Social Media - A Facebook Case Study


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Asuka Burge
Marketing Services Manager, NZ Blood Service
(3/11/10, Illott, 2.30)

Published in: Health & Medicine, Technology
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  • Active = users who have returned to the site in the last 30 days
  • Pages can be enhanced with applications that help the entity communicate and engage with their audiences, and capture new audiences virally through friend recommendations, News Feed stories, Facebook events, and beyond. Note that only the official representative of an organisation, business, celebrity, or band is permitted to create a Page. Need to be careful WHOSE personal account the Page is managed from!
  • A Graphic or image can be used to act as the profile picture to represent the organisation. Anytime the Page administrator posts a message, this graphic will show up. This middle section is what we call ‘THE WALL’. Its where most of the action takes place, including: Messages, comments and recent activity posted for fans to see The Publisher [point] at the top of your Wall allows NZBS to update our status and share content which pops up as a ‘Wall posts’.
  • The Info Page displays’ NZBS contact details and other information such as our official website details
  • The boxes tab is the home for all Applications. The Boxes allow you to keep all of your added Applications in a single organised space.
  • We have an Events application which advertises all University mobile collects across NZ, year round. We can create an Event and include information such as the date of the mobile collect, the opening hours, the specific collection site and venue, we have a link to google maps so people click to open a map and find out how to get there, a link to the NZBS website for people to book appointments, as well as the 0800 number so they can give us a call. We can add photos and videos to the event. People can post messages or ask questions about an event which we respond to.
  • The photo Application allows you to upload an unlimited number of photos and regularly update your albums. This activity also shows up on news feeds on the Home page of fans and on the NZBS fan page ‘Wall’. You can tag people in photos (label who is in the shot). When you do this, this picture will appear in THAT person’s own photos page on their profile that can be seen by their friends All people captured in photos must have signed a Media Release Form 107F056.
  • Facebook provides a high quality video platform so there’s almost no excuse not to make a video of what’s happening at NZBS or record messages to our fans. Video is an extraordinarily powerful medium to get stories and concepts across to people quickly and this is something we plan to use more-so in the future. Currently we’ve uploaded the NZBS TV Commercials, one of the Start A Fan Club recipient story videos, and the ‘What Happens To Your Blood’ DVD
  • Dressing the NZBS page with ‘Notes’ is an effective way of regularly sharing ‘stuff’ with fans. They’re kind of like diary entries and can be about anything . For example, if we upload a new ‘Latest news’ item to the NZBS website, we can post it as a new ‘Note’.
  • In addition to updating the Status, we can also ‘Send An Update To Fans’. This gives us the ability to send instant messages out to all fans, with the click of a button. The messages will appear on our fans own personal profile page, in the top right of their menu on the Home page. [point] Wall post vs update??
  • Note points 1 & 2 can now be done in one click.
  • Social Media - A Facebook Case Study

