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CRI final project
- 1.
- 2. Our focus tostrategize and target millennials “Develop a marketing campaign across PESO (paid, earned, shared and owned) media to drive awareness for CRI and increase the level of donations made by millennials.”
- 3. Media & Engagement OliviaZucosky Planning Lead, Healthcare Intern Dylan Stuart M & E, Healthcare Intern Daniel Ayersman Analytics, Analytics Intern Michael Capone Digital & Analytics, Analytics Intern Digital Content & Consumer Experience Danielle Hay PMO, Healthcare Intern Taylor Murphy CCX, Digital Services Intern Andrew Petro Account Lead, C&S Intern Tania Soto-Lopez Analytics, MDigital Life Intern Mackenzie O'Holleran Analytics, Analytics Intern Meet the team
- 4. Agenda • Executive Summary •Meet the Team • Cancer Research Institute (CRI): Your foundation • CRI: Your comprehensive digital landscape • Twitter • Facebook • Instagram • The Millennial Generation • ALS Ice Bucket Challenge • Data Analysis Plan • Analytics Methodology • Key Analytic Findings • CRI Millennial Campaign: #SwipeOrStripe • Campaign Advertising • Focus of communication • Call to Action • PESO Strategy • Building Relationships with Key Influencer • The Problem • Engagement between Immunotherapy & Millennial Influencers • Top Influencers • Engagement Strategies • Wrap up • Sources
- 5. Cancer Research Institute(CRI): Your foundation • Dedicated to funding cancer immunotherapy research, which uses the immune system's power to conquer all cancers • World’s only nonprofit organization dedicated to immunotherapy • Depends on generous support from individuals, corporations and foundations • More than 88 cents of every dollar donated goes directly to cancer research IMMUNOTHERAPY CURE NOT REMISSION ALL CANCERS TRUST + TRANSPERENCY BREAKTHROUGH TREATMENT CRI‘s Five Established Messaging Pillars:
- 6. Identified bloggers and journalistswith strong social channels as primary immunotherapy influencers Who: Science experts or reporters covering data and government in timely news updates Few cancer advocates CRI focused on driving engagement across all channels but largely on earned and shared Sponsors: CRI sponsors post on social channels to drive engagement Social Channels Online Conversation CRI Influencers PESO Model: Your comprehensive digital landscape Solid foundation of followers: 11K + Twitter Followers 48K+ Facebook Likes 217K+ YouTube views Twitter: Visual content addresses broader issues in cancer awareness and immunotherapy. Inspirational content, facts, specifying cancer type and broader community mention performs best Facebook: Content speaks to patients, other cancers, World Cancer Day, and finding a cure Audience: Twitter followers are diverse: a mix of the general public, healthcare professionals, advocacy organizations, healthcare providers, healthcare institution and media followers Primarily on Twitter and online news Tweets focus on campaigns and specific donations rather than awareness for CRI’s mission Plat forms: Twitter = 28% Online news = 72%
- 7. Visual content ishigh performing 10 retweets 7 favorites 9 retweets 3 favorites
- 8. Narratives outperform pharmadriven posts 54 likes 32 shares “@Amber this is what type I’ve had…” 36 likes 16 shares 916 views 411 likes 77 shares
- 9. New and growingfast Patient stories 14 likes Visual data 13 likes Engaging content 22 likes
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- 11. The future isin the hands of 19 to 36 year olds 25% of the U.S. Population 21% Of consumer discretionary purchases 46% Have 200+ Facebook Friends 46% Post original content such as photos and videos online that they created. 40% Want to be entertained by brands 56% Are early adopters of technology http://www.millennialmarketing.com/who-are-millennials/ HALF Would rather spend their $ towards a company that supports a cause Driving the market with two billion dollars of spending power
- 12. Millennials care aboutnonprofits Have connected with nonprofit social media in the last year 73% volunteered for a nonprofit in 2012 60% liked it when nonprofits shared stories about the people they help 69% Are most likely to donate when they feel inspired by the organization 80% Like it best when organizations have mobile-friendly website 40% Are gave amounts between $1-50 http://casefoundation.org/wp-content/uploads/2014/11/MillennialImpactReport-2013.pdf “Millennials like to see where their $ is going” 51%
- 13. A millennial campaignthat worked: ALS Ice Bucket Challenge • Chris Kennedy was the first participant that referenced ALS • Kennedy selected ALS because a relative was suffering from the disease • Kennedy posted this video on July 15, 2014 • They used the hashtag #StrikeOutALS • ALS Association raised $15.6 million between July 29 and Aug. 18, compared to $1.8 million during the same period last year “Thanks @JonBullas. You're up next @KevinAylwin, Jeanette Senerchia and @mattdodson7 #IceBucketChallenge http://youtu.be/WpJC Wjs6kYA”
