Rebalancing the vaccination conversation in social media

Angus Thomson PhDVaccination Advocacy, Sanofi Pasteur

angus.thomson@sanofipasteur.com@ThomsonAngus

Dengue virus seen under an electron microscope

Photographer: Institut Pasteur

Copyright: Sanofi Pasteur

Dengue virus seen under “Twitter Microscope”

Data viz: Stephane Suisse

SOCIAL MEDIA

NOT TOOLS

NOT PLATFORMS

NOT DIGITAL

NEW SPACE

SOCIAL SPACE

CONVERSATION

LEVELS OF INTERACTION

LISTENING

SEEKING INFO

COMMENTING

CONVERSING

SHARING (CONTENT)

CREATING CONTENT

CHALLENGE

OPPORTUNITY

Engaging in social media

MONITORING

MEASURING

CONTENT

REACH

MOVEMENTS

New framework

ANALYSIS

STRATEGY

A. Thomson, M. Watson. Listen, understand, engage. Sci. Transl. Med. 4, 138ed6 (2012).

Listening & understanding:From Raw Data to Social intelligence

Human analysis (to refine algorithms):Sentiment | topic | buzz |

Active surveillance (events):News | rumors | issuescontroversies | outbreaks

Monitoring (indicators):Volume | channel | sentimenttopic | region | language

Human analysis (drill down):subject | tone | buzzcrisis | measure & evaluate

Data Visualization (networks):Influencer ID & mappinghubs of influence | Social networks

Insights

Social

Intelligence

Social Monitoring

Data, conversations

Social

Intelligence

Social Monitoring

Data, conversations

Social

Intelligence

Social Monitoring

Monitoring the online vaccination conversation

• Open access dashboard• Aim: to give vaccination program and communication managers a open tool to monitor

and track the conversation in mainstream and social media on vaccination• Vaccination-related stories from 50,000+ sources including online news, blogs, expert-

curated discussions, twitter and validated official reports. • Public health experts at ProMED and Epidemico curate the web & social media data.• Developed by HealthMap & Sanofi Pasteur• Currently in beta, but available now online• Currently looking for partners to help develop it, including adding new languages

Monitoring - 2

Main Channels

Stakeholders

Trends, volume, breakdowns

Topics, Issues

And much more …

Understanding the vaccination conversation in social media

• The conversation in social media on

vaccination is predominantly positive or

neutral

• Social media is not highly trusted as a

source of information on vaccination [1]

• There are not that many signals

• We cannot understand health behaviors with

any reliability - yet

1. unpublished data from a 5-country study

Mexico case study: Digital usage

Source:

Most Popular Audience Interests include:

• Arts and Entertainment

• Urban & Hip-Hop

• How-to

• DIY

• Expert Content

Facebook

user

Demogra

phics in

Mexico

Source:

Flu

Campaign

Different topics

around vaccination:

malaria, Cancer,

HPV, Sida, rabies,

universal vaccine

Huge spam from Clinical

Maruri for acupuncture

Mexico case study: Topics

| 14

News: the universal flu vaccine:

http://t.co/dqcsKCy7ql

Mexico: mass vaccination campaign

against seasonal influenza

http://t.co/nDHLDKFBiV

Nuevo León

RT @TheGlobeMX Inicia

@RodrigoMedina campaña de

vacunación contra la Influenza

Estacional

http://t.co/BmVV6a6mEn

Jalisco:

October stats from IMSS

in Jalisco who applied 219

029 influenza vaccines

Influenza vaccine,

available at # Metro

clinics, health centers and

hospitals from

@GobiernoDF

Veracruz: Huge

communication from

Castañeda Lorenzo

Pacheco, recalled that

during the last two

months have been

applied about 33 000

vaccines against

influenza in the area

corbubada

Metrobus Communication

campaign :Vaccination

against influenza will be

held at ten stations thus 12

stations

http://t.co/N20dDCZMyP

Reinforcement of Flu Campaign

in different states (Jalisco,

Veracruz, Mexico DF, Tabasco

…):

• Follow-up on the number of

doses used per states

• Reminder to people at risks:

children five to nine years old,

adults over 60, health

personnel, patients, pregnant

women

• Communication on opening

hours

• Testimonies from Governors of

states and other personalities

getting their own flu shot

Awareness message

about influenza and

flu vaccination

Communication on

the flu vaccine

availability in different

states

influenza

Mexico case study: tracking the flu campaign

Mexico case study: Visualising the conversation

Hidalgo

Mexico City

Jalisco

Veracruz

Salud

Mexico

Naucalpan

Colima

Doctors

President, Jalisco

Governor and

spammers

Yucatan

Sonora

Delegación Benito

Juárez

Morelos

Tabasco

Coahuila

Coahuila

Media

Media

IMSS & CDC

Espanol

Media

Gov

Circles

represents the

main clusters

At the center of

the graph are

present people

who tweeted

without RT OR

MT

Moving at the

periphery

appears

interactions and

clusters

Size of Nodes measures the most influent and central account in the network

Tracking outbreaks of Dengue in Brazil

Dengue Wikipedia Page

Twitter

Aedes aegypti

Wikipedia Page

1. Analyses by Stephane Suisse2. Generous N, Fairchild G, Deshpande A, Del Valle SY, Priedhorsky R (2014) Global Disease Monitoring and Forecasting with Wikipedia. PLoS Comput Biol 10(11): e1003892.

Engaging in social media

NOM DE LA PRESENTATION | 17

Content Hub

Blog

Blog

Health website

NGO website

● AUTHENTICITY

● People connect with people, not faceless organisations

● CONTENT

● Resonant

● Relevant

● Easily shareable

● REACH

● Share & facilitate sharing of content

● Build movements not campaigns

Campaigns add to awareness.Movements add to credibility.

Campaigns are “you vs. us.”Movements are “let’s do this together.”

VaccinesToday.eu: A European vaccination hub

● Launched 2011 with funding from Vaccines Europe

● Run by a health journalist

● W/ Editorial Board comprising medical and communications experts from industry, medical practice and a patient organisation

● Website with resonant, relevant content

● Interviews & guest posts by patient groups, doctors, academics & experts from GAVI, ECDC, WHO

● Disease information and FAQs, coverage of news stories

● Videos, articles, infographics

● Building trust

● Included in the WHO Vaccine Safety Net list of trustworthy websites

● Health on the Net accredited

● Reach

● Twitter, Facebook and YouTube

VaccinesToday.eu

Steady growth

Active engagement• Through Twitter, FaceBook, & a blog• Competition: submit photos & captions

explaining how vaccines make ‘life worth living’

Supporters

Strategic social media engagement on flu vaccination in Mexico

• Social media training• MoH communications/health promotions

departments (n=25)• How to build a social media strategy • Influencers marketing• Crisis management + Community manager

role

• National media campaign extended into social media

“We shape our tools, and thereafter our tools

shape us”

- Marshall McLuhan