Social Media = ROI (revised 7/15/11)

Social media = ROI?
Measuring your hospital’s
social media efforts

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About me
• Director, Digital Marketing and
Communications, Inova Health System

• Six hospital not-for-proﬁt system serving
the Washington DC area

• Advisory Board Member,
Mayo Clinic Center for Social Media

• Consultant for more than 100 hospitals/
physician practices

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What we’re covering today

• How social media is different
• Importance of online communities
• Deﬁning ROI
• What and how to measure?
• Using a CRM and the engagement funnel

Worksheet: http://bit.ly/fhsprmsroi
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Quick poll...
How many of you have..?

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The latest hospital stats...

http://ebennett.org/hsnl/
(Percentage of 1188 hospitals measured, 6/8/11)
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If you’re tweeting this presentation...

Please use this hashtag:

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#chrisboyerssocialmediaROI
presentationatFHSPRMs
annualconferencerocks

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#chrisboyerssocialmediaROI
presentationatFHSPRMs
annualconferencerocks
no, seriously let’s use: #fhsprms

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no, seriously let’s use: #fhsprms

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Why are we
doing this?

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How social media is different

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“...social media is a blending of technology and social
interaction for the co-creation of value...” - Wikipedia

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• Two-way participation

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• User-generated content

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• Transparency

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• Transparency

• Credibility

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• Transparency

• Credibility

• Trust

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• Transparency

• Credibility

• Trust

• Online “communities of interest”
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The Problem
with most
Hospital Marketing

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Wrong position (perspective)

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Continuum of “I-Don’t-Care”

g Op inions
S harin
esearching
R
iscovering
D
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Continuum of “I-Don’t-Care”

Don’t Care Care somewhat
Care deeply
(not engaged) (kinda engaged)

g Op inions
S harin
esearching
R
iscovering
D
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Social media establishes relevance
Building trust throughout the “Continuum of I-Don’t-Care”

Facebook
Gowalla
Forums
Twitter Flickr
SMM UStream Yelp!
Digg
SlideShare LinkedIn Local Angie’s List
Tumblr Amplify Listings
Microsites g Op inions
Foursquare User S harin
Groups
YouTube esear ching
BlogsR
iscovering
D
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Importance of online communities

http://bit.ly/cb_community 15

Social networks are how we connect with others


Communities of interest are why we connect



• Identify topics around which people converse

• Participate in existing communities

• Create your own community






• Provide ways to engage with the community






• Provide ways to engage with the community

• Size doesn’t matter...engagement does

Engaging an existing community

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MyHealthybaby.org (over 6 mo. period)

• 400 “Find a Doctor” inquiries
• 240 “Baby and Me” eNewsletter subscribers 17

What can (or do) you measure?
• Friends, fans & followers

• Reach, relationship & reputation

• Strength, sentiment & passion

• 100 ways to measure:
http://bit.ly/100ways

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What can (or do) you measure?
• Friends, fans & followers

• Reach, relationship & reputation

• Strength, sentiment & passion

• 100 ways to measure:
http://bit.ly/100ways

Where’s
the beef
(ROI)?
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Is ROI truly “ROI”?

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• Return on Results (ROR)

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• Return on Opportunity (ROO)

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• Return on Engagement (ROE)

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• Likes Accumulated from Facebook Followers (LAFF)

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• Likes Accumulated from Facebook Followers (LAFF)
• Time We Invest in Twitter Spam (TWITS)
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Clarifying the deﬁnition of ROI
“The term ‘ROI’ is potentially misleading unless you can
show a direct, tangible ﬁnancial return from the effort.

ROI is popping up on virtually every presentation but 8
times out of 10 the ‘return’ discussed is the number of
inquiries or some measure of public opinion.

Those are valuable measures
but they aren’t ROI. ”

- David Marlowe

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ROI should always be tied to $$$
“Social Media ROI reﬂects any other marketing-related ROI:
the net ﬁnancial revenue to the organization from the effort,
after having accounted for the effort's costs.

FI-NAN-CIAL
money
dough
bottom line
coin
or, as I like to call it,
ROI”

- Chris Bevolo (@IntervalChris)
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If you’re not
impacting one
of these...

...why
bother?

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Using social media to drive growth goals

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• Engage and drive communities of interest to act

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• Rely on strong (and measurable) call-to-actions

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• Lead social media efforts to conversion points

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• Build engagement through the “Continuum of I-Don’t Care”

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• Build engagement through the “Continuum of I-Don’t Care”

Tip(s):
• Promote elective, “consumer-choice” procedures/programs
• Use social media to promote foundation activities 23

Driving growth goals:
example “ROI” chart
Tool Function Measurement*
• Create multiple pages to focus • Fans/likes
on “communities of interest” • Click-throughs of links from
• Promote free ways to FB page
participate in campaigns/seminars • CTR of FB ads
• Use events and polls to gain • Analytics on website to
interaction measure links-in and behavior
• Facebook advertising • Conversion rates from
seminars
• Use claimed listings as ways to • Checkin’s
promote clinics • Analytics on website to
• Ensure message is appropriate measure links-in and behavior
for employees and patients
• Create specialized URL to
measure unique trafﬁc

