CVS Pharmacy’s complex social footprint served multiple business units, but lacked a cohesive and consistent approach to communications. This resulted in poor performance in their owned and earned channels.
Social media is only worth pursuing if good conversations can be generated. CVS sells products that people want to talk about, and we needed to get them better at sparking a dialog.
To improve social media performance and return-on-effort, M80 instituted an innovative approach to content planning, creating new models for performance analysis, and stakeholder input and education.
Performance improved across the board in owned and earned channels:
- 3.5 times the lift in comments per post and 4.5 times the lift in likes per post on Facebook, while increasing quality and decreasing quantity of posts.
- 22% increase in Twitter fans across the board in our first four months without the benefit of paid media.
- Broad-based attendance in social media training and informational sessions by the CVS/pharmacy marketing organization.