<ul><li>Listening To & Engaging Your Audience </li></ul><ul><li>February 2008 </li></ul><ul><li>Stephanie Marshall, U.S. D...
Web Executive Seminars Social Sites for Social Good February 26, 2008 National Press Club Washington, DC Learn more: www.f...
Campaign Goal <ul><li>Engage national and local leaders in the challenge to help Americans prepare for a pandemic flu.   <...
Defining Your Audience <ul><li>Insight:  People want to hear important messages from those they trust, not the government ...
Research is Imperative <ul><li>Insight:  although the issue of pandemic flu has dropped from the headlines, it is still be...
Assessing the Landscape <ul><li>Social media “Conversation Map” revealed online pan flu community  </li></ul><ul><ul><ul><...
Daily Kos <ul><li>12th most popular blog in the world </li></ul><ul><li>404 posts about pandemic flu since March 2005 </li...
Flu Wiki <ul><li>One of  the  most influential resources on pandemic flu, with referrals from most pan flu resources and m...
FluTrackers.com <ul><li>Preparedness comprises 15% of discussion threads and 9% of posts. </li></ul><ul><li>30 forums  |  ...
Videos <ul><li>The Pandemic Detective </li></ul><ul><li>A PSA by the Alameda County Public Health Department  </li></ul><u...
More Multimedia <ul><li>Google Earth Map Mashup of Avian Flu Country Situations Uses Google Earth to track the spread of A...
Criteria for Assessing INFLUENCE <ul><li>Blogs </li></ul><ul><ul><li>Number of inbound links </li></ul></ul><ul><ul><li>Fr...
 
13 Contributing Bloggers
Inviting Advocates into the Conversation <ul><li>Insight:  give your advocates full/partial ownership – they have more acc...
Lessons Learned <ul><li>Blogging has an impact . . . when it’s informed by research . . . and leverages WOM </li></ul><ul>...
<ul><li>flutracker Says:   Sec. Leavitt: Thank you to you and the HHS and the Ogilvy staff for this blog. It has been inte...
Measurement Ingredients <ul><li>Page Impressions, Visits, Unique Visitors </li></ul><ul><li>Time Spent, Pages per visitor ...
Maintaining Momentum <ul><li>Insight:  your new community is not a &quot;one-off&quot; – continue to give them incentive t...
<ul><li>“ . . . the entire process is a credit to the HHS, Dr. Raub, and the Internet flu community that is being recogniz...
Lessons Learned <ul><ul><li>You don’t always need to create your own online community to reach your audience.  Meet them w...
How to use social media for WOM today <ul><li>Listen  closely </li></ul><ul><li>Respect  the power of the consumer (new in...
LEARN MORE: www.forumone.com/wes  Web Executive Seminars
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Using Social Sites to Engage Audiences About Pandemic Flu / Forum One Web Executive Seminar

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A Web Executive Seminar presentation describing how a government agency used a leadership blog and online communities to build awareness around pandemic flu and avian flu. The discussion includes tips on conducting research and measuring campaign success. The presentation was made by by Qui Diaz, a digital strategist at the 360° Digital Influence practice of Ogilvy Public Relations Worldwide and Stephanie Marshall, Director of Pandemic Communications at the Office of the Secretary, U.S. Department of Health and Human Services. The two presenters spoke at Forum One Communication's Web Executive Seminar on February 26, 2008. Learn more at:

http://www.forumone.com/content/calendar/detail/2682. Contact Chris Wolz / cwolz@ForumOne.com.

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  • Using Social Sites to Engage Audiences About Pandemic Flu / Forum One Web Executive Seminar

