Ragan Webinar July2010


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A case study of the Love Versus Cancer public relations and social media campaign at Fox Chase Cancer Center in 2010 (Philadelphia).

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  • Evolution of the logo
  • Ragan Webinar July2010

    1. 1. Love Versus Cancer A Social Media Initiative Lisa Bailey, Director Social Networking Communications
    2. 2. Inaugural Social Media Initiative
    3. 3. Social Media <ul><li>What is Web 2.0, social media? </li></ul><ul><ul><li>Includes applications such as Facebook, Twitter, YouTube, Flickr, blogs, etc. </li></ul></ul><ul><ul><li>Defining feature is interactive, two-way conversations </li></ul></ul><ul><ul><li>Offers a significant opportunity to reach new audiences worldwide </li></ul></ul><ul><li>How significant is the opportunity? </li></ul><ul><ul><li>More than 10 million viewers to date for “Pink Glove Dance for Breast Cancer Awareness” YouTube video </li></ul></ul><ul><ul><li>If Facebook were a country, it would be the third largest in the world with more than 400 million users </li></ul></ul><ul><ul><li>President Obama’s innovative use of social media was vital to building his winning organization </li></ul></ul>
    4. 4. Fox Chase & Social Media <ul><li>Spring 2009: increased usage of social media to engage community </li></ul><ul><li>December 2009: challenged by senior leadership to “make our mark” in social media </li></ul><ul><li>Objective: be thoughtful, rather than reactive </li></ul><ul><li>Facebook was a proven method to connect to community </li></ul><ul><ul><li>A focused social media initiative offered a strategic response to significant opportunity </li></ul></ul>
    5. 5. Campaign Objective <ul><li>The Challenge: </li></ul><ul><ul><li>To engage a broad array of people with a universally appealing theme consonant with our culture and mission: to prevail over cancer. </li></ul></ul><ul><li>The Response: </li></ul><ul><ul><li>The unifying idea is fundamental: It is love. </li></ul></ul>
    6. 6. Campaign Theme <ul><li>“ Love Versus Cancer” </li></ul><ul><ul><li>Language departs from Nixon’s “War on Cancer,” etc. </li></ul></ul><ul><ul><li>Does not promise that love will defeat cancer -- not every “fight” will be won </li></ul></ul><ul><ul><li>Presumes only that the heart can bolster the spirit and help us rise above the disease </li></ul></ul><ul><ul><li>Wherever cancer may take us, love abides and offers strength and hope to confront the disease </li></ul></ul><ul><ul><li>A caring attitude and willingness to give of oneself </li></ul></ul><ul><ul><li>Fits perfectly with Fox Chase’s culture and mission </li></ul></ul>
    7. 7. Collaborate <ul><li>Collaborative activities with sister groups </li></ul><ul><ul><li>Fundraising/Development: </li></ul></ul><ul><ul><ul><li>February donor mailing adopted “Love Versus Cancer” logo and theme </li></ul></ul></ul><ul><ul><li>Marketing: </li></ul></ul><ul><ul><ul><li>“ Love Versus Cancer” theme resonated with results from branding exercise led by marketing group </li></ul></ul></ul><ul><ul><ul><li>Branding campaign and mission: Hearts plus Minds </li></ul></ul></ul><ul><ul><li>Internal Communications: </li></ul></ul><ul><ul><ul><li>Need to boost morale </li></ul></ul></ul>
    8. 8. Tools and Tactics
    9. 9. Campaign Roll-out <ul><li>Monday, February 8, 2010 (coincide with Valentine’s Day on Sunday, February 14) </li></ul><ul><ul><li>Social media: </li></ul></ul><ul><ul><ul><li>YouTube “Wag” video was the anchor of the campaign, supported by Fox Chase outreach via Facebook, Twitter, blogs, broadcast e-mails to targeted groups, etc. </li></ul></ul></ul><ul><ul><li>Media relations: </li></ul></ul><ul><ul><ul><li>Tailored package and “Wag” video link sent to reporters and editors nationwide, with background information. </li></ul></ul></ul><ul><ul><ul><li>Timed to take advantage of media need for unusual, touching Valentine’s Day stories. </li></ul></ul></ul>
