Social QBR Benchmark

Social Media
Q3 2018 Benchmark Review
Jul thru Sep 2018
Precision Medicine Initiative, PMI, 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.

CHANNELS AT A GLANCE
The
Future
Of Health
Begins
With You

3
JoinAllofUs.org at a Glance
Quarterly Aggregate Trend Review
Q3 2018 Review
Jul 01 thru Sep 30 2018
Post per Day Eng. Rate / Post Posts with Hashtags Top Hour of Day
0.89
+1.1%
8.37%
-38.6%
92.7%
+0.2%
8am PDT
12pm PDT
0.66
+1.5%
3.73%
-4.1%
100%
+0.0%
9am PDT
8am PDT
1.11
-30.6%
2.10%
+380%
98.0%
+2.2%
8am PDT
12pm PDT
JAOU Adopted Engagement Rate Calculations Used:
Facebook ER = Total Engagements (likes + comments + shares + video views) / Total Post Reach (number of times a post was loaded in a facebook feed)
Twitter ER = Total Engagements (likes + replies + RTs + video views) / Total Impressions (number of times a tweet was loaded in a twitter feed)
Instagram ER = Total Engagements (likes + comments + video views) / Total Followers (follower count on when post was published) (reach + impression analytics unavailable)
Footnote: there are different AND common industry variations for how to calculate engagement rate; goal is to be consistent in OUR measurement to compare OUR time periods for insightful performance analysis.

Total Social Posts
Q3 2018 Review

Avg. Engagements / Post
Q3 2018 Review

Avg. Reach / Post
Q3 2018 Review

7
Top Landscape Posts at a Glance
Top Posts x Total Engagements
Q3 2018 Review

8
Engagement x Day & Time (PDT) at a Glance
Best Times to Publish x Engagement Rate
Q3 2018 Review
Engagement Rate Calculation Used (industry standard deviation):
ER = Total Engagements (likes + comments + shares) / Total Followers

9
Q3 2018 Review

10
Q3 2018 Review

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Q3 2018 Review

12
Q3 2018 Review

CHANNELS BENCHMARKS
Q3 2018 Review

Q3 Objectives:
awareness, audience growth, message reach, content engagements
Facebook
❑ 22,208 Followers
(14,525 New Followers)
+189.1% Change (Lift)
❑ 18,269
Post Engagements
-67.8% Change (Decline)
 8.37%
Avg. Post Engage Rate
Instagram
❑ 1,148 Followers
(330 New Followers)
❑ 7,333
Post Engagements
 3.73%
Twitter
❑ 5,469 Followers
(667 New Followers)
 11,789
Post Engagements
 2.10%
Observations
❑ Facebook’s QoQ engagement numbers
decline reflect expanded engagements
surrounding the launch activity in May.
❑ Month over month since launch,
Facebook’s overall engagements are
consistent and are expected to grow
commensurate with future Fan growth.
❑ Instagram continues to demonstrate solid
engagements. Objective now must be to
grow follower base.
❑ Twitter remains a consistent and valuable
news and link dissemination channel. The
challenge is to find more general population
followers who are on the social channel.
JAOU Adopted Calculations Used:
Post Engagements = Likes + Comments + Shares + Video Views
Lift = Qtr. over Qtr. percentage change
Post Engagement Rate = Total Post Engagements / Total Post (FB Reach or Twitter Impressions or Instagram Followers based on Channel)
Quarterly objectives have been realized with trendlines moving in the right direction. More of the same should be the focus over the next quarter.
Q3 2018 Review

15
Facebook New Followers
New Follower Growth Trend Review
Jul 1, 2018 - Sep 30, 2018
14,525 Quarterly New Followers
Jan 1, 2018 – Sep 30, 2018 view
22,208 Total Facebook Followers
(New Followers x Quarter)
+189.1% Change (QoQ Lift)
New follower counts got a lift within Q3 2018 as the Paid
Likes Campaign was activated in September. Goal remains
the same: continue to grow follower base to build a
community representative of a diverse general population
with an emphasis on UBR for increased message awareness
and content exposure.
Lift = Quarter over Quarter New Follower percentage change
Q3 2018 Review

