Margaret Shepard Shares How Mayo Clinic Built its Facebook Live Broadcast Strategy #DSMPLS

The Mayo Clinic, one of our nation’s most renowned hospitals, believes in being social. More than 100 years ago, the Mayo brothers got the social ball rolling by inviting other surgeons to come to its facility in Rochester, MN to talk and learn from one another.

Today, that sharing and learning principle continues through social media, particularly Facebook Live.

With the hopes of helping patients learn more about their health care options, Mayo Clinic knew that research showed that word-of-mouth and expert insight could make an impact. With that in mind, it began its foray into live video on social media with Periscope and eventually moved to Facebook Live.

The hook of the broadcast? Leveraging the expert insights of experienced physicians.

Last week at Digital Summit Minneapolis, Mayo Clinic Communications Specialist Margaret Shepard detailed how the organization has grown a live broadcast into a successful series featuring experts. Learn what she had to say.

The Beginnings of Mayo Clinic’s Live Broadcast Series

The inspiration for Mayo Clinic’s live series was from a rather groundbreaking event well before social media even began. Back in 2000, Katie Couric had a colonoscopy on live TV, which brought awareness to the procedure as an easy way to prevent colon cancer.

Playing off that idea, the social media team at the Mayo Clinic had an idea to promote Colorectal Cancer Awareness Month. They would do a live colonoscopy on Periscope, calling it the #ScopeScope. Three thousand people tuned in to watch a live stream of a colonoscopy.

Looking to expand on this new opportunity, the social media team identified the Mayo Clinic Children’s Center as an engaged group willing to try new technologies. Soon, Dr. Angela Mattke, a pediatrician, was tapped to host the new live stream series, which was defined by the hashtag #AsktheMayoMom and featured dialogue around children’s illnesses.

Finding the Right Audience

While Periscope had proven to be a useful broadcast tool, Mayo Clinic jumped at the opportunity to test a new medium when it received early access to Facebook Live in 2015.

With over 2 billion users, Facebook looked like a promising opportunity for the #AsktheMayoMom broadcast. To test the viability of the platform, the team did a simultaneous broadcast on both Periscope and Facebook. The test broadcast discovered a larger audience willing to view the series on Facebook, so they moved broadcast to the new platform.

Finding the Right Expertise

A bi-monthly live broadcast series was an added strain on an already busy doctor, so Mayo team tested adding a second expert doctor to the show. The added interaction and expertise took pressure off Dr. Mattke and provided additional expertise and perspective to the show. So, the team determined it would be amazing to include new, relevant voices regularly.

But finding additional experts can be time-consuming for both the show’s producers and the doctors. Margaret shared how their team developed an email outline, which made it very easy for doctors to understand the ask (sharing time commitment and information needed), plus it allowed the doctors to respond quickly.

The team prepared a strategy around the topics they wanted to highlight. The strategy contained very specific topics like congenital hand deformities to broad range topics like influenza. They realized not all topics will apply to all families, but they wanted to be sure to address many kinds of illnesses, even if the topic attracts a smaller audience.

From an influencer marketing perspective, this approach was of particular resonance to my team and I. No. 1: Relevant expertise is critical. No. 2: You need to make it easy and valuable for experts to participate. No. 3: It’s OK to personalize content (and the experts) for specific audiences.

Improving Broadcast Quality

In the early days of Facebook Live, you had broadcast from a mobile device. Today of course, the platform has since expanded the tools available, which has allowed for better quality video production.

This led to Mayo Clinic evolving their approach, steadily increase quality and production value by adding:

  • Multi-camera views
  • Use of graphics
  • Teleprompter
  • Countdown to start the broadcast

#AsktheMayoMom

They moved the broadcast out of an office conference room (between two plants not unlike “Between Two Ferns”) to a studio for better sound and a professional look.

