This is the social media ROI presentation I gave at the Mayo Clinic's Center for Social Media and Ragan Communications HealthCare Marketing and PR Social Media Summit. This was in Jacksonville, FL at the Mayo Clinic on March 15.
ā¤ļøAmritsar Escorts Serviceāļø9815674956āļø Call Girl service in Amritsarāļø Amri...
Ā
Social Media = ROI? Measuring your hospital's social media efforts
1. Social media = ROI?
Measuring your hospitalās
social media efforts
1
2. About me
ā¢ Director, Digital Marketing,
Inova Health System
ā¢ Six hospital not-for-proļ¬t system serving
the Washington DC area
ā¢ Advisory Board Member,
Mayo Clinic Center for Social Media
ā¢ Consultant for more than 100 hospitals/
physician practices
ā¢ @chrisboyer
2
3. For those of you on Foursquare...
Please check in to:
āChris Boyerās ROI presentation
@ MayoRagan Conferenceā
3
4. What weāre covering today
ā¢ How social media is different
ā¢ Importance of online communities
ā¢ Deļ¬ning ROI
ā¢ What and how to measure?
ā¢ Using a CRM
ā¢Measuring true ROI...?!?
4
9. How social media is different
ā...social media is a blending of technology and social
interaction for the co-creation of value...ā - Wikipedia
8
10. How social media is different
ā...social media is a blending of technology and social
interaction for the co-creation of value...ā - Wikipedia
ā¢ Two-way participation
8
11. How social media is different
ā...social media is a blending of technology and social
interaction for the co-creation of value...ā - Wikipedia
ā¢ Two-way participation
ā¢ User-generated content
8
12. How social media is different
ā...social media is a blending of technology and social
interaction for the co-creation of value...ā - Wikipedia
ā¢ Two-way participation
ā¢ User-generated content
ā¢ Transparency
8
13. How social media is different
ā...social media is a blending of technology and social
interaction for the co-creation of value...ā - Wikipedia
ā¢ Two-way participation
ā¢ User-generated content
ā¢ Transparency
ā¢ Credibility
8
14. How social media is different
ā...social media is a blending of technology and social
interaction for the co-creation of value...ā - Wikipedia
ā¢ Two-way participation
ā¢ User-generated content
ā¢ Transparency
ā¢ Credibility
ā¢ Trust
8
15. How social media is different
ā...social media is a blending of technology and social
interaction for the co-creation of value...ā - Wikipedia
ā¢ Two-way participation
ā¢ User-generated content
ā¢ Transparency
ā¢ Credibility
ā¢ Trust
ā¢ Online ācommunities of interestā
8
17. Importance of online communities
Social networks are how we connect with others
9
18. Importance of online communities
Social networks are how we connect with others
Communities of interest are why we connect
9
19. Importance of online communities
Social networks are how we connect with others
Communities of interest are why we connect
ā¢ Identify topics around which people converse
ā¢ Participate in existing communities
ā¢ Create your own community
9
20. Importance of online communities
Social networks are how we connect with others
Communities of interest are why we connect
ā¢ Identify topics around which people converse
ā¢ Participate in existing communities
ā¢ Create your own community
ā¢ Provide ways to engage with the community
9
21. Importance of online communities
Social networks are how we connect with others
Communities of interest are why we connect
ā¢ Identify topics around which people converse
ā¢ Participate in existing communities
ā¢ Create your own community
ā¢ Provide ways to engage with the community
ā¢ Size doesnāt matter...engagement does
9
23. Wrong positioning
Product
ā¢ A Surgery
ā¢ A doctor
ā¢ A new daVinci
ā¢ Patient tower
11
24. Wrong positioning
Product Service
ā¢ A Surgery ā¢ Friendly
ā¢ A doctor ā¢ Compassionate
ā¢ A new daVinci ā¢ Good experience
ā¢ Patient tower ā¢ Quality awards
11
25. Trust = engagement
ProductTRUSTService
ā¢ A Surgery ā¢ Friendly
ā¢ Compassionate
ā¢
ā¢
ā¢ A doctor āI Believeā
A new daVinci ā¢ Good experience
ā¢ Most Effective Quality awards
ā¢ Patient tower ā¢
ā¢ Address my issues
ā¢ I wonāt get hurt
(or die!) 12
26. Continuum of āI-Donāt-Careā
Donāt Care Care somewhat Care deeply
(not engaged) (kinda engaged) (have an opinion)
n s
ing Opinio
Shar
g
Rese archin
g
Disc overin
13
27. Continuum of āI-Donāt-Careā
Donāt Care Care somewhat Care deeply
(not engaged) (kinda engaged) (have an opinion)
n s
ing Opinio
Shar
g
Rese archin
g
Disc overin
13
28. Continuum of āI-Donāt-Careā
Donāt Care Care somewhat Care deeply
(not engaged) (kinda engaged) (have an opinion)
n s
ing Opinio
Shar
g
Rese archin
g
Disc overin
13
29. Social media establishes relevance
Engagement through the āContinuum of I-Donāt-Careā
Donāt Care Care somewhat Care deeply
(not engaged) (kinda engaged) (have an opinion)
Facebook
Gowalla
Forums
Twitter Flickr
SMM UStream
Digg LinkedIn Yelp!