* Always track back to ﬁnancial measurement 24

Using Facebook to promote bariatrics

• Identify Facebook audience in No. VA interested in
weight-loss

• Create two ads promoting bariatric seminars
• Direct ads to landing page
• $479 monthly spend

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The results:

• Over three month period: 296 clicks/month
• .03 CTR (average CTR for Facebook PPC is .02)
• $1.62/click

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The results:

• $1.62/click

• 30 seminar registrations

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The results:

• $1.62/click


• 23% seminar registration/surgery conversion rate

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The results:

• $1.62/click



• Average $3,000 contribution margin from surgery

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The results:

• $1.62/click




• $20,700 proﬁt originated from campaign

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The results:

• $1.62/click




• $20,700 proﬁt originated from campaign

• 42x ROI

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Using social media to lower marketing
& communication costs
• Aggregate and populate (“be everywhere”)

• Train spokespeople on social media best-practices

• Train social media staff on media handling

• Remember communications is different than marketing

• Emphasize story-telling

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Using social media to lower marketing
& communication costs
• Aggregate and populate (“be everywhere”)

• Train spokespeople on social media best-practices

• Train social media staff on media handling

• Remember communications is different than marketing

• Emphasize story-telling
Tip(s):
• Publish press releases on your website, and link to them
• Use social media to gather additional stories from patients
• Have social media complement your marketing efforts for more reach
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Lower costs goals:
• Promote press stories to wide- • RT’s
spread audience • # of inquiries from local
• Real-time coverage of press media
events • Earned media coverage
• Links back to press releases on • Trafﬁc to press release site
website
• Phone calls to PR team

• Video press releases and • Video views
statements • Click-throughs from
• Stories/testimonials YouTube URL to main site
• Create online video press site, • Cross-linking/embeds
with top stories
•Every video SEO’d with CTA

Live tweeting physician lectures
• Dec 12, 2010: Back Pain lecture led by Spinal Surgeon
• Live-streamed and live-tweeted lecture

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Live tweeting physician lectures
• Jun 2, 2011 - real-time monitoring on Twitter:

Cost for video streaming & live-tweeting: ﬁxed
Avg. CM for neck surgery/rehabilitation: $20,000

Question: What’s the ROI?

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Viral promotion of sleep lab services

• Promoted sleep lab services and targeted patients with insominia
• Received 10,000 viewers and 5.5 million media impressions
• ROI calculation (using AVE):
(# of media impressions x potential viewers x probability of views x ad equivalency price) - cost of
effort]_____________________________________________________________________
cost of effort 31


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Potential ROI calculation:

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• Total reach of the program: 5.5 million impressions

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• 10% of actual audience will see the message*: 550,000 people

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• 20% of those seeing the message will ﬁnd it relevant*: 110,000

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• 10% of those ﬁnding it relevant will want to learn more*: 11,000

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• 10% of those with interest will enlist sleep services: 1,100

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• Contribution margin for sleep services: $1000

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• Total cost to promote program: $10,000

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ROI Calculation: [(1,100 x $1,000) - $10,000]/$10,000 = 109% ROI

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ROI Calculation: [(1,100 x $1,000) - $10,000]/$10,000 = 109% ROI

*These are assumptions that should be negotiated 32

Using social media to increase patient
& physician satisfaction & loyalty
• Provide relevant information to “non-consumers”

• Often used for crisis management & service recovery

• Monitor real-time feedback

• Educate and act transparently

• Correlation vs. causation

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Using social media to increase patient
& physician satisfaction & loyalty
• Provide relevant information to “non-consumers”

• Often used for crisis management & service recovery

• Monitor real-time feedback

• Educate and act transparently

• Correlation vs. causation
Tip(s):
• Create a wellness campaigns
• Promote the breadth of your hospital’s offering
• Use a CRM! 33

Improved patient/physician loyalty:
• Share relevant wellness/health • Fans/follower of all
messages from other sources communities
• Create other “communities of • Likes, reposts, interactivity
interest” to encourage deeper • Click-throughs of content
engagement to your website
• Use polls, photos to provide
ways for two-way dialogue

• Promote best-in-class • Number of group members
opportunities to work • Physician interaction
• Create forums for physician • Employment inquiries to
leaders to highlight expertise HR
• Link to top stories


Using social media to promote wellness

• 7,300 registrants

• 575 Facebook followers

• 5,000 updated CRM records (2,300 entirely new records)

• 500 cross-promoted into other eNewsletter programs 35

Correlated revenue through FitFor50

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• 325 participants to enroll in 8K fundraising ﬁtness run
(ROI: $20 x 325 = $6500)

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(ROI: $20 x 325 = $6500)

• Utilization over 3 month period (Nov - Jan):

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(ROI: $20 x 325 = $6500)


New: $10,534 36

(ROI: $20 x 325 = $6500)


New: $10,534 Total: $101,733 36

Using CRM to measure engagement

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A word about Google +

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Chris’ “silver bullets” to get started

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• Build trust through social media by being relevant

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• Align social media to existing strategies

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• Determine what to measure (hint: think $$)

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• Create regular reports

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• Promote successes; learn from failures
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• Promote successes; learn from failures
• There are no silver bullets
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Questions?

Chris Boyer
@chrisboyer
www.christopherboyer.com

@InovaHealth
www.inova.org/socialmedia
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Social Media = ROI (revised 7/15/11)

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Editor's Notes