The QoQ change is misleading as the impact is directly a
result of heightened Launch Day time period engagements.
Month over month engagements remain consistent with the
expectation of steady growth ahead as the Facebook Likes
Campaign gains additional momentum as a strategic
direction to increase the Fan base and overall engagements.
16
Facebook Post Engagements
Engagement Performance Trend Review
Jul 1, 2018 - Sep 30, 2018
18,269 Quarterly Engagements
-67.8% Change (QoQ Decline)
Post Engagements = Likes + Comments + Shares + Video Views
Cover Photo Change
Most Engaging Post by # of Engaged Users
83 Published Posts
Jan 1, 2018 - Sep 30, 2018 view
77,816 YTD Facebook Engagements
Q3 2018 Review

17
Facebook Top 3 Performing Posts x Eng. Rate
Top Post Engagement Performance x Eng. Rate Review
Quarterly
Engagement Numbers
83
Quarterly Posts
3,521
Post Likes
191
Post Comments
1,234
Post Shares
13,323
Video Views
18,269
Total Engagements
(Likes + Comments + Shares + Video Views)
Top Posts by Engagement Rates were all Eric Dishman videos validating video use (and the Dish video
series in general) is resonating with our current Facebook follower base. Performance metrics are below.
Why measure Reach + Engagement Rate? Engagement rates tell us how well creative and content are resonating with followers. Reach tells us how effective we are
in disseminating our content and message across audiences, ultimately revealing how broad we are building program awareness and influence.
46.9% Eng. Rate 46.0% Eng. Rate 40.6% Eng. Rate
Top Post Rank Likes Love Comments Shares Video Views Reach
Post #1: Video 51 6 1 6 572 1,347
Post #2: Video 36 1 0 19 752 1,751
Post #3: Video 20 1 0 8 488 1,269
Q3 2018 Review

18
Facebook Top 3 Performing Posts x Post Reach
Top Post Reach Performance x Reach Review
Top Posts by Post Reach leveraged a mix of program news and education content to drive reach and
engagements. Performance metrics are below.
10,230 Post Reach 9,393 Post Reach 8,640 Post Reach
Top Post Rank Likes Love Comments Shares Video Views Reach
Post #1: GIF 82 7 9 47 71 10,230
Post #2: GIF 172 7 12 71 2,202 9,393
Post #3: Link 47 3 3 18 192 (clicks) 8,640
Quarterly Organic
Post Reach Numbers
83
Quarterly Published Posts
170,519
Organic Newsfeed Post Reach
105,501
Viral Post Reach
(Friends of Followers)
0
Boosted Post Reach
(Paid)
170,519
Total Quarterly Post Reach
Q3 2018 Review

19
Instagram New Followers
Jan 1, 2018 – Sep 30, 2018 view
1,148 Total Instagram Followers
❑ Instagram remains a vital social channel for
engagements to support the social strategy.
❑ Objective moving forward is to attract new followers to
the profile for greater message reach and influence.
Jul 1, 2018 - Sep 30, 2018
330 Quarterly New Followers
Q3 2018 Review

Engagement continues to grow quarter over quarter.
Videos are being well received on the channel in addition
to emotive, micro-moment visuals which anchor the
content publishing direction.
Goal moving forward is to grow followers where
engagements will increase commensurate to follower
base.
20
Instagram Post Engagements
Jul 1, 2018 - Sep 30, 2018
13,306 YTD Instagram Engagements
Post Engagements = Likes + Comments + Video Views
Jan 1, 2018 - Sep 30, 2018 view
Q3 2018 Review

21
Instagram Top 3 Performing Posts x Eng. Rate
Total Quarterly
Engagement Numbers
71
Quarterly Published Posts
2,740
Post Likes
83
Post Comments
4,510
Post Video Views
7,333
Total Post Engagements
(Likes + Comments + Video Views)
Why measure Engagement Rate + Total Engagements? Engagement rates tell us how well creative and content are resonating with followers. Total Engagements tells us how many people we are interacting
with our content and message across audiences, ultimately revealing how broad we are building program awareness and influence.
81 likes
83 likes 80 likes
Top Posts by Engagement Rates were of three different visual composition types representing followers
are receptive to the content and the creative direction being applied. Performance metrics are below.
Top Post Rank Likes Comments Video Views Reach
Post #1: Photo 82 1 0 n/a
Post #2: Photo 81 1 0 n/a
Post #3: Pull Quote 80 1 0 n/a
Q3 2018 Review

