1 / 16

Blood Systems Inc. Social Media & Email Marketing Strategy

Learn how Blood Systems Inc. plans to grow its donor base, enhance engagement, and boost brand awareness through strategic social media and automated email campaigns. Discover the roadmap, goals, and tactics for success outlined by Michael Rataj and Willie Sutton.

everetts
Download Presentation

Blood Systems Inc. Social Media & Email Marketing Strategy

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Blood Systems IncorporatedUnited Blood Services Automated Email Marketing Software and Social Media Outline Michael Rataj

  2. BSI Roadmap & Goals • Brand BSI on platforms such as Facebook, Twitter, YouTube, LinkedIn and Google • Secure a younger generation of donors who are communicating using social media • Build a fan base of clients, donors, vendors, and employees who become raving fans and share the “whys” of working with/donating to BSI among their social media platforms • Build long lasting relationships with donors by communicating donation opportunities via automated email marketing and social media

  3. BSI Roadmap & Goals • Use Blogging as a means of informing the public about company information, product need, etc. - in turn driving more traffic to the BSI web site & email subscriber list • Reduce call center employment levels and need for back filling call center recruiters by a rate of 10% over first 3 years and 20% over 5 years • Establish the opportunity to resell and profit from a successful social media and automated email marketing plan to other friendly non-competitive blood centers

  4. Willie Sutton • Facebook has 1.06 billion users, 955 million active users • Average Facebook user has 130 friends and is connected to 80 pages • YouTube is the second largest social media site and the second largest search engine • Over 800 million “unique” users visit YouTube each month • Of the 300 million “registered” accounts on Twitter, roughly 175 million are active • In 2012, 1 million accounts are added to Twitter everyday, 11 accounts are created every second

  5. Willie Sutton • LinkedIn has175+ million members in over 200 countries • Approximately 2 new professionals join LinkedIn per second • Google Plus boasted 343 million active users in Q4 2012 • Pinterest has 40 million active users & only 100 employee • Don’t forget, Tumblur, Insatgram and FlickR

  6. Blogging Brand Message • 71% who maintain blogs for a business report that they have increased their visibility within their industries through their blogs • 56% say that their blog has helped their company establish a positioning as a thought leader within the industry • 58% say that they are better-known in their industry because of their blog • 52% syndicate their blog posts to their Twitter Account • One in five bloggers report updating on a daily basis, the most common rate of updating is 2-3 times per week

  7. Email Marketing • The Direct Marketing Association reported that email marketing generated an ROI of $43.62 per dollar spent on it in 2009 • 72% of company’s rate email marketing as ‘excellent’ or ‘good’ for returns on investment • Email usage by young people decreased by 34% among 18-24 year-old users in United States in 2011 as Social Media grew • Datran Media’s 2009 Annual Marketing and Media Survey found that 58.5% of industry executives were planning to increase their investment in email

  8. Strategy & Tactics • Build a social media, email marketing, texting and relationship building command center • Hire an on-site Director of Media to implement and manage all aspects of social and email marketing plan • Organize a social media & email editorial team & set up a media council • Craft a successful social media content marketing plan, guidelines, matrix and playbook • Use a automated email marketing software to manage email and text marketing campaigns

  9. Strategy & Tactics • Include social ads in all Blood Systems advertising campaigns and add social media icons to BSI web sites • Overcome cultural obstacles to social media adoption within the company • Encourage and train employees to follow, “like” and share information via social media • Combining social media and email marketing, you have the opportunity to gain exponential response and ROI • Incorporate email into a complete online marketing mix including Pay Per Click, social media marketing, mobile, texting and telemarketing

  10. Marketing Objectives • Increase number of donors contacted and lifetime relationships built via social media • Increase awareness and multiple lifelong donor base via automated email marketing and software • Increase donors to collect more specific product • Decrease call center headcount using automated email marketing and call center turnover through warm lead generation • Develop strategic plan for generating revenue based on selling this plan to other friendly noncompetitive blood centers

  11. 2013/14 Targets & Goals • Build and start an effective automated email campaign • Increase data base email addresses by 20% • Increase “Likes” on FaceBook by 100% • Increase followers on Twitter by 100% • Increase followers on LinkedIn to 50% • Build YouTube channel and presence by loading first 10 videos (CPR) (Success Stories) (How To Video’s)

  12. Competition – The ARC • Red Cross Biomedical services has 89,693 “Likes” on Facebook vs. Blood Systems 91 • American Red Cross has 909,000 followers on Twitter vs. Blood Systems 227 • The ARC has 12,144 subscribers to its YouTube channel with 1,090 videos loaded including “Donating Blood” which has 39,747 views • The ARC has 34,492 followers on its main LinkedIn page vs. BSI 488 on its main LinkedIn page

  13. Strengths • Communicate with new and recurring donors multiple times in a modern way • Customize message per donor base segment in real time using tags and triggers • Recover connection with prior or dormant donors • Maximize new image of “Find the Hero in You” donor campaign • Reduce overhead in Shared Services division • Add revenue by selling marketing plan

  14. Weaknesses • Largest competitor has universal brand awareness that will be difficult to challenge in general market • Time for BSI culture shift for adoption • Lack of BSI social media content development expertise • De-centralized social media content oversight • False start of attempt on social media platforms (who knows log ins, etc.)

  15. Opportunities • Improve or maintain “competitiveness” for donor base • Improve cost structure and efficiencies of Customer Contact Center operation • Financial and creative ability to invest and deliver long running awareness campaign and direct to patient marketing campaign • Ability to apply techniques to other BSI Divisions • Educate and reach an untapped donor base (high school, home based business or small firm) on value of regular blood donation

  16. Keys to Success • Hiring a Director of Media responsible for all aspects of Social Media, Pay Per Click presence and InfusionSoft automated email marketing software • Build a team of key success players; organize editorial team and council for idea’s, solutions and feedback directed back to the Director of Media • Craft a winning social media plan for the future, stick to the plan and change the organizational mind set with training and encouragement • Move as quickly as possible, everyday lost communicating and building relationships with donors is a day lost to the competition

More Related