social media campaign roi

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Tell Your Story Campaign Key learnings - Sept 3, 2013

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Page 1: Social Media Campaign ROI

Tell Your Story CampaignKey learnings - Sept 3, 2013

Page 2: Social Media Campaign ROI

Overview

DocDoc formed a marketing partnership with lifestyle & fashion blogger, QiuQiu, after we read that she had always dreamed of getting plastic surgery in Korea. QiuQiu used DocDoc.sg to find a doctor in Seoul, had a Skype consultation with her doctor, and then flew to Korea to get a rhinoplasty and facial fat graft surgery at REZEN Medical Group. Dr. Lee provided QiuQiu with a free surgery, DocDoc picked up travel & other expenses, and QiuQiu created a 3-part, DocDoc-sponsored video blog documenting her journey. DocDoc agreed to give away a $5,000 prize to one lucky contest entrant who submitted the most compelling story about how surgery could change their life.

QiuQiu! Host: Budget Barbie show on clicknetwork.tv! Blog: http://bongqiuqiu.blogspot.sg! Average views per video: 50-100k per video! Highest video view: 600k for breast filler video! 13k Facebook fans! 30k Twitter followers! 100k blog visits per month

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Goal of the Tell Your Story Campaign

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! Boost DocDoc.sg website traffic & doctor appointments

! Generate contest entries/email leads

! Garner press mentions

! Determine ROI for this type of campaign

! Increase brand exposure in youth demographic

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QiuQiu Has Surgery and Blogs About It

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Contest Press Release

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Campaign Banners

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Contest Landing Page

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Front Page Story on Yahoo

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! Cost: $35,000

! Spokesperson: QiuQiu

! Team: REZEN, DocDoc, Nom Nom

! Campaign: Tell Your Story

! 3-part medical tourism video series

! 3-part blog post series

! 3,000+ mentions on Twitter & Facebook

! 3 press releases (SEO + brand awareness)

Amazing Campaign Results

! 1 bonus video (select winner)

! ~500,000 YouTube video views

! 80,000+ website visits + 200 patient bookings

! ~2,000 contest entries from 12 countries

! ~30 plastic surgery patients for our doctors

! Front page Yahoo story mentioning DocDoc

! 190% measurable ROI & much more!

! One very happy contest winner!

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Lots of Twitter Conversations & Retweets

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! The right spokesperson is worth the $ spent

! Quality video production is key, hire pros

! Fanbases can be leveraged for brand association

! Social campaigns can generate lots of buzz

! Bigger prizes stimulate more entries

! Video & blog posts provide long-lasting marketing value

! Positive social advocacy can be good for a brand

! Spokesperson help make a brand personable

! Solid project management key to success

! Contests have ripple effects on multiple channels

! Many contest entries became customers & advocates

! 1.5% of surgery leads convert into actual surgeries

! Coordinating w/ Korea takes extra effort (language)

! Positive ROI is not only possible, it happened!

Campaign Takeaways

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Videos:- QiuQiu's Consultation - Pt 1: http://youtu.be/b-h4u_fNla4- Welcome to Korea - Pt 2: http://youtu.be/3-Y0nNre_Tw- Road to Recovery - Pt 3: http://youtu.be/RSi-6wJfy-w- Contest winner: http://tinyurl.com/mzplk4a

Blog posts: - Blog Post 1: http://tinyurl.com/o8c44zz- Blog Post 2: http://tinyurl.com/ksz6arb- Blog Post 3: http://tinyurl.com/qy25796- Contest winner: http://tinyurl.com/ogt2gje

Links To Videos & Blog Posts

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JON SAMSEL - SAMSELOCITY.COMPh: 1-626-236-6109 | Skype: Jon.Samsel | Twitter: twitter/jonsamsel