In preparation for the announcement, the marketing teams from each organization developed a launch plan, channels and content. Goals were to:
Content created for the launch included information about the new organization, benefits for patients, leadership, frequently asked questions. From there we created:
The more results (shown below) I collected, the more I wondered what really had value. Was one subscriber to the website/blog worth more than 80,000 Twitter impressions? What was the value of a Twitter mention compared to a Facebook like? Was the value really in the simple fact that I could measure all those things? More on that in a moment.
The team posted original content to the new social media outlets and used existing channels on Twitter, Facebook and Google+ to share and amplify the message with existing followers. The team used Hootsuite and SproutSocial to post and monitor shares and mentions on social media channels; Google Analytics and WordPress to track views on websites; and Tweetreach to gauge Twitter impressions.
Launch-day metrics looked like this:
Facebook (University of Colorado Health)
1. What does it all mean?
It may be hard to call this a lesson learned when many of the questions remain unanswered. I would say the lesson learned is to be more specific about the behavior you’re trying to influence rather than the metrics needed to prompt that behavior.
Shortly after the University of Colorado Health launch, I had this email discussion with an area marketing and PR group about social stats:
If you wanted people to reduce water use and you were going to go old-fashioned and mail 80,000 letters encouraging people to do so, you wouldn't set your goal at the number of letters mailed -- you'd set it at whether you reduced water use. Same for social media.
In my earlier example, if my single web/blog subscriber completes the action I've asked of them (view a specific page, tell their friends good things about our new organization, etc) but my 50,000 Twitter impressions don't yield that action, my 1 blog follower is more valuable. From that perspective, adding follower/view goals isn't really as important as setting goals for the behavior your trying to influence and then measuring which media helped you best meet those goals. That last piece -- ability to measure with great granularity -- is where digital media just about kills everything else and thus makes it so valuable.
Maybe you’re trying to generate subscribers. Maybe you’re trying to prompt healthy eating. Either way, the result is the goal. Metrics can help you tweak tactics for next time.
2. Test, test, test. Then prepare for the unexpected.
3. Rethink the standard email distribution list.
What do you think? Did we hit the mark? Miss it? What lessons have others learned?
Kevin Darst is the director of marketing and communications for Poudre Valley Health System.
Tags: Case Studies