Social media = ROI?  Measuring your hospital’s    social media efforts                              1
About me           •   Director, Digital Marketing and               Communications, Inova Health System           •   Six...
What we’re covering today • How social media is different • Importance of online communities • Defining ROI • What and how ...
Quick poll...How many of you have..?                          4
Quick poll...How many of you have..?                          4
Quick poll...How many of you have..?                          4
Quick poll...How many of you have..?                          4
Quick poll...How many of you have..?                          4
Quick poll...How many of you have..?                          4
Quick poll...How many of you have..?                          4
The latest hospital stats...                 http://ebennett.org/hsnl/          (Percentage of 1188 hospitals measured, 6/...
If you’re tweeting this presentation...           Please use this hashtag:                                      6
If you’re tweeting this presentation...           Please use this hashtag:       #chrisboyerssocialmediaROI        present...
If you’re tweeting this presentation...            Please use this hashtag:       #chrisboyerssocialmediaROI        presen...
If you’re tweeting this presentation...            Please use this hashtag:        no, seriously let’s use: #fhsprms      ...
Why are wedoing this?              7
How social media is different                                8
How social media is different “...social media is a blending of technology and social interaction for the co-creation of v...
How social media is different    “...social media is a blending of technology and social    interaction for the co-creatio...
How social media is different    “...social media is a blending of technology and social    interaction for the co-creatio...
How social media is different    “...social media is a blending of technology and social    interaction for the co-creatio...
How social media is different    “...social media is a blending of technology and social    interaction for the co-creatio...
How social media is different    “...social media is a blending of technology and social    interaction for the co-creatio...
How social media is different    “...social media is a blending of technology and social    interaction for the co-creatio...
The Problem   with mostHospital Marketing                     9
Wrong position (perspective)                               10
Wrong position (perspective)                               11
Wrong position (perspective)                               12
Continuum of “I-Don’t-Care”                                       g Op inions                                S harin      ...
Continuum of “I-Don’t-Care”                                       g Op inions                                S harin      ...
Continuum of “I-Don’t-Care”   Don’t Care      Care somewhat                                      Care deeply (not engaged)...
Continuum of “I-Don’t-Care”   Don’t Care      Care somewhat                                      Care deeply (not engaged)...
Social media establishes relevanceBuilding trust throughout the “Continuum of I-Don’t-Care”Facebook             Gowalla   ...
Importance of online communities          http://bit.ly/cb_community   15
Importance of online communities   Social networks are how we connect with others               http://bit.ly/cb_community...
Importance of online communities   Social networks are how we connect with others     Communities of interest are why we c...
Importance of online communities        Social networks are how we connect with others          Communities of interest ar...
Importance of online communities        Social networks are how we connect with others          Communities of interest ar...
Importance of online communities         Social networks are how we connect with others           Communities of interest ...
Engaging an existing community                                 16
Engaging an existing community                                 16
Engaging an existing community                                 16
MyHealthybaby.org (over 6 mo. period)   •   400 “Find a Doctor” inquiries   •   240 “Baby and Me” eNewsletter subscribers ...
What can (or do) you measure?•   Friends, fans & followers•   Reach, relationship & reputation•   Strength, sentiment & pa...
What can (or do) you measure?•   Friends, fans & followers•   Reach, relationship & reputation•   Strength, sentiment & pa...
Is ROI truly “ROI”?                      19
Is ROI truly “ROI”?• Return on Results (ROR)                            19
Is ROI truly “ROI”?• Return on Results (ROR)• Return on Opportunity (ROO)                                19
Is ROI truly “ROI”?• Return on Results (ROR)• Return on Opportunity (ROO)• Return on Engagement (ROE)                     ...
Is ROI truly “ROI”?• Return on Results (ROR)• Return on Opportunity (ROO)• Return on Engagement (ROE)• Likes Accumulated f...
Is ROI truly “ROI”?• Return on Results (ROR)• Return on Opportunity (ROO)• Return on Engagement (ROE)• Likes Accumulated f...
