Category Archives: Advertising

Smith’s Pharmacy

Rachael Headley, Julie Matthews

Smith’s Pharmacy: Your independent home-town pharmacy. One location, owned by one pharmacist who employs his daughter as a second licensed pharmacist.
Goal: Build better relationships with existing customers, increase sales, promote health and wellness
Long Term Goal: Add a second location and add two more staff pharmacists

  • People
    – Existing customers:  build loyalty
    – New customers: expose them to why Smith’s pharmacy is different and more personal
    – Reach pharmacists in the area
  • Objectives
    – Get 70% satisfaction on customer service survey
    – Get 500 people to sign up for online health community
    – Get 20 pharmacists for free online webinar
  • Strategies
    – E-mail an infographic on what common medications shouldn’t be taken together
    1. E-mail preliminary satisfaction survey two weeks before the  infographic
    2. E-mail the infographic
    3. E-mail the next survey a day after the infographic
    4. Measure the changes in satisfaction, working towards 70% satisfaction
    – Offer e-mail reminders for upcoming refills
    – Online Health Community website
    1. Allows for an “ask the pharmacist” message board anonymously or by name
    2. Allows for message boards for people suffering with the same diseases,
    serves as grief support.
    3. Measure success by engagement/interaction working towards 500.
    -Webinar for pharmacists
    1. Offering a free resource to existing pharmacists to build relationships for
    future hire
    2. “Bridging the gap between the pharmacist and the customer: becoming more
    involved with your customer”- theme of the webinar
    3. Provide information about the webinar a month in advance to the Professional
    Pharmacists Organization
    4. Work towards goal of 20 pharmacists sign up
  • Tactics/Technology
    – E-mails
    1. Ask customers for e-mails for surveys/infographic
    2. Offer to send refill reminders via e-mail
    – Online Health Community Website
    1. Create a website with an easy to remember url
    2. Develop message board structures/categories
    – Webinar
    1. Webinar software: anymeeting
    2. Create simple website using wordpress to opt-in

Mayo Clinic

What is the Mayo Clinic?

     Mayo Clinic is a non-profit hospital and research group based in Rochester, Minnesota. It is the largest first integrated non-profit medical practice in the world. The Mayo Clinic has three hospitals in the United States located in Minnesota, Florida, and Arizona, within these three hospitals, the Mayo Clinic employees more than 42,000 people. The Clinic also owns and the Mayo Clinic Health System which consists of over 70 clinics and hospitals employing more than 14,000 people. The Mayo Clinic specializes in treating difficult medical cases through tertiary care.

     Mayo Clinic spends over $500 million a year on research. The Mayo Clinic also operates several schools of medicine, including the Mayo Graduate School, Mayo Medical School, Mayo School of Graduate Medical Education and May School of Health Sciences.

     Mayo Clinic has been close to the top of the U.S. News and World Report List of “Best Hospitals” for more than 20 years. It has also been on Fortune Magazine’s list of America’s “100 Best Companies to Work For” eight years in a row.

http://www.kaaltv.com/article/stories/s3155695.shtml 

     Lee Aase is the Director of the Mayo Clinic Center of Social Media. After his day job, he serves as Chancellor of Social Media University, Global, a free online higher education institution that provides hands on training for social media.

     What the Mayo Clinic is doing to bring social media to health care:

The “Gold Standard” for Social Media   

  The Mayo Clinic has 464,915 “Likes” on Facebook, 623,000 Twitter followers, over 69,000 followers on Google Plus, and around 7,900 followers on Pinterest. The Mayo Clinic also has a Flickr, YouTube, and 6 blog posts.

     Joan Justice, author for socialmediatoday.com states that the Mayo Clinic is the “gold-standard for the use of social media by healthcare organizations.” Justice also states that Mayo Clinic is the  “most popular medical provider channel on YouTube.”

YouTube:

     The Mayo Clinic’s YouTube Channel has over 13,000 subscribers and more than 10 million views.

     Pinterest:

The Mayo Clinic’s Pinterest Page has 20 Boards consisting of health related topics.

 Social Media Center:

                       The aspirations of the Mayo Clinic are intentional that they have a center for a Social Media Center. This center is offered in ordered that the correlation between patients as well as employees may be expressed through the medium of social media.

                       The Mayo Clinic website states, “Mayo Clinic believes individuals have the right and responsibility to advocate for their own health, and that it is our responsibility to help them use social media tools to get the best information, connect with providers and with each other, and inspire healthy choices. We intend to lead the health care community in applying these revolutionary tools to spread knowledge and encourage collaboration among providers, improving health care quality everywhere.”

Blogs

The Mayo Clinic has SIX blogs. They have a news blog, “Advancing Science” blog, two blogs for patient sharing, a “Diversity in Education” blog, and a “Mayo Clinic Center for Innovation” blog.

                       The Mayo Clinic has made sure that each special interest is represented in their blogs.

