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ROI of Social Media Strategies
5 Steps to Success
Therese Lockemy, Director of Internet Marketing & Social Engagement
Aman...
Agenda
• Introductions
• 5 Key Steps to ROI
• Cleveland Clinic Case Study
• Johns Hopkins Case Study
• Open Discussion
#Ra...
Let’s get started!
Amanda Todorovich
Content Marketing Director
Cleveland Clinic
@amandatodo
Therese Lockemy
Director of I...
How do you define ROI?
How does your leadership define ROI?
#RaganHealthcare
ROI Of Social Media Strategies
1. Decide on your key performance indicators (KPI’s).
2. Set realistic goals for identified...
1. Decide On Your Key Performance Indicators
1. Growth in community/connections.
2. Engagement = reach/actions taken.
3. S...
• Growth in community/connections = 500
• Engagement = reach/actions taken = 6%
• Shares of content = 1500
• Traffic to yo...
3. Evaluate which types of content work best to
meet your goals.
E-book
Brand
Journalism
Health &
Wellness
Landing page
w/...
4. Use Tools To Track
#RaganHealthcare
5. Put Data To Work To Engage Stakeholders
and Get Executive Support
#RaganHealthcare
5. Put Data To Work To Engage Stakeholders
and Get Executive Support
#RaganHealthcare
5. Put Data To Work To Engage Stakeholders
and Get Executive Support
#RaganHealthcare
5. Put Data To Work To Engage Stakeholders
and Get Executive Support
#RaganHealthcare
5. Put Data To Work To Engage Stakeholders
and Get Executive Support
#RaganHealthcare
Cleveland Clinic Case Study:
Heart Health Awareness Month
• GOAL: National Brand Awareness
• #1 heart center in the countr...
#RaganHealthcare
#RaganHealthcare
#RaganHealthcare
Results
• February 2015 traffic: 2,690,298 sessions
• Cooking Shows:
• Salmon 1,384 YouTube views
• Oatmeal 7,201 YouTube ...
Results
• 26 Instagram posts with a total of 2,697 likes
• 21 Vine(s) for a total of 22,500 loops
• 48,170,588 million imp...
But did it work?
#RaganHealthcare
Did it work?
#RaganHealthcare
Johns Hopkins Medicine Case Study:
Heart & Vascular Health Awareness & Patient
Acquisition
• GOAL: National Brand Awarenes...
Your Turn
• Take 20 minutes
• List out what your approach would be in
social.
• What KPI’s should you be measuring?
• What...
Johns Hopkins Medicine Case Study:
Heart & Vascular Health Awareness & Patient
Acquisition
• GOAL: National Brand Awarenes...
Well & Well Read (Awareness)
#RaganHealthcare
#RaganHealthcare
Well & Well Read (Awareness)
Sick & Seeking (Education)
#RaganHealthcare
Sick & Seeking (Growth)
#RaganHealthcare
Results – 6 months
• Page Likes: 3,048
• Reach: 821,678
• Clicks from Facebook: 36,754
• CPC: .21 ¢
• Heart Health e-book ...
Sharing of Results to Show Impact
#RaganHealthcare
Thank you!
Amanda Todorovich
Content Marketing Director
Cleveland Clinic
@amandatodo
Therese Lockemy
Director of Internet ...
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ROI of Social Media Strategies, 5 Steps to Success

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Workshop presentation the Ragan Communications-Hopkins 2015 conference,

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ROI of Social Media Strategies, 5 Steps to Success

