Are Friends a Dime a Dozen? Establishing Social Media M&E

Are Friends a Dime a Dozen? Establishing Social Media M&E
USAID Global Health Mini-University
Chris Rottler, Forum One Communications
Tara Sullivan, JHUCCP (K4Health Project)
Vince Blaser, IAVI
September 30, 2011

Agenda
New Media 101
Monitoring & Evaluation 101
Key Social Media Metrics
Case Studies (K4Health & IAVI)
Discussion

Key Communication Objectives for Using New Media
Create awareness of an issue, project, etc.
Launching a project or major resource
Establish a need among the right audience
Comparing projects/services
Develop or change opinion
Influence the influencers
Drive action and traffic among the right audience
Establish credibility and trust

Facilitate information sharing among audience networks
Expand reach to include more diverse audiences
Facilitate interactive communication, connection, and public engagement
Increase the timely dissemination and potential impact of health and safety information
Promote an organization’s work and results
Develop strategic communication partnerships
Raise awareness and advocate for global health issues
Key (Global Health) Communication Objectives for Using New Media

New Media 101
Note: Presence management framework derived from original work by Chris Brogan

Online Presence Framework
Home Base: Priority 1 (50% of your time budget)
“Social” portion of your hosted presence
Outposts: Priority 2 (40% of your time budget)
Key social sites that you actively participate in
Passports: Priority 3 (10% of your time budget)
Profiles on lower priority social sites
Mostly to listen, occasionally participate
Note: Presence management framework derived from original work by Chris Brogan

Monitoring & Evaluation 101

Step 1 (Strategy): Align your strategy with organization’s objectives
Step 2 (Metrics): Determine how you will measure success
Step 3 (Organization): Evaluate your organization’s readiness to measure social media
Step 4(Technology): Choose tools in light of strategy, metrics, and organizaiton (Etlinger, 2011)

Establishing a systematic process
to collect, analyze, and use social media metrics
Tara Sullivan, Knowledge Management Director
Rebecca Shore, Communications Specialist
Kate Stence, Communications Manager
Saori Ohkubo, M&E Advisor

K4Health Mission
To increase the use and dissemination of evidence-based, accurate and up-to-date information to improve health service delivery and health outcomes worldwide.
Make quality health information easy-to-find and easy-to-use

K4Health’s Target Audiences

K4Health’s Communication Strategy

K4Health’s Social Media Objectives

Understanding Our Audience
Environment scan
Global online survey
Multi-country qualitative study
Methods:
Key informant Interviews
Network stakeholder interviews
Focus group discussions
Net-mapping
Countries:
Malawi, Senegal & India
Ethiopia & Peru
Women participate in a family planning discussion group in India.
© 1993 Paul Bankerd/CCP, Courtesy of Photoshare.

Social Media: An Integrated Approach

K4Health Blog: Joining the Conversation
Global Health
Information & Communication Technology for Development
Knowledge Management for Health
Family Planning, Reproductive Health, HIV/AIDS

Social Media: An Integrated Approach

Collecting the Data

Google Analytics: Annotations

Measurable Success

Facebook Advertising Campaign

Tools to Track Social Media

Quality Over Quantity
M&E lessons from the International AIDS Vaccine Initiative’s new media efforts
Vince Blaser
New Media Specialist
Washington, DC 11th Annual Global Health Mini-University
9/30/11

What is the International AIDS Vaccine Initiative (IAVI)?
IAVI is a global, non-profit, public-private partnership with a mission to ensure the development of safe, effective, accessible, preventive HIV vaccines for use worldwide
We work with partners around the world, with HQ in New York and field offices in Africa, Europe and India
The bulk IAVI’s funding is spent on R&D for vaccine candidates. We also conduct policy analyses, advocate for the field and engage communities in the trial process and AIDS vaccine education

IAVI’s Communication Objectives
Main Objective: Inform relevant audiences that an AIDS vaccine is possible and vital, and that IAVI’s programs in particular are valuable
Secondary Objectives:
Maintain and increase support for AIDS vaccine development
Reinforce IAVI as a “go-to” organization and partner on AIDS vaccine development
Raise appropriate awareness of IAVI’s activities and innovations