With the better quality, the audience satisfaction has also increased, especially when it comes to audio. Margaret says that a Facebook Live from a mobile device certainly has its place still and lends itself to authenticity. She then detailed four levels of video quality:

  1. Just the phone
  2. Advance phone set-up with lighting and a microphone
  3. A computer, software and accessories
  4. A dedicated machine and TV quality production

Maximizing Exposure and Potential

The beauty of Facebook Live—like other content types—is that it can be repurposed and shared across multiple platforms. For example, the video can be added to a Facebook playlist or it can re-posted to YouTube. We’d also add that it can be turned into blog content, short- or long-form social content across channels, teaser videos, and the list goes on.

How are you using Facebook Live to market your organization? Let the Mayo Clinic inspire you to share expertise with a wider audience.

My Takeaways

Mayo Clinic’s successful broadcast started as a simple idea—and one that needed to be vetted and iterated on. It’s so important for marketers to make small bets and try new things and leverage what they learn to evolve their strategies.

But more specifically, Mayo Clinic has not only shown that live video can be an incredible way to educate, engage, and inspire your audience. But that industry experts, thought leaders, and influencers can play a significant role in that education, engagement, and inspiration.

Catch up on all our coverage of Digital Summit Minneapolis:

The post Margaret Shepard Shares How Mayo Clinic Built its Facebook Live Broadcast Strategy #DSMPLS appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

TopRank Marketing’s Ashley Zeckman Shares How to Build Consumer Trust with Influencers #DSMPLS

Ashley Zeckman Speaking at Digital Summit

Ashley Zeckman Speaking at Digital Summit

In a world of consumer distrust, especially when it comes to marketing messages, it can sometimes feel like you’re living in the “Upside Down.” Everything that you thought was true about marketing and how you engage with customers and buyers is now different. In fact, sometimes nothing seems to make sense anymore.

In fact, Edelman found that less than 50% of U.S. consumers trust brands. In her Stranger Things-themed presentation at Digital Summit Minneapolis, TopRank Marketing’s Ashley Zeckman addressed the current state of marketing affairs and offered insight into ways that brands can improve trust and connect with their buying audience.

What’s her advice on changing the narrative and winning back the hearts and minds of customers? Partner with influencers to create credible content that can change the day and save the world. Stranger Things have happened, right?

Enter the Age of Influencer Marketing

Even though trust in brands is falling, there’s still hope. Demand Gen Report discovered that 68% of buyers prefer credible content from industry influencers. And yet, only 24% of marketers are partnering with others to expand their reach (MarketingProfs & CMI). This means that NOW is the time to find your influencer partners to better reach your audience. How? Here are some key considerations.

Defining Topical Focus

In every industry, there will be recognizable experts who are sought after by many. But there are two questions that you should ask yourself before digging into who you want to partner with:

  • What topics are most important to my buying audience?
  • Which of these topics align best with the expertise of my organization?

Ultimately, you’ll want to partner with influencers whose expertise and published content aligns with your answers to the questions above. 

Identifying the Best Influencer Fit

But what types of influencers does it make the most sense to collaborate with to achieve your goals? Below are examples of five main influencer archetypes. As Ashley explained, each influencer category represents a different benefit or need to map to your content objectives:

  • Brandividual: A recognizable individual with a large reach
  • Up-and-comer: An individual gaining momentum as a recognized industry expert and someone who is very motivated to collaborate
  • Niche Expert: A knowledgeable expert on the topic with good relevant content for the audience
  • Internal Expert: An internal thought leader within your brand or company
  • Customer: Someone who fits the ideal customer profile and can help both themselves and brands in the content

Influencer Alignment

The next step is to determine what qualities you are looking for most in influencer partners. Every brand will have slightly different influencer qualities that matter most, based on what they’re looking to achieve. Some of the common qualities that we find our customers look for most include:

  • Real-life experience
  • Reputable
  • Knowledgeable
  • Network size
  • Good on camera
  • Practical advice

Matching the Objective

The objective of your campaign drives the types of influencers you will most want to engage. For example, if your campaign is looking to attract new prospects, brandividuals and internal experts often fit the bill.

For engagement-based objectives, a mix of types of influencers will be your best option to bring in the audience, but then dive deeper into the content than an attraction campaign.

