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.

1. Social media = ROI?
Measuring your hospital’s
social media efforts
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2. About me
• Director, Digital Marketing,
Inova Health System
• Six hospital not-for-profit system serving
the Washington DC area
• Advisory Board Member,
Mayo Clinic Center for Social Media
• Consultant for more than 100 hospitals/
physician practices
• @chrisboyer
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3. For those of you on Foursquare...
Please check in to:
“Chris Boyer’s ROI presentation
@ MayoRagan Conference”
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4. What we’re covering today
• How social media is different
• Importance of online communities
• Defining ROI
• What and how to measure?
• Using a CRM
•Measuring true ROI...?!?
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5. Quick poll...
How many of you have..?
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6. The latest hospital stats...
http://ebennett.org/hsnl/
(Precentage of 909 hospitals measured, 1/23/11)
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7. Why are we
doing this?
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8. How social media is different
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9. How social media is different
“...social media is a blending of technology and social
interaction for the co-creation of value...” - Wikipedia
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10. How social media is different
“...social media is a blending of technology and social
interaction for the co-creation of value...” - Wikipedia
• Two-way participation
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11. How social media is different
“...social media is a blending of technology and social
interaction for the co-creation of value...” - Wikipedia
• Two-way participation
• User-generated content
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12. How social media is different
“...social media is a blending of technology and social
interaction for the co-creation of value...” - Wikipedia
• Two-way participation
• User-generated content
• Transparency
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13. How social media is different
“...social media is a blending of technology and social
interaction for the co-creation of value...” - Wikipedia
• Two-way participation
• User-generated content
• Transparency
• Credibility
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14. How social media is different
“...social media is a blending of technology and social
interaction for the co-creation of value...” - Wikipedia
• Two-way participation
• User-generated content
• Transparency
• Credibility
• Trust
8

15. How social media is different
“...social media is a blending of technology and social
interaction for the co-creation of value...” - Wikipedia
• Two-way participation
• User-generated content
• Transparency
• Credibility
• Trust
• Online “communities of interest”
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16. Importance of online communities
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17. Importance of online communities
Social networks are how we connect with others
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18. Importance of online communities
Social networks are how we connect with others
Communities of interest are why we connect
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19. Importance of online communities
Social networks are how we connect with others
Communities of interest are why we connect
• Identify topics around which people converse
• Participate in existing communities
• Create your own community
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20. Importance of online communities
Social networks are how we connect with others
Communities of interest are why we connect
• Identify topics around which people converse
• Participate in existing communities
• Create your own community
• Provide ways to engage with the community
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21. Importance of online communities
Social networks are how we connect with others
Communities of interest are why we connect
• Identify topics around which people converse
• Participate in existing communities
• Create your own community
• Provide ways to engage with the community
• Size doesn’t matter...engagement does
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22. The Problem
with most
Hospital Marketing
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23. Wrong positioning
Product
• A Surgery
• A doctor
• A new daVinci
• Patient tower
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24. Wrong positioning
Product Service
• A Surgery • Friendly
• A doctor • Compassionate
• A new daVinci • Good experience
• Patient tower • Quality awards
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25. Trust = engagement
ProductTRUSTService
• A Surgery • Friendly
• Compassionate
•
•
• A doctor “I Believe”
A new daVinci • Good experience
• Most Effective Quality awards
• Patient tower •
• Address my issues
• I won’t get hurt
(or die!) 12

26. Continuum of “I-Don’t-Care”
Don’t 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 “I-Don’t-Care”
Don’t 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 “I-Don’t-Care”
Don’t 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 “Continuum of I-Don’t-Care”
Don’t 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
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30. Engaging an existing community
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31. Engaging an existing community
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32. Engaging an existing community
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33. MyHealthybaby.org (over 6 mo. period)
• 400 “Find a Doctor” inquiries
• 240 “Baby and Me” eNewsletter subscribers 16

