Mayo Clinic healthcare marketing brilliance with new Google health-related search.

Julia Mastropaolo's picture

Where do you go when you have a bizarre ailment? Your doctor perhaps? Urgent care? Well, hopefully, but for most of us, the first stop is Google. Which is why Google’s new health-related search feature is genius. And from a healthcare marketing perspective, the Mayo Clinic’s partnership in it even more genius.

So let’s say you’re googling Ebola. Rather than sifting through the myriad of articles trying to find a relevant one, you can first review the basic facts in an expanded box alongside the Search results (as long as your ailment qualifies as one of the top 400 medical conditions that is). And who do you think the medical facts come from? The king of all things medical, of course – the Mayo Clinic. In fact, the information is culled from the web, verified by an average of 11 physicians, and signed off from Mayo docs. This includes condition description, symptoms, treatments, and perhaps an illustration. Mind you, the content isn’t native advertising or sponsored content. It’s prime real estate earned by the nation’s most reputed healthcare source.

Ebola Facts

It’s actually kind of a Wikipedia at your fingertips -- quite literally, as the design is focused on mobile. Since 1 of every 20 Google searches are health-related and over half of these are done on mobile devices, it will be a much appreciated and useful feature.

Kudos to Google for their socially responsible solution in trying to lessen misinformation by presenting healthcare information in a better, more accurate manner. And kudos to the Mayo Clinic for once again assuming the role as the ultimate authority for health information.  Consumers thank you. And docs reaping the benefits of more reliably informed self-diagnosers entering their patient rooms will thank you even more.


Effective nonprofit social media marketing campaign example #10: Water is Life

Maila Kue's picture

You may not be able to guarantee something to go viral on social media. So why not take something that’s already viral and use it to your advantage? That’s exactly what Water is Life did for their campaign. As their mission states, Water is Life is about impact. And their desire is to raise awareness about the positive impact that clean water could bring to different communities.

You may have seen (or even used) the trending hashtag #FirstWorldProblems. It’s defined as “a relatively trivial or minor problem or frustration (implying a contrast with serious problems such as those that may be experience in the developing world).” So, you’re more than likely to see tweets and Facebook statuses such as “I ate too much and now I’m miserable. #FirstWorldProblems” and “Can’t find my name on a Coke bottle. #FirstWorldProblems.” Instead of sitting back and taking offense to the minor problems people were having and complaining about, Water is Life took over the trending hashtag and used it to create something powerful.

They produced a video that juxtaposed typical #FirstWorldProblems with serious problems that were taking place in developing countries. It displayed individuals from Haiti quoting #FirstWorldProblems. The contrast between the minor complaints and the not-so-luxurious situations of those in Haiti made a strong and clear point: #FirstWorldProblems are not problems. Not only did the video receive more than 6 million views, but it provided over a million days’ worth of clean water to those in need.  Water is Life is definitely about impact.

What has been your favorite nonprofit marketing campaign so far? To see more nonprofits making a difference, check out the rest of my series, 10 Nonprofit Marketing Campaigns That Effectively Use Social Media.


Weekly Recap - February 2, 2015

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

How to Get More Likes on Your Facebook Page
Every brand on Facebook is on Facebook for one reason -- to (eventually) get more business.

4 New Changes to the Biggest Social Networks (and Why You Should Care)
Here’s a roundup of recent changes to the services offered by four of the biggest social networks…and why you should pay attention.

Mobile Apps Score Among Super Bowl Viewers
About half of Super Bowl viewers were likely tapping away on apps during this past weekend’s football game, based on recent research.

Infographic: How to Get More Engagement With Your Visual Content
Not only do images get more social shares, but they also compel fans, viewers, and website visitors to stick around longer.

3 Simple Ways to Personalize Content by Referral Source
Most marketers know the importance of creating unique content for different social mediums.

Coca-Cola, Always, and Microsoft: 3 brands marketing trends with inspiring ads.
Touchdown! Changing values, one of the six marketing trends of 2015, was a very popular theme line for most Super Bowl ads this year.

