Presented to the the Ragan Communications' "Best Practices in Public Relations Conference" on Dec 1, 2011 at the Kaiser Permanente Center for Public Health in Washington, DC.

1. Measuring
the ROI of your
communications plan
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2. About me
• Director, Digital Marketing and
Communications, Inova Health System
• Six hospital not-for-profit system serving
the Washington DC area
• Advisory Board Member,
Mayo Clinic Center for Social Media
• Worked for more than 100 hospitals/
physician practices
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3. People generally
don’t care
(or pay attention)
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4. Continuum of “I-Don’t-Care”
Don’t Care Care somewhat
Care deeply
(not engaged) (kinda engaged)
g Op inions
S harin
esearching
R
iscovering
D
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5. Social media help establish relevance
Building trust throughout the “Continuum of I-Don’t-Care”
Facebook
Gowalla
Forums
Twitter Flickr
SMM UStream Yelp!
Digg
SlideShare LinkedIn Local Angie’s List
Tumblr Amplify Listings
Microsites g Op inions
Foursquare User S harin
Groups
YouTube esear ching
BlogsR
iscovering
D
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6. New communication equation
People generally don’t care (or pay attention)
+ Forced to do more with less
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7. 7

8. New communication equation
People generally don’t care (or pay attention)
+ Forced to do more with less
+ Traditional communication efforts aren’t working
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9. http://www.voltierdigital.com/wp-content/uploads/2011/11/Inbound-Marketing-Rising.png
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10. New communication equation
People generally don’t care (or pay attention)
+ Forced to do more with less
+ Traditional communication efforts aren’t working
+ Social media has changed everything
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11. Quick poll...
How many of you have or use..?
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12. You are not alone:
• 1/13 people on Earth
• 700 million users
• 2nd largest search engine
• 15 min/day on average
• 13% of all online adults
• Doubled in use over past year
• 44 million users in US
• 17.8 million users in Groups
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13. New communication equation
People don’t care (or pay attention)
+ Forced to do more with less
+ Traditional communication efforts aren’t working
+ Social media has changed everything
-----------------------------------------------------------
= We have to do things differently
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14. Social media shouldn’t
force us to be
transparent...
We should.
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15. The cornerstone = Trust
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16. Social networks and
communication mediums are
how we connect.
Topics of interest are
why we connect.
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17. 17

