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Are Friends a Dime a Dozen? Establishing Social Media M&E<br />USAID Global Health Mini-University<br />Chris Rottler, For...
Agenda<br />New Media 101<br />Monitoring & Evaluation 101<br />Key Social Media Metrics<br />Case Studies (K4Health & IAV...
Key Communication Objectives for Using New Media<br />Create awareness of an issue, project, etc.<br />Launching a project...
Facilitate information sharing among audience networks<br />Expand reach to include more diverse audiences<br />Facilitate...
New Media 101<br />Note: Presence management framework derived from original work by Chris Brogan<br />
Online Presence Framework<br />Home Base: Priority 1 (50% of your time budget)<br />“Social” portion of your hosted presen...
Monitoring & Evaluation 101<br />
Monitoring & Evaluation 101<br />
Key Social Media Metrics<br />Step 1 (Strategy): Align your strategy with organization’s objectives<br />Step 2 (Metrics):...
Establishing a systematic process <br />to collect, analyze, and use social media metrics<br />Tara Sullivan, Knowledge Ma...
K4Health Mission<br />To increase the use and dissemination of evidence-based, accurate and up-to-date information to impr...
K4Health’s Target Audiences<br />
K4Health’s Communication Strategy<br />
K4Health’s Social Media Objectives<br />
Understanding Our Audience<br />Environment scan <br />Global online survey<br />Multi-country qualitative study<br /><ul>...
Key informant Interviews
Network stakeholder interviews
Focus group discussions
Net-mapping
Countries:
Malawi, Senegal & India
Ethiopia & Peru</li></ul>Women participate in a family planning discussion group in India. <br />© 1993 Paul Bankerd/CCP, ...
Social Media: An Integrated Approach<br />
K4Health Blog: Joining the Conversation<br />Global Health<br />Information & Communication Technology for Development<br ...
Social Media: An Integrated Approach<br />
Key Social Media Metrics<br />
Collecting the Data<br />
Google Analytics: Annotations<br />
Measurable Success<br />
Facebook Advertising Campaign<br />
Tools to Track Social Media<br />
Quality Over Quantity<br />M&E lessons from the International AIDS Vaccine Initiative’s new media efforts <br />Vince Blas...
What is the International AIDS Vaccine Initiative (IAVI)?<br /><ul><li> IAVI is a global, non-profit, public-private partn...
 We work with partners around the world, with HQ in New York and field offices in Africa, Europe and India
 The bulk IAVI’s funding is spent on R&D for vaccine candidates. We also conduct policy analyses, advocate for the field a...
 Reinforce IAVI as a “go-to” organization and partner on AIDS vaccine development
 Raise appropriate awareness of IAVI’s activities and innovations</li></li></ul><li>IAVI’s New Media Audit – What We Hoped...
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Are Friends a Dime a Dozen? Establishing Social Media M&E

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Are Friends a Dime a Dozen? Establishing Social Media M&E

  1. 1. Are Friends a Dime a Dozen? Establishing Social Media M&E<br />USAID Global Health Mini-University<br />Chris Rottler, Forum One Communications<br />Tara Sullivan, JHUCCP (K4Health Project)<br />Vince Blaser, IAVI<br />September 30, 2011<br />
  2. 2. Agenda<br />New Media 101<br />Monitoring & Evaluation 101<br />Key Social Media Metrics<br />Case Studies (K4Health & IAVI)<br />Discussion<br />
  3. 3. Key Communication Objectives for Using New Media<br />Create awareness of an issue, project, etc.<br />Launching a project or major resource<br />Establish a need among the right audience<br />Comparing projects/services<br />Develop or change opinion<br />Influence the influencers<br />Drive action and traffic among the right audience<br />Establish credibility and trust<br />
  4. 4. Facilitate information sharing among audience networks<br />Expand reach to include more diverse audiences<br />Facilitate interactive communication, connection, and public engagement <br />Increase the timely dissemination and potential impact of health and safety information<br />Promote an organization’s work and results<br />Develop strategic communication partnerships<br />Raise awareness and advocate for global health issues<br />Key (Global Health) Communication Objectives for Using New Media<br />
  5. 5. New Media 101<br />Note: Presence management framework derived from original work by Chris Brogan<br />
