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Welcome to the Webinar!  Twitter and Facebookfor Health Best Practices We will begin shortly…
Today you’ll be hearing from…    Mike Lawson                   Megan Canon                 Bhupendra Sheoran   Head of Exp...
Agenda•   Review of session objectives•   Introduce speakers•   Twitter for Health ~ Mike Lawson, DHF•   Q&A•   Facebook f...
Objectives• Understand how Twitter/Facebook can further your goals• Identify ways to grow and effectively engage with audi...
Who’s in the audience today                                 Occupation                   Analyst    Communications/MediaHe...
How to Participate• Please ensure your phone line is on mute by  entering *6• Send our speakers a question or comment  usi...
Twitter for Health Best Practices                                        Mike Lawson                                      ...
Q & A for Mike• Send Mike a question or comment using the  chat box function• Click “raise hand” button to be taken off  m...
Facebook for Health Best Practices                                           Megan Canon                                  ...
Fighting the HIV/AIDS epidemic,    one Facebook post at a time                        Megan Canon, MPH                    ...
1        Big picture    2        Facebook case study    3        Many Shades of Gay campaign    4        TakeawaysSAN FRAN...
Big picturehereTitle goesVisionWe envision the day when San Franciscans beat HIV.MissionThe mission of San Francisco AIDS ...
Big picturehereTitle goes                                Programs & Policy      • Client Stories                          ...
Facebook: strategyBig picturehereTitle goes• Step 1: Build fan base     – Paid promotions     – Non-paid promotions• Step ...
Facebook: buildBig picturehere fan baseTitle goesSAN FRANCISCO AIDS FOUNDATION
Facebook: engagementBig picturehereTitle goesSAN FRANCISCO AIDS FOUNDATION
Facebook: engagementBig picturehereTitle goesSAN FRANCISCO AIDS FOUNDATION
Facebook: engagementBig picturehereTitle goesSAN FRANCISCO AIDS FOUNDATION
Facebook: what’sBig picturehere next?Title goes• Content marketing     – Type: photos vs. text vs. link posts     – Subjec...
Many Shades ofFacebook: engagementBig picturehere GayTitle goesSAN FRANCISCO AIDS FOUNDATION
Many Shades ofFacebook: engagementBig picturehere GayTitle goesSAN FRANCISCO AIDS FOUNDATION
Many Shades ofFacebook: engagementBig picturehere GayTitle goesSAN FRANCISCO AIDS FOUNDATION
Many Shades ofFacebook: engagementBig picturehere GayTitle goesBy the numbers:     – Total visitors:          12,811     –...
Goal goes   Facebook: engagement   Big picturehere   Title completions: eventsGoal                          Total goal Com...
Goal goes   Facebook: engagement   Big picturehere   Title completions: eventsGoal                          Total goal Com...
Goal goes   Facebook: engagement   Big picturehere   Title completions: eventsGoal                          Total goal Com...
Top 5 Shades ofMany takeawaysFacebook: engagementBig picturehere GayTitle goes1.     Buy your fans to increase fan base2. ...
Megan Canon O 415.487.3085 | mcanon@sfaf.org | www.sfaf.org         1035 Market Street, Suite 400   | San Francisco, CA 94...
Q & A for Megan• Send Megan a question or comment using  the chat box function• Click “raise hand” button to be taken off ...
Facebook for Health Best Practices                                              Bhupendra Sheoran                         ...
Just/Us: A Social Networking HIV PreventionIntervention for Young Adults of Color Funded by National Institutes of Health ...
Just/Us CollaborationISIS, Inc: Non-profit organization using digitaltechnology and mobile and social media foryouth sexua...
Today’s Presentation: Background of NIH study Implementation of a Facebook intervention Lessons learned (content and en...
Youth in the United States By19th birthday, 7 /10 teens have had intercourse.* 15-24-year-olds = 25% of the population, ...
Youth in the United States 73% of all teens (age 12-17) are on socialnetworking sites.* Over 80% of low SES teens are on...
Eligible Individuals                      Between ages 16-25, U.S. resident, had a                    Facebook page, were ...
