Embed Size (px)
Citation preview
The Buzz: Best Practices for Social Media and Online Advertising
Our webinar will begin shortly.
Dial-in instructions:
Toll: +1 (646) 307-1708 Access Code: 544-138-170
The Buzz: Best Practices for Social Media and Online Advertising
Annie Garvey Director, Patient Outreach
Wade Strzinek President
Objectives
• Know the difference between social media and online advertising
• Learn best practices for making the most of social media and online advertising
• Understand the metrics to adjust your campaigns
Polling Question #1: Advertising Budgets
• What percentage of your allocated advertising budgets are you spending online?
• 0 - 24%
• 25 - 50%
• 51 - 74%
• 75% +
• Unsure
Defining “Online”
Social Media
• no cost to you (free)
• never meant to be used as advertising
Online Advertising
• paid for
Social Media Examples
Social Media Infographic
1. http://online.wsj.com/article/SB10001424052970204653604577249341403742390.html (data for
January 2012
2. http://www.pcmag.com/article2/0.2817.2400895.00.asp
9. http://www.comscore.com/Press_Events/Presentations_White-papers/2012/The_State_of_Social_Media
Infogrphic from: allfacebook.com/morrison-foerster-time-spend-facebook_b105616
Online Advertising Examples
Online Advertising Graphic
http://www.ehulool.com/global-online-advertising-spending-infographics/
How It All Works Together
Polling Question #2: Social Media
• How successful have your social media efforts been?
• Awesome – we love social media!
• Some success – we’re really not sure.
• Ehhhhh – yeah, not that good.
• We haven’t done anything/Not sure where to start.
Social Media: Before You Start
1. Define your mission and purpose
• Measure your results by likes, friends, etc.
2. Answer the question “why should I…”
• Like you? Follow you?
3. Be realistic about your resources
Social Media: Best Practices
• Be relevant
• Be consistent
• Use eye-catching images
• Keep your posts short
• Be educational
Social Media: Here’s Who’s Doing it Well
Social Media: Not Going Well
Social Media: What You Can Do Right Now
• Set up your social media accounts
• Even if you don’t use them, take the username
• Baseline your “signs of life”
• Start following, liking, friending, etc. to build network
• Share and like: people are watching who is sharing and liking
• Little bits of good content can bring high value
Polling Question #3: Online Advertising
• Have you implemented a paid-for advertising campaign within the last 12 months?
• Yes
• No
• Unsure
Online Advertising: Before You Start
1. Define your mission and purpose
• Be specific and measurable
2. Know how online advertising support your other efforts?
3. What is the process from inception to referral
• Budget
• IRB approval of ads
• Where are the clicks going?
4. Be realistic about your resources
Online Advertising: Best Practices
• Study-specific landing pages
• Keep them short and easy to understand
• Timely follow up of referrals (within 24 hours)
• Tracking
Study Landing Page: What Not to Do
Study Landing Page: What to Do
Advertising Examples
Advertising Examples
Track, Track, Track
• Know what is and isn’t important
• Use the metrics to your advantage
Track, Track, Track
Track, Track, Track
Resources
• HubSpot’s Blog http://blog.hubspot.com/
• Google AdWords Help Center http://support.google.com/adwords/?hl=en
• Facebook Advertising Help Center https://www.facebook.com/help/ads
Questions & Answers
Annie Garvey [email protected]
@PatientWise www.patientwise.com
608-664-9902
Wade Strzinek [email protected]
@WadeStrz www.healthagy.com
817-510-5894
