Going Social 4 Health Impact
Ann Aikin @bujulicious
Social Communications and Healthcare Conference
May 11, 2010
Why Social Media?
CDC should be (must be) where
people are
   • Increases the dissemination
   and potential impact of CDC...
CDC’s eHealth Strategy
CDC.gov’s Social Media

Visitors who use social media tools on CDC.gov:
 Have higher satisfaction ratings (a full 5-points...
Multiple Formats



 "People have to see
 messages in different
 places and from different
 people. That means
 experts as...
Multiple Formats
Go Where the People Are!
Channel           Key Stats
Mobile            276.6M or 89% Americans Subscribe to a Mobile Servi...
Create Portable Content
                                                • Users can interact with
                        ...
Leveraging Networks

• Most people have a
  close network of 8-12
  people
• Broader networks of
  may consist of
  hundre...
Viral Sharing of Information

 “You're taking advantage
 of the fact that people
 are linked into their own
 networks and ...
Mobile Text Messaging Pilot
                                 Number of Subscribers
                    18
                ...
Health Behavior Change
 How likely are you to   How likely are you to
 use any of the          recommend CDC's text
 infor...
Reaction to Messages

 Please rate your level of agreement with the following:        Agree or
                           ...
H1N1 and Seasonal Flu Social Media from CDC
Whyville Quick Facts


                   • More than 5 million registered citizens.
                   • Each month, more...
CDC in Whyville
                  • In-world vaccinations for
                    two strains of flu
                    •...
Virtual World: Whyville
2009-2010 Flu Results in Whyville

                                     Visits to Jimmy and Timmy
                        ...
CDC Twitter
Selected CDC Twitter Demographics

             Gender of Twitter Followers                                            Age...
Selected CDC Twitter Findings




  Source: CDC Twitter Survey 03/2010
Selected CDC Twitter Findings




  Source: CDC Twitter Survey 03/2010
Selected CDC Twitter Findings




  Source: CDC Twitter Survey 03/2010
i know Campaign
More Social Media Resources
• eHealth Metrics Dashboard
  http://www.cdc.gov/metrics
• Social Media Guidance:
  http://www...
Thank You!
 Ann Aikin
 Social Media Strategist
 US Centers for Disease
 Control and Prevention
 aaikin@cdc.gov
 @bujulicio...
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Going social for health impact - BDI 5.11.10 Social Communications & Healthcare

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Case Study: Going Social for Health Impact

Presented by: Ann Aikin, Health Communications Specialist, Center for Disease Control (CDC)

Learn how the CDC boosts the impact and dissemination of health messages by strategically integrating social media and mobile technologies into health campaigns and emergency responses.

www.bdionline.com

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Going social for health impact - BDI 5.11.10 Social Communications & Healthcare

