Preparing for a Pandemic: Raising Campaign Online Visibility


Published on

"Preparing for a Pandemic: Raising Campaign Online Visibility" virtual presentation at UnTech10, Friday Feb. 12, 2010, originally scheduled for live delivery at the ASAE Technology Conference (canceled due to snowfall in Washington, DC)

Published in: Business, Technology, Design
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Preparing for a Pandemic: Raising Campaign Online Visibility

  1. 1. CONTENT LEADERS: Larry Himelfarb, Asst Director, Online Services, American Nurses Assn Jessica Ek , Web Communications Editor, American Nurses Assn Don Baker , Partner, NSI Partners Preparing for a Pandemic: Raising Campaign Online Visibility Thursday, February 11, 2010 4:15–5:30 #tech10 lb7
  2. 2. Raising Online Visibility—Intro <ul><li>How do we increase online visibility, since Web sites are essentially passive when ANA launches critical online campaigns? </li></ul><ul><li>Recognize the power of Google, Yahoo!, Bing and social media/networks to bring eyeballs and drive activity </li></ul><ul><li>Recognize the reality of multiple “home pages” </li></ul><ul><li>It is not enough to build and wait for visitors </li></ul>
  3. 3. Raising Online Visibility—Intro <ul><li>Will share real case studies, how-tos and tools with you today </li></ul><ul><li>Explain search-marketing components </li></ul><ul><li>Your take-aways: </li></ul><ul><ul><li>Recognize benefits of search marketing </li></ul></ul><ul><ul><li>Understand basic search-marketing methodology </li></ul></ul><ul><ul><li>Understand value of Web analytics to recognize what visitors seek and guide site changes </li></ul></ul><ul><ul><li>How to incorporate social networks into campaigns </li></ul></ul>
  4. 4. Metrics for Success <ul><li>Campaign-Specific </li></ul><ul><ul><li>Traffic Numbers </li></ul></ul><ul><ul><li>Conversion Goals </li></ul></ul><ul><ul><li>Search Ranking </li></ul></ul><ul><li>Organization-Wide </li></ul><ul><ul><li>Membership </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Traffic to and from </li></ul></ul>
  5. 5. Traffic: Safe Staffing Saves Lives
  6. 6. Traffic: Health Care Reform
  7. 7. Traffic: Immunization Cooperative agreement with the CDC to provide nurses with information to help them and their patients make informed decisions about vaccinations.
  8. 8. Conversion Goals
  9. 9. Reaching Search–Marketing Goals <ul><li>Determine Keyword-Phrase Sets </li></ul><ul><li>Establish Baseline Site Visibility vs. Competition </li></ul><ul><li>Use Targeted Pay-Per-Click (PPC) </li></ul><ul><ul><li>Gather Real-World Search Data on Phrases </li></ul></ul><ul><ul><li>Provide Immediate Visibility Boost for Searchers </li></ul></ul><ul><li>Optimize Site Pages for Better Visibility </li></ul>
  10. 10. Reaching Search–Marketing Goals <ul><li>Pursue Inbound Links – “Traditional” </li></ul><ul><ul><li>Other site pages </li></ul></ul><ul><ul><li>Email newsletters </li></ul></ul><ul><ul><li>Quality online directories </li></ul></ul><ul><ul><li>Press releases & media articles </li></ul></ul><ul><ul><li>Partners & other complementary websites </li></ul></ul><ul><li>Pursue Inbound Links – Social Media </li></ul><ul><ul><li>Communities (Facebook, consumer/pro forums) </li></ul></ul><ul><ul><li>Community-based content sites (Squidoo, wikis) </li></ul></ul><ul><ul><li>Blogs & micro-blogs: original content & links </li></ul></ul><ul><ul><li>Social Bookmarking (Delicious, StumbleUpon) </li></ul></ul><ul><ul><li>Multimedia (video, podcasts) </li></ul></ul>