    10. 10. YouTube Video <ul><li>Out of the Blue Productions was hired to produce the “Wag” video </li></ul><ul><li>Created for YouTube </li></ul><ul><ul><li>Fox Chase has experienced, well-liked pet therapy dogs </li></ul></ul><ul><ul><li>“ Star” is Hurricane Katrina rescue dog, Mary Margaret, one of the Center’s pet therapy dogs and </li></ul></ul><ul><ul><li>Music is “L-O-V-E” by Nat King Cole </li></ul></ul><ul><ul><li>Link provided to “Love Versus Cancer” Web site at www.foxchase.org </li></ul></ul><ul><ul><li>Embed video on www.loveversuscancer.org </li></ul></ul>
    11. 11. Tools and Tactics <ul><li>LoveVersusCancer.org , a full-featured interactive website </li></ul><ul><li>Registered users received a free button </li></ul><ul><li>Promotional items also included t-shirts, car magnets and wristbands </li></ul><ul><li>“ Brand” other social media channels </li></ul>
    12. 12. www.LoveVersusCancer.org <ul><li>Join Us – campaign overview, registration to build database – the single most important element of the campaign </li></ul><ul><li>Meet Team Love – photos of pet therapy dogs from video </li></ul><ul><li>Send Some Love – send private e-cards </li></ul><ul><li>Show Your Love – post videos and thank you notes </li></ul><ul><li>Follow Us – follow us on Facebook, Twitter, YouTube, StrongTogether and CarePages </li></ul><ul><li>Support Us – opportunities to volunteer and/or donate </li></ul>
    13. 13. Internal Communications <ul><li>Boost Employee Morale </li></ul><ul><ul><li>Invite staff to participate in video </li></ul></ul><ul><ul><li>Volunteers in t-shirts to hand out buttons at launch </li></ul></ul><ul><ul><li>Special Tea for all staff – February 12 </li></ul></ul><ul><ul><li>E-News, This Week, Connect ( employee magazine) </li></ul></ul><ul><ul><li>Posted to Dr. Seiden’s blog and intranet </li></ul></ul><ul><ul><li>Vericom monitors (video and messaging) </li></ul></ul><ul><ul><li>E-blast sent to all staff </li></ul></ul><ul><ul><li>Baskets of buttons placed throughout Center </li></ul></ul><ul><ul><li>T-shirt given to all hospital patients at discharge </li></ul></ul>
    14. 14. External Outreach <ul><li>Posted to Facebook, Twitter and YouTube pages </li></ul><ul><li>E-mailed to more than 20,000 donors, friends, volunteers, neighbors, area businesses </li></ul><ul><li>Highlighted in Fox Chase on-hold messages </li></ul><ul><li>News release, button, and T-shirt sent to major reporters, regional and national </li></ul><ul><li>Public service announcements distributed to regional TV and radio stations </li></ul><ul><li>Direct mail fundraising appeal sent to donors </li></ul><ul><li>Featured blog in StrongTogether Women’s Cancer Center blog </li></ul>
    15. 15. Explain the Initiative <ul><li>Button card </li></ul>
    16. 16. Launch Week February 8 - 14, 2009
    17. 17. February 8 – Launch Day
    18. 18. February 8 – Launch Day
    19. 19. The Today Show, NYC
    20. 20. Radio Websites & PSAs <ul><li>Radio Websites: </li></ul><ul><ul><li>WHYY 90.9 FM </li></ul></ul><ul><ul><li>WMGK 102.9 FM </li></ul></ul><ul><li>Public Service Announcements (PSAs): </li></ul><ul><ul><li>WYSP 91.1FM </li></ul></ul><ul><ul><li>WOGL 98.1 FM </li></ul></ul><ul><ul><li>WMGK 102.9 FM </li></ul></ul><ul><ul><li>WRDV 89.3 FM </li></ul></ul><ul><ul><li>WGLS 89.7 FM </li></ul></ul>
    21. 21. Special Tea – February 12 <ul><li>Free t-shirt for </li></ul><ul><li>every Fox </li></ul><ul><li>Chase </li></ul><ul><li>employee and </li></ul><ul><li>volunteer </li></ul><ul><li>(Thanks to board </li></ul><ul><li>member for </li></ul><ul><li>purchasing shirts) </li></ul>
    22. 22. Support from Senior Leadership
    23. 23. Love Versus Cancer in Colorado <ul><li>25 ski rental and outfitting stores in Vail and Beaver Creek, CO, offered buttons and information </li></ul><ul><ul><li>Instructors and staff wore buttons! </li></ul></ul>
    24. 24. President’s Weekend
    25. 25. PECO Lights – February 8 - 10
    26. 26. Free Exposure <ul><li>Philadelphia Electric Company (PECO) tower is a recognizable part of Philadelphia skyline </li></ul><ul><li>No charge </li></ul><ul><li>Is there something in your city with similar impact? </li></ul>
    27. 27. Twitter
    28. 28. Facebook
