Social Media Updates – June

Facebook


Video Cover Photo Feature

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In April, Facebook tested uploading videos as cover photos on Facebook pages, and has now expanded this feature to select pages. The specifications for video cover photos are 820 x 312 pixels and 20-90 second videos that will auto-play and auto-loop on mute. More >> 

Facebook Providing “Landing Page Views” Ad Metric

Facebook will soon provide better click data from business website links included in Facebook Ads through the new “Landing Page Views” metric. Here’s what you need to know:

  • Previously, if a user clicked a website link in an ad, but ended up back tracking or not landing on the page due to load time, that click would still be counted as a click to the advertiser’s site.
  • With the “Landing Page Views” metric, the click is tracked if the advertiser’s site is actually loaded, providing a more accurate metric to weed out unofficial clicks.
  • Advertisers can prioritize the “Landing Page Views” metric by selecting Facebook’s traffic ad objective.

According to Marketing Land, some other metrics coming down the pipeline include distinguishing new website visitors from returning visitors and deeper Page discovery and follower metrics, for example, how many followers were gained through organic posts versus ads. More >>

Discover Tab Rolled Out on Messenger

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Facebook Messenger is officially rolling out the Discover tab to better connect users with business chatbots and accounts. Here’s what you need to know:

  • The tab is organized into sections – recently used and featured – and then further broken down into broad categories like finance and education to encourage user discovery.
  • The “Automated Messaging” tag below the account name lets the user know if a business account is a bot. If the account does not have this tag, it is a business account that has staffers on the other end answering queries.
  • The Recently Used section only includes business accounts and bots that a user has messaged, not business pages that the user likes or follows.

As Facebook looks to expand business-bot availability and functionality within their Messenger app, more opportunities and potential will follow for a better integration with our facilities. More >>

 

Instagram


Incorporate Links in Stories to Drive Web Traffic

Instagram slowly and quietly began rolling out link incorporation in Instagram Stories to all business Instagram accounts (as opposed to just verified accounts) with 10,000+ followers in May, and many businesses and publishers have seen solid metrics. If you have Instagram incorporated into your social strategy, here’s what you need to know:

  • So far, this link incorporation has proved effective, with some brands and publishers finding that 15-25% of users who view that story are swiping up.
  • Link incorporation does not correlate to a Story’s performance (algorithmic ranking).
  • One publisher found that viewers favored site links that open within Instagram’s in-app browser, keeping the user in the Instagram app.

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Using a combination of link incorporation in Instagram bios and Stories makes Instagram a social media source referral contender, so consider adding links into your Instagram Story content if you have the required following. More >>

Instagram Adds Live Video Replays

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Instagram added the ability for users who go live to share live video replays on their Story for 24 hours. This option appears on the end screen of a live broadcast, along with the ability to save the video, allowing users to consume and discover live video on Instagram longer.

Instagram also reported 250 million daily active users, up from 200 million in April. More >>

Snapchat


New Feature “Snap Map” Rolled Out

Snap Map allows users to share their location on an interactive map for friends to see where they are and potentially meet up. Here’s what you need to know:

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  • A user can share their location with all friends, select friends or can go in “Ghost Mode” and not share their location with anyone.
  • If a user shares their location, or has location services turned on for the app, snapchats can be added to local stories for events or popular locations that appear on the Snap Map.
  • There is a heat map feature integrated that indicates where a high volume of snap stories are being uploaded in that location.

For now, there are no ads incorporated into Snap Map, but with the potential for ad revenue from this new feature, ad opportunities will probably be soon to follow. More >>

Snapchat Announces New Ad Features

Snapchat announced several new features to their ad capabilities that accommodate businesses with smaller budgets and less creative resources. Here’s what you need to know:

  • Small businesses now have the access and ability to buy and manage ads using a new Ad Manager tool.
  • Snapchat is launching a tool that allows businesses to create video ads quickly and easily, all in a web browser. This platform called Snap Publisher is launching in July.
  • Snap Inc. is also launching a Certified Partners program that connects businesses looking to create ads with agency partners who will work with them on creating video ads optimized for Snapchat.

These new features will make advertising on Snapchat easier and more affordable for facility and service line marketing campaigns. More >>

Snapchat: Where Your Next Customer Lives

By: Stacy Acquista

If you are subscribed to any marketing trends newsletter, you may have noticed Snapchat popping up in all of your subject lines within the past few months as the next big thing. Snapchat is currently the fastest growing social network for American millennials, with 60% of 13-to-38-year-olds having an account (source: Forbes, Jan. 2016). As the largest generation in our history is starting to require healthcare services for themselves and their families, your hospitals have the opportunity to engage consumers in a platform where 100 million active users spend an average of 30 minutes per day (source: Business Insider, March 2016). Millennials are now representing the largest population with purchasing and healthcare decision power for multiple generations within their households. We need to be part of the conversation within this growing platform where a captive audience lives daily.