Just/Us Study 2 Facebook Pages: Just/Us intervention and 18-24 News control, randomly assigned 1,500 + participants age ...
Study Participant Demographics
Intervention Content Sample PageTOPIC        DETAILED INFORMATION (NECESSARY                    Content Presented         ...
Intervention Content Development                   Website                   Created 3 videos                   - Star S...
A Couple of Findings 68 percent of the Just/Us group reported  using a condom during the last sex  act, versus 56 percent...
Engagement Success Current events and issues in the news Thought-provoking topics w/ polarized opinions Ask questions, ...
Engagement Success Interns from the community   Active on social networks   Different voice and perspective   Stimulat...
Conclusions Content: Age and culturallyappropriate, medically accurate. Posts: Stimulate interest using relevant andthou...
A Few Lessons….. A crowded social media environment makes the  formerly successful banner advertising for online  recruit...
Thank You!We would like to acknowledge everyonewho helped make this project a success:Deb Levine, Bhupendra Sheoran, Shean...
Contact Information         ISIS, Inc. 409 13th Street, 14th floor   Oakland, CA 94612      510-835-9400     info@isis-inc...
Q & A for Sheoran• Send Sheoran a question or comment using  the chat box function• Click “raise hand” button to be taken ...
Resources• Social Media Examiner Blog:   http://www.socialmediaexaminer.com/• Beth Kanter’s Blog:   http://www.bethkanter....
What action step will you take after the webinar?• What do you think you can do in the next month to further  your goals w...
Speaker Contact Information                           Mike Lawsonmike@diabeteshf.org | www.diabeteshandsfoundation.org| @m...
Thank you!Have questions? Contact us at sphcalpact@berkeley.eduTo learn more about other trainings in this series visit:  ...
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
CALPACT Training: Twitter and Facebook for Health Best Practices Webinar
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CALPACT Training: Twitter and Facebook for Health Best Practices Webinar

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Twitter and Facebook – many organizations are using them to further their goals. But what truly works? In this webinar, the first session in the latest 21st Century New Media Series from CALPACT and CHL at UC Berkeley's School of Public Health, join Megan Canon of the San Francisco AIDS Foundation (SFAF), Mike Lawson from the Diabetes Hands Foundation (DHF), and Bhupendra Sheoran from Internet Sexuality Information Services (ISIS), as they share how they’re using these powerful new media tools to connect, engage and build meaningful relationships with the communities they serve, and strategically promote health campaigns, initiatives, and interventions.

To learn more about this series, please visit: http://chl.berkeley.edu/events/newmedia/2012-2013-new-media-trainings/sessions.

To hear the recording from this webinar, please visit: https://cc.readytalk.com/cc/playback/Playback.do?id=erkbvp

Follow Us on Twitter: @CALPACT
Facebook: http://www.facebook.com/CALPACTUCB
Website: www.calpact.org

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Transcript of "CALPACT Training: Twitter and Facebook for Health Best Practices Webinar"

  1. 1. Welcome to the Webinar! Twitter and Facebookfor Health Best Practices We will begin shortly…
  2. 2. Today you’ll be hearing from… Mike Lawson Megan Canon Bhupendra Sheoran Head of Experience, Marketing Coordinator, Deputy Director,Diabetes Hands Foundation San Francisco AIDS Foundation Internet Sexuality Information Services (ISIS) Lisa Peterson New Media Education Specialist, CALPACT