Clarifying the definition of ROI“The term ‘ROI’ is potentially misleading unless you canshow a direct, tangible financial re...
ROI should always be tied to $$$“Social Media ROI reflects any other marketing-related ROI:the net financial revenue to the ...
If you’re notimpacting oneof these...                 ...why                bother?                   22
Using social media to drive growth goals                                   23
Using social media to drive growth goals•   Engage and drive communities of interest to act                               ...
Using social media to drive growth goals•   Engage and drive communities of interest to act•   Rely on strong (and measura...
Using social media to drive growth goals•   Engage and drive communities of interest to act•   Rely on strong (and measura...
Using social media to drive growth goals•   Engage and drive communities of interest to act•   Rely on strong (and measura...
Using social media to drive growth goals•   Engage and drive communities of interest to act•   Rely on strong (and measura...
Driving growth goals:example “ROI” chart Tool         Function                            Measurement*              • Crea...
Using Facebook to promote bariatrics•   Identify Facebook audience in No. VA interested in    weight-loss•   Create two ad...
The results:               26
The results: •   Over three month period: 296 clicks/month     •   .03 CTR (average CTR for Facebook PPC is .02)     •   $...
The results: •   Over three month period: 296 clicks/month      •   .03 CTR (average CTR for Facebook PPC is .02)      •  ...
The results: •   Over three month period: 296 clicks/month      •   .03 CTR (average CTR for Facebook PPC is .02)      •  ...
The results: •   Over three month period: 296 clicks/month      •   .03 CTR (average CTR for Facebook PPC is .02)      •  ...
The results: •   Over three month period: 296 clicks/month      •   .03 CTR (average CTR for Facebook PPC is .02)      •  ...
The results: •   Over three month period: 296 clicks/month      •   .03 CTR (average CTR for Facebook PPC is .02)      •  ...
Using social media to lower marketing& communication costs•   Aggregate and populate (“be everywhere”)•   Train spokespeop...
Using social media to lower marketing& communication costs•   Aggregate and populate (“be everywhere”)•   Train spokespeop...
Lower costs goals:example “ROI” chart   Tool       Function                            Measurement*              • Promote...
Live tweeting physician lectures • Dec 12, 2010: Back Pain lecture led by Spinal Surgeon • Live-streamed and live-tweeted ...
Live tweeting physician lectures• Jun 2, 2011 - real-time monitoring on Twitter:Cost for video streaming & live-tweeting: ...
Viral promotion of sleep lab services •   Promoted sleep lab services and targeted patients with insominia •   Received 10...
Viral promotion of sleep lab services                                        32
Viral promotion of sleep lab services  Potential ROI calculation:                                        32
Viral promotion of sleep lab services  Potential ROI calculation:• Total reach of the program: 5.5 million impressions    ...
Viral promotion of sleep lab services  Potential ROI calculation:• Total reach of the program: 5.5 million impressions •  ...
Viral promotion of sleep lab services  Potential ROI calculation:• Total reach of the program: 5.5 million impressions •  ...
Viral promotion of sleep lab services  Potential ROI calculation:• Total reach of the program: 5.5 million impressions •  ...
Viral promotion of sleep lab services  Potential ROI calculation:• Total reach of the program: 5.5 million impressions •  ...
Viral promotion of sleep lab services  Potential ROI calculation:• Total reach of the program: 5.5 million impressions •  ...
Viral promotion of sleep lab services  Potential ROI calculation:• Total reach of the program: 5.5 million impressions •  ...
Viral promotion of sleep lab services  Potential ROI calculation:• Total reach of the program: 5.5 million impressions •  ...
Viral promotion of sleep lab services   Potential ROI calculation:• Total reach of the program: 5.5 million impressions  •...
Using social media to increase patient& physician satisfaction & loyalty•   Provide relevant information to “non-consumers...
Using social media to increase patient& physician satisfaction & loyalty•   Provide relevant information to “non-consumers...
Improved patient/physician loyalty:example “ROI” chart   Tool       Function                           Measurement*       ...
