Social Media for Health Behavior Change

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  • The study followed 96 overweight and obese men and women living in a metropolitan area over a 6-month period. All participants were required to own one of four types of Internet-capable mobile devices: iPhone, iPod Touch, BlackBerry or an Android-based phone. Participants were randomly assigned to either the podcast-only group (Podcast-only) or the podcast plus enhanced mobile media intervention group (Podcast + mobile). http://www.ideafit.com/fitness-library/can-twitter-help-clients-lose-weight How fascinating… perhaps we can align social media (and other digital technologies) with our programs and services to achieve an enhanced experience. One that integrated into people’s lives One that incorporates the digital lifestyle people are used to?
  • The study followed 96 overweight and obese men and women living in a metropolitan area over a 6-month period. All participants were required to own one of four types of Internet-capable mobile devices: iPhone, iPod Touch, BlackBerry or an Android-based phone. Participants were randomly assigned to either the podcast-only group (Podcast-only) or the podcast plus enhanced mobile media intervention group (Podcast + mobile). http://www.ideafit.com/fitness-library/can-twitter-help-clients-lose-weight How fascinating… perhaps we can align social media (and other digital technologies) with our programs and services to achieve an enhanced experience. One that integrated into people’s lives One that incorporates the digital lifestyle people are used to?
  • The study followed 96 overweight and obese men and women living in a metropolitan area over a 6-month period. All participants were required to own one of four types of Internet-capable mobile devices: iPhone, iPod Touch, BlackBerry or an Android-based phone. Participants were randomly assigned to either the podcast-only group (Podcast-only) or the podcast plus enhanced mobile media intervention group (Podcast + mobile). http://www.ideafit.com/fitness-library/can-twitter-help-clients-lose-weight How fascinating… perhaps we can align social media (and other digital technologies) with our programs and services to achieve an enhanced experience. One that integrated into people’s lives One that incorporates the digital lifestyle people are used to?
  • People still use it! http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2012.pdf
  • Despite the fact that over the last 7 years we have become more proficient at social media, new challenges have decreased our ability to be effective in this space. Practiced – more efficient Learned ways to improve our presence and expand our reach Tools and resources to evaluate our efforts and strategy Yet people still spend 6-11 per week (marketing) Increased “noise” --- drowning behind the celebrities and others with greater status. Reduced visibility (most people check their facebook in the mornings and at night… so if you are not there – changes are people won’t see you!) Social media management (leaving-hiding-unfriending-unfollowing) New technologies are entering the landscape
  • http://pewinternet.com/Reports/2013/Coming-and-going-on-facebook.aspx Before I get to the hidden reason why this is ridiculous, the obvious reasons: Only half of your Fans are on Facebook during the day you created your post Others who are online weren ’t within a several hour window to see your post Some of your “Fans” are fake profiles or dead accounts http://www.jonloomer.com/2012/10/30/facebook-page-hide-all/ 7.5 % http://www.marketingpilgrim.com/2011/06/new-study-only-7-5-percent-of-fans-see-your-facebook-page-posts.html
  • So, how can we make a greater impact “ Come to my boot-camp class – starts Friday, space is limited space” Link to a flyer Can it be used in other ways besides just business marketing? This session is taking Social Media and other online tools and putting it on its ear. Taking a look at social media from a different perspective… from a health behavior change perspective. After all, as health and fitness professionals – we aren ’t about marketing. Yes, we have certain business obligations to ensure we get a return on our programs and services – marketing is certainly part of that… but we are in the business of changing lives… Of getting that client to lose that weight Of getting that fitness to finish a half marathon Of getting that… example… That ’s us. That’s what we love. That’s what I love. I’m a sucker for a good fitness story. NOTE: SHARING IS KEY… so, although I may refernce FB a lot… I’m also going to reference non-facebook tools (where that’s not social) but most things can be shared to or link back to social network, namely Facebook.
  • I ’m going to work under the assumption most of train clients individually or in small groups within your community (that community can be the city you live in or a global community if you are an online trainer). But at the end, we are not public health professionals, so our direct impact tends to focus on individual change. So, we ’ll discuss the models that focus on individual HBC. There are many HBC theories and models Individual Interpersonal Community / group
  • Beyond just marketing or posting information about your program… what efforts have been made to get a person into your class?
