This document provides a monthly benchmark recap for January 2020 of key performance indicators (KPIs) and engagement metrics across various social media channels including Facebook, Instagram, and Twitter. It analyzes metrics such as followers, engagements, reach, engagement rates, and video views for each channel. It also summarizes top performing organic and boosted posts by engagements and video views. Key insights include steady follower growth, higher engagement on Facebook from paid support, and testimonial videos and posts about diversity/inclusion consistently performing well. Opportunities to optimize include audience segmentation, aligning publishing schedules, and developing more storytelling content.

1. Social Media
Benchmark Recap
January 2020
All of Us, the All of Us logo, and “The Future of Health
Begins with You” are service marks of the U.S. Department of Health and Human Services.

2. Monthly Channel Key Performance Indicators (KPIs)
Facebook
❑ 75,427 Followers
(504 Net New Follows)
+0.7% MoM Gain
❑ 3,255
Engagements
+362.0% MoM Gain
❑ 453,956
Reach
+156.5% MoM Gain
❑ 0.72%*
Engagement Rate
+80.1% MoM Gain
❑ 184,219
3-Sec+ Video Views
+58.5% MoM Gain
Instagram
❑ 3,740 Followers
(479 Net New Follows)
+14.7% MoM Gain
❑ 660
Engagements
+21.1% MoM Gain
❑ 17,802
Reach
+5.6% MoM Gain
❑ 3.71%*
Engagement Rate
+14.7% MoM Gain
❑ 2,161
3-Sec Video Views
-8.0% MoM Decline
Twitter
❑ 8,561 Followers
(178 Net New Follows)
+2.1% MoM Gain
❑ 472
Engagements
-27.2% MoM Decline
❑ 767,057
Reach
-18.8% MoM Decline
❑ 0.063%*
Engagement Rate
-10.3% MoM Decline
❑ 3,279
3-Sec Video Views
-26.7% MoM Decline
Adopted Calculations Used:
Engagements = Likes (Favorites) + Comments (Replies) + Shares (RTs)
Comparative Engagement Rates: FB ER = Engagements / Reach . Twitter ER = Engagements / Reach . Instagram ER = Engagements / Reach
MoM Delta Change = month over month (current vs. previous month) comparison
KPI Progress Review
❑ Followers: Steady, consistent month over month
growth across all channels with a new Page Like
campaign effort underway on Facebook.
❑ Engagements: Moderate monthly fluctuations on
Instagram and Twitter with substantial gains on
Facebook with the help of boosted posts.
❑ Reach: Facebook paid support is successfully
disseminating content and message to new and
broader audiences. Instagram’s and Twitter’s
organic follower growth is exposing more content to
more people.
❑ Engagement Rates: Noteworthy upswing for
Facebook from paid support with modest
improvement gain for Instagram. All three channels
remain above comparative industry averages.
 Video Views: Facebook is responsible for majority
of video views as boosted posts gain the attention of
current followers and new, diverse audiences.
* Avg. Comparative Industry Benchmarks for Engagement Rates: Facebook (0.13%), Twitter (0.062%), Instagram (2.40%)
Benchmark Comparison Source: 2019 Rival IQ Social Media Benchmark Report. The nonprofit sector benchmark representations included 150 national organizations. A few examples: the American Lung Association, Habitat for Humanity, Make A Wish Foundation,
American Red Cross, and UNICEF.

4. Top Performing Posts x Organic Engagements
Monthly Engagement Performance Review
Monthly Benchmark
Engagement Numbers
35
Monthly Posts
2,702
Likes
90
Comments
463
Shares
3,255
Total Engagements
Likes + Comments + Shares
Key Takeaways:
• Two of the top 3 performing posts for organic engagements supported our monthly publishing direction recognizing Thyroid
Awareness Month and Martin Luther King Jr.’s national observance.
National observances such as MLK Service Day provide an opportunity for followers to take a brief moment of reflection and/or
personal acknowledgement in association with the All of Us program as the publisher of the post. Posts of this type further
reinforce the spirit of community.
• Two of the top 3 posts were photo/link posts which provided a link to educational health content. Performance represents
followers will consistently engage with medical information at moderate levels when followers find personal relevance or a post
creates personal curiosity. Posts of this type help build and reinforce an engaged community.
Why measure Engagements? Engagements tell us how well creative and content are resonating with followers and how effective we are in disseminating our content
and message across audiences, ultimately revealing how broad we are building program awareness and influence.
0.72% Engagement Rate
64 Engagements 45 Engagements 41 Engagements
90-Day (Oct. – Dec.) Baseline Monthly Averages: 586 Avg. Engagements - 0.69% Avg. Engagement Rate
Monthly organic photo and link posts (without paid support).

