CDC 2.0: Using Social Media to Increase the Impact of CDC's Science

Slideshow Transcript

1. Slide 1: CDC 2.0: Using Social Media to Increase the Impact of CDC’s Science Janice R. Nall National Center for Health Marketing February 26, 2008
2. Slide 2: Web Executive Seminars Social Sites for Social Good February 26, 2008 National Press Club Washington, DC Learn more: www.forumone.com/wes
3. Slide 3: CDC 2.0: Using Social Media to Increase the Impact of CDC’s Science Janice R. Nall National Center for Health Marketing February 26, 2008
4. Slide 4: Why does CDC care about Web 2.0? • 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 • Facilitates interactive communication and community Our goal: To make CDC content, tools, and services available when, where, and how users want them – to improve the health and safety of people around the world
5. Slide 7: CDC 2.0 eHealth Efforts • Blogs/bloginars • Email updates • Wikis • Podcasts/RSS • eGames • eCards • Viral videos • Mobile applications • Virtual worlds • Social networks • Widgets • User-generated content • GIS applications • Social bookmarking • Other open-sourced tools (digg, other tagging, etc.)
6. Slide 8: Web 2.0 - Research • User Data Briefs – Internet use – Social Networks – Mobile Phones – eGames – Viral Video – Texting – Tagging – User Generated Content – eCards • Demographics Database • Crisis Communication Plan for Social Media
7. Slide 10: CDC 2.0 in action: eCards
8. Slide 11: eCard Users • Total CDC Health-e-Cards sent 2/14/07 – 11/30/07: 5,004 cards in first 9 months • CDC Valentine Health-e-Cards sent 1/25/08 – 2/21/08: 5,850 cards in 29 days (including 820 cards in Spanish) • Most popular CDC cards: – Valentine Cards – Holiday Cards – Flu Prevention – health professionals – World AIDS Day
9. Slide 12: eGames Escape from Diab – http://www.escapefromdiab.com/ NIH funded game created in collaboration with Children's Nutritional Research Center of Baylor College of Medicine to help prevent childhood obesity and Type II diabetes Northern Illinois University students learn principles of mechanical engineering by playing video games http://www.youtube.com/watch?v=LYGwaI-haOM Dance Dance Revolution as “exer-gaming” in high schools http://www.youtube.com/watch?v=x5YROvohvvI
10. Slide 13: CDC 2.0 in action: eGames • Hosted eGames event in June to determine CDC’s optimal role in eGames • Leading CDC’s Health-e- Interactive Community of Practice to encourage cross-CDC collaborations in games
11. Slide 14: CDC 2.0 in action: User-generated Tags
12. Slide 15: CDC 2.0 in action: Content Syndication
13. Slide 16: Widgets • Mini-applications—also called “gadgets”— easily used on a desktop or personal page…they are constantly updated with whatever information you want. • “The Google personal homepage (which uses widgets) is the fastest-growing Google product,” says Marissa Mayer, the company’s vice president of “search products and user experience.” “This market is going to be very large.” Source: Newsweek, The Year of the Widget?, December 30, 2006
14. Slide 17: Google Gadgets/Widgets
15. Slide 18: CDC 2.0 in action: Virtual Worlds Second Life Hygeia, the muse of health, becomes Hygeia Philo, CDC avatar
16. Slide 19: CDC Plans for Second Life • Expanding space and developing more \"in-world\" content that matches the proactive CDC.gov marketing strategy. • Developing partnerships with local universities (SCAD, GA Tech, and UGA) to build out the space, create engaging experiences to draw visitors to the site, and conduct research to evaluate in-world vs. real world behaviors. • Developing in-world activities – users want to “do” something in virtual worlds…what health activities can we provide? • In Sept 2007, conducted in-world interview with Washington Post reporter.
