Published on February 19, 2014
rebranding birth control
your challenge / • Social media can lead to direct actions and sales but most actions are unseen. How may we see them? • Believe in the customer journey—that it may take multiple touches to create an action— and that it is hard to measure. • Bottom line: To paraphrase Peter Block, don’t let ―how‖ get in the way of ―yes.‖
bedsider’s challenge/ • Seven in ten pregnancies among single women age 18 to 29 are unplanned. • Among those having sex and trying not to get pregnant: – 19% use no contraception at all – 24% use it inconsistently – AND of those who feel it’s very important to avoid pregnancy, 34% say it’s likely they’ll have unprotected sex in near future. – Intension doesn’t match behavior. • 20% reduction in proportion of unplanned pregnancy by 2020.
the bedsider vision / • Take the fear and mystery out of birth control. • Help women find the method of birth control that’s right for them. • Enable them to use it consistently and effectively. • Gradually encourage women to consider using more effective forms of birth control over time.
the bedsider experience /
meet bedsider /
bedsider by the numbers/ • 14.8 million women in the U.S. • 4 million+ visits since 11/2011. • We divide audience into 3 categories: – Impressions (708,681,000) – Engagement (9,800,000) – Acquisitions (172,600) • 36k Twitter & FB followers
bedsider by the numbers/ • 14.8 million women in the U.S. • 4 million+ visits since 11/2011. • We divide audience into 3 categories: – Impressions (708,681,000) – Engagement (9,800,000) – Acquisitions (172,600) • 36k Twitter & FB followers Funnel
twitter analytics dashboard/
twitter analytics dashboard/
high amount of shares & lower clicks/
high clicks & fewer shares/
time of day & week data/
visits in last month from social/
the holy grail—unsolicited sharing/
this just in…/
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