how to evaluate the impact of digital and social media · 2016. 8. 27. · ® 2016 tha digital...
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How to Evaluate the Impact of Digital and Social MediaReed Smith, MBA President
tha.org/digitalmarketing
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about me• Hospital Marketing Director
• Texas Hospital Association
• Founding Advisory Board Member & Platinum Fellow, Mayo Clinic Social Media Network
• Advisory Board Member, South by Southwest Interactive Festival
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Why use social media?
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source: http://katiecouric.com/2013/12/04/the-hpv-vaccine-controversy-rosie-perez/
“The HPV vaccine is considered a life-saving cancer preventer. But is it a
potentially deadly dose for girls? Meet a mom who claims her daughter died after
getting the HPV vaccine, and hear all sides of the HPV cancer controversy.”
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• 91% of search engine users say they always or most of the time find the information they are seeking when they use search engines
• 73% of search engine users say that most or all the information they find as they use search engines is accurate and trustworthy
• 66% of search engine users say search engines are a fair and unbiased source of information
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–Kevin Pho, MD (kevinMD.com)
“It's been said that every time there's a vaccine controversy in the media, vaccination rates get set
back at least 3 years.”
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Our New Reality
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socialmedia.mayoclinic.org
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• 6,583 Accounts (YT, FB, Tw, LI, 4SQ, Blog)
• 1305 Facebook
• 215 Blogs
HCSM list overview
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1995-2004Slower Adoption Cycles
APRIL 1995America Online
1.1.
1995
6.30
.201
3
President William J. Clinton9.11.2011
AUGUST 1995Windows 95
JUNE 1998Windows 98
OCTOBER 2001Windows XP
11.30.2006Windows Vista
JULY 2009Windows 7
OCTOBER 2012Windows 8
President George W. Bush President Barak H. Obama
2000Digital Broadband Available
JANUARY 2004Facebook
JULY 2005YouTube
JULY 2006Twitter
DECEMBER 2010Facebook–
400 Million Users
OCTOBER 2012Facebook–
1 Billion Monthly Users
2004-2013Rapid Adoption Cycles
(fueled by ubiquitous digital access)
MAY 2007iPhone
JUNE 2009iPhone 3GS
JULY 2008iPhone 3G
JUNE 2010iPhone 4
SEPTEMBER 2012iPhone 5
OCTOBER 2011iPhone 4S
MARCH 2010iPad MARCH 2011
iPad2MARCH 2012
iPad3NOVEMBER 2012iPad4/iPad mini
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Source: http://blog.flurry.com/
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Source: http://blog.flurry.com/
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Truths
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Assessment
MENT Strategy
Deployment
Measurement
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Assessment
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ask yourself
• Growth strategies?
• Who am I trying to reach?
• What does success look like?
• How will I show success?
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Digital Scorecard
Bariatric Surgery
Overview
Audience
Business Goals - Goal 1:
- Goal 2:
- Goal 3:
Current Call to Action - Action 1:
- Action 2:
- Action 3:
Success Metrics - Metric 1:
- Metric 2:
- Metric 3:
Reporting - Frequency:
- Elements:
�1
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Who Are You Where Are You
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courtesy of:
Sample Medical Center800 Montclair RoadBirmingham, AL 35213(205) 592-1000(duplicate listings – Former Hospital Name)
(not listed)
Sample Medical Center800 Montclair RoadBirmingham, AL 35213(205) 592-1450(physician answered when calling this number)
Sample Medical Ctr840 Montclair Rd Ste 310, Birmingham, AL 35213(205) 592-5135(duplicate listings)
(not listed)
Sample Medical Center800 Montclair RdBirmingham, AL 35222(no phone listed)( 1,552 check ins)
(not listed)
Sample Medical Center800 Montclair RoadBirmingham, AL 35213205-592-1000
Hospital Website
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who connects?
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Deployment
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content goals?• Inform
• Educate
• Comments
• Sign-ups
• Thought leadership
• Appointment
• Physician Alignment
• Reviews
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Trackable Phone Number
Lead Management
Conversion Management
CMS/CRM Integration
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who should create content?
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success?• Prior experience
• Don’t make it always about text
• Ongoing support
• Report back
• Make them a big deal
• Manager support
• Make it part of a larger plan
• Make it exclusive
• Tie content to the larger marketing plan
• Be flexible/decide when good enough is good
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empowered employees = brand power
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LIVE HEALTHY AUSTINSTATS AND SOCIAL ENGAGEMENT
Traffic up 53% over the previous 6 month period
Engagement up 149% Engagement up 88%
Traffic from social up 258%
Traffic from social up 90%
OVERALL TRAFFIC
FACEBOOK TRAFFIC
TWITTER TRAFFIC
SOCIAL TRAFFIC
JAN 1 – JUN 30 Visits to Site: 8,151JULY 1 – DEC 31 Visits to Site: 12,445
JAN 1 – JUN 30 RTs/Likes: 339JULY 1 – DEC 31 RTs/Likes: 843
JAN 1 – JUN 30 Likes/Comments/Shares: 169,601
JULY 1 – DEC 31 Likes/Comments/Shares: 252,822
LIVEHEALTHYAUSTIN.COM
.com
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5,000 Employees
2= 2,500 x
avg.socialreach
= 1,000,000 monthly reach
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who?