  11. 11. Reaching Search–Marketing Goals <ul><li>Track Progress </li></ul><ul><ul><li>Website analytics </li></ul></ul><ul><ul><ul><li>traffic patterns </li></ul></ul></ul><ul><ul><ul><li>referring sites & search engines </li></ul></ul></ul><ul><ul><ul><li>conversions </li></ul></ul></ul><ul><ul><ul><li>visitor paths </li></ul></ul></ul><ul><ul><ul><li>internal search results </li></ul></ul></ul><ul><ul><li>Search-engine rankings for important phrases </li></ul></ul><ul><ul><li>Social-media follows/friends/re-posts </li></ul></ul>
  12. 12. Reaching Search-Marketing Goals <ul><li> </li></ul><ul><ul><li>Top Google Rankings </li></ul></ul><ul><ul><ul><li>Safe staffing - #1 & 2 </li></ul></ul></ul><ul><ul><ul><li>Safe nurse staffing - #1 & 2 </li></ul></ul></ul><ul><ul><ul><li>Setting safe nurse staffing levels - #2 & 3 </li></ul></ul></ul><ul><ul><ul><li>Safe staffing ratios - #1 </li></ul></ul></ul><ul><ul><li>Top Yahoo! Rankings </li></ul></ul><ul><ul><ul><li>Safe staffing - #1 & 2 </li></ul></ul></ul><ul><ul><ul><li>Safe nurse staffing - #1 & 2 </li></ul></ul></ul><ul><ul><ul><li>Setting safe nurse staffing levels - #2 & 7 </li></ul></ul></ul><ul><ul><ul><li>Safe staffing ratios - #2 & 10 </li></ul></ul></ul><ul><ul><ul><li>(mid-January 2010) </li></ul></ul></ul>
  13. 13. Reaching Search-Marketing Goals <ul><li> — Handle With Care </li></ul><ul><ul><li>Top Google Rankings </li></ul></ul><ul><ul><ul><li>Handle with care - #9 </li></ul></ul></ul><ul><ul><ul><li>ANA handle with care - #1 & 2 </li></ul></ul></ul><ul><ul><ul><li>Handle with care recognition program - #1 & 2 </li></ul></ul></ul><ul><ul><ul><li>Nursing ergonomics - #10 </li></ul></ul></ul><ul><ul><li>Top Yahoo! Rankings </li></ul></ul><ul><ul><ul><li>Handle with care - #7 </li></ul></ul></ul><ul><ul><ul><li>ANA handle with care - #1 & 2 </li></ul></ul></ul><ul><ul><ul><li>Handle with care recognition program - #1 & 2 </li></ul></ul></ul><ul><ul><ul><li>Nursing ergonomics - #6 & 17 </li></ul></ul></ul><ul><ul><ul><li>(late-January 2010) </li></ul></ul></ul>
  14. 14. <ul><li> </li></ul><ul><ul><li>Top Google Rankings – goal to reach first page </li></ul></ul><ul><ul><ul><li>Safe patient handling - #10 & 14 </li></ul></ul></ul><ul><ul><ul><li>Safe patient handling legislation - #11 & 30 </li></ul></ul></ul><ul><ul><ul><li>Safe patient handling program - #13 & 28 </li></ul></ul></ul><ul><ul><li>Top Yahoo! Rankings </li></ul></ul><ul><ul><ul><li>Safe patient handling - #4 & 25 </li></ul></ul></ul><ul><ul><ul><li>Safe patient handling legislation - #1 & 9 </li></ul></ul></ul><ul><ul><ul><li>Safe patient handling program - #7 & 20 </li></ul></ul></ul><ul><ul><ul><li>(late-January 2010) </li></ul></ul></ul>Reaching Search-Marketing Goals
  15. 15. Reaching Search-Marketing Goals <ul><li> </li></ul><ul><li>Launching April 2010 </li></ul><ul><li>Targeting “immunization”- & “vaccination”- related phrases </li></ul><ul><li>Will develop inbound links from: </li></ul><ul><ul><li>Pay-per-click search-ad campaign </li></ul></ul><ul><ul><li>ANA & CDC websites </li></ul></ul><ul><ul><li>Online directories, social-media sites, blogs & forums </li></ul></ul>
  16. 16. Pay-Per-Click (PPC) Marketing <ul><li>Strategy </li></ul><ul><ul><li>Identify important keyword phrases </li></ul></ul><ul><ul><li>Target specific audiences & desired actions </li></ul></ul><ul><ul><li>Gain immediate first-page search rankings </li></ul></ul><ul><ul><li>Gain additional visitors and brand lift when combined with high organic rankings </li></ul></ul><ul><li>Application </li></ul><ul><ul><li>Google AdWords provides largest audience (~70%) </li></ul></ul><ul><ul><li>Secondary networks may yield better conversions </li></ul></ul><ul><ul><li>Use best practices to target phrases & ads </li></ul></ul><ul><ul><ul><li>improve ad positioning </li></ul></ul></ul><ul><ul><ul><li>increase clickthrough rates (CTRs) </li></ul></ul></ul><ul><ul><ul><li>lower per-click costs </li></ul></ul></ul>
