Digital Summit 2013: Using Social Media to Drive Action


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How do you measure your social media campaigns to determine whether or not they are providing value? Do you evaluate what messages and images are generating action and response?

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  • Because the number of fans/followers are so easily viewable by visitors to social channels, it’s easy to use that is a default metric/index. Also – when it comes to competitive analysis, it’s an easy metric to leverage up to c-levels (who often see this as a telling number). However, it’s important not to build a business model on fans as this # is NOT a key performance metric. Focus more on what these fans yield. It’s about building a business model around a qualified community (those who interact, convert, @mention etc) This is not to discount the importance of social. It’s a tool that can be used to build relationships, drive prospective customers to conversion and even generate revenue. It’s quality over quantity.
  • Because it’s easy to assume social success solely on raw data (metrics such as number of fans, followers), little value is seen in spending the time to understand a deeper layer of social behavior analytics to understand triggers, motivations and ultimately what causes your social community to engage. It’s about capitalizing on a comprehensive set of data ( not just social behavior, but online behavior of your target social audience as well as their informational needs) to put a true return on investment. Metrics should not be looked at in silo; you should look further than raw numbers and audience assumption.
  • Dashboards can sometimes just be a mess of data; all litter that clouds the true, actionable data that highlights ROI. It’s not all about tracking fans, followers and even the number of comments, shares and likes. It’s about finding the metrics that are indicators of success – those that actually tie back to your business goal (whether it be revenue based, engagement or acquisition). Hunker down and create a dashboard the showcases the most important metrics for achieving your goals. These metrics can include (on the social side)Engagement rate (# of engaged users/# reach users)People talking about this On the website side: Referring traffic from socialConversions from social/ social conversion rate.
  • 2. Build on the insights from an audience analysis, competitor audit and a benchmark of current marketing efforts to ensure you’re creating a strategy intended to meet your marketing goals. Additionally, the strategy should take into account the current market situation (what is the industry framework on social) as well as business challenges 3. Don’t just syndicate content on social to have a presence. Make sure everything pushed live have distinguishable KPIs/way to measure ROI. 4. How to attribute a value towards social efforts? It’s about quantifying effectiveness in achieving business goals. (boosting conversions, revenue etc) It’s not just a branding and awareness tool anymore.
  • Challenge: Most fans either have COPD or are a caregiver to someone who does, but the main goal of the initiative is to increase awareness of the disease to those who know nothing about it/know they’re at riskHow do you use the platform to raise awareness of the disease to those who know nothing about it? Create compelling content that fans want to share; create for interactions to increase the number of unique individuals talking about the initiative…To leverage the current fan base to become ‘advocates of the cause” and share the “risk screener.”
  • Prior efforts were centered around the established NASCAR partnership, not around mobilizing fans to help find those living with COPD undiagnosed. While this awareness tactic garnered some traces of engagement, it ultimately fails step 3 as it does not fully support business goals (which in this case would be getting individuals screened). We had to take it upon ourselves to brainstorm ways to deeply integrate social media to drive impact. This started with taking a look back at the conversion experience…
  • Even though few efforts were driving individuals back to the COPD screener, those who landed oftentimes did not convert.. So a primary focus was optimizing the experience to bring a higher percentage of individuals through the funnel of completion. Before we were to ramp up social efforts, we wanted to ensure the landing page was optimized for conversion.The current site did not have the individual in mind. It was text heavy, cluttered and did not get to the point right away. Reading was not at a minimum – which resulted in the high bounce rate. In short, we wanted to make the experience valuable once they arrived. There would be no point in trying to increase social efforts with the goal of more screeners if , when individuals arrived at the site, they were unmotivated to convert.
  • Mobilizethe current fan base to promote their cause and communicate with their friends and family the importance of getting screened for COPD. Ensure they know the importance of sharing the screener and how they can “help save a life”/make a lasting impactBenefits of social media:Quick sharing of messagesLittle to no costs outside of general laborOpportunity to listen and monitor conversation/progressWide reach How to drive social sharing:Grab attention – break through the clutterEngage – make the followers want to connect with the goal; add an emotional elementAction – empower others to help cultivate a feeling of making a differenceFinally, we wanted to ensure that those landing on the screener had a valuable user experience. It’s not only about getting people to the website, it’s about making sure they have a good experience once there. Navigation with the user in mind Create a clear pathContent needed to be “attractive” – both from a readability standpoint as well as graphically Speed - Not only is this related to user experience (it affects conversion rates), it’s also ranking factor that can affect search rankings
  • After building the assets to improve the website/screener, we developed a system for managing all social efforts to stay on top of objectives. Created a content plan of topics/”themes” to post, allowing for flexibility for anything that came up (e.g. events, news) The calendar included “themes” based on interests, campaigns, holidays, conversations. Not only did this guide our efforts, it helped to identify content gaps The creation of “themes” helped from a reporting standpoint as well. We could see what content themes performed better – which drove traffic, had the highest conversion rates, etc. We could track results to figure out what worked and what didn’t, and optimized accordingly.