What is Snapchat?

Snapchat is a popular mobile messaging application that allows users to share photos, videos, texts, chats and drawings with their friends and followers for 24 hours of viewing. After that time period, the photos and videos automatically erase. Additionally, users can choose to follow their favorite brands’ interactive channels. Although Snapchat was originally a trendy application geared toward teenagers, the recently added features have propelled the platform into a much broader space with advertising potential. Established brands including General Electric, Gatorade and the New York Times are using Snapchat branded channels and filters to connect with their customers with very low-cost, highly personalized content.

Snapchat 101

Below is a breakdown of the six main features for Snapchat users within the application:

  1. Snaps

Snaps can be a photo or video sent in a message to another user that can be viewed or played for up to 10 seconds. Photos and videos can be viewed multiple times over the 24-hour period, with the user being notified each time someone views their snap or if a screenshot is taken.

  1. Geofilter

By swiping to the right of a photo or video, you can add custom filters to enhance your snap including location, temperature and speed filters. There are many advertising opportunities within the geofilter function for brands:

Lens

On the more popular spectrum, Snapchat utilizes facial recognition software filters to brand your face with a superimposed digital image. Animations are activated with mouth or eye movement, such as the popular rainbow mouth and dog ears samples seen below.

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On-Demand Filter

One of the newest features is an on-demand geofilter, which allows a brand to geo-target a group of Snapchat users within a specific location for a set amount of time for a minimal cost. For example, if your hospital is hosting an anniversary celebration, you can create a customized geofilter and encourage attendees to share it on social media for their friends and families to view. Within this feature, brands are providing a personalized experience that can be shared with multiple users in a visually stimulating exhibit that is actively on the user’s phone and inside the third most used application (Snapchat, 2014).

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Sponsored Filter

The most expensive option for brands is to own a sponsored filter, ranging in $500,000-$700,000 category depending on the reach. This temporary branded filter is featured as the first of the lens options and is often used for special events such as movie premiers and product launches. This can be customized by time period and location similarly to an on-demand filter, but with a higher reach due to the placement within the lens category. Some examples of the most popular branded placements are below.

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  1. Chat

Users can send chat messages to specific users similarly to other chat applications.

  1. Stories

This function allow users to piece together a collection of photos and videos strung together to form a story visible for 24 hours.

  1. Discover

These are 20 dedicated channels for major media publications who have an agreement with Snapchat to publish a daily Discovery Story. Major brands include Buzzfeed, ESPN, Food Network, CNN and Mashable. Below is a chart highlighting the reach and success of each channel (source: Variety.com, 2016):

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  1. Live

This feature allows the Snapchat team to string together snaps from individual users into one long storied snap. It is usually focused on special events and holidays around the world.

Statistics

Here are some quick facts and statistics to know about Snapchat:

  • Founded in 2011 and headquartered in San Francisco, CA
  • There are 200 million users total on Snapchat
  • There are 100 million active users daily
  • More than 20,000 photos are shared every second
  • 70% of Snapchat users are female
  • 60% of smartphone users ages 13 to 24 are on Snapchat
  • User spend an average of 25-30 minutes daily on the app
  • Snapchat reaches 41% of all U.S. 18 to 34-year olds vs. 6% via TV networks
  • Facebook has attempted to acquire Snapchat for $3 billion in the past, but was declined
  • Snapchat is currently valued at $18 billion

(Sources: Omnicoreagency.com, Business Insider, Hubspot, Wall Street Journal)

Branding capabilities

Snapchat can be a powerful communication tool for a brand that easily integrates with other existing social platforms. By creating meaningful visual content, brands can maintain engagement and drive purchasing decisions. The possibilities for hospitals creating engaging content are endless. Initial applications can include:

  • Patient testimonials
  • Physician Q&A
  • Day in the life of a nurse or physician
  • Contests
  • A custom geofilter for special events including hospital week and healthcare observances
  • Virtual tours of floors and units
  • Sneak peeks at grand openings and new programs
  • Behind the scenes and meet the staff footage

Measuring the Return

The most powerful from of marketing is word of mouth. That same word of mouth has extended itself beyond family and friend circles and into the world of social media for everyone to read. More than 40% of consumers use social media to help manage their health (source: Mediabistro) with 41% of people citing social media affecting their choice for a doctor or hospital (source: Demi & Cooper Advertising and DC Interactive Group).

