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#LIFTSocial
Opportunity Cost of Social
Joseph Heinl | Blood Systems, Inc.
@vonheinl | #LIFTSocial
Digital Marketing Manager Blood Systems, Inc.
Joseph Heinl
@vonheinl | #LIFTSocial
About Me
• 10+ years in digital marketing • Direct C-Suite interaction with
b2b & b2c orgs • Owned & Paid Media • Time for change • Non-Profit biz : For-Profit
approach
@vonheinl | #LIFTSocial
Blood Systems, Inc.
• One of nations oldest & largest blood suppliers.
• Serve over 600 hospitals in over 20 states
• Blood Division (donors) includes 9 brands
• 4 objectives
@VonHeinl | #LIFTSocial
3 Big Initiatives in Social – Opportunity
• Identifying where (if) our donors spent time on social
• Donor Acquisitions/Reengagement
• Product need: Audience speaks in social
@VonHeinl | #LIFTSocial
< 6% donors
~35% population
eligible
Facts about the blood donor audience:
@Vonheinl | #LIFTSocial
U.S. Population = 324m 35% eligible = 113m
6% donors = 12mPotential + Eligible Audience: 101,000,000
@Vonheinl | #LIFTSocial
Opportunity One: Find customers in social
@vonheinl | #LIFTSocial
Custom Audiences in Social Ad Platforms
@VonHeinl | #LIFTSocial
• Emails
• Phone #s
• App ID (app id)
• Username
Sources to use
@VonHeinl | #LIFTSocial
Match Rate %
Your Database
Platform Database
>70%
Audience size samples constant across
@Vonheinl | #LIFTSocial
Facebook was our largest match
@Vonheinl | #LIFTSocial
What did we learn? ~73% of our customer base was active on the
platform
@VonHeinl | #LIFTSocial
Custom Audiences
• Validate market
• Benchmark each platform
• Spent ZERO $$$
• Set up next initiative
• Email lists
• Phone #’s
• App ID (app id)
• Username
@vonheinl | #LIFTSocial
Social media was an opportunity to do more
@Vonheinl | #LIFTSocial
Opportunity Two: Re-Engage Lapsed Donors + New Donors
@VonHeinl | #LIFTSocial
New Donors
LapsedDonors
Social Paid Media: Acquisition Opportunity
@VonHeinl | #LIFTSocial
Using Social Paid Media: Optimization
• Small paid media campaigns to test
• Content specific messaging
• Added lookalike to find new customers and grow list
• Installed conversion pixel on site to measure
@Vonheinl | #LIFTSocial
What did we accomplish? We obtained conversions at 20% less than the
current average
@Vonheinl | #LIFTSocial
Opportunity Three: Validate Product Need
@VonHeinl | #LIFTSocial
Demand
Decision
Social Media: Voice of Customer
@VonHeinl | #LIFTSocial
Social Media: Customer Voice
• To build or not to build?
• Did customers want the product?
• Where to get feedback from potential users?
@VonHeinl | #LIFTSocial
Social Media: Real Time Focus Group
@Vonheinl | #LIFTSocial
Did customers want the product? 1 out of 3 messages sent asked about product –
on Social Media
@vonheinl | #LIFTSocial
Validation
@VonHeinl | #LIFTSocial
Social Media: Real Time Opportunities
How you identify will determine the outcome
QUESTIONS
#LIFTSocial
Thank You
#LIFTSocial
