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Presenters: <br />Sherry LeCocq, Communications Coordinator<br />Jason Melancon, Director of Media & Communications<br />D...
This presentation will teach you:<br /><ul><li>How to create a social media/content strategy for public health campaigns
How to create a social media/content strategy to promote the work of institutes
How to develop and launch a paid advertising campaign within facebook</li></li></ul><li>What is Social Media?<br /><ul><li...
Turns traditionally one-way communication into interactive dialogue
Offers reach, accessibility, usability and immediacy
Low cost solutions
Ex:Facebook, Twitter, Blogs, Mobile Texting</li></li></ul><li>Facebookvs Twitter<br />Facebook<br />Social portal for inte...
Building a Social Media Strategy<br /><ul><li>Define  your goals: What do you hope to achieve with social media?
Define your audience(s): Who do you want to reach/engage?
Identify your resources: staff time and funding if applicable
Identify which technologies are appropriate
Identify what success looks like</li></li></ul><li>Messaging/Brand/Reputation Strategy<br /><ul><li>Choose appropriate top...
Do you want to promote your organization and its work or do you have a health policy related cause?
Manage expectations related to public and key influencer interests
Tailor messages for Facebook and Twitter
How will you deal with negative comments?</li></li></ul><li>Get Started on Facebook or Twitter<br />Facebook<br />Sign up<...
Promotion Strategy<br />Facebook<br />Like other organizations on FB<br />Share your new professional page on your persona...
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Developing Social Media Strategies to Promote Public Health Campaigns and Public Health Institutes

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Developing Social Media Strategies to Promote Public Health Campaigns and Public Health Institutes