But is Snapchat a valuable use of your limited resources and a viable social platform to provide a return on your investment? Snapchat provides usage data and demographic information regarding views and engagement. Furthermore, the campaign’s call to action can affect how brands can continue the conversation with the user on other platforms including YouTube videos, Facebook and websites.

Snapchat has recently partnered with Oracle to provide more concrete ROI data to compete with other platforms such as Facebook and Instagram. The company has also partnered with Google’s double-click to verify ad viewing and Moat to measure video ads. For brands who have tested the waters with Snapchat, 92% of ads for consumer packaged goods drove higher in-store sales (source: Advertising Age, June 2016).

The key measure of success with any campaign is to monitor a movement in consumer awareness, patient calls and patient volumes. With a tailored campaign, Snapchat is the most digitally interactive application to connect brands to its users. Similarly to other popular social media platforms, there are those brands who are at the forefront and those that risk falling behind. Our hospitals need to be present where users are looking for engagement and to exhibit technological sophistication in everything we do, including communication and advertising.

Next Steps

The first step before venturing into the branding world of Snapchat is to create your own account and start exploring. Become familiar with the functionality and navigation of the platform. Discover what content would be most appealing from the user’s experience and how you can incorporate this tactic into your marketing campaigns.

To learn Snapchat basics including setting up an account, visit Everyone Social’s page: http://www.everyonesocial.com/blog/your-definitive-guide-to-snapchat?utm_campaign=shareaholic&utm_medium=email_this&utm_source=email

Sources

http://www.businessinsider.com/how-much-time-people-spend-on-snapchat-2016-3

http://blog.hubspot.com/marketing/snapchat-best-brands#sm.0000109vp6m3gheiuuhat5f7avf5e

http://mediakix.com/2016/01/snapchat-statistics-2016-marketers-need-to-know/

https://getreferralmd.com/2013/09/healthcare-social-media-statistics/

http://www.wsj.com/articles/snapchat-how-brands-reach-millennials-1466568063

http://variety.com/2016/data/news/snapchat-content-survey-how-much-millennials-actually-use-live-stories-discover-and-more-1201736616/

http://adage.com/article/digital/snapchat-partners-oracle-show-ads-work/304526/

http://mwpartners.com/snapchat-is-now-the-third-most-popular-social-network-among-millennials/

SEM vs SEO: Friend or Foe?

By: Emily Williams

friendorfoe

SEM and SEO are two common tactics for increasing your website’s visibility online. The most common question we get about the two are “Can I just pick one tool? Can I just pay to increase my visibility through SEM and ignore SEO?”

The answer?

No.

They aren’t foes.

SEM and SEO have to work together for the tools to be successful.

Here are 5 reasons why:

Before we get started, remember that Search Engine Marketing (SEM) is paid advertising that enables listings to appear at the top of a results page. Search Engine Optimization (SEO) are enhancements made to websites that allow sites to show in the organic listings below the paid ads.

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  1. Some people hate ads.

Plenty of people click on ads in Google. But some people won’t click on a paid ad. Ever. They know it’s paid, so they skip straight to organic results. Do you really want to miss all of these users? We both know the answer to that.

  1. Why pay if you don’t have to?

SEM is a great tool for paying to increase visibility of a website if you aren’t ranking on the first page organically. However, do you really want to pay for this visibility forever if you don’t have to? Let’s say there are no competitors bidding on paid space in your region, but your organic listing is on page 2 or 3… or even below the scroll on page 1… Start enhancing your SEO now and only pay for SEM until your site hits the top organically. With no competition in the paid space, your organic listing will be the first thing people see. For free.

  1. If your SEO stinks, your SEM might stink too.

If your SEO is poor, SEM may not help. For example, an underlying reason for why a page may rank low organically is if Google deems the content of your page to be irrelevant to the user. Well, guess what? There is an SEM auction that determines whether or not your ad will appear – and just as important as the amount you are willing to pay is the relevancy to the consumer. If Google thinks your landing page is irrelevant, your ad won’t appear. You can’t just pay for visibility. You need the content to back it up.

(Pro Tip: One way that Google will deem an SEM ad as irrelevant is if people in the target area keep searching for your keywords but don’t click on the ad. This is why we recommend that you never search your own keywords just to see if your ad shows up! This actually hurts your campaign if you don’t click through. And if you do click through… you pay for that click! Your SEM account manager can help you understand the visibility of your ads without having to perform searches yourself.)

  1. SEO takes time. SEM is instant gratification.

Once you optimize a webpage organically, Google can take up to three months to re-crawl your site to register the new enhancements. An SEM campaign can begin immediately! Of course, well-run SEM campaigns take time and energy to optimize over the life of the campaign, but ads can start showing the minute you start paying.

