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What does it take to build an online community? Using Social Networking to Promote the Physical Activity Guidelines
 

What does it take to build an online community? Using Social Networking to Promote the Physical Activity Guidelines

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Presented on August 13, 2009 at the CDC National Conference on Health Communication, Marketing, and Media...

Presented on August 13, 2009 at the CDC National Conference on Health Communication, Marketing, and Media

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1. Trends and Statistics of social networking sites overall and online communities

2. Be Active Online Community development and lessons learned
3. Showcase of our other social media tools

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  • Good afternoon Trends and Statistics of social networking sites overall and online communities Be Active Online Community development and lessons learned Our other social media tools
  • NOTES: SOURCES: http://www.techcrunch.com/2008/12/31/top-social-media-sites-of-2008-facebook-still-rising/#comment-2581823 Top Social Media Sites of 2008, December 31, 2008. Accessed on May 5, 2009. http://www.edisonresearch.com/Infinite%20Dial%202009%20Presentation.pdf Edison Research, April 2009 report on “The Infinite Dial 2009.” Accessed on May 5, 2009. http://www.edisonresearch.com/Infinite%20Dial%202009%20Presentation.pdf Edison Research, April 2009 report on “The Infinite Dial 2009.” Accessed on May 5, 2009. http://blog.nielsen.com/nielsenwire/online_mobile/twitters-tweet-smell-of-success Twitter’s Tweet Smell of Success, March 2009. Accessed on May 5, 2009. http://blog.nielsen.com/nielsenwire/online_mobile/march-video-streaming-soars-nearly-40-compared-to-last-year/ March Video Streaming Soars 40% Compared to Last Year, April 2009. Accessed on May 5, 2009.
  • NOTES: - Different social sites have different levels of use among age groups… - Interesting to note that different populations use technology in different ways – for example, Latino rates for using mobile technology are much higher than average and African American rates for using broadband (in many cases to download music or games) are much higher than average SOURCE: http://www.rapleaf.com/company_press_2008_06_18.html Published June 2008. Accessed on May 12, 2009.
  • 1. 2. (although content does plays a major role, it is not the impetus for the community) 3. it is not one conversation but many 4. Not necessarily in the context of what the community is discussing as a whole 5. These leaders are community members and they self-select because of their interests - not because they are told to do so...although they can be encouraged to do so.
  • http://www.diamond.info http://www.toolbox.com http://www.learningtimes.org
  • Aligned with our stakeholders’ vision! Networking across geographic regions (nation-wide) Sharing information about successful strategies and lessons learned in promoting the Guidelines Leveraging resources to collaborate on promotion efforts
  • Happy to share resources as they are requested for specific platforms…

What does it take to build an online community? Using Social Networking to Promote the Physical Activity Guidelines What does it take to build an online community? Using Social Networking to Promote the Physical Activity Guidelines Presentation Transcript

  • What does it take to build and Online Community? Using Social Networking to Promote the Physical Activity Guidelines Ana Tellez, APTR eHealth & Policy Fellow Office of Disease Prevention & Health Promotion (ODPHP) U.S. Department of Health & Human Services August 13, 2009
  • Trends and Statistics
    • Social Networking Sites &
    • Online Communities
  • SNS Trends and Statistics
    • One in three Americans have a profile on a Social Networking Site .
    • 75% of online adults between ages 18 and 24 have a social network profile, as do 57% of wired adults between 25 and 34.
    • Top 3 social media sites in 2008: Blogger (222 million unique worldwide visitors) , Facebook (200 million unique worldwide visitors) , and Myspace (126 million unique worldwide visitors).
  • First and Last Graph
    • Different social networks have a greater appeal for different age groups…
    – MySpace – – Facebook – – Flickr – – LinkedIn –
  • Characteristics of an Online Community
    • They are continuous, not temporal - there is a core membership that interacts together over a long period of time.
    • Communities gather around a concept or common goal.
    • Communities take on various conversations and activities, led by different members over time.
    • People within communities get to know each other and interact regularly without centralized facilitation.
    • Community leaders emerge over time
  • Examples of Professional Online Communities Jewelers & Consumers IT professionals Education & Training Professionals
  • Nancy White, in Online Communities
    • “ Because of the socially constructed nature of learning, communities of practice go far beyond mere information exchange. Members take risks to share both their knowledge and challenges. Reputation places a person in either the core or periphery of a group. Social capital is the currency. Trust, identity and the influence of leadership all affect a learning community.” (White, 2003)
  • Reflections
    • Be Active Your Way Online Community
  • Our Vision
    • Providing a virtual space for our Supporter Network to:
    • Network (across geographic regions and interests)
    • Share information (best practices, lessons learned)
    • Collaborate (leverage resources)
    • Innovate ( develop new promotion strategies)
    • Obtain news and information from across the federal government on physical activity
  • Our (iterative) Process
    • Develop functionality requirements
    • Conduct user-testing (2 rounds)
    • Conduct a pilot with a cohort of established contacts
    • Develop some more!
  • Functionality = Features
    • Planned
    • Individual (and searchable) profiles
    • Library of resources (for and by users)
    • Blogs (for and by users)
    • Message boards
    • Wiki
    • Calendar of events
    • Identified after pilot
    • Inmail – private messages between members
    • More multimedia
  • Taking a Peek at our Pilot
  • Taking a Peek at the Profiles
  • Lessons Learned
    • Need to invest a LOT of time early on
      • Usability / features just right
      • Purpose / content drivers
    • Users have certain expectations of Social Networking Site features
      • Features
      • Privacy options
      • Multiple points of access
    • Content and context management is key
  • Great Potential
    • Opportunity to engage stakeholders in an ongoing basis and on a more personalized basis
    • Opportunity to institutionalize Guidelines in messaging across a wide range of organizations
    • Opportunity to centrally disseminate federal resources about physical activity
  • Other Social Media Tools
    • E-cards and a widget too
  • Healthfinder e-cards
  • Healthfinder e-cards
  • Healthfinder e-cards
  • Healthfinder e-cards
    • Thank you
    • [email_address]
    • Be Active Your Way!