  1. 1. Going Social 4 Health Impact Ann Aikin @bujulicious Social Communications and Healthcare Conference May 11, 2010
  2. 2. Why Social Media? CDC should be (must be) where people are • Increases the dissemination and potential impact of CDC’s science • Leverages unique characteristics of emerging channels • Reaches diverse audiences • Allows for tailored health messages in multiple formats • Facilitates interactive Image from: communication and community http://blog.kyanmedia.com/archives/2008/10/15/ get_on_the_social_media/ • Empowers people to make healthier and safer decisions
  3. 3. CDC’s eHealth Strategy
  4. 4. CDC.gov’s Social Media Visitors who use social media tools on CDC.gov: Have higher satisfaction ratings (a full 5-points higher) Are more likely to return and recommend the site to others Rate CDC as more trustworthy Satisfaction of those who Satisfaction of those who use social media DO NOT use social media on CDC’s Web site on CDC’s Web site 83 N=16,506 78 N=32,745 Source: American Satisfaction Index (September 10, 2009 – February, 10, 2010)
  5. 5. Multiple Formats "People have to see messages in different places and from different people. That means experts as well as peers…” --Richard Edelman, president and CEO, Edelman. Source: http://adage.com/article?article_id=141972
  6. 6. Multiple Formats
  7. 7. Go Where the People Are! Channel Key Stats Mobile 276.6M or 89% Americans Subscribe to a Mobile Service Source: CTIA, 6/2009 Text Messages 1.36T Yearly Messages Sent in US Source: CTIA, 6/2009 Mobile Internet 32% of All Americans Use Mobile Device to Access Web Pew Internet & American Life Project, 4/2009 Online Video 62% Online US Adults Watch Videos on Sharing Sites Source: Pew Internet & American Life Project, 4/2009 Social Networks 142M or 50% Visit Social Networking Sites Sources: Nielson, 12/2009 and Forrester Research Q2/2009 (includes Canada) Blogs 39% Read Blogs 12% Publish, Maintain or Update One Source: Forrester Research Q2/2009– North America (includes Canada) Microblogs 19% Online US Adults Update their Status/Use Twitter Source: Pew Internet & American Life Project, 10/2009 Podcasts 19% Online US Adults Downloaded a Podcast Source: Pew Internet & American Life Project, 5/2008
  8. 8. Create Portable Content • Users can interact with your brand and content “It is … important to beyond your web site! distribute the content • Providing timely, to other places. In credible information in order for that to multiple spaces areas happen, the content helps combat misinformation, increase has to be portable.” awareness, and provides message repetition. • Example: The same H1N1 Flu Video had Source: NPR Blog: 160,000 views on CDC- http://www.npr.org/blogs/inside/2009/02/clea TV and over 2M views n_content_portable_content.html, Accessed 3/25/2010. on YouTube!
  9. 9. Leveraging Networks • Most people have a close network of 8-12 people • Broader networks of may consist of hundreds or even thousands people. • In terms of social media, your network can now reach millions.
  10. 10. Viral Sharing of Information “You're taking advantage of the fact that people are linked into their own networks and providing the supporting information for the attitude and behavior change.” -- Ronald Rice, the Arthur N. Rupe Chair Social Effects of Mass Communication at the University of California Source: http://www.ajc.com/search/content/metro/stories/2008/07/10/cdcgreetingsmet.html
  11. 11. Mobile Text Messaging Pilot Number of Subscribers 18 16 Thousands 14 12 10 8 16,131 as of 6 2/8/2010 4 2 0 • Launched September 2009 • Subscribers receive three + messages/week • Health message testing and user evaluation NOTE: After subscribing, users are asked to respond to three optional questions: gender, age, and zip code. This information enables CDC to better segment subscribers and send relevant, targeted health messages.
  12. 12. Health Behavior Change How likely are you to How likely are you to use any of the recommend CDC's text information in text messaging pilot to a messages to improve friend? your health?
  13. 13. Reaction to Messages Please rate your level of agreement with the following: Agree or Strongly Agree The messages were easy to understand 91% The messages were credible 90% The messages were friendly 89% The messages were timely 78% The messages were informative 71% The messages were helpful 70% The messages gave me information on how to improve my health 70% The messages were interesting 64% The messages were useful to me 56% The messages were relevant to me 54%
  14. 14. H1N1 and Seasonal Flu Social Media from CDC
  15. 15. Whyville Quick Facts • More than 5 million registered citizens. • Each month, more than 2 million visits are made to Whyville. • About 60,000 new boys and girls register as citizens every month. • The average, citizens spends more than • Girls outnumber boys 30+ minutes per visit in Whyville. 2 to 3 • This population of tweens represents a • Average age is concentrated, tough-to-reach 12 1/2 demographic. © 2008 Numedeon, Inc.
  16. 16. CDC in Whyville • In-world vaccinations for two strains of flu • Modeling of two key hygienic behaviors: • Hand washing: hand washing decreases likelihood of infection • Covering: elbow covering of sneezes and coughs decreases spread of flu • Vaccination celebration with CDC flu expert • Engaging Video Contest and Flu Report
  17. 17. Virtual World: Whyville
  18. 18. 2009-2010 Flu Results in Whyville Visits to Jimmy and Timmy in City Hall: 52,366 • Virtual Vaccinations: • WhyFlu Vaccination: 14,749 • WhyMe Flu Vaccinations: 12,369 • Number of Flu Infections: • WhyFlu Infections: 25,408 • WhyMe Flu Infections: 27,858 • Hand Washings: 214,772 • Cough and Sneeze Coverings: 184,716
  19. 19. CDC Twitter
  20. 20. Selected CDC Twitter Demographics Gender of Twitter Followers Age of Twitter Followers 160 200 140 @CDCFlu 120 @CDCEmergency 150 100 @CDC_eHealth Male 80 100 60 Female 40 50 20 0 0 @CDCFlu @CDCEmergency @CDC_eHealth 18-39 years old 40-59 years old 60-75 years Over 75 years old old 140 120 Education of Twitter Followers 100 80 60 40 @CDCFlu 20 @CDCEmergency 0 @CDC_eHealth High School or Some college College degree Advanced less degree Source: CDC Twitter Survey 03/2010
  21. 21. Selected CDC Twitter Findings Source: CDC Twitter Survey 03/2010
  22. 22. Selected CDC Twitter Findings Source: CDC Twitter Survey 03/2010
  23. 23. Selected CDC Twitter Findings Source: CDC Twitter Survey 03/2010
  24. 24. i know Campaign
  25. 25. More Social Media Resources • eHealth Metrics Dashboard http://www.cdc.gov/metrics • Social Media Guidance: http://www.cdc.gov/SocialMedia/Tools/guidelines/ • Social Media at CDC: http://www.cdc.gov/SocialMedia/
  26. 26. Thank You! Ann Aikin Social Media Strategist US Centers for Disease Control and Prevention aaikin@cdc.gov @bujulicious www.linkedin.com/in/annaikin Connect with CDC! @CDC_eHealth, @CDCemergency… www.facebook.com/CDC www.youtube.com/CDCstreaminghealth...

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