Youcha, Vicki


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  • YouTube 28% of internet traffic on any given day will visit YouTube 2 Billion views per day on YouTube Facebook Average users spends 30 min/day Visits 40 times per month 23 minutes per visit 30 billion pieces of content shared per day 770 billion page views per month
  • Youcha, Vicki

    1. 2. Traumatic Brain Injury and Social Media: Translating Scientific Research and Clinical Practices for the End User
    2. 3. <ul><li>Brian King </li></ul><ul><li>Senior Multimedia Producer, BrainLine </li></ul><ul><li>Victoria Youcha, EdD </li></ul><ul><li>Director, BrainLine </li></ul>Presenters
    3. 4. Bridging Two Worlds <ul><li>Research/Academia </li></ul><ul><li>WETA-TV-FM </li></ul><ul><ul><li>Public television: respected for authoritative, well vetted information </li></ul></ul><ul><ul><li>Unbiased coverage accessible to lay audiences </li></ul></ul>
    4. 5. Multiple Audiences <ul><li>Latest treatments and approaches cross lines </li></ul><ul><ul><li>Concussion – sports, in-theater </li></ul></ul><ul><ul><li>Moderate/severe/penetrating – trauma settings </li></ul></ul>
    5. 6. BrainLine Survey Results: Fall 2010 and Spring 2011 <ul><li>2 surveys </li></ul><ul><li>Total of 566 online surveys completed </li></ul><ul><li>74% and 80% completion rates </li></ul>
    6. 7. What Brain Injury Topics Would You Like to Know More About? <ul><li>Memory </li></ul><ul><li>Depression </li></ul><ul><li>Family relationships </li></ul>
    7. 8. Preferred Format for Information <ul><li>Text articles </li></ul><ul><li>Videos </li></ul>
    8. 9. Types of Videos <ul><li>Explanation of different treatments for brain injuries </li></ul><ul><li>Interviews with people who have had a brain injury </li></ul><ul><li>Interviews with experts about new research </li></ul>
    9. 10. Where Do You Get Most of Your Information About TBI ? <ul><li>Websites (20%) </li></ul><ul><li>Health care professional – 16% </li></ul><ul><li>Books – 15% </li></ul><ul><li>Conferences – 11% </li></ul>
    10. 11. Top Reasons for Visiting <ul><li>Keep informed of news and research </li></ul><ul><li>Learn more about traumatic brain injury </li></ul><ul><li>Find resources </li></ul>
    11. 12. Who Completed the Survey? <ul><li>People with a brain injury – 35% </li></ul><ul><li>Professional - 25% </li></ul><ul><li>Family/friend – 24% </li></ul>
    12. 13. More Demographics <ul><li>25% Military/Military-related loved-one </li></ul><ul><li>74% Female </li></ul><ul><li>64% between 40 – 59 </li></ul><ul><li>60% at least a four-year degree </li></ul><ul><li>45% family income less than $50,000/year </li></ul>
    13. 14. Know Your Consumer <ul><li>T/F: More than 450,000 people search for the term “concussion” each month. </li></ul><ul><li>T/F: One of Google’s top search results for the term “concussion” is an advertising firm. </li></ul><ul><li>T/F: Men are more likely than women to have more than one social networking account. </li></ul><ul><li>T/F: The number of Facebook users is almost the same for 13 -17 year olds as for 55 - 64 year olds. </li></ul><ul><li>T/F: More than 28 million people over age 45 are active on Facebook. </li></ul>
    14. 15. Getting Started <ul><li>Who is your end user? </li></ul><ul><li>Where is he and what does he want to know? </li></ul>
    15. 16. Brain Injury and Social Media <ul><li>October 2009 Survey with 50 respondents who had a brain injury </li></ul><ul><ul><li>88% used social networking daily </li></ul></ul><ul><ul><li>71% spent more than three hours a week using a social networking site </li></ul></ul><ul><ul><li>60% rated social networking as either “very important” or “essential” </li></ul></ul>