SlideShare Local Carepages
Tumblr
Amplify Microsites Listings pinion
s
Foursquare S haring
O
Support Blogs
g
archin
YouTube Groups Rese
g
Disc overin
14
38. Is ROI truly āROIā?
ā¢ Return on Results (ROR)
18
39. Is ROI truly āROIā?
ā¢ Return on Results (ROR)
ā¢ Return on Opportunity (ROO)
18
40. Is ROI truly āROIā?
ā¢ Return on Results (ROR)
ā¢ Return on Opportunity (ROO)
ā¢ Return on Engagement (ROE)
18
41. Is ROI truly āROIā?
ā¢ Return on Results (ROR)
ā¢ Return on Opportunity (ROO)
ā¢ Return on Engagement (ROE)
ā¢ Likes Accumulated from Facebook Followers (LAFF)
18
42. Is ROI truly āROIā?
ā¢ Return on Results (ROR)
ā¢ Return on Opportunity (ROO)
ā¢ Return on Engagement (ROE)
ā¢ Likes Accumulated from Facebook Followers (LAFF)
ā¢ Time We Invest in Twitter Spam (TWITS)
18
43. How do we deļ¬ne ROI?
āWe donāt have a good global way for gathering everything...but we do
have anecdotal slices (what I call ābiopsiesā) that show signiļ¬cant return
in selected areas.ā - Lee Aase
āFor healthcare, when your social media efforts cause
someone to use or recommend your servicesā - @lasthome
āI tie social media ROI to traditional campaign efforts and
not isolate it. Also, perhaps you could count transactional/
behavioral ROI and not just ļ¬nancial. ā - Rebekkah Green
19
44. Clarifying the deļ¬nition of ROI
āThe term āROIā is potentially misleading unless you can
show a direct, tangible ļ¬nancial return from the effort.Ā
ROI is popping up on virtually every presentation but 8
times out of 10 the āreturnā discussed is the number of
inquiries or some measure of public opinion.Ā
Those are valuable measures
but they arenāt ROI. ā
- David Marlowe
Ā
20
45. ROI should always be tied to $$$
āSocial Media ROI reļ¬ects any other marketing-related ROI:
the net ļ¬nancialĀ revenue to the organization from the effort,
after having accounted for the effort's costs.Ā
FI-NAN-CIAL
money
dough
bottom line
coin
or, as I like to call it,
ROIā
- Chris Bevolo
21
48. Using social media to drive growth goals
ā¢ Tap into communities of interest
ā¢ Rely on strong (and measurable) call-to-actions
ā¢ Lead social media efforts to conversion points
ā¢ Build engagement through the āContinuum of I-Donāt Careā
23
49. Using social media to drive growth goals
ā¢ Tap into communities of interest
ā¢ Rely on strong (and measurable) call-to-actions
ā¢ Lead social media efforts to conversion points
ā¢ Build engagement through the āContinuum of I-Donāt Careā
Tip(s):
23
50. Using social media to drive growth goals
ā¢ Tap into communities of interest
ā¢ Rely on strong (and measurable) call-to-actions
ā¢ Lead social media efforts to conversion points
ā¢ Build engagement through the āContinuum of I-Donāt Careā
Tip(s):
ā¢ Promote elective, āconsumer-choiceā procedures/programs
23
51. Using social media to drive growth goals
ā¢ Tap into communities of interest
ā¢ Rely on strong (and measurable) call-to-actions
ā¢ Lead social media efforts to conversion points
ā¢ Build engagement through the āContinuum of I-Donāt Careā
Tip(s):
ā¢ Promote elective, āconsumer-choiceā procedures/programs
ā¢ Use social media to promote foundation activities 23
52. Driving growth goals:
example āROIā chart
Tool Function Measurement*
ā¢ Create multiple pages to focus ā¢ Fans/likes
on ācommunities of interestā ā¢ Click-throughs of links from
ā¢ Promote free ways to FB page
participate in campaigns/seminars ā¢ CTR of FB ads
ā¢ Use events and polls to gain ā¢ Analytics on website to
interaction measure links-in and behavior
ā¢ Facebook advertising ā¢ Conversion rates from
seminars
ā¢ Use claimed listings as ways to ā¢ Checkinās
promote clinics ā¢ Analytics on website to
ā¢ Ensure message is appropriate measure links-in and behavior
for employees and patients
ā¢ Create specialized URL to
measure unique trafļ¬c
