CDC NPIN In the Know: Facebook & Visual Social Media for Public Health

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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

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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.

Facebook

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Making the Case

• Means to an end

• Limited financial investment

• A billion people!

• Thoughtful, consistent

engagement with your audiences

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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

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What is Facebook?

#SM4PH

Getting Started

• Start by listening

• Know your audience

• Identify your goals

• Have a plan

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Manage Content

• Create an editorial calendar

• Use checklists

• Learn from Facebook analytics/Insights

• Repurpose content across platforms

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• Content guidelines

• Account ownership

• Rules of engagement and dealing with inappropriate comments

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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

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Making Engaging Content

• Foster dialogue

• Show you are listening

• Ask questions/polls

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Example

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• Use photos & videos

• Create albums

• Tag partners as appropriate

• Celebrate milestones

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Get Visual

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Things will change. (and it will be ok)

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Cool Tools

• Facebook Pages Manager App

• Facebook Home

• Chat Heads

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1.Post succinct content

2.Post photos and videos

3.Post regularly

4.Try a “fill in the blank” post

5.Be timely

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5 Best Practices

Monitor

statistics &

audience

engagement

with

Facebook

Insights

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Tracking

Success Story: Disease Outbreak

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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

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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

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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

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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

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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

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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

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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

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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.

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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

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Instagram for Public Health

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• 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.

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What is Tumblr?

Tumblr microblogging platform and social networking website, allows users to post multimedia and other content to a short-form blog.

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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

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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

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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.

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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

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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.

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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

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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

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Thank You - Facebook & Visual Social Media for Public Health

@CDCNPIN www.cdcnpin.org

#SM4PH