  3. 3. Agenda• Review of session objectives• Introduce speakers• Twitter for Health ~ Mike Lawson, DHF• Q&A• Facebook for Health ~ Megan Canon, SFAF• Q&A• Facebook for Health ~ Bhupendra Sheoran, ISIS• Q&A• Conclusion
  4. 4. Objectives• Understand how Twitter/Facebook can further your goals• Identify ways to grow and effectively engage with audiences• Learn strategies for:  finding a “voice” that matters  measuring impact and explaining the value of using these tools  overcoming challenges• See examples of how these tools are being implemented
  5. 5. Who’s in the audience today Occupation Analyst Communications/MediaHealth Promotion/Education Outreach Program Planning/Mgmt Research/Academia 0 2 4 6 8 10 12 14 16 18
  6. 6. How to Participate• Please ensure your phone line is on mute by entering *6• Send our speakers a question or comment using the chat box function• Click “raise hand” button to be taken off mute and ask a question verbally• We will reserve your questions for our Q & A session right after each speaker• Slides will be posted online after the webinar – link will be shared with all participants
  7. 7. Twitter for Health Best Practices Mike Lawson Head of Experience, Diabetes Hands Foundation
  8. 8. Q & A for Mike• Send Mike a question or comment using the chat box function• Click “raise hand” button to be taken off mute and ask a question verbally
  9. 9. Facebook for Health Best Practices Megan Canon Marketing Coordinator, San Francisco AIDS Foundation
  10. 10. Fighting the HIV/AIDS epidemic, one Facebook post at a time Megan Canon, MPH Marketing Coordinator San Francisco AIDS Foundation
  11. 11. 1 Big picture 2 Facebook case study 3 Many Shades of Gay campaign 4 TakeawaysSAN FRANCISCO AIDS FOUNDATION
  12. 12. Big picturehereTitle goesVisionWe envision the day when San Franciscans beat HIV.MissionThe mission of San Francisco AIDS Foundation is theradical reduction of new HIV infections in San Francisco.We are guided by a strategic plan with three goals for2015: • Reduce by half the number of annual new HIV infections in San Francisco • Ensure all San Franciscans know their current HIV status • Ensure access to proper HIV care for all who need itSAN FRANCISCO AIDS FOUNDATION
  13. 13. Big picturehereTitle goes Programs & Policy • Client Stories • $$$ • Events • Referrals • Activities • Volunteers Building AwarenessSAN FRANCISCO AIDS FOUNDATION
  14. 14. Facebook: strategyBig picturehereTitle goes• Step 1: Build fan base – Paid promotions – Non-paid promotions• Step 2: Engage with fans – Metrics – Best practicesSAN FRANCISCO AIDS FOUNDATION
  15. 15. Facebook: buildBig picturehere fan baseTitle goesSAN FRANCISCO AIDS FOUNDATION
  16. 16. Facebook: engagementBig picturehereTitle goesSAN FRANCISCO AIDS FOUNDATION
  17. 17. Facebook: engagementBig picturehereTitle goesSAN FRANCISCO AIDS FOUNDATION
  18. 18. Facebook: engagementBig picturehereTitle goesSAN FRANCISCO AIDS FOUNDATION
  19. 19. Facebook: what’sBig picturehere next?Title goes• Content marketing – Type: photos vs. text vs. link posts – Subject: what are our fans interested in? – Number: how many is too much?• Promoted posts strategy – Figuring out right paid mix• Converting fans to sign up for emails – Extend brand relationshipSAN FRANCISCO AIDS FOUNDATION
  20. 20. Many Shades ofFacebook: engagementBig picturehere GayTitle goesSAN FRANCISCO AIDS FOUNDATION
  21. 21. Many Shades ofFacebook: engagementBig picturehere GayTitle goesSAN FRANCISCO AIDS FOUNDATION
  22. 22. Many Shades ofFacebook: engagementBig picturehere GayTitle goesSAN FRANCISCO AIDS FOUNDATION
  23. 23. Many Shades ofFacebook: engagementBig picturehere GayTitle goesBy the numbers: – Total visitors: 12,811 – Unique visitors: 10,138 – Avg. visit time: 00:04:58 – Bay Area Visitors: 32.67%*as of 1/15/2013SAN FRANCISCO AIDS FOUNDATION