  6. 6. Online Presence Framework<br />Home Base: Priority 1 (50% of your time budget)<br />“Social” portion of your hosted presence<br />Outposts: Priority 2 (40% of your time budget)<br />Key social sites that you actively participate in<br />Passports: Priority 3 (10% of your time budget)<br />Profiles on lower priority social sites<br />Mostly to listen, occasionally participate<br />Note: Presence management framework derived from original work by Chris Brogan<br />
  7. 7. Monitoring & Evaluation 101<br />
  8. 8. Monitoring & Evaluation 101<br />
  9. 9. Key Social Media Metrics<br />Step 1 (Strategy): Align your strategy with organization’s objectives<br />Step 2 (Metrics): Determine how you will measure success<br />Step 3 (Organization): Evaluate your organization’s readiness to measure social media<br />Step 4(Technology): Choose tools in light of strategy, metrics, and organizaiton (Etlinger, 2011) <br />
  10. 10. Establishing a systematic process <br />to collect, analyze, and use social media metrics<br />Tara Sullivan, Knowledge Management Director<br />Rebecca Shore, Communications Specialist<br />Kate Stence, Communications Manager<br />Saori Ohkubo, M&E Advisor<br />
  11. 11. K4Health Mission<br />To increase the use and dissemination of evidence-based, accurate and up-to-date information to improve health service delivery and health outcomes worldwide.<br />Make quality health information easy-to-find and easy-to-use<br />
  12. 12. K4Health’s Target Audiences<br />
  13. 13. K4Health’s Communication Strategy<br />
  14. 14. K4Health’s Social Media Objectives<br />
  15. 15. Understanding Our Audience<br />Environment scan <br />Global online survey<br />Multi-country qualitative study<br /><ul><li>Methods:
  16. 16. Key informant Interviews
  17. 17. Network stakeholder interviews
  18. 18. Focus group discussions
  19. 19. Net-mapping
  20. 20. Countries:
  21. 21. Malawi, Senegal & India
  22. 22. Ethiopia & Peru</li></ul>Women participate in a family planning discussion group in India. <br />© 1993 Paul Bankerd/CCP, Courtesy of Photoshare.<br /> <br />
  23. 23. Social Media: An Integrated Approach<br />
  24. 24. K4Health Blog: Joining the Conversation<br />Global Health<br />Information & Communication Technology for Development<br />Knowledge Management for Health<br />Family Planning, Reproductive Health, HIV/AIDS<br />
  25. 25. Social Media: An Integrated Approach<br />
  26. 26.
  27. 27. Key Social Media Metrics<br />
  28. 28. Collecting the Data<br />
  29. 29. Google Analytics: Annotations<br />
  30. 30. Measurable Success<br />
  31. 31. Facebook Advertising Campaign<br />
  32. 32. Tools to Track Social Media<br />
  33. 33. Quality Over Quantity<br />M&E lessons from the International AIDS Vaccine Initiative’s new media efforts <br />Vince Blaser<br />New Media Specialist<br />Washington, DC 11th Annual Global Health Mini-University <br />9/30/11<br />
  34. 34. What is the International AIDS Vaccine Initiative (IAVI)?<br /><ul><li> IAVI is a global, non-profit, public-private partnership with a mission to ensure the development of safe, effective, accessible, preventive HIV vaccines for use worldwide
  35. 35. We work with partners around the world, with HQ in New York and field offices in Africa, Europe and India
  36. 36. The bulk IAVI’s funding is spent on R&D for vaccine candidates. We also conduct policy analyses, advocate for the field and engage communities in the trial process and AIDS vaccine education</li></li></ul><li>IAVI’s Communication Objectives<br />Main Objective: Inform relevant audiences that an AIDS vaccine is possible and vital, and that IAVI’s programs in particular are valuable <br />Secondary Objectives:<br /><ul><li> Maintain and increase support for AIDS vaccine development
  37. 37. Reinforce IAVI as a “go-to” organization and partner on AIDS vaccine development
  38. 38. Raise appropriate awareness of IAVI’s activities and innovations</li></li></ul><li>IAVI’s New Media Audit – What We Hoped to Learn<br /><ul><li> What are the major conversations?
  39. 39. Average of 400-500 posts on FB and Twitter daily related to our issues, 1,000+ daily during the 2010 International AIDS Conference
  40. 40. Key stakeholders were reading global health, AIDS, development and political blogs in addition to traditional news sources
  41. 41. What is our audience looking for?
