Social Media Case Report: Healthy Kids Thank-a-Thon

2009 Social Media Strategy Report Wednesday, December 16, 2009 1

The Objective • CCIC wanted to: • Engage current and new social media followers • Promote the importance of healthy children and immunizations • Identify and explore a new communications strategy • Demonstrate how social media can be used as a free method for promoting a cause, especially for an independent non-proﬁt Wednesday, December 16, 2009 2

The Budget • $0 • Other “costs” • Time • Constant Contact fees (already budgeted) Wednesday, December 16, 2009 3

The Solution • Healthy Kids Thank-A-Thon 2009 • Use social media as the primary medium for outreach • Twitter • Facebook • YouTube • Blogs • Use other CCIC tools for added outreach • Website • Constant Contact emails Wednesday, December 16, 2009 4

HKTAT Goals • Successfully engage audience: at least 25 people participate • Develop YouTube video • Engage bloggers to write about why they are grateful for healthy kids and link to CCIC Healthy Kids Thank-A- Thon site • Receive at least one media story Wednesday, December 16, 2009 5

Strategy Outline Healthy Kids Thank-A-Thon 2009 Wednesday, December 16, 2009 6

Strategy: Website • Main Hub: The CCIC website served as the go-to spot for information, rules and submission forms. We hoped to increase website trafﬁc by linking the site through social media (including in tweets, on Fan Page updates, in blogs). • Outline Social Media: The HKTAT page provided visitors with links and instructions for how to utilize social media. Provided multiple links provided visitors with various social media options, potentially increasing their use of social media. • Regular Updates: We continually posted new submissions to the page, and promoted the new submissions through social media. Wednesday, December 16, 2009 7

Strategy: Constant Contact • Target Different Audience: We advertised the campaign through constant contact emails. These emails are sent to CCIC board members, health and member organizations. This is separate from the audience we target through social media • Timing: We sent 3 emails through Constant Contact 2 weeks in advance to submission deadline to encourage participation. Sent 1 ﬁnal email on Nov. 25 (day before Thanksgiving) with the results • Tracking: Constant Contact allows for tracking of email opens, opt-outs, and clicks Wednesday, December 16, 2009 8

Strategy: Facebook • Inform Fans: Separate from blogs, tweets, and emails, our Facebook Fan Page allowed us to provide information about the HKTAT to CCIC fans. • HKTAT Event: We wanted to experiment with creating a Facebook event out of a social media campaign. • Timing: Bi-weekly updates sent out about HKTAT. Wednesday, December 16, 2009 9

Strategy: Twitter • Nov 11 to Nov 29 tweeted about HKTAT (2.5 weeks) • On weekdays of Nov 11 to Nov 26 tweeted every 2 hours, totaling 6 HKTAT tweets a day of our average 20 tweets a day (30% of total) • On weekends of Nov 11 to Nov 26 tweeted 3-4 times a day • From Nov 26 (Thanksgiving) to Nov 29 tweets were devoted to HKTAT submissions in which we turned every submission into a tweet (about 10 tweets a day) • Twitter Followers: CCIC has 1,227 followers and is included in 33 lists. This provides for a large audience with which to share our event. • Monitor/Schedule: Twitter allows for easy monitoring of “results.” We used Hootsuite to track click-throughs and schedule daily tweets. • Hashtag: Developing an event-speciﬁc hashtag allows for personalization, as well as easy tracking. We used hashtag #HealthyKids on every tweet. Later, we could search #HealthyKids in Twitter to track tweets and retweets (RTs) Wednesday, December 16, 2009 10

Strategy: Blogging • The World Wide Web: Blogging is a great way to spread a message and try to target new followers. The more blogs you are featured in, and the more diverse, the more likely it is that your event will turn up in a Google search and reach new people. • Blog Types: From Nov 11-Nov 25 we reached out to several blogs focused on: health, mom/parent, immunization, and social media for blog posts, guest blogs, and to ask for original post submissions. • Why Blog?: We offered blogging as a type of submission for HKTAT participants. The event occurred during the peak of the 2009 H1N1 ﬂu season and Thanksgiving season, making it a relevant topic for others to blog about. Wednesday, December 16, 2009 11

Strategy YouTube • Visual: Videos are a great way to add a new dynamic to any event. Most of our time spent on the web and with social media involves reading (blogs, Facebook, Twitter). Videos are a nice variation and are easy for people to share with each other. • Combine Mediums: We combined all mediums of submissions (photo, written, and video) into our video and set it to music. • Big Finale: The YouTube video served as the “final” wrap-up of the HKTAT and was something to look forward to at the end of the event. • YouTube Channel Traffic: CCIC has its own YouTube Channel filled with personal, related or interesting videos. Posting our HKTAT video compilation on our YouTube channel not only brings traffic to the HKTAT video, but also to other videos within our channel. Wednesday, December 16, 2009 12

