CDC NPIN In the Know: Facebook & Visual Social Media for Public Health
description
Transcript of CDC NPIN In the Know: Facebook & Visual Social Media for Public Health
1
Facebook & Visual Social Media for Public Health
#SM4PH
Melissa Beaupierre, Senior Director, CDC NPIN
Michelle Samplin-Salgado, New Media Strategist, AIDS.gov Trayce Poole, Health Communications & Digital Marketing Specialist
2
Webcast Overview
• Making the case to leadership
• Demographics and behavior
• Producing and posting engaging,
integrated and shareable content
• Managing and maintaining your content
• What other public health professionals are
doing
• Tips for tracking and measuring success
#SM4PH
Join the conversation:
#SM4PH
ONE BILLION PEOPLE WORLDWIDE
67% of internet users are on Facebook.
3
Making the Case
• Means to an end
• Limited financial investment
• A billion people!
• Thoughtful, consistent
engagement with your audiences
4 #SM4PH
Your Facebook Page Can:
Help you tell your story
• Share rich content
• Amplify your impact
• Measure and optimize your messages
• Take advantage of Page features
5
6
What is Facebook?
#SM4PH
Getting Started
• Start by listening
• Know your audience
• Identify your goals
• Have a plan
7
Manage Content
• Create an editorial calendar
• Use checklists
• Learn from Facebook analytics/Insights
• Repurpose content across platforms
8
• Content guidelines
• Account ownership
• Rules of engagement and dealing with inappropriate comments
9 #SM4PH
Have a Policy
Find Your Voice
• Speak and write in the first
person
• Build an online personality
consistent with your brand
• Share stories and photos
10
Making Engaging Content
• Foster dialogue
• Show you are listening
• Ask questions/polls
11
Example
12
• Use photos & videos
• Create albums
• Tag partners as appropriate
• Celebrate milestones
13 #SM4PH
Get Visual
14
15 #SM4PH
Things will change. (and it will be ok)
16 #SM4PH
Cool Tools
• Facebook Pages Manager App
• Facebook Home
• Chat Heads
17
1.Post succinct content
2.Post photos and videos
3.Post regularly
4.Try a “fill in the blank” post
5.Be timely
18 #SM4PH
5 Best Practices
Monitor
statistics &
audience
engagement
with
Insights
19 #SM4PH
Tracking
Success Story: Disease Outbreak
20
Boston Public Health
Commission Healthy Boston
Increasing awareness and
action for 2013 flu outbreak
• Best practices for the public
about flu care & prevention
• Provide immediate alerts for
free vaccine clinics
Facilitated surge in site visits
to BPHC clinic calendar
#SM4PH
Success Story: Campaign Promotion
21
Philadelphia Dept. of Public Health - TakeControlPhilly!
Campaign promotion w/Facebook Ads • Info about getting free
condoms and facts about STDs
• Updates about free health services
• Two campaigns, $3,000 and two weeks each
• Ads allowed them to target a specific demographic and expand their reach
• FB likes, web visits and condom orders increased substantially
#SM4PH
Success Story: Awareness
22
AIDS.gov Facing AIDS for World
AIDS Day
• Post images to website via
Facing AIDS app
• Posted Facing AIDS photos
and messages
• Linked people to HIV
prevention and treatment
service locator
#SM4PH
Success Story: Awareness
23
Global TB Institute
1) Posted news stories about TB
2) Shared health alerts (e.g. recent drug
and Tubersol shortages)
3) Shared materials & resources
4) Shared photos of events (e.g. lectures, NYC
World TB Day Walk)
5) Promoted trainings and webinars
#SM4PH
Success Story: Awareness
24
Global TB Institute
In three months:
• Increased awareness
• Increased access of
products
• Audience feels more
connected
• Increased
engagement, etc.
#SM4PH
Benefits of Visual Sharing
Visuals are processed
60,000x faster than text
Content with images attracts 94% more total views on average than content without images
Videos are shared 12 times more often than links and text posts combined
brands if they post
pictures
#SM4PH 25
What is Pinterest & Who’s Using It?