Using social media to promote wellness•   7,300 registrants•   575 Facebook followers•   5,000 updated CRM records (2,300 ...
Correlated revenue through FitFor50                                      36
Correlated revenue through FitFor50•   325 participants to enroll in 8K fundraising fitness run    (ROI: $20 x 325 = $6500)...
Correlated revenue through FitFor50•   325 participants to enroll in 8K fundraising fitness run    (ROI: $20 x 325 = $6500)...
Correlated revenue through FitFor50•   325 participants to enroll in 8K fundraising fitness run    (ROI: $20 x 325 = $6500)...
Correlated revenue through FitFor50•   325 participants to enroll in 8K fundraising fitness run    (ROI: $20 x 325 = $6500)...
Correlated revenue through FitFor50•   325 participants to enroll in 8K fundraising fitness run    (ROI: $20 x 325 = $6500)...
Using CRM to measure engagement                              37
A word about Google +                        38
Chris’ “silver bullets” to get started                                     39
Chris’ “silver bullets” to get started• Build trust through social media by being relevant                                ...
Chris’ “silver bullets” to get started• Build trust through social media by being relevant• Align social media to existing...
Chris’ “silver bullets” to get started• Build trust through social media by being relevant• Align social media to existing...
Chris’ “silver bullets” to get started• Build trust through social media by being relevant• Align social media to existing...
Chris’ “silver bullets” to get started• Build trust through social media by being relevant• Align social media to existing...
Chris’ “silver bullets” to get started• Build trust through social media by being relevant• Align social media to existing...
Questions?    Chris Boyer      @chrisboyer www.christopherboyer.com      @InovaHealth www.inova.org/socialmedia           ...
Upcoming SlideShare
Loading in …5
×

Social Media = ROI (revised 7/15/11)

2,098 views

Published on

This is a revised version of my "Social Media = ROI?" presentation, created for the Florida Hospital Association PR & Marketing Annual Meeting and Education Conference and presented on 7/15/11. In this presentation I share ways hospitals can measure the financial benefits of their social media efforts by categorizing their efforts into three distinct categories. T

Published in: Technology, Business
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,098
On SlideShare
0
From Embeds
0
Number of Embeds
123
Actions
Shares
0
Downloads
0
Comments
0
Likes
6
Embeds 0
No embeds

No notes for slide
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Social Media = ROI (revised 7/15/11)

    1. 1. Social media = ROI? Measuring your hospital’s social media efforts 1
    2. 2. About me • Director, Digital Marketing and Communications, 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 2
    3. 3. What we’re covering today • How social media is different • Importance of online communities • Defining ROI • What and how to measure? • Using a CRM and the engagement funnel Worksheet: http://bit.ly/fhsprmsroi 3
    4. 4. Quick poll...How many of you have..? 4
    5. 5. Quick poll...How many of you have..? 4
    6. 6. Quick poll...How many of you have..? 4
    7. 7. Quick poll...How many of you have..? 4
    8. 8. Quick poll...How many of you have..? 4
    9. 9. Quick poll...How many of you have..? 4
    10. 10. Quick poll...How many of you have..? 4
    11. 11. The latest hospital stats... http://ebennett.org/hsnl/ (Percentage of 1188 hospitals measured, 6/8/11) 5
    12. 12. If you’re tweeting this presentation... Please use this hashtag: 6
    13. 13. If you’re tweeting this presentation... Please use this hashtag: #chrisboyerssocialmediaROI presentationatFHSPRMs annualconferencerocks 6
    14. 14. If you’re tweeting this presentation... Please use this hashtag: #chrisboyerssocialmediaROI presentationatFHSPRMs annualconferencerocks no, seriously let’s use: #fhsprms 6
    15. 15. If you’re tweeting this presentation... Please use this hashtag: no, seriously let’s use: #fhsprms 6
    16. 16. Why are wedoing this? 7
    17. 17. How social media is different 8
    18. 18. How social media is different “...social media is a blending of technology and social interaction for the co-creation of value...” - Wikipedia 8
    19. 19. 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 8
    20. 20. 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 8
    21. 21. 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 8