17. Slide 20: Mobile Applications More Americans Have Cell Phones than PCs • More than four out of five U.S. adults (85%) own a mobile phone, compared with seven in ten (71%) who have a landline or home phone. Sources – From: http://www.marketingcharts.com/direct/survey-growing-opportunities-for-mobile-advertising-790/ (study conducted between March 29 and April 2, 2007 among 4,123 adults (aged 18 and over). Pew Internet and American Life Project Survey February to March, 2007
18. Slide 21: Mobile Applications for Health • Establishing mobile.cdc.gov • Disease management (diabetes) • Geographic locators (HIV) • Risk communication (flu) • Persuasive messaging (health reminders) • Health promotion (diets) • Emergency preparedness • Personal safety
19. Slide 22: CDC 2.0 in action: Mobile Diabetes Management • Partnership with Georgia Tech University, CDC’s Diabetes Team, and CDC’s eHealth Division to study the use of a glucometer- integrated mobile phone • Glucometer readings available on a collaborative Web site for discussion by the diabetes patient and diabetes educator • Preliminary study results indicate participants improve their ability to effectively reflect on diabetes management •Further Research: • Investigating social media techniques to further motivate diabetes management • Understanding potential barriers of this approach
20. Slide 23: CDC 2.0 in action: AIDS Personal PSA Project The New Face of AIDS: A Mobile Media Experience • In one day, teams using mobile devices created compelling video messages encouraging positive health decisions • By end of day, teams produced one-minute New Face of AIDS personal PSAs that encourage young people to be tested for HIV • On World AIDS Day, 12/1/07, these AIDS PPSAs were pushed to mobile phone From more information, see: http://www.nmi.uga.edu/aids_ppsa/ and Web users Sponsored by the University of Georgia, Kaiser Family foundation, Verizon, • Expanding for HIV Testing AIDS Research Consortium of Atlanta, Philadelphia FIGHT, CDC Day in April 08
21. Slide 24: CDC 2.0 in action: Mobile Applications Using Mobile Tech for Public Engagement (Pandemic Flu Proposal ) • Example Questions to be Answered • What are the potential risks of mobile Project Purpose communications? Launch pilot study of the application of mobile • How does communication via mobile phones technologies for risk communication, and to complement an overall communications publish findings and recommendations based on strategy? this study. Focus: Pandemic Flu • What mobile communications standards (SMS, MMS, WAP, IVR, voice, etc.) are most effective? • How can technologies such as GPS,GIS, wearable sensors, and others be employed? • What content is appropriate for mobile communications? What is the effectiveness of existing standards such as Common Alerting Protocol (CAP)? • How can mobile technologies support Project Phases surveillance efforts in collaboration with other 2. Background Reseach CDC centers and government? 3. Design and Develop Pilot System 4. Develop Targeted Messaging • What accessibility issues exist with mobile 5. Launch Pilot System technologies? 6. In Situ Field Research and Evaluation 7. Analysis and Findings
22. Slide 25: Mobile: KnowIT Campaign • Collaboration with HBO and Kaiser Family Foundation to encourage HIV testing – as part of World AIDS Day efforts 12/1/07 • Mobile Texting Campaign: To encourage users to know their HIV status and to locate HIV testing facilities nearby • Web banner ads, Health-e- Cards, and MySpace badges • Video podcast and PSAs on YouTube •With HHS, hosted a webinar for CDC HIV grantees
23. Slide 26: Mobile Texting February 28-March 1, 2008 Stanford University, Palo Alto, California • A gathering of experts in health, behavior change and mobile technology • A premiere conference on how mobile text messaging can promote better health • Co-sponsored by CDC, Institute for the Future, others • To Register: www.Texting4Health.org
24. Slide 27: Virginia Tech Tragedy New Media Background: In response to the tragedy at Virginia Tech, CDC’s Division of Violence Prevention created a short videocast for coping with stress after a traumatic event. To leverage the power of social media for reaching college students and educators, NCHM disseminated the podcasts and links to related CDC.gov eHealth information through multiple new media channels. Virginia Tech New Media: YouTube The CDC podcast “Coping with Stress after a Traumatic Event, such as a School Shooting” was made available through CDC.gov, iTunes and imported to YouTube.
