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Fedcasic presentation final burke garcia for upload 140319 final for posting (3)

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Social media recruitment for research studies.

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Fedcasic presentation final burke garcia for upload 140319 final for posting (3)

  1. 1. Using Digital Strategies to Target & Recruit Potential Focus Group Respondents Amelia Burke-Garcia, MA Westat March 20, 2014
  2. 2. 2 Establish a shared understanding of the opportunities for digital media use in targeting and recruiting study participants.
  3. 3. 3 What Are Digital Media?
  4. 4. 4 Earned (aka Free) vs. Paid Digital Media PaidEarned
  5. 5. One size doesn’t fit all 5
  6. 6. Digital approaches for survey research  Supplement to traditional recruitment methods  Qualitative studies  Message testing  Reaching hard-to-reach audiences  Field interviewer recruitment 6
  7. 7. The Challenge 7
  8. 8. 8 Traditional methods can be…
  9. 9. Digital media offers… 9
  10. 10. The Westat Approach 10
  11. 11. 11 Westat Paid Digital Recruitment Funnel
  12. 12. Westat Recruitment Campaign Optimization Cycle 12
  13. 13. Westat Recruitment Campaign Optimization Cycle 13
  14. 14. Westat Recruitment Campaign Optimization Cycle 14
  15. 15. Pilot example 15
  16. 16. 16
  17. 17. 17
  18. 18. Recruitment Campaign Metrics 18 1,347 clicks 65 sign ups 14% qualified sign up rate 1,262,462 impressions
  19. 19. Optimization Strategies Utilized 19 Using a data-driven approach, both key words and ad copy were adjusted to ensure that sign ups increasingly consisted of qualified participants.
  20. 20. What we learned  Digital is an efficient and effective channel for recruitment.  Make sure to connect Google Analytics to your AdWords campaign.  Working with your screening team is critical to closing the data loop on recruitment campaigns.  Study-related keywords tend to be the most successful in generating qualified sign ups and are most cost- efficient.  You are spreading your net wide so expect non-qualified sign ups. 20
  21. 21. Future directions 21
  22. 22. 22 Broadening recruitment through influencer engagement.
  23. 23. 23 Increasing retention through social media tracing strategies.
  24. 24. 24 Leveraging social media successfully to connect both researchers and research participants.
  25. 25. Key Takeaways  Digital doesn’t work for everything.  Digital does offer many opportunities for research – both from a cost efficiency stand point and for reaching hard- to-reach audiences.  Paid tactics are more turn-key while earned tactics take time.  Digital doesn’t live in a vacuum – all members of the recruitment team need to work together.  You must cast your net wide to get what you need.  Nothing is wasted – these approaches can help to backfill your recruitment databases. 25
  26. 26. Thank you. 26 Amelia Burke-Garcia ameliaburke@westat.com @socialibriumm

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