34. What can (or do) you measure?
• Friends, fans & followers
• Reach, relationship & reputation
• Strength, sentiment & passion
• 100 ways to measure:
http://bit.ly/100ways
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35. What can (or do) you measure?
• Friends, fans & followers
• Reach, relationship & reputation
• Strength, sentiment & passion
• 100 ways to measure:
http://bit.ly/100ways
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36. What can (or do) you measure?
• Friends, fans & followers
• Reach, relationship & reputation
• Strength, sentiment & passion
• 100 ways to measure:
http://bit.ly/100ways
Where’s
the beef
(ROI)?
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37. Is ROI truly “ROI”?
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38. Is ROI truly “ROI”?
• Return on Results (ROR)
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39. Is ROI truly “ROI”?
• Return on Results (ROR)
• Return on Opportunity (ROO)
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40. Is ROI truly “ROI”?
• Return on Results (ROR)
• Return on Opportunity (ROO)
• Return on Engagement (ROE)
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41. Is ROI truly “ROI”?
• Return on Results (ROR)
• Return on Opportunity (ROO)
• Return on Engagement (ROE)
• Likes Accumulated from Facebook Followers (LAFF)
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42. Is ROI truly “ROI”?
• Return on Results (ROR)
• Return on Opportunity (ROO)
• Return on Engagement (ROE)
• Likes Accumulated from Facebook Followers (LAFF)
• Time We Invest in Twitter Spam (TWITS)
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43. How do we define ROI?
“We don’t have a good global way for gathering everything...but we do
have anecdotal slices (what I call ‘biopsies’) that show significant return
in selected areas.” - Lee Aase
“For healthcare, when your social media efforts cause
someone to use or recommend your services” - @lasthome
“I tie social media ROI to traditional campaign efforts and
not isolate it. Also, perhaps you could count transactional/
behavioral ROI and not just financial. ” - Rebekkah Green
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44. Clarifying the definition of ROI
“The term ‘ROI’ is potentially misleading unless you can
show a direct, tangible financial return from the effort.
ROI is popping up on virtually every presentation but 8
times out of 10 the ‘return’ discussed is the number of
inquiries or some measure of public opinion.
Those are valuable measures
but they aren’t ROI. ”
- David Marlowe
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45. ROI should always be tied to $$$
“Social Media ROI reflects any other marketing-related ROI:
the net financial revenue to the organization from the effort,
after having accounted for the effort's costs.
FI-NAN-CIAL
money
dough
bottom line
coin
or, as I like to call it,
ROI”
- Chris Bevolo
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46. If you’re not
impacting one
of these...
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47. If you’re not
impacting one
of these...
...why
bother?
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48. Using social media to drive growth goals
• Tap into communities of interest
• Rely on strong (and measurable) call-to-actions
• Lead social media efforts to conversion points
• Build engagement through the “Continuum of I-Don’t Care”
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49. Using social media to drive growth goals
• Tap into communities of interest
• Rely on strong (and measurable) call-to-actions
• Lead social media efforts to conversion points
• Build engagement through the “Continuum of I-Don’t Care”
Tip(s):
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50. Using social media to drive growth goals
• Tap into communities of interest
• Rely on strong (and measurable) call-to-actions
• Lead social media efforts to conversion points
• Build engagement through the “Continuum of I-Don’t Care”
Tip(s):
• Promote elective, “consumer-choice” procedures/programs
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51. Using social media to drive growth goals
• Tap into communities of interest
• Rely on strong (and measurable) call-to-actions
• Lead social media efforts to conversion points
• Build engagement through the “Continuum of I-Don’t Care”
Tip(s):
• Promote elective, “consumer-choice” procedures/programs
• Use social media to promote foundation activities 23

52. Driving growth goals:
example “ROI” chart
Tool Function Measurement*
• Create multiple pages to focus • Fans/likes
on “communities of interest” • Click-throughs of links from
• Promote free ways to FB page
participate in campaigns/seminars • CTR of FB ads
• Use events and polls to gain • Analytics on website to
interaction measure links-in and behavior
• Facebook advertising • Conversion rates from
seminars
• Use claimed listings as ways to • Checkin’s
promote clinics • Analytics on website to
• Ensure message is appropriate measure links-in and behavior
for employees and patients
• Create specialized URL to
measure unique traffic
* Always track back to financial measurement 24