* Always track back to ļ¬nancial measurement 24
53. Using Facebook to promote bariatrics
ā¢ Identify Facebook audience in No. VA interested in
weight-loss
ā¢ Create two ads promoting bariatric seminars
ā¢ Direct ads to landing page
ā¢ $479 monthly spend
25
55. The results:
ā¢ Over three month period: 296 clicks/month
ā¢ .03 CTR (average CTR for Facebook PPC is .02)
ā¢ $1.62/click
26
56. The results:
ā¢ Over three month period: 296 clicks/month
ā¢ .03 CTR (average CTR for Facebook PPC is .02)
ā¢ $1.62/click
ā¢ 30 seminar registrations
26
57. The results:
ā¢ Over three month period: 296 clicks/month
ā¢ .03 CTR (average CTR for Facebook PPC is .02)
ā¢ $1.62/click
ā¢ 30 seminar registrations
ā¢ 23% seminar registration/surgery conversion rate
26
58. The results:
ā¢ Over three month period: 296 clicks/month
ā¢ .03 CTR (average CTR for Facebook PPC is .02)
ā¢ $1.62/click
ā¢ 30 seminar registrations
ā¢ 23% seminar registration/surgery conversion rate
ā¢ Average $3,000 contribution margin from surgery
26
59. The results:
ā¢ Over three month period: 296 clicks/month
ā¢ .03 CTR (average CTR for Facebook PPC is .02)
ā¢ $1.62/click
ā¢ 30 seminar registrations
ā¢ 23% seminar registration/surgery conversion rate
ā¢ Average $3,000 contribution margin from surgery
ā¢ $20,700 proļ¬t originated from campaign
26
60. The results:
ā¢ Over three month period: 296 clicks/month
ā¢ .03 CTR (average CTR for Facebook PPC is .02)
ā¢ $1.62/click
ā¢ 30 seminar registrations
ā¢ 23% seminar registration/surgery conversion rate
ā¢ Average $3,000 contribution margin from surgery
ā¢ $20,700 proļ¬t originated from campaign
ā¢ 42x ROI
26
61. Using social media to lower marketing
& communication costs
ā¢ Aggregate and populate (ābe everywhereā)
ā¢ Train spokespeople on social media best-practices
ā¢ Train social media staff on media handling
ā¢ Remember communications is different than marketing
ā¢ Emphasize story-telling
27
62. Using social media to lower marketing
& communication costs
ā¢ Aggregate and populate (ābe everywhereā)
ā¢ Train spokespeople on social media best-practices
ā¢ Train social media staff on media handling
ā¢ Remember communications is different than marketing
ā¢ Emphasize story-telling
Tip(s):
27
63. Using social media to lower marketing
& communication costs
ā¢ Aggregate and populate (ābe everywhereā)
ā¢ Train spokespeople on social media best-practices
ā¢ Train social media staff on media handling
ā¢ Remember communications is different than marketing
ā¢ Emphasize story-telling
Tip(s):
ā¢ Publish press releases on your website, and link to them
27
64. Using social media to lower marketing
& communication costs
ā¢ Aggregate and populate (ābe everywhereā)
ā¢ Train spokespeople on social media best-practices
ā¢ Train social media staff on media handling
ā¢ Remember communications is different than marketing
ā¢ Emphasize story-telling
Tip(s):
ā¢ Publish press releases on your website, and link to them
ā¢ Use social media to gather additional stories from patients
27
65. Lower costs goals:
example āROIā chart
Tool Function Measurement*
ā¢ Promote press stories to wide- ā¢ RTās
spread audience ā¢ # of inquiries from local
ā¢ Real-time coverage of press media
events ā¢ Earned media coverage
ā¢ Links back to press releases on ā¢ Trafļ¬c to press release site
website
ā¢ Phone calls to PR team
ā¢ Video press releases and ā¢ Video views
statements ā¢ Click-throughs from
ā¢ Stories/testimonials YouTube URL to main site
ā¢ Create online video press site, ā¢ Cross-linking/embeds
with top stories
ā¢Every video SEOād with CTA
* Always track back to ļ¬nancial measurement 28
66. Viral promotion of sleep lab services
ā¢ Promoted sleep lab services and targeted patients with insominia
ā¢ Received 10,000 viewers and 5.5 million media impressions
ā¢ ROI calculation (using AVE):