    1. 3. Why NZBS needs Donors <ul><li>4% of New Zealand’s adult population currently donate blood. </li></ul><ul><li>42,000 patients are treated with blood or blood products each year in NZ. </li></ul><ul><li>25% of NZ population will be 65+ years old by the late 2030s. </li></ul>
    2. 4. Why Facebook? <ul><li>Currently over 500 million active users worldwide. </li></ul><ul><li>Now over 1.675 million Kiwis on Facebook. </li></ul><ul><li>Average users is connected to 80 community pages, groups and events. </li></ul><ul><li>75% of 15 – 39 Kiwis are active users. </li></ul><ul><li>Purpose of creating a Facebook Page was to create an easy open communication channel with younger donors aged between 18-30 years. </li></ul>
    3. 5. <ul><li>The average Facebook user has 130 friends. </li></ul><ul><li>If one person posts an update to all their friends and they send it on to their friends </li></ul><ul><li>= instant 16,000+ contacts!! </li></ul>
    4. 6. What is a Facebook Page? <ul><li>Pages are for organisations, businesses, celebrities, and bands to broadcast great information in an official, public manner to people who choose to connect with them. </li></ul><ul><li>You can create and manage a Facebook Page for your organisation from your personal account. </li></ul>
    5. 7. Health Informatics Pages <ul><li>A quick search on Facebook for “Health Informatics” brings up several Pages from around the world… </li></ul>
    6. 9. Pages – Info Tab
    7. 10. Pages – Boxes Tab
    8. 11. Pages – Events Tab
    9. 12. Pages – Photos Tab
    10. 13. Pages – Videos Tab
    11. 14. Pages – Notes Tab
    12. 15. Pages - Updates
    13. 17. Terms and Conditions <ul><li>By setting up a Profile (to manage a Page) you are required to agree to Facebook Terms. </li></ul><ul><li>This includes an indemnity to Facebook and a submission to the jurisdiction of the California Courts. </li></ul>
    14. 18. Steps taken <ul><li>Legal confirmation that the Facebook indemnity could be given by NZBS </li></ul><ul><li>Adding a disclaimer to the NZBS Facebook Page which, based on legal advice received, significantly mitigates NZBS own risks </li></ul><ul><li>As part of the Management of the Page – frequently review and monitor so prompt action can be taken if necessary. </li></ul>
    15. 19. NZBS Page disclaimer
    16. 20. Oh dear…
    17. 21. !!!
    18. 22. Steps Taken: <ul><li>Removal of all posts from the wall and other areas of the Page. </li></ul><ul><li>Banned that specific profile from the Page. </li></ul><ul><li>Reported the profile to Facebook. </li></ul><ul><li>Closed down the Wall so fans could not post. </li></ul><ul><li>Contacted Facebook Operations outlining the Facebook Statement of Rights and Responsibilities the Profile had breached. </li></ul><ul><li>Monitored the Page frequently over the course of the incident. </li></ul>
    19. 23. Response
    20. 24. Learnings: <ul><li>Need to frequently monitor the Page, and have easy access to do so. </li></ul><ul><li>Act quickly and notify other fans what is happening. </li></ul><ul><li>Loyal fans understand the situation and will provide support. </li></ul><ul><li>Outline and review the Statement of Rights and Responsibilities as justification for Facebook to take action. </li></ul><ul><li>Need to communicate to staff and make them aware of the situation. </li></ul>
    21. 25. Managing the Page <ul><li>All communications on behalf of NZBS is channelled through the 2 Facebook Administrators. </li></ul><ul><li>Page is checked regularly: every morning, afternoon and evening. </li></ul><ul><li>Respond to queries ASAP. </li></ul>
    22. 26. What is the Page used for? <ul><li>Provides a community for donors, in particular younger donors who are active on Facebook, to share their experiences of donating blood. </li></ul><ul><li>Gives donors the opportunity to broadcast to other fans and to all of their friends on Facebook that they are fans of NZBS. </li></ul><ul><li>Raise awareness for NZBS through people becoming fans of NZBS and posting comments, and sharing links with other Facebook friends. </li></ul>
    23. 27. <ul><li>Allows NZBS to update fans with key messages, events and the need for certain blood types. </li></ul>
    24. 28. <ul><li>Update during a crisis/incident </li></ul><ul><li>e.g. Christchurch Earthquake </li></ul>
    25. 29. <ul><li>Allows NZBS to educate donors, by answering questions on eligibility which all other fans will also see. </li></ul>
    26. 30. Types of activity on the Page <ul><li>Thanking NZBS staff at a particular site for being amazing. </li></ul><ul><li>Telling everyone that they went and donated blood today/or is going next week to donate blood etc. </li></ul><ul><li>“ Liking” or showing that they are attending one of the university mobile collects that are set up as events on the Facebook Page </li></ul>
    27. 31. <ul><li>Starting conversations around blood </li></ul><ul><li>Recipients saying thank you to everyone for giving because it saved the life of their loved one. </li></ul>
    28. 32. Page insights – Fan numbers
    29. 33. Insights – Fan demographics
    30. 34. Insights – Weekly updates
    31. 35. Key facts <ul><li>On average we have the following activity per week: </li></ul><ul><ul><li>700 people visit the Facebook page. </li></ul></ul><ul><ul><li>52 new fans join the page </li></ul></ul><ul><ul><li>11 wall posts/comments/likes on the page </li></ul></ul><ul><li>Demographics of our fans: </li></ul><ul><ul><li>64% are female vs. 34% male </li></ul></ul><ul><ul><li>69% are aged between 18 – 34 years </li></ul></ul><ul><ul><li>83% have Auckland listed as their City in Facebook. </li></ul></ul><ul><ul><li>Wellington, Christchurch and Dunedin are the next biggest cities </li></ul></ul>
    32. 36. Website data <ul><li>990 people have accessed the NZBS website from the Facebook page. </li></ul><ul><ul><li>Of the 990, 607 were new visitors ( e.g. had never been to the NZBS website before) </li></ul></ul><ul><ul><li>Spending on average 2:07 minutes on the NZBS website. </li></ul></ul><ul><ul><li>Looking at approx 2.83 pages while on the site. </li></ul></ul><ul><ul><li>(from 1st August 2009 – 30th July 2010) </li></ul></ul>
    33. 37. Promotion of the Page
    34. 38. Promotion of the Page
    35. 40. The future? <ul><li>Looking to add new applications or features to the page </li></ul><ul><li>Review developments in the Social Media space </li></ul><ul><li>Continue to create a safe community on the Facebook Page to connect with blood donors across NZ. </li></ul>
    36. 41. THANK YOU