    1. 1. <ul><li>Listening To & Engaging Your Audience </li></ul><ul><li>February 2008 </li></ul><ul><li>Stephanie Marshall, U.S. Department of Health and Human Services </li></ul><ul><li>Qui Diaz, Ogilvy Public Relations Worldwide </li></ul>
    2. 2. Web Executive Seminars Social Sites for Social Good February 26, 2008 National Press Club Washington, DC Learn more: www.forumone.com/wes
    3. 3. Campaign Goal <ul><li>Engage national and local leaders in the challenge to help Americans prepare for a pandemic flu. </li></ul>+
    4. 4. Defining Your Audience <ul><li>Insight: People want to hear important messages from those they trust, not the government </li></ul><ul><ul><li>Target audience = national leaders </li></ul></ul><ul><ul><li>1-day Leadership Forum + 5-week blog </li></ul></ul>
    5. 5. Research is Imperative <ul><li>Insight: although the issue of pandemic flu has dropped from the headlines, it is still being discussed at high levels by passionate citizens online </li></ul>
    6. 6. Assessing the Landscape <ul><li>Social media “Conversation Map” revealed online pan flu community </li></ul><ul><ul><ul><li>Flubies & Flublogia </li></ul></ul></ul>
    7. 7. Daily Kos <ul><li>12th most popular blog in the world </li></ul><ul><li>404 posts about pandemic flu since March 2005 </li></ul><ul><li>9 posts on pandemic preparedness since the beginning of 2007; 10 – 420 comments per post </li></ul><ul><li>Most posts about pandemic preparedness are by Greg Dworkin , a.k.a. “DemFromCT.” Greg is also the editor of FluWiki.com </li></ul>www.dailykos.com
    8. 8. Flu Wiki <ul><li>One of the most influential resources on pandemic flu, with referrals from most pan flu resources and mainstream media. </li></ul><ul><li>Main editor is Greg Dworkin </li></ul><ul><li>Home to the Flu Wiki Forum </li></ul>www.fluwikie.com
    9. 9. FluTrackers.com <ul><li>Preparedness comprises 15% of discussion threads and 9% of posts. </li></ul><ul><li>30 forums | 12,447 threads | 65,961 posts </li></ul>www.flutrackers.com
    10. 10. Videos <ul><li>The Pandemic Detective </li></ul><ul><li>A PSA by the Alameda County Public Health Department </li></ul><ul><li>“ Cover your mouth, wash your hands, stay informed.” </li></ul><ul><li>Views: 353 </li></ul><ul><li>Bird Flu </li></ul><ul><li>A music video by M.I.A. (Sri Lanka/London artist) </li></ul><ul><li>Views: 155,839 </li></ul><ul><li>Preparing for Pandemic Flu: A Family Checklist Video </li></ul><ul><li>By Edna, 41 </li></ul><ul><li>Views: 1,463 </li></ul><ul><li>How to Prepare for an Influenza Pandemic </li></ul><ul><li>By the Spokane Regional Health District </li></ul><ul><li>Views: 5,198 </li></ul>
    11. 11. More Multimedia <ul><li>Google Earth Map Mashup of Avian Flu Country Situations Uses Google Earth to track the spread of Avian Influenza. </li></ul><ul><li>Pandemic: The Game </li></ul><ul><li>“ Evolve, Infect, Kill! Pandemic is a game where you get to evolve you own biological virus and wipe out mankind!” </li></ul>
    12. 12. Criteria for Assessing INFLUENCE <ul><li>Blogs </li></ul><ul><ul><li>Number of inbound links </li></ul></ul><ul><ul><li>Frequency/timeliness of posts </li></ul></ul><ul><ul><li>Number and content of comments </li></ul></ul><ul><ul><li>Affiliation of author </li></ul></ul><ul><ul><li>Search engine visibility </li></ul></ul><ul><ul><li>Traffic </li></ul></ul><ul><ul><li>RSS feed subscriptions </li></ul></ul><ul><li>Multimedia (Videos/Photos) </li></ul><ul><ul><li>Number of views and downloads </li></ul></ul><ul><ul><li>Number and content of comments </li></ul></ul><ul><ul><li>Ratings/peer assessment </li></ul></ul><ul><ul><li>Relevant groups </li></ul></ul><ul><ul><li>Number of subscribers </li></ul></ul><ul><ul><li>Number of inbound links </li></ul></ul><ul><li>Message Boards </li></ul><ul><ul><li>Breadth of boards </li></ul></ul><ul><ul><li>Quantity and timeliness of activity </li></ul></ul><ul><ul><li>Search engine visibility </li></ul></ul><ul><ul><li>Affiliation </li></ul></ul><ul><ul><li>Membership numbers </li></ul></ul><ul><ul><li>Traffic </li></ul></ul><ul><li>Social Networks </li></ul><ul><ul><li>Membership numbers </li></ul></ul><ul><ul><li>Types of community features present (e.g., profiles, blogs, video, message boards) </li></ul></ul><ul><ul><li>Activity level on features </li></ul></ul><ul><ul><li>Affiliation </li></ul></ul><ul><ul><li>Search engine visibility </li></ul></ul>
