Preparing for a Pandemic: Raising Campaign Online Visibility

CONTENT LEADERS: Larry Himelfarb, Asst Director, Online Services, American Nurses Assn Jessica Ek , Web Communications Editor, American Nurses Assn Don Baker , Partner, NSI Partners Preparing for a Pandemic: Raising Campaign Online Visibility Thursday, February 11, 2010 4:15–5:30 #tech10 lb7

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
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 Process
Site 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
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

Review Data
Traffic
Number of Visitors
Sources
External Search
Referrals
Direct
Engagement and Conversion
Social Media Activity
Actions Taken
Review Data

Actions Taken
4,879 Letters to Congress
14,993 Poll Responses
60 People Emailed
76 Friends
Traffic
Time on Site
Source of Traffic
Insert graphs from Convio on actions taken here Review Data: Safe Staffing Saves Lives

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
637 Tweets
1,177 Facebook interactions

Review Data: Immunization
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 change
Visibility improved from #16 to #4 in Google
monthly traffic increased 584%
“ nursing shortage”
On-page optimization, inbound links, PPC
(July–November 2009)

Sample External-Search Improvements
“ nurses and health care reform”
Visibility improved to #3 in Google
“ safe patient handling”
(July-November 2009)

Sample Internal-Search Improvements
“ code of ethics”
Exit rate down from 12% to 3%
“ safe staffing”
“ safe patient handling and movement”
(July-November 2009)

Impact
Safe Staffing Saves Lives
Health Care Reform Safe Patient Handling
Handle With Care
Immunization

Questions?

How to Contact Us
American Nurses Association
Larry Himelfarb
[email_address]
301.628.5115
Jessica Ek
[email_address]
301.628.5110
NSI Partners
Don Baker
[email_address]
719.328.0042

Resources
Search Engine Optimization Basics
SEO for Non-Profits guide
http://seo.grassroots.org/guide
Google's Search Engine Optimization Starter Guide (pdf)
http://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf

Resources
Social 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 Brands
http://mashable.com/2009/11/25/social-media-b2b/
How To: Measure Social Media ROI
http://mashable.com/2009/10/27/social-media-roi/

Resources
Website Analytics Basics
Unleashing the Power of Website Analytics
http://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

by Don Baker on Feb 11, 2010

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Preparing for a Pandemic: Raising Campaign Online Visibility — Presentation Transcript