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Social Media Strategy & Measurement in the Bedsider Program

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Social media defies measurement. I am ready to reject the question of “how do you measure it?” Because if you can see it doesn’t mean it’s successful and if you can’t it doesn’t mean it’s not working (especially if you apply other people’s measures).

You have to find your own value and find the measurement that has meaning to you and your work. Don’t stop too long at the measurement question; keep moving forward and don’t define success too narrowly. Work hardest on defining your goals.

Published in: Social Media
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Social Media Strategy & Measurement in the Bedsider Program

  1. 1. rebranding birth control
  2. 2. your challenge / • Social media can lead to direct actions and sales but most actions are unseen. How may we see them? • Believe in the customer journey—that it may take multiple touches to create an action— and that it is hard to measure. • Bottom line: To paraphrase Peter Block, don’t let ―how‖ get in the way of ―yes.‖
  3. 3. bedsider’s challenge/ • Seven in ten pregnancies among single women age 18 to 29 are unplanned. • Among those having sex and trying not to get pregnant: – 19% use no contraception at all – 24% use it inconsistently – AND of those who feel it’s very important to avoid pregnancy, 34% say it’s likely they’ll have unprotected sex in near future. – Intension doesn’t match behavior. • 20% reduction in proportion of unplanned pregnancy by 2020.
  4. 4. the bedsider vision / • Take the fear and mystery out of birth control. • Help women find the method of birth control that’s right for them. • Enable them to use it consistently and effectively. • Gradually encourage women to consider using more effective forms of birth control over time.
  5. 5. the bedsider experience /
  6. 6. meet bedsider /
  7. 7. bedsider by the numbers/ • 14.8 million women in the U.S. • 4 million+ visits since 11/2011. • We divide audience into 3 categories: – Impressions (708,681,000) – Engagement (9,800,000) – Acquisitions (172,600) • 36k Twitter & FB followers
  8. 8. bedsider by the numbers/ • 14.8 million women in the U.S. • 4 million+ visits since 11/2011. • We divide audience into 3 categories: – Impressions (708,681,000) – Engagement (9,800,000) – Acquisitions (172,600) • 36k Twitter & FB followers Funnel
  9. 9. twitter analytics dashboard/
  10. 10. twitter analytics dashboard/
  11. 11. high amount of shares & lower clicks/
  12. 12. high clicks & fewer shares/
  13. 13. time of day & week data/
  14. 14. visits in last month from social/
  15. 15. amplification/
  16. 16. the holy grail—unsolicited sharing/
  17. 17. this just in…/
  18. 18. thank you

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