  24. 24. Goal goes Facebook: engagement Big picturehere Title completions: eventsGoal Total goal Completion Goal Conversion Rate* NumbersDownload Avatar – 944 7.37%FacebookDownload Avatar – 920 7.18%DesktopDownload Avatar - Social 470 3.67%Zip Code Submission 695 5.43%Phone Number 61 0.48%SubmissionGet Tested 1,851 14.45%Get Tested Map 889 6.94%*based on number of unique visitors of 12,811 SAN FRANCISCO AIDS FOUNDATION
  25. 25. Goal goes Facebook: engagement Big picturehere Title completions: eventsGoal Total goal Completion Goal Conversion Rate* NumbersDownload Avatar – 944 7.37%FacebookDownload Avatar – 920 7.18%DesktopDownload Avatar - Social 470 3.67%Zip Code Submission 695 5.43%Phone Number 61 0.48%SubmissionGet Tested 1,851 14.45%Get Tested Map 889 6.94%*based on number of unique visitors of 12,811 SAN FRANCISCO AIDS FOUNDATION
  26. 26. Goal goes Facebook: engagement Big picturehere Title completions: eventsGoal Total goal Completion Goal Conversion Rate* NumbersDownload Avatar – 944 7.37%FacebookDownload Avatar – 920 7.18%DesktopDownload Avatar - Social 470 3.67%Zip Code Submission 695 5.43%Phone Number 61 0.48%SubmissionGet Tested 1,851 14.45%Get Tested Map 889 6.94%*based on number of unique visitors of 12,811 SAN FRANCISCO AIDS FOUNDATION
  27. 27. Top 5 Shades ofMany takeawaysFacebook: engagementBig picturehere GayTitle goes1. Buy your fans to increase fan base2. You cannot buy fan engagement3. Evaluate your efforts4. Utilize multi-channel promotions5. Recognize huge potential to further organization’s strategic goalsSAN FRANCISCO AIDS FOUNDATION
  28. 28. Megan Canon O 415.487.3085 | mcanon@sfaf.org | www.sfaf.org 1035 Market Street, Suite 400 | San Francisco, CA 94103SAN FRANCISCO AIDS FOUNDATION 60
  29. 29. Q & A for Megan• Send Megan a question or comment using the chat box function• Click “raise hand” button to be taken off mute and ask a question verbally
  30. 30. Facebook for Health Best Practices Bhupendra Sheoran Deputy Director, Internet Sexuality Information Services (ISIS)
  31. 31. Just/Us: A Social Networking HIV PreventionIntervention for Young Adults of Color Funded by National Institutes of Health (NIH) Bhupendra Sheoran, Deputy Director ISIS, Inc
  32. 32. Just/Us CollaborationISIS, Inc: Non-profit organization using digitaltechnology and mobile and social media foryouth sexual health educationUniversity of Colorado: Researchteam, Colorado School of Public Health
  33. 33. Today’s Presentation: Background of NIH study Implementation of a Facebook intervention Lessons learned (content and engagement) Takeaways: Social media engagement strategyand content development
  34. 34. Youth in the United States By19th birthday, 7 /10 teens have had intercourse.* 15-24-year-olds = 25% of the population, but = nearly50% of all new STI cases every year.* Young people age 13-24 make up 17% of all HIV/ADSdiagnoses in 2008.* >50% of HIV infections are among AfricanAmericans, who make up only 13% of population.* *Guttmacher Institute Research
  35. 35. Youth in the United States 73% of all teens (age 12-17) are on socialnetworking sites.* Over 80% of low SES teens are on socialnetworking sites.* 66% of young adults log into their socialnetworking sites weekly.* *Pew Internet Research *TECHsex USA White Paper
  36. 36. Eligible Individuals Between ages 16-25, U.S. resident, had a Facebook page, were willing to complete two behavioral risk assessments, and could read and write in English) Modified Respondent Driven Informed Consent Sampling Behavioral Assessment (Zoomerang) INTERVENTION CONTROLFB Likes & 8 weeks exposure to 18-24 NewsHIV prevention messages FOLLOW-UP SURVEY 2 and 6 months
  37. 37. Just/Us Study 2 Facebook Pages: Just/Us intervention and 18-24 News control, randomly assigned 1,500 + participants age 18-24, primarily African-American and Latino/a Initial survey, 2 follow-up surveys Research Question: Can exposure to sexualhealth content on Facebook change knowledge,attitudes and risk-taking behaviors?
