Talk is cheap: using social media to drive action

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Learn how to leverage social marketing to drive engagement, how to identify social platforms and the best ways to define and measure success.

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  • Just because a number is available doesn’t mean we should track it. And numbers based on activity of a network just tell us about the network—not about how well we’ve achieved business goalsSelf-referrentialBut does that information help us make decisions?Only means you’re being talked about—nothing beyond thatTalk needs to impact behavior
  • Because we love to report on any number we can collect80% of analytics dashboards look like thisExcel, lots of tabs, lots of data, lots of numbers, may even have drill downsFans, followers, pageviews, visits, checkins, lifetime total likesDo doubt took an incredible amount of time and resources to put togetherBut what does it really tell you? These are vanity metrics that tell you nothingWhy should I care There’s no analysis or insight--Lack context and actionable valueCan’t look at it and say wow we need to do X.
  • First step to recovery is to admit you have a problemSo consider this your first AA meeting –Analytics AnonymousSo how many have clients or bosses who have demanded “We need fill in arbitrarily large number of Facebook fans!”How many of you have included Liking a facebook page as a CTA in a social campaign?Say it with me: A fan is not a business metric”To track your social media, approach to social media needs to be architected strategically
  • Telling a story
  • COPD stands for chronic obstructive pulmonary disease People 35 years old and upNagging cough, phlegm, being out of breath, wheezing, chronic bronchitis and emphysema are considered to be COPD.Can’t be cured but can be treated so diagnosis is criticalEvery 4 minutes someone dies of the conditionDRIVE4COPD is a multi-year public health initiative to screen the millions of people who may be at risk for COPD. As many as 24 million Americans have COPD but approximately half don't know it and remain undiagnosed.Screener is fast, only 5 questions
  • ActivationSocial properties had been inactive since March (both owned and earned activity)150k social media users were posting about COPD-related symptoms that were not linked to COPD as the culpritAwarenessBranded DRIVE conversations were focused almost exclusively around NASCAR events—not the screenerEngagementWith no content publishing layer and no one responding to people online, there was no level of engagementBottom line: DRIVE4COPD was non-existent in the social space
  • 6,000 fans
  • Questions# of posts: 4# of visits: 0# of visits/post: 0Quality of Life# of posts: 3# of visits: 109# of visits/post: 37 Simplicity# of posts: 5# of visits: 244# of visits/post: 49
Emotional# of posts: 3# of visits: 61# of visits/post: 20 Irritant# of posts: 3# of visits: 57# of visits/post: 19 Statistics# of posts: 5# of visits: 0# of visits/post: 0 Holidays# of posts: 5# of visits: 0# of visits/post: 0 
  • Daytona International Speedway 683, 748 likes59,403 followersAustin Dillon18,814 likes82,988 followersDrive4COPD 6,235 likes3,000 followers
  • Talk is cheap: using social media to drive action