- 14. • Encouraged positivesocial proofing: Peer pressure in its most positive form, promoting widespread good deeds • Involved new members of the community: Millennials and Generation Z used their social media habits for the greater good • Fun, humorous and silly challenge: Got people excited about participating • Press and celebrity involvement: News outlets extensively covered the success of this campaign and celebrities participated ALS Ice Bucket Challenge: Take aways • Today’s craze: The fad-like nature of the campaign is not a sustainable solution to fundraising • May disengage regular donors: Neglecting regular donors may hurt long-term fundraising efforts • It’s slacktivism: It required little time or involvement—there was no long-term commitment to the cause Pros Cons Communal GroupBill Gates Ellen Degeneres/ Kim Kardashian Oprah
- 15. What did welearn? Lets look at the data
- 16. Analyze Millennial Influencers and Millennial Population Discoverwhat they are talking about and who is talking Inform Strategy Apply analytic findings to build a campaign to raise awareness and donations for CRI among the millennial population utilizing top online influencers Focus Messages Identify and craft content that has a consistent focus of communication across the promotional mix Engage Influencers Establish a relationship with the Millennial population through top online influencers and utilize them when campaign launches to drive brand engagement Data analysis plan will inform your strategy plan
- 17. Analytics methodology :Quantitatively grounded Data Collection Database Creation Ranking Software Influencer Analysis Report (3) Data collection from millennial database (2) Generate immunotherapy keywords Database analyzed related to… (1) Identify how Millennials talk and engage on social media 800+ Authors identified 74 individual posts of relevant content identified TOP 15 Millennial influencers are identified • Number of followers • Relevancy • Engagement in conversation • Current integration in healthcare ecosystem• Ran though custom search TOP 25 Influencers that were previously identified are used as the main drivers of the immunotherapy conversation Data Sources: Custom Search, Google, Sysomos, MDL Toolbox, 2014 CRI Meme
- 18. Campaign must be sharableand quickly perceivable. 800 millennials engaged in the immunotherapy conversation through retweets or shares, never through their own generated content. Only five top millennial influencers were connected to the top immunotherapy influencers. The population of millennials is connected to the immunotherapy conversation by the 4th or 5th degree Millennials are engaged in the broader cancer conversation and engage through local fundraising events. Message must be powerful enough to bridge the gap. Target at the local level Key analytics findings to drive campaign
- 20. Activate millennial engagementthrough #StripeOrSwipe What: Campaign targeted at increasing millennial’s brand awareness and engagement with CRI Where: Designed to break through advertising clutter and social media noise, and establish a foothold in the millennial market When: September – “Back to school” season Why: To create buzz about CRI and immunotherapy among millennials to increase awareness and donations How: Paint two white stripes on your face or swipe to donate to CRI
- 21. Olivia Zucosky Example poststo drive #StripeOrSwipe
- 22. Example posts todrive #StripeOrSwipe
- 24. Focus of communication “Providingthe millennial generation… (enabling the target market to make an impact with a fluid and efficient donation platform) “Providing the millennial generation the weapon to conquer cancer” the weapon… (the most pioneering cancer treatment that harnesses the immune system’s power) to conquer cancer” (ensuring that donations help the treatment to cure cancer reach the patients sooner)
- 25. Create a sustainablecall to action
- 26. Millennial Local Engagement Week1 Week6 Week11 Week16 Week21 Week26 Week31 Week36 Week41 Week46 Week51 Millennialconversation surrounding local fundraisers Conversation among millennials spiked during college dance marathons TREND
- 27. An integrated PESOstrategy will drive millennial engagement PAID EARNED SHARED OWNED
- 28. Build relationships withkey influencers • What we know: Top influencers focus on technology • What we want: Utilize technology aspect • How do we do this? • Build online relationships with key influencers • Consider topics that would be mutually beneficial and interesting • Find creative way to engage with influencers • Listen and understand their online presence • Provide them with exclusive information
- 29. Overall Rank Name Outlet OverallScore 1 Damian Garde FierceBiotech.com 100 2 Ben Hirschler Reuters.com 98.21 3 Gina Kolata Nytimes.com 95.47 4 Alice Park Time.com 90.02 5 Matthew Herper Forbes.com 88.25 6 Adam Feuerstein TheStreet.com 85.17 7 Caroline Copley Reuters.com 84.13 8 Bill Berkrot Reuters.com 82.62 9 Dr. Anna Azvolinsky The-Scientist.com 79.29 10 Scott Seaman Examiner.com 79.16 11 John Carroll FiercePharma.co m 78.76 12 Peter Loftus Online.WSJ.com 77.09 13 Kate Kelland Reuters.com 74.97 14 Ransdell Pierson Reuters.com 74.2 15 Bonnie Rochman Nytimes.com 74.04 Overall Rank Name Outlet Overall Score 16 David Wainer Bloomberg.com 73.89 17 Hester Plumridge Online.WSJ.com 71.96 18 Robert Langreth Bloomberg.com 70.96 19 Laura Stampler Time.com 68.95 20 Denise Grady Nytimes.com 68.94 21 Elizabeth Cohen CNN.com 68.32 22 Anna Edney Bloomberg.com 66.39 23 Rachael Rettner LiveScience.com 64.87 24 Ben Fidler Xconomy.com 63.64 25 David Sobek TheStreet.com 61.51 *Source: 2014 CRI Meme The Problem: The influencers are not millennials
