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 agarvey@patientwise.com

@PatientWise www.patientwise.com

608-664-9902

Wade Strzinek wstrzinek@healthagy.com

@WadeStrz www.healthagy.com

817-510-5894