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Immunization Hesitancy - A Brief Overview of Challenges and Opportunities Online

A presentation I delivered as part of a panel at the 2016 Canadian Immunization Conference

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Immunization Hesitancy - A Brief Overview of Challenges and Opportunities Online

  1. 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. 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.
  3. 3. >50% (3.7 billion) of the global population has internet access
  4. 4. >40% (2.9 billion) of the global population owns a smartphone
  5. 5. >38% (2.8 billion) of the global population is active on some form of social media
  6. 6. >25% (1.8 billion) of the global population is on Facebook
  7. 7. CANADA?
  8. 8. 93% (33 million) of Canadians are online
  9. 9. 76% (27 million) of Canadians own a smartphone
  10. 10. >70% (25 million) of Canadians are using some form of social media regularly
  11. 11. >62% (22 million) of Canadians are on Facebook
  12. 12. MATTER?
  13. 13. Approximately 1/4 of internet users regularly create content and share it
  14. 14. Your dynamic web presence Your static web property
  15. 15. 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
  16. 16. 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
  17. 17. • • • • General Anti-Vaccination Twitter Discussion 21
  18. 18. • Anti-Vaccination 2-Step Facebook Page-Like Network 22
  19. 19. Mom-Influencer Facebook Community Example 23
  20. 20. 24 PHAC Facebook Page Government Facebook Page Echo Chamber Example
  21. 21. Simplified Digital/Social Media Engagement Strategy Model
  22. 22. Free Tool #1 – SocioViz.net
  23. 23. Free Tool #2 – MentionMapp.com
  24. 24. Free Tool #3 – Netlytic.org

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