  • http://pewinternet.com/Reports/2013/Health-online/Part-One/Section-1.aspx Extremely inclusive Active versus passive learning Collaborative spaces Apply to real-world
  • http://greatist.com/health/must-read-health-fitness-blogs/ Information is certainly one way to educate the world
  • Whether it’s fear or inspiration… a “yikes” or an “aw” moment influences perceptions, impacts attitudes and eventually can motivates behaviors towards a positive or negative. http://www.youtube.com/watch?v=qX9FSZJu448 Emotional arousal caused by perceiving a significant and personally relevant threat. Fear can powerfully influence behavior and, if it is channeled in the appropriate way, can motivate people to seek information, but it can also cause people to deny they are at-risk. Emotional Arousal; Tug at heart Strings; Testimonials Positive Outlook (also goes a long way) TOOLS YouTube/Videos Photos (IDEA FitnessConnect “Success Stories”) Pinterest Quotes TIP: Get clients to share their own transformation; piggy back off of videos that are viral with education. http://www.socialmediaexaminer.com/6-tips-to-increase-your-facebook-edgerank-and-exposure/ Affinity, Interaction, Timeliness is what ranks in social media
  • http://greatist.com/health/must-read-health-fitness-blogs/ Information is certainly one way to educate the world
  • Seven in ten U.S. adults track a health indicator for themselves or for a loved one Self-analysis; Behavior-Analysis; Quantified self (people want to measure everything) TOOLS Health Apps TIP: Get clients to share their own transformation; piggy back off of videos that are viral with education. http://mobihealthnews.com/research/an-analysis-of-consumer-health-apps-for-apples-iphone-2012/ Few receive text alerts about health or medical issues A whopping 80% of cell phone owners say they send and receive text messages, but just 9% of cell phone owners say they receive any text updates or alerts about health or medical issues.  One-fifth of smartphone owners have a health app Smartphones enable the use of mobile software applications to help people track or manage their health. Some 19% of smartphone owners have at least one health app on their phone. Exercise, diet, and weight apps are the most popular types. http://pewinternet.com/Reports/2012/Mobile-Health/Key-Findings.aspx
  • In 2010, Pew Internet began to explore the phenomenon of tracking for health, limiting our questions to those who use online tools. We found that 15% of internet users tracked their weight, diet, or exercise routine online and 17% of internet users tracked any other health indicators or symptoms online.  Fully 27% of adult internet users said yes to either question, which translates to about one in five U.S. adults who use some form of technology to track a health indicator. http://pewinternet.com/Reports/2013/Tracking-for-Health/Main-Report/Seven-in-ten-US-adults-track-a-health-indicator-for-themselves-or-for-a-loved-one.aspx
  • It’s great that we include these tools… but how can we possible leverage this data? How can we teach our clients to leverage their data? Can we recommend some tools? Do you use these tools? Not all, but most have some aspect of “social” components? How can you align your programs with these tracking features?
  • http://www.ted.com/talks/nicholas_christakis_the_hidden_influence_of_social_networks.html Building rapport is key in supporting healthy behaviors. As far as fitness professional’s efforts in social media and networking space, I think we all leverage our networks very well. In fact, it’s probably the strongest ways that these SM tools support behaviors. Through our Likes and comments… Question of “Should you become facebook friends with your clients or not?” Nike Plus! We all know the importance of helpful relationship… so I won’t dwell on this aspect too much
  • http://greatist.com/health/must-read-health-fitness-blogs/ Information is certainly one way to educate the world
  • Challenge Loop FourSquare check-ins FourSquare lists. Amazon Wish Lists
  • http://greatist.com/health/must-read-health-fitness-blogs/ Information is certainly one way to educate the world
  • Challenge Loop FourSquare check-ins FourSquare lists. Amazon Wish Lists
  • Reinforce positive behaviors… Challenge Loop FourSquare check-ins FourSquare lists. Amazon Wish Lists
  • Counter-conditioning Relaxation can counter stress Fat-free foods might be a better substitute, etc. Podcasts Spotify /Jog.fm

Transcript

  • 1. Social Media: The New Behavior Change Model PRESENTED BY Biray Alsac-Seitz, M.S.© 2013 IDEA Health & Fitness Association. All Rights Reserved. www.ideafit.com