  1. 1. ROI of Social Media Strategies 5 Steps to Success Therese Lockemy, Director of Internet Marketing & Social Engagement Amanda Todorovich, Content Marketing Director at Cleveland Clinic Ragan Healthcare Social Media Summit, Johns Hopkins Medicine
  2. 2. Agenda • Introductions • 5 Key Steps to ROI • Cleveland Clinic Case Study • Johns Hopkins Case Study • Open Discussion #RaganHealthcare
  3. 3. Let’s get started! Amanda Todorovich Content Marketing Director Cleveland Clinic @amandatodo Therese Lockemy Director of Internet Marketing & Social Engagement Johns Hopkins Medicine @tlockemy #RaganHealthcare
  4. 4. How do you define ROI? How does your leadership define ROI? #RaganHealthcare
  5. 5. ROI Of Social Media Strategies 1. Decide on your key performance indicators (KPI’s). 2. Set realistic goals for identified KPI’s. 3. Evaluate which types of content work best to meet your goals. 4. Use tools: e.g. Google Analytics, CRM to track results. 5. Put data to work to engage stakeholders and get executive support. #RaganHealthcare
  6. 6. 1. Decide On Your Key Performance Indicators 1. Growth in community/connections. 2. Engagement = reach/actions taken. 3. Shares of content. 4. Traffic to your website. 5. Page depth. 6. Conversion rate. 7. Cost per click. 8. Cost per engagement. #RaganHealthcare Measurable. Accessible data. Will tell a story.
  7. 7. • Growth in community/connections = 500 • Engagement = reach/actions taken = 6% • Shares of content = 1500 • Traffic to your website = 2000 sessions • Page depth = 3+ • Conversion rate = 20% • Cost per click = Under .20¢ • Cost per engagement = Under .9¢ 2. Set Realistic Goals For Identified KPI’s #RaganHealthcare
  8. 8. 3. Evaluate which types of content work best to meet your goals. E-book Brand Journalism Health & Wellness Landing page w/direct CTA Patient Stories
  9. 9. 4. Use Tools To Track #RaganHealthcare
  10. 10. 5. Put Data To Work To Engage Stakeholders and Get Executive Support #RaganHealthcare
  11. 11. 5. Put Data To Work To Engage Stakeholders and Get Executive Support #RaganHealthcare
  12. 12. 5. Put Data To Work To Engage Stakeholders and Get Executive Support #RaganHealthcare
  13. 13. 5. Put Data To Work To Engage Stakeholders and Get Executive Support #RaganHealthcare
  14. 14. 5. Put Data To Work To Engage Stakeholders and Get Executive Support #RaganHealthcare
  15. 15. Cleveland Clinic Case Study: Heart Health Awareness Month • GOAL: National Brand Awareness • #1 heart center in the country for 21 years • PR team did a survey about heart health • Specific questions about diet • Identified need to educate about Mediterranean Diet • Developed a series of cooking demos • Mediterranean Diet-friendly • Utilized the Cleveland Cavaliers chef + our expert dietititian • Created (28) blog posts, infographics & videos #RaganHealthcare
  16. 16. #RaganHealthcare
  17. 17. #RaganHealthcare
  18. 18. #RaganHealthcare
  19. 19. Results • February 2015 traffic: 2,690,298 sessions • Cooking Shows: • Salmon 1,384 YouTube views • Oatmeal 7,201 YouTube views • Quinoa 2,113 YouTube views • Hummus 1,961 YouTube views • 31 posts on Facebook (tagged with #LoveYourHeart) • 6 posts with over 350K reach • 7 LinkedIn posts • Average .90% engagement #RaganHealthcare
  20. 20. Results • 26 Instagram posts with a total of 2,697 likes • 21 Vine(s) for a total of 22,500 loops • 48,170,588 million impressions of #loveyourheart on Twitter • 4,424 tweets on the #loveyourheart hashtag • 2,923 people participated in the Twitter conversation, #loveyourheart • 7 CCNS Heart Month videos posted on Twitter, 1,859 video plays #RaganHealthcare
  21. 21. But did it work? #RaganHealthcare
  22. 22. Did it work? #RaganHealthcare
  23. 23. Johns Hopkins Medicine Case Study: Heart & Vascular Health Awareness & Patient Acquisition • GOAL: National Brand Awareness & Patient Acquisition #RaganHealthcare
  24. 24. Your Turn • Take 20 minutes • List out what your approach would be in social. • What KPI’s should you be measuring? • What are realistic measures for these KPI’s? • What types of content will you use to meet these goals? • How will you gather the metrics? • How will you report these back to leadership? #RaganHealthcare
  25. 25. Johns Hopkins Medicine Case Study: Heart & Vascular Health Awareness & Patient Acquisition • GOAL: National Brand Awareness & Patient Acquisition • Want to reach the • Well & well read • The sick & seeking • Multi-Channel Approach • SEM • Content Syndication • Social Media Marketing • Content Package that looks at health continuum. • Health and wellness (Awareness) • Q & A’s, Patient Stories, Brand Journalism (Education) • CTA for screenings, Physician Directory (Growth) #RaganHealthcare
  26. 26. Well & Well Read (Awareness) #RaganHealthcare
  27. 27. #RaganHealthcare Well & Well Read (Awareness)
  28. 28. Sick & Seeking (Education) #RaganHealthcare
  29. 29. Sick & Seeking (Growth) #RaganHealthcare
  30. 30. Results – 6 months • Page Likes: 3,048 • Reach: 821,678 • Clicks from Facebook: 36,754 • CPC: .21 ¢ • Heart Health e-book downloads • 511 conversions • .21% conversion rate • Actions: 47,817 • Engagement rate: 6.6% • Varicose Veins Screening • 17 Conversions (12 days) • $16.50 per conversion • Shares of content: Over 20K shares • Traffic & Conversions • 48,347.01% increase in session traffic for “HVI Campaign” • 8,058 went to physician directory. • 46 went to “request an appointment.” • 2,872 went to the Heart and Vascular department site. • 68% increase in those that stayed on the site for 15+ minutes. • 180 navigated to our main health newsletter signup. • WOM = Priceless #RaganHealthcare
  31. 31. Sharing of Results to Show Impact #RaganHealthcare
  32. 32. Thank you! Amanda Todorovich Content Marketing Director Cleveland Clinic @amandatodo Therese Lockemy Director of Internet Marketing & Social Engagement Johns Hopkins Medicine @tlockemy #RaganHealthcare

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