|
Brief
Business objective
1) Secure further investment into Harley Street TV Ltd to facilitate a full roll out of this business across multiple health issues
Online communications objectives
1) Raise awareness of HarleyStreetTV.com and specifically, the breast cancer pilot programme, among the key target audience groups
2) Drive traffic to the HarleyStreetTV.com pilot module on breast cancer
The key target audience groups include clinical professionals, consumers/public, business (health and non-health related), potential investors and sponsors and potential partners.
Strategy
To raise awareness around the launch we developed a highly targeted online influencer campaign that was fully integrated with an offline media relations programme.
Our digital approach was made up of several key strategic steps:
1) Ongoing online media monitoring to understand the key conversations taking place
2) Influencer identification and analysis to understand the key voices in those conversations
3) Creating content that would be picked up by the wider web – in this case we had good existing collateral and we just needed to re-purpose some of this to make sure it would be shared by as many relevant people as possible
4) Distributing content by maximising its visibility, i.e. applying search engine optimisation (SEO) of both on-site and off-site content
Execution
Content creation – We re-purposed existing content that included articles, abstracts, video interviews and podcasts so that they were in the appropriate format for easy sharing, embedding in blogs etc.
We uploaded all content to key social media channels, including video and photo-sharing sites such as YouTube (http://www.youtube.com/user/HarleyStreetTV) and Flickr and integrated with HarleyStreetTV’s presence on other social media platforms.
We set up a Twitter account - @HarleyStreetTV. We started by identifying who the important Twitterers were in the medical space and particularly on breast cancer-related topics. We then started building relationships with these key voices by firstly following them, spending time reading their posts and understanding what content and tone would resonate with them. Only then did we start providing them with relevant and valuable information and invitations to view a live panel discussion. We also searched for topical queries and where possible, aimed to provide links to further information often citing HarleyStreetTV as a key source of information.
We developed a blogger outreach programme with the influential bloggers identified in our analysis across the medical, health and lifestyle space. We entered into discussion with these bloggers and sent them preview video teasers and relevant research to start building up a relationship based on valuable exchange.
We joined relevant discussions on medical forums and where appropriate provided our views, solutions and put forward HarleyStreetTV as a great resource and platform for discussion with medical experts. We always provided full disclosure and kept our communication very clear and transparent.
Search engine optimisation - Natural search engine optimisation (for text, video and images) and linking strategy with authoritative sites in the same field.
Results
The quality and volume of interaction among target groups surrounding the pilot launch supports the validity of the overall concept. They will also help make the case for further funding to extend the business.
HarleyStreetTV’s online share-of-voice increased significantly as measured by the surge in mentions of HarleyStreetTV in the online space across key social media platforms. These mentions were tracked from launch of campaign activity, September 15th to a week after channel launch, October 22nd:
- A 7556% increase in mentions on Twitter
- Forum mentions increased from zero to 200
- Two blog posts covered the launch (final number of blog posts to be confirmed)
Client Verdict
“The increase in visibility of HarleyStreetTV.com among our key stakeholders since campaign launch is significant given the tight time frames and limited content. Lawson Dodd’s strategic approach and creative tactics meant that we were able to build sufficient profile before channel-launch to attract a sizeable audience for our live panel discussion. We will continue to reap the benefits in the months to come, from the foundations that have been built, both in offline media relations and online influencer relationships.”
Tam McDonald
CEO, HarleyStreetTV.com
|