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personas• Location - Where do people from this persona live?
• Excluding Location - Where do people from this persona not live?
• Age - What is the age range of this persona?
• Gender - What is the gender of people in this persona?
• Interests - What are the interests of people in this persona?
• Education Level - What is the education level of this persona?
• Job Title - What field of work do your customer work in and what types of job titles do they carry?
• Income Level - What is the income range of this buyer persona?
• Relationship Status - What is the relationship status of this buyer persona?
• Language - What languages do people in this persona speak?
• Favorite Websites - Why type of websites do people in this persona frequent?
• Buying Motivation - What is this personas reasons for buying?
• Buying Concerns - What is this personas concerns when buying?
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Pediatric Online Persona
OverviewLorem ipsum dolor sit amet, consectetur adipiscing elit, sed do
eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut
enim ad minim veniam, quis nostrud exercitation ullamco laboris
nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in
reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla
pariatur. Excepteur sint occaecat cupidatat non proident, sunt in
culpa qui officia deserunt mollit anim id est laborum.
Buying Concerns & MotivationLorem ipsum dolor sit amet, consectetur adipiscing elit, sed do
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nisi ut aliquip ex ea commodo consequat.
Geographic
• City
• Zip Codes
• Exclusions
• Language
Insights
• Interest: Fitness and Wellness, Shopping and Fashion, Sports and Outdoors or Technology
• Relationship Status
• Job Title(s)
• Education Level
Online Behavior
• Websites Visited
• Social Platforms
• Actions
CAREER MOM 35-55 yr old | Hispanic | Working Mom
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Measurement
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® 2016 THA Digital Marketing. Confidential and Proprietary
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® 2016 THA Digital Marketing. Confidential and Proprietary
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® 2016 THA Digital Marketing. Confidential and Proprietary
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® 2016 THA Digital Marketing. Confidential and Proprietary
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® 2016 THA Digital Marketing. Confidential and Proprietary
consumer pathway
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® 2016 THA Digital Marketing. Confidential and Proprietary
Patient Pathway
PARTICIPANT UNITS SOLD
Clicks Ad 1,065
Fills Form 237
Registration 33
Attendance 20
Service Scheduled 9
Service Completed 8
0
300
600
900
1,200
Clicks Ad Fills Form Registration AttendanceService Scheduled
92033237
1,065
1%1%2%17%
78%
Clicks AdFills FormRegistrationAttendanceService Scheduled
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
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® 2016 THA Digital Marketing. Confidential and Proprietary
how do you gather information?
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® 2016 THA Digital Marketing. Confidential and Proprietary
≠
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® 2016 THA Digital Marketing. Confidential and Proprietary
identify what to measure
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volume• Number of visitors
• Time on site
• Number of fans
• Number of followers
• Page views
• Impressions
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engagement• Retweets
• Repins
• Comments
• Likes on posts
• Form completion
• Phone call
• Seminar registration
• Review submission
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ROI
ROI = (financial gain/savings - cost) cost
via @chrisboyer
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via @chrisboyer
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® 2016 THA Digital Marketing. Confidential and Proprietary
audience value
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• $641.91
• 910 Clicks
• 145 Actions
• 9 Seminar Registrants
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® 2016 THA Digital Marketing. Confidential and Proprietary
ROI = (7,500 - 641.91) 641.91
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® 2016 THA Digital Marketing. Confidential and Proprietary
34,010
2,903
2.24%
12
Reach
Clicks
CTR
Surgical Candidates
Mid-Market
$3000/mo
Landing Page
WL HRA Focus
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® 2016 THA Digital Marketing. Confidential and Proprietary
2.55%
$5.69
7.3%
$70
CTR
Cost/Click
Conversion Rate
Cost / Acq.
Large Market
$3000/mo
Landing Page
Seminar Registration Focus
7.3% Conversion Rate, which equates to 1 qualified registration for every 14 clicks.
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® 2016 THA Digital Marketing. Confidential and Proprietary
recap• Gather info about the service line
• Be specific about who you are trying to reach
• Understand your online world
• Detail the patient pathway
• Close the loop
• Measure along the way
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® 2016 THA Digital Marketing. Confidential and Proprietary
tha.org/digitalmarketing
Reed Smith @reedsmith