25. Slide 28: Virginia Tech New Media: Blogs CDC podcast and web resources were disseminated to bloggers and posted as comments on 9 relevant blogs, including: • Time.com • CNN.com • NYTimes.com • The Chronicle of Higher Education • Teacher’s Magazine Blogboard
26. Slide 29: Virginia Tech New Media: Social Networks MySpace Resources were disseminated to two social network profiles. This profile posted the information in a blog to its network of friends. It is estimated this profile has more than 850 friends, the actual list is kept private at the request of the profile owner,
27. Slide 30: Social Networks •Facebook • 52,167,000 unique visitors in June 2007 • #20 ranked .com in U.S.(From: comScore Top 50 Properties (U.S.) June 2007, http://www.comscore.com/press/data.asp) • Boasts an audience of 33 million Web users • The 35+ crowd now accounts for more than 41% of all Facebook visitors. From: http://www.businessweek.com/technology/content/aug2007/tc2007085_051788.htm?chan=techno •My Space • 114,147,000 unique visitors in June 2007 (From: comScore Top 50 Properties (U.S.) June 2007, http://www.comscore.com/press/data.asp
28. Slide 31: Social Networks
29. Slide 32: Social Networks: MySpace • Launched 11/07 • 1776 page views • 207 friends • 221,218,358 people in CDC extended network www.myspace.com/cdc_ehealth
30. Slide 33: Social Networks – CDC Collaborations Daily Strength - http://www.dailystrength.org
31. Slide 34: Social Networks – CDC Collaborations CaringBridge - http://www.caringbridge.org
32. Slide 35: Other Social Networks Social networks Establishing CDC for physicians collaborations in http://sermo.com Sermo and eons. Social network for the 50+ crowd http://eons.com
33. Slide 36: Online Public Engagement Pan Flu Vaccination Prioritization Web Dialogue – • Dec 4 – 6, 2007 • 443 participants • Participants agreed that this was a good format for discussing health policy issues: – 35% strongly agreed – 30% moderately agreed – 15% slightly agreed
34. Slide 37: Seasonal Flu – Social Media Use 2007 ecards Virtual Worlds Bloginar Graphical Buttons Graphical Badge for Social Networks
35. Slide 38: Graphical Button November 1, 2007 – January 11, 2008 • 30,301 click-throughs to flu homepage from internal sites • 3,834 click-throughs from external sites
36. Slide 39: Social Networks – Graphical Badge
37. Slide 40: Webinar for Mommy Bloggers November 29, 2007  Targeted mommy and daddy bloggers  7 bloggers participated, 4 mommy and daddy bloggers  6 blog entries written (One blog is in top 500 (#492) of all blogs on the Web)  12 comments on blog posts
38. Slide 41: Webinar for Mommy Bloggers – Viral spread through social media flickr jaiku
39. Slide 42: Health eCards November 2007 – January 2008 • 7 Health e-Cards created • 856 cards sent • Most popular: Flu Prevention for Health Professionals – sent 511 times
40. Slide 43: Seasonal Flu New Media Virtual Worlds eGames – Whyville 2006 Empowered as public health advocates Engaged in learning 20k Whyvillians Vaccinated in 6 wks; 135k visited the CDC Flu Clinic
41. Slide 44: Virtual Worlds - Whyville In-World Vaccinations WhyFlu November 1, 2007 – January 10, 2008  40,919 Whyvillians were virtually vaccinated against the Whyflu  More than 1800 of those who participated were grandparents
42. Slide 45: Virtual Worlds - Whyville  380 kids attended the party  150 unique questions asked Sample Questions  How come some people get the flu even though they are vaccinated?  Sometimes, don’t vaccinations cause you to get sick?  Can we get more information about vaccinations elsewhere after this?  How can you prevent from getting Whyflu?
43. Slide 46: Other Social Media Second Life Flickr October 25, 2007 – January 9, 2008 19 Images posted on Flickr 2,064 total image views
44. Slide 47: Top 12 Recommendations for Implementing Social Media • Follow the user – know the usage data/trends • Demonstrate how this meets your agency’s mission • Compare resources vs. impact • Make security, IT, general counsel aware of your efforts • Plan for evaluation – metrics, metrics, metrics • Build the science – conduct research where you can • Welcome collaborations – partner outside/inside • Start small – quick wins – just do it! • Seed social media concepts/methods thru training, other • Document process – share results, lessons learned • Educate leadership as to why you MUST do this – experts, articles, case studies • Create climate of experimentation – you’ll have failures – that’s ok
45. Slide 48: CDC 2.0 Examples • eCards http://www2a.cdc.gov/eCards/index.asp • Podcasts/RSS http://www.cdc.gov/podcasts • Tagclouds http://www.cdc.gov/ToolsResources/index.html#tagcloud • Blogs http://www.cdc.gov/healthmarketing/blog.htm • Email Updates http://www.cdc.gov/emailupdates/ • Social Networks (My Space http://myspace.com/cdc_ehealth) • Virtual Worlds (Second Life http://secondlife.com Whyville http://www.whyville.net/smmk/nice)
46. Slide 49: CDC 2.0 Examples • Use of graphical images - Link to CDC.gov http://www.cdc.gov/Other/link.html • User-generated content sites You Tube http://youtube.com Flickr http://flickr.com • About CDC.gov http://www.cdc.gov/Other/about_cdcgov.html • CDC.gov Widgets http://www.cdc.gov/widgets • Virtual tour of CDC.gov – http://www.cdc.gov/vrtour.html • New Media Campaigns – – Seasonal Flu 2007 – http://www.cdc.gov/healthmarketing/ehealth_fluseason.htm – World AIDS Day & HIV Testing – http://www.cdc.gov/healthmarketing/ehealth_wad2007.htm
47. Slide 50: Contact Information Janice R. Nall – jnall@cdc.gov Division of eHealth Marketing National Center for Health Marketing CDC www.cdc.gov www.cdc.gov/healthmarketing
48. Slide 51: Web Executive Seminars LEARN MORE: www.forumone.com/wes