5 Things Your Video Marketing Strategy Should Include
This year has been called “The Year of Video Marketing,” as businesses find new, inventive ways to use the medium to reach customers.


Coca-Cola, Always, and Microsoft: 3 brands marketing trends with inspiring ads.

Emily Marchak's picture

Touchdown! Changing values, one of the six marketing trends of 2015, was a very popular theme line for most Super Bowl ads this year. Of the nine values on the rise this year, Super Bowl XLIX was the perfect stage for commercials highlighting the values of ambition, comfort, curiosity, discovery, diversity, health, learning, purpose and relaxation. Which ads scored?

Coca-Cola #MakeItHappy

Who doesn’t want to be happy? If Pharrell’s song couldn’t make it happen, Coca-Cola’s ambitious Big Game ad definitely could. By dismantling the negative messages streaming through social media and turning them into comforting, uplifting messages instead, Coca-Cola demonstrated the marketing trend values of comfort and ambition. With the tagline, “The world is what we make it,” Coca-Cola comforted America by simply making it happy.

Always #LikeAGirl

This inspirational ad had us all thinking about the females in our life and how the phrase “like a girl” has meant nothing but negative, insulting things. This ad not only appeals to one of the largest marketing cohorts, but on the marketing value system, this ad covers the values—learning, ambition and diversity. Always ambitiously demonstrated the importance of how running or fighting like a girl can mean amazing things.

Microsoft Super Bowl Commercial 2015: Braylon O’Neill

What makes you unique? Microsoft told the story of a very unique, young boy with prosthetic legs, Braylon O’Neill. The commercial highlights the values of purpose, ambition, curiosity, discovery and health as Microsoft technology is instrumented to analyze the mechanics of Braylon’s prostheses. Microsoft’s message of continuing to do more and achieve more resonates with the marketing trends on the rise in 2015.

For more branding and marketing trends, check out 6 Marketing Trends for 2015.


Effective nonprofit social media marketing campaign example #9: Department of Health

Maila Kue's picture

Nothing makes you cringe more than an awkward conversation. And when you’re a young teen forced to talk about topics such as drugs, smoking, alcohol, and dare I say – sex, the last people you want to hear from is your parents. Yikes! We’d feel awkward for you.

But just because it’s awkward doesn’t mean it should be avoided. The Department of Health in England launched the Awkward Conversations Project and made it their goal to talk with teenagers about difficult (and embarrassing) issues that can be damaging to their health.

Research showed that stating the facts wasn’t enough to change behaviors. Rather, starting conversations was more effective in challenging teens to stop unhealthy behaviors. But since they were dodging these discussions with their parents, the Department of Health decided to find people who were already well-trusted by this target audience. Who better to use than the UK’s most popular teenage YouTube vloggers?  The Department of Health selected 10 vloggers and asked them to create relevant videos that would eventually lead to teen engagement and conversations.

The results? The videos received over 5 million views, over 130,000 likes, and all 10 videos were featured in the ‘Top 50 Most Liked Videos on YouTube’ on the day it was uploaded. But the campaigns biggest success was getting their audience to stop avoiding these conversations and to start talking. The campaign prompted an additional 19 video responses, which attracted an additional 4,500 views. Now that’s a successful marketing campaign we can’t stop talking about.   


Which of the 10 videos did you enjoy most? To see more nonprofits making a difference, check out the rest of my series, 10 Nonprofit Marketing Campaigns That Effectively Use Social Media.


Weekly Recap - January 26, 2015

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Facebook Advertisers Can Go Beyond Last Click with Conversion Lift Measurement
Chief operating officer Sheryl Sandberg and other Facebook executives have often discussed the need to track conversions, and not just clicks, and the social network took a significant step in that direction with Tuesday’s announcement that it is expanding the availability of its conversion lift measurement capabilities.

Snapchat Promises 'Gorgeous Advertising' With Its New Discover Channels
Snapchat has attracted a big lineup for the launch of its media service called Discover, which will host branded properties for Yahoo, People, Cosmopolitan, the Food Network, Daily Mail, Vice, CNN and others.

