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PaidSocialMediaPresentation
- 1. AHA SM COMMUNICATORS PRESENTATION:PAID SOCIAL MEDIA
- 2. • Who usespaid social media already? • Who has a separate social media line item in their marketing budget? • Who spends money on traditional print ads? 2 Opening Questions
- 3. • Sponsored Updates(LinkedIn) • Twitter Card/Sponsored Tweets • Sponsored Facebook Posts • Other paid posts on Instagram, Pinterest, etc. 3 WHAT IS PAID SOCIAL MEDIA?
- 4. • Major socialsites are crystal clear – social media is no longer free for brands • Brands have a choice – pay or forfeit broad reach • Era of organic reach is over • Paid social a huge untapped resource for marketers • Source: Everything You Need to Know About Paid Social, Sprinklr Whitepaper, 2014 4 B2B SOCIAL MEDIA = PAY TO PLAY
- 5. • More eyeson your content • Can target content to specific audiences • Amplify organic efforts • Grow Audience • Special tools specifically attached to paid social media • Money Quote: “The shift to paid has already happened … it’s time to embrace that shift.” Colin Alsheimer, Weber Shandwick Source: Everything You Need to Know About Paid Social, Sprinklr Whitepaper, 2014 5 WHY $PEND ON $OCIAL
- 6. • Total paidsocial media audience: 4.2 billion monthly active users (MAU) across eight platforms • 1.3 billion MAU on Facebook and YouTube • 260 million MAU on Twitter • 200 million MAU on LinkedIn • 200 million MAU on Instagram • By 2016, paid social audience will be 8 billion MAU spanning 10 platforms • Source: Everything You Need to Know About Paid Social, Sprinklr Whitepaper, 2014 6 PAID SOCIAL STATS
- 7. • Instagram –fastest growing social network • Expected to have 302 million users by end of this year • No. 1 social network for delivering engagement (58 times more than Facebook, 120 times more than Twitter) • Sponsored photos and videos • Source: Everything You Need to Know About Paid Social, Sprinklr Whitepaper, 2014 7 NEW KID ON THE PAID SOCIAL BLOCK
- 8. • Gatefold Sponsoredby GE • Cover featured AHA CEO Rich Umbdenstock and GE CEO Jeff Immelt • Released With February Issue of H&HN and Trustee • Special Landing Page on H&HN website • Digital/ Social Assets: Cover photo, infographics 8 HF CASE STUDY: MANAGING COMPLEXITY
- 9. • TOTAL SMIMPRESSIONS: 667,083 – nearly 7 times the circulation of H&HN and Trustee COMBINED. • 41.3 percent of those who clicked on our LinkedIn sponsored update identified themselves as CEOs, while 35.5 percent of those who clicked on the sponsored update were in the hospital and health care field. Five CEOs shared the piece with their own LinkedIn networks. • Using social media, we will have extended the reach of the GE piece far beyond its print circulation – and gotten their content in front of their desired audience. 9 RESULTS
- 10. • 60,085 Impressions •324 clicks on page • 30 likes (Notable – Jennifer Hamilton, Director of Clinical Support, Clinical Operations, Nemours Children’s Hospital; Terry Trafton, Associate Administrator Behavioral Health, Truman Medical Centers; Holly Madara, Administrative Director Cardiovascular Services, St. Mary Medical Center; Stephanie Bechtel, Clinical Product Director, Premier Health Alliance; Kimberly Rutherford, Business Partner & Director, A&P, GE Healthcare) 10 MANAGING COMPLEXITY: LINKEDIN RESULTS
- 11. 11 MANAGING COMPLEXITY: LINKEDINRESULTS (CONT.)
- 12. 12 MANAGING COMPLEXITY: TWITTER •Impressions: 606,998 • Clicks – 3,450 • Notable retweet: CareAline (vendor)
- 13. 13 FACEBOOK SPONSORED POST:RICH UMBDENSTOCK AT ACHE • Spent $125 • 6,624 impressions • 152 clicks • 89 post engagements (86 likes, 1 share, 2 comments)
- 14. 14 TARGETING OPTIONS • Facebook:Interests, keywords, age, geography, e-mails • LinkedIn: Company size, industry, job title • Twitter: User handle, e-mails, hashtags, keywords
- 15. 15 BIDDING FOR EYEBALLSON LINKEDIN AND TWITTER • Both LinkedIn and Twitter use a bidding system for their self- service sponsored updates/tweets • Suggested bid range depends on targeting • The higher you bid, the more favorable a position your sponsored update/tweet will get
- 16. 16 SPRINKLR’S 10 COMMANDMENTSOF SOCIAL ADVERTISING • Create Great Content • Measure Wisely • Keep Things Fresh • Choose the Right Platform • Stay on Target • Escalate The Winners
- 17. 17 SPRINKLR’S 10 COMMANDMENTSOF SOCIAL ADVERTISING • Test Things Out • Optimize Your Bidding • Drop Poor Performers • Learn From The Past
- 18. 18 EXPERIMENT/CHALLENGE FOR THEWEEK • Repurpose some of your print ad dollars and engage in paid social – see what happens. You might be surprised.
- 19. 19 FURTHER QUESTIONS • KristinLanning • klanning@healthforum.com • x2122
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