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Case Study - families, food and fitness netc may 2010 1
 

Case Study - families, food and fitness netc may 2010 1

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  • Surprising Statistics by Jason Baer: “87% of respondents in a survey conducted by Edison Research ages 12 and up have heard of Twitter (88% have heard of Facebook); only 7% of Americans use Twitter (41% have a profile on Facebook); Twitter is the important, vocal minority (Twitter population is 17 million people, Twitter users are plugged into brands like nowhere else on the social web; Twitter users are 3 times more likely to follow brands than Facebook users); in the research summary, Tom Webster said that ‘Twitter will ultimately be the way that we interact with brands, and will power the social CRM movement.’; Twitter is disproportionately popular with African Americans (25% of Twitter users are African American – may be due to Twitter’s functional similarity to text messaging); Twitter on the Go (63% of Twitter users access social networks via mobile phone); 53% of Twitter users never post anything
  • - From “Social Media and Mobile Internet Use Among Teens and Young Adults” – a project of the Pew Research Center: 72% of online 18-20 year olds use social networking websites, nearly identical to the rate among teens; 52% of adults who use social networking sites have two or more different profiles (up from 42% in May 2008); Facebook is currently the most commonly-used online social network among adults (73% - Facebook; 48% MySpace; 14% LinkedIn); Young adults lead the way when it comes to using Twitter or status updating – 1/3 of online 18-29 year olds post or read status updates; of teens ages 12-17, 31% get health, dieting or physical fitness info from the internet From “What Social Media Users Want” research from online advertising network Chitika – Twitterers mostly consume news, MySpace want games and entertainment, Facebookers are into both news and community – capitalize on what you can offer that best fits in with what each audience is seeking on their respective social network; 47% of Twitter traffic is in news category, 10% tech; Facebook – 28% news, 17% community, 13% How to/DIY Ultimate Goal: use Twitter and Facebook to drive more traffic to the content of the FFF CoP Intermediate Goals: increase eXtension’s and FFF’s presence by taking our brand and material to our target audience (we’ve already established that our TA, young families with children, are on these sites); stay up to date and vocal in the public dialog involving health, nutrition, fitness, research, etc.; present FFF as an openly accessible entity with research-based, unbiased ‘families, food, and fitness’ info; offer online support for behavior change Strategy – currently use SM to promote eXtension “In the News” articles and content that parallels what’s going on in the world (seasonal/new research/news events); promote new FFF content; ‘advertise’ chats, webinars; re-tweet relevant info from trustworthy sources; maintain dialogue with other tweets to improve relationships and increase followers; also stay up to speed with SM/technology news through twitter and email lists (Beth’s Blog, Mashable); Facebook – schedule events such as chats hosted through eXtension and Iowa State; Discussions tab (obstacles to healthy eating during the holidays, tips to organizing recipes); post photos (FFF gets the most interactions (Likes, comments) when I post pictures of my baby boy, Facebook Fans respond more to personal messages); fans can also post photos; FFF has posted pictures from MIM, will encourage other states to post their health/wellness programs Text Messaging as a Tool for Behavior Change in Disease Prevention and Management – Twitter and FB are the next generation of text messaging CNN article – apps and texting can improve your health – B.J. Fogg at Stanford University’s Persuasive Technology Lab: Most people carry cell phones with them everywhere, making them a powerful tool in creating new habits in a person’s daily routine. Programs designed to improve health habits operate through “triggers,” or calls to action, which can be as simple as “click here.” Mobile technologies can help people with health goals by guiding them through small steps I use Text4Baby
  • From “9 Tips For Getting More Twitter Followers” – Expand the reach of your Twitter handle: Along with your name and other contact information, add a link to your Twitter profile onto your company homepage, email signature and any other online profiles.