    29. 29. Facebook <ul><li>Facebook users are engaged </li></ul><ul><li>Ask them to help spread the word </li></ul><ul><li>Profile picture, status updates </li></ul><ul><li>Offer “free” items </li></ul><ul><li>Timely, relevant and frequent posts </li></ul><ul><li>Very responsive </li></ul>
    30. 30. YouTube
    31. 31. YouTube <ul><li>2 nd largest search engine after Google </li></ul><ul><li>Enable “autoplay” feature </li></ul><ul><li>Designate “featured video” </li></ul><ul><li>YouTube counter stops temporarily at 300 to confirm authenticity of users </li></ul><ul><li>Post your video several days BEFORE official roll out and e-mail link to friends </li></ul><ul><li>Surpass 300 views before campaign goes “live” </li></ul><ul><li>Allow YouTube access for employees </li></ul>
    32. 32. YouTube Video Comments <ul><li>“ My wife is currently undergoing treatment at Fox Chase. This video captures the caring atmosphere at the hospital.” </li></ul><ul><li>“ Love the video and love Fox Chase. Everybody there is so nice and compassionate. Like a second home :-)” </li></ul><ul><li>Cool Video! Fox Chase Cancer Center looks like such a happy place! I am an 8-year cancer survivor. Peace and love to you all. </li></ul>
    33. 33. Lessons Learned <ul><li>Logo was misread </li></ul><ul><li>Use focus groups to review logo and offer feedback </li></ul><ul><li>Reach into social media channels to build audience, extend reach and engage new users </li></ul>? ? !
    34. 34. Maintaining Momentum
    35. 35. Monitor Your Campaign <ul><li>Google Alert – monitor where people are talking about you </li></ul><ul><li>Join their conversations </li></ul><ul><li>Dispatch From Second Base blog (Jackie Fox): “[Fox Chase has] launched a new campaign called ‘Love Versus Cancer’ which I think is nothing short of awesome. Their premise is to reject all the fight and battle metaphors we’re all so fond of using. Instead, they made a conscious decision to focus on love, the one thing we all have in common when we’re facing cancer.” </li></ul>
    36. 36. Cancer Survivors Network
    37. 37. Media Relations <ul><li>Identify new angle to pitch story </li></ul><ul><li>Attach to an existing topic or event </li></ul><ul><li>Include a patient, if possible </li></ul><ul><li>Susan G. Komen Philadelphia Race for the Cure – May 9, 2010 (Mother’s Day) </li></ul>
    38. 38. May 5, 2010 – CBS 3 TV
    39. 39. Special Events
    40. 40. <ul><li>Special Events </li></ul><ul><ul><li>Paws for the Cause </li></ul></ul><ul><ul><li>Hosted by Fox Chase Cancer Center </li></ul></ul><ul><ul><li>Charity dog walk </li></ul></ul><ul><ul><li>October 24, 2010 </li></ul></ul><ul><ul><li>Celebrity – pet therapy dog Mary Margaret </li></ul></ul>
    41. 41. Facebook <ul><li>Status Update: </li></ul><ul><li>“ Want a free Love Versus Cancer wristband? Write to us at [email_address] – please include address and size (small/large)” </li></ul><ul><li>Fox Chase page + other related pages </li></ul><ul><li>More than 350 responses to date from around the country and world </li></ul>
    42. 42. Facebook <ul><li>“ I saw your post on Crossing the Finish Line's wall. I would love to have these for my family. CFL sent us on our respite in May 2009. Those are memories that we will treasure!!! Especially since my husband passed in March 2010. Thanks!!!” -Janine (Pennsylvania) </li></ul><ul><li>“ May I please have one for myself and my daughter? She just went through a big scare, with a lump in her breast (17 yrs. old). We found out it was negative after her lumpectomy. This would be great thank you. To remind her how lucky she really is.” –Rosie (Arizona) </li></ul><ul><li>“ I saw your bracelet picture on Jillian (Michael’s) fan page. Is the offer open to everyone to get a bracelet even if you are in Canada?” –Cheryl (Edmonton, Alberta) </li></ul>
