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Annual Report - Fiscal Year 2014
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Annual Report - Fiscal Year 2014

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Annual Report - Fiscal Year 2014 Annual Report - Fiscal Year 2014 Presentation Transcript

  • UPMC Social Media FY2014 Annual Report
  • Social Media efforts continued to grow throughout the year with contributions from Public Relations, Clinical Marketing and Web Strategy. A key focus for social media has been and continues to be content creation, including in-house videos which are promoted throughout the various social channels. A total of 19 videos were produced and promoted in FY14. The launch of the Health Beat Blog in February 2014 was a noted accomplishment. To date, the blog has received 19,908 sessions with a returning visitor rate of 27.46% and bounce rate of 88.51%. The social media team continues to promote UPMC through various channels including Facebook, Instagram, Pinterest, LinkedIn and Google+, where two Google Hangouts were hosted. Google+ Hangouts offer a new way for UPMC experts to communicate live with followers, and bring hits and engagement to its Google+ page for the first time. The UPMC Facebook page remains Marketing and Communications’ most popular social media channel, by increasing fans from 11,390 in FY13 to 20,344 in FY14. This growth can be attributed to the increase in resources as well as a Facebook advertising budget allotted to promote key initiatives and fan acquisition. Photos, especially those accompanying patient success stories, were the most popular type of post. FY14 Social Media Summary 2
  • Summary Stats – Corporate Channels 3
  • (Unpaid postings reaching the most unique users) 5 most popular organic postings 4
  • A photo of downtown Pittsburgh during a summer thunderstorm, taken by UPMC videographer Tim Betler from inside the U.S. Steel Tower, was the highest-reaching organic post in FY2014. • Total Impressions: 103,264 • Reach/Unique Impressions: 50,480 • Engaged Users: 5,310 – Likes: 1,771 – Shares: 620 – Comments: 705 – Photo Views: 2,844 • Virality: 4.71% Spredfast source #1 Most Popular Posting (Unpaid) Channel: UPMC Facebook Timing: 4:45 p.m., July 16, 2013 5
  • A post linking to a New York Times article about UPMC and Pitt’s clinical trial on body cooling was the second highest-reaching organic post in FY2014. • Total Impressions: 60,063 • Reach/Unique Impressions: 31,408 • Engaged Users: 2,416 – Comments: 91 – Shares: 144 – Likes: 334 – Link Clicks: 594 • Virality: 1.47% Spredfast source #2 Most Popular Posting (Unpaid) Channel: UPMC Facebook Timing: 4:54 p.m., June 10, 2014 6
  • Shared more than 250 times, a photo recognizing Pregnancy and Infant Loss Remembrance Day was the third-highest-reaching organic post in FY2014. • Total Impressions: 30,355 • Reach/Unique Impressions: 15,696 • Engaged Users: 1,195 – Shares: 253 – Comments: 29 – Likes: 798 – Photo Views: 139 • Virality: 5.93% Spredfast source #3 Most Popular Posting (Unpaid) Channel: Magee Facebook Timing: 4:01 p.m. on Oct. 15, 2013 7
  • An infographic detailing some of the harmful ingredients in cigarettes was the third highest- reaching organic post in FY2014. • Total Impressions: 28,141 • Unique Impressions: 14,376 • Engaged Users: 916 – Share 365 – Comment 166 – Like 233 – Link Clicks 16 – Photo View 273 • Virality: 3.71% Spredfast source #4 Most Popular Posting (Unpaid) Channel: UPMC Facebook Timing: 8:55 a.m., Sept. 7, 2013 8
  • A powerful photo and quote recognizing Prematurity Awareness Month was the fifth highest-reaching organic post in FY2014. • Total Impressions: 28,141 • Unique Impressions: 14,376 • Engaged Users: 916 – Share 365 – Comment 166 – Like 233 – Link Clicks 16 – Photo View 273 • Virality: 5.51% Spredfast source #5 Most Popular Posting (Unpaid) Channel: UPMC Facebook Timing: 7:55 a.m., Nov. 13, 2013 9
  • (Postings that reached the most unique users in terms of Facebook Advertising dollars spent) 4 most popular paid postings 10
  • A holiday “music video” featuring social media star Dr. Carey-Andrew Jaja, was the highest-reaching paid post in FY2014. • Total Impressions: 301,774 • Reach/Unique Impressions: 236,032 • Engaged Users: 11,876 – Comments: 389 – Shares: 436 – Likes: 2,369 – Video Plays: 3,872 – Link Clicks: 6,272 • Virality: 1.11% • Amount spent: $750 Spredfast source #1 Most Popular Posting (Paid) Channel: UPMC Facebook Timing: 4:18 p.m., Dec. 13, 2013 11
  • A UPMC HealthBeat article on the benefits of a vegetarian diet was the second highest-reaching paid post in FY2014. • Total Impressions: 1,881,680 • Reach/Unique Impressions: 161,216 • Engaged Users: 336 – Comments: 9 – Shares: 5 – Likes: 19 – Link Clicks: 286 • Virality: 0.01% • Amount spent: $250 Spredfast source #2 Most Popular Posting (Paid) Channel: UPMC Facebook Timing: 12:43 p.m., March 31, 2013 12
  • A link to an infographic on UPMC’s Pinterest page detailing the produce grown at Magee’s organic gardens was the third highest-reaching paid post in FY2014. • Total Impressions: 815,514 • Reach/Unique Impressions: 122,368 • Engaged Users: 580 – Likes: 239 – Shares: 26 – Comments: 14 – Link Clicks: 172 • Virality: 0.21% • Amount spent: $250 Spredfast source #3 Most Popular Posting (Paid) Channel: Magee Facebook Timing: 11:56 a.m., May 27, 2013 13
  • A compelling transplant patient story, posted during Donate Life Month, was the fourth highest-reaching paid post in FY2014. • Total Impressions: 436,546 • Reach/Unique Impressions: 106,368 • Engaged Users: 2,710 – Shares: 51 – Comments: 40 – Likes: 655 – Link Clicks: 3 – Photo Views: 577 • Virality: 0.62% • Amount spent: $250 Spredfast source #4 Most Popular Posting (Paid) Channel: UPMC Facebook Timing: 3 p.m., April 15, 2014 14
  • In April 2014, the social media team began coordinating Google+ Hangouts, offering a new way for UPMC experts to communicate live with followers, and bringing hits and engagement to its Google+ page for the first time Google+ Hangouts 15
  • Also noteworthy: Hangouts appear to be the main source of traffic to UPMC’s Google+ Page, which shows peaks in views on Hangout days (1,970 views on the day of the Marathon Hangoutl/2,247 views for Cycling) Google+ Hangout Summary Stats 16 May 2014 Cycling Hangout: Event RSVPs: 36 users Live viewership: 35 viewers / 12:40 average duration YouTube playbacks: 84 viewers / 7:75 average duration Total comments: 13 April 2014 Marathon Hangout: Event RSVPs: 56 users Live viewership: 62 viewers / 13:42 average duration YouTube playbacks: 132 viewers / 11:57 average duration Total comments: 17