  • Twitter Tips: see handout Do’s and Don’ts for Brands on Twitter: Do use proper grammar and spelling; don’t auto-tweet (point of Twitter is to be personally engaging more than blatantly promotional): if you’re carrying on a series of @replies, don’t wait a day or two between messages, reply within a few hours; don’t overtweet, try to make it a conversation, don’t shout at everyone; Shout out to users who mention you, be generous with your generosity; monitor keywords – for FFF, it’s health, fitness, exercise, food, nutrition, family; fish where the fish are – be sure your demographic is using Twitter, if not, being a silent observer may be your best use of Twitter Twitter Lists: lists aren’t just statis listings of users, but rather curated Twitter streams of the latest tweets from a specified set of users (FFF goal to assemble Nutrition and Health experts from land grant universities into a Twitter list for others to follow) currently there are 16 lists following @FFFCoP, beauty of a list is you can keep up with what folks are saying without following each individual Twitter account, use Listorious (directory of awesome lists on twitter) to search for lists you might be interested in following; TweetMeme exposes the most tweeted links and lists
  • 21 Creative Ways to Increase Your Facebook Fanbase: Embed Widgets on Your Website (Like Box widget: displays your current fan pag stream and a selection of fans) and/or Live Stream Widget (Allows Facebook users to add their comments to a live event and that activity pushes out into their stream); Invite your email subscribers (send an invitation several times, over time letting them know about your fan page and encouraging them to join; Add to your Signature; Create an attractive landing tab with a video explaining exactly what your fan page is about, who it’s for, and why they should become members; Integrate the Facebook Comment Feature (on the landing tab, you can Like and comment on any item and choose to have that comment posted to your Facebook profile; Get fans to tag themselves in photos from live events, photo appears in their stream; Load videos on Facebook and embed on your site; Place Facebook ads (nominal weekly/monthly budget); Link to Twitter, FB truncates message to 140 character limit and adds bit.ly link to your fan page (to get clickthrough data, type bit.ly link then + in browser – works for any bit.ly link!); get fans to join via SMS (tex 32665 with the words “fan yourusername” or “like yourusername”); use print media; display on your website; add a link on your personal profile; Add a badge or button to your profile; use the share button (the share button is on the bottom left of your fan page and this adds a personal message from you with the link to the fan page to your personal profile stream); Use the @ tag to point your friends to your fan page; “suggest to friends” option (depends on how many friends you have, your relationship with your friends, how often you suggest fan pages/friends to your friends, etc) 7 Actionable Facebook Tactics for Marketers Publish on Facebook to creat interactions with and among your fans – give fans something to talk about; info that’s important and interesting to your audience Give people a reason to join – virtual gifts, coupons, contests, and insider tips Use FB to expand relationships with your prospects, customers, and fans Make FB communications conversational Measure your Facebook marketing efforts and their impact on your goals (Facebook Insights – weekly emails, can export to Excel; beth kanter’s spreadsheet template for monitoring FB)
  • 274 clicks the week of February 24 to March 2, on March 2, emailed March 2010 Newsletter with bit.ly links to FFF content including webinar recording and “Go Green for St. Patty’s Day” article – eventually people will start using social media like they do email, forwarding messages, etc. On February 4, 2010, emailed CoP group the bit.ly link for “Super Bowl Snacks” – folks definitely respond to seasonal material
  • Tweetreach for @fffcop – all retweets and mentions from May 14 to May 19
  • Wanna know what generated the most interaction (likes, comments) – when I posted pictures of Noah Mack! Imagine that! I think we need more personalized messages on our FB page – FFF on FB will really take off when fans start using it as a place to post photos, videos, etc. of health/fitness/wellness programs; success stories; family stories – then admins can be more involved in the social support aspect
  • Yes! It is hard to quantify the increased interaction, relationships, dialogue that is afforded via social media. As more and more people start to hear our message, we will see traffic to our site grow, more people talking about FFF content, etc. The important thing is for us to be available and involved in the conversation! From Anne Adrian: Don’t discount interaction. It is not easy to count and quantify, but through time we hope to see more interaction, recognition of success (from the community) and improvements in questions and conversation. Much harder to quantify, but could provide for very good qualitative descriptive impacts. Personal example: while creating the IA Beverage Guide to Sugars, I communicated with the American Heart Association regarding their recommendations for intake of added sugar since the USDA MyPyramid does not currently recommend that a certain amount of calories be from added sugars

Case Study - families, food and fitness netc may 2010 1 Case Study - families, food and fitness netc may 2010 1 Presentation Transcript

  • Families, Food and Fitness NETC- 2010 Community of Practice Jane Clary, PhD, RN, MS, CHES Ashley Fondren, MS Mississippi State University, Food Science, Nutrition, and Health Promotion
  •  
  • Social Networks: Twitter
    • In 1 year, registered Twitter accounts increased by more than 1,500% and their team increased by 500% (140 employees).
    • Spread information quickly with the retweet button.
    • Easy to activate on your mobile phone.
    • “ Twitter is more than triumph of technology...triumph of humanity” Biz Stone, Co-founder of Twitter.
  • Social Networks: Twitter Why We love it!