  38. 38. Study Participant Demographics
  39. 39. Intervention Content Sample PageTOPIC DETAILED INFORMATION (NECESSARY Content Presented INFORMATION TO BE COVERED FOR SURVEY)Behaviors to HIV Risk: Things that increase risk for HIV Wk3 blog: post –cover transmission/acquisition alcohol/drug use Early age at first sex inhibitions/decision Number of sex partners making, concurrent Concurrent partners partners, Unprotected vaginal or anal sex among men and between heterosexual couples Wk 3 blog link: Midwest Alcohol or drug use and influence on inhibitions Teen Sex Show – alcohol and decision making & drug use & decision making History of STD HIV testing as routine every 6 months if you are sexually active but not monogamous
  40. 40. Intervention Content Development  Website  Created 3 videos - Star Squadron 200X  8 Weekly blog posts  Other topical/timely information  Newly released reports  Current events  Research papers, etc.
  41. 41. A Couple of Findings 68 percent of the Just/Us group reported using a condom during the last sex act, versus 56 percent of the controls. The proportion of sex acts protected by condom was 63 percent for the Just/Us group versus 57 percent for controls.
  42. 42. Engagement Success Current events and issues in the news Thought-provoking topics w/ polarized opinions Ask questions, call-to-action Reaching over 1,000 views/week Over 160,000 post views during study1890 unique site visitors
  43. 43. Engagement Success Interns from the community  Active on social networks  Different voice and perspective  Stimulate conversations and engagement
  44. 44. Conclusions Content: Age and culturallyappropriate, medically accurate. Posts: Stimulate interest using relevant andthought-provoking material Engagement: Driving discussions andcommunity engagement using interns from thetarget population
  45. 45. A Few Lessons….. A crowded social media environment makes the formerly successful banner advertising for online recruitment untenable; people think you are spam and won’t pay attention. People will recruit others from their own networks; this may be a particularly important approach for studying social networks online.
  46. 46. Thank You!We would like to acknowledge everyonewho helped make this project a success:Deb Levine, Bhupendra Sheoran, SheanaBull, Lindsey Breslin, Sandra Ruland Black,John Santelli, Steve Muth, Dionne Lee,Shontel Lewis, Gregory Verzosa, AllegraMadsen, Margaret Lucas, Josh Bettenhausen,Cara Silva, Whitnee Davis, Arai Buendia,Allegra Pulido, Rarity Lemons, Talia Coney,Aerial Lomack.
  47. 47. Contact Information ISIS, Inc. 409 13th Street, 14th floor Oakland, CA 94612 510-835-9400 info@isis-inc.org www.isis-inc.org
  48. 48. Q & A for Sheoran• Send Sheoran a question or comment using the chat box function• Click “raise hand” button to be taken off mute and ask a question verbally
  49. 49. Resources• Social Media Examiner Blog: http://www.socialmediaexaminer.com/• Beth Kanter’s Blog: http://www.bethkanter.org/• Social Media University, Lee Aase, Mayo Clinic: http://social-media-university-global.org/blog/• Nonprofit Resources on Facebook: https://www.facebook.com/nonprofits/app_149255468478339• Facebook Insights: http://www.facebook.com/help/399262596797358/• Google Analytics: http://www.google.com/analytics/
  50. 50. What action step will you take after the webinar?• What do you think you can do in the next month to further your goals with Twitter and/or Facebook?• Let us know ~ we’d love to check back with you and hear how it’s going!• We appreciate your feedback!
  51. 51. Speaker Contact Information Mike Lawsonmike@diabeteshf.org | www.diabeteshandsfoundation.org| @mrmikelawson Megan Canon mcanon@sfaf.org | www.sfaf.org Bhupendra Sheoran info@isis-inc.org | www.isis-inc.org
  52. 52. Thank you!Have questions? Contact us at sphcalpact@berkeley.eduTo learn more about other trainings in this series visit: http://chl.berkeley.edu/events/newmedia/2012-2013-new-media-trainings
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