5 Big New Trends That Marketers Need to Know Before Sunday's Game
This year, Super Bowl viewers will watch the championship game on smart phones, tablets, gaming consoles and computers while tracking cultural conversations through social media.

9 Brands With Brilliant Facebook Marketing
There have been a lot of questions about Facebook lately: Are people still using it? Is it on the decline? Can businesses still find it valuable?

2015 Design Trend to Watch: Responsive Storytelling
You’ve heard about responsive web design, what about responsive storytelling. Read what’s next.


Effective nonprofit social media marketing campaign example #8: TwitChange

Maila Kue's picture

Nonprofit organizations need people to support their cause, which is why they turn to social media to get the word out. TwitChange is a nonprofit organization that specifically exists to utilize change in the world through social media. That is, with the help of influential celebrities.

In 2010, Eva Longoria partnered up with TwitChange to raise money and help reconstruct the Miriam Center in Haiti, a home for children with disabilities such as cerebral palsy and severe autism. With the support of more than 100 celebrities such as Kim Kardashian, Ryan Seacrest and Shaquille O’Neal, TwitChange was equipped with two powerful tools – fame and Twitter – to make a change in Haiti. Celebrities committed to auctioning off tweets on eBay, where fans could bid on the chance to be followed, mentioned or retweeted by their favorite celebrity.


You’d be amazed at how much people were willing to bid for a celebrity tweet. In just 10 days, TwitChange received over $500,000 in bids. One of the highest bids went to Justin Bieber, with 62 bidders and the highest bid at $2,325. Plus, using Twitter allowed this campaign to easily become viral. In just 2 weeks, the campaign had over 30 million hits and more than a 100,000 tweets and retweets mentioning the campaign. And the best part about this social media campaign? It didn’t cost a penny to follow, mention or retweet fans.

Which celebrity would you bid on? To see more nonprofits making a difference, check out the rest of my series, 10 Nonprofit Marketing Campaigns That Effectively Use Social Media.


Weekly Recap - January 19, 2015

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

10 Tips and Tricks for Twitter
Brogan’s Community Manager Kaitlynn Knopp shares easy tips and tricks on getting the most out of Twitter.

9 Ways to Recycle Your Blog Posts Into Other Content Formats
Today, marketers are feeling the pressure to pump out more and more content to get noticed -- plus it's got to be readable, engaging, and shareable.

10 New Findings About The Millennial Consumer
Companies are fiercely competing for millennial mindshare and it’s only the beginning.

Data Analytics, So Hot Right Now
As marketers increase data collection efforts, analytics are helping them make sense of the information collected to determine the success of their campaigns.

15 Examples of Brilliant Website Homepage Design
You never get a second chance to make a first impression -- that’s why your homepage is undoubtedly one of the most important web pages on your website.

17 Stats you Should know about Visual Content Marketing in 2015
Infographics, pictures and video. Read why all of these are so important to your marketing strategy.


10 Tips and Tricks for Twitter

Kaitlynn Knopp's picture

With 284 million monthly users sending 500 million tweets per day, Twitter has quickly become one of the largest social media sites in the world.

Founded in 2009, Twitter is as an online networking service that enables users to send and receive 140-character messages—usually consisting of instantaneous information and ideas.

While many people have been actively tweeting for years, some are just now realizing the power Twitter can have, the entertainment it can provide and the resource it can be. If you’ve found yourself in that position, we welcome you to the wonderful world of Twitter with these 10 tips and tricks.   

1. Be easy to find. 

When Twitter users search for someone, they tend to search their first and last name. Making sure your Twitter name and your Twitter handle incorporate both will make it easy for users to find your page and interact with your content. (Example: My name is Kaitlynn Knopp, so my Twitter handle is @KaitlynnKnopp.)

Another way to enhance your searchability lies in your Twitter biography. While there is, of course, a character count—keeping things short, simple and sweet—a biography that clearly explains who you are and what you do will continue to lead the right people to you.

