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NIC Pre-teen Prez Final
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NIC Pre-teen Prez Final

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NIC Pre-teen Prez Final NIC Pre-teen Prez Final Presentation Transcript

  • The Power of the Mommy Blogger In Disseminating Pre-Teen Health Information Online
    byAmelia Burke, MAAED Center for Health Communication
    CDC National Immunization Conference
    March 28-31, 2011
    Presented: March 31, 2011
  • 1 word-of-mouth conversation has the impact of 200 tv ads*
    2
    *bzzagent
  • today’s goal
    3
  • demonstrate the power of mommy bloggers to disseminate pre-teen vaccine information
    4
  • 5
  • 6
  • with the advent of web 2.0
    7
  • 8
  • 9
  • so why mommy bloggers?
    10
  • 11
    Parenting and pregnancy websites are the top source moms and expectant moms use to learn about products and services.
    eMarketer
  • 12
    3.9 million women with children write blogs in the US. By 2014, that number will jump to 4.4 million.  
    eMarketer
  • 13
    90% of moms are online vs. just 76% of women in general and 66% of moms believe word of mouth is credible.
    eMarketer
  • 14
    55% of active (daily) social media moms said they made their purchase because of a recommendation from a personal review blog.
    Technorati
  • 15
    Of the 3.9 million mom bloggers, only 13% of them primarily write about parenting and 9% about family updates. That means mom bloggers are vastly more likely to write about topics other than being a mom.
    Technorati
  • CDC’s pre-teen vaccination campaign
    16
  • the idea
    17
  • 18
    increase awareness amongst moms/parents of the CDC’s latest pre-teen vaccination recommendations
  • what did we do?
    19
  • S.O.C.I.A.L.tm planning framework
    Through Publisher Communication
    Campaign Visibility & Consumer Activation
    • Reach
    • Insights
    • Actions
    Direct-to-Consumer (DTC) Communication
    Digital Media Planning Process
    Sustained Paid Media
    Paid Digital to Support Key Brand Events
  • the plan
    Through Publisher Communication
    Direct-to-Consumer (DTC) Communication
    Digital Media Planning Process
    Sustained Paid Media
    Paid Digital to Support Key Brand Events
  • twittermoms: what was done
    What is Twittermoms?
    Network of 25,000 online-savvy moms who blog and tweet
    In order to engage the Twittermoms community in an authentic way, the following were done:
    Identified and vetted moms with whom the vaccination messages would resonate & who are interested in pre-teen vaccination/health
    Invited these moms to blog & tweet on the topic
    Developed and used custom rich media “social” widget to maximize reach and impact
    Posted widget on quality mom sites to reach the targeted audience
    Pulled CDC campaign content from moms’ blogs into branded widgets installed across moms’ blogs
    Measured everything, i.e. blog and Twitter impressions
    “Reach one Twittermom and connect
    with 5,000
    moms who trust her.”
  • publisher outreach: what was done
    What is Publisher Outreach?
    The act of reaching out to publishers and other writers online to introduce the campaign, provide campaign resources, and engage them to post about the campaign on their online platform.
    Developed and vetted list of online publishers to reach out to that would be interested in this information
    Developed messaging to reach this list
    Proactive outreach to generate placements of campaign content – at no cost
    Monitored placements on an ongoing basis
  • the results
    24
  • S.O.C.I.A.L.tm evaluation framework
    Actions taken by audience and by brand
    Insights through consumer engagement with content
    Reach through Content Syndication
    achieved through:
    • impressions
    • CPM
    • CTR
    • views
    • length of time online
    • site traffic
    • assets placed
    • buzz monitoring
    achieved through:
    • one-to-one messaging
    • polls
    • surveys
    • value of a fan
    • influence
    • comments
    • crowd sourcing
    achieved through:
    • requests for information
    • questions answered
    • face-to-face integrations
    • materials shipped
    • new opportunities
  • Reach through Content Syndication
    Insights through consumer engagement with content
    Actions taken by audience and by brand
    4,259,349 Impressions delivered
    Communication of pre-teen immunization recommendations achieved
    Campaign generated positive buzz
    25 publishers participated
    Vetting process proved successful in achieving positive buzz and ensuring no negative backlash
    eCPM: $3.52
    Top mom network participated in campaign garnering heightened exposure for the campaign
    28,216% increase in natural search results on Google search engine for brand using “pre-teen vaccination” search phrase
    Identified community for future retargeting
    Having client buy-in was crucial to the success of this campaign and allowed for responses to happen in a timely manner
    Publisher outreach works for immunization campaigns
    Impressions continue to deliver
    26
  • key take aways
    Moms are influential – networked!
    Moms are an efficient means for information dissemination
    Posts continue to deliver – long after a campaign is over
    27
  • thank you!amelia burkeaburke@aed.org@socialibriumm
    28