Immunization Hesitancy – A Brief Overview of Challenges and Opportunities OnlineCIC2016 – Canadian Immunization Conference |December 6-8, 2016 | Shaw Centre | Ottawa, Ontario, Canada

Presented By: Mike Kujawski, Managing Partner & Senior Consultant, Centre of Excellence for Public Sector Marketing (CEPSM.ca)

2

1. Key digital trends and statistics

2. Visualization of discussion surrounding vaccine hesitancy online

3. A few general tips

4. Free monitoring tools that can help you filter through the noise

Agenda.

>50% (3.7 billion)of the global population has internet access

>40% (2.9 billion)of the global population owns a smartphone

>38% (2.8 billion)of the global population is active on some form of social media

>25% (1.8 billion)of the global population is on Facebook

CANADA?

93% (33 million) of Canadians are online

76% (27 million) of Canadians own a smartphone

>70% (25 million) of Canadians are using some form of social media regularly

>62% (22 million)of Canadians are on Facebook

MATTER?

Approximately 1/4of internet users regularly create content and share it

Your dynamic web presence

Your static web property

WHAT’S

HAPPENING ON

FACEBOOK?

• Recent page layout re-design to focus on mobile • Soon to overtake YouTube for amount of video watched each day• Live video streaming is heavily favoured by its algorithm• 360 video, photo and VR support• Publishers can no longer include external links at the end of a video• Latest update favours posts shared by friends over page posts• Post visibility shifting from “friends only” to public • Messaging and private conversation shifting to messenger• Growth of malicious fake news disguised as real• Content sharing farms and bots• Polarization of discussion and growing of echo chambers

WHAT’S

HAPPENING ON

TWITTER?

• Twitter still steers the narrative of discourse on other social channels• Partnership with Google drastically increases exposure of Twitter • 1 billion unique visits monthly to sites with embedded Tweets• Algorithm prioritization of live streaming video (via Periscope) • Videos shared natively as opposed to 3rd party are given preference• Usernames and links no longer count toward 140 character limit• Emoji based targeting is now possible• Direct messages have no character limit, don’t require a follow back,

have read receipts and allow for rich media

•

•

•

•

General Anti-Vaccination Twitter Discussion

21

•

Anti-Vaccination 2-Step Facebook Page-Like Network

22

Mom-Influencer Facebook Community Example

23

24

PHAC Facebook Page

Government Facebook Page Echo Chamber Example

Simplified Digital/Social Media Engagement Strategy Model

Free Tool #1 – SocioViz.net

Free Tool #2 – MentionMapp.com

Free Tool #3 – Netlytic.org