Email Marketing: Not What You Say, but How You Say it

It is clear that companies who spam via email have given email marketing a bad rap. However, studies show that email marketing is still the number one cheapest and most effective way to contact the masses.

It’s rather funny to think how important just one or two lines in an email can be. It could be one or two lines too long, or maybe those few sentences just aren’t appealing enough to your potential consumer. Each sentence you put (or don’t put) into the body of an email is crucial to keeping your prospective customer hooked.

As most people have heard since they were a kid, “the first impact you make on someone is the greatest,” it goes the same for hooking potential customers while sending that first welcoming email.

I have reached out to the rookie social media search engine site, Quora for feedback to find the best welcome email ever received.

https://www.quora.com/What-is-the-best-welcome-email-you-have-ever-received

Email Marketing vs Social Media

http://www.smartinsights.com/email-marketing/email-targeting/email-marketing-vs-social-media/

Is it a knockout or a points decision?

Last year Mark Zuckerberg spoke out against email marketing claiming that in the future, email will be replaced by message-based services such as Facebook. While it’s true that we now have more choice when it comes to our preferred method of communication, this doesn’t mean that email no longer has a place. In fact, research has shown that the use of email in our marketing and CRM activities has grown significantly over the past few years. And let’s not forget that in order to sign up to Facebook you still need an email address.
According to a report produced by Royal Pingdom, Internet 2011 in numbers, there were more than 2.2bn email users in 2011 and 3.4bn email accounts, this figure growing by 500m. According to Radicati, this number is expected to grow to 4.1bn by the end of 2015.

There is always a tendency when new technologies come along to throw out the old in favour of the new. Email is often seen as out of date and its value diminished by the exciting opportunities that social media appears to open up.

Of course it’s essential to build in emerging channels to our marketing strategies to keep us in contact with our growing audiences but as its true that marketing cannot rely on digital alone, so it is that we need to ensure we are maximising all channels we have at our disposal. And while social is a constantly changing environment, email remains a core feature in our everyday lives and has proved its effectively time and time again.

While social media can be great for raising a brand’s profile, most consumers still respond better to offers made in an email. In this sense, social media is the tool that acts to warm up the audience with email coming in to close the deal.

Like anything, email must evolve to remain relevant and we have already started to see some more social elements in its functionality. However most of us would be hard pushed to imagine a world where we carry out our business transactions through Facebook Messenger or MSN chat or request our bank statements be IM’d to us each month.

Abi Clowes, Head of Marketing at Pure360 says “As a marketer I see social as another channel to send messages through – no different to mobile or email, it’s great that it expands our reach and allows us to target the person not just the title or consumer. As Pure360, we are seeing huge growth in the number of emails sent out each month, certainly not a decline. We’re talking 3 billion emails being sent a year. In addition we’ve taking steps to better integrate email and social campaigns so people can send their messages regardless of channel.”

Dave Choplin, Head of Microsoft’s Envisoneers team agrees,

I think that email is dead when it comes to social media in the same way that snail mail was dead when it came to email. Time and again, it’s always the same thing. Enter the bright shiny new technology stage right, therefore old boring technology must exit stage left.

When all we had was email we would use email for everything.

Now we’ve got this wonderful selection of different kinds of communication. What’s nice is that our email starts to be for those communications that do truly need the kind of functionality that email offers.

The key thing for me is to dispel the myth that a lot of social media ‘luvvies’ would have you believe, that email is dead. Everything has its place and it’s really understanding which is the right tool for the job.”

If you’re looking for some clear and helpful guidance to maximise on the success of our email marketing, check out our Email Best Practice Guide as well as our Podcast Episode 43 where we talk to Sean Duffy, Principal Email Marketing Consultant for Emailcenter.

To answer the question we posed at the start of this post, Hostpapa has created an interesting infographic comparing email and social across 5 major success factors; Benefits, Growth, Usage, Reach and Features with an interesting, but maybe not unexpected result.

Google+ & StumbleUpon

Google+

for Business, Branding & Professional Success:
–Ads- can reach users all over the web to help the business drive conversions. Choose from text, image, and video formats to communicate the message wanted.                   –With the Placement Performance Report, businesses have visibility into where all their ads appear.
Apps

StumbleUpon

StumbleUpon: a highly personalized traffic website based on your interests that is served to you when you are actively looking for new sites to discover.

-Directing StumbleUpon traffic to your site: Figuring out the category that your business will fit into- food, clothing, travel, etc.
StumbleUpon traffic is generally much more gradual. In one particular example, Neil Patel explains that StumbleUpon drove 17,209 visitors to his site in 25 days.

-Sponsoring your site on StumbleUpon: 10 cents a visitor

We like ‘Likify’: How this new social media tool is improving engagement

What is Likify?

