Author: Andrea Bartolini 30/10/2016
Social media Organic posts calendar (1 week of promotion) 3 Facebook posts 1 boosted Facebook post 10 Tweets 1 promoted tweet If performance is good, consider paid social media campaign Website / Landing Page Features: Story, Links to other pages, gallery of images, CTA e.g. Newsletter sign up Keywords research and SEO Newsletter: Internal External Google AdWords Campaign Search Display Sponsored article or Banner Advertising in Newspapers Campaign s Goal: increase positive sentiment towards the brand in Ireland, among public and HCPs KPIs clicks to website Posts engagement Newsletter sign-ups Bounce rate and avg. time on page Newsletter open rate and click-through-rate
Facebook organic post example: Short Include Call to Action Event name Engagement Tracking link Include image
Boost successful posts: Facebook posts can be boosted to reach more people: Boosted posts appear higher in News Feed and on Instagram, so there's a better chance your audience will see them. Possible target audiences: Page fans Competitors followers People with interest in charity events
Facebook paid campaign Clicks to website: Links Lead Generation Posts Event Responses Video views
More Organic Options Making a photo album of the event on Facebook is another good way to engage people. A link to the website s page should be added to the album to get more traffic. Followers and employees could be encouraged to tag themselves and others in the photos, to increase virality AER Adverse Events Reporting Social Media should be monitored on a daily basis and adverse events reports should be based on the company AER policy. Reports should include: patient, reporter, drug and experience
Twitter Cards Summary Cards are used for: Engagement/Awareness Articles/News Examples of Competitors Posts:
Twitter Cards Lead generation Cards are used to Collect leads Best Practices Join on conversations that are relevant / trending: e.g. #CharityTuesday Tweets should contain relevant hashtags (e.g. #fundraising #charityevent) and tag stakeholders (e.g. @MakeAWish_ie)
Targeting options: how can we target users on Twitter? Competitors followers / Industry followers Tailored audiences: Use Followerwonk to create lists of users handles (IDs) With Followerwonk is possible to create a list of people that have the word Doctor or Nurse in their Bio Keywords Interests Location Language Gender Device Remarketing Remarket to people who have visited the website / certain page using Twitter pixel Remarketing email lists
Internal Newsletter Promotion positive stories increase team building Encourage engagement Promote participation External Newsletter Promotion the story could be added as a panel /box to a monthly newsletter going out to HCPs to enhance positive sentiment towards the brand
Search Engine Optimization The story can be published in the news section of the company s website and optimized for relevant keywords. Examples of keywords: Avg. Monthly Searches (exact Keywords match only) fundraising events 140 charity organizations 20 ways to raise money for charity 20 raising money for charity 20 fundraising event ideas 50 charity event ideas 50 charity run 30 run for charity 10 corporate responsibility 70 charity cycle 70 how to raise money for charity 40
Optimize the following elements in the page: Page Title Page URL Headline Keyword rich body text Meta description Social Sharing Buttons Image Alt Text Adding open graph metatags
A small Google AdWords Search and Display campaign can be set up to increase brand awareness. The Search campaign will Focus on relevant keywords and variations (see SEO keyword table) Use the new extended ads to get higher Click-Through-Rate
Google Display banners can target selected keywords, topics, interest groups, placements or remarketing lists. Examples: *It s important to note that Google AdWords campaigns are not allowed for websites containing prescription drugs.
Publishing a sponsored article in a newspaper (e.g. the Life & Style section of the Irish Independent) Banner Ads in Online Medical Publications: Irish Medical times Medical Independent GP Buddy