Creating and Optimizing Holistic Digital Campaigns: Sentara Healthcare's 28 Days of Heart Case Study
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Creating and Optimizing Holistic Digital Campaigns: Sentara Healthcare's 28 Days of Heart Case Study
- 1. Creating and Optimizing Holistic Digital Campaigns: Sentara Healthcare's 28 Days of Heart Case Study Jessica Carlson Ahava Leibtag Sentara Healthcare Aha Media Group @jessicascarlson @ahavaL
- 3. Introduction • Sentara 28 Days of Heart campaign • Changed the campaign for this year • What did we learn from last year? • What powerful things did we learn from this year? @ahaval @jessicascarlson #ffhs
- 4. Today • How to design an integrated digital campaign • 28 Days of Heart case study from Sentara • Get buy-in for content marketing @ahaval @jessicascarlson #ffhs
- 5. HOW TO DESIGN AN INTEGRATED DIGITAL CAMPAIGN @ahaval @jessicascarlson #ffhs
- 6. Content Marketing Stats • Content marketers’ top priorities were found to be driving leads and engaging buyers • 71% of marketers are increasing spend on content marketing in 2014 • 85% of marketers saw an increase in awareness building as a result of content marketing • 76% of marketers saw an increase in buyer engagement as a result of content marketing @ahaval @jessicascarlson #ffhs
- 7. CONTENT IS A CONVERSATION. @ahaval @jessicascarlson #ffhs
- 8. TO WHOM ARE WE TALKING? @ahaval @jessicascarlson #ffhs
- 9. WHO ARE WE? @ahaval @jessicascarlson #ffhs
- 10. CONTENT REVEALS TO THE WORLD WHO WE ARE. @ahaval @jessicascarlson #ffhs
- 11. CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahaval @jessicascarlson #ffhs
- 12. Email Addresses/Contacts Engaged Prospect & Recycled Lead Sales Lead Opport unity Custo mer • Emails/Contacts: Not yet leads, just have entered the funnel • Engaged: Show real engagement by downloading content, opening an email, commenting on a blog post • Prospect: Qualified but are not ready to buy (decision makers?) • Lead: Prospects that show enough behavioral engagement that we want to call them • Sales lead: Qualified by sales • Opportunity: Part of the active pipeline • Customer: They have bought an solution • Upsell and retain: Keep them buying Sales Funnel MarketingSales Nurturing Database @ahaval @jessicascarlson #ffhs
- 13. CONTENT STRATEGY VS. CONTENT MARKETING @ahaval @jessicascarlson #ffhs
- 16. Content strategy also: • Internally who is responsible for all the different phases of content? • Plan • Create • Publish • Distribute • Analyze or Measure • Govern @ahaval @jessicascarlson #ffhs
- 17. Modern Marketing Challenges • Ads don’t have the same power (esp. in digital) • Reduced attention • Lack of brand loyalty • Social sharing @ahaval @jessicascarlson #ffhs
- 18. Goals of content marketing 1. Attract: Create content that will draw prospects like bees to a blossoming flower 2. Acquire: Give them the content in exchange for an email address or some other form of potential ongoing contact 3. Engage or connect: Continue to engage by creating and sending relevant content about your product, service or knowledge base 4. Drive profitable action: Clearly align your content creation and distribution efforts with your business goals @ahaval @jessicascarlson #ffhs
- 19. #1: Attract @ahaval @jessicascarlson #ffhs
- 20. #1: Attract @ahaval @jessicascarlson #ffhs
- 21. #2: Acquire @ahaval @jessicascarlson #ffhs
- 22. #3: Engage or Connect @ahaval @jessicascarlson #ffhs
- 23. #3: Engage or Connect @ahaval @jessicascarlson #ffhs
- 24. #3: Engage or Connect @ahaval @jessicascarlson #ffhs
- 25. #4: Drive Profitable Action @ahaval @jessicascarlson #ffhs
- 28. Content marketing allows you to sustain the conversation. @ahaval @jessicascarlson #ffhs
- 29. Create an Integrated Approach • Decide on business goals • Create Key Performance Indicators • Decide on formats • Choose distribution methodologies • Analyze • Report @ahaval @jessicascarlson #ffhs
- 30. 28 DAYS OF HEART CASE STUDY Sentara Healthcare @ahaval @jessicascarlson #ffhs
- 31. About Sentara @ahaval @jessicascarlson #ffhs 125-year Not-for-Profit Mission 3,800+ Physicians on Staff 28,000 Members of the Team 12 Hospitals 2,727 Beds 13 13 long term care & assisted living centers 4 Medical Groups 800+ Providers 444,000+ Member Health Plan 1 Sentara College of Health Sciences
- 32. Sentara Social Media Strategy Integrate social media into the business of healthcare delivery. @ahaval @jessicascarlson #ffhs Information Inspiration Aspiration
- 33. 28 Days of Heart Campaign @ahaval @jessicascarlson #ffhs • Attract and engage with relevant content about heart health & wellness • Drive conversions via Heart Health Profiler • Multi-channel, cross-regional, digital-first campaign
- 34. Year 1: February 2013 • Facebook, Twitter and Pinterest • Content calendar; focus on content curation with custom graphics • First collaborative multi- regional campaign • Launched heart risk assessment tool @ahaval @jessicascarlson #ffhs
- 35. Year 1 Results @ahaval @jessicascarlson #ffhs Direct engagement with consumers
- 36. 2014 ENHANCEMENTS 28 Days of Heart @ahaval @jessicascarlson #ffhs
- 37. Campaign Redux • Organize and analyze campaign results data • Debrief on lessons learned • Determine what to keep, scrap and/or build upon • Re-assess campaign goals and metrics @ahaval @jessicascarlson #ffhs
- 38. We asked ourselves… @ahaval @jessicascarlson #ffhs • We had some great opportunities for engagement, but how can we reach more consumers? • How can we drive more conversions and make the heart profiler tool the central point of campaign? • How can we be the content engine and drive traffic to our own site?