18. MyHealthybaby.org
• 1200 clicked on “Find a Doctor”
• 1500 clicked on other call to actions 18

19. Why should we measure?
"To measure is to know."
“If you can not measure it,
you can not improve it.”
Lord William Thompson Kelvin
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20. What can (or do) you measure?
• Media placements and impressions
• Readership/viewership
• Friends, fans & followers
• Reach, relationship & reputation
• Strength, sentiment & passion
• Word of mouth
Where’s
the beef
(ROI)?
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21. Is ROI truly “ROI”?
• Return on Results (ROR)
• Return on Opportunity (ROO)
• Return on Engagement (ROE)
• Return on Participation (ROP)
• Return on Attention (ROA)
• Return on Trust (ROT)
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22. ROI should always be tied to $$$
“Social Media ROI reflects any other marketing-related ROI:
the net financial revenue to the organization from the effort,
after having accounted for the effort's costs.
FI-NAN-CIAL
money
dough
bottom line
coin
or, as I like to call it,
ROI”
- Chris Bevolo (www.ChrisBevolo.com)
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23. ROI = (financial gain/savings - cost)
cost
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24. Contrary to
popular belief,
there is ROI in
everything
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25. If you’re not
impacting one
of these...
...why
bother?
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26. Driving growth
• Identify key growth drivers
• Target “communities of interest” around these growth areas
• Use strong call-to-actions that you can measure
• Drive activity to conversions
• Tie all activity to financial measurements
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27. Promoting weightloss via Facebook
• Identify Facebook audience in No.VA interested in
weight-loss
• Create two ads promoting bariatric seminars
• Direct ads to landing page
• $479 monthly spend
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28. The results:
• Over three month period: 296 clicks/month
• .03 CTR (average CTR for Facebook PPC is .02)
• $1.62/click
• 30 seminar registrations
• 23% seminar registration/surgery conversion rate
• Average $3,000 contribution margin from surgery
• $20,700 profit originated from campaign
• $1,437 spend over 3 mo’s
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29. Calculating ROI
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30. Wait a second...
you didn’t tell me there
was going to be any math!
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31. Lowering marketing/communication
costs
• Aggregate and populate (“be everywhere”)
• Train spokespeople on social media best-practices
• Train social media staff on media handling
• Remember: communications is different than marketing
• Emphasize story-telling
• Gather stories from customers; encourage them to share
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32. Viral promotion of back pain lecture
• Dec 2010 – Back Pain lecture held by Spine Surgeon
• Event live-streamed and live-tweeted
• Watched by over 200 viewers online
• 200K impressions
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33. AVE (Advertising Value Equation)
We can't show substantive correlation between
AVE and how much is earned –
let alone the impact on customer behavior.
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34. Viral promotion of back pain lecture
Potential ROI calculation:
• Total reach of the program: 200K impressions
• 10% of actual audience will see the message*: 20,000 people
• 20% of those seeing the message will find it relevant*: 4,000
• 10% of those finding it relevant will want to learn more*: 400
• 10% of those with interest will have surgery: 40
• Average contribution margin for spine surgery/rehab: $20,000
• Total cost to promote program: fixed (let’s say $2000)
* Assumptions from historic patterns or industry-accepted response rates
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35. Another way to measure this...
• Live-stream tweet of the lecture, Dec 2010
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36. Another way to measure this...
• Jun 2011:
What’s the ROI of a tweet?
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37. Increasing satisfaction & loyalty
• Provide relevant information to “non-consumers”
• Use for crisis management & service recovery
• Educate and act transparently
• Create relevant campaigns/programs (i.e. wellness)
• Use a customer relationship management database
• Measure overall increase in revenue (correlation vs.
causation)
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38. “Someone just stole a baby
from Fairfax hospital.
WTF is wrong with people.”
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39. Using social media to promote wellness
• 7,300 registrants
• 575 Facebook followers
• 5,000 updated CRM records (2,300 entirely new records)
• 500 cross-promoted into other eNewsletter programs 39

40. Revenue through FitFor50
• 325 participants to enroll in fundraising fitness run
(ROI: $20 x 325 = $6500)
• Life-to-date utilization (contribution margin):
• “New” patients: $38,000
• “Former” patients: $274,000
• Total: $305,600
Correlated vs. Causal ROI
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41. Other ways to create interest
www.inovaheart.org
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42. Other ways to create interest
• 9,374 recipients/2,047 opens
• 55 (20.9%) clicks were in the
FAQ section about the price of
the vaccine
• 68 (25.9%) clicks were in the
FAQ section to find out where to
get the shot
• 28 (10.6%) clicks were in the
FAQ section asking who should
receive the vaccine
• 22 (8.4%) clicks were in the FAQ
section to read more FAQs
• 38 (14.4%) clicks were on the big
red find a clinic button
• 21 (8%) clicks were on the big
blue button with the phone
number and “click for more info”
language
• 9 (3.4%) clicks were to sign up
for e-newsletters
“Fight the Flu” • 7 (2.7%) clicks were to find an
Inova physician
email
• 9 (3.4%) clicks were to attend an
Inova fitness class 42

43. Measuring engagement with a Customer
Relationship Management (CRM) database
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44. CRM myths & fears ... “exposed”
• Building brand and loyalty is enough
• We don’t have a CRM system, so I can’t measure
• Math scares me
• If we measure we might find we’re not doing too well
• Measuring patient (customer) behavior is creepy
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45. “Silver bullets” to ensure success
• Build trust by being relevant
• Determine what to measure (hint: think $$)
• Create regular reports
• Promote successes; learn from failures
• There are no silver bullets
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46. Questions?
Chris Boyer
@chrisboyer
www.christopherboyer.com
@InovaHealth
www.inova.org/socialmedia
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