    43. 43. Facebook (continued) <ul><li>“ My family (7 of us) would like to wear your Love Versus Cancer bracelets. We are located in Oklahoma and are happy to spread your word. We have a family member who has survived cancer. Love is the Greatest and you are doing good by spreading it. Thank you.” –Anna (Oklahoma) </li></ul><ul><li>“ Hi. I saw your post on the Prostate Cancer Foundation fan page. I would like a few wristbands if I could (for me, my sisters, mom and daughter). My father is going through radiation for prostate cancer.” –Valerie (Louisiana) </li></ul><ul><li>“ A little boy I know is fighting cancer and I would not only like to show support, but give some to him and his family.” –Amanda (Massachusetts) </li></ul>
    44. 44. Respond to Requests with E-Card
    45. 45. E-Newsletter
    46. 46. Selected Results
    47. 47. July 28, 2010 – 13,370 views
    48. 48. Results: First 5 Months <ul><li>www.loveversuscancer.org </li></ul><ul><li>975 e-cards sent </li></ul><ul><li>9,600 visits </li></ul><ul><li>6,420 absolute unique visitors </li></ul><ul><li>34,000 page views </li></ul><ul><li>Visitors from 63 countries, all 50 states </li></ul><ul><li>830 e-mail subscribers </li></ul><ul><li>July 2010 </li></ul>
    49. 49. Results (continued) <ul><li>Distributed over 6,000 buttons; 5,000 t-shirts, 3,000 magnets; 6,000 wristbands </li></ul><ul><li>In 5 months (since campaign launch), Fox Chase has experienced a: </li></ul><ul><ul><li>69% increase of Facebook fans </li></ul></ul><ul><ul><li>120% increase in Twitter followers </li></ul></ul><ul><ul><li>866% increase in YouTube channel views </li></ul></ul>
    50. 50. Connecting Patients
    51. 51. Trade Journals <ul><li>Ragan Communications, February 12, 2010 </li></ul><ul><li>Philadelphia Business Journal, April 2, 2010 </li></ul><ul><li>Successful Promotions, May/June 2010 </li></ul><ul><li>PR Week, June 25, 2010 </li></ul>
    52. 52. Trade: Successful Promotions
    53. 53. Trade: PR Week
    54. 54. Budget: $30,000 <ul><li>Hired web contractor to build out site </li></ul><ul><ul><li>Consider flexibility, interactivity and speed </li></ul></ul><ul><li>Contracted with video production outfit </li></ul><ul><ul><li>Consider an existing vendor, good relationship, give them credit, fun, energetic and creative </li></ul></ul><ul><li>Promotional items (buttons, shirts, wristbands, car magnets) </li></ul>
    55. 55. February Appeal
    56. 56. Appeal Results (first 4 months) <ul><li>Love Versus Cancer appeal in February garnered: </li></ul><ul><li>950 gifts totaling just over $30,000 </li></ul><ul><li>The Love Versus Cancer microsite “donate” button resulted in 13 gifts totaling $720 </li></ul>
    57. 57. Love Versus Cancer Resonates <ul><li>“ This really means a lot to me. My father is going through the end stage of cancer. We started hospice care and as a family, we rely heavily on love and prayers.” </li></ul><ul><li>“ My co-worker was diagnosed with stage 3 lung cancer. I want to show her that her co-workers love her by wearing bracelets.” </li></ul><ul><li>“ My aunt was treated at Fox Chase and the care you gave her was amazing. I would love to get wristbands for our whole family to show support.” </li></ul><ul><li>“ I would love a wristband. Fox Chase is the best! If we had not taken my mother there in December, she wouldn’t be with us today!” </li></ul>
    58. 58. Next Steps <ul><li>Engage users in production of next video </li></ul><ul><li>Investigate further media opportunities </li></ul><ul><li>Send e-cards to patients/Facebook users </li></ul><ul><li>Paper doll summer project </li></ul><ul><li>Foster relationship with registered users </li></ul><ul><li>Wedding/party favors </li></ul><ul><li>Art card project </li></ul>
    59. 59. Recognition <ul><li>Communicator Awards </li></ul><ul><ul><ul><li>Award of Distinction, Video </li></ul></ul></ul><ul><li>APEX 2010 </li></ul><ul><ul><ul><li>Social Media </li></ul></ul></ul><ul><ul><ul><li>YouTube videos </li></ul></ul></ul>
    60. 60. Follow Us <ul><li>Visit www.loveversuscancer.org to register! </li></ul><ul><li>www.facebook.com/foxchasecancercenter </li></ul><ul><li>www.twitter.com/foxchasecancer </li></ul><ul><li>www.youtube.com/foxchasecancercenter </li></ul>
    61. 61. Stay in Touch <ul><li>Lisa Bailey, Director of Social Networking Communications </li></ul><ul><li>Write: lisa.bailey@fccc.edu </li></ul><ul><li>Call: 215-214-3954 </li></ul><ul><li>Friend me: www.facebook.com/lisa.b.bailey </li></ul>