    1. 1. #SMWsocialaction Talk Is Cheap Using Social Media to Drive Action #SMWsocialaction All Rights Reserved. Copyright of R2integrated, 2012.
    2. 2. #SMWsocialactionWhat 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? All Rights Reserved. Copyright of R2integrated, 2012.
    3. 3. #SMWsocialactionMetrics are not meaningful in and of themselves All Rights Reserved. Copyright of R2integrated, 2012.
    4. 4. #SMWsocialactionAre dashboards like this helpful?Image Source: stadden.com/writing/ Image Source: digitalbursonmarsteller.com/tag/corporate/ All Rights Reserved. Copyright of R2integrated, 2012.
    5. 5. #SMWsocialactionA fan is not a business metric All Rights Reserved. Copyright of R2integrated, 2012.
    6. 6. #SMWsocialactionEngineer social in reserve Step 4: Measure every tactic based on how well it meets business objectives Step 3: Make sure that everything in market supports your business goals Step 2: Architect a social strategy engineered to meet those objectivesStep 1:Identify youressential businessobjectives All Rights Reserved. Copyright of R2integrated, 2012.
    7. 7. #SMWsocialaction All Rights Reserved. Copyright of R2integrated, 2012.
    8. 8. #SMWsocialactionWhen We Started (June through September) • 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 All Rights Reserved. Copyright of R2integrated, 2012.
    9. 9. #SMWsocialactionHow 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 All Rights Reserved. Copyright of R2integrated, 2012.
    10. 10. #SMWsocialactionBefore and After All Rights Reserved. Copyright of R2integrated, 2012.
    11. 11. #SMWsocialactionSimplicity All Rights Reserved. Copyright of R2integrated, 2012.
    12. 12. #SMWsocialactionQuality of Life All Rights Reserved. Copyright of R2integrated, 2012.
    13. 13. #SMWsocialactionEmotional: You’d help a loved one. Why not yourself? All Rights Reserved. Copyright of R2integrated, 2012.
    14. 14. #SMWsocialactionIrritants All Rights Reserved. Copyright of R2integrated, 2012.
    15. 15. #SMWsocialaction30 Reasons to Get Screened Drove 832 People to the Screener in One Month Simplicity Quality of Life Emotional Irritant 14 posts 5 posts 7 posts 4 posts 176 screener visits 105 screener visits 104 screener visits 447 screener visits 26 visits/post 35.2 visits/post 21.4 visits/post 31.93 visits/post All Rights Reserved. Copyright of R2integrated, 2012.
    16. 16. #SMWsocialactionCampaign Results • 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 All Rights Reserved. Copyright of R2integrated, 2012.
    17. 17. #SMWsocialactionCampaign Results • 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 All Rights Reserved. Copyright of R2integrated, 2012.
    18. 18. #SMWsocialactionDecember and January Posts Simplicity Quality of Life Emotional Irritants • Numbers started falling • We had tapped out our audience with this approach Statistics Questions All Rights Reserved. Copyright of R2integrated, 2012.
    19. 19. #SMWsocialactionDRIVE4COPD300 —February 23Did U know that DRIVE4COPD is the officialhealth initiative of #NASCAR? Share thescreener & save lives.http://ow.ly/hOpQ8#DRIVE4COPD300While the countdown for #DRIVE4COPD300 ison, #NASCAR is always in a race to find themissing millions with COPD. Are U one?http://ow.ly/hOpxFI dont want anyone to go through what mygrandfather did. Determine your risk for COPDtoday: bit.ly/TtLPyl #DRIVE4COPD300#NASCAR All Rights Reserved. Copyright of R2integrated, 2012.
    20. 20. #SMWsocialactionTakeaways 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 All Rights Reserved. Copyright of R2integrated, 2012.
    21. 21. › Building a Dashboard #SMWsocialaction #SMWsocialaction › Follow Your Goals. CONVERSION » 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. How do people find these » Understand who’s reading your reports so elements and site that they’re not left asking ―so what?‖ Look actions? for opportunities to drill down and roll up data. What elements funnel into these site actions? › Choose (Your Metrics) Wisely. » Simplicity is key – highlight only those What site actions metrics which will contribute to define these understanding goal achievement. Too much business goals? data clutters your ability to make insightful recommendations. › Turn On Your Right Brain. What are your » Portraying data in a easy to understand way business goals? is an art. Find creative ways to convey your message with numeric tables. All Rights Reserved. Copyright of R2integrated, 2012.
    22. 22. › Establish Tracking Necessities #SMWsocialaction 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
    23. 23. › The Social Channel #SMWsocialaction SOCIAL MEDIA PERFORMANCE FORM SUBMISSIONS 15 3.00% Monthly Average 10 13 2.40% 2.50% 1.85% Last Month 8 10 1.75% 7 2.00% 7 1.50% Percent Change 66% 3 5 1.00% 7 6 5 0.50% Achieved: 55 Goal: 200 0 0.00% November December January KEY TRENDS & INSIGHTS Facebook Twitter Social Conversion Rate › Identify performance trends that provide insight into visitor behavior within this channel. JANUARY PERFORMANCE RECOMMENDATIONS Other Speaker Platform Visits Convs. Conv. Rate 15% › Make strategic recommendations based on the 20% performance insight above. Facebook 200 7 3.50% Program Register Content Twitter 342 6 1.75% 40% 25% Totals 542 13 2.40%
    24. 24. › Social in Context #SMWsocialaction OVERALL SITE PERFORMANCE SUBMISSIONS Monthly Average 600 7,000 10.00% 6,000 6,000 5,000 5,000 5,250 9.52% 9.50% 9.00% 500 Last Month Percent Change 425 17% 4,000 3,000 8.33% 8.50% 8.50% Achieved: 1,000 Goal: 5,000 2,000 500 500 8.00% 1,000 425 0 7.50% November December January COMPLETION RATE Visits Submissions Submission Rate Monthly Average 52% 65% Last Month Percent Change 47% 39% COMPLETION BREAKDOWN Paid Medium Completions Δ Search ▲ Organic 19% Unowned Direct Traffic 125 COMPLETION TYPE Search Social Referral 65 ▼ 27% 6% Organic Search 135 ▲ Score January Total Owned 5+ 0-4 Social Paid Search 95 ▼ 48% 52% 0-4 260 460 10% Unowned Social 30 ▲ 5+ 240 540 Owned Social 50 ▲ Total 500 1,000 Referral Direct Total Completions 500 ▲ 13% 25%
    25. 25. #SMWsocialaction www.r2integrated.com Leigh George, PhD Arden Kaley Director, Strategy Analytics Strategist 410.369.3744 410.369.3748 lgeorge@r2integrated.com akaley@r2integrated.com Twitter: @leighgeorge Twitter: @mynameisarden All Rights Reserved. Copyright of R2integrated, 2012.

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