53. Using Facebook to promote bariatrics
• Identify Facebook audience in No. VA interested in
weight-loss
• Create two ads promoting bariatric seminars
• Direct ads to landing page
• $479 monthly spend
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54. The results:
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55. The results:
• Over three month period: 296 clicks/month
• .03 CTR (average CTR for Facebook PPC is .02)
• $1.62/click
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56. The results:
• Over three month period: 296 clicks/month
• .03 CTR (average CTR for Facebook PPC is .02)
• $1.62/click
• 30 seminar registrations
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57. The results:
• Over three month period: 296 clicks/month
• .03 CTR (average CTR for Facebook PPC is .02)
• $1.62/click
• 30 seminar registrations
• 23% seminar registration/surgery conversion rate
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58. The results:
• Over three month period: 296 clicks/month
• .03 CTR (average CTR for Facebook PPC is .02)
• $1.62/click
• 30 seminar registrations
• 23% seminar registration/surgery conversion rate
• Average $3,000 contribution margin from surgery
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59. The results:
• Over three month period: 296 clicks/month
• .03 CTR (average CTR for Facebook PPC is .02)
• $1.62/click
• 30 seminar registrations
• 23% seminar registration/surgery conversion rate
• Average $3,000 contribution margin from surgery
• $20,700 profit originated from campaign
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60. The results:
• Over three month period: 296 clicks/month
• .03 CTR (average CTR for Facebook PPC is .02)
• $1.62/click
• 30 seminar registrations
• 23% seminar registration/surgery conversion rate
• Average $3,000 contribution margin from surgery
• $20,700 profit originated from campaign
• 42x ROI
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61. Using social media to lower marketing
& communication costs
• Aggregate and populate (“be everywhere”)
• Train spokespeople on social media best-practices
• Train social media staff on media handling
• Remember communications is different than marketing
• Emphasize story-telling
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62. Using social media to lower marketing
& communication costs
• Aggregate and populate (“be everywhere”)
• Train spokespeople on social media best-practices
• Train social media staff on media handling
• Remember communications is different than marketing
• Emphasize story-telling
Tip(s):
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63. Using social media to lower marketing
& communication costs
• Aggregate and populate (“be everywhere”)
• Train spokespeople on social media best-practices
• Train social media staff on media handling
• Remember communications is different than marketing
• Emphasize story-telling
Tip(s):
• Publish press releases on your website, and link to them
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64. Using social media to lower marketing
& communication costs
• Aggregate and populate (“be everywhere”)
• Train spokespeople on social media best-practices
• Train social media staff on media handling
• Remember communications is different than marketing
• Emphasize story-telling
Tip(s):
• Publish press releases on your website, and link to them
• Use social media to gather additional stories from patients
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65. Lower costs goals:
example “ROI” chart
Tool Function Measurement*
• Promote press stories to wide- • RT’s
spread audience • # of inquiries from local
• Real-time coverage of press media
events • Earned media coverage
• Links back to press releases on • Traffic to press release site
website
• Phone calls to PR team
• Video press releases and • Video views
statements • Click-throughs from
• Stories/testimonials YouTube URL to main site
• Create online video press site, • Cross-linking/embeds
with top stories
•Every video SEO’d with CTA
* Always track back to financial measurement 28

66. Viral promotion of sleep lab services
• Promoted sleep lab services and targeted patients with insominia
• Received 10,000 viewers and 5.5 million media impressions
• 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

67. Viral promotion of sleep lab services
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68. Viral promotion of sleep lab services
Potential ROI calculation:
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69. Viral promotion of sleep lab services
Potential ROI calculation:
• Total reach of the program: 5.5 million impressions
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70. Viral promotion of sleep lab services
Potential ROI calculation:
• Total reach of the program: 5.5 million impressions
• 10% of actual audience will see the message*: 550,000 people
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71. Viral promotion of sleep lab services
Potential ROI calculation:
• Total reach of the program: 5.5 million impressions
• 10% of actual audience will see the message*: 550,000 people
• 20% of those seeing the message will find it relevant*: 110,000
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72. Viral promotion of sleep lab services
Potential ROI calculation:
• Total reach of the program: 5.5 million impressions
• 10% of actual audience will see the message*: 550,000 people
• 20% of those seeing the message will find it relevant*: 110,000
• 10% of those finding it relevant will want to learn more*: 11,000
30

73. Viral promotion of sleep lab services
Potential ROI calculation:
• Total reach of the program: 5.5 million impressions
• 10% of actual audience will see the message*: 550,000 people
• 20% of those seeing the message will find it relevant*: 110,000
• 10% of those finding it relevant will want to learn more*: 11,000
• 10% of those with interest will enlist sleep services: 1,100
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74. Viral promotion of sleep lab services
Potential ROI calculation:
• Total reach of the program: 5.5 million impressions
• 10% of actual audience will see the message*: 550,000 people
• 20% of those seeing the message will find it relevant*: 110,000
• 10% of those finding it relevant will want to learn more*: 11,000
• 10% of those with interest will enlist sleep services: 1,100
• Contribution margin for sleep services: $1000
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75. Viral promotion of sleep lab services
Potential ROI calculation:
• Total reach of the program: 5.5 million impressions
• 10% of actual audience will see the message*: 550,000 people
• 20% of those seeing the message will find it relevant*: 110,000
• 10% of those finding it relevant will want to learn more*: 11,000
• 10% of those with interest will enlist sleep services: 1,100
• Contribution margin for sleep services: $1000
• Total cost to promote program: $10,000
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76. Viral promotion of sleep lab services
Potential ROI calculation:
• Total reach of the program: 5.5 million impressions
• 10% of actual audience will see the message*: 550,000 people
• 20% of those seeing the message will find it relevant*: 110,000
• 10% of those finding it relevant will want to learn more*: 11,000
• 10% of those with interest will enlist sleep services: 1,100
• Contribution margin for sleep services: $1000
• Total cost to promote program: $10,000
ROI Calculation: [(1,100 x $1,000) - $10,000]/$10,000 = 109% ROI
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77. Viral promotion of sleep lab services
Potential ROI calculation:
• Total reach of the program: 5.5 million impressions
• 10% of actual audience will see the message*: 550,000 people
• 20% of those seeing the message will find it relevant*: 110,000
• 10% of those finding it relevant will want to learn more*: 11,000
• 10% of those with interest will enlist sleep services: 1,100
• Contribution margin for sleep services: $1000
• 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
• Provide relevant information to “non-consumers”
• Often used for crisis management & service recovery
• Monitor real-time feedback
• Educate and act transparently
• Correlation vs. causation
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79. Using social media to increase patient
& physician satisfaction & loyalty
• Provide relevant information to “non-consumers”
• Often used for crisis management & service recovery
• Monitor real-time feedback
• Educate and act transparently
• Correlation vs. causation
Tip(s):
31

