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/

amplification/

the holy grail—unsolicited sharing/

this just in…/

thank you