  17. 17. Pay-Per-Click (PPC) Marketing <ul><li>Google AdWords campaign results </li></ul><ul><ul><li> </li></ul></ul><ul><ul><ul><li>2,400 targeted visitors from May 2008 – May 2009 </li></ul></ul></ul><ul><ul><ul><li>Average 3% CTR </li></ul></ul></ul><ul><ul><ul><li>Identified high-traffic phrases useful for optimizing pages on this site and </li></ul></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><ul><li>340 targeted visitors since September 2009 </li></ul></ul></ul><ul><ul><ul><li>Average 6% CTR </li></ul></ul></ul><ul><ul><ul><li>Providing high visibility for new site gaining organic rankings </li></ul></ul></ul>
  18. 18. Online Campaign Process <ul><li>Site Planning/Decision-making </li></ul><ul><ul><li>Determine Goal(s) </li></ul></ul><ul><ul><ul><li>Branding/boost primary site traffic </li></ul></ul></ul><ul><ul><ul><li>Increase sales, downloads or leads </li></ul></ul></ul><ul><ul><ul><li>Address target-audience niche </li></ul></ul></ul><ul><ul><li>Subdomain, Subdirectory or Stand-alone site? </li></ul></ul><ul><ul><ul><li>Subdomain: offer unique but related topics </li></ul></ul></ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul><ul><ul><ul><li>Subdirectory: organize closely related topics </li></ul></ul></ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul><ul><ul><ul><li>Stand-alone: establish unique brand for specific audience and/or purpose </li></ul></ul></ul>
  19. 19. Online Campaign Process <ul><li> </li></ul><ul><ul><ul><li>stand-alone site with different look-and-feel </li></ul></ul></ul><ul><ul><ul><li>new audience, biased toward taking action & sharing info </li></ul></ul></ul><ul><li> Handle With Care campaign </li></ul><ul><ul><ul><li>subdirectory leveraging existing site’s brand </li></ul></ul></ul><ul><ul><ul><li>educational campaign aimed at core audience </li></ul></ul></ul><ul><ul><ul><li>recognition program for hospitals using SPH equipment </li></ul></ul></ul><ul><li> </li></ul><ul><ul><ul><li>stand-alone, niche site for ANA/CDC joint venture </li></ul></ul></ul><ul><ul><ul><li>many outbound links to non-ANA-related content </li></ul></ul></ul>
  20. 20. Planning Navigation: Popularity Original Home of Nursing Ethics New Home Navigation Change
  21. 21. Planning Navigation: Organizing by Topic/Audience/Media <ul><li>Especially For You </li></ul><ul><ul><li>Student Nurses </li></ul></ul><ul><li>Immunization </li></ul><ul><ul><li>Specialty Toolkits </li></ul></ul>
  22. 22. Raising Awareness <ul><li>Social Networks </li></ul><ul><li>Pay-per-click ads </li></ul><ul><li>Website Content </li></ul><ul><li>Other Inbound Links </li></ul><ul><ul><li>Directories </li></ul></ul><ul><ul><li>Press releases </li></ul></ul><ul><li>Email Campaigns </li></ul><ul><li>Offline publications </li></ul>
  23. 23. ANA Social Networking Use different accounts for different topics (health care reform, H1N1 updates, Nursing Insider news) and have a Twitter List to bring them all together Engage community and highlight news that makes nurses proud of their profession Link to Career Center resources, repost Nursing Insider news, and encourage discussion Add multimedia elements to campaigns and put faces on the Association and its members