80. Using social media to increase patient
& physician satisfaction & loyalty
• Provide relevant information to “non-consumers”
• Often used for crisis management & service recovery
• Monitor real-time feedback
• Educate and act transparently
• Correlation vs. causation
Tip(s):
• Consider engaging in wellness campaigns
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81. Using social media to increase patient
& physician satisfaction & loyalty
• Provide relevant information to “non-consumers”
• Often used for crisis management & service recovery
• Monitor real-time feedback
• Educate and act transparently
• Correlation vs. causation
Tip(s):
• Consider engaging in wellness campaigns
• Promote the breadth of your hospital’s offering
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82. Improved patient/physician loyalty:
example “ROI” chart
Tool Function Measurement*
• Share relevant wellness/health • Fans/follower of all
messages from other sources communities
• Create other “communities of • Likes, reposts, interactivity
interest” to encourage deeper • Click-throughs of content
engagement to your website
• Use polls, photos to provide
ways for two-way dialogue
• Promote best-in-class • Number of group members
opportunities to work • Physician interaction
• Create forums for physician • Employment inquiries to
leaders to highlight expertise HR
• Link to top stories
* Always track back to financial measurement 32

83. Using social media to promote wellness
• 7,200 registrants
• 550 Facebook followers
• 6,500 updated CRM records (2,250 entirely new records)
• 500 cross-promoted into other eNewsletter programs 33

84. Correlated revenue through FitFor50
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85. Correlated revenue through FitFor50
• 325 participants to enroll in 8K fundraising fitness run
(ROI: $20 x 325 = $6500)
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86. Correlated revenue through FitFor50
• 325 participants to enroll in 8K fundraising fitness run
(ROI: $20 x 325 = $6500)
• Utilization over 3 month period (Nov - Jan):
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87. Correlated revenue through FitFor50
• 325 participants to enroll in 8K fundraising fitness run
(ROI: $20 x 325 = $6500)
• Utilization over 3 month period (Nov - Jan):
34

88. Correlated revenue through FitFor50
• 325 participants to enroll in 8K fundraising fitness run
(ROI: $20 x 325 = $6500)
• Utilization over 3 month period (Nov - Jan):
New: $10,534 34

89. Correlated revenue through FitFor50
• 325 participants to enroll in 8K fundraising fitness run
(ROI: $20 x 325 = $6500)
• Utilization over 3 month period (Nov - Jan):
New: $10,534 Total: $101,733 34

90. Using CRM to measure
social media engagement
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91. Measuring “true” ROI in social media
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92. Measuring “true” ROI in social media
Facebook Fans
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93. Measuring “true” ROI in social media
Facebook Fans Not on Facebook
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94. Measuring “true” ROI in social media
Facebook Fans Not on Facebook
CRM
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95. Measuring “true” ROI in social media
Facebook Fans Not on Facebook
CRM
•
•
Demographics
Behaviors
= •
•
Demographics
Behaviors
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96. Measuring “true” ROI in social media
Facebook Fans Not on Facebook
CRM
•
•
Demographics
Behaviors
= •
•
Demographics
Behaviors
Δ utilization/time = True social media ROI
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97. Chris’ “silver bullets” to get started
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98. Chris’ “silver bullets” to get started
• Build trust through social media by being relevant
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99. Chris’ “silver bullets” to get started
• Build trust through social media by being relevant
• Create a plan and negotiate ROI measurements
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100. Chris’ “silver bullets” to get started
• Build trust through social media by being relevant
• Create a plan and negotiate ROI measurements
• If you don’t have a CRM, get one.
If you do, use it more!
37

101. Chris’ “silver bullets” to get started
• Build trust through social media by being relevant
• Create a plan and negotiate ROI measurements
• If you don’t have a CRM, get one.
If you do, use it more!
• Promote successes; learn from failures
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102. Chris’ “silver bullets” to get started
• Build trust through social media by being relevant
• Create a plan and negotiate ROI measurements
• If you don’t have a CRM, get one.
If you do, use it more!
• Promote successes; learn from failures
• The more data, the better
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103. Questions?
Chris Boyer
@chrisboyer
www.facebook.com/christopher.boyer
@InovaHealth
www.facebook.com/InovaHealth
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