How Advocate Health Care brings the power of social video to life Sarah Scroggins Social Media Manager @SarahAScroggins @AdvocateHealth
Today s Objectives Bringing the right teams together and show them the value of video for social channels. Using metrics to influence the content production. Merchandising videos across all of your marketing and communications mediums.
Advocate Health Care is the largest health system in Illinois.
What makes content memorable? 1. Storytelling 2. Emotions 3. Relatable
Why video 1. By 2017, online video will account for 74% of all online traffic (KPCB). 2. 55% of people watch videos online every day (MWP). 3. 65% of video viewers watch more than ¾ of a video (Syndacast).
Why video in health care 1. One in 20 Google searches are for health-related information. (Google) 2. The most accessed online resources for health related information are: 56% searched WebMD, 17% used Facebook, 15% used YouTube, 13% used a blog or multiple blogs, 12% used patient communities. (Mashable) 3. Parents are more likely to seek medical answers online, 22% use Facebook and 20% use YouTube. Of nonparents, 14% use Facebook and 12% use YouTube to search for health care related topics. (Mashable)
5 keys to success 1. Audit 2. Analyze 3. Right people 4. Research 5. Set standards and guidelines
1. Audit Reviewed current video content Looked at where we were using video Understood our marketing goals for video Determined who was asking for video
2. Analyze Determined the platforms with greatest need for video Took a deep dive into our YouTube and Facebook video analytics Focused on our top viewed videos
What we found Most people dropped off on average at 37 seconds of a 60 second video. More than 80% of viewers were watching our Facebook videos without sound. Videos with captions had higher viewthrough rate. Natively uploading videos to Facebook increased our viewership. The highly UNproduced videos saw more engagement.
3. Bring all the right people to the table Public affairs, social media, digital marketing, marketing and production. Understand everyone s needs and goals. Show them the stats and figures
4. Do your research What makes people watch a video? What makes you watch a video? What tools do you need to make videos quickly and social-friendly? What are the behaviors of your audience?
5. Set standards & guidelines All videos must be limited to 90 seconds or less (30 to 60 seconds preferred) Must have captions Condensed version available for YouTube pre-roll Avoid talking heads when possible B-roll and strong visuals to support story
Key Takeaways The social team must always be at the table Highly-produced is not always the way to go Must test and learn Analytics are key knowing the data will save you time, too!
Examples
Vito s Story
YouTube Time: 1:45 Views: 1.4K
YouTube Time: 31 seconds Views: 24K
Merchandise & Extend Digital & Social Marketing (organic and paid): Facebook, Instagram, Twitter & YouTube pre-roll ads Website Heart CT Scan promotions direct mail, email, etc. health enews Media
Facebook 35K Views
Dominique s Story
YouTube 43,207 Organic Views
Packaged for social Provided video with logo watermark to all media outlets Provided video links with media pitch Facebook video and Facebook Live press conference embedded into websites Pitched to all major viral social channels
Results 1.6M views! Facebook Video Views: 6.7M Earned Social: $335,000 Top Social Outlets: NowThis, Buzzfeed Health, Buzzfeed News, AJ+, IFL Science, Little Things, SBS News, Live Science, Circa, Vocativ and MANY more! Advocate video shared on: NBC, 9 News Australia, Live Science, Heavy, Yahoo News, LittleThings, iheart Radio, ORF, Kleine Zeitung and many others!
Jessie s Story
Facebook 1:09-33K Views
Merchandise & Extend Simple video created with b-roll and photos (imovie) Social (organic and paid): Facebook, Instagram, Twitter & YouTube Internal communications health enews Media Footage used on ABC
Key Learnings Tips to transform the way you produce videos Working with internal teams to show the power and statistics of social video Leveraging a small (or big) team to create engaging content without the professionals Ways to get others to think social first when it comes to videos
Questions?
Connect with us: @advocatehealth @advocatehealth @advocatehealthcare Sarah Scroggins @SarahAScroggins