real-world social media stories to strengthen your efforts · 2013. 4. 25. · social media is like...
TRANSCRIPT
Real-World Social Media Stories to Strengthen Your Efforts
April 24, 2013
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Creating an Audience for Social Change A Facebook Page Case Study with MCH Audience @
Facebook.com/Trisomy18
Victoria J. Miller Trisomy 18 Foundation Executive Director [email protected]
www.trisomy18.org
Trisomy18.org
Our Channel/Audience on Facebook at facebook.com/trisomy18
• 35,400 Fans • Friends of Fans
reaches 14 million people
• Avg. Daily Posts create about 5000-7500 interactions
• Most viral post had 190,000+ interactions
Our Most Popular Post reached 194,000+ with 20% virality*
(% of total viewers who created stories)
Demographics and Gender • Our “sweet spot” = Women in their Child-bearing Years
Weave in Key FAQS about Trisomy 18 Condition as Patient Education and Support
Trisomy 18 Syndrome
Maternal Age Risks
Did I Cause this?
How long with my
baby live?
How to Treat or Cure?
Will All my Babies have this?
How will we cope?
Weave in Social Marketing of Key Health Messages for our Core Audience
Maternal Child
Health
Pertussis
Flu shots
Prenatal Screening Diagnosis
Medically Fragile
Children
Pediatric Medical Home
CYSHCN
FACEBOOK PAGE AS PART OF A SYSTEM !
Building is an Organic Process that has Growing Impact over time!
Not US but WE is the key • Make the individual FAN the center of the
universe (user-centric) .
• What are their needs/desires/connections/motivations?
• Your posts should give them ways to get their needs met
Satisfying Human Needs Fuel Interactions on Facebook
• To be SEEN
• To be HEARD
• To be CONNECTED
• To be PART of SOMETHING GREATER THAN OURSELVES
FOR YOUNG WOMEN: (Constructing Identities) – To be SEEN doing something
IMPT within social network
– To be SEEN as knowledgeable within social network
– To be taken seriously within their social network
– To SEEN being of SERVICE within their social network;
Regular Consistent Posting Keep the Pot simmering!
METRICS, METRICS, METRICS!
Facebook Ads do Work and are Cheap for Growing your Fan Base!
Facebook Ads Work and are Cheap for Growing your Fan Base!
And Have Exponential Effect over Campaign Time Period
Watch out for Family Dynamics and Intervene early
Healthy Welcoming, Inclusive, Coping
Family Dysfunctional Dynamics (Heroes, Rescuers,
Bullies, Victims)
People want to “hang out” where everyone gets along and will abandon a Page where there is only rancor and move elsewhere.
Final Social Media Tip: Don’t forget your Email Signature!
Facebook as Cocktail “Acquisition” Party Social media is like a cocktail party. It's about being social with people. Don't always put your organizational hat on where you regurgitate organizational talking points. Put on your human hat. Be personable and show your community the human side of the organization and the issues you work on. Your community should feel like they are talking with a real person not some public relations pro.
Alyson Kapin Social Change Any Time Every Where https://www.facebook.com/SocialChangeAnytime
www.StopTheClot.org
10 Steps to Start a Social Media
Campaign
@ericoconnor @stoptheclot
www.StopTheClot.org
Home Page Essentials
• Graphic that grabs attention
• Search
• Email Capture
• Social Share Icons
• Breaking News
• Donate
Analytics and Insights • What do we do well?
• What needs work?
www.StopTheClot.org
• HootSuite
• Bit.ly
• Google Analytics
• Facebook Insights
• Basecamp
Measure
www.StopTheClot.org
Social Media And State Government (they can co-exist, really!)
Social Media in an
Emergency
• “In an emergency, you must treat information as a commodity as important as the more traditional and tangible commodities like food, water, and shelter.”
• -Jane Holl Lute, Deputy Secretary, Homeland Security (Lesperance, et. al, 2010:3)
When creating your message…
• 90% of people trust word of mouth • National Weather Service: no one reacts to the first
warning
• Emphasize a person’s “ability to recover”
The Derecho
FEMA is sending generators!
Where can I get my generator?
These are BIG generators
Don’t Forget Your Roots
Getting Your Toes Wet
Setting up Social Media
The Rules of Social Media
• The rules are set by the platform
• Everyone/no one is a social media expert
• “The click is the bonus.” • -Adam Connor, Associate Manager of Public Policy for Facebook
• Google: Adam Connor from Facebook gives 10 tips for using Facebook for government
Social Media in Government
•Establish Policies & Guidelines • For the Public • For Employees
•Set Up Sites • Fan Pages
•Who To Follow/Like • Trusted Sources • Stakeholders
How to Develop a Policy
Social Media Policies
• Who is your target audience?
• Who are your administrators?
• Who are your users? • Do you allow employees to access?
How to Develop a Policy
•Beg •Borrow •Steal (with permission, of course)
Social Media
The Ohio Department of Health
ODH Facebook Page
• Established during H1N1. ODH was the pilot for state agencies.
• Was a one-way street of communication.
• Now a tool for engaging and listening to the general public, local health departments, employees and stakeholders.
