Social Media Strategy & Measurement in the Bedsider Program

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Social media defies measurement. I am ready to reject the question of “how do you measure it?” Because if you can see it doesn’t mean it’s successful and if you can’t it doesn’t mean it’s not working (especially if you apply other people’s measures). You have to find your own value and find the measurement that has meaning to you and your work. Don’t stop too long at the measurement question; keep moving forward and don’t define success too narrowly. Work hardest on defining your goals.

your challenge /
• Social media can lead to direct actions and
sales but most actions are unseen. How may
we see them?
• Believe in the customer journey—that it may
take multiple touches to create an action—
and that it is hard to measure.
• Bottom line: To paraphrase Peter Block,
don’t let ―how‖ get in the way of ―yes.‖

bedsider’s challenge/
• Seven in ten pregnancies among single women age
18 to 29 are unplanned.
• Among those having sex and trying not to get
pregnant:
– 19% use no contraception at all
– 24% use it inconsistently
– AND of those who feel it’s very important to avoid
pregnancy, 34% say it’s likely they’ll have unprotected sex
in near future.
– Intension doesn’t match behavior.

• 20% reduction in proportion of unplanned pregnancy
by 2020.

the bedsider vision /
• Take the fear and mystery out of birth control.
• Help women find the method of birth control that’s
right for them.
• Enable them to use it consistently and effectively.
• Gradually encourage women to consider using
more effective forms of birth control over time.

bedsider by the numbers/
• 14.8 million women in the U.S.
• 4 million+ visits since 11/2011.
• We divide audience into 3 categories:
– Impressions (708,681,000)
– Engagement (9,800,000)
– Acquisitions (172,600)

• 36k Twitter & FB followers

Social Media Strategy & Measurement in the Bedsider Program

1. rebranding birth control

2. your challenge / • Social media can lead to direct actions and sales but most actions are unseen. How may we see them? • Believe in the customer journey—that it may take multiple touches to create an action— and that it is hard to measure. • Bottom line: To paraphrase Peter Block, don’t let ―how‖ get in the way of ―yes.‖

3. bedsider’s challenge/ • Seven in ten pregnancies among single women age 18 to 29 are unplanned. • Among those having sex and trying not to get pregnant: – 19% use no contraception at all – 24% use it inconsistently – AND of those who feel it’s very important to avoid pregnancy, 34% say it’s likely they’ll have unprotected sex in near future. – Intension doesn’t match behavior. • 20% reduction in proportion of unplanned pregnancy by 2020.

4. the bedsider vision / • Take the fear and mystery out of birth control. • Help women find the method of birth control that’s right for them. • Enable them to use it consistently and effectively. • Gradually encourage women to consider using more effective forms of birth control over time.

5. the bedsider experience /

6. meet bedsider /

7. bedsider by the numbers/ • 14.8 million women in the U.S. • 4 million+ visits since 11/2011. • We divide audience into 3 categories: – Impressions (708,681,000) – Engagement (9,800,000) – Acquisitions (172,600) • 36k Twitter & FB followers

8. bedsider by the numbers/ • 14.8 million women in the U.S. • 4 million+ visits since 11/2011. • We divide audience into 3 categories: – Impressions (708,681,000) – Engagement (9,800,000) – Acquisitions (172,600) • 36k Twitter & FB followers Funnel

9. twitter analytics dashboard/

10. twitter analytics dashboard/

11. high amount of shares & lower clicks/

12. high clicks & fewer shares/

13. time of day & week data/

14. visits in last month from social/

15. amplification/

16. the holy grail—unsolicited sharing/

17. this just in…/

18. thank you

Editor's Notes

#2: I’m Lawrence Swiader, Senior Director of Digital Media at The NC where I lead the Bedsider program. You can find Bedsider at bedsider.org.
#3: Social media defies measurement. I am actually ready to reject the question of “how do you measure it?” Because if you can see it doesn’t mean it’s successful and if you can’t it doesn’t mean it’s not working (especially if you apply other people’s measures). You have to find your own value and find the measurement that has meaning to you and your work. Don’t stop too long at the measurement question; keep moving forward and don’t define success too narrowly. Work hardest on defining your goals.
#4: Bedsider’s overall goal is to reduce the proportion of unplanned pregnancy by 20% by 2020. Currently, 7 in 10 pregnancies among single women 18-29 in the U.S. are unplanned. Among those having sex and not trying to get pregnant…The nature of the challenge is that the behaviors are “on-going” as behavior change theorist BJ Fogg might say. It doesn’t just happen once. For most, it is a familiar behavior that happens many times over time and social media is a really good fit because it offers motivation, information, and triggers for the behaviors we are trying to encourage.
#5: The National Campaign started to look closely at the reasons why people weren’t getting birth control right. We learned that drinking, good times, side effects, and the misperception that long-acting methods are not appropriate for use outside of long-term relationships were working against birth control. To combat all of that, birth control needed re-branding.
#6: Humor, inspiration, excitement, and entertainment are an important part of the Bedsider experience. We try to make our content engaging, social, and share-able. We offer a rewards program where people can earn badges and prizes just by using our site and participating in our social media channels.
#7: Bedsider is an online birth control support network that’s all about making birth control easy. Any time. Anywhere. This is the website's home page and we think you’ll see that Bedsider looks and feels different than anything else out there in the world of contraception
#8: Bedsider was launched in November of 2011 with an Ad Council PSA campaign. In two years there have been more than 4 million visits to the website. Best traffic is from search because they are looking for us. Here’s how we think about audience. [Go over numbers on slide.]Impressions= all ad impressions on TV and websitesEngagement= website visits, video views, social media interactionsAcquisition= people in constant contact, members, followers, app downloaders, etc.Funnel helps us determine ROI for certain efforts.
#9: Bedsider was launched in November of 2011 with an Ad Council PSA campaign. In two years there have been more than 4 million visits to the website. Best traffic is from search because they are looking for us. Here’s how we think about audience. [Go over numbers on slide.]Impressions= all ad impressions on TV and websitesEngagement= website visits, video views, social media interactionsAcquisition= people in constant contact, members, followers, app downloaders, etc.Funnel helps us determine ROI for certain efforts.
#10: This is a screen capture of our Twitter analytics dashboard. We have access to it with a paid promotion account—worth every penny. We currently spend about $15/quarter.Note the graph at the top [next slide with arrows].
#11: Note two important moments in time. First arrow is around the time we started promoted tweets and second arrow is when we hired another staff member to focus on social media.Who is interacting? Demographics? Gender is good as is geographic distribution. And the people our followers follow has improved.But they sharing and amplifying your messages? Can you see the effects?
#12: Lots of shares and motivation.
#13: High click-through and sign-ups to our newsletter.
#14: Measuring your own (and your competitors’) optimal: - Time of Day/Day of Week Combinations
#15: A bottom line analysis can be found in Google Analytics from a recent month. Here’s a picture of visitation when a website visit made sense. About 8% of our visitation is direct from social.
#16: But, mostly, we are looking for the quality engagements.1) Unique Engaged Audience (not just fans or followers) 2) Amplification (Shares, Retweets) 3) Consistent Activation (average post or tweet engagement count)
#17: And, ultimately, we are looking for quality activation without our prompting. With this kind of sharing we may be able to reach our tipping point.
#18: And, ultimately, we are looking for quality activation without our prompting. With this kind of sharing we may be able to reach our tipping point.
#19: Thank you!

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Social Media Strategy & Measurement in the Bedsider Program

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Social Media Strategy & Measurement in the Bedsider Program

Editor's Notes