  1. More data. More results.

The data you will gain from both SEM and SEO will help you optimize the other. For example, if you notice a high click-through rate on a specific keyword in your SEM campaign, you can use that word in your SEO tactics to optimize things like page titles, meta descriptions and overall content. The more data you have regarding your online activity, the greater the potential you have to optimize your overall digital marketing strategy.

SEM and SEO aren’t replacements. Or foes. Or enemies.

They work together. Use them as complements to help increase your visibility online.

Google Adds More Health Information: How It Can Help Your SEM Campaign

By: Emily Williams

Many people Google health symptoms before seeking the care of a provider. Because so many are seeking medical advice online, Google has expanded its health conditions database. In fact, the number of conditions in their database has more than doubled to over 900!

Just like before, searchers will see an overview of the illness, but now it will include more in-depth information, a wider range of illnesses, design changes and even a downloadable pdf for patients to take to a doctor’s visit.

For example, if a user searches for ‘Epilepsy’ on Google, the results will show something like this:

paid ads results

In addition to creating more informed patients, this new search feature can have a significant impact on your healthcare facility’s online presence.

Because there is now better medical information on Google, searchers may look to Google for health answers more often than before, moving traffic from medical websites to a Google search results page.

This is good news for your healthcare facility, particularly if you are running a Search Engine Marketing (SEM) campaign! If your facility is running a paid advertising campaign on Google, it most likely includes specific medical conditions in its keywords.

This means that if you are a neurology clinic in Edmond, OK running an SEM campaign that includes the keywords about ‘epilepsy’, your advertisement is likely to show up beside this Google health result for a searcher in the Edmond area looking for details about epilepsy. Even though the searcher is looking for information about a specific illness, he will find your facility’s information right next to the medical information if the keywords trigger your ad to appear. This creates a very short action plan for the searcher! If he is concerned that someone in his family may have epilepsy, he googles it. Once he reads the symptoms on the Google search results page and confirms that the symptoms are clear, he doesn’t have to search again for what his next step is. Your contact information is right there beside the results!

With more people turning to Google for medical information, your SEM campaigns are likely to benefit from the traffic!

Marketing Your Physician Practice With Video

In our previous post, 6 Reasons Not To Ignore Video Marketing, we listed 6 compelling statistics to illustrate the importance of video marketing. Online videos, specifically in healthcare, offer a unique way for physicians and practices to establish a connection with prospective patients. Research from the Mayo Clinic suggests that when choosing a doctor, patients look for personality traits such as confidence, empathy, compassion and kindness, which can be difficult to convey via traditional marketing channels.  Video, on the other hand, is a great platform to showcase your physicians’ personalities and the culture at your office. Below are two great examples of a practice using video marketing to engage prospective patients.

14 Online Marketing Terms You Need to Know

Online marketing has its own language – much of which can be confusing and constantly changing. Check out this list of fourteen important online marketing terms to know:

  1. Address Bar – This describes the text box at the top of an Internet browser used to enter a website’s *URL. *see #14 for definition of URL
  2. 1Dashboard – The dashboard is the homepage on a website or social media page giving the admin access to different elements of the site’s functionality. For example, when you log in to your Google my Business dashboard, you can check your listing’s insights and reviews and edit your practice information.2
  3. Dynamic Content – You create dynamic content when you consistently refresh the content you post on your social media profiles to keep your audience engaged. Examples of dynamic content include pictures, videos and audio.
  4. Engagement – Engagement is the interaction between your business and consumers on social networks. For example, Facebook engagement includes likes, comments and shares, while engagement on Yelp happens when a user leaves a review.
  5. Insights – Insights help you better understand how to measure the number of clicks, followers and likes you are receiving on your profiles over a certain period of time. By evaluating insights, you can better strategize on how to increase your engagement.
  6. Keyword – Keywords are specific words used to describe your business, services and location. Using the appropriate keywords related to your business will help ensure you rank higher in search results.
  7. Platform/Outlet/Channel – A system that manages content. For instance, WordPress is a platform that manages a community of blogs.
  8. Reach – Reach is the potential audience that will see a post based on how many followers/likes you have. 3
  9. Search Box – Search boxes are found on websites and allow users to search for content on that site.4
  10. Social Media Monitoring – This term refers to the act of paying attention to what is being said online about your business and responding to it, when necessary.
  11. Tag – Indicates or labels what your content is about.5
  12. Traffic – This refers to the visitors who visit a website or social media page.
  13. Trending – A word, phrase or topic that is popular online at a given moment.6
  14. URL – The technical term for a web address. (e.g. www.promotemypractice.net)