- 30. Tactical engagement betweenimmunotherapy and millennial influencers Millennial Influencers only have a direct connection to immunotherapy influencers on Twitter Single Channel Connection The top Millennial influencers have diverse social media followings which allow them to reach numerous market segments Diverse Followings Majority of top Millennial influencers that are connected to the immunotherapy conversation are scientific/health journalists or bloggers Credible Top Millennial influencers have infrequent engagement with media influencers Sporadic Engagement Tactical Engagement Insights of the Millennial Influencers
- 31. Top millennial influencersengaged in the immunotherapy conversation Overall Rank Name Handle Score 1 Lauren Goode LaurenGoode 100 2 Jay Yarow jyarow 98.56 3 Lora Kolodny lorakolodny 94.31 4 Katherine Meyer kkmeyer 91.05 5 Han Ma han_ma 85.62 6 Charlene Ngamwajasat doctorcharlene 84.28 7 Sangwon Yoon sangwonyoon 80.24 8 Arielle Duhaime-Ross ArielleDRoss 76.79 9 Deborah Findling dfindles 73.34 10 Nichole Elizabeth NikkiElizDemere 69.89 11 Charlene Ngamwajasat doctorcharlene 66.44 12 McComming victoria_m0 63.00 13 Darin S. Lory unixgod 59.55 14 mig30m6 mig30m6 56.10 15 Monica CrazyGG429 52.65
- 32. #1 Lauren Goode Re/code InfluencerAnalysis Score: 100.00 35.6K Followers About Lauren: Lauren Goode is managing editor for Re/code. She specializes in consumer technology, with a focus on new tech product developments and technology trends and issues, commenting on technology’s impact in the medical field as well. Why should CRI care? Lauren is in touch with new products and innovations, demonstrating her ability to connect with millennials who are often technologically inclined, always looking for the latest service or app. #2 Jay Yarow Business Insider Influencer Analysis Score: 98.56 About Jay: Jay Yarow is the executive editor of Business Insider, focusing on technology and innovation. He has written various articles discussing health and technology, and the ways in which the two go hand in hand by looking at new medical technology and startups attempting to find the cure to cancer. Why should CRI care? Jay would be a beneficial influencer as he aligns technology with medicine, providing a comprehensive analysis of new innovations in both fields. “Part of the reason cancer patient data isn't used is because only ~4% of patients are on clinical trials. Clinical trials are used because they can be controlled and outcomes can be compared. The risk for Flatiron is that it's collecting a messy bunch of data that may be messier and harder to interpret.” “By one estimate, the global mobile health market is expected to hit $49 billion by 2020, driven simultaneously by smartphone adoption (and other wearable sensors) and by increasing health-care costs. The same report says that rising incidences of chronic diseases such as cancer, heart ailments and diabetes are also a key contributor to growing demand.” Quote: Quote: 18.9K Followers
- 33. #3 Lora Kolodny WallStreet Journal Influencer Analysis Score: 94.31 12.9K Followers About Lora: Lora Kolodny is a reporter for the Wall Street Journal, based out of San Francisco, specializing in stories regarding tech startups, venture capital, angel investing, accelerators, crowdfunding, marketplaces, innovation, travel tech, emerging industries, and relating issues impacting startups. She has a solid grasp on the tech world that influences many millennials daily lives. Why should CRI care? Lora represents the “quintessential millennial”: she embraces everything tech, is always chasing the next big app, and has an affinity for pop culture, making her a valuable resource to reach out to her millennial followers who appreciate the same things. “My stories show how and why companies grow, fail or fight to survive. My obsessions are: emerging industries like crowdfunding, advanced science and tech as it's getting commercialized, as well as e- commerce, fashion, food, travel and transportation, and anything that's potentially great for the environment” Quote: About Katherine: Katherine Meyer is a People Services coordinator at DaVita Kidney Care in Dallas, Texas. DaVita is a Fortune 500 company that provides a variety of health care services to patient populations, treating patients with chronic kidney failure and renal disease. She has a love of science and is interested in the expansion of women in both science and tech. Why should CRI care? Katherine is a millennial with a passion for healthcare. As an employee in the healthcare system, she looks toward new advancements in the industry, and has the ability to promote advancements and awareness to millennial followers. Quote: 358 Followers #4 Katherine Meyer Services Coordinator at DaVita Kidney Care Influencer Analysis Score: 91.05 “I am a millennial with a penchant for freedom, politics, activism, current events, and science.”