    16. 17. Facebook and Brain Injury <ul><li>Respondents claimed an average of 165 online friends </li></ul><ul><li>30 of the 50 respondents wrote comments: </li></ul><ul><ul><li>“ Prior to joining Facebook, I was almost completely socially isolated. This experience has not only helped me socially, but I have gained new skills, diminished depression, gained in confidence and self-assurance, and have begun limited work again.” </li></ul></ul>
    17. 18. Thinking Like the Consumer <ul><li>What are the most popular searches for the content you want to distribute? </li></ul><ul><li>Search Term Monthly Searches </li></ul><ul><li>Brain Injury 301,000 </li></ul><ul><li>Brain Injuries 301,000 </li></ul><ul><li>Head Injury 165,000 </li></ul><ul><li>Head Injuries 201,000 </li></ul><ul><li>Closed Head Injury 8,100 </li></ul><ul><li>Traumatic Brain Injury 90,500 </li></ul><ul><li>Concussion 450,000 </li></ul><ul><li>Via Google AdWords Keyword Tool </li></ul>
    18. 19. 5 Things You Can Do to Reach a Wider Audience <ul><li>Partner with popular websites </li></ul><ul><li>Make information available in multiple formats </li></ul><ul><li>Summarize findings in lay language </li></ul><ul><ul><ul><li>Graphics of key findings </li></ul></ul></ul><ul><ul><ul><li>Elevator speech </li></ul></ul></ul><ul><li>Take advantage of the coolness factor </li></ul><ul><ul><ul><li>Video with cool brain scans </li></ul></ul></ul><ul><li>Use social media </li></ul><ul><ul><ul><li>Partner with existing social media groups </li></ul></ul></ul><ul><ul><ul><li>Post on relevant FB pages – brain injury, caregiver, and other consumer groups on FB, </li></ul></ul></ul><ul><ul><ul><li>Use LinkedIn and YouTube </li></ul></ul></ul>
    19. 20. Online Audience <ul><li>Facebook – 700 million users (150 million in the US) </li></ul><ul><li>Twitter – 175 million “registered users” 56 million users “active” </li></ul><ul><li>LinkedIn – 100 million users </li></ul><ul><li>YouTube – 2 billion videos viewed/day </li></ul><ul><li>UStream – Free live streaming </li></ul>
    20. 21. Online Users Are Impatient
    21. 22. Tools for Finding Online Audience <ul><li>Google Ad Planner </li></ul><ul><li> </li></ul><ul><li>Quantcast </li></ul><ul><li> </li></ul>
    22. 23. Translating Science for the Lay Audience <ul><li>Which is worse? </li></ul><ul><ul><li>Getting hit over the head with an empty beer bottle </li></ul></ul><ul><ul><li>Getting hit over the head with a full beer bottle </li></ul></ul>
    23. 24. MythBusters Clip
    24. 25. Examples of Existing Efforts <ul><li>Model Systems Knowledge Translation Center </li></ul><ul><ul><li>Evidence-based practices translated into lay-language </li></ul></ul><ul><ul><li>Share content </li></ul></ul><ul><li>Center for Brain Injury Research and Treatment </li></ul><ul><ul><li>Partnership with BrainLine </li></ul></ul><ul><ul><li>Post material on multiple websites </li></ul></ul><ul><ul><li>Share content </li></ul></ul>
    25. 26. YouTube Channel
    26. 27. Facebook Discussion
    27. 28. Brain Basics
    28. 29. Expert Videos
    29. 30. Slideshows
    30. 31. Tracking Results <ul><li>Google Analytics </li></ul><ul><li>Omniture </li></ul><ul><li>Hootsuite </li></ul><ul><li>Link Shorteners (, </li></ul><ul><li>Facebook </li></ul><ul><li>YouTube </li></ul>
    31. 32. Google Adwords Grants <ul><li>Up to $10,000 in monthly ads for non-profits with Google AdWords Grants: </li></ul>Paid Paid Non-Paid
    32. 33. Examples of Popular Websites <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    33. 34. Contact Us <ul><li>Brian King </li></ul><ul><li>[email_address] </li></ul><ul><li>Vicky Youcha </li></ul><ul><li>[email_address] </li></ul>