ARCS Presentation - Trial Candidate Acquisition with Social Media
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Presentation by Luke Faccini for Melbourne ARCS scientific congress on 26th November 2015. Talk was about using Social Media for Trial Candidate Acquisition. The discussion factored the social media advertising channels with highest return on investment, along with considerations for campaign management.
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ARCS Presentation - Trial Candidate Acquisition with Social Media
- 1. Pay To Play
- 2. <Logo> Connecting Candidates to Clinical Trials
- 5. Organic | Search | Push
- 8. Mobile News Feed Desktop News Feed
- 9. Think Mobile First Campaign: 40 years plus
- 10. Targeting
- 16. Display Network
- 17. Targeting
- 18. More!
- 20. Still The Boss!
- 21. Retargeting
- 24. end
Editor's Notes
- I come from the commercial perspective. For a project to me that equates to Speed and Impact And with social that is: Pay to Play That’s what I will be covering today
- At CTC we leverage Social Media Marketing (amongst other media) to connect Candidates to Trials.
- I am a strategy director. I am a marketer. I use the skills I’ve developed over the past 17 years to effectively engage with a market using the most effective channels of today. One of the key things with Social media is that it is somewhat fluid compared to print – which is done once it is committed to, where social can be tweaked many times mid campaign.
- Being commercial partners we are paid to generate a return on investment - Fast! And of course ensure peace of mind - via timely, governed management of campaigns. With ROI in mind I am going to talk about today: Social Media Advertising The two key channels and what makes them key The other elements to consider:
- Lets start by covering (or recapping) the differences between these three categories of digital marketing. Organic – Social Pages/Profiles like Facebook, Twitter, Instagram, Pinterest etc where followers can connect and see updates Search – Input triggered response, think about Google Adwords Search and results, or Hashtag/Keyword search in other social channels. Push – Context driven advertising which is pushed into Facebook or other channels with Display Content capabilities like blogs and apps.
- Facebook used to be organic and easy. Back in 2009 I launched a brand new business solely on Facebook and in 6 months gained almost 4000 fans, doubled revenue targets and even had two fans get the logo tattooed. All without paying Facebook a cent. That is impossible now. Facebook had a problem pre IPO. They had not monitised it. So they came up with Edge Rank and killed organic. What is Edge Rank? Explain. Your options today are either Boosting posts to reach your fans OR Facebook advertising. I favour the latter, lets look at it.
- Advertising is either side bar, news feed or content network. With the addition of Instagram. What you are looking at here is a Unpublished News feed Posts – Let’s talk about what it is and why you want to use it. Structure of an advertisement - Can include video or image, plus post text. What people can do with it – Like, Comment or Share it, or Click on your CTA button. It appears in the news feed which means it is consumed as content – with the addition of a “sponsored” label. This is key given mobile is dominant for facebook. It does not live on your Facebook page. It only shows in the feed of individuals you have targeted (if you do it correctly) rather than a general page post. It shows up for people other than your fans.
- There is a difference between the composition of a mobile and desktop newsfeed post. You can see here the support descriptor is not showing. There is also a limitation of characters displayed in the post body copy too (not demonstrated here).
- Mobile has become the first screen for most people. This recent campaign in Newcastle (2 hours north of Sydney) shows that 83% of the reach was on mobile news feed. Thinking mobile first means your whole campaign needs to work smoothly on a mobile device, from advertisement to confirmation email once they have been accepted. It also means you need to be quickly responsive to questions and comments.
- Targeting through Facebook allows a post to be displayed based on: General demographics like as age, gender Their likes and interests Where they live (down to +17km radius on a suburb) What pages they have been to on your website, or if they are on your email database Other demographic features such as education, workplace, relationship status etc.
- Facebook reserve the right to reject an advertisement at their discretion. In our experience Images have to be positive - one cannot show symptoms or pain or suffering or any reference to imperfection or an unideal body. Images cannot have more than 20% text or graphical logo content
- Rejected advertisement, midway through the campaign. We resubmitted it without the red, it ran again and was rejected luckily at the end of the campaign.
- Let’s talk about Google. Not Google + though.
- The difference between Display and Search. Let’s start with search.
- Those adwords text only listings that show up in the top of our Google search results labelled as an ad. Or in the right column. These haven’t proven too successful in our recruitment campaigns to date.
- Display on the other hand allows us to target and place the banners in content networks that relate to the campaign.
- Targeting in Google is a little different. We can still target demographics and locations, but not as tightly as Facebook.
- So that was Facebook and Google from a commercially driven trial candidate generation perspective. There are more things to cover.
- There are other channels that provide paid advertising opportunities. We test and measure all the new advertising options as they come to market – where suitable. None yet have proven to be fruitful enough to warrant the shifting of budget from the big two.
- Email Marketing - still the boss! Having permission to continue the dialog, or in CTC’s case, send notification of new trials, is the best value for money by far. Never buy a list and spam it. Look for a partnership where you can be sent as content on an existing mailing.
- Both Facebook and Google have functionality that can build a list for you to focus your marketing into. This is great for sustained or repeat campaigns, and converting interest into sign up.
- Here’s how it works. There are tracking cookies for both Facebook and Google. When managed correctly you can place the perfect follow up in either network. AND stop them once the visitor has converted. Getting continually bombarded once I have already converted is a pet peeve of mine. Bad for brand!
- Critical Monitoring of campaigns. Facebook campaign monitoring and response time - Unpublished posts still receive comments and conversations. Our account managers work within a strict response timeframe and with a clearly defined policy so as to ensure that people feel heard, are acknowledged, and are directed to the party who can help them. Timing is key!
- That’s it! Thank you.