City of Hope's 'All-in' Online Plan

Steven MartinMarketing campaigns have evolved to integrate social media components and achieve success in an environment that is no longer anchored to traditional strategies. However, marketers must still address the same issues with online and mobile networks that we struggled with before the advent of social media: conversion and retention. The primary advantage of social media outreach over its traditional counterpart is its ability to engage the audience immediately, which helps create a more memorable interaction and sets the stage for ongoing brand loyalty. According to the Universal McCann "Wave.5" social media study released in October, joining a brand community not only increases loyalty, it also encourages brand endorsement and builds brand equity. The study found that of those who joined a brand community, 72% said they thought more positively of the brand as a result, 66% said they felt more loyal to the brand and 63% said they recommended others to join. City of Hope's consumer- and influencer-driven "All in Week" (Sept. 23 to Oct. 1) successfully used social media to initiate that critical initial interaction and capture our audience's attention for our newly rededicated, multidisciplinary Women's Cancers Program. Led by expert researchers and physicians, the City of Hope Women's Cancers Program works to advance scientific understanding of breast and gynecological cancers as well as improve screening and treatment to help women live longer, healthier lives. Through Facebook, Twitter and our own website, we formed new social relationships and strengthened existing ones to expand the on- and offline communities supporting groundbreaking work at the Women's Cancers Program. Key considerations when developing social media strategies for a new launch:

City of Hope's 'All-in' Online Plan

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