLETION TYPE

Goal: 5,000Achieved: 1,000

November December January0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

7.50%

8.00%

8.50%

9.00%

9.50%

10.00%6,000

5,000 5,250

500 425 500

8.33%8.50%

9.52%

Visits Submissions Submission RateMonthly Average 52%

Last Month 47%

Percent Change 39%65%

Direct25%

Referral13%

Organic Search

27%

Paid Search19%

Unowned Social

6%

Owned Social10%


#SMWsocialaction

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

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