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
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)
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.
Objectives 30,000 OTH registrants in FY17 Decrease smoking prevalence to 18% in 2020 Increase web registrations by 10% year-over-year
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).
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
Create an integrated plan using a funnel approach to reach our consumers where they are in the behavior change process and move them closer to a conversion.
Conversions
Confirmed Enrollments
“how late is the OK quitline open?” Callout extensions with, “Available 24/7” were added to our text ads.
Micro-Moments
How to Win Micro-Moments Be there Be useful Be quick
“Successful marketers will… focus on 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
How can public health win a micro-moment?
What does this have to do with social media?
Micro-moments = triggers
Helpline Evaluation Report Prepared by: Laura A. Beebe, PhD Lindsay Boeckman, MS Department of Biostatistics & Epidemiology University of Oklahoma Health Sciences Center
Half of respondents reported using tobacco within 5 minutes or less after waking up
Facebook Targeting
Micro-Moment Results 91% of the traffic was new 2.29% of the traffic converted
Milestones
Game of Life Results 94% of the traffic visited the site for the first time
Game of Life Results Bounce rate was 10% lower than social average
Game of Life Results 5.6% of the traffic converted, 26% higher than the FY17 social average.
MICRO TARGETING
Community Engagement
Social Media Begins and Ends With People
Q1 FY17 Messages sent increased by: Messages received increased by: 26.7% 25.3% Conversions increased by: 68.92%
QUESTIONS
Site-Direct Pre-Roll and Display
Site-Direct Digital Media Buy +
Ad Network Digital Media Buy Ad Network +
Programmatic Digital Media Buy Ad Inventory from Millions of Websites Demand-Side Platform Supply-Side Platform + (DSP) (SSP)
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
Digital Display Results
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
Paid Search (PPC, Pay-per-Click, SEM)
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
Paid Search Results - Conversion rate improved from 4.78% at the beginning of 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
7 Steps To Data-Driven Health Communications Marketing
1) Information Audit Capitalize on partnerships and look to share data Look for existing data such as email lists Social media data and insights
2) Website Analytics
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
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
5) Involve Everyone Cohesive planning = integrated plans
6) Don’t let perfection get in the way of progress Take small steps and analyze results as you go
7) Personalize Messaging
Resources and presentations available at: http://bit.ly/cdcmedianetwork Greta Anglin, ganglin@thevibrand.com Rachel Merritt, rmerritt@thevibrand.com Scott Gokey, sgokey@thevibrand.com
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