Strategy: Traditional Media • Social Media vs. Traditional Media: Can social media events attract the traditional media? • Because traditional media focuses on “tangible” and “ﬁlm-able” events, we wondered if a social media event like ours could attract newspapers and news stations. • Press Releases: We believed that our event could attract traditional media and so we emailed our press release to 10 local newspapers and 2 news stations hoping to land at least one story. Wednesday, December 16, 2009 13

Results Healthy Kids Thank-A-Thon 2009 Wednesday, December 16, 2009 14

CCIC Specific Tools Website Outreach • Created page on CCIC website to act as “main hub” of all things HKTAT www.childrensimmunization.org/thanks • Included: • Official rules • Submission form, including a consent form • Results: • Submissions, updated regularly • Link to final YouTube video • Links to other social media outlets used Wednesday, December 16, 2009 15

Results: Website Outreach A look at Distribution of Total Entrances to Website from Nov 11-29 Thanks 17% Main Flu Coalition Membership Perks Vaccine Safety Diseases 14% Shot Recommendations (Spanish) Fears and Myths 59% Event Calendar 3% Coalition Members 1% Other 1% 1% 1% 1% 1% 1% • Nov 11-Nov 29 the HKTAT page had the most entrances of any single page on the CCIC website (“Other” includes all other website entrances combined). Wednesday, December 16, 2009 16

Results: Website Outreach Average Daily Entrances to Thank-A-Thon Separated by Week 70.0 60 61 52.5 44.6 35.0 17.5 0 Average page entrances per day • Nov 11-Nov 29: HKTAT daily page visits represent the highest sum of daily visits of any CCIC page Wednesday, December 16, 2009 17

Results: Website Outreach Avg Daily Entrances to Thank-A-Thon Separated by Week A look at Distribution of Total Entrances to Website from Nov 11-29 70.0 60 61 Thanks 52.5 17% Main Flu Coalition Membership Perks 44.6 Vaccine Safety 35.0 Diseases 14% Shot Recommendations (Spanish) Fears and Myths 59% Event Calendar 17.5 3% 1% 1% Coalition Members 1% 1% 1% Other 1% 1% 0 Average page entrances per day • Nov 11-Nov 29 the HKTAT page had the most entrances of any single page on the CCIC website (“Other” includes all other website entrances combined). Looking at Nov 11-Nov 29 week-by-week, the trend remained consistent, with slight variations in percentages. • The entrance values demonstrate that our social media outreach did increase CCIC website traffic. • However, the average % bounce rate (leaving site after visiting one page) for the Healthy Kids Thank-A-Thon page is higher than the average % bounce rate for all other pages. • Nov 11-29 HKTAT page average % bounce rate: 81.95% • Nov 11-29 all other pages average % bounce rate: 69.95% • The avg % bounce rate comparison demonstrates that although the HKTAT increased website traffic, many of the visits did not equate to overall website traffic. Wednesday, December 16, 2009 18

Results: Constant Contact ✴ Note: industry average for open rates is 16% and clicks is 3% • Recruitment Emails (sent to 380) • Nov 12, 2009 opens: 25.6% (95) clicks: 13.7% (13) • Nov 19, 2009 opens: 17.1% (63) clicks: 12.7% (8) • Nov 23, 2009 opens: 18.1% (67) clicks: 14.9% (10) • Final Results Email (sent to 407) • Nov 23, 2009 opens: 18.1% (67) clicks: 14.9% (10) Wednesday, December 16, 2009 19

Results: Facebook Outreach • Facebook wall posts about the HKTAT reciprocated on other 3 other Facebook Fan Pages: • Canadian Coalition for Immunization Awareness and Promotion • Faces of Inﬂuenza Denver • Nevada Immunization Coalition Wednesday, December 16, 2009 20

Results: Twitter Outreach Results: Twitter Outreach Graph of total HKTAT clicks vs. total clicks 400 300 200 100 0 Nov 11, 2009 Nov 13, 2009 Nov 15, 2009 Nov 17, 2009 Nov 19, 2009 Nov 21, 2009 Nov 23, 2009 Nov 25, 2009 Nov 27, 2009 Nov 29, 2009 Total HKTAT Clicks Total Clicks • Total HKTAT clicks: 1124/2039 total clicks in the time period (55% of total clicks from Nov. 11-Nov 29 were for HKTAT) • Total RTs: 16 • Daily Click range: 3-278 clicks (Nov. 24 - Nov. 26) • Note* • Drop on Nov. 24 due to a lack of HKTAT tweets sent that day • Drops on Nov 14, 15, 21, 22 due to weekend drop in tweets • Peak is on Nov. 26 or Thanksgiving Wednesday, December 16, 2009 21