  • A visual presence is just as important to a successful campaign as the social strategy itself. Because there is so much content vying for attention on social channels, we had to think visually. Any study will tell you that visually compelling posts are the most engaging than just link based content. Moreover, they usually receiving more conversions as well. (Cara, let me know if you want stats here) We looked to imagery to tell a story that could easy be shared among our audience. We switched up visual content and messaging to keep our followers interested. All content:Delivered a clear message with a CTA Motivated/encouraged customers to share the screenerAll of the content syndicated was branded, as it’s necessary to build a cohesive web presence and to ensure once shared, the DRIVE4COPD imagery was not lost. All touchpoints online should be branded across all channels.
  • We took advantage of social listening tools to find opportunities to intersect conversation: Social listening was used for a variety of reasons: Real-time conversations around the disease/ conversation mapping /volume of conversations Discover sentiment around the diseaseAdvocate identification Uncovering marketing opportunities to help guide strategies for engaging individuals Identifying preferred social channels for those with the disease
  • Our efforts showcased how social medic can motivate action and can help drive support.Digitally engaged individuals wanted to show their support of the DRIVE4COPD initiative; this follows trends that show individuals like to influence others on the benefits of the causes they most care about.
  • As our social efforts began to take off, conversations began to shift towards the importance of screening. It was no longer a oneway conversation from brand (DRIVE4COPD) to consumer. The followers “joined in,” rallied for the cause and took advantage of the content to create chatter of their own.This is an example of a brand coming in and taking control of the market based off of the holes seen in social listening. With a new content strategy in place, DRIVE4COPD was able to change the direction of conversation, ultimately leading to more goal completions and screeners.
  • To keep individuals ignited and speaking to the brand, we had to switch up the creative. We were constantly incorporating new creative and content themes. This resulted in more return visitors who want to continue sharing and talking
  • Because we had implemented a robust tracking system, we were able to track our progress and success. We found that after a couple of months ofthis same approach, efforts plateaued even though we were switching up the visual content and messaging themes. Our audience was not growing and efforts were quickly growing stale. But with all marketing efforts, it’s all about taking results and optimizing. We took what we knew what had worked in the past and began brainstorming ways to generate engagement with our current fan base. We thought of new types of shareable content and ways to get our content to travel through a community. We thoughts of what content we could incorporate to best engage each of our audiences. From there we created a couple of new campaigns:
  • Capitalized on the “fuzziness” of Valentine’s Day to develop creative that encouraged individuals to share the screener with their loved ones.
  • We took advantage of the conversations we were seeing to our advantage. Knowing that individuals wanted to share their COPD story, we opened the floor to them..Because of the Facebook newsfeed algorithm (that prevents a lot of content from even being seen), we knew we had to connect with those who are true “advocates” of the brand and are willing to share their story. (more shares, conversation = higher chance of it being shown)The more shares we could get, the better as this lead to an amplification of efforts and a higher reach.
  • With a new honorary ambassador on board (Austin Dillon) and a Nationwide Series Season upcoming , we slowly began incorporating NASCAR related content back into the mix. This time, we ensured we didn’t loose site of DRIVE4COPD and it’s goals.Leveraged Austin Dillon and his emotional connection with COPDCreated race-specific posts Huge spike in website visits and screener completions on DRIVE4COPD Race Day (Let me know if you want more stats) We quickly found that this content appealed to a large audience and generated many shares. DRIVE4COPD is the official health initiative of NASCAR, afterall!
  • Digital Summit 2013: Using Social Media to Drive Action

    1. 1. Talk Is CheapUsing Social Media to Drive Action#DSum13
    2. 2. 2What is the value of social media?• 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?
    3. 3. 3A follower is not a business metric
    4. 4. 4Metrics are not meaningful in and of themselves
    5. 5. 5Are dashboards like this helpful?Image Source: Source:
    6. 6. 6Engineer social in reverseStep 1:Identify youressential businessobjectivesStep 2:Architect a socialstrategy engineeredto meet thoseobjectivesStep 3:Make sure thateverything inmarket supportsyour business goalsStep 4:Measure everytactic based on howwell it meetsbusiness objectives
    7. 7. 7Case Study
    8. 8. 8DRIVE4COPD is a multi-year public health initiative to screen the millions of peoplewho may be at risk for COPD. As many as 24 million Americans have COPD butapproximately half dont know it and remain undiagnosed.The goal: increase the number of people who take the online COPD screenerThe challenge: increasing awareness among the 12M people who don’t know theyhave COPD. Since social media is an engagement tactic, how do we leverage ouraccess to people who already know about us to reach people who don’t?
