Preparing for a Pandemic: Raising Campaign Online Visibility

CONTENT LEADERS:Larry Himelfarb, Asst Director,

Online Services, American Nurses AssnJessica Ek, Web Communications Editor,

American Nurses AssnDon Baker, Partner, NSI Partners

Preparing for a Pandemic: Raising Campaign Online Visibility

Thursday, February 11, 20104:15–5:30

#tech10 lb7

untech10.conferencespot.orguntech10.conferencespot.org

Raising Online Visibility—Intro

How do we increase online visibility, since Web sites are essentially passive when ANA launches critical online campaigns?

Recognize the power of Google, Yahoo!, Bing and social media/networks to bring eyeballs and drive activity

Recognize the reality of multiple “home pages”

It is not enough to build and wait for visitors


Raising Online Visibility—Intro

Will share real case studies, how-tos and tools with you today

Explain search-marketing components

Your take-aways: Recognize benefits of search marketing Understand basic search-marketing methodology Understand value of Web analytics to recognize what

visitors seek and guide site changes

How to incorporate social networks into campaigns


Metrics for Success Campaign-Specific

Traffic Numbers Conversion Goals Search Ranking

Organization-Wide Membership Sales Traffic to and from

NursingWorld.org


Traffic: Safe Staffing Saves Lives


Traffic: Health Care Reform


Traffic: Immunization

ANAImmunize.org

Cooperative agreement with the CDC to provide nurses with information to help them and their patients make informed decisions about vaccinations.


Conversion Goals


Reaching Search–Marketing Goals

Determine Keyword-Phrase Sets

Establish Baseline Site Visibility vs. Competition

Use Targeted Pay-Per-Click (PPC) Gather Real-World Search Data on Phrases Provide Immediate Visibility Boost for Searchers

Optimize Site Pages for Better Visibility



Pursue Inbound Links – “Traditional” Other site pages Email newsletters Quality online directories Press releases & media articles Partners & other complementary websites

Pursue Inbound Links – Social Media Communities (Facebook, consumer/pro forums) Community-based content sites (Squidoo, wikis) Blogs & micro-blogs: original content & links Social Bookmarking (Delicious, StumbleUpon) Multimedia (video, podcasts)



Track Progress Website analytics

traffic patterns referring sites & search engines conversions visitor paths internal search results

Search-engine rankings for important phrases

Social-media follows/friends/re-posts


Reaching Search-Marketing Goals

SafeStaffingSavesLives.org

Top Google Rankings Safe staffing - #1 & 2 Safe nurse staffing - #1 & 2 Setting safe nurse staffing levels - #2 & 3 Safe staffing ratios - #1

Top Yahoo! Rankings Safe staffing - #1 & 2 Safe nurse staffing - #1 & 2 Setting safe nurse staffing levels - #2 & 7 Safe staffing ratios - #2 & 10

(mid-January 2010)



NursingWorld.org — Handle With Care

Top Google Rankings Handle with care - #9 ANA handle with care - #1 & 2 Handle with care recognition program - #1 & 2 Nursing ergonomics - #10

Top Yahoo! Rankings Handle with care - #7 ANA handle with care - #1 & 2 Handle with care recognition program - #1 & 2 Nursing ergonomics - #6 & 17

(late-January 2010)


ANASafePatientHandling.org

Top Google Rankings – goal to reach first page Safe patient handling - #10 & 14 Safe patient handling legislation - #11 & 30 Safe patient handling program - #13 & 28

Top Yahoo! Rankings Safe patient handling - #4 & 25 Safe patient handling legislation - #1 & 9 Safe patient handling program - #7 & 20

(late-January 2010)




ANAImmunize.org

Launching April 2010

Targeting “immunization”- & “vaccination”- related phrases

Will develop inbound links from: Pay-per-click search-ad campaign ANA & CDC websites Online directories, social-media sites, blogs & forums


Pay-Per-Click (PPC) Marketing

Strategy Identify important keyword phrases Target specific audiences & desired actions Gain immediate first-page search rankings Gain additional visitors and brand lift when combined with high organic rankings

Application Google AdWords provides largest audience (~70%) Secondary networks may yield better conversions Use best practices to target phrases & ads

improve ad positioning increase clickthrough rates (CTRs) lower per-click costs


Pay-Per-Click (PPC) Marketing

Google AdWords campaign results

SafeStaffingSavesLives.org 2,400 targeted visitors from May 2008 – May 2009 Average 3% CTR Identified high-traffic phrases useful for optimizing pages on this site and NursingWorld.org

ANASafePatientHandling.org 340 targeted visitors since September 2009 Average 6% CTR Providing high visibility for new site gaining organic rankings


Online Campaign ProcessSite Planning/Decision-making

Determine Goal(s) Branding/boost primary site traffic Increase sales, downloads or leads Address target-audience niche

Subdomain, Subdirectory or Stand-alone site? Subdomain: offer unique but related topics

topic.yoursite.com Subdirectory: organize closely related topics

yoursite.com/topic Stand-alone: establish unique brand for

specific audience and/or purpose


Online Campaign Process SafeStaffingSavesLives.org

stand-alone site with different look-and-feel new audience, biased toward taking action & sharing info