  • 2. Can Twitter Help Clients Lose Weight?© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 3. Can Twitter Help Clients Lose Weight? • Univ. S. Carolina’s Arnold’s School of PH • Use of social media has been used to study health-trends and fitness discussions, but this was the first study to use Twitter as part of the intervention • 96 overweight & obeses men/women • 6-months • Podcast-only and Podcast+Mobile (Twitter) were effective in producing a 2.7% decrease in body weight in 6 months.© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 4. Can Twitter Help Clients Lose Weight? • 2630 Twitter posts • 75% were informational (of which 81% were participant updates) • 6.6% Emotional support through listening • 4.6% Esteem support through compliments • Every 10 posts to Twitter corresponded to about 0.5% weight loss http://www.ideafit.com/fitness-library/can-twitter-help-clients-lose-weight© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 5. Social Media for Marketing “83% of business owners think it is important to their business.” • Brand awareness • Increasing traffic (greater visibility) • Providing marketplace insight© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 6. Social Media Snapshot© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 7. Social Media Saturation • Increased “noise” • Reduced visibility • Smart apps have gotten smarter • Increased need for social media management • Competitive technologies are entering the landscape© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 8. How does this impact our efforts? • Decreases the effectiveness of our marketing • Reduces opportunities for client-trainer engagement • Increases the chances of behavior relapse in clients© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 9. Other ways to use Social Media? Take off Social Media Marketing Hat Look at Social Media through the lens of Health Behavior Change© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 10. Health Behavior Change Models© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 11. HBC versus SM Education Emotional Impact Monitoring Helping Relationships Challenges Rewards Countering© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 12. EDUCATION “Education is first step in behavior change.” • 81% of U.S. adults who use internet, 72% have looked online for health information in the past year (2012). • Eight in ten online health inquiries start at a search engine. • Education should be relevant to the behavior.© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 13. EDUCATION • Blogs • Newsletters • Facebook posts • Twitter posts • IDEA FitnessConnec “Client Share” • Online Courses • Other Learning Spaces© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 14. EMOTIONAL IMPACT “Emotional reactions can motivate behavior.” • Make the most of photos and videos (increase visibility/rank in Facebook) • It can motivate people to seek further information© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 15. EMOTIONAL IMPACT • Quotes • Photo Captions • eCards • Facebook ‘Inspiration’ pages • Pinterest boards • Twitter waterfalls (walls)© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 16. MONITORING “Quantified Self.” - WIRED• 7 out of 10 U.S. adults track a health indicator for themselves or for a loved one• 13,600+ mobile apps for health and fitness• 19% of smartphone owners have at least one health app on their phone.© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 17. MONITORING: What are people tracking?© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 18. What does this mean for FitPros? “Empowered patient in health care.” • Can data be exported? • Would clients like assistance in interpreting their own data? • Should you recommend effective monitoring or tracking sites or apps? • Is there a social component to these tools? If so, should you use them?© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 19. HELPING RELATIONSHIPS “Obesity can spread from person to person.” • Friend is obese  risk of obesity = 45% • Friend’s friend is obese  risk of obesity = 25% • Friend’s friend’s friend is obese  risk = 10%© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 20. HELPING RELATIONSHIPS • Likes & Comments (compliments) for healthy behaviors • Social Motivations • Recognitions • Support through tracking (mobile apps)© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 21. CHALLENGES • Some people are motivated by competition. • Gamification is the process of integrating game thinking and game mechanics in a non-game environment (more than just PBLs) • (Not to be confused by exergame) “Gamification of fitness.”© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 22. CHALLENGES • IDEA Challenge Loop • Build in Game components • Leverage game-related apps© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 23. CHALLENGES© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 24. REWARDS “Reinforcements are helpful in motivating behaviors.” • Positive reinforcements can come in the form of recognition (@Twitter) • Most effective immediately after a positive behavior • Tangible reinforcements should be used sparingly© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 25. COUNTERING • Substituting unhealthy ways of acting and thinking with healthy ways. • Offer options© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 26. Social Media for HBC 1. Consider approaching program marketing from a health behavior change perspective. 2. Take a comprehensive approach to promoting a program. (What do clients need to know/do before, during, after a program or session?) 3. Consider using social media tools appropriately to enhance your efforts and support health behavior change.© 2013 IDEA Health & Fitness Association. All RightsReserved.
  • 27. Google Me Biray Alsac-Seitz, MS BeFitWithBiray@gmail.com @befitt LinkedIn© 2013 IDEA Health & Fitness Association. All RightsReserved.