5. 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000
27-Jan
20-Jan
13-Jan
6-Jan
30-Dec
27-Jan 20-Jan 13-Jan 6-Jan 30-Dec
Boosted Views 7,668 26,731 70,217 77,934 0
Organic Views 773 236 0 0 660
Organic vs. Boosted Video View Engagement Comparison
Top Performing Video Posts x Organic Views
Video View Performance Trend Review
12 Monthly Video Posts: (5) Organic + (7) Boosted Key Takeaways:
 1,669 Organic Video Views +
 182,550 Boosted Video Views
• All top performing video posts aligned with
monthly or recurring content themes.
• Overall, total (organic + paid) views were
significantly up month over month with the
assistance of boosted paid support.
• Continuing trending patterns reveal
testimonial videos create greater video
views (both for organic and paid).
• Program observances for holidays and
national observances re-engage followers
and support a community.
• Short, GIF text overlay videos engage
audiences for short message delivery.
551 Video Views 335 Video Views 325 Video Views
90-Day (Oct. – Dec.) Baseline Video View Averages: 277 Avg. Organic Video Views per Post - 3,420 Avg. Organic Video Views per Month
184,219 Monthly Video Views
Top
Organic
Video
Posts

6. Top Performing Boosted Posts x Engagements
Paid Support Performance Trend Review
15 Monthly Boosted Posts
Video Post
127,042 Post Reach
679 Likes, Comments, Shares
Photo Post
13,291 Post Reach
502 Likes, Comments, Shares
Video GIF Post
8,599 Post Reach
390 Likes, Comments, Shares
90-Day (Oct. – Dec.) Baseline Boosted Post Averages: 190 Avg. (Likes, Comments, Shares) per Post
Key Takeaways:
 430,311 Total Post Reach
 (23,440 Organic + 406,871 Boosted)
• Collectively, boosted post performance
aligns to planned strategic and tactical
directions.
• Common message theme for the top
performing boosted posts: Altruism linked
to Program Benefits.
• Strategically, paid support is creating
consistent and greater campaign reach
among a larger, targeted and diverse
audience.
A Visual Sampling of Other Monthly Boosted Posts throughout January

8. Monthly Engagement Performance Review
Why measure Engagements? Engagements tell us how well creative and content are resonating with followers and how effective we are in disseminating our content
and message across audiences, ultimately revealing how broad we are building program awareness and influence.
100 Engagements
51 Engagements 40 Engagements
Top Performing Posts x Engagements
Monthly Benchmark
Engagement Numbers
22
Monthly Posts
656
Likes
4
Comments
660
Total Engagements
Likes + Comments
3.71% Engagement Rate
90-Day (Oct. – Dec.) Baseline Monthly Averages: 502 Avg. Engagements – 3.92% Avg. Engagement Rate
Key Takeaways:
• All top performing posts for engagements supported our monthly publishing direction recognizing Thyroid Awareness Month and
Martin Luther King Jr.’s national observance, as well as, posting news and stops for the Journey Bus tour.
Common across all channels, the MLK post provided an opportunity for followers to take a brief moment of reflection and/or
personal acknowledgement in association with the All of Us program as the publisher of the post. Posts of this type do reinforce a
community.
• The photo/link post recognizing Thyroid Awareness Month also supported the Instagram community by sharing educational content
relevant for specific followers. Posts which are not overtly promotional and provide content which educates, informs and entertains
audience segments are an expectation from community followers and is a fundamental reason people follow a brand and/or cause.

9. Video View Performance Trend Review
328
709
321
503
300
30-Dec
6-Jan
13-Jan
20-Jan
27-Jan
Monthly Video Views
351 Video Views 321 Video Views 301 Video Views
Week included (3) video posts impacting video views.
Top Performing Video Posts x Views
Key Takeaways:
• Overall, channel video views were up
20 percent over 90-day baseline averages.
• Top video aligned to monthly publishing
theme for posting Journey Tour news and
updates.
• Testimonial videos continue to be high
performing content and offer opportunities
to address a wealth of core messaging
topics.
• Testimonials are also able to create and
link program associations to a viewers’
own personal stories, values and belief
systems on an individual basis for greater
influence and impact.
90-Day (Oct. – Dec.) Baseline Video View Averages: 185 Avg. Video Views per Post – 1,913 Avg. Video Views per Month
2,161 Monthly Video Views
10 Monthly Video Posts
Week included 3-sec GIF video driving up video views.