    9. 9. 9When we started, social efforts weren’t directly reaching our target or providingincentive to take actionWe had the followers in place, but...• They were people who have already been diagnosed withCOPD or their caregivers• The social conversations were almost exclusively focused onDRIVE’s partnership with NASCAR, not around COPD*4 months Sysomos data 6/1/12-9/30/12*4 months Google Analytics data 6/1/12-9/30/12
    10. 10. 10• A lot of steps• Lengthy text-heavy• High drop-off rateAnd the screener page wasn’t optimized for conversions
    11. 11. 11Our strategy: Leverage followers to push our message and make it easy to convertMobilize our social followers to increase reach• Empower our followers by telling them how important their voice is in gettingothers screened• Identify pain points of people who are experiencing symptoms of COPD andposition getting screened as the solution• Make our message visual and highly shareable to encourage our followers topass the message alongMake it easy for them to take the screener• Re-architect the screener form to make it simple to take with instant results andnext steps• Continue to encourage sharing for users after they take the screener12
    12. 12. 12How we did thatStep 1: Build the assets• Resigned the website and screener to improve the user experience and make iteven easier to complete• Refreshed the social properties with new imagery and conversation themesStep 2: Re-engage• Make the screener relevant to people: what are their pain points?• Have to give people a reason to get screened or share the screener• Intersect COPD symptom-related conversations happening off owned propertiesWe also implemented a robust tracking system that enabled us to view user behaviorfrom the initial social post all the way through to conversion.
    13. 13. 13Simple, easy to use screener with a clear CTA and minimal copyStep 1:
    14. 14. 14Visual campaigns that empower our followers and speaks to audience pain pointsSimplicityIt’s simpler thandaily activitiesQuality of LifeIt will improve theirquality of lifeEmotionalAppeal toemotional bondswith loved onesIrritantAcknowledge thatCOPD symptomsare daily irritantsNovember is National COPD Awareness Month, so we developed a campaign giving onereason to get screened for each day of the month: “30 Reasons to Get Screened”• Identify content themes that represent each audience pain point• Design visual content that positions getting screened as the solution• Include clear CTAs to get screenedStep 2:
    15. 15. 15We also intersected relevant conversations that were going on without us• Monitored tweets aroundspecific keywords related toCOPD symptoms• Replied to tweets providinginformation on COPD andencouraging user to take thescreener
    16. 16. 16Simplicity14 posts447 screener visits31.93 visits/postQuality of Life5 posts176 screener visits35.2 visits/postEmotional7 posts105 screener visits21.4 visits/postIrritant4 posts104 screener visits26 visits/post“30 Reasons to Get Screened” drove 832 people to the screener in one monthThe result:
    17. 17. 17And more people started reaching out to us directly, sharing stories, and encouragingothers to take the screenerConversations abruptly shifted away from NASCARevents and focused on COPD screening*4 months Sysomos data 10/1/12-1/31/13
    18. 18. 18Simplicity Quality of Life Emotional IrritantsWe introduced seasonal creative pieces to keep the campaign aliveStatistics QuestionsAnd added newcontent themes tokeep it fresh
    19. 19. 19• 21,587 screener visits +524%• 43% average MOM screener visit growth• 530,355 people reached + 2463%• Conversations shifted from NASCAR to COPD*4 months Google Analytics data 10/1/12-1/31/13But we saw that numbers started falling after the holidays: we had tapped outour audience with this approachRefreshing this campaign showed great results for a few months
    20. 20. 20So we developed a shareable “e-card” campaign for Valentine’s Day• Built up anticipation in the days leading up to Valentine’s Day to keep checking back• Released cards in cadence throughout the day before Valentine’s Day on Twitter and Facebook
    21. 21. 21And looked for ways to leverage all the stories we were receiving from followers
    22. 22. 22We reintroduced NASCAR partnership while maintaining focus on COPDDid U know that DRIVE4COPD is theofficial health initiative of #NASCAR?Share the screener & savelives. the countdown for#DRIVE4COPD300 is on, #NASCAR isalways in a race to find the missing millionswith COPD. Are U one? dont want anyone to go through what mygrandfather did. Determine your risk forCOPD today: #NASCAR
    23. 23. 232,9171,1932,3043,5707,6377,7514,7987,1722,6190 01,0382,1042,9731,2322,2422,7051,04647 19 37 95 159 142 172 126 5145.05%58.94%38.93%15.89%46.73%37.72%39.94%0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%01,0002,0003,0004,0005,0006,0007,0008,0009,000Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13Total Website Visits Result Completions Email Submissions Result Completion RateResults are presented visually, highlighting just the data that is important to the client
    24. 24. 24Think 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 be able to drive people but if they don’t act you’ve failedCampaigns 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 activitiesTake time to reflect and use insights to drive your marketing• When commenting on social properties, people shared personal stories of their experience withCOPD—led to our development of Faces of COPD campaignTakeaways