1. Immunization Hesitancy – A Brief Overview of Challenges and Opportunities Online
CIC2016 – Canadian Immunization Conference |December 6-8, 2016 | Shaw Centre | Ottawa, Ontario, Canada
Presented By: Mike Kujawski, Managing Partner & Senior Consultant, Centre of Excellence for Public Sector Marketing (CEPSM.ca)

2. 2
1. Key digital trends and statistics
2. Visualization of discussion surrounding vaccine hesitancy online
3. A few general tips
4. Free monitoring tools that can help you filter through the noise
Agenda.

4. >50% (3.7 billion)
of the global population has internet access

5. >40% (2.9 billion)
of the global population owns a smartphone

6. >38% (2.8 billion)
of the global population is active on some form of social media

7. >25% (1.8 billion)
of the global population is on Facebook

8. CANADA?

9. 93% (33 million)
of Canadians are online

10. 76% (27 million)
of Canadians own a smartphone

11. >70% (25 million)
of Canadians are using some form of social media regularly

12. >62% (22 million)
of Canadians are on Facebook

13. MATTER?

14. Approximately 1/4
of internet users regularly create content and share it

15. Your dynamic web presence
Your static web property

18. WHAT’S
HAPPENING ON
FACEBOOK?
• Recent page layout re-design to focus on mobile
• Soon to overtake YouTube for amount of video watched each day
• Live video streaming is heavily favoured by its algorithm
• 360 video, photo and VR support
• Publishers can no longer include external links at the end of a video
• Latest update favours posts shared by friends over page posts
• Post visibility shifting from “friends only” to public
• Messaging and private conversation shifting to messenger
• Growth of malicious fake news disguised as real
• Content sharing farms and bots
• Polarization of discussion and growing of echo chambers

19. WHAT’S
HAPPENING ON
TWITTER?
• Twitter still steers the narrative of discourse on other social channels
• Partnership with Google drastically increases exposure of Twitter
• 1 billion unique visits monthly to sites with embedded Tweets
• Algorithm prioritization of live streaming video (via Periscope)
• Videos shared natively as opposed to 3rd party are given preference
• Usernames and links no longer count toward 140 character limit
• Emoji based targeting is now possible
• Direct messages have no character limit, don’t require a follow back,
have read receipts and allow for rich media

21. •
•
•
•
General Anti-Vaccination Twitter Discussion
21

22. •
Anti-Vaccination 2-Step Facebook Page-Like Network
22

23. Mom-Influencer Facebook Community Example
23

24. 24
PHAC Facebook Page
Government Facebook Page Echo Chamber Example

27. Simplified Digital/Social Media Engagement Strategy Model

32. Free Tool #1 – SocioViz.net

33. Free Tool #2 – MentionMapp.com

34. Free Tool #3 – Netlytic.org