Listening To & Engaging Your Audience February 2008 Stephanie Marshall, U.S. Department of Health and Human Services Qui Diaz, Ogilvy Public Relations Worldwide

Listening To & Engaging Your Audience

February 2008

Stephanie Marshall, U.S. Department of Health and Human Services

Qui Diaz, Ogilvy Public Relations Worldwide

Web Executive Seminars Social Sites for Social Good February 26, 2008 National Press Club Washington, DC Learn more: www.forumone.com/wes

Campaign Goal Engage national and local leaders in the challenge to help Americans prepare for a pandemic flu. +

Engage national and local leaders in the challenge to help Americans prepare for a pandemic flu.

Defining Your Audience Insight: People want to hear important messages from those they trust, not the government Target audience = national leaders 1-day Leadership Forum + 5-week blog

Insight: People want to hear important messages from those they trust, not the government

Target audience = national leaders

1-day Leadership Forum + 5-week blog

Research is Imperative Insight: although the issue of pandemic flu has dropped from the headlines, it is still being discussed at high levels by passionate citizens online

Insight: although the issue of pandemic flu has dropped from the headlines, it is still being discussed at high levels by passionate citizens online

Assessing the Landscape Social media “Conversation Map” revealed online pan flu community Flubies & Flublogia

Social media “Conversation Map” revealed online pan flu community

Flubies & Flublogia

Daily Kos 12th most popular blog in the world 404 posts about pandemic flu since March 2005 9 posts on pandemic preparedness since the beginning of 2007; 10 – 420 comments per post Most posts about pandemic preparedness are by Greg Dworkin , a.k.a. “DemFromCT.” Greg is also the editor of FluWiki.com www.dailykos.com

12th most popular blog in the world

404 posts about pandemic flu since March 2005

9 posts on pandemic preparedness since the beginning of 2007; 10 – 420 comments per post

Most posts about pandemic preparedness are by Greg Dworkin , a.k.a. “DemFromCT.” Greg is also the editor of FluWiki.com

Flu Wiki One of the most influential resources on pandemic flu, with referrals from most pan flu resources and mainstream media. Main editor is Greg Dworkin Home to the Flu Wiki Forum www.fluwikie.com

One of the most influential resources on pandemic flu, with referrals from most pan flu resources and mainstream media.

Main editor is Greg Dworkin

Home to the Flu Wiki Forum

FluTrackers.com Preparedness comprises 15% of discussion threads and 9% of posts. 30 forums | 12,447 threads | 65,961 posts www.flutrackers.com

Preparedness comprises 15% of discussion threads and 9% of posts.

30 forums | 12,447 threads | 65,961 posts

Videos The Pandemic Detective A PSA by the Alameda County Public Health Department “ Cover your mouth, wash your hands, stay informed.” Views: 353 Bird Flu A music video by M.I.A. (Sri Lanka/London artist) Views: 155,839 Preparing for Pandemic Flu: A Family Checklist Video By Edna, 41 Views: 1,463 How to Prepare for an Influenza Pandemic By the Spokane Regional Health District Views: 5,198

The Pandemic Detective

A PSA by the Alameda County Public Health Department

“ Cover your mouth, wash your hands, stay informed.”

Views: 353

Bird Flu

A music video by M.I.A. (Sri Lanka/London artist)

Views: 155,839

Preparing for Pandemic Flu: A Family Checklist Video

By Edna, 41

Views: 1,463

How to Prepare for an Influenza Pandemic

By the Spokane Regional Health District

Views: 5,198

More Multimedia Google Earth Map Mashup of Avian Flu Country Situations Uses Google Earth to track the spread of Avian Influenza. Pandemic: The Game “ Evolve, Infect, Kill! Pandemic is a game where you get to evolve you own biological virus and wipe out mankind!”

Google Earth Map Mashup of Avian Flu Country Situations Uses Google Earth to track the spread of Avian Influenza.

Pandemic: The Game

“ Evolve, Infect, Kill! Pandemic is a game where you get to evolve you own biological virus and wipe out mankind!”