- 39. Developed Targeted Personas @ahaval @jessicascarlson #ffhs I am a mom, workout when I can, have a full-time job and not worried about my health – only my family’s. Sarah We are finally retired and looking forward to seeing the grandkids, traveling and spending time together. Lucas & Selena I work hard supporting my family, love watching sports and don’t really pay attention to my health until something happens. John Busy Mom Juggling CareerRecently Diagnosed with Hypertension Empty Nesters, Recently Retired
- 40. Launched New Content Destination @ahaval @jessicascarlson #ffhs • 28daysofheart.com • New blog post every day in February • Other resources and links to Sentara.com and heart risk assessment tool
- 41. Expanded Engagement Toolset @ahaval @jessicascarlson #ffhs • Heart profiler video http://bit.ly/SentaraHeartProfiler • “Social experiment” video http://bit.ly/SentaraExperiment • Photo contest
- 42. “Show Us Your Heart” Photo Contest @ahaval @jessicascarlson #ffhs • Facebook photo contest • Encourage Facebook users to submit photo of what their heart is made of • Photos with most votes won Vitamix blender or gift card
- 43. Added Paid Social Component @ahaval @jessicascarlson #ffhs Facebook Newsfeed AdsFacebook Promoted Posts
- 44. Why Paid? @ahaval @jessicascarlson #ffhs • Days of free, organic reach on Facebook are over • Investing in good content? Invest in distribution, too. • Low investment = big impact
- 45. YEAR 2 RESULTS 28 Days of Heart @ahaval @jessicascarlson #ffhs
- 46. Conversions: Heart Profiler Results • 9,000+ site visits • 2,302 completed risk assessments • 26% completion rate • 30% had a family history of heart disease • Average “Profiler”: Female, age 45, slightly overweight, moderately stressed @ahaval @jessicascarlson #ffhs
- 47. Heart Profiler Facebook Ad Results @ahaval @jessicascarlson #ffhs Impressions 208,161 Total Clicks 8,828 CTR 3.36% Cost per Click $0.18 Cost per 1k Impressions $4.82 Total Spend $999.80 Profiler Completions 2,266 Cost per Completion $0.44
- 48. Engagement: Social Media Results @ahaval @jessicascarlson #ffhs Total Clicks 2,332 (Up from 1,160) Total Interactions 1,732 (Up from 702) Facebook Reach 124,554 Paid Reach 91,824 Reach w/o Paid 32,730 Cost for Paid Reach $726.20
- 49. Engagement: Photo Contest Results @ahaval @jessicascarlson #ffhs Total Views 13,163 Total Visitors 7,529 Entries 50 Votes 1,342 Shares 39 Reach from Shares 23,474 1st 2nd 3rd
- 51. Takeaways • Take chances with creative digital content • Social is more effective if you pay to play • Reduce, re-use, recycle @ahaval @jessicascarlson #ffhs
- 52. GET BUY-IN FOR CONTENT MARKETING @ahaval @jessicascarlson #ffhs
- 53. Buy-in • Focus on setting KPIs • Use the Rule of 4 • Prune your Pumpkins @ahaval @jessicascarlson #ffhs
- 54. For every piece of content: 1. Text 2. Audio 3. Image 4. Video @ahaval @jessicascarlson #ffhs
- 57. Content Marketing Impact • 74% of marketers saw an increase in SEO/web traffic resulting from content marketing • Over 61% of marketers saw an increase in lead quality and quantity due to content marketing @ahaval @jessicascarlson #ffhs
- 58. Thank you! @ahaval @jessicascarlson #ffhs Jessica Carlson Ahava Leibtag
Editor's Notes
- Overview of what Sentara is – need to update #s
- Give overview of Sentara social strategy which provides context to how we think about digital / social campaigns
- 28 days of heart campaign in general
- Pilot Cascade content across multi-channels across regions Heart risk assessment tool was still rolling out in all regions First “digital-first” campaign
- Facebook reach grew after campaign. Heart profiler launched mid-month and content was not originally designed around profiler, so results are limited. 30 profile completions Saw most impact w/ shares and engagement Heart profiler completions continued throughout the year – not just limited to heart month – via other marketing.
- Successful execution, great engagement opportunities.. What worked well – content planning/calendar, distribution across regions, engaging/relevant content
- Developed personas as part of cardiac strategic marketing plan. Leverage personas in content and marketing planning to ensure message is engaging to the people we are trying to reach. Reach more people – but reach the RIGHT people
- We want to be the content engine and drive people to our site. Sentara.com in midst of redesign; ideally would point people there. But need to flex digitally to provide best customer experience. Continued what worked – invested in good content, leverage content calendar to distribute content on multiple channels
- Expand content and engagement opportunities. More “viral” content, other ways to discover and experience Sentara Heart brand. How do we grab people’s attention?
- Set Facebook page to promote posts for $30/day – low maintenance method for ongoing campaign Newsfeed ads are mobile, show up in newsfeeds and are often mistaken for organic posts
- Dramatic increase in site visits during campaign.
- Newsfeed ads only Multiple images with different targeting Highly effective and efficient
- Minimal investment quadrupled reach 80 shares, 99 RTs, 1497 likes
- Boil down your campaign to the most successful elements and then build from there; re-use what worked Be creative and take chances to grab people’s attention. Typical content won’t do it.