A conversion campaign or program demands more expertise, so the niche expert and the customer will be able to speak to the audience and engage them to consider action.

The Influencer Experience

Being thoughtful about how you want to interact and nurture influencers is key, Ashley said. She reminded the audience that a series of ongoing touchpoints designed to offer value to the influencer. An  ongoing approach to influencer nurturing will build a solid foundation over time that provides both the brand and the influencer with a meaningful reward.

Examples of Influencer Marketing in Action

But what does successful influencer marketing look like in real life? Below are a couple of examples Ashley shared in her presentation featuring a couple of the programs our team has developed for clients.

Co-Creating Content Based on Customer Demand

For our client Prophix, the TopRank Marketing team conducted extensive keyword research to identify the biggest need in the marketplace. What this research showed was that finance executives are searching for ways to looking for ways to up the value of their presentations create more compelling experiences using real-time data.

This campaign included a tactical mix of long-form blog content, an SEO-driven anchor landing page, social media promotion and influencer activation.

Explore the experience here:

High-Level Program Results

  • 54% above industry video views benchmark
  • 150% above conversion benchmark
  • 261,000 reach from influencers

Connecting with a Niche Audience

Alcatel-Lucent Enterprise (ALE) not only wanted to build brand awareness within the IT network and IT communications space, but also nurture relationships with new and potential prospects. This led to the development of the IT Vanguard Awards, aimed at highlighting the amazing work that IT leaders were doing to improve business outcomes and the customer experience.

This was designed as a two-phase campaign. Phase 1 began with architecting the awards program and launching the nominations window. This phase featured an expert judges panel, who helped to promote the awards. Additionally, there was a paid social effort and internal ALE champions promoted the awards and nominated IT professionals. 

For Phase 2, after judges review, 11 honorees were announced within an interactive experience, highlighting their contributions, lessons learned, and advice to other IT pros. The experience was supported with additional blog content, and was coupled with an off-line experience in which honorees were hand-delivered awards certificates.

ALE IT Vanguard Award Results:

  • 446% above pageview benchmark
  • 15 conversions to learn more
  • $3 million in estimated pipeline

So, What Would Eleven Do?

When you are faced with content hurdles, how can you turn them upside down to become influencer opportunities? Consider the impact you could have on your content and overall brand campaigns.

Influencer marketing can elevate your campaigns to a completely new level. You might think the cost would be too much, but consider the cost of not utilizing influencers? That’s a true Upside Down world.

For more marketing tricks and tips, stay tuned here for updates from Digital Summit Minneapolis (#DSMPLS). 

The post TopRank Marketing’s Ashley Zeckman Shares How to Build Consumer Trust with Influencers #DSMPLS appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

TopRank Marketing’s Ashley Zeckman Shares How to Build Consumer Trust with Influencers #DSMPLS

Ashley Zeckman Speaking at Digital Summit

In a world of consumer distrust, especially when it comes to marketing messages, it can sometimes feel like you’re living in the “Upside Down.” Everything that you thought was true about marketing and how you engage with customers and buyers is now different. In fact, sometimes nothing seems to make sense anymore.

In fact, Edelman found that less than 50% of U.S. consumers trust brands. In her Stranger Things-themed presentation at Digital Summit Minneapolis, TopRank Marketing’s Ashley Zeckman addressed the current state of marketing affairs and offered insight into ways that brands can improve trust and connect with their buying audience.

What’s her advice on changing the narrative and winning back the hearts and minds of customers? Partner with influencers to create credible content that can change the day and save the world. Stranger Things have happened, right?

Enter the Age of Influencer Marketing

Even though trust in brands is falling, there’s still hope. Demand Gen Report discovered that 68% of buyers prefer credible content from industry influencers. And yet, only 24% of marketers are partnering with others to expand their reach (MarketingProfs & CMI). This means that NOW is the time to find your influencer partners to better reach your audience. How? Here are some key considerations.

Defining Topical Focus

In every industry, there will be recognizable experts who are sought after by many. But there are two questions that you should ask yourself before digging into who you want to partner with:

  • What topics are most important to my buying audience?
  • Which of these topics align best with the expertise of my organization?

