from organic to paid: how healthcare marketers are embracing social advertising

From Organic to Paid: How Healthcare Marketers are Embracing Social Advertising

Angela Connor, SVP; Group Director - MediaMay 19, 2015 AMA Leadership Summit

© 2014 Capstrat LLCAll Rights Reserved

Angela Connor @communitygirl #capstratsocial


What’s in Store?


AGENDA TOPIC TIME

Intro and Key Realizations 10 minutes

Best Practices – What’s Working?• Social ad targeting • A holistic campaign approach • Bringing value beyond your brand

15 minutes

Next Practices – What’s on the Horizon?• Understanding and acting on performance • Multimedia content • Revisit strategy and refine goals

15 minutes

Key Takeaways and Wrap-Up 5 minutes

Discussion and Q&A 15 minutes


Here’s what we know…

• Organic isn’t enough. The interaction rate on brands’ posts is typically low.





• Paid social media requires planning and constant optimization.





• Paid social media requires planning and constant optimization.• With so many stakeholders, audiences vary widely.





• Paid social media requires planning and constant optimization.• With so many stakeholders, audiences vary widely. • Content is a key component for successful paid campaigns.





• Paid social media requires planning and constant optimization.• With so many stakeholders, audiences vary widely. • Content is a key component for successful paid campaigns.• Your audience will see your ads on mobile devices.





• Paid social media requires planning and constant optimization.• With so many stakeholders, audiences vary widely. • Content is a key component for successful paid campaigns.• Your audience will see your ads on mobile devices. • Facebook, Twitter and LinkedIn are the forefront.





• Paid social media requires planning and constant optimization.• With so many stakeholders, audiences vary widely. • Content is a key component for successful paid campaigns.• Your audience will see your ads on mobile devices. • Facebook, Twitter and LinkedIn are the forefront.• The prices are rising across the board.



Paid social ad spending is rising substantially




SOCIAL AD TARGETING


Demographics

Interests

Behaviors

EducationOccupation

Connections

Location

Facebook audience targeting



Facebook custom email audience targeting



Facebook custom website audience targeting



Twitter audience targeting

Location / LanguageKeywords

Followers Interests

TV Targeting

Device



Twitter tailored audiences

Target Twitter ads to specific website visits, email addresses or Twitter user IDs….

…then broaden your reach by creating lookalike audiences.

Email Addresses Website Visitors Twitter User IDs Lookalike Audience



Twitter tailored audiences



LinkedIn audience targeting

Target with accuracy using the data shared in LinkedIn users’ profiles.

Who they are: • Demographics• Location • Company / Industry

Who they know:• Group membership• School

What they do: • Job Title / Job Function• Seniority • Skills



Finding success with InMail campaigns



PLANNING A SOCIAL MEDIA CAMPAIGN



Planning process

Goals Budget Audience Timing Creative



Goals

• What is the measurable outcome of your social media campaign?

• Is it lead generation, sales or social engagement metrics, such as likes or shares?

• Are there budget goals, such as cost per lead or cost per share?

Goals



Budget

• What is the total amount of money you have to spend on the campaign?

• Note: Budget can be money for creative, or just for advertising.

• Total budget can also affect how you are billed for the ad buy (invoiced vs. credit cards).

GoalsGoals Budget



Audience

• Who do you need to reach?

• Where are they located?

• What media do they consume?

GoalsGoals BudgetGoals Budget Audience



Timing

• When does the promotion need to run?

• Are there other business events that will happen during this timeframe?

• How much content is available for posts?

GoalsGoals BudgetGoals Budget AudienceGoals Budget Audience Timing



Creative and messaging

• What is the message that needs to be communicated?

• What form will the communication take? Infographics? A video? A website?

• What additional tactics will support social ads?

Goals Budget Audience Timing Creative



BRINGING VALUE BEYOND YOUR BRAND



Don’t make it all about you!



WHAT’S ON THE HORIZON?


UNDERSTANDING AND ACTING ON AD PERFORMANCE



Understanding and ACTING on performance


Promoted Tweets Retweets Replies Follows FavoritesOther Clicks

Engagement Rate

Video Tweet 1 5 0 4 9 219 0.55%

Image Tweet 1 5 6 30 19 1,482 0.85%

Dynamic Tweet 1 16 11 40 46 2,331 0.78%

Video Tweet 2 1 0 4 5 291 0.39%

Image Tweet 2 39 28 23 68 3,116 1.26%

Dynamic Tweets 2 12 9 23 29 1,962 1.21%

Video Tweet 3 0 1 9 4 348 0.43%

Image Tweet 3 3 2 6 18 18 1.35%

Dynamic Tweets 3 1 2 14 18 18 1.05%




Device Impressions Clicks CTR

Mobile 1,255,462 25,917 2.06%

Desktop (Promoted Posts) 184,419 2,030 1.10%

Desktop (Display Ads) 1,152,801 2,414 0.21%



• The Twitter Website Card with the ‘View Now’ call-to-action had the lowest engagement rate at 0.89%.

• Capstrat tested the lowest performing ad against an ad that had more colorful graphics and ‘Free Download’ in the description. This ad performed 61% better than the original.



MULTIMEDIA CONTENT



Multimedia content


Across all social channels, we see posts that include photos or videos generate significantly more engagement than other types of content.

1. Franchise posts.2. Behind-the-scenes videos. 3. Interviews with employees or company leaders. 4. Conference or event photos.

*These are all great ways to incorporate multimedia on your organization’s social channels. And support with advertising!


Multimedia content



Key takeaways

Familiarity with advertising units and targeting on mainstream social networks is key to successful paid campaigns.

.

Advertising Units Targeting Capabilities Multi-product ads

Display ads

Promoted posts

Page like ads

Behavior targeting

Custom audiences from email database

Lookalike audiences

Custom audiences from website data



Key takeaways and recap

• Develop a holistic planning approach• Think visual• Create multimedia content• Revisit strategy and refine goals• Know your audience• Test and optimize • Target like, your life depends on it!



THANK YOU!


Angela Connor Senior Vice President,

Group Director [email protected]

mailto:[email protected]

from organic to paid: how healthcare marketers are embracing social advertising

Marketing