    13. 14. 13 Contributing Bloggers
    14. 15. Inviting Advocates into the Conversation <ul><li>Insight: give your advocates full/partial ownership – they have more access than you </li></ul>
    15. 16. Lessons Learned <ul><li>Blogging has an impact . . . when it’s informed by research . . . and leverages WOM </li></ul><ul><li>Pandemic Flu Leadership Blog | RESULTS </li></ul><ul><ul><li>Site visits = 39,162 </li></ul></ul><ul><ul><li>Unique visitors = 19,765 (6 continents, 113 countries, 50 states) </li></ul></ul><ul><ul><li>Page views = 132,619 </li></ul></ul><ul><ul><li>Inbound links = 344 links (from 110 blogs) </li></ul></ul><ul><ul><li>RSS subscriptions = 811 </li></ul></ul>
    16. 17. <ul><li>flutracker Says: Sec. Leavitt: Thank you to you and the HHS and the Ogilvy staff for this blog. It has been interesting and enlightening. I hope HHS and other federal and state agencies and legislators will take from this experiment the idea that direct communication with the citizens in this manner works well and benefits everyone involved. </li></ul><ul><li>Bravo and congrats to the Health and Human Services Department for its innovation and courage. If a government agency can step out of its comfort zone and explore avenues to engage and leverage conversations online think of what a Big Brand or medical center, or non profit or school or business or .. or .. or .. As the saying goes, you are limited by only your imagination and a little bit of chutzpah.” </li></ul>
    17. 18. Measurement Ingredients <ul><li>Page Impressions, Visits, Unique Visitors </li></ul><ul><li>Time Spent, Pages per visitor </li></ul><ul><li>Emails opened, click-throughs </li></ul><ul><li>Videos viewed, audio plays </li></ul>Engagement & Reach <ul><li>Number of Mentions, Posts, Comments </li></ul><ul><li>Recommendations </li></ul><ul><li>Mentions-per-user </li></ul><ul><li>Send This To A Friend </li></ul><ul><li>Inbound links </li></ul>Word of Mouth <ul><li>Offline media mentions </li></ul><ul><li>Online media mentions </li></ul>Earned Media <ul><li>Higher search results </li></ul><ul><li>Greater search results “share” </li></ul><ul><li>3 rd party results </li></ul><ul><li>Customer/stakeholder feedback </li></ul><ul><li>Product sampling </li></ul>Research Search Visibility
    18. 19. Maintaining Momentum <ul><li>Insight: your new community is not a &quot;one-off&quot; – continue to give them incentive to trust and participate </li></ul><ul><ul><ul><li>Ongoing collaboration with Flublogia </li></ul></ul></ul>
    19. 20. <ul><li>“ . . . the entire process is a credit to the HHS, Dr. Raub, and the Internet flu community that is being recognized more with each passing day as an important partner in the battle against a possible pandemic.” </li></ul>
    20. 21. Lessons Learned <ul><ul><li>You don’t always need to create your own online community to reach your audience. Meet them where they are. </li></ul></ul><ul><ul><li>You don't have to hit MySpace and Facebook to find your target audience. Social networks are trending as smaller, niche communities. </li></ul></ul><ul><ul><li>Working with bloggers and communities – especially those which are invested in your cause – is smart (not adversarial) </li></ul></ul>
    21. 22. How to use social media for WOM today <ul><li>Listen closely </li></ul><ul><li>Respect the power of the consumer (new influencer) </li></ul><ul><li>Offer different and deepening ways for people to engage </li></ul><ul><li>Make it easy to share </li></ul><ul><li>Build relationships not just campaigns </li></ul><ul><li>Measure performance now </li></ul>
    22. 23. LEARN MORE: www.forumone.com/wes Web Executive Seminars
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