11. Monthly Engagement Performance Review
Why measure Engagements? Engagements tell us how well creative and content are resonating with followers and how effective we are in disseminating our content
and message across audiences, ultimately revealing how broad we are building program awareness and influence.
Top Performing Posts x Engagements
52 Engagements 21 Engagements 21 Engagements
Monthly Benchmark
Engagement Numbers
39
Monthly Posts
321
Likes
9
Replies
142
Retweets
472
Total Engagements
Likes + Comments + Shares
0.063% Engagement Rate
90-Day (Oct. – Dec.) Baseline Monthly Averages: 564 Avg. Engagements - 0.021% Avg. Engagement Rate
Key Takeaways:
• In combination, data, research and diversity was the general theme creating the largest engagements, and which supported core
program key messaging.
• MLK observance tweet aligned to one monthly publishing theme for engaging the community.
• Newsletter link tweet exposed new audiences to the monthly newsletter and reacquainted former subscribers and followers with its
continuing value as a source of valued information and insights.
• Channel engagement rate for all posts significantly surpassed 90-day baseline channel averages even as overall monthly
engagements were in slight decline.

12. Video View Performance Trend Review
793 Video Views 578 Video Views 521 Video Views
Top Performing Video Posts x Views
Key Takeaways:
• Overall, video views were in a modest
decline over 90-day baseline averages by
21 percent.
• Journey Bus video tweet aligned to one
monthly publishing theme for sharing tour
information, stops and news.
• GIF videos aided in disseminating short
micro-burst messaging and have shown to
be ideal for the Twitter channel aligned to
Twitter user engagement habits.
• Testimonial videos continue to perform
well and offer opportunities to personalize
the program with followers.
• Strategically, diversity and altruism as
supporting messaging perform well and aid
in reinforcing program core values.
90-Day (Oct. – Dec.) Baseline Video View Averages: 328 Avg. Video Views per Post – 4,166 Avg. Video Views per Month
3,279 Monthly Video Views
10 Monthly Video Posts
992
1,082
166
718
321
30-Dec
6-Jan
13-Jan
20-Jan
27-Jan
Monthly Video Views
Week included (3) video posts and a 3-sec GIF video driving up video views.
Week included 3-sec GIF video driving up video views.
Week included 3-sec GIF video driving up video views.

13. INSIGHTS & LEARNINGS

14. Insights & Optimization Opportunities
Leveraging Performance Analysis for Strategic Planning & Execution
What’s Working…
Followers
• Audiences continue to grow organically across all channels leading to
greater discovery of our messaging and content.
• Paid support activated in January on Facebook is aiding in more rapid
channel follower acquisition growth.
Publishing
• Boosted support on Facebook is working on two levels:
1) Creating consistent campaign reach to expose new audiences and
new followers to our page, message and content., and
2) Creating more website traffic through posts designed to stimulate
interest in enrollment.
Content & Media Mix
• Balanced media mix continues to keep content fresh across all
channels with photos and videos producing the most engagements.
• Short-form narrative videos, especially testimonials, continue to be high
performing content which engages audiences.
• Altruism, program diversity, inclusion, are three primary messages
which are resonating with audiences and which are creating greater
engagements.
Opportunities Where We May Optimize…
Followers
• Opportunities exist for categorizing and building audience engagement type lists for both Facebook and Twitter which
can be leveraged to target future post content.
Publishing
• Opportunities exist for aligning publishing cadence and volume to optimal best brand practices: e.g., Facebook
stress quality over quantity posting 3x to 10x week; Twitter stress content relevance produced or curated and aim for
3x tweets per day; Instagram 1+ posts per day and continue to experiment with daily post volume until optimal
publishing cadence is defined.
• Opportunities also exist to align publishing schedules by channel to weekly best performing dayparts (days and
publishing times) for achieving optimal reach and engagements: [e.g. overall throughout January, our highest
engagements came on Tuesday and Wednesday at 2:00pm PDT (5:00pm EDT)].
• Opportunities remain for greater mutual cross sharing and re-purposing of post content across all AOU partner
branded social channels. Benefits are several: expanded message and content reach, and expanded volume of pre-
approved content for increased publishing considerations.
Content & Media Mix
• Opportunities exist for developing specific channel content aligned with each channel’s strategic purpose and use.
• Opportunities exist for more storytelling content to expand content marketing strategies (e.g., recurring serial themes,
testimonials, re-purposed topical and educational content, etc.)
• Opportunities exist for a strategic review of hashtag use within the brand discussion and on the outer edges for the
precision medicine topic to identify key hashtags which can be used with our own publishing to enhance post
discovery with new audiences, especially on Twitter.

