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Talk Is Cheap
Using Social Media to Drive Action
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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?
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Metrics are not meaningful in and of themselves
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Image Source: stadden.com/writing/
Are dashboards like this helpful?
Image Source: digitalbursonmarsteller.com/tag/corporate/
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A fan is not a business metric
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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
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• 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
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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 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
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• 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
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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
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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
#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%
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Leigh George, PhDDirector, Strategy
410.369.3744 [email protected]
Twitter: @leighgeorge
www.r2integrated.com
Arden KaleyAnalytics Strategist
410.369.3748 [email protected]: @mynameisarden
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