NursingWorld.org Handle With Care campaign subdirectory leveraging existing site’s brand educational campaign aimed at core audience recognition program for hospitals using SPH equipment

ANAImmunize.org stand-alone, niche site for ANA/CDC joint venture many outbound links to non-ANA-related content


Planning Navigation: Popularity

Original Home of Nursing Ethics

New Home

Navigation Change


Planning Navigation: Organizing by

Topic/Audience/Media Especially For You

Student Nurses

Immunization Specialty Toolkits


Raising Awareness

Social Networks

Pay-per-click ads

Website Content

Other Inbound Links Directories Press releases

Email Campaigns

Offline publications


ANA Social Networking

Use different accounts for

different topics (health care

reform, H1N1 updates, Nursing

Insider news) and have a

Twitter List to bring them all

together

Engage community and highlight news

that makes nurses proud of their profession

Link to Career Center

resources, repost Nursing Insider

news, and encourage discussion

Add multimedia elements to

campaigns and put faces on the Association and

its members


ANA Social Bookmarking

Know the Site

Be a Good Citizen

Stay Active


ANA Blogging

NurseSpace: Private network for members

Following influential bloggers

Monitoring Online buzz

www.asaecenter.org

Review Data Traffic

Number of Visitors Sources

External Search Referrals Direct

Engagement and Conversion Social Media

Activity Actions Taken

Review Data

www.asaecenter.org

Insert graphs from Convio on actions taken here

Review Data: Safe Staffing Saves Lives

Actions Taken 4,879 Letters to

Congress 14,993 Poll Responses 60 People Emailed 76 Friends

Traffic Time on Site Source of Traffic


Review Data: Health Care Reform

Action Taken 2,942 Joined the Health

Care Reform Team and shared their story

251 Sent emails to 266 friends

4,233 Letters to Congress

Social Media Activity 637 Tweets 1,177 Facebook interactions


Review Data: Immunization

Social Media Activity• 31 Tweets• 260 Facebook interactions


Search: External & Internal

On-page Factors Title tag

Brief include primary keyword phrase(s)

<title>Scope of Practice for Advanced Practice Registered Nurses (APRNs)</title>

Meta description tag Brief – 1 to 2 sentences include primary keyword phrase encourage visitor to click your link

<meta name="Description" content="Scope of Practice for Advanced Practice Registered Nurses (APRNs) - get detailed information here."></meta>



On-page Factors Page URL

brief try to include primary keyword phrase

http://www.safestaffingsaveslives.org/WhatisSafeStaffing.aspx

Headline & content include primary keyword phrase(s) & variations Try to insert in first couple of paragraphs



Sample External-Search Improvements “nursing ethics”

On-page optimization, navigation changeVisibility improved from #16 to #4 in Google monthly traffic increased 584%

“nursing shortage” On-page optimization, inbound links, PPC Visibility improved from #42 to #14 in Google monthly traffic increased 50%

(July–November 2009)



Sample External-Search Improvements

“nurses and health care reform” On-page optimization, inbound links, PPC Visibility improved to #3 in Google monthly traffic increased 240%

“safe patient handling” On-page optimization, inbound links, PPC Visibility improved from #10 to #7 in Google monthly traffic increased 100%

(July-November 2009)



Sample Internal-Search Improvements

“code of ethics” Exit rate down from 12% to 3%

“safe staffing” Exit rate down from 30% to 4%

“safe patient handling and movement” Exit rate down from 25% to 11%

(July-November 2009)


Impact Safe Staffing Saves

Lives

Health Care ReformSafe Patient Handling

Handle With Care

Immunization


Questions?


How to Contact UsAmerican Nurses Association

Larry [email protected]

Jessica [email protected]

NSI PartnersDon Baker [email protected]


ResourcesSearch Engine Optimization Basics

SEO for Non-Profits guidehttp://seo.grassroots.org/guide

Google's Search Engine Optimization Starter Guide (pdf)

http://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf


ResourcesSocial Media Basics

Social Media Marketing in 3 Minutes (video)http://www.youtube.com/watch?v=gza8dvN8Hkc

How To: Make Social Media Work for Non-Consumer Brandshttp://mashable.com/2009/11/25/social-media-b2b/

How To: Measure Social Media ROIhttp://mashable.com/2009/10/27/social-media-roi/


ResourcesWebsite Analytics Basics

Unleashing the Power of Website Analyticshttp://sixrevisions.com/usabilityaccessibility/unleashing-the-power-of-

website analytics/

Google Analytics: Google Business' Google Analytics Playlist (videos)http://www.youtube.com/user/GoogleBusiness#p/c/8AD289AB1ACCD84F


Some Definitions(via Wikipedia)

Search Engine Optimization (SEO) “…the process of improving the volume or quality of traffic to a web

site from search engines via "natural" or un-paid ("organic" or "algorithmic") search results…. Typically, the earlier (or higher) a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines. This gives a web site web presence.”

Search Engine Marketing (SEM) “…a form of Internet marketing that seeks to promote websites by

increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion.”


Some Definitions(via Wikipedia)

Social Media “…is media designed to be disseminated through social interaction,

created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).

Website Analytics “…the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research. Web analytics provides data on the number of visitors, page views etc to gauge the popularity of the sites which will help to do the market research.”

Preparing for a Pandemic: Raising Campaign Online Visibility

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