IAVI’s New Media Audit – What We Hoped to Learn
What are the major conversations?
Average of 400-500 posts on FB and Twitter daily related to our issues, 1,000+ daily during the 2010 International AIDS Conference
Key stakeholders were reading global health, AIDS, development and political blogs in addition to traditional news sources
What is our audience looking for?
Lessons for engagement

Findings – What Are the Major Conversations?
News, news and more news
@SciDevNet: India, South Africa to team up on HIV vaccine research http://bit.ly/d6sPEx
Support for HIV vaccine R&D
@OnlyInterject: Computational Biology @ work! via @AIDSvaccine Determining shape of viral protein could spur #HIVvaccinedev http://bit.ly/bmSgZK#AIDSvax10
The conspiracies, the misinformed and the sarcastic
@marshallbock: @naporeon Vaccines cause autism! And AIDS! AIDSTISM!
@JoziStylista: RT @BeigeTheColour: One would imagine that a small dose of HIV blood is one of the ingredients in the AIDS vaccine...

Findings – What is Our Audience Looking For?
They’re looking for news
They’re looking for inspiration
They’re looking to collaborate
They’re willing to help spread the word

Creating and Evaluating IAVI’s New Media Strategy
Opportunities
To reflect changes in media landscape by placing IAVI spokespeople and partners in key blogs for stakeholders
To post the latest on AIDS vaccines and IAVI in social media outlets that are most used by stakeholders and best fit IAVI’s communications objectives
To keep a pulse on latest discussions about our field from our major stakeholders as well as general audiences
Challenges
To maintain the organization’s expertise and credibility in the new media space
To avoid wasting limited staff time on relatively ineffective new media outlets and conversations not productive toward our mission
To focus evaluation of new media strategy on key stakeholder engagement

Where We Focus (and Where We Don’t) – Blogs
Blog placement
Scientific blogs (Science Insider, Science Speaks: HIV & TB News)
AIDS, global health policy blogs (ONE Campaign Blog, Global Health Magazine Blog)
Policy/politics blogs (Huffington Post, MFAN blog, The Hill Congress Blog)
Major media blogs (CNN, Guardian Global Health Policy Blog)
Development and donor blogs (USAID Impact Blog, Scidev.net)
NOTour own blog

Where We Focus (and Where We Don’t) – Social Media Outlets
Twitter (@AIDSvaccine)
High emphasis, most staff time and most posts
Facebook (facebook.com/AIDSvaccine)
Second highest emphasis and staff time – most posts and multimedia content related directly to IAVI
YouTube (IAVIvideos)
Time varies by project and goal of videos
LinkedIN
Discussion board and group maintained for purposes of recruiting and informing field of major breakthroughs
Other outlets
Little time spent on MySpace, Flickr. Wait-and-see on new outlets like Google+

What We Post About
IAVI news, announcements and reports
Developing an #HIV#AIDS#vaccine isn't just science. Check out our brief on IAVI's vaccine preparedness approach http://bit.ly/c5xv7Q
AIDS vaccine, global health/development news, trends
Great new resource on CAPRISA #HIV#microbicide trial results & what's next from AVAC (@HIVpxresearch). Check it out! http://bit.ly/aIuepe
Inspiring quotations and key messages
New U.S. #MDG plan: "We will pursue breakthroughs in public health across the developing world," incl#HIV#vaccineshttp://bit.ly/bh5TCh
Major events
#AIDS2010, what do you know future #HIV prevention choices? Earn your prize at the Global Village Women’s Networking Zone Tue 20th 5:15pm!
Responses, messages to other posters
@Ballona: #HIV antibodies discovery is step fwd in developing an effective #AIDS vaccine, but much work remains.

How We Evaluate
Quantitative Methods
Website traffic numbers, followers, YouTube views, bit.ly clickthroughs, etc.
Volume of discussion on our topic areas that utilizes our information and outreach
Qualitative methods
Feedback from key stakeholders
Engagement from key partners
Participation in major social media discussions on AIDS vaccine R&D

Imagine a world
withoutAIDS

Discussion
Contact Information:
Chris Rottler, Forum One Communications
crottler@forumone.com
Tara Sullivan, Knowledge for Health
tsulliva@jhuccp.org
Vince Blaser, IAVI
vblaser@iavi.org

Are Friends a Dime a Dozen? Establishing Social Media M&E

by Forum One Communications on Oct 06, 2011

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