It allows users to collect and
organize images and videos they find online.
• 15% of online users visit Pinterest
• Equally popular with both 18-29 and 30-49 year olds
• 28% of users make more than $100k
• Women are five times more likely to use Pinterest than men
• 50% of users have kids
26
Pinterest for Public Health
• “Pin” photos and videos • Create “Pinterest
Boards” • Share “pins” • Drive traffic to your site • Share messaging
creatively • Contests, Tips,
Teasers, Fast Facts • Monitor and evaluate
#SM4PH 27
Pinterest Case Study
Mayo Clinic:
Uses Pinterest to post healthy recipes, fitness tips as well as safety and health awareness messaging.
• The hospital also saw that they already had an audience there that was starting to get some traction so it was beneficial for them to create a board that promoted a lot of their initiatives and messaging.
• Now Mayo Clinic has more than 4,000 followers.
28
What is Instagram & Who’s Using It?
• Free photo sharing app currently available on Apple and Android mobile devices.
• Most appealing to African-Americans, Hispanics, urban residents, 18-29 year olds, and women
#SM4PH 29
Instagram for Public Health
30
• Post an image from a blog post or an article to drive traffic to your content.
• Use it as a channel for promoting archived content to a fresh audience by linking it to hash tags like #cancerawareness.
Instagram Case Study
The Red Pump Project To raise awareness about the impact of HIV/AIDS among women and girls through various photos of their events and upcoming awareness days.
• various chapters of the Red Pump Project upload photos to the Red Pump Project’s Instagram site to showcase the series of events throughout the U.S.
• The organization has more than 800 followers.
#SM4PH 31
What is Tumblr?
Tumblr microblogging platform and social networking website, allows users to post multimedia and other content to a short-form blog.
#SM4PH 32
Tumblr Demographics
More than 5,000 unique visitors each
day
Most popular with 18-24 year olds
Tumblr users are typically college
graduates
63% of the audience is White
33
Tumblr for Public Health
• Expand reach
• Follow other public health organizations on Tumblr
• Find top influencers, potential advocates for your cause or research
• Promote events and initiatives
#SM4PH 34
Tumblr Case Study
Ottawa Public Health‘s Healthy Ottawa Campaign In 2012, the organization began using Tumblr for their Healthy Ottawa blog as a complement to their website.
• Throughout the year, Ottawa Public Health posted a variety of topics to promote health among the residents.
• By the end of 2012, Ottawa Public Health had over 10,800 followers, and their growth continues.
#SM4PH 35
What is Vine & What’s its’ role in Public Health?
• Mobile app for capturing and sharing short looping videos of six seconds or less
• Use to preview or tease other communications
• Engage users with quick tips, fast facts, brief messaging
• Challenge target audiences to create Vine videos that help spread public health messages
36
Vine Case Study
University of Colorado Health The University of Colorado uses Vine to engage patients with messages to improve their health.
• Created 11 videos about the benefits of drinking tea, heart health awareness, and nutrition tips. The videos are shared on Twitter, Facebook, Google+, and YouTube.
• According to TweetReach, in the three hours following the Vine posts, tweets and retweets about the videos reached nearly 9,800 people.
#SM4PH 37
Which is the Right Tool?
Benefits
• New form of engagement
• Promotes creativity
• Expands audience
• Drives traffic to organization’s page
Challenges
• Copyright issues
• Ownership of images
• Analytics
#SM4PH 38
Acknowledgements Presenters
Melissa Beaupierre & Tracye Poole Special Guest
Michelle Samplin-Salgado, AIDS.gov Executive Producers
Harry Young and Melissa Beaupierre Technical Producer/Director
James Bethea Social Media Coordinator
Carlos Chapman II Health Communications Support Team
Jennifer Smith, Tyra McKinney, Katie Mooney, Tiffany Spencer, Cynthia Newcomer & Valerie Watkins 39
40
Thank You - Facebook & Visual Social Media for Public Health
@CDCNPIN www.cdcnpin.org
#SM4PH