22
Instagram Top 3 Performing Video Posts x Eng. Rate
Total Quarterly
Engagement Numbers
27
Quarterly Published Video Posts
992
Video Post Likes
30
Video Post Comments
4,510
Video Post Views
5,559
Total Video Post Engagements
(Likes + Comments + Video Views)
Why measure Engagement Rate + Total Engagements? Engagement rates tell us how well creative and content are resonating with followers. Total Engagements tells us how many people we are interacting
with our content and message across audiences, ultimately revealing how broad we are building program awareness and influence.
Top Video Posts by Engagement Rate were all program updates highlighting milestones and events.
Videos, although not the highest engaging posts to date on Instagram, do well for sharing program
information and updates in short video narratives. Performance metrics are shown below.
Top Post Rank Likes Comments Video Views Reach Eng. Rate
Post #1: Video (Aug 24) 55 1 211 n/a 4.84%
Post #2: Video (Sep 25) 53 2 261 n/a 4.75%
Post #3: Video (Sep 03) 52 2 229 n/a 4.67%
Q3 2018 Review
55 likes 53 likes 52 likes

Twitter growth remains steady and consistent as a news
and update information dissemination channel. Our
continuing objective remains to be grow followers with
more active participation in digital events to introduce our
profile and message to new audiences.
23
Twitter New Followers
Jul 1, 2018 - Sep 30, 2018
667 Quarterly New Followers
Jan 1, 2018 - Sep 30, 2018 view
5,469 Total Twitter Followers
Q3 2018 Review

24
Twitter Post Engagements
Jul 1, 2018 - Sep 30, 2018
Jan 1, 2018 – Sep 30, 2018 view
17,717 YTD Twitter Engagements
+148% Change (QoQ Lift)
Post Engagements = Likes + Replies + Retweets + Video Views
Q3 2018 Review
The largest catalyst for change quarter over quarter is
video use. Videos are clearly engaging Twitter
audiences for news and update information.
The goal now is to continue to grow the Twitter follower
base representative of UBR populations for maximum
channel influence.

25
Twitter Top 3 Performing Posts x Eng. Rate
Total Quarterly
Engagement Numbers
108
Quarterly Published Tweets
452
Post Tweet Likes
22
Post Tweet Replies
1,245
Post Tweet Retweets
5,414
Post Video Views
11,789
Total Post Engagements
(Likes + Replies + Retweets + Video Views)
Top Posts by Engagement Rates were video style posts sharing program milestones and information.
Based on our engagement rate calculation, videos will typically have the highest engagement rates on Twitter
as a result of video views. Performance metrics are below.
Top Post Rank Likes Replies Shares (RTs) Video Views Reach
Post #1: GIF 64 1 55 2,761 21,823
Post #2: Video 13 0 13 315 3,487
Post #3: Video 17 0 13 342 3,960
Q3 2018 Review

26
Twitter Top 3 Performing Posts x Post Impressions
Top Post Engagement Performance x Reach Review
Total Quarterly
Impression Numbers
108
Quarterly Published Tweets
201,760
Post Impressions x Tweet
3,735,991
Post Impressions x Re-Tweet
0
Promoted Post Tweet Impressions
(Paid)
4,307,769
Post Total Tweet Impressions
40,192 Post Reach 22,718 Post Reach 17,323 Post Reach
Top Posts by Post Impressions were a mix of media types. Of note, the #2 ranked post was pinned to the
profile resulting in added reach and exposure numbers. Performance metrics are shown below.
Top Post Rank Likes Replies Shares (RTs) Video Views Reach
Post #1: Text / Link 32 0 30 0 40,192
Post #2: GIF Photo 88 2 53 0 22,728
Post #3: Photo 28 0 19 0 17,323
Q3 2018 Review

CAMPAIGN BENCHMARKS
Q3 2018 Review

28
National Ad Campaign Reach & Impact
Media Campaign Engagement Performance Review
Campaign Performance
Numbers
4,317,733
Ad Reach
11,018,005
Ad Impressions
67,677
Ad Click Engagements
42
Facebook New Page Likes
400
Program Conversions Created
(Accounts Created + Consent Completions)
The National Media
Ad Campaign (which
runs in the social
channel newsfeeds as
AoURP Sponsored
Posts) continues to
have influence by
delivering greater
levels of Reach,
Impressions,
Engagements and
Page Profile Likes.
(Jul 01 thru Sep 30 2018)
Q3 2018 Review