Ultimately, you’ll want to partner with influencers whose expertise and published content aligns with your answers to the questions above. 

Identifying the Best Influencer Fit

But what types of influencers does it make the most sense to collaborate with to achieve your goals? Below are examples of five main influencer archetypes. As Ashley explained, each influencer category represents a different benefit or need to map to your content objectives:

  • Brandividual: A recognizable individual with a large reach
  • Up-and-comer: An individual gaining momentum as a recognized industry expert and someone who is very motivated to collaborate
  • Niche Expert: A knowledgeable expert on the topic with good relevant content for the audience
  • Internal Expert: An internal thought leader within your brand or company
  • Customer: Someone who fits the ideal customer profile and can help both themselves and brands in the content

Influencer Alignment

The next step is to determine what qualities you are looking for most in influencer partners. Every brand will have slightly different influencer qualities that matter most, based on what they’re looking to achieve. Some of the common qualities that we find our customers look for most include:

  • Real-life experience
  • Reputable
  • Knowledgeable
  • Network size
  • Good on camera
  • Practical advice

Matching the Objective

The objective of your campaign drives the types of influencers you will most want to engage. For example, if your campaign is looking to attract new prospects, brandividuals and internal experts often fit the bill.

For engagement-based objectives, a mix of types of influencers will be your best option to bring in the audience, but then dive deeper into the content than an attraction campaign.

A conversion campaign or program demands more expertise, so the niche expert and the customer will be able to speak to the audience and engage them to consider action.

The Influencer Experience

Being thoughtful about how you want to interact and nurture influencers is key, Ashley said. She reminded the audience that a series of ongoing touchpoints designed to offer value to the influencer. An  ongoing approach to influencer nurturing will build a solid foundation over time that provides both the brand and the influencer with a meaningful reward.

Examples of Influencer Marketing in Action

But what does successful influencer marketing look like in real life? Below are a couple of examples Ashley shared in her presentation featuring a couple of the programs our team has developed for clients.

Co-Creating Content Based on Customer Demand

For our client Prophix, the TopRank Marketing team conducted extensive keyword research to identify the biggest need in the marketplace. What this research showed was that finance executives are searching for ways to looking for ways to up the value of their presentations create more compelling experiences using real-time data.

This campaign included a tactical mix of long-form blog content, an SEO-driven anchor landing page, social media promotion and influencer activation.

Explore the experience here:

High-Level Program Results

  • 54% above industry video views benchmark
  • 150% above conversion benchmark
  • 261,000 reach from influencers

Connecting with a Niche Audience

Alcatel-Lucent Enterprise (ALE) not only wanted to build brand awareness within the IT network and IT communications space, but also nurture relationships with new and potential prospects. This led to the development of the IT Vanguard Awards, aimed at highlighting the amazing work that IT leaders were doing to improve business outcomes and the customer experience.

This was designed as a two-phase campaign. Phase 1 began with architecting the awards program and launching the nominations window. This phase featured an expert judges panel, who helped to promote the awards. Additionally, there was a paid social effort and internal ALE champions promoted the awards and nominated IT professionals. 

For Phase 2, after judges review, 11 honorees were announced within an interactive experience, highlighting their contributions, lessons learned, and advice to other IT pros. The experience was supported with additional blog content, and was coupled with an off-line experience in which honorees were hand-delivered awards certificates.

ALE IT Vanguard Award Results:

  • 446% above pageview benchmark
  • 15 conversions to learn more
  • $3 million in estimated pipeline

So, What Would Eleven Do?

When you are faced with content hurdles, how can you turn them upside down to become influencer opportunities? Consider the impact you could have on your content and overall brand campaigns.

Influencer marketing can elevate your campaigns to a completely new level. You might think the cost would be too much, but consider the cost of not utilizing influencers? That’s a true Upside Down world.

For more marketing tricks and tips, stay tuned here for updates from Digital Summit Minneapolis (#DSMPLS).