Emergent Methods: Multi-lingual narrative tracking in the news - real-time ex...
Talk is cheap: using social media to drive action
1. #SMWsocialaction
Talk Is Cheap
Using Social Media to Drive Action
#SMWsocialaction
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2. #SMWsocialaction
What 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?
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4. #SMWsocialaction
Are dashboards like this helpful?
Image Source: stadden.com/writing/
Image Source: digitalbursonmarsteller.com/tag/corporate/
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5. #SMWsocialaction
A fan is not a business metric
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6. #SMWsocialaction
Engineer 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
objectives
Step 1:
Identify your
essential business
objectives
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7. #SMWsocialaction
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8. #SMWsocialaction
When 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
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9. #SMWsocialaction
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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15. #SMWsocialaction
30 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
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16. #SMWsocialaction
Campaign 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
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17. #SMWsocialaction
Campaign 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
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18. #SMWsocialaction
December and January Posts
Simplicity Quality of Life Emotional Irritants
• Numbers started falling
• We had tapped out our
audience with this
approach
Statistics Questions
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19. #SMWsocialaction
DRIVE4COPD300 —February 23
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
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20. #SMWsocialaction
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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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.
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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. › 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. › 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. #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
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Editor's Notes
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