Social Media - 2018 Year in Review Representation.

1. Social Media
2018 Year in Review
January 31, 2019
Precision Medicine Initiative, PMI, All of Us, the All of Us logo, and “The Future of Health
Begins with You” are service marks of the U.S. Department of Health and Human Services.

2. PROGRESS MILESTONES
Grew Social Media Followers by more than 1000%.
#joinallofus hashtag use created more than 518 million
impressions and reach (#participaenallofus created 8.3
million added impressions and reach).
Engagement Rates for all National JAoU Social Media
Profiles were above industry averages & peers.
Social media drove more than 140,000 site visits to the
national website (nearly 20% of overall site traffic).

3. YEAR IN REVIEW SNAPSHOT
Facebook
 23,485 Followers
1,422% Growth Since Launch
 418 Published Posts
1.15 Avg. Posts / Day
 1,974,960 Reach
4,705 Avg. Reach / Post
 23,569 Engagements
56 Avg. Engagements / Post
 0.88% Engagement Rate
 130,248 Website Traffic*
171 Newsletter Signups
472 Account Creations
242 Consent Completions
Instagram
 1,471 Followers
516% Growth Since Launch
 182 Published Posts
0.68 Avg. Posts / Day
 184,587 Reach
1,014 Avg. Reach / Post
 8,220 Engagements
46 Avg. Engagements / Post
 4.66% Engagement Rate
 2,641 Website Traffic*
9 Newsletter Signups
14 Account Creations
4 Consent Completions
Twitter
 6,070 Followers
204% Growth Since Launch
 581 Published Tweets
1.59 Avg. Posts / Day
 2,575,595 Reach
4,433 Avg. Reach / Tweet
 11,689 Engagements
20 Avg. Engagements / Tweet
 0.46% Engagement Rate
 8,383 Website Traffic*
21 Newsletter Signups
43 Account Creations
21 Consent Completions
2018 NATIONAL SOCIAL HIGHLIGHTS REVIEW
* (Website Measurements + Conversion counts are from June 1 through December 31, 2018 based on available data. Results may not represent complete attribution.)
Hashtag Adoption
 #joinallofus
23,439 Mentions
498% Growth Since Launch
518.5M Hashtag Reach & Impressions
1,611% Growth Since Launch
-----------------------------------------------------------------------------------------------------------------
 #participaenallofus
887 Mentions
1,223% Growth Since Launch
8.3M Hashtag Reach & Impressions
4,050% Growth Since Launch
-----------------------------------------------------------------------------------------------------------------
#allofus other hashtag variations in use
(e.g., #allofus, #allofusresearch, #allofusinclusion)
1,782 Mentions, 16.7M Hashtag Reach

4. How do we compare?
Facebook Engagement Rate Comparative Review
The All of Us Research
branded Facebook profile
outperformed the reviewed
comparative group (including
the NIH) for average
engagement rate.
Review Period: (Jan 1 thru Dec 31 2018)
Source: Nonprofits - 2018 RivalIQ Social Media Benchmark Report, Peers – RivalIQ Application.
The nonprofit sector comparative benchmark representations included 150 national organizations. A few examples in the RivalIQ Benchmark report included: the American Lung Association, Habitat for Humanity, Make A Wish Foundation, American Red Cross, and UNICEF.
All of Us Facebook Account
NIH Facebook Account
JAOU Adopted Engagement Rate Calculation Used:
FB Eng. Rate = Engagements (likes + comments + shares) / Reach

5. How do we compare?
Twitter Engagement Rate Comparative Review
The @AllofUsResearch
branded Twitter account
outperformed all groups for
average engagement rate.
Review Period: (Jan 1 thru Dec 31 2018)
Source: Nonprofits - 2018 RivalIQ Social Media Benchmark Report, Peers – RivalIQ Application.
All of Us Twitter Account
NIH Twitter Account
JAOU Adopted Engagement Rate Calculation Used:
Twitter Eng. Rate = Engagements (likes + replies + RTs) / Impressions
The nonprofit sector comparative benchmark representations included 150 national organizations. A few examples in the RivalIQ Benchmark report included: the American Lung Association, Habitat for Humanity, Make A Wish Foundation, American Red Cross, and UNICEF.

6. How do we compare?
Instagram Engagement Rate Comparative Review
The @AllofUsResearch
branded Instagram account
significantly outperformed all
benchmarked groups for
engagement rate.
Review Period: (Jan 1 thru Dec 31 2018)
Source: Nonprofits - 2018 RivalIQ Social Media Benchmark Report, Peers – RivalIQ Application.
All of Us Instagram Account
JAOU Adopted Engagement Rate Calculation Used:
Instagram Eng. Rate = Engagements (likes + comments) / Reach
The nonprofit sector comparative benchmark representations included 150 national organizations. A few examples in the RivalIQ Benchmark report included: the American Lung Association, Habitat for Humanity, Make A Wish Foundation, American Red Cross, and UNICEF.

