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Digital & Email & Social – Oh My! Reaching and Engaging Audiences in Oklahoma
Greta Anglin, Group Account Director Rachel Merritt, Social Media Director Scott Gokey, Senior Digital Integration Strategist VI Marketing and Branding
Digital & Email & Social Oh My! Reaching and Engaging - - PowerPoint PPT Presentation
Digital & Email & Social Oh My! Reaching and Engaging - - PowerPoint PPT Presentation
Digital & Email & Social Oh My! Reaching and Engaging Audiences in Oklahoma Greta Anglin, Group Account Director Rachel Merritt, Social Media Director Scott Gokey, Senior Digital Integration Strategist VI Marketing and Branding
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Each year, 7,500 Oklahomans die from a smoking-related illness. Smoking costs Oklahoma $1.62 billion in related healthcare costs each year. 22.2% of adults in Oklahoma smoke. (BRFSS 2015)
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Served more than 350,000 Oklahomans since 2003 More than 40% of callers are uninsured More than 60% of callers have an income of less than $20,000. OTH has an approximate 34% quit rate for callers who receive multiple coaching calls.
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Objectives
30,000 OTH registrants in FY17 Decrease smoking prevalence to 18% in 2020 Increase web registrations by 10% year-over-year
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Brand Awareness
Nationally, 54% of smokers reported awareness of a state quitline. Awareness of the Oklahoma Tobacco Helpline service as a resource for Oklahomans who smoke or live with a smoker is high (73% overall and 72% among smokers).
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Strategies
Provide resourceful and educational information to position the Helpline as a trusted, reliable and judgment-free quit partner Capitalize on known time-of-day moments Promote combined services as the best option for quitting
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Create an integrated plan using a funnel approach to reach
- ur consumers where they are in the behavior change
process and move them closer to a conversion.
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Conversions
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Confirmed Enrollments
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“how late is the OK quitline open?” Callout extensions with, “Available 24/7” were added to our text ads.
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Micro-Moments
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How to Win Micro-Moments
Be there Be useful Be quick
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“Successful marketers will… focus
- n acquiring a detailed, data-driven
view to really know them [customers] and help them along their individual journeys. That's the assistive mindset that will be required to win.” - Google
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How can public health win a micro-moment?
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What does this have to do with social media?
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Micro-moments = triggers
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Helpline Evaluation Report
Prepared by: Laura A. Beebe, PhD Lindsay Boeckman, MS Department of Biostatistics & Epidemiology University of Oklahoma Health Sciences Center
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Half of respondents reported using tobacco within 5 minutes or less after waking up
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Facebook Targeting
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Micro-Moment Results 91% of the traffic was new 2.29% of the traffic converted
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Milestones
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Game of Life Results 94% of the traffic visited the site for the first time
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Game of Life Results Bounce rate was 10% lower than social average
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Game of Life Results 5.6% of the traffic converted, 26% higher than the FY17 social average.
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MICRO TARGETING
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Community Engagement
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Social Media Begins and Ends With People
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26.7%
Messages sent increased by: Messages received increased by:
25.3% 68.92%
Conversions increased by:
Q1 FY17
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QUESTIONS
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Site-Direct Pre-Roll and Display
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Site-Direct Digital Media Buy
+
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Ad Network Digital Media Buy
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Ad Network
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Programmatic Digital Media Buy
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Demand-Side Platform (DSP) Supply-Side Platform (SSP) Ad Inventory from Millions of Websites
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Digital Display Results
FY16 had 52 Display conversion, FY17 had over five times more, with 330 Average cost-per-conversion decreased 89% year-over-year Average conversion rate improved 491%, from 0.18% to 1.06% Average time spent on site was nearly three times higher, increasing from 0:15 to 0:53
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Digital Display Results
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Email Results
3,157 website visits in FY17 95% had not previously visited the website Users spent an average of 1:24 on the website 61 conversion generated
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Paid Search (PPC, Pay-per-Click, SEM)
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Paid Search Results
In FY16, PPC drove 819 conversion and in FY17, that increased by nearly four times, with 4,081 conversions Our cost-per-conversion decreased by 62%, from $32.91 in FY16 to $12.62 in FY17
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Paid Search Results
- Conversion rate improved from 4.78% at the beginning
- f the year, to over 32% at the end of the year
- When looking at the full year, we saved an average of
$20.29 per conversion compared to last fiscal year
- We saved a total of $66,185.98 by reducing our cost-
per-conversion
- By June 2017, our cost-per-conversion had dipped as
low as $10.66
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7 Steps To Data-Driven Health Communications Marketing
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1) Information Audit
Capitalize on partnerships and look to share data Look for existing data such as email lists Social media data and insights
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2) Website Analytics
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3) Identify Key Traffic Drivers
Small budgets can go a long way with Social Adwords is cost-per-click and has free training videos and certification exams Organic is free with good content Email can go a long way
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4) Define Conversions, Objectives and Set Goals for Each
Set objectives prior to campaign launch Define conversions and focus on what content and tactics are needed to get consumer there
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5) Involve Everyone
Cohesive planning = integrated plans
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6) Don’t let perfection get in the way of progress
Take small steps and analyze results as you go
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7) Personalize Messaging
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