You’re walking through the mall just browsing the window displays one afternoon with your friends. You come up to the Sephora (or Foot Locker for you guys) and you see a code on one of the posters. Curious, you pull out your iPhone and scan it. The code takes your to a page where you can ‘like’ the store. Why not, right? So you like the page and all of a sudden a discount pops up on the screen so naturally, you enter the store and reap the benefits of participating in the new social media tool, Likify.

Likify allows consumers to connect to social networks through individual products. No longer do we have to log into our social media platforms to find the products and brands we like, but we can simply ‘like’ by scanning the Likify code, similar to a QR code, with our mobile device.

By making the ‘liking’ process quicker, easier and more interactive, the likelihood of engagement increases, allowing your product to be spread even farther across multiple social media platforms.

Consumers can share products in the following ways:

  • Like on Facebook
  • Share on Facebook
  • Reply on Twitter
  • Add as friend
  • Attend event

How can you use it?

  1. First, enter details to generate the Likify code.
  2. Select social media actions that will be available to the person scanning the code.
  3. Track activity such as likes, shares, influence generated by Likify.
Example of how Likify tracks engagement.

Businesses can customize their Likify landingpages by:

  • Design your own home screen with your company’s logo and personal graphics
  • Add a short explanation for your customers who scanned the code
  • Add a YouTube movie to your landingpage to enhance the experience
How you can optimize your Likify landingpage.

Who is using it?

  • EA
  • Nike
  • Sephora
  • House of Blues
  • Carved Records
  • Social Local Media

See how they’re using it here.

Ali Thurwachter and Josh Sizemore

Jimmy Choo: a Social Media plan that fits

Jimmy Choo is a high-end, designer shoe and accessory brand. Anyone who considers themselves a shoe-lover knows Jimmy Choo. Their company is based on being seen and being looked at, so their social media platform is centered on visual elements. Their target audience is not for average people, it’s celebrities, socialites and the high fashion world. At this point in their brand’s life, they don’t need to self promote for people to know the name Jimmy Choo.

“Jimmy Choo encompasses a complete luxury lifestyle accessory brand with women’s shoes, handbags, small leather goods, sunglasses and eyewear.”

How does Jimmy Choo use Facebook?

Click picture to go to Jimmy Choo's Facebook page.
  • They are using the updated “timeline” profile.
  • They have 994,389 likes and a current “talking about this” number of 53,365.
  • Page features pictures of celebrities wearing their products (for example, they have a Jimmy Choo at the Oscars post)
  • Page includes updates featuring the latest arrivals to their store.
  • On Valentine’s Day they featured bags and shoes that men could buy for their significant other.
  • Their most popular week on Facebook was the week of February 19, 2012.
  • Their most popular city is London, England, United Kingdom.
  • Their most popular age group is 18-24 year olds.
  • Their facebook page is currently on an upswing in popularity.
  • They have multiple albums featuring quality photographs of their products on display and being worn by models and celebrities.

How do they use Twitter?

Click picture to go to Jimmy Choo's Twitter page.
  • Twitter background matches banner on Facebook.
  • They retweet people who are talking about and posting pictures of their products.
  • They tweet a lot of pictures of celebrities “spotted in Jimmy Choo”.
  • They only tweet two or three times a day on average.
  • 67,797 followers vs. the 771 people they are following.
  • They follow people related to their business like Vogue, Vanity Fair and Saks Fifth Avenue.
  • Don’t tweet often on weekends. Tweet mostly between 9 am and 5 pm London time because that is where the majority of their customer base lives.

How do they use Youtube?

Click picture to go to Jimmy Choo's Youtube channel.
  • Have quality videos advertising their products and new lines. Refer to some of them as “short films”.
  • They have 5,124 channel views.
  • They have 116,971 total upload views.
  • They have 429 subscribers.

How do they use Foursquare?

Did a “scavenger hunt” to promote the launch of their trainer collection where the trainers checked into over 100 upscale locations around London. In 3 week, over 4,500 people participated with the hopes of winning a pair for themselves. During the campaign, the percent of in-store trainer sales went up 33%.

View slideshow of the promotion here.

Analysis via Mashable.com:

“Jimmy Choo has emerged as a category leader in social media, thanks in large part to its spring Catch-a-Choo Foursquare campaign that had women running all over London to secure a pair of the company’s new line of trainers (or sneakers, in American speak).”

View the full analysis here.

In Summary:

Jimmy Choo’s approach to social media is simple, yet very effective. It is visual elements. People want to see their products, and they want to see famous people wearing their products. The awards season has been a great form of marketing for Jimmy Choo, and they’ve taken advantage of it by posting pictures of celebrities wearing their products. They don’t overwhelm their audience by posting too much or filling up their newsfeed, but they know what their audience likes for when they do post. For a designer brand in the fashion world, it’s all about being seen. That’s what Jimmy Choo utilizes: well-done and aesthetically pleasing images and videos.

Lauren Schneider and Ali Thurwachter