(# of media impressions x potential viewers x probability of views x ad equivalency price) - cost of
effort]_____________________________________________________________________
cost of effort 29
69. Viral promotion of sleep lab services
Potential ROI calculation:
ā¢ Total reach of the program: 5.5 million impressions
30
70. Viral promotion of sleep lab services
Potential ROI calculation:
ā¢ Total reach of the program: 5.5 million impressions
ā¢ 10% of actual audience will see the message*: 550,000 people
30
71. Viral promotion of sleep lab services
Potential ROI calculation:
ā¢ Total reach of the program: 5.5 million impressions
ā¢ 10% of actual audience will see the message*: 550,000 people
ā¢ 20% of those seeing the message will ļ¬nd it relevant*: 110,000
30
72. Viral promotion of sleep lab services
Potential ROI calculation:
ā¢ Total reach of the program: 5.5 million impressions
ā¢ 10% of actual audience will see the message*: 550,000 people
ā¢ 20% of those seeing the message will ļ¬nd it relevant*: 110,000
ā¢ 10% of those ļ¬nding it relevant will want to learn more*: 11,000
30
73. Viral promotion of sleep lab services
Potential ROI calculation:
ā¢ Total reach of the program: 5.5 million impressions
ā¢ 10% of actual audience will see the message*: 550,000 people
ā¢ 20% of those seeing the message will ļ¬nd it relevant*: 110,000
ā¢ 10% of those ļ¬nding it relevant will want to learn more*: 11,000
ā¢ 10% of those with interest will enlist sleep services: 1,100
30
74. Viral promotion of sleep lab services
Potential ROI calculation:
ā¢ Total reach of the program: 5.5 million impressions
ā¢ 10% of actual audience will see the message*: 550,000 people
ā¢ 20% of those seeing the message will ļ¬nd it relevant*: 110,000
ā¢ 10% of those ļ¬nding it relevant will want to learn more*: 11,000
ā¢ 10% of those with interest will enlist sleep services: 1,100
ā¢ Contribution margin for sleep services: $1000
30
75. Viral promotion of sleep lab services
Potential ROI calculation:
ā¢ Total reach of the program: 5.5 million impressions
ā¢ 10% of actual audience will see the message*: 550,000 people
ā¢ 20% of those seeing the message will ļ¬nd it relevant*: 110,000
ā¢ 10% of those ļ¬nding it relevant will want to learn more*: 11,000
ā¢ 10% of those with interest will enlist sleep services: 1,100
ā¢ Contribution margin for sleep services: $1000
ā¢ Total cost to promote program: $10,000
30
76. Viral promotion of sleep lab services
Potential ROI calculation:
ā¢ Total reach of the program: 5.5 million impressions
ā¢ 10% of actual audience will see the message*: 550,000 people
ā¢ 20% of those seeing the message will ļ¬nd it relevant*: 110,000
ā¢ 10% of those ļ¬nding it relevant will want to learn more*: 11,000
ā¢ 10% of those with interest will enlist sleep services: 1,100
ā¢ Contribution margin for sleep services: $1000
ā¢ Total cost to promote program: $10,000
ROI Calculation: [(1,100 x $1,000) - $10,000]/$10,000 = 109% ROI
30
77. Viral promotion of sleep lab services
Potential ROI calculation:
ā¢ Total reach of the program: 5.5 million impressions
ā¢ 10% of actual audience will see the message*: 550,000 people
ā¢ 20% of those seeing the message will ļ¬nd it relevant*: 110,000
ā¢ 10% of those ļ¬nding it relevant will want to learn more*: 11,000
ā¢ 10% of those with interest will enlist sleep services: 1,100
ā¢ Contribution margin for sleep services: $1000
ā¢ Total cost to promote program: $10,000
ROI Calculation: [(1,100 x $1,000) - $10,000]/$10,000 = 109% ROI
*These are assumptions that should be negotiated 30
78. Using social media to increase patient
& physician satisfaction & loyalty
ā¢ Provide relevant information to ānon-consumersā
ā¢ Often used for crisis management & service recovery
ā¢ Monitor real-time feedback