Criteria for Assessing INFLUENCE Blogs Number of inbound links Frequency/timeliness of posts Number and content of comments Affiliation of author Search engine visibility Traffic RSS feed subscriptions Multimedia (Videos/Photos) Number of views and downloads Number and content of comments Ratings/peer assessment Relevant groups Number of subscribers Number of inbound links Message Boards Breadth of boards Quantity and timeliness of activity Search engine visibility Affiliation Membership numbers Traffic Social Networks Membership numbers Types of community features present (e.g., profiles, blogs, video, message boards) Activity level on features Affiliation Search engine visibility

Blogs

Number of inbound links

Frequency/timeliness of posts

Number and content of comments

Affiliation of author

Search engine visibility

Traffic

RSS feed subscriptions

Multimedia (Videos/Photos)

Number of views and downloads

Number and content of comments

Ratings/peer assessment

Relevant groups

Number of subscribers

Number of inbound links

Message Boards

Breadth of boards

Quantity and timeliness of activity

Search engine visibility

Affiliation

Membership numbers

Traffic

Social Networks

Membership numbers

Types of community features present (e.g., profiles, blogs, video, message boards)

Activity level on features

Affiliation

Search engine visibility

13 Contributing Bloggers

Inviting Advocates into the Conversation Insight: give your advocates full/partial ownership – they have more access than you

Insight: give your advocates full/partial ownership – they have more access than you

Lessons Learned Blogging has an impact . . . when it’s informed by research . . . and leverages WOM Pandemic Flu Leadership Blog | RESULTS Site visits = 39,162 Unique visitors = 19,765 (6 continents, 113 countries, 50 states) Page views = 132,619 Inbound links = 344 links (from 110 blogs) RSS subscriptions = 811

Blogging has an impact . . . when it’s informed by research . . . and leverages WOM

Pandemic Flu Leadership Blog | RESULTS

Site visits = 39,162

Unique visitors = 19,765 (6 continents, 113 countries, 50 states)

Page views = 132,619

Inbound links = 344 links (from 110 blogs)

RSS subscriptions = 811

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. 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.”

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.

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.”

Measurement Ingredients Page Impressions, Visits, Unique Visitors Time Spent, Pages per visitor Emails opened, click-throughs Videos viewed, audio plays Engagement & Reach Number of Mentions, Posts, Comments Recommendations Mentions-per-user Send This To A Friend Inbound links Word of Mouth Offline media mentions Online media mentions Earned Media Higher search results Greater search results “share” 3 rd party results Customer/stakeholder feedback Product sampling Research Search Visibility

Page Impressions, Visits, Unique Visitors

Time Spent, Pages per visitor

Emails opened, click-throughs

Videos viewed, audio plays

Number of Mentions, Posts, Comments

Recommendations

Mentions-per-user

Send This To A Friend

Inbound links

Offline media mentions

Online media mentions

Higher search results

Greater search results “share”

3 rd party results

Customer/stakeholder feedback

Product sampling

Maintaining Momentum Insight: your new community is not a "one-off" – continue to give them incentive to trust and participate Ongoing collaboration with Flublogia

Insight: your new community is not a "one-off" – continue to give them incentive to trust and participate

Ongoing collaboration with Flublogia

“ . . . 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.”

“ . . . 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.”

Lessons Learned You don’t always need to create your own online community to reach your audience. Meet them where they are. You don't have to hit MySpace and Facebook to find your target audience. Social networks are trending as smaller, niche communities. Working with bloggers and communities – especially those which are invested in your cause – is smart (not adversarial)

You don’t always need to create your own online community to reach your audience. Meet them where they are.

You don't have to hit MySpace and Facebook to find your target audience. Social networks are trending as smaller, niche communities.

Working with bloggers and communities – especially those which are invested in your cause – is smart (not adversarial)

How to use social media for WOM today Listen closely Respect the power of the consumer (new influencer) Offer different and deepening ways for people to engage Make it easy to share Build relationships not just campaigns Measure performance now

Listen closely

Respect the power of the consumer (new influencer)

Offer different and deepening ways for people to engage

Make it easy to share

Build relationships not just campaigns

Measure performance now

LEARN MORE: www.forumone.com/wes Web Executive Seminars