2. Don’t follow blindly.

If you plan to tweet about marketing, advertising and social media, follow people who tweet about marketing, advertising and social media. Not only will that make your Twitter stream more relevant to you, but it will make your following list more relevant to your followers.

Once a user finds your page and notices you’re tweeting content they want more of, they’ll take a look at the users you’re following to learn whose content you wanted more of. Expecting to see users like Adweek and Adobe, they’d sure be surprised if they saw Alanis Morissette.

3. Keep it short.

While Twitter already limits your tweets to 140-characters, social media scientist Dan Zarrella has found that tweets between 100 and 115 characters are more likely to be retweeted. Why, you ask? They’re easier to read, and they leave room for users to add their own comments when they retweet them.

4. Tweet often.

With 500 million tweets appearing on Twitter every single day, we recommend that all beginners tweet at least once per day, but there’s certainly room for more. If you’re tweeting tidbits of information (facts, blogs, links, quotes, ideas), feel free to tweet up to 10 times per day. If you’re live tweeting an event or participating in a Twitter chat, feel free to send as many as 50 tweets per day.

5. Tweet various content.

Twitter, as you may have guessed, can be a fairly informal space. Users love images, GIFs, videos and text-based tweets alike, but what they don’t like are tweets that are often repeated or overly promotional. So, if there’s a blog post you’ve written that you’d like to share multiple times, pair it with a new tweet—don’t just continuously copy and paste. And if you’re using Twitter to market yourself (as we all are, in some way or another), acknowledge that users want content diversity. While they want to read about your product, service or success, they want to read about more than just those things, too.

6. Tweet timely content.

Twitter is instantaneous. Tweets are messages sent in real-time. The best way to break through is to tweet timely information. Be the first to share a story. Weigh in on breaking news. Tell us your thoughts on the latest viral video. Live tweet an event. Keep up with a conversation.

7. Don’t shout.

Unless it’s urgent, don’t use all uppercase letters.

8. Do hashtag (#DoItAllTheTime).

On social media sites, a hashtag assigns a topic to a tweet. It organizes conversations. It’s a searchable phrase. Whether you’re tweeting about #advertising, #music, the #beach or #BurgerKing, be sure to use hashtags. This will help users—users who may not be following you—find your content and interact with it.

9. Interact and engage.

    Twitter is a two-way street. While you can certainly create your own content, you also want to be sure you’re interacting with content that others have created. To do so, Twitter offers three functions.

    A retweet is something you share with your followers, and you can even add your own thoughts before you share it. It will then be pushed out to all of your followers—giving them even more relevant content. (And they’ll be grateful you did!)

    A favorite lets the author know you like their Tweet, and will then be stored in a bank with all of your other favorites, letting users see what you find fascinating.

    And finally, a reply allows you to comment on a tweet or join a conversation.

    10. Interact and engage with more than just your followers.

    Broaden your horizons. Step away from the mainstream. Search topics and hashtags that interest you and see who’s tweeting about them. In doing so, you’ll find new people to follow and new content to interact with.

    Did we miss any tips and tricks that you use on Twitter? Be sure to tell us in the comments below.


    Effective nonprofit social media marketing campaign example #7: Epic Change

    Maila Kue's picture

    What comes to mind when you hear the word “fundraising?” Bake sale? Car wash? Sponsored event? For Epic Change, it was Twitter. There’s a reason Mashable calls this nonprofit organization “a model for raising money using social media.”

    With only 48 hours to raise money and build a classroom in Tanzania, Epic Change launched a Twitter campaign called Tweetsgiving (now known as Epic Thanks), which aimed to change the world through the power of gratitude. The project first asked Twitter users to tweet out anything they were thankful for with the hashtag #TweetsGiving. Then they asked them to donate money in honor of what they were grateful for.   

    The results? Let’s just say there was a lot to be thankful for. In just two days, Epic Change raised over $11,000 to help build a classroom and support education in Tanzania. The social media campaign also brought awareness to the organization with 98% of donors never having donated to Epic Change before. As experts in marketing and social media, we’d say that’s pretty epic.


