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A weekly view of activity for 10 top Children’s Hospitals across Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest. The Zuum report “Children’s Hospitals - A Week In Social Media” is an example of how to use Zuum to stay on top of the latest content trends in any given industry. See not only which networks have the most fans but also drive engagement. Review the top campaigns, comparing how they perform to other campaigns and popular topics. Assess a brand’s top influencers and how much influence they generated. Brands analyzed include Children’s Hospital of Chicago, Boston Children’s Hospital, Children’s Hospital of Los Angeles, Children’s Hospital of Philadelphia, Children’s Hospital of Pittsburgh, Children’s Hospital Colorado, Cincinnati Children’s Hospital Medical Center, Johns Hopkins Children’s Center, Nationwide Children’s Hospital and Texas Children’s Hospital.
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A weekly view of activity for 10 top Children’s Hospitals across Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest.
Children’s Hospitals - A Week In Social Media
24 September 2014
Executive SummaryThe Zuum report “Children’s Hospitals - A Week In Social Media” is an example of how to use Zuum to stay on top of the latest content trends in any given industry. See not only which networks have the most fans but also drive engagement. Review the top campaigns, comparing how they perform to other campaigns and popular topics. Assess a brand’s top influencers and how much influence they generated.
Brands analyzed include Children’s Hospital of Chicago, Boston Children’s Hospital, Children’s Hospital of Los Angeles, Children’s Hospital of Philadelphia, Children’s Hospital of Pittsburgh, Children’s Hospital Colorado, Cincinnati Children’s Hospital Medical Center, Johns Hopkins Children’s Center, Nationwide Children’s Hospital and Texas Children’s Hospital.
Data highlights and key takeaways:
❖ 37% of all posts were made by the Children’s Hospital of Pittsburgh
❖ 49 of the Children’s Hospital of Pittsburgh’s 176 posts were for their #dverockschildrens campaign
❖ Posts requesting donations generated more than 3x the overall per post average engagement
❖ Children’s Hospital of Pittsburgh used the #dverockschildrens campaign to support their fundraising drive
❖ During the #dverockschildrens campaign, Children’s Hospital of Pittsburgh had a noticeable spike in new fans
All data in report from September 15-21, 2014, unless noted otherwise. Posts shown and analyzed are only public or US market posts
Chart: Global Fan Leaderboard
Facebook averages around 83% of the total community size.
No brand has a second network with near the fan count of their Facebook page.
Facebook is the dominant network for reach
Facebook is also the dominant network for engagementChart: Global Engagement Leaderboard
Despite Instagram’s higher-than-average engagement levels, the small community size keeps the overall engagement levels down.
Brands would do well to build up their Instagram communities while continuing to work for high engagement on Facebook.
Facebook drives impact, despite Instagram’s high ERChart: Global Content Analysis
Despite high engagement numbers in the upper orange box, Instagram isn’t delivering anything close to the overall impact these hospitals are achieving through Facebook (lower right pie chart).
Which topics or campaigns generate the biggest impact?Chart: Facebook Subject Explorer
Several campaigns stand out, with #dverockschildrens being interesting for its campaign theme (the hashtag use), high posting volume, and high engagement rate.
Campaign analysis on next slide
Campaign Analysis: #dverockschildrensChart: Global Subject Analyzer
Children’s Hospital of Pittsburgh’s #dverockschildrens campaign had 49 posts over 1 week. Very heavy posting volume. Yet the campaign engagement average of 1.23% greatly exceeded the industry average of .35%, displayed on slide 5.
Posting volume soared towards the end of the week, for the Friday/Saturday event.
While Twitter had the most posts, Facebook led in engagement, then Instagram.
Most engaging #dverockschildrens campaign postsChart: Campaign Posts
The strong build to the event led to high engagement rates around posts celebrating achieving the fundraising goal.
Fan growth line reflects campaign’s positive impactChart: Fan Count
As the #dverockschildrens campaign peaks, there’s a corresponding rise in new fans.
Top Influencers chart demonstrates the impact of celebritiesChart: Top Influencers
Top Influencer posts for Children’s Hospital of Pittsburgh’s #dverockschildrens campaign had even greater total engagement than the 2.5k engagements the content generated.
Celebrities who post in support of a brand bring a large fan base of their own to the campaign.
How does donation-seeking relate to other content themes?Chart: Subject Analyzer
Posts featuring donation requests have a much higher engagement rate (1.11%) than the average engagement rate for all posts (.35%).
Only two hospitals published posts seeking donations that week, however.
Heaviest posting for donations was Children’s Hospital of Pittsburgh, with escalated posting towards the end of the week, synching with their #dverockschildrens campaign.
Donation requests and the #dverockschildrens campaignChart: Subject Analyzer
While posting for the DVE Rocks event was high Thursday through Saturday, engagement spiked sharply on Saturday (slide 7). For ‘donation’ themed posts the engagement peaked Friday and dropped Saturday (lower right chart).
Zuum can also track transactional data via Google Analytics, and compare that to fluctuations in posting and engagement on social networks.
Most engaging ‘donate’ request postsChart: Campaign Posts
While some ‘donate’ posts are tied to the #dverockschildrens campaign, the #4 post was a special promotion coupon.
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