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


The Budget

• $0
• Other “costs”
• Time
• Constant Contact fees (already budgeted)


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


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


Strategy Outline
Healthy Kids Thank-A-Thon 2009


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.


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


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.


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)


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.


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.


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.


Results


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


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).


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


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.


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)

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

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


✴ 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


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

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


• 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


• 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


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

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



• Nov. 18, 2009

• Greeley Tribune published
online article


• Nov 25, 2009
(day before
Thanksgiving)

• 9NEWS online
article published
“Remembering the most
important thing you have”



• Nov 25, 2009 evening news

• 9NEWS airs 3 min story on the
Healthy Kids Thank-A-Thon


Conclusions


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


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.


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.


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

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