creating and optimizing holistic digital campaigns: sentara healthcare's 28 days of heart case...
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Creating and Optimizing
Holistic Digital Campaigns:
Sentara Healthcare's 28 Days of Heart Case Study
Jessica Carlson Ahava Leibtag
Sentara Healthcare Aha Media Group
@jessicascarlson @ahavaL
Introduction
• Sentara 28 Days of Heart campaign
• Changed the campaign for this year
• What did we learn from last year?
• What powerful things did we learn
from this year?
@ahaval @jessicascarlson #ffhs
Today
• How to design an integrated digital
campaign
• 28 Days of Heart case study from
Sentara
• Get buy-in for content marketing
@ahaval @jessicascarlson #ffhs
Content Marketing Stats
• Content marketers’ top priorities were found to be
driving leads and engaging buyers
• 71% of marketers are increasing spend on content
marketing in 2014
• 85% of marketers saw an increase in awareness
building as a result of content marketing
• 76% of marketers saw an increase in buyer
engagement as a result of content marketing
@ahaval @jessicascarlson #ffhs
Email Addresses/Contacts
Engaged
Prospect & Recycled
Lead
Sales Lead
Opportunity
Customer
• Emails/Contacts: Not yet leads, just
have entered the funnel
• Engaged: Show real engagement by
downloading content, opening an
email, commenting on a blog post
• Prospect: Qualified but are not ready
to buy (decision makers?)
• Lead: Prospects that show enough
behavioral engagement that we want
to call them
• Sales lead: Qualified by sales
• Opportunity: Part of the active pipeline
• Customer: They have bought an
solution
• Upsell and retain: Keep them buying
Sales Funnel
Marketin
gSales
Nurturing Database
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Content strategy also:
• Internally who is responsible for all the different phases of content?
• Plan
• Create
• Publish
• Distribute
• Analyze or Measure
• Govern
@ahaval @jessicascarlson #ffhs
Modern Marketing Challenges
• Ads don’t have the same power (esp.
in digital)
• Reduced attention
• Lack of brand loyalty
• Social sharing
@ahaval @jessicascarlson #ffhs
Goals of content marketing1. Attract: Create content that will draw prospects like
bees to a blossoming flower
2. Acquire: Give them the content in exchange for an email address or some other form of potential ongoing contact
3. Engage or connect: Continue to engage by creating and sending relevant content about your product, service or knowledge base
4. Drive profitable action: Clearly align your content creation and distribution efforts with your business goals
@ahaval @jessicascarlson #ffhs
Create an Integrated Approach
• Decide on business goals
• Create Key Performance Indicators
• Decide on formats
• Choose distribution methodologies
• Analyze
• Report
@ahaval @jessicascarlson #ffhs
About Sentara
@ahaval @jessicascarlson #ffhs
125-yearNot-for-Profit Mission
3,800+Physicians on Staff
28,000Members of the Team
12Hospitals
2,727Beds
1313 long term care & assisted living centers
4Medical
Groups
800+Providers
444,000+Member Health Plan
1Sentara College
of Health
Sciences
Sentara Social Media Strategy
Integrate social media into the
business of healthcare delivery.
@ahaval @jessicascarlson #ffhs
Information
Inspiration
Aspiration
28 Days of Heart Campaign
@ahaval @jessicascarlson #ffhs
• Attract and engage with relevant content about heart health & wellness
• Drive conversions via Heart Health Profiler
• Multi-channel, cross-regional, digital-first campaign
Year 1: February 2013• Facebook, Twitter and Pinterest
• Content calendar; focus on
content curation with custom
graphics
• First collaborative multi-
regional campaign
• Launched heart risk assessment tool
@ahaval @jessicascarlson #ffhs
Campaign Redux
• Organize and analyze campaign results data
• Debrief on lessons learned
• Determine what to keep, scrap and/or build upon
• Re-assess campaign goals and metrics
@ahaval @jessicascarlson #ffhs
We asked ourselves…
@ahaval @jessicascarlson #ffhs
• We had some great opportunities for engagement, but how can we reach more consumers?
• How can we drive more conversions and make the heart profiler tool the central point of campaign?
• How can we be the content engine and drive traffic to our own site?
Developed Targeted Personas
@ahaval @jessicascarlson #ffhs
I am a mom, workout when I can, have a full-time job and not worried about my health
– only my family’s.
Sarah
We are finally retired and looking forward to seeing the grandkids, traveling
and spending time together.
Lucas & Selena
I work hard supporting my family, love watching sports
and don’t really pay attention to my health until
something happens.
John
Busy Mom Juggling CareerRecently Diagnosed with Hypertension
Empty Nesters, Recently Retired
Launched New Content Destination
@ahaval @jessicascarlson #ffhs
• 28daysofheart.com
• New blog post every day in February
• Other resources and links to Sentara.com and heart risk assessment tool
Expanded Engagement Toolset
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• Heart profiler videohttp://bit.ly/SentaraHeartProfiler
• “Social experiment”
video http://bit.ly/SentaraExperiment
• Photo contest
“Show Us Your Heart” Photo Contest
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• Facebook photo contest
• Encourage Facebook users to submit photo of what their heart is made of
• Photos with most votes won Vitamixblender or gift card
Added Paid Social Component
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Facebook Newsfeed AdsFacebook Promoted Posts
Why Paid?
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• Days of free, organic reach on Facebook are over
• Investing in good content? Invest in distribution, too.
• Low investment = big impact
Conversions: Heart Profiler Results
• 9,000+ site visits
• 2,302 completed risk assessments
• 26% completion rate
• 30% had a family history of heart disease
• Average “Profiler”: Female, age 45, slightly overweight, moderately stressed
@ahaval @jessicascarlson #ffhs
Heart Profiler Facebook Ad Results
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Impressions208,161
Total Clicks8,828
CTR3.36%
Cost per Click$0.18
Cost per 1k Impressions
$4.82
Total Spend$999.80
Profiler Completions
2,266
Cost per Completion
$0.44
Engagement: Social Media Results
@ahaval @jessicascarlson #ffhs
Total Clicks2,332
(Up from 1,160)
Total Interactions1,732
(Up from 702)
Facebook Reach
124,554
Paid Reach91,824
Reachw/o Paid32,730
Cost forPaid Reach
$726.20
Engagement: Photo Contest Results
@ahaval @jessicascarlson #ffhs
Total Views13,163
Total Visitors7,529
Entries50
Votes1,342
Shares39
Reach from Shares23,474
1st
2nd
3rd
Takeaways
• Take chances with creative digital
content
• Social is more effective if you pay to
play
• Reduce, re-use, recycle
@ahaval @jessicascarlson #ffhs
Buy-in
• Focus on setting KPIs
• Use the Rule of 4
• Prune your Pumpkins
@ahaval @jessicascarlson #ffhs
Content Marketing Impact
• 74% of marketers saw an increase in
SEO/web traffic resulting from content
marketing
• Over 61% of marketers saw an
increase in lead quality and quantity
due to content marketing
@ahaval @jessicascarlson #ffhs
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