Attracting and Retaining Teens on a Health-Focused Online Social Network: What Works?

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Nedra Kline Weinreich
Weinreich Communications

Presented at the National Conference on Health Communication, Marketing and Media
Atlanta, GA
August 9, 2011

http://www.social-marketing.com
weinreich@social-marketing.com
@Nedra

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Attracting and Retaining Teens on a Health-Focused Online Social Network: What Works?

  1. 1. Attracting and Retaining Teens on a Health-Focused Online Social Network:<br />What Works?<br />Nedra Kline Weinreich, MS<br />Weinreich Communications<br />National Conference on Health Communication, Marketing and Media 2011<br />
  2. 2. Project partners<br />NIH/NICHD Grant #5R01HD059756-02<br />
  3. 3. Our target audience<br />Adolescents 13–17 years old, living in California<br />Insurance coverage under Medi-Cal or Healthy Families Program managed by Health Net<br />
  4. 4. <ul><li>Barriers
  5. 5. Individual
  6. 6. Environmental
  7. 7. Appointments
  8. 8. Ability to overcome</li></ul>-Knowledge, attitudes, self-efficacy<br />-Confidentiality<br />-Self-care practices<br />-Perceptions of wellness<br />-Cues to action<br />-Ability to access information<br />-Different media<br />-Confidence in analyzing<br />-Trust and comfort level<br />-Ability to request a different doctor<br />Navigation of system<br />Rights & responsibility<br />Preventive care<br />Information seeking<br />Provider-patient relationship<br />Health Literacy<br />4<br />
  9. 9. Research design<br />Survey + Healthcare Utilization Data<br />
  10. 10. Recruitment to intervention<br />Total teen <br />participation on site<br />N=692<br />Invited<br />intervention <br />participants<br />N=691<br />Active<br />intervention <br />accounts<br />N=165<br />Non-intervention <br />accounts<br />N= 527<br />24% enrollment rate<br />
  11. 11. 7<br />
  12. 12. 8<br />
  13. 13. Social activities<br /><ul><li>Profiles
  14. 14. Status Updates
  15. 15. Photos
  16. 16. Videos
  17. 17. Blogs
  18. 18. Games (single + multiplayer)
  19. 19. Trivia
  20. 20. Shared Goals
  21. 21. Instant Messaging
  22. 22. Chat (rooms + events)
  23. 23. Opinion Prompts
  24. 24. Polls
  25. 25. Internal Messages
  26. 26. eCards
  27. 27. Friends
  28. 28. Contests/Missions
  29. 29. Articles
  30. 30. Facebook Integration
  31. 31. Content Rating/Sharing</li></li></ul><li>Teen2xtreme health themes<br /><ul><li> Appearance
  32. 32. Sex / STDs / Pregnancy
  33. 33. Stress / Depression
  34. 34. Infectious Disease
  35. 35. Obesity / Weight
  36. 36. Fitness / Sports
  37. 37. Violence / Gangs
  38. 38. Relationships / Family
  39. 39. Driving
  40. 40. Safety / Injury
  41. 41. Drugs /Alcohol /Smoking</li></li></ul><li>Teen2xtreme domains<br />1) Annual Well Care Visit<br />2) Patient-Doctor Relationship<br />3) Navigate Healthcare System<br />4) Benefits, Rights & Responsibilities<br />5) Healthcare-Seeking Information<br />
  42. 42. Conceptual framework<br />Social <br />Activity<br />Theme <br />Activity<br />Domain <br />Activity<br />
  43. 43. Enrollment onto the website<br />Outreach:<br />Tailored email<br />Email + SMS <br /> SMS <br /> Facebook messages <br />Follow-up: <br /> Christmas cards<br /> Participant created Valentines cards<br />
  44. 44. Success rates per enrollment strategy* <br />Email 2.7% <br />SMS 3.1% <br />Cards**6.3%<br />Holiday Card – 8.8%<br />Valentine Card – 3.8%<br />Average Touches for Registration Visit = 4.8<br />* Total Unique Registration Visits = 268<br />** Only 1 Touch<br />
  45. 45. Member demographics<br />(Study participants only)<br />
  46. 46. User site activity by points<br />% of members<br />Points (100 pts ~ 1 hour)<br />[Points are designed to be a summative measure of site activity <br />(time online, activities performed, engagement, etc.)]<br />
  47. 47.
  48. 48. Site activity for T2Xpression Awards<br />The 3 most popular days coincided with T2Xpression Awards<br />
  49. 49. Music incentive SMS<br />Free music-you pick! Join Teen2xtreme-UCLA/Health Net's teen-only network-and get free music while supplies last. Your custom link: http://teen2xtreme.com/1823<br />
  50. 50. Free music incentive – SMS campaign<br />Sent 1277 free music incentive SMS messages prompting invited members to register<br />31 incentives redeemed (2.4%)<br />Incentive = $5 Amazon music certificate<br />Challenges<br />Rising above the din of other “free” offers<br />Hard to communicate that it is for any song<br />
  51. 51. Whooping cough campaign<br />Teen Health Alert: Must have whooping cough shot (Tdap) to go back to school. It's a new law! Text INFO for help from http://t2x.me or DONE if you got the shot.<br />
  52. 52. Recent class experience: Expert Chat<br />Topic: Mononucleosis (infectious disease)<br />Length of planned student activities: 2 hrs<br />Activities include: <br />Highlighted video (CLUB Episode 2), Poll of the Day, What do you Think, Test Your Knowledge Game, Expert Chat<br />New accounts created: 106<br />Users who visited site after class activities were finished: 11 (10.4%)<br />
  53. 53. CLUB Homepage<br />
  54. 54. Ask Allison Blog<br />
  55. 55. CLUB Episode 1 Experience – Interaction between CLUB Members and General Teen Members<br />
  56. 56. Research project timeline delayed by IRB issues with innovative programs<br />Recruitment and retention requires multiple touchpoints<br />Engaging youth on the site requires constant attention and new content/activities<br />Competing with many other websites and constraints on their time<br />Not a self-selected group<br />Challenges<br />
  57. 57. Playing coy about the purpose of the site<br />Waiting for organic growth to magically occur<br />Lumping together older and younger teens<br />Links to/from Facebook accounts<br />Random incentives – “Free music!”<br />Ignoring the short-term users in favor of the regulars<br />What Has NOT Worked<br />
  58. 58. What HAS Worked<br />Keep it teens-only – safe, no adults<br />Volume: 90%-10%-1% rule<br />Create micro-experiences/events<br />e.g., T2Xpression art contest, themed class curricula, health expert chats, ongoing transmedia story<br />Bring real-world groups online<br />Provide pathways through the content<br />Text messaging – recruitment, Tdap campaign<br />
  59. 59. Teen2xtreme team<br />Sharon Nessim, HN P.I.<br />Elaine Robinson-Frank <br />Diana Carr<br />Maya Gumatay<br />Kelly KonoVinia Pangan<br />Carol Spencer <br />Hoa Su<br />Nancy Wongvipat Kalev<br />Deborah Glik, P.I.<br />Michael Prelip, P.I.<br />AbdelmonemAfifi<br />Philip Massey<br />Elaine Quiter<br />Gabriel Stover<br />Brian Calimlim<br />Michael Fiore<br />ElissaVaidman<br />Nedra Kline Weinreich<br />
  60. 60. Contact<br />Nedra Kline Weinreich<br />Weinreich Communications<br />weinreich@social-marketing.com<br />www.social-marketing.com<br />310.286.2721<br />Twitter @Nedra<br />

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