Established brand breaks into digital sphere
One Health is an established hospital with over 50 years under its belt. As the world moved to be more tech-centric, One Health fell behind and lost relevance. Now it has developed a new digital service and hired a marketing firm to generate awareness, establish its relevance, and build a community of followers and advocates.
My role was to develop a social media strategy then create and launch an organic, multi-platform social media campaign
*One Health is a fictional company created for CareerFoundry’s Digital Marketing Course
goals & metrics
Identified big picture business goals to outline goals for the social media efforts and selected metrics to measure success of each goal. These goals and metrics contributed to the overall strategy and provided a guide to determine success of the organic social media campaign.
Business Goals
- Increase brand awareness
- Establish the relevance of new digital service
- Build a loyal community of followers and advocates
social media goals
- Expose target audience to brand’s social media content
- Post reliable and valuable content to establish brand’s expertise and relevance to audience
- Generate engagement with audience through posted content
metrics
- Reach/Impressions
- New Followers
- Likes
- Comments
- Shares
- Follows
- Likes
- Comments
- Shares
target personas
Provided from One Health
Marnie, 42
- IT Manager
- Likes: fast-paced lifestyle, achieving goals, all things tech
- Dislikes: feeling weak, getting health check-ups
sica, 35
- Mom and part-time business owner
- Likes: asking for advice from friends, mommy groups, anything organic
- Dislikes: expensive healthcare, germs, waiting for doctor appointments
rob, 28
- HR Manager
- Likes: helping people, being healthy, good communication
- Dislikes: excessive screen time, lack of personal touch, replying too much on tech
philip, 65
- Retiree
- Likes: bowling, relaxing, playing with grandkids
- Dislikes: needles, apps, doctor appointments
competitor analysis
Teladoc Health
Active Platforms
- Twitter/X
- YouTube
What does it do well?
- Recognizable, Consistent Branding
- Regular Posts
- Demonstrates Approachability
- Community Oriented
What could it improve?
- Promotional posts feel pushy and inauthentic
- Integrate brand offerings in a more genuine, organic way
Platform Analysis
- MAU (monthly active users)= 2.7 billion
- Dominant age group 30-49
- Secondary age group 55+
- Used by 68% of adults
- Good for: variety of content, longer captions, good place to build community
- MAU= 1 billion
- Dominant age group 18-29
- Secondary age group 30-49
- Used by 47% of adults
- Good for: visual content, building engagement
Twitter/X
- DAU (daily active users)= 187 million
- Dominant age group 25-49
- Used by 47% of adults
- Good for: sharing events, news/updates
brand guidelines
expanded for social media
Adapted and added to existing branding to guide social media content. Outlined look, feel, and tone for both visual and written content in order to maintain a consistent vibe making the brand recognizable across platforms.
- Healthy Living: active photos or illustrations
- Healthcare Partner: photos of supportive healthcare providers
- Technology & Healthcare: photos or illustrations of medical being provided or accessed via technology
Voice & Tone
- Joyful
- Balanced
- Bright
- Optimistic
- Diverse
Photo Guidelines
- Bright, not overexposed
- In Focus, not blurry
- Branded color tones
- Diverse representation of people
Illustration Guidelines
- Simple
- Branded colors
- Round/soft shapes, not sharp
Approved Image Categories
healthy living
- Active “doing”
- Can be photos or illustrations
Healthcare partner
- Medical personnel providing care
- ONLY photos
technology & healthcare
- Medical care being accessed or provided via technology
- Can be photos or illustrations
content pillars
Identified content pillars to showcase the best features of the brand while ensuring the messages resonate with the target audience. Sought balance in content to add value to the viewer beyond simply flouting brand offerings.
Health education
Provide advice and resources on how to live a health-centric life
industry news/events
Keep audience up to date on relevant news items in healthcare and inform audience on upcoming events
brand highlights
Demonstrate brand’s trustworthiness and expertise while showing brand is approachable
content creation
Adapted each post to best align with each platform while appealing to each target audience to grow the audience and promote engagement.
social media playbook
response guide
Developed flow chart to assist in handling comments made on brand’s social media accounts.
Key Insights
Community requires two way communication between brand and audience. Having an outline on how to engage with comments- both postive and negative- helps preserve brand reputation and build trust with the audience.
social media playbook
response process
Created an org chart to clearly identify who is responsible for replying to what type of comment.
Key Insights
Streamlined communication contributes to a smooth operating practice which helps maintain successful organic social media efforts.
results
Key Insights
- Instagram reaches largest audience and received highest engagement
- Twitter/X reaches smallest audience and received no engagement
- Recommend focus on Instagram, discontinue Twitter/X to build audience and community where they are
31
Instagram Ave. Views
29
Facebook Ave. Views
7
Twitter/X Ave. Views
reflections
Optimization
It is necessary to create content for each platform specifically so it best speaks to the audience seeing it and entices them to interact. Each platform requires different things to achieve this.
Planning
Adequate planning is imperative for a multi-platfomr campaign to run smoothly. Having a full calendar to see visually what is being posted when and where helps me to look at the big picture and ensure each platform is balanced with types of content.
Community
A social media campaign does not stop with posting, it requires active engagement in the communities you are seeking to build and be a part of. Creating community engagement guidelines helps to make this portion less daunting and provides clear steps.
Persistance
An organic social media strategy requires consistent, regular posting. Building the community through audience views and engagement necessitates time. Thoughtfully posting persistently while following the strategy will aid in building a following and further engagement.
megan kalan 