    22. 22. 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 8
    23. 23. 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
    24. 24. 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” 8
    25. 25. The Problem with mostHospital Marketing 9
    26. 26. Wrong position (perspective) 10
    27. 27. Wrong position (perspective) 11
    28. 28. Wrong position (perspective) 12
    29. 29. Continuum of “I-Don’t-Care” g Op inions S harin esearching R iscovering D 13
    30. 30. Continuum of “I-Don’t-Care” g Op inions S harin esearching R iscovering D 13
    31. 31. Continuum of “I-Don’t-Care” Don’t Care Care somewhat Care deeply (not engaged) (kinda engaged) g Op inions S harin esearching R iscovering D 13
    32. 32. Continuum of “I-Don’t-Care” Don’t Care Care somewhat Care deeply (not engaged) (kinda engaged) g Op inions S harin esearching R iscovering D 13
    33. 33. Social media establishes relevanceBuilding trust throughout the “Continuum of I-Don’t-Care”Facebook Gowalla Forums Twitter Flickr SMM UStream Yelp! Digg SlideShare LinkedIn Local Angie’s List Tumblr Amplify Listings Microsites g Op inions Foursquare User S harin Groups YouTube esear ching BlogsR iscovering D 14
    34. 34. Importance of online communities http://bit.ly/cb_community 15
    35. 35. Importance of online communities Social networks are how we connect with others http://bit.ly/cb_community 15
    36. 36. Importance of online communities Social networks are how we connect with others Communities of interest are why we connect http://bit.ly/cb_community 15
    37. 37. 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 http://bit.ly/cb_community 15
    38. 38. 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 http://bit.ly/cb_community 15
    39. 39. 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 http://bit.ly/cb_community 15
    40. 40. Engaging an existing community 16
    41. 41. Engaging an existing community 16
    42. 42. Engaging an existing community 16
    43. 43. MyHealthybaby.org (over 6 mo. period) • 400 “Find a Doctor” inquiries • 240 “Baby and Me” eNewsletter subscribers 17
    44. 44. What can (or do) you measure?• Friends, fans & followers• Reach, relationship & reputation• Strength, sentiment & passion• 100 ways to measure: http://bit.ly/100ways 18
    45. 45. 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)? 18
    46. 46. Is ROI truly “ROI”? 19
    47. 47. Is ROI truly “ROI”?• Return on Results (ROR) 19
    48. 48. Is ROI truly “ROI”?• Return on Results (ROR)• Return on Opportunity (ROO) 19
    49. 49. Is ROI truly “ROI”?• Return on Results (ROR)• Return on Opportunity (ROO)• Return on Engagement (ROE) 19
    50. 50. Is ROI truly “ROI”?• Return on Results (ROR)• Return on Opportunity (ROO)• Return on Engagement (ROE)• Likes Accumulated from Facebook Followers (LAFF) 19
    51. 51. 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) 19
    52. 52. Clarifying the definition of ROI“The term ‘ROI’ is potentially misleading unless you canshow a direct, tangible financial return from the effort. ROI is popping up on virtually every presentation but 8times out of 10 the ‘return’ discussed is the number ofinquiries or some measure of public opinion. Those are valuable measuresbut they aren’t ROI. ”- David Marlowe  20
    53. 53. 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 efforts costs. FI-NAN-CIALmoneydoughbottom linecoinor, as I like to call it,ROI”- Chris Bevolo (@IntervalChris) 21
    54. 54. If you’re notimpacting oneof these... ...why bother? 22
    55. 55. Using social media to drive growth goals 23
    56. 56. Using social media to drive growth goals• Engage and drive communities of interest to act 23
    57. 57. Using social media to drive growth goals• Engage and drive communities of interest to act• Rely on strong (and measurable) call-to-actions 23
    58. 58. Using social media to drive growth goals• Engage and drive communities of interest to act• Rely on strong (and measurable) call-to-actions• Lead social media efforts to conversion points 23
    59. 59. Using social media to drive growth goals• Engage and drive communities of interest to act• 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” 23
    60. 60. Using social media to drive growth goals• Engage and drive communities of interest to act• 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
    61. 61. 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
    62. 62. 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 25
    63. 63. The results: 26
    64. 64. The results: • Over three month period: 296 clicks/month • .03 CTR (average CTR for Facebook PPC is .02) • $1.62/click 26
