Take the Lead Social Media Webinar Slides

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  • The campaign’s Social Media Guide can help you with the step-by-step process of getting started. And we are available to provide you with technical assistance as well. We can provide you with assistance in choosing the best tools for you to use and help in setting up and expanding your social networks.
  • Before we get to your questions, we want to let you know about how we will be expanding on this Webinar in order to get you started using social media tools. We will be conducting a number of follow-up activities in the coming weeks including:Developing a Q&A document to address any questions that we don’t get to answer todayProviding you with a copy of these slidesSetting up a campaign Ning siteProviding additional content resources for your social media networksFollowing-up with you regarding technical assistance needsEvaluating this WebinarWe could use your help in the evaluation step. When we send you a copy of the slides, we will also provide you with a short evaluation form to determine the effectiveness of this Webinar. We would appreciate it if you would return the evaluation to us as soon as possible.


  • 1. Take the Lead
    Using Social Media To Mobilize Community Leaders and Their Communities
    Photo: http://www.flickr.com/photos/b-tal/2973889760/
    Centers for Disease Control and Prevention
    December 17, 2009
  • 2. 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
    Weinreich Communications
  • 3. 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.
  • 4. 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.
  • 5. 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.
  • 6. 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
    Image Source: CDC: www.cdc.gov/h1n1flu/images.htm
  • 7. 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
  • 8. 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
  • 9. Social Media Successes
  • 10. Where do you
    Photo: http://www.flickr.com/photos/livenow/146066254/
  • 11. Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/
  • 12. What Are Your Goals?
  • 13. Whom Do You Want To Reach?
  • 14. Which Tools and Tactics Will Help You Reach Your Goals?
  • 15. How Do I Choose My Tools?
  • 16. Set Up Your Tools
  • 17. Listen
    Photo: http://flickr.com/photos/yogi/1394932433/
  • 18. Engage Your Leaders and Your Community
    Photo: http://flickr.com/photos/whyswomen/143360770/
  • 19. Summary: Step-by-Step Strategy
    Determine Goals
    Identify Target Audience(s)
    Select Tools and Tactics
    Set Up Tools
    Listen to Local Conversations
    Photo: http://www.flickr.com/photos/pensiero/230717296/
  • 20. Online Community
    Photo: http://www.flickr.com/photos/scottm/262491728/
  • 21. Ning Social Network
  • 22. Online Demo of Ning
  • 23. LinkedIn
  • 24. Facebook
  • 25. Twitter
  • 26. Local Twitter Search
  • 27. 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
  • 28. Blogs
  • 29. Listening via Social Media Monitoring
  • 30. 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.
  • 31. Social Media Do’s and Don’ts
  • 32. Share
    Photo: http://www.flickr.com/photos/angela7/534883941/
  • 33. 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
  • 34. Be an Enabler
    Sharing links/info
    Passionate communities
    Social support
    Photo: http://www.flickr.com/photos/sophistechate/2994734948/
  • 35. Examples of a Strategy and How To Use Tools To Engage and Mobilize
    http://www.flickr.com/photos/magandafille/1548136685/ and phototrix.com
  • 36. 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.
  • 37. 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)
    • 38. Distribute sample materials to partners
    • 39. Ask/answer questions in discussion forums
    • 40. Coordinate events/media outreach
    • 41. Share ideas/successes with each other
    • Create accounts for the Collaboratory and send tweets/post links/share information that partners can repost through their own accounts
  • Sample Social Media StrategyTools and Tactics—Parents/Community
    • Create Facebook groups or fan pages to connect local parents with Collaboratory partner organizations around flu issues
    • 42. Share links to TTL template and other information about creating a family flu plan that parents and community members can then share with their Facebook friends
    • Follow local Twitter users who tweet about parenting and health issues
    • 43. Send out tweets with tips on creating a family flu plan
    Blogger Outreach
    • Find and reach out to ten popular local mom bloggers
  • Using ToolsLearn How Other Organizations and Communities Are Dealing With H1N1
    • Post a question to LinkedIn Answers and join relevant LinkedIn discussion groups
    • 44. Ask Twitter followers, with a request to “re-tweet”
    • 45. Join other community Facebook groups or “fan pages”
    • 46. Read and comment on blogs covering local H1N1 flu preparedness and response
  • Using ToolsMobilize People To Obtain H1N1 Vaccinations
    • Update Facebook, Twitter, Ning, and Blogs
    • 47. Remind people of clinic dates
    • 48. Offer live updates from clinics
  • 49. 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
    • 50. Start discussions and post related links on Ning site, Facebook, and Twitter with tips to help people get supplies together on a budget
    • 51. Provide ideas to partner organizations regarding how they can help people get started on gathering supplies (e.g., ask for donations at church services)
    • 52. 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?
  • 53. More Detailed “How-To’s” in the TTL Social Media Guide
  • 54. Additional Resources and More Information
    For Take the Lead technical assistance contact your main campaign contact or Lori Agin at 404–260–1043; lagin@air.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/
  • 55. 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
  • 56. Questions?
    Photo: http://www.flickr.com/photos/oberazzi/318947873/