Program Pages
Grant Projects: • Ohio Healthy Beaches • Get Vaccinated, Ohio
Managing Program Pages
• Programs must apply for the page • They identify an administrator, and
allow me as an administrator • At least three posts per week, no
more than an average of one per day • Post approval
Who to Like
• Other ODH pages • Other government agencies • Local Health Departments • Trusted sources of public health
information (CDC)
Facebook Groups
• Communicate information to stakeholders • Information would not benefit the public • Public: Everyone can see the group, find it in a search and
make posts • Closed: Everyone can see the group, but only members can
see and make posts • Secret: Only members can see the group/posts and make
posts
• Emergency Communication
• Stakeholder Engagement
Dangerous Waters
• Your content is clean…. But don’t forget about what else is out there!
• When you click ‘share’ un-click the box that says ‘show suggested videos.’
Your Biggest Fans or Your Biggest Concerns?
Employee Usage
Elizabeth W. Mitchell, PhD Associate Director for Communication Science April 24, 2013
National Center on Birth Defects and Developmental Disabilities Office of the Director
Engaging NCBDDD Around Social Media
Presentation Overview
NCBDDD Social Media Channels Goals Strategy Engagement Ideas
Our Social Media Activities
NCBDDD • Flickr • YouTube • Twitter • Facebook • Pinterest • Online
Collaborations
CDC • Linkedin
NCBDDD Social Media Goals
Increase Reach
• How many people received our content? o i.e. page views (web), # followers (Twitter)
Exposure • How many people were exposed to our content?
o i.e. click throughs to CDC website content, Favorites (Twitter) Engagement
• How many people interacted with our content? o i.e. Facebook and YouTube (likes, comments), followers,
retweet and unique comments (Twitter)
Creating NCBDDD Thought Leaders
Social Media Strategy
Creating NCBDDD Thought Leaders
Social Media Strategy
What is a thought leader?
• Spokesperson for an NCBDDD focus area
• Part of the NCBDDD brand
Creating NCBDDD Thought Leaders
Social Media Strategy
What is a thought leader?
What is the GOAL?
• Spokesperson for an NCBDDD focus area
• Part of the NCBDDD brand
• Increase awareness of what we do and the expertise we have
• Increase engagement in our topics among stakeholders
Creating NCBDDD Thought Leaders
Social Media Strategy
What is a thought leader?
What is the STRATEGY?
What is the GOAL?
• Spokesperson for an NCBDDD focus area
• Assess where the NCBDDD priority topics are being discussed (proactively/opportunistically)
Which partners? What websites? What blogs? New papers or data?
• Insert NCBDDD thought leaders in those conversations
• Part of the NCBDDD brand
• Increase awareness of what we do and the expertise we have
• Increase engagement in our topics among stakeholders
Creating NCBDDD Thought Leaders
Social Media Strategy
What is a thought leader?
What is the GOAL?
What is the STRATEGY?
MONITOR & EVALUATE
• Spokesperson for an NCBDDD focus area
• Assess where the NCBDDD priority topics are being discussed (proactively/opportunistically)
Which partners? What websites? What blogs? New papers or data?
• Insert NCBDDD thought leaders in those conversations
• Part of the NCBDDD brand
• Increase awareness of what we do and the expertise we have
• Increase engagement in our topics among stakeholders
Partnership with BlackDoctor.org (BDO)
BDO: Online Health Resource Targeted to African Americans Offers health news and features, & a searchable directory of black
healthcare providers
Featured Expert Dr. Althea Grant Weekly Blogger Facebook Chats
Special Thanks To: CDC’s Online Collaborations Team
• Kathleen Carey, Reyna Jones CDC’s Web & Social Media Team
• Conne Ward-Cameron, Tessa Revolinski, Sharon Meek, Stephen Griffin, Baron Hill
SO HOW CAN WE WORK TOGETHER?
Some Ideas
Twitter Chat idea? Follow us
• Dr. Boyle’s twitter profile: https://twitter.com/DrBoyleCDC Retweet or favorite us
YouTube and Flickr albums Download, share or link to our videos Share a personal story
• http://www.youtube.com/playlist?list=PL2B6E2487DCB37F68&feature=plcp
• http://www.flickr.com/photos/cdcsocialmedia/sets/
Facebook Chat idea?
• https://www.facebook.com/CDC
More Ideas
Use a program or campaign hashtag Grab a button or badge
http://www.cdc.gov/ncbddd/socialmedia/buttongallery.html
Send an e-card http://www.cdc.gov/ncbddd/socialmedia/e-cards.html
Download a mobile application http://www.cdc.gov/mobile/applications/MobileFramework/fasdpr
omo.html
Our web content is now easier to read on mobile phone
1600 Clifton Road NE, Atlanta, GA 30333 Telephone, 1-800-CDC-INFO (232-4636)/TTY: 1-888-232-6348 E-mail: [email protected] Web: www.cdc.gov
For more information please contact Centers for Disease Control and Prevention 1600 Clifton Road NE, Atlanta, GA 30333 Telephone, 1-800-CDC-INFO (232-4636)/TTY: 1-888-232-6348 E-mail: [email protected] Web: www.cdc.gov
The findings and conclusions in this report are those of the authors and do not necessarily represent the official position of the Centers for Disease Control and Prevention.
Thank you!
National Center on Birth Defects and Developmental Disabilities Office of the Director
Q & A
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