Results: Twitter Outreach ✴ Note: popular clicks usually range from 20-60 • In the timespan of HKTAT tweets from Nov 11 to Nov 29: • 7 of the 10 most clicked tweets were HKTAT tweets • The top 2 most popular tweets from Nov. 11-Nov. 29 represent the two highest number of tweet clicks for our twitter account Wednesday, December 16, 2009 22

Results: Twitter Outreach Total HKTAT Tweet Clicks Per Week 800 600 400 200 0 Nov 11-17 Nov 18-24 Nov 25-29 • 1st week (Nov 11-Nov 17) clicks: 131 RTs: 0 • 2nd week (Nov 18-Nov 24) clicks: 264 RTs: 4 • Thanksgiving weekend (Nov 25-Nov 29) clicks: 729 RTs: 12 Wednesday, December 16, 2009 23

Results: Blogging Outreach • We created posts on 5 different mom-focused social networking/community websites • Denver Mom’s Like Me • Northern Colorado Mom’s Like Me • Mindful Mama • Mile High Mama • Pikes Peak Parent Wednesday, December 16, 2009 24

Results: Blogging Outreach Results: Blogging Outreach • 5 Blogs with original posts about the HKTAT • The Side Note • Kristie McNealy, MD: Healthy Living at Home • Our Full Circle • California Immunization Coalition • Shot of Prevention Wednesday, December 16, 2009 25

Results: Blogging Outreach • 4 Guest Blogs • Denver Mile High Mamas • Left Brain Right Brain: autism news science and opinion • Shot of Prevention • PKIDS Blog: Parents of Kids with Infectious Diseases Wednesday, December 16, 2009 26

Results: YouTube Video • Nov. 25, 2009 (day before Thanksgiving) • Video posted to CCIC YouTube Channel • Additionally, posted separate video submissions to YouTube • YouTube link included in Constant Contact ﬁnal email, CCIC website, tweeted, and posted link on our Facebook Fan Page • Total video views: 55 Wednesday, December 16, 2009 27

Results: Media Outreach • After emailing our press release to 10 local newspapers and 2 news stations we obtained 2 successful media stories. • Media Stories: • Greeley Tribune: article on HKTAT • 9NEWS: feature story and on-line article on HKTAT Wednesday, December 16, 2009 28

Results: Media Outreach • Nov. 18, 2009 • Greeley Tribune published online article Wednesday, December 16, 2009 29

Results: Media Outreach • Nov 25, 2009 (day before Thanksgiving) • 9NEWS online article published “Remembering the most important thing you have” Wednesday, December 16, 2009 30

Results: Media Outreach • Nov 25, 2009 evening news • 9NEWS airs 3 min story on the Healthy Kids Thank-A-Thon Wednesday, December 16, 2009 31

Conclusions Healthy Kids Thank-A-Thon 2009 Wednesday, December 16, 2009 32

Final Costs • Money: • Other than fees we already pay to use Constant Contact, the cost of the HKTAT was $0 • Time: • Nov 1-Nov 29: total of 20 hours for Communications Director • From Oct 30-Nov 29: total of 40 hours for communications intern Wednesday, December 16, 2009 33

Conclusions • Look-Back at Goals: • Successfully engage audience: at least 25 people participate: We had a total of 34 submissions which exceeded our expectations. • Develop submissions into YouTube video: We did create a YouTube video which turned out great. In the future, we could get more creative with our videos and try to come up with a unique spin on the original idea. • Engage bloggers to write about why they are grateful for healthy kids and link to CCIC Healthy Kids Thank-A-Thon Event: We engaged 13 different websites through guest blogs, original posts, and free forum blogs. Deﬁnitely a success. • Receive at least one story in media coverage: We received 2 media coverage stories: Greeley Tribune and 9NEWS which exceeded our expectations. Especially important was the 9NEWS feature because it is rare for an independent nonproﬁt to receive feature news stories. Wednesday, December 16, 2009 34

Suggestions for future social media campaigns • Incentive: Although it’s unfortunate to think that people will not participate in a free and easy feel-good event without an incentive, it might be true. It would be interesting to do another campaign, but provide a prize for submissions. • Example: Create and post an “example” video or submission to website for others to refer to when they are creating their own. A preview example is beneficial in getting creative juices flowing and therefore, possibly more submissions. • Website: Due to the fact that the HKTAT did increase website traffic, but mostly to the HKTAT page, future campaign planning should include strategizing about how to route traffic to other pages within our website. • Plan, plan, plan: We fortunately had our event pretty well thought-out which is time-consuming at first, but saves a lot of headaches and hours during the actual event. • Design a project proposal which includes: • Website Contents, Facebook blurb, Tweets, blog for potential guest blogs, press release, email write-ups, and any other relevant info. Wednesday, December 16, 2009 35

Social Media Case Report: Healthy Kids Thank-a-Thon

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