- 34. #5 Han Ma TaylorStrategy Influencer Analysis Score: 85.62 About Han: Han Ma works as a digital strategist at Taylor Strategy in New York City. He also writes blog posts for the company, covering topics such as tech and social media. However, Han is also influential as a fundraiser and community activist as we was Print Media Relations Captain in charge of promoting Penn State’s IFC/Panhellenic Dance marathon, which raised $13,026,653 in the fight against pediatric cancer. Why should CRI care? Han has experience with fundraising, millennial engagement, and has a connection to CRI’s mission. “With the day and age now, viral marketing is on the frontier. A celebrity helping us generate awareness for our cause is really momentous" Quote: 2,760 Followers 871K Followers About Charlene: Charlene Ngamwajasat is a clinical Informatics Specialist at The Fund for Public Health in New York. She also runs her own independent blog, and her posts have been published in AlleyWatch and The Healthcare Blog. Charlene’s main interests include utilizing technology in relation to medicine and learning and discovering new concepts and ideas of medicine. Why should CRI care? Charlene’s medical background and interest in health technology make her a valuable influencer for immunotherapy technology and research. #6 Charlene Ngamwajasat Blogger and Clinical Informatics Specialist Influencer Analysis Score: 84.28 “I am interested in new technologies inside and outside of health. I am interested in innovation and the cross- pollination of ideas. I am interested in patient experience and care as well as ways of improving physician quality of life and work flow, I am interested in medical education” Quote:
- 35. Create Engaging Contentto Share via Social Channels • Continue to share visual content • Explain where the money directly goes • Millennials value transparent nonprofits • Share inspiring patient stories that resonate with millennials • Utilize existing content: “30 Days, 30 Stories” • Engage with followers that actively interact with CRI How to Engage? “So true, lost my great grandmother and my father to cancer”
- 36. Drive Content onOwned Channels • Keep website up to date • Blog Content • Guest blog from Millennial influencers • Utilize existing content: “30 Days, 30 Stories” • Enhance mobile friendly website “Carley, 19, was just headed off to college when she learned her cancer had returned”
- 37. Promoted and paidcontent – extend beyond 1st degree Recommendations to keep conversation going • Promote sponsored posts and paid advertisements on popular social platforms • Paid advertisements that partner with millennial driven companies • Partner social channels to target most influential millennials • Celebrity endorsements
- 38. to make adifference • Millennials respond to an individual call to action • Use traction from #SwipeOrSwipe and initiate Giving Tuesday • December 1 , donate $1 because you are all it takes to make a difference NEIt only takes
- 39. Sources • http://www.millennialmarketing.com/who-are-millennials/ • https://www.flipcause.com/blog/als-ice-bucket-challenge/ •http://time.com/3136507/als-ice-bucket-challenge-started/ • http://www.zimconsulting.net/the-mini/the-ice-bucket-challenge • http://www.wsj.com/articles/charities-seek-their-own-ice-bucket-1408407006 • http://casefoundation.org/wp-content/uploads/2014/11/MillennialImpactReport- 2013.pdf • CRI #StripeorSwipe Advertisement Courtesy of: Mollie Ableman