    65. 65. The results: • Over three month period: 296 clicks/month • .03 CTR (average CTR for Facebook PPC is .02) • $1.62/click • 30 seminar registrations 26
    66. 66. 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 26
    67. 67. 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 26
    68. 68. 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 26
    69. 69. 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 26
    70. 70. 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 27
    71. 71. 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-tellingTip(s):• Publish press releases on your website, and link to them• Use social media to gather additional stories from patients• Have social media complement your marketing efforts for more reach 27
    72. 72. 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
    73. 73. Live tweeting physician lectures • Dec 12, 2010: Back Pain lecture led by Spinal Surgeon • Live-streamed and live-tweeted lecture 29
    74. 74. Live tweeting physician lectures• Jun 2, 2011 - real-time monitoring on Twitter:Cost for video streaming & live-tweeting: fixedAvg. CM for neck surgery/rehabilitation: $20,000Question: What’s the ROI? 30
    75. 75. 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 31
    76. 76. Viral promotion of sleep lab services 32
    77. 77. Viral promotion of sleep lab services Potential ROI calculation: 32
    78. 78. Viral promotion of sleep lab services Potential ROI calculation:• Total reach of the program: 5.5 million impressions 32
    79. 79. 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 32
    80. 80. 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 32
    81. 81. 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 32
    82. 82. 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 32
    83. 83. 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 32
    84. 84. 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 32
    85. 85. 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 32
    86. 86. 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 32
    87. 87. 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 33
    88. 88. 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):• Create a wellness campaigns• Promote the breadth of your hospital’s offering• Use a CRM! 33
    89. 89. 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 34
    90. 90. Using social media to promote wellness• 7,300 registrants• 575 Facebook followers• 5,000 updated CRM records (2,300 entirely new records)• 500 cross-promoted into other eNewsletter programs 35
    91. 91. Correlated revenue through FitFor50 36
    92. 92. Correlated revenue through FitFor50• 325 participants to enroll in 8K fundraising fitness run (ROI: $20 x 325 = $6500) 36
    93. 93. 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): 36
    94. 94. 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): 36
    95. 95. 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 36
    96. 96. 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 36
    97. 97. Using CRM to measure engagement 37
    98. 98. A word about Google + 38
    99. 99. Chris’ “silver bullets” to get started 39
    100. 100. Chris’ “silver bullets” to get started• Build trust through social media by being relevant 39
    101. 101. Chris’ “silver bullets” to get started• Build trust through social media by being relevant• Align social media to existing strategies 39
    102. 102. Chris’ “silver bullets” to get started• Build trust through social media by being relevant• Align social media to existing strategies• Determine what to measure (hint: think $$) 39
    103. 103. Chris’ “silver bullets” to get started• Build trust through social media by being relevant• Align social media to existing strategies• Determine what to measure (hint: think $$)• Create regular reports 39
    104. 104. Chris’ “silver bullets” to get started• Build trust through social media by being relevant• Align social media to existing strategies• Determine what to measure (hint: think $$)• Create regular reports• Promote successes; learn from failures 39
    105. 105. Chris’ “silver bullets” to get started• Build trust through social media by being relevant• Align social media to existing strategies• Determine what to measure (hint: think $$)• Create regular reports• Promote successes; learn from failures• There are no silver bullets 39
    106. 106. Questions? Chris Boyer @chrisboyer www.christopherboyer.com @InovaHealth www.inova.org/socialmedia 40

    ×