    To see more nonprofits making a difference, check out the rest of my series, 10 Nonprofit Marketing Campaigns That Effectively Use Social Media.


    6 Marketing Trends for 2015

    Kaitlynn Knopp's picture

    Over the past year, trending topics have included everything from Frozen to Flappy Bird, Jennifer Lawrence to Jared Leto and the Ice Bucket Challenge to the iPhone 6. Which trends will influence the topics we see and the way we see them in 2015? A recent webinar hosted by CEB Iconoculture, a resource Brogan & Partners regularly consults with to develop creative strategy, cited six trends as the game changers and the must-knows for this year.

    1. Changing Values

    Nine values are on the rise with the American population, including purpose, ambition, learning, diversity, discovery, curiosity, health, comfort and relaxation. Not only do people want to set goals and reach them, they want to encounter new people and new ways of thinking in the process. And in their spare time, they’ll seek health, happiness, and even more spare time.

    But of course, what goes up must come down, and with that, there are four values definitively declining. While patriotism, spirituality, hope and heritage used to rank high, Americans are suddenly finding them significantly less significant.

    2. Humanizing Technology

    Thad Starner, the Google Glass technical lead, has always believed that “the goal of technology should be to assist with the flow of human interaction,” and Americans are starting to agree.

    According to Iconoculture, the consumer perception of technology’s ability to predict their wants and needs is growing more favorable, and now, consumers not only want, but rely on this predictive assistance.

    3. Defining Success

    This just in: Abraham Maslow’s Hierarchy of Needs has flipped entirely, effectively promoting self-actualization from the top to the bottom.

    Today, when Americans describe success, they describe happiness, purpose and enjoyment. But as their personal and professional lives are intersected now more than ever before, they’re willing to make any sacrifice to achieve a balance.

    4. Pressing Time

    Time. No one has enough of it.

    Today, the average American work day is 7.6 hours, and men and women alike are spending five hours a day on necessary housework.

    An anonymous participant in Iconoculure’s study said, “There is time during the week to do most of the things that need to be done, but not enough for me to do the ‘fun’ things for myself.”

    Maybe that’s why in 2013, Americans took the fewest vacation hours in 40 years. (Yikes!)

    5. Acknowledging Enough

    You have enough. You do enough. You are enough.

    All of the above have been tough beliefs for Americans to uphold, but 2015 could be the year. With more brands celebrating flaws and normalizing imperfections, consumers are realizing they don’t need products and services to make them great. Instead, they’re realizing that they’re already great, all on their own.

    6. Admiring a New Kind of Celebrity

    No longer are the most admirable celebrities the ones with a Golden Globe or a Grammy. Instead, Americans are turning to a new kind of celebrity—most often those who have reached their claim to fame from a strong social media channel. Those who once tuned in to a late night talk show are tuning into a YouTube channel—like that of Jenna Marbles or Tyler Oakley.

    Will these social media sensations soon be the faces of brands, endorsing products and services? We wouldn’t be surprised.

    To see how some brands are already advertising with these trends in mind, check out Coca-Cola, Always, and Microsoft: 3 brands marketing trends with inspiring ads.

    Blog Category: 


    Effective nonprofit social media marketing campaign example #6: Operation Smile

    Maila Kue's picture

    Operation Smile is a perfect example of how nonprofits can use social media to launch a campaign. This nonprofit is #HealingSmiles by repairing cleft palates in children around the world. But even more, they’re capturing the social change and promoting awareness on Pinterest. The visual-heavy platform allows for them to raise awareness and support using powerful “Before and After” photos.   

    But it doesn’t stop there. Operation Smile dedicates additional boards to tell their patient stories, share videos, and display their celebrity ambassadors, which has gained them more than 1,900 followers. This nonprofit understands social media, but uses it unconventionally to change lives around the world.

    Can you think of another board that Operation Smile can create? To see more nonprofits making a difference, check out the rest of my series, 10 Nonprofit Marketing Campaigns That Effectively Use Social Media.



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