  24. 24. ANA Social Bookmarking <ul><li>Know the Site </li></ul><ul><li>Be a Good Citizen </li></ul><ul><li>Stay Active </li></ul>
  25. 25. ANA Blogging <ul><li>NurseSpace: Private network for members </li></ul><ul><li>Following influential bloggers </li></ul><ul><li>Monitoring Online buzz </li></ul>
  26. 26. Review Data <ul><li>Traffic </li></ul><ul><ul><li>Number of Visitors </li></ul></ul><ul><ul><li>Sources </li></ul></ul><ul><ul><ul><li>External Search </li></ul></ul></ul><ul><ul><ul><li>Referrals </li></ul></ul></ul><ul><ul><ul><li>Direct </li></ul></ul></ul><ul><li>Engagement and Conversion </li></ul><ul><ul><li>Social Media Activity </li></ul></ul><ul><ul><li>Actions Taken </li></ul></ul>Review Data
  27. 27. <ul><li>Actions Taken </li></ul><ul><ul><li>4,879 Letters to Congress </li></ul></ul><ul><ul><li>14,993 Poll Responses </li></ul></ul><ul><ul><li>60 People Emailed </li></ul></ul><ul><ul><li>76 Friends </li></ul></ul><ul><li>Traffic </li></ul><ul><ul><li>Time on Site </li></ul></ul><ul><ul><li>Source of Traffic </li></ul></ul>Insert graphs from Convio on actions taken here Review Data: Safe Staffing Saves Lives
  28. 28. Review Data: Health Care Reform <ul><li>Action Taken </li></ul><ul><ul><li>2,942 Joined the Health Care Reform Team and shared their story </li></ul></ul><ul><ul><li>251 Sent emails to 266 friends </li></ul></ul><ul><ul><li>4,233 Letters to Congress </li></ul></ul><ul><li>Social Media Activity </li></ul><ul><ul><li>637 Tweets </li></ul></ul><ul><ul><li>1,177 Facebook interactions </li></ul></ul>
  29. 29. Review Data: Immunization <ul><li>Social Media Activity </li></ul><ul><ul><li>31 Tweets </li></ul></ul><ul><ul><li>260 Facebook interactions </li></ul></ul>
  30. 30. Search: External & Internal <ul><li>On-page Factors </li></ul><ul><li>Title tag </li></ul><ul><ul><li>Brief </li></ul></ul><ul><ul><li>include primary keyword phrase(s) </li></ul></ul><ul><ul><li><title> Scope of Practice for Advanced Practice Registered Nurses (APRNs) </title> </li></ul></ul><ul><li>Meta description tag </li></ul><ul><ul><li>Brief – 1 to 2 sentences </li></ul></ul><ul><ul><li>include primary keyword phrase </li></ul></ul><ul><ul><li>encourage visitor to click your link </li></ul></ul><ul><ul><li><meta name=&quot;Description&quot; content=&quot; Scope of Practice for Advanced Practice Registered Nurses (APRNs) - get detailed information here. &quot;></meta> </li></ul></ul>
  31. 31. Search: External & Internal <ul><li>On-page Factors </li></ul><ul><li>Page URL </li></ul><ul><ul><li>brief </li></ul></ul><ul><ul><li>try to include primary keyword phrase </li></ul></ul><ul><ul><li> WhatisSafeStaffing .aspx </li></ul></ul><ul><li>Headline & content </li></ul><ul><ul><li>include primary keyword phrase(s) & variations </li></ul></ul><ul><ul><li>Try to insert in first couple of paragraphs </li></ul></ul>
  32. 32. Search: External & Internal <ul><li>Sample External-Search Improvements </li></ul><ul><ul><li>“ nursing ethics” </li></ul></ul><ul><ul><ul><li>On-page optimization, navigation change </li></ul></ul></ul><ul><ul><ul><li>Visibility improved from #16 to #4 in Google </li></ul></ul></ul><ul><ul><ul><li>monthly traffic increased 584% </li></ul></ul></ul><ul><ul><li>“ nursing shortage” </li></ul></ul><ul><ul><ul><li>On-page optimization, inbound links, PPC </li></ul></ul></ul><ul><ul><ul><li>Visibility improved from #42 to #14 in Google </li></ul></ul></ul><ul><ul><ul><li>monthly traffic increased 50% </li></ul></ul></ul><ul><ul><ul><li>(July–November 2009) </li></ul></ul></ul>
