Facebook Case Study US Veterans Affairs
1
7/27/2019 Facebook Case Study US Veterans Affairs http://slidepdf.com/reader/full/facebook-case-study-us-veterans-affairs 1/1 Case Study | Make the Connectio GOALS With Make the Connection , the U.S. Department of Veterans Affairs (VA) brings former Service members and their loved ones information, resources, and support for challenges affecting their lives. With Facebook, the campaign seeks to: • Foster informed dialogue surrounding Veteran mental health • Influence Veterans and supporters to take action and promote help-seeking behavior • Integrate Facebook with MakeTheConnection.net to increase the reach and sharing of rich media content • Host a moderated forum and provide answers to users’ questions on mental health care and Veteran benefits RESULTS The page is the fastest growing in the military or government spheres to date. Within the first six weeks of launch, the page saw: • Fan growth in excess of 540,000 • Nearly 35 million users reached • 10% of fans commenting on, sharing, or liking posts on weekly basis – five times greater than the average rate engagement for pages in this sphere • Quadruple digit shares on page posts • CTR nearly 3X that of the vertical average thanks to homepage placement and ongoing optimizations APPROACH VA worked with Reingold, Inc. to build a comprehensive strategy to create a thriving community on Facebook. CONTENT • A rich page posting and tab creation strategy includes a balance of videos, photographs, links to online tools and resources, and calls to action • All language, images, and rich media content is thoroughly reviewed by VA mental health experts to ensure messaging is evidence-based OUTREACH • Marketplace Like Ads target Veterans, friends of page fans, and military supporters • Page Like Sponsored Stories empower fans to influence their friends to like the page and underscore the theme of community support for Veterans and recognition of Veteran strength ENGAGEMENT • Premium and Marketplace Page Post Ads make it easy for Veterans and friends of fans to view and interact with content • Page Post Like Sponsored Stories provide social context when highlighting page post engagement to friends of fans “Bringing our Veterans’ voices to the Faceboo platform has allowed us to spread the messag of support and recovery to new audienc throughout the country, targeting those wh can most benefit —Dr. Sonja Batten , VA’s Deputy Chief Consultant for Specia Mental Hea Shared Experience and Support for Veterans U.S. Department of Veterans Affairs Make the Connection Page Premium Page Post Ad Marketplace Like Ads Facebook.com/VeteransMT Facebook: Building Essential Connection
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Transcript of Facebook Case Study US Veterans Affairs
7/27/2019 Facebook Case Study US Veterans Affairs
http://slidepdf.com/reader/full/facebook-case-study-us-veterans-affairs 1/1
Case Study | Make the Connectio
GOALSWith Make the Connection , the U.S. Department ofVeterans Affairs (VA) brings former Service members andtheir loved ones information, resources, and support forchallenges affecting their lives. With Facebook, thecampaign seeks to:
• Foster informed dialogue surrounding Veteran mentalhealth
• Influence Veterans and supporters to take action andpromote help-seeking behavior
• Integrate Facebook with MakeTheConnection.nettoincrease the reach and sharing of rich media content
• Host a moderated forum and provide answers to users’questions on mental health care and Veteran benefits
RESULTSThe page is the fastest growing in the military orgovernment spheres to date. Within the first six weeks oflaunch, the page saw:
• Fan growth in excess of 540,000
• Nearly 35 million users reached
• 10% of fans commenting on, sharing, or liking posts onweekly basis – five times greater than the average rateengagement for pages in this sphere
• Quadruple digit shares on page posts
• CTR nearly 3X that of the vertical average thanks to
homepage placement and ongoing optimizations
APPROACHVA worked with Reingold, Inc. to build a comprehensivestrategy to create a thriving community on Facebook.
CONTENT
• A rich page posting and tab creation strategy includes abalance of videos, photographs, links to online tools andresources, and calls to action
• All language, images, and rich media content isthoroughly reviewed by VA mental health experts toensure messaging is evidence-based
OUTREACH
• Marketplace Like Ads target Veterans, friends of pagefans, and military supporters
• Page Like Sponsored Stories empower fans to influencetheir friends to like the page and underscore the themeof community support for Veterans and recognition ofVeteran strength
ENGAGEMENT
• Premium and Marketplace Page Post Ads make it easyfor Veterans and friends of fans to view and interactwith content
• Page Post Like Sponsored Stories provide social contextwhen highlighting page post engagement to friends offans
“Bringing our Veterans’ voices to the Facebooplatform has allowed us to spread the messag
of support and recovery to new audiencthroughout the country, targeting those wh
can most benefit
—Dr. Sonja Batten , VA’s Deputy Chief Consultant for SpeciaMental Hea
Shared Experience and Support for VeteransU.S. Department of Veterans Affairs
Make the Connection Page
Premium Page Post Ad Marketplace Like AdsFacebook.com/VeteransMT
Facebook: Building Essential Connection
