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Take the Lead Using Social Media To Mobilize Community Leaders and Their Communities Photo: http://www.flickr.com/photos/b-tal/2973889760/ Webinar Centers for Disease Control and Prevention December 17, 2009
Presenters Lynn Sokler Chief, Marketing and Communication Strategy Branch National Center for Health Marketing Centers for Disease Control and Prevention Erica Holt Social Media Specialist American Institutes for Research Nedra Weinreich President Weinreich Communications
Main Goal of the Take the Lead Campaign To create and activate a social mobilization movement in selected communities to encourage individual and family preparedness and readiness to respond to influenza outbreaks, including 2009 H1N1. How do we accomplish this? By mobilizing community organizations and leaders to disseminate information and create opportunities for individual and family actions toward preparedness and response.
Take the Lead Campaign Background Lessons learned from phase I of campaign shaped our current direction. Now focus on social mobilization, not just media and information dissemination. Campaign is also intended to help develop and refine models for future flu preparedness and response efforts.
Social Media’s Role in the Take the Lead Campaign Facilitates communication and engagement with current and potential Collaboratory partners and leaders. Partners use it to directly engage, inform, and motivate the community. Disseminate information Create opportunities for people to take action toward flu preparedness and response Social media helps mobilize partners and helps partners mobilize their communities.
Topics To Cover What Is Social Media? Using Social Media Strategically Social Media Tools Social Media Do’s and Don’ts Examples of a Social Media Strategy and How To Use Tools for Take the Lead Additional Resources Q&A Image Source: CDC: www.cdc.gov/h1n1flu/images.htm
Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about What Is Social Media? Slide Credit: wearemedia.org
Social Media Use Is GROWING 184 million bloggers 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips Frequency of social network site use is comparable across ethnic segments in the U.S. Slide Credit: wearemedia.org http://www.flickr.com/photos/dotpolka/34311984/ Source: Universal McCann Comparative Study on Social Media Trends April 2008
Engage Your Leaders and Your Community Photo: http://flickr.com/photos/whyswomen/143360770/
Summary: Step-by-Step Strategy Determine Goals Identify Target Audience(s) Select Tools and Tactics Set Up Tools Listen to Local Conversations Engage! Photo: http://www.flickr.com/photos/pensiero/230717296/
Online Community Photo: http://www.flickr.com/photos/scottm/262491728/
Sample Tweets 6 local churches plan drive to develop flu plans w/families this Sunday. Join us! Let’s get 20 churches! More at www…. Weekly flu tip: Do you have the medical supplies you need at home if someone gets H1N1? Don’t wait! http://bit.ly/TTL
Listening via Social Media Monitoring http://www.flickr.com/photos/bionicteaching/3629084631/
How Can You Keep Partners Motivated via Social Media? Post new information they can use daily, or at least several times a week. Check new messages on your social media accounts daily and respond as soon as you can, particularly for existing partners. Start to participate in discussions via Ning forums, Facebook pages, or Twitter and encourage partners to participate. Refer community inquiries about flu issues to appropriate partners and recognize their efforts.
Social Media Do’s and Don’ts http://www.flickr.com/photos/waderockett/171688464/
Be Authentic Be Relevant Photo: http://www.flickr.com/photos/feastoffools/3584066855 Photo: http://www.flickr.com/photos/gw1/2666052624/ Photo: http://www.flickr.com/photos/brewedfreshdaily89/2824125234/ Have Two-Way Conversations
Be an Enabler Conversations Sharing links/info Passionate communities Social support Photo: http://www.flickr.com/photos/sophistechate/2994734948/
Examples of a Strategy and How To Use Tools To Engage and Mobilize http://www.flickr.com/photos/magandafille/1548136685/ and phototrix.com
Sample Social Media StrategyCollaboratory Goal: Increase Flu Preparedness Among Families Increase local partner commitment to promote family flu plans for flu outbreaks using Take the Lead tools. Encourage parents to take actions to prevent illness and be ready in case they get sick.
Sample Social Media StrategyTools and Tactics—Partners Ning Network
Create a Ning network for the Collaboratory and focus on engaging partners with a family focus (schools—public and private, churches, neighborhood associations)
Using ToolsEncourage Partners To Promote Having Essential Medical Supplies on Hand
Listen to and join local conversations in social media about 2009 H1N1 flu preparedness and response
Start discussions and post related links on Ning site, Facebook, and Twitter with tips to help people get supplies together on a budget
Provide ideas to partner organizations regarding how they can help people get started on gathering supplies (e.g., ask for donations at church services)
Encourage partners to promote attendance at an event sponsored by a local supermarket or scout troop (e.g., coupons provided with vaccinations, free boxes with supply lists, and starter donated supplies)
How Do I Choose My Tools?
More Detailed “How-To’s” in the TTL Social Media Guide
Additional Resources and More Information For Take the Lead technical assistance contact your main campaign contact or Lori Agin at 404–260–1043; firstname.lastname@example.org For additional Take the Lead resources, see www.flu.gov/takethelead (to be posted in January 2010) For additional flu-related social media resources, see http://www.flu.gov/news/socialmedia/
Next Steps Develop a Q&A document to address any questions that we don’t get to answer today Provide a copy of these slides Set up a campaign Ning site Provide additional content resources for your social media networks Follow up with you regarding technical assistance needs Evaluate this Webinar