15. Appendix

16. Boosted Post Monthly Status Update Scorecard
Paid Support Progress Performance Review
18,540 Total Boosted Engagements – 109,021 Boosted Thru-Play Video Views
Ct. Name of Post
Organic
Reach
Paid Reach Total Reach Budget Ad Dates Objective Campaign Content Type Target(s) CTA Link Clicks
Likes,
Comments,
Shares
Engage Rate
1 Like Page 207 8,392 8,599 $1,890.00 Jan 29 - Feb 15 Page Likes Page Likes Video (GIF) 18-65, Health Interests Like Our Page 208 Likes 390 4.54%
2 Dose of Health 60 10,563 10,623 $1,890.00 Jan 29 - Feb 15 Page Likes Page Likes Video (GIF) 18-65, Health Interests Like Our Page 211 Likes 341 3.21%
3 Journey (Texas) 1,204 8,994 10,198 $500.00 Jan 30 - Feb 04 Engagements AoU Journey Posts Photo 18-65, Houston, San Antonio Learn More 102 199 1.95%
4 Need to Participate 1,407 12,412 13,819 $750.00 Jan 29 - Feb 03 Engagements
High Performing
Content
Photo 18-65, Research, Health Interests Learn More 193 517 3.74%
5 Newsletter Subscribe 1,038 2,664 3,702 $250.00 Jan 29 - Feb 03 Engagements Spanish Posts Photo
18-65, Spanish Language, Health
Interests
Learn More 57 54 1.46%
6 High Blood Pressure 2,832 26,432 29,264 $750.00 Jan 29 - Feb 03 Video Views
High Performing
Content
Video
18-65, Health Interests,
Management of Hypertension,
Diabetes Health
Learn More 157 53 0.18%
7 We Can All Serve 1,598 12,396 13,994 $750.00 Jan 29 - Feb 03 Engagements
High Performing
Content
Photo
18-65, Health Interests,
Community Health, Medical
Research
Learn More 222 352 2.52%
8 Health Questions 1,054 3,303 4,357 $250.00 Jan 23 – Jan 28 Engagements Spanish Posts Photo
18-65, Spanish Language, Health
Interests
Learn More 78 48 1.10%
9 Anjail Testimonial Video 2,466 125,374 127,840 $750.00 Jan 23 – Jan 28 Video Views
High Performing
Content
Video 18-65, Research, Health Interests Learn More 1,385 700 0.55%
10 Differences 1,671 12,104 13,775 $750.00 Jan 23 – Jan 28 Engagements
High Performing
Content
Photo 18-65, Altruism, Health Interests Learn More 160 100 0.73%
11 Steps per Day 1,802 8,718 10,520 $250.00 Jan 23 – Jan 28 Link Clicks
High Performing
Content
Link Women, 55-65+, Health Interests Learn More 276 101 0.96%
12 Journey (2020) 4,935 133,887 138,822 $500.00 Jan 13 – Jan 18 Video Views AoU Journey Posts Video 18-65, Health Interests Learn More 94 16 0.01%
13 Create the Good (Ep.3) 771 12,412 13,183 $250.00 Jan 14 – Jan 19 Video Views Spanish Posts Video 18-65, Health Interests Learn More 64 6 0.05%
14 Lenny Video 638 17,228 17,866 $500.00 Jan 14 – Jan 19 Video Views
High Performing
Content
Video 18-65, Health Interests Learn More 26 14 0.08%
15 Age by Blood Test 1,757 11,992 13,749 $250.00 Jan 14 – Jan 19 Link Clicks
High Performing
Content
Link 18-65, Health Interests Learn More 233 62 0.45%
-- -- 23,440 406,871 430,311 $10,280 -- -- -- -- -- -- 3,047 2,953 0.69%