The National Media Campaign has been gradually
shifting media buys moving away from Social and leaning
more towards Programmatic. This gradual shift is based
applying optimization for lower cost per acquisitions.
As a result, QoQ we have seen reduced performance for
conversions for our social media placements.
29
Media Campaign Engagement Performance Review
-60.9% Change (QoQ Decline)
Post Engagements = Likes + Replies + Retweets + Video Views
National Ad Campaign Reach & Impact
Jul 01, 2018 – Sep 01, 2018 view
Media Campaign Clicks (Click-thru to JAOU.org)
68,033 Total Campaign Clicks
230 Accounts Created
(Jul 01 thru Sep 30 2018)
Q3 2018 Review

30
Hispanic Heritage Month Campaign Reach & Impact
Social Channel Campaign Engagement Performance Review
Campaign Performance
Numbers
78
Social Posts
124,047
Campaign Reach
6,861
Engagements
5,416
Video Views
4.76%
Avg. Post Eng. Rate
87
JAOU Click-Thru Site Visits
(Sep 15 thru Oct 15 2018)
Boosted Post Likes Comments Shares Clicks Reach Eng. Rate
Facebook +
Instagram
Oct 03 2018
1,210 22 55 165 7,182 18.6%
Q3 2018 Review

31
Facebook Live Engagement Performance Review
FB Live Performance
Numbers
442
3-Sec Video Views
355
People Reached
398
Unique Viewers
42
Post Engagement
Women, 25-34
Top Audience
California
Top Location
(Facebook Live Event: Oct 05 2018)
On Oct 05, 2018, the AOU Research Facebook Page
held a Facebook Live Q&A Event hosted by the
National Alliance for Hispanic Health.
In advance of the event, a post was boosted on Oct 03
to alert the Hispanic community, with an additional
reminder post posted on Oct 05 prior to the event.
Q3 2018 Review

32
Twitter Chat Campaign Engagement Performance Review
Twitter Chat Performance
Numbers
631
Total Tweets
432
Retweets
260
Tweets with Media
533
Tweets with AOU Mentions
156
Active Twitter Users
7,106,267
Twitter Chat Impressions
(Twitter Chat Event: Oct 16 2018)
#SaludTues Tweetchat
Diversity in Health Research
Latinos and Clinical Trials
Host:
@SaludAmerica
Co-Hosts:
@AllofUsResearch
@ericdishman
@theNCICancerTrials
@WeAreUnidosUS
Q3 2018 Review

33
Twitter Chat Campaign Engagement Performance Review
All of Us Research Brand Inclusion
With (4) four co-hosts, The
All of Us Research
Brand Inclusion in the
overall twitter chat
discussion was significant.
The AOU Research
program earned more than
5.3 million in extended daily
twitter reach via 271 brand
mentions through its
participation.
Our branded hashtags were
the most used within the
discussion only behind the
master host hashtag.
Q3 2018 Review

34
Eric Dishman Twitter Chat Influence & Engagement Performance Review
Q3 2018 Review
Twitter Chat Performance
Numbers
13
Total Tweets
43
Retweets
190
Engagements
152
Media Views
1.52%
Engagement Rate
16,824
Twitter Chat Impressions
Impressions Engagements Eng. Rate
Top Performing Tweets

PROGRAM IMPACT
Q3 2018 Review

36
Website Traffic Attribution
Social Media Website Traffic + Conversion Attribution Review
Jul 01, 2018 - Sep 30, 2018
Social Media Website Traffic Attribution
Jul 1, 2018 – Sep 30, 2018 view
Social Media Website Traffic Click-Thru Trendline
Social media accounted for 25.9 percent of all website
traffic in the quarter from Jul 01 thru Sep 30 2018 for a total
of 65,931 site visitors. Total website traffic for the period
equaled 254,379 visitors.
25.9% of Monthly Site Traffic
74
14 12
Jul-18 Aug-18 Sep-18
Accounts Created via Social Media Click-Thru Attribution
65,931 Social Media Referral Click-Thru Site Visits
65,931 Social Media Referral Click-Thru Site Visits Since Launch
Q3 2018 Review

