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Evaluating the Effectiveness of Government Digital Communications
Best Practices from Health Canada
Date: May 15th, 2014
Helping Canadians Maintain & Improve their Health
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Marketing and Communications in the Health Portfolio
Social Media Lens…
All Health Portfolio campaigns use social media
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Plan to Evaluate
• Establish SMART objectives
• Determine key performance indicators based on your objectives
i.e.: Fan base, reach of message, engagement
• Establish a baseline
use industry average if it is a new platform
use performance of current platforms if they exist
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Evaluation Strategy - Best Practices
• Set annual goals and breakdown into quarterly goals
• Begin with simple goals such as:
expand the reach of messages from traditional channels
grow the audience base
increase engagement (% of comments, likes, shares)
earn media coverage (cross platforms; social media to traditional media)
• Weekly assessment of success – what worked, what didn’t work
apply what was learned to develop new creative/communications
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Measuring the right metrics
Choose metrics that support your objectives.
• Fan base (number of fans, followers, subscribers)
shows the dedicated audience
can show if you are reaching your target audience (age, gender, location etc.)
• Engagement (likes, comments, shares, re-tweets, pins, views etc.)
shows interest in the information and helps expand the reach
comments can highlight two-way conversation
• Reach
shows how many people see the content
• Clicks
shows interest in the content, desire for more information
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Lessons Learned
• Focus on 3 or 4 metrics that demonstrate the value of the platforms
(i.e.: reach may be a better metric than Fan base in social media).
• Be aware of what each metric can show and how it could be perceived.
YouTube views and Subscribers: Subscribers show dedicated audience, Views show use.
How does this link to objectives?
• Analytics is as important as metrics. Tell the story.
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Telling the story: Case study
Total Engagement: 3,879(comments+likes+shares)
Clicks to web: 4,686
Simple metrics (likes, comments, shares) show engagement:
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Telling the story: Case study
Total Engagement: 3,879(comments+likes+shares)
Clicks to web: 4,686
Reach: 422,427 ENG
Adding additional metrics tells a more compelling story:
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Telling the story: Case Study
Postmedia -National coverage & Front page of the Ottawa Citizen
Social to traditional media. Adding earned media.
CTV’s “The Social”
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Telling the story: Case Study
Fan growth: Shows conversions and completes the story.
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Questions or Comments?
Karine Goneau-LessardA/Director, Marketing and Creative Services,
Health CanadaKarine.Goneau-Lessard@hc-sc.gc.ca
Lori FraserA/Chief of Marketing,
Health CanadaLori.Fraser@hc-sc.gc.ca
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