Marketing Public Health Through Social Media
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Marketing Public Health Through Social Media

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Angela Connor addressing public health professionals at their annual conference at UNC Asheville.

Angela Connor addressing public health professionals at their annual conference at UNC Asheville.

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  • Out of the 50 state public health departments in the U.S., 26 had Twitter accounts in 2011, according to a study published in the journal BMC Public Health.The study found that 17 state public health departments had Facebook accounts in 2011, 13 had a YouTube channel, four had a Flickr account and one had a blog,Read more: http://www.ihealthbeat.org/data-points/2012/how-many-state-public-health-departments-had-various-social-media-accounts-in-2011.aspx#ixzz28U8lQosJ
  • Talk about how it has changes. Facebook brand pages, profiles, moderating comments, etc…Facebook has a new annoucnement every single day .
  • At the core of your strategy –Clearly defining how your business goals are to be achieved through your Facebook marketing
  • Goal of a health department in the State of Utah: What we do: Ensure Salt Lake County is healthy through:- promotion of healthy lifestyles and the prevention of chronic diseases such as obesity, 
  • With social media, there is no one-size-fits all strategy for success. Before we make any recommendations, it is crucial that we understand your company or organizaation’s goals and objectives. Then, we develop a social media plan to firmly establish your brand online. We work tirelessly to ensure your brand is differentiated, compelling and relevant and drives not just awareness or interest, but engagement and dialogue.
  • Use social media as a real-time research tool and to gain insights on a number or topics.
  • Questions, polls, survey – find out what they want and how they want it.
  • A picture is worth a thousand words.An infographic is worth a thousand tweets.
  • A picture is worth a thousand words.An infographic is worth a thousand tweets.
  • A picture is worth a thousand words.An infographic is worth a thousand tweets.
  • Talk about how this also had influencer relations
  • How are you delivering your message? Maybe people don’t engage because it isn’t interesting. Social media gives you many ways to do that. Alamance County is seeing some success with twitter, getting noticed by community and local media Seasonal flu vaccination awareness (this was a multi-health department media collaboration with Chatham, Guilford, and Randolph counties)Rabies Alerts (with confirmed cases of rabies in the county)Health Department eventsNews Releases and background information about the subject (i.e. County Health Rankings, Give Kids a Smile, and other important health topics) 
  • How are you delivering your message? Maybe people don’t engage because it isn’t interesting. Social media gives you many ways to do that. Alamance County is seeing some success with twitter, getting noticed by community and local media Seasonal flu vaccination awareness (this was a multi-health department media collaboration with Chatham, Guilford, and Randolph counties)Rabies Alerts (with confirmed cases of rabies in the county)Health Department eventsNews Releases and background information about the subject (i.e. County Health Rankings, Give Kids a Smile, and other important health topics) 

Marketing Public Health Through Social Media Marketing Public Health Through Social Media Presentation Transcript

  • Marketing Public Health Through Social Media Angela Connor; Senior Vice President, Group Director October 11, 2012Angela Connor Twitter: @communitygirl Hashtag: #publichealth
  • Social Media is not a fad. It’s a fundamental shift in the way we communicate.Angela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • Angela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • Today over 65% of adult internet users say they use a social networking site. The Pew Research Centers Internet & American Life Project ; February 2012Angela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • 95% of all teens ages 12-17 are now online and 80% of those online teens are users of social media sites. The Pew Research Centers Internet & American Life Project ; February 2012Angela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • Social networking site usage is most popular with: •18-49-year-olds •Some college education •Household income of less than $30,000 per year.Angela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • State Public Health Departments and Social Media (2011) 30 25 20 15 10 5 0 Twitter Facebook YouTube Source: BMC Public Health, "Adoption and Use of Social Media Among Public Health Departments” 2011Angela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • Spheres of influenceIf you buildit, will theycome?
  • Social Media is Always Changing But YOU Should be ConsistentAngela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • Angela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • What are your goals? • Change behaviors – move • Get noticed. More media people to action coverage • Drive home a specific issue • Prevention of chronic diseases • Raise awareness • Fan engagement and • Drive traffic to website/blog growth • Connect with a particular • Educate on an unknown population topicAngela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • Angela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • Let’s Talk About Social Communications •Angela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • It’s not all about you! • What’s the hook? • Why should they care? • What’s in it for me? • Move away from ME, ME, ME • And don’t preach!Angela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • Listen, Listen, ListenFind Your Target AudienceEducate AND EngageEmbrace Social Advertising
  • Meningitis mentions over the last weekAngela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • Meningitis mentions over the last week – BlogsAngela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • Angela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • Meningitis mentions over the last week - TwitterAngela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • Listen, Listen, ListenFind Your Target AudienceEducate AND EngageEmbrace Social Advertising
  • Create real dialogue with your stakeholders
  • Listen, Listen, ListenFind Your Target AudienceEducate AND EngageEmbrace Social Advertising
  • EUCATE and ENGAGE Live Chats Several hundred live readers 1,200 Replays 38 Questions answered 78 submittedAngela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • ENGAGE - Visual Storytelling A picture may be worth worth a thousand words…Angela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • But an infographic is worth a thousand tweets.Angela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • Angela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • Angela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • The Ad Council – Feed the Pig CampaignAngela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • Listen, Listen, ListenFind Your Target AudienceEducate AND EngageEmbrace Social Advertising
  • UNC Health Care Egg Allergy ChatAngela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • UNC Health Care Egg Allergy ChatAngela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • Today, I challenge you to… • Rethink your messaging • Become your own publisher • Find your audience. Go where they are. • Take the focus off of YOU • Engage: Don’t be afraid to ask questions and find out what your target audience wants and needs from you • -Learn from others • -Apply to YouTube for NonprofitsAngela•Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • Resources • Subscribe to Capstrat’s Health Department List on Twitter: https://twitter.com/i/#!/capstrat/health-departments • Angela’s Public Health Infographics Board on Pinterest: • http://pinterest.com/communitygirl/infographics-on-public- health/ •Angela Connor Twitter: @communitygirl LinkedIn: angelaconnor
  • Upcoming Webinar Building Blocks of a Successful Social Strategy November 1, 2012 2:00 p.m. – 3:00 p.m. Location: http://capstr.at/WQ For an invite, email: aconnor@capstrat.comAngela Connor Twitter: @communitygirl Hashtag: #publichealth