37
Hashtag Use & Influence
Hashtag Preference and Common Use
Jul 01, 2018 - Sep 30, 2018
Which Hashtags are being most used within the Join All of Us online discussion?
 #joinallofus hashtag use continues to be impacted by
our own branded use
 #precision medicine continues to be used more often
within the overall online JAOU discussion.
 #participaenallofus; our Spanish hashtag is being used
much more frequently as the Hispanic community
awareness and engagement grows
Q3 2018 Review

LOOK-ALIKE BENCHMARKS
Q3 2018 Review

39
Look-Alike & Aspirational Organizations
Cross Comparison Benchmark Review
Jul 01, 2018 - Sep 30, 2018
How does AOU Research Social Media performance compare against look-alike and/or aspirational brands?
Organizations in Benchmark Review
 Comparable Brands
 Project Baseline - Project Baseline is the quest to collect
comprehensive health data and use it as a map and compass,
pointing the way to disease prevention.
 NIH National Cancer Institute - NCI is the lead federal agency
for cancer research. Connect with us here, call us at 1-800-4-
CANCER, or visit us at www.cancer.gov.
 Cancer Research - The Cancer Research Institute is dedicated to
advancing a new class of cancer treatments that enhance the
immune system's natural ability to protect us against cancer and
infectious diseases. Visit http://www.cancerresearch.org for more
information.
 Aspirational or Look-Alike Brands
 23andMe (look-alike) - 23andMe helps you explore your DNA.
Have questions or need help? Find us at: https://23and.me/help
 New Sincerity (aspirational) – The New American Storytelling.
Q3 2018 Review

40
Jul 01, 2018 - Sep 30, 2018
Q3 2018 Review
Cross-Channel Engagement Total
The total number of posts across all tracked social channels.
Cross-Channel Posts
The total number of engagement actions across all tracked social channels.

41
Jul 01, 2018 - Sep 30, 2018
Q3 2018 Review
Cross-Channel Applause
The total interactions on your posts published during the selected time
period, per follower, expressed as a percentage.
Cross-Channel Engagement Rate / Post
The applause engagement across all tracked social channels including Twitter
Likes, Facebook Reactions, and Instagram Likes.
Note: the engagement rate used in this view is a standard industry adopted variation for how to
calculate engagement rate. For comparison purposes against look-alike brands, the calculation is:
Eng. Rate = Total engagements / Total followers

42
Jul 01, 2018 - Sep 30, 2018
Q3 2018 Review
Cross-Channel Amplification
The conversation engagement across tracked social channels including post
comments on Facebook, and Instagram. Note that this does not include
Twitter Replies.
Cross-Channel Conversation
The amplification engagement across tracked social channels including
Retweets and Facebook Post Shares.

RECOMMENDATIONS
Q3 2018 Review

44
Where We Want to Be + How We Get There
Guiding Directions & Next Steps
Recap Review
As we continue to execute across social media, our objectives remain the same as our
monthly objectives. However, there are three primary core directions we should pursue.
1. We must continue to grow our Follower base to maximize our use of our social channels. Our
objective should be to grow our followers at a much more rapid pace than the first 6 months since launch.
Our activation of a Facebook Likes Campaign is a good step in the right direction.
Now, we must apply the same emphasis on Instagram and Twitter. Of note: as we grow our followers it
becomes paramount that we target and attract audiences aligned to our Program goals and objectives.
Therefore, it is not simply about size of the follower base, but the underlying demographics and the
representation of UBR populations that matter most.
2. Engagements and Engagement Rates are valid KPIs for our social media efforts. But alone they do not
validate whether our social media efforts are effectively influencing program advancements.
Added metrics we need to monitor include: unique engaged users, engaged user demographic
characteristics, the AOU online discussion volume, and click thru and conversion rates. These
added metrics go deeper into how well our messages and content is being received. As a result, it will
further help us more strategically align our efforts, while planning and optimizing our campaigns for
maximum results.
3. We need to do more of the same at greater levels. We need to expand our post publishing to more
posts per day and on the weekends, and as aligned to when followers are active online. Furthermore, we
should be in a constant mode of overlapping campaigns targeting different UBR population groups in
perpetual motion. Both of these directions will ensure we are continuously expanding our reach and
influence to larger audiences.
Q3 2018 Review

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