    • Definitely helps bring people to the Families Food and Fitness CoP
    • Provides excellent sources of nutrition, physical fitness, and activity information
    • Provides a platform for all of us working together to help prevent childhood obesity
    • Provides twitter feeds that fit into the six behaviors in real time to everyone
    • Supports behavior change
  • Social Networks: Facebook
    • Over 400 million estimated active ‘users’
    • 35 million users update their status daily
    • 5 billion pieces of content shared weekly
    • 60 million status updates daily
    • 3 billion photos posted monthly
    • Average user is connected to 60 pages, groups, and events
    • People that use their mobile devices are twice as active as non-mobile users
    Stats from: Facebook Public Statistics May 2010
  • Families Food and Fitness Strategy …
    • Why social media works for FFF
    • What Social Media users want (Twitter versus Facebook)
    • Our “PLAN”
      • Direct young families with children to the FFF site, for their information on nutrition and physical activity
      • Direct other organizations and foundations to the FFF site
      • Provide social support through Twitter & Facebook to help our followers make better nutrition & health choices
  • Families Food and Fitness Strategies…
    • Some of our Twitter Followers:
      • @obamafoodorama
      • @Newsweek
      • @Parenting
      • @Family.DotCom
      • @Baylor Health
      • @Liz Szabo, USA Today
      • @American_Heart
      • @RWJF_PubHelath
      • @micheleborba (Parenting expert and Today show contributor)
    • @ alivincent (the biggest loser)
    • @USDA_NIFA
    • @SparkPeople
    • @RealAge
    • Listed 16 times
      • People following the FFF CoP Twitters
        • We are selected by other list owners…and many have an extensive list, so we reach far more than our followers to FFFCoP
  • Website Email Signature Social Networks Expand your Reach … Ashley P. Fondren, MS Extension Associate Mississippi State University Herzer, Room 261A Box 9805 Mississippi State, MS 39762-9805 662-325-6747 (office) 662-285-7560 (mobile) [email_address]   Families, Food and Fitness Community of Practice http://extension.org Follow On Twitter http://twitter.com/FFFCoP Like On Facebook http://bit.ly/94G6cF
  •  
  • Many ways to access Twitter
    • TweetDeck
    • Hootsuite
    • Mobile Apps (Twitter for Blackberry,Ubertwitter, etc.)
    • Twitteriffic for IPad
  •  
  • In the News…
    • Spread the word
      • Researchers
    • Twitter
    • Facebook
      • Events
      • Photos
      • Connect with professionals
  •  
  •  
  • Webinar Information
  • Does Social Media Make a Difference?
    • Google Analytics
    • Bit.ly summaries
    • TweetReach
    • Facebook Insights
    • Other benefits not quite so easy to measure
    • FFFCoP Survey
  • Google Analytics – Twitter
    • Referring Site Report
      • From April 18, 2010 – May 18, 2010, twitter.com sent 23 visits via 15 landing pages
      • Pages/Visit – 2.39 (up 22% from site average)
      • Average Time on Site – 1:44 (up 18% from site average)
      • From October 1, 2009 – May 19, 2010, twitter.com sent 144 visits via 24 landing pages
  • Google Analytics – Twitter
  • Google Analytics – Facebook
    • From April 18, 2010 to May 18, 2010, facebook.com sent 61 visits via 20 landing pages
    • Pages/visit – 2.16 (up 11% from site average)
    • Average time on site – 1:32 (up 5% from site average)
    • From October 1, 2009 to May 19, 2010, facebook.com sent 391 visits via 65 landing pages
  • Google Analytics – Facebook
  • Bit.ly Summaries
    • From April 2010 to May 2010, there were 322 clicks on our bit.ly links
    • Since tracking bit.ly links in December 2009, there have been 2000+ clicks on our bit.ly links
    • Use bit.ly links in facebook, Twitter, and in newsletters
  • Bit.ly Summaries
  • Tweetreach
    • Measures only the latest 50 tweets; if you want to measure more you have to pay ($20.00 for a full report of 1500 tweets from the last 7 days).
    • Tweetreach for @fffcop – Reached 11,062 people via 22 tweets
    • Tweetreach for #netc2010 – Reached 3,570 people via 50 tweets
  • Tweetreach
  • Facebook Insights
    • 82% Female & 17% Male
    • 30% age 25 – 34
  • Doesn’t Interaction Matter?
    • Twitter followers share wt. loss strategies
    • Health Magazine editors share health & nutrition tips, chefs share healthy recipes
    • Top universities with a health & nutrition emphasis provide webinars on Saturday mornings & spread the word. Agencies, foundations, and now the Whitehouse (Let’s Move) are addressing the obesity epidemic
    • Families, Food & Fitness provides support 24/7 …We are all trying to solve the obesity epidemic and awareness to the issue helps.
  • How are you using Social Media?
    • Newsletter leads
    • Reinforce face-to-face learning
    • Provide social support
    • Expand audiences
    • Announce programs/events
    • Re-stating facts or state the truth if false info is out there; a lot of quacks in health and nutrition…eXtension a trusted, unbiased source
  • Questions & Comments
    • Ashley Fondren, MS
      • [email_address]
      • @fffCoP
    • Dr. Jane Clary
      • [email_address]
      • @try2dobetter