  42. 42. Lessons for engagement</li></li></ul><li>Findings – What Are the Major Conversations?<br />News, news and more news<br />@SciDevNet: India, South Africa to team up on HIV vaccine research http://bit.ly/d6sPEx<br />Support for HIV vaccine R&D<br />@OnlyInterject: Computational Biology @ work! via @AIDSvaccine Determining shape of viral protein could spur #HIVvaccinedev http://bit.ly/bmSgZK#AIDSvax10<br />The conspiracies, the misinformed and the sarcastic<br />@marshallbock: @naporeon Vaccines cause autism! And AIDS! AIDSTISM!<br />@JoziStylista: RT @BeigeTheColour: One would imagine that a small dose of HIV blood is one of the ingredients in the AIDS vaccine...<br />
  43. 43. Findings – What is Our Audience Looking For?<br /><ul><li> They’re looking for news
  44. 44. They’re looking for inspiration
  45. 45. They’re looking to collaborate
  46. 46. They’re willing to help spread the word</li></li></ul><li>Creating and Evaluating IAVI’s New Media Strategy<br />Opportunities<br /><ul><li>To reflect changes in media landscape by placing IAVI spokespeople and partners in key blogs for stakeholders
  47. 47. To post the latest on AIDS vaccines and IAVI in social media outlets that are most used by stakeholders and best fit IAVI’s communications objectives
  48. 48. To keep a pulse on latest discussions about our field from our major stakeholders as well as general audiences</li></ul>Challenges<br /><ul><li>To maintain the organization’s expertise and credibility in the new media space
  49. 49. To avoid wasting limited staff time on relatively ineffective new media outlets and conversations not productive toward our mission
  50. 50. To focus evaluation of new media strategy on key stakeholder engagement</li></li></ul><li>Where We Focus (and Where We Don’t) – Blogs<br />Blog placement<br /><ul><li>Scientific blogs (Science Insider, Science Speaks: HIV & TB News)
  51. 51. AIDS, global health policy blogs (ONE Campaign Blog, Global Health Magazine Blog)
  52. 52. Policy/politics blogs (Huffington Post, MFAN blog, The Hill Congress Blog)
  53. 53. Major media blogs (CNN, Guardian Global Health Policy Blog)
  54. 54. Development and donor blogs (USAID Impact Blog, Scidev.net)
  55. 55. NOTour own blog</li></li></ul><li>Where We Focus (and Where We Don’t) – Social Media Outlets<br />Twitter (@AIDSvaccine)<br /><ul><li>High emphasis, most staff time and most posts</li></ul>Facebook (facebook.com/AIDSvaccine)<br /><ul><li> Second highest emphasis and staff time – most posts and multimedia content related directly to IAVI</li></ul>YouTube (IAVIvideos)<br /><ul><li>Time varies by project and goal of videos</li></ul>LinkedIN<br /><ul><li> Discussion board and group maintained for purposes of recruiting and informing field of major breakthroughs</li></ul>Other outlets<br /><ul><li>Little time spent on MySpace, Flickr. Wait-and-see on new outlets like Google+ </li></li></ul><li>What We Post About<br />IAVI news, announcements and reports<br /> Developing an #HIV#AIDS#vaccine isn't just science. Check out our brief on IAVI's vaccine preparedness approach http://bit.ly/c5xv7Q<br />AIDS vaccine, global health/development news, trends<br /> Great new resource on CAPRISA #HIV#microbicide trial results & what's next from AVAC (@HIVpxresearch). Check it out! http://bit.ly/aIuepe<br />Inspiring quotations and key messages<br /> New U.S. #MDG plan: "We will pursue breakthroughs in public health across the developing world," incl#HIV#vaccineshttp://bit.ly/bh5TCh<br />Major events<br />#AIDS2010, what do you know future #HIV prevention choices? Earn your prize at the Global Village Women’s Networking Zone Tue 20th 5:15pm!<br />Responses, messages to other posters<br /> @Ballona: #HIV antibodies discovery is step fwd in developing an effective #AIDS vaccine, but much work remains.<br />
  56. 56. How We Evaluate<br />Quantitative Methods<br /><ul><li> Website traffic numbers, followers, YouTube views, bit.ly clickthroughs, etc.
  57. 57. Volume of discussion on our topic areas that utilizes our information and outreach</li></ul>Qualitative methods<br /><ul><li>Feedback from key stakeholders
  58. 58. Engagement from key partners
  59. 59. Participation in major social media discussions on AIDS vaccine R&D</li></li></ul><li>Imagine a world<br />withoutAIDS<br />
  60. 60.
  61. 61. Discussion<br />Contact Information:<br />Chris Rottler, Forum One Communications<br />crottler@forumone.com<br />Tara Sullivan, Knowledge for Health<br />tsulliva@jhuccp.org<br />Vince Blaser, IAVI<br />vblaser@iavi.org<br />

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