ā¢ Educate and act transparently
ā¢ Correlation vs. causation
31
79. Using social media to increase patient
& physician satisfaction & loyalty
ā¢ Provide relevant information to ānon-consumersā
ā¢ Often used for crisis management & service recovery
ā¢ Monitor real-time feedback
ā¢ Educate and act transparently
ā¢ Correlation vs. causation
Tip(s):
31
80. Using social media to increase patient
& physician satisfaction & loyalty
ā¢ Provide relevant information to ānon-consumersā
ā¢ Often used for crisis management & service recovery
ā¢ Monitor real-time feedback
ā¢ Educate and act transparently
ā¢ Correlation vs. causation
Tip(s):
ā¢ Consider engaging in wellness campaigns
31
81. Using social media to increase patient
& physician satisfaction & loyalty
ā¢ Provide relevant information to ānon-consumersā
ā¢ Often used for crisis management & service recovery
ā¢ Monitor real-time feedback
ā¢ Educate and act transparently
ā¢ Correlation vs. causation
Tip(s):
ā¢ Consider engaging in wellness campaigns
ā¢ Promote the breadth of your hospitalās offering
31
82. Improved patient/physician loyalty:
example āROIā chart
Tool Function Measurement*
ā¢ Share relevant wellness/health ā¢ Fans/follower of all
messages from other sources communities
ā¢ Create other ācommunities of ā¢ Likes, reposts, interactivity
interestā to encourage deeper ā¢ Click-throughs of content
engagement to your website
ā¢ Use polls, photos to provide
ways for two-way dialogue
ā¢ Promote best-in-class ā¢ Number of group members
opportunities to work ā¢ Physician interaction
ā¢ Create forums for physician ā¢ Employment inquiries to
leaders to highlight expertise HR
ā¢ Link to top stories
* Always track back to ļ¬nancial measurement 32
83. Using social media to promote wellness
ā¢ 7,200 registrants
ā¢ 550 Facebook followers
ā¢ 6,500 updated CRM records (2,250 entirely new records)
ā¢ 500 cross-promoted into other eNewsletter programs 33
85. Correlated revenue through FitFor50
ā¢ 325 participants to enroll in 8K fundraising ļ¬tness run
(ROI: $20 x 325 = $6500)
34
86. Correlated revenue through FitFor50
ā¢ 325 participants to enroll in 8K fundraising ļ¬tness run
(ROI: $20 x 325 = $6500)
ā¢ Utilization over 3 month period (Nov - Jan):
34
87. Correlated revenue through FitFor50
ā¢ 325 participants to enroll in 8K fundraising ļ¬tness run
(ROI: $20 x 325 = $6500)
ā¢ Utilization over 3 month period (Nov - Jan):
34
88. Correlated revenue through FitFor50
ā¢ 325 participants to enroll in 8K fundraising ļ¬tness run
(ROI: $20 x 325 = $6500)
ā¢ Utilization over 3 month period (Nov - Jan):
New: $10,534 34
89. Correlated revenue through FitFor50
ā¢ 325 participants to enroll in 8K fundraising ļ¬tness run
(ROI: $20 x 325 = $6500)
ā¢ Utilization over 3 month period (Nov - Jan):
New: $10,534 Total: $101,733 34
99. Chrisā āsilver bulletsā to get started
ā¢ Build trust through social media by being relevant
ā¢ Create a plan and negotiate ROI measurements
37
100. Chrisā āsilver bulletsā to get started
ā¢ Build trust through social media by being relevant
ā¢ Create a plan and negotiate ROI measurements
ā¢ If you donāt have a CRM, get one.
If you do, use it more!
37
101. Chrisā āsilver bulletsā to get started
ā¢ Build trust through social media by being relevant
ā¢ Create a plan and negotiate ROI measurements
ā¢ If you donāt have a CRM, get one.
If you do, use it more!
ā¢ Promote successes; learn from failures
37
102. Chrisā āsilver bulletsā to get started
ā¢ Build trust through social media by being relevant
ā¢ Create a plan and negotiate ROI measurements
ā¢ If you donāt have a CRM, get one.
If you do, use it more!
ā¢ Promote successes; learn from failures
ā¢ The more data, the better
37
103. Questions?
Chris Boyer
@chrisboyer
www.facebook.com/christopher.boyer
@InovaHealth
www.facebook.com/InovaHealth
38