  1. 1. Presenters: <br />Sherry LeCocq, Communications Coordinator<br />Jason Melancon, Director of Media & Communications<br />Developing Social Media Strategies to Promote Public Health Campaigns and Public Health Institutes<br />
  2. 2. This presentation will teach you:<br /><ul><li>How to create a social media/content strategy for public health campaigns
  3. 3. How to create a social media/content strategy to promote the work of institutes
  4. 4. How to develop and launch a paid advertising campaign within facebook</li></li></ul><li>What is Social Media?<br /><ul><li>Online platform for communicating with your key publics
  5. 5. Turns traditionally one-way communication into interactive dialogue
  6. 6. Offers reach, accessibility, usability and immediacy
  7. 7. Low cost solutions
  8. 8. Ex:Facebook, Twitter, Blogs, Mobile Texting</li></li></ul><li>Facebookvs Twitter<br />Facebook<br />Social portal for interacting with friends and family in relatively closed environment<br />More allowable characters than Twitter<br />Offers ads<br />Twitter<br />Open portal: anyone can follow anyone else<br />140 character limit<br />Very interactive<br />Instantaneous responses<br />Topical discussions are pooled in one stream with hashtags<br />
  9. 9. Building a Social Media Strategy<br /><ul><li>Define your goals: What do you hope to achieve with social media?
  10. 10. Define your audience(s): Who do you want to reach/engage?
  11. 11. Identify your resources: staff time and funding if applicable
  12. 12. Identify which technologies are appropriate
  13. 13. Identify what success looks like</li></li></ul><li>Messaging/Brand/Reputation Strategy<br /><ul><li>Choose appropriate topics and content
  14. 14. Do you want to promote your organization and its work or do you have a health policy related cause?
  15. 15. Manage expectations related to public and key influencer interests
  16. 16. Tailor messages for Facebook and Twitter
  17. 17. How will you deal with negative comments?</li></li></ul><li>Get Started on Facebook or Twitter<br />Facebook<br />Sign up<br />Establish a Page<br />Post relevant content<br />Include engaging action words (like, comment, submit, watch, post, visit, share, tell us, click, etc)<br />Twitter<br />Sign up<br />Find and “follow” key people and organizations<br />Post relevant content (140 characters)<br />Take tweeting to the next level by retweeting and commenting<br />
  18. 18. Promotion Strategy<br />Facebook<br />Like other organizations on FB<br />Share your new professional page on your personal page<br />Directly suggest your page to personal networks<br />Run Facebook ads<br />Twitter<br />Find and “follow” key individuals<br />Pay it forward by retweeting<br />Include Twitter handles in retweets to give due credit<br />Use hashtags for specific topics (ex: #publichealth)<br />
  19. 19. LPHI’s Social Media Mix: Translating personal health to public health <br /><ul><li>www.StayHealthyLa.org Health Blog: an already existing health information brand established after Katrina
  20. 20. Bi monthly e-letter
  21. 21. Facebook (SHLA and LPHI)
  22. 22. Twitter
  23. 23. Mobile Texting via Twitter
  24. 24. Let’s Be Totally Clear (Facebook and Twitter)</li></li></ul><li>Stay Healthy La’s Messaging Strategy<br /><ul><li>Provide current and relevant information that will help individuals improve their own personal health or prompt advocacy.
  25. 25. Provide current and relevant information that will help key leaders improve community health through healthy policies.
  26. 26. Occasionally mix in items that are more for intrinsic news/entertainment value.
  27. 27. Occasionally mix in items that showcase the work of LPHI.</li></li></ul><li>Who do we follow on Twitter?<br /><ul><li>Media (@NOLAnews, @PRNewswire, @2theadvocate, @USATodayhealth, @WSJhealth)
  28. 28. Government (@CedricRichmond, @BruceonHealth, @HHSGov)
  29. 29. Funders (@RWJF_PubHealth, @WK_Kellogg_Fdn)
  30. 30. Partners (@ACSNews, @QuitWithUsLa)
  31. 31. Public Health Orgs and Assocs. (@SOPHEtweets, @PublicHealth)</li></li></ul><li>Handouts<br /><ul><li>Successfully Using FB to Promote Your Org. and Message
  32. 32. Stay Healthy La’s Social Media Plan
  33. 33. Social Media Planning Tool
  34. 34. Tips for using social media
  35. 35. PowerpointPresentation</li></li></ul><li>We invite you to follow LPHI and Stay Healthy La<br /><ul><li>Get the eletter at www.LPHI.org
  36. 36. Follow www.StayHealthyLa.org Blog
  37. 37. Like Stay Healthy La on Facebook
  38. 38. Follow @StayHealthyLa on Twitter
  39. 39. Get mobile text messages from @StayHealthyLa via Twitter</li></li></ul><li>Creating Facebook Ad Campaigns<br />Presented by:<br />Jason Melancon<br />
  40. 40. Creating Facebook Ad Campaigns<br />Payment options<br /><ul><li>Credit card or PayPal
  41. 41. Set a daily or lifetime budget
  42. 42. Adjust your budget at any time
  43. 43. Choose to pay only when people click on your ad (CPC, cost per click or CPM cost per thousand)</li></ul>Reach Your Audience<br /><ul><li>Choose your audience by location, age, interest and other identifiers.
  44. 44. FYI – you can change out ad creative and body copy to try an alternative ad if your ad is not performing well.</li></li></ul><li>Key Recommendations<br /><ul><li>Budget <>$1 per click x 4 = total budget
  45. 45. If you want on ongoing communication with people, opt for a Page versus an Event
  46. 46. Utilize all real estate that allows descriptions of your organization
  47. 47. Be properly descriptive of your organization, but use terse, simple language.
  48. 48. Link your FB page to your website and vice versa
  49. 49. Designate admins to run the campaign/page
  50. 50. Build relationships and maintain semi-daily contact with your fans</li></li></ul><li>LPHI’s Successes with Facebook Ads<br /><ul><li>HIV Vaccine Awareness Campaign with “Event” Page (11 day run)
  51. 51. Ad impressions = >5,000,000
  52. 52. Prior to the ad launch 337 attended
  53. 53. 172 attendees resulted from the ad alone
  54. 54. 1070 people clicked on the ad, <1/5 converted to attending
  55. 55. HIV411’s page jumped from 433 “likes” to 546 = (+113)
  56. 56. Campaign ended with 730 attendees, 25 wall posts, 18 likes & 13 comments
  57. 57. Let’s Be Totally Clear Ad Campaign (within 1 week)
  58. 58. Fans jumped from 2775 to 4856
  59. 59. Active monthly users went from 3609 to 5457
  60. 60. Prior to the ads active monthly users were trending around 2000</li></li></ul><li>Questions?<br />Contact:<br />Jason Melancon <br />Director of Media and Communications <br />jmelancon@lphi.org<br />Sherry LeCocq <br />Communications Coordinator <br />slecocq@lphi.org<br />

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