  33. 33. Search: External & Internal <ul><li>Sample External-Search Improvements </li></ul><ul><ul><li>“ nurses and health care reform” </li></ul></ul><ul><ul><ul><li>On-page optimization, inbound links, PPC </li></ul></ul></ul><ul><ul><ul><li>Visibility improved to #3 in Google </li></ul></ul></ul><ul><ul><ul><li>monthly traffic increased 240% </li></ul></ul></ul><ul><ul><li>“ safe patient handling” </li></ul></ul><ul><ul><ul><li>On-page optimization, inbound links, PPC </li></ul></ul></ul><ul><ul><ul><li>Visibility improved from #10 to #7 in Google </li></ul></ul></ul><ul><ul><ul><li>monthly traffic increased 100% </li></ul></ul></ul><ul><ul><ul><li> (July-November 2009) </li></ul></ul></ul>
  34. 34. Search: External & Internal <ul><li>Sample Internal-Search Improvements </li></ul><ul><ul><li>“ code of ethics” </li></ul></ul><ul><ul><ul><li>Exit rate down from 12% to 3% </li></ul></ul></ul><ul><ul><li>“ safe staffing” </li></ul></ul><ul><ul><ul><li>Exit rate down from 30% to 4% </li></ul></ul></ul><ul><ul><li>“ safe patient handling and movement” </li></ul></ul><ul><ul><ul><li>Exit rate down from 25% to 11% </li></ul></ul></ul><ul><ul><ul><li> (July-November 2009) </li></ul></ul></ul>
  35. 35. Impact <ul><li>Safe Staffing Saves Lives </li></ul><ul><li>Health Care Reform Safe Patient Handling </li></ul><ul><li>Handle With Care </li></ul><ul><li>Immunization </li></ul>
  36. 36. Questions?
  37. 37. How to Contact Us <ul><li>American Nurses Association </li></ul><ul><ul><li>Larry Himelfarb </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>301.628.5115 </li></ul></ul><ul><ul><li>Jessica Ek </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>301.628.5110 </li></ul></ul><ul><li>NSI Partners </li></ul><ul><ul><li>Don Baker </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>719.328.0042 </li></ul></ul>
  38. 38. Resources <ul><li>Search Engine Optimization Basics </li></ul><ul><li>SEO for Non-Profits guide </li></ul><ul><ul><li> </li></ul></ul><ul><li>Google's Search Engine Optimization Starter Guide (pdf) </li></ul><ul><ul><li> </li></ul></ul>
  39. 39. Resources <ul><li>Social Media Basics </li></ul><ul><li>Social Media Marketing in 3 Minutes (video) </li></ul><ul><ul><li> </li></ul></ul><ul><li>How To: Make Social Media Work for Non-Consumer Brands </li></ul><ul><ul><li> </li></ul></ul><ul><li>How To: Measure Social Media ROI </li></ul><ul><ul><li> </li></ul></ul>
  40. 40. Resources <ul><li>Website Analytics Basics </li></ul><ul><li>Unleashing the Power of Website Analytics </li></ul><ul><ul><li> website analytics/ </li></ul></ul><ul><li>Google Analytics: Google Business' Google Analytics Playlist (videos) </li></ul><ul><ul><li> </li></ul></ul>
  41. 41. Some Definitions (via Wikipedia) <ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>“… the process of improving the volume or quality of traffic to a web site from search engines via &quot;natural&quot; or un-paid (&quot;organic&quot; or &quot;algorithmic&quot;) search results…. Typically, the earlier (or higher) a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines. This gives a web site web presence.” </li></ul><ul><li>Search Engine Marketing (SEM) </li></ul><ul><li>“… a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion.” </li></ul>
  42. 42. Some Definitions (via Wikipedia) <ul><li>Social Media </li></ul><ul><li>“… is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). </li></ul><ul><li>Website Analytics </li></ul><ul><li>“… the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research. Web analytics provides data on the number of visitors, page views etc to gauge the popularity of the sites which will help to do the market research.” </li></ul>