Developing Social Media Strategies to Promote Public Health Campaigns and Public Health InstitutesPresentation Transcript
Presenters: Sherry LeCocq, Communications Coordinator Jason Melancon, Director of Media & Communications Developing Social Media Strategies to Promote Public Health Campaigns and Public Health Institutes
This presentation will teach you:
How to create a social media/content strategy for public health campaigns
How to create a social media/content strategy to promote the work of institutes
How to develop and launch a paid advertising campaign within facebook
What is Social Media?
Online platform for communicating with your key publics
Turns traditionally one-way communication into interactive dialogue
Offers reach, accessibility, usability and immediacy
Low cost solutions
Ex:Facebook, Twitter, Blogs, Mobile Texting
Facebookvs Twitter Facebook Social portal for interacting with friends and family in relatively closed environment More allowable characters than Twitter Offers ads Twitter Open portal: anyone can follow anyone else 140 character limit Very interactive Instantaneous responses Topical discussions are pooled in one stream with hashtags
Building a Social Media Strategy
Define your goals: What do you hope to achieve with social media?
Define your audience(s): Who do you want to reach/engage?
Identify your resources: staff time and funding if applicable
Identify which technologies are appropriate
Identify what success looks like
Choose appropriate topics and content
Do you want to promote your organization and its work or do you have a health policy related cause?
Manage expectations related to public and key influencer interests
Tailor messages for Facebook and Twitter
How will you deal with negative comments?
Get Started on Facebook or Twitter Facebook Sign up Establish a Page Post relevant content Include engaging action words (like, comment, submit, watch, post, visit, share, tell us, click, etc) Twitter Sign up Find and “follow” key people and organizations Post relevant content (140 characters) Take tweeting to the next level by retweeting and commenting
Promotion Strategy Facebook Like other organizations on FB Share your new professional page on your personal page Directly suggest your page to personal networks Run Facebook ads Twitter Find and “follow” key individuals Pay it forward by retweeting Include Twitter handles in retweets to give due credit Use hashtags for specific topics (ex: #publichealth)
LPHI’s Social Media Mix: Translating personal health to public health
www.StayHealthyLa.org Health Blog: an already existing health information brand established after Katrina
Bi monthly e-letter
Facebook (SHLA and LPHI)
Mobile Texting via Twitter
Let’s Be Totally Clear (Facebook and Twitter)
Stay Healthy La’s Messaging Strategy
Provide current and relevant information that will help individuals improve their own personal health or prompt advocacy.
Provide current and relevant information that will help key leaders improve community health through healthy policies.
Occasionally mix in items that are more for intrinsic news/entertainment value.
Occasionally mix in items that showcase the work of LPHI.
Who do we follow on Twitter?
Media (@NOLAnews, @PRNewswire, @2theadvocate, @USATodayhealth, @WSJhealth)
Government (@CedricRichmond, @BruceonHealth, @HHSGov)
Funders (@RWJF_PubHealth, @WK_Kellogg_Fdn)
Partners (@ACSNews, @QuitWithUsLa)
Public Health Orgs and Assocs. (@SOPHEtweets, @PublicHealth)
Successfully Using FB to Promote Your Org. and Message
Stay Healthy La’s Social Media Plan
Social Media Planning Tool
Tips for using social media
We invite you to follow LPHI and Stay Healthy La
Get the eletter at www.LPHI.org
Follow www.StayHealthyLa.org Blog
Like Stay Healthy La on Facebook
Follow @StayHealthyLa on Twitter
Get mobile text messages from @StayHealthyLa via Twitter
Creating Facebook Ad Campaigns Presented by: Jason Melancon
Creating Facebook Ad Campaigns Payment options
Credit card or PayPal
Set a daily or lifetime budget
Adjust your budget at any time
Choose to pay only when people click on your ad (CPC, cost per click or CPM cost per thousand)
Reach Your Audience
Choose your audience by location, age, interest and other identifiers.
FYI – you can change out ad creative and body copy to try an alternative ad if your ad is not performing well.
Budget <>$1 per click x 4 = total budget
If you want on ongoing communication with people, opt for a Page versus an Event
Utilize all real estate that allows descriptions of your organization
Be properly descriptive of your organization, but use terse, simple language.
Link your FB page to your website and vice versa
Designate admins to run the campaign/page
Build relationships and maintain semi-daily contact with your fans
LPHI’s Successes with Facebook Ads
HIV Vaccine Awareness Campaign with “Event” Page (11 day run)
Ad impressions = >5,000,000
Prior to the ad launch 337 attended
172 attendees resulted from the ad alone
1070 people clicked on the ad, <1/5 converted to attending
HIV411’s page jumped from 433 “likes” to 546 = (+113)