7. 7
Site Traffic + Conversion Attribution
From the data that is available, there is a direct correlation to site traffic and conversion events. In 2018, the All of Us
Research and partner social media profiles contributed to more than 140,000 website visits, 201 newsletter subscriptions,
528 account creations, and 267 consent completions. Social drives nearly 20% of JoinAllofUs.org site traffic.
Assisted Conversions
2018 Annual
Total Conversion Events: 997
* (Website Measurements + Conversion counts are from June 1 through December 31, 2018 based on available attribution data. Results may not represent full or complete attribution.)

8. CHANNELS REVIEW

9. How did our Facebook profile
perform in 2018?

10. 10
Followers
Jan 01, 2018 thru Dec 31, 2018
Pre-launch, our Facebook
profile was just getting
started. Community growth
began building after Launch
and has continued an upward
climb since. We rolled out
paid support in September
(coinciding with the Hispanic
Heritage month campaign)
which resulted in reaching a
larger Facebook audience.
Quarterly Growth
2018 Annual
New Followers: 22,394

11. 11
Reach & Impressions
Reach and impressions for
organic posts reached all-time
highs in Q4.
The quarterly performance
generated 2.5 million in Reach
creating more than 4.2 million
Impressions, or more than 70
percent of annual totals.
Quarterly Growth
2018 Annual
Organic Post Reach: 1,974,960
Total Post Reach (Organic + Paid): 3,353,192 . Total Post Impressions (Organic + Paid): 5,438,229

12. 12
Engagement
Jan 01, 2018 thru Dec 31, 2018
After the launch period and
residual impact, engagement
started trending in an upward
pattern with Q4 performance
momentum due to the rollout
of our Hispanic Heritage
Month and Family Health
History campaigns.
Quarterly Growth
2018 Annual
Post Engagements: 23,569

13. 13
Engagement Rate
Quarterly engagement rates have
been performing extremely well.
Between Q3 and Q4, we grew our
follower base. The drop in
engagement rate in Q4 is natural
in periods of follower growth and
was also impacted by the annual
year-end holiday season.
Our annual engagement rate
average of 0.88% is significantly
above average when comparing
against industry averages of well
known nonprofit organizations who
collectively average 0.44%.
Quarterly Growth
Source: M+R 2018 Digital Benchmarks Report (www.mrbenchmarks.com), sample size n=154 nonprofit organizations across (9) nonprofit industry sectors,
including cultural, education, environmental, health, hunger/poverty, international, public media, human rights, and wildlife & animal welfare.
2018 Annual
Engagement Rate: 0.88%
Engagement Rate = Total Engagements / Reach

14. 14
x
2018 TOP RANKED POST x ENGAGEMENT

15. 15
2018 Top 10 Posts x Engagement
A mix of media types and content
messages lead the pack for the Top
10 Engagement Posts in 2018.
Three posts in the Top 10 come via
the National Ad Campaign. They
represent influence beyond just
clicks to the website. They also
create likes, comments and shares
(just like traditional posts) creating
greater program awareness beyond
the initial impression.
Post Content Review
2018 Annual
Total Post Engagements: 17,376
Ranked by Total Engagements

16. 16
2018 TOP RANKED VIDEO
How time flies. Six months ago, we launched All of Us to all of you. We’re
thankful for those of you who have joined us in helping to change the future
of health. To sign up, visit JoinAllofus.org. #JoinAllofUs
59,300 Video Views

17. 17
2018 Top 10 Video View Posts
The Top 10 Video Posts in
2018 all share a common
objective for elevating program
awareness among the general
population.
Short-form videos of all types
resonate especially well with
Facebook audiences.
Video Content Review
2018 Annual
Total Video Views: 349,883
Ranked by Video Views
Boosted GIF Video Post
GIF Video
GIF Video
Short Form Testimonial
Short Form Animation
News Clip
Short Form Narrative
Short Form Promotion
Long Form Q&A
GIF Video
GIF Video
GIF videos, in particular, along with strategic
Paid Support allows us to share quick, short
messages and updates with large audiences.

18. How did our Twitter profile
perform in 2018?

19. 19
Community Followers
Jan 01, 2018 thru Dec 31, 2018
Comparing our follower base
to industry averages, our
growth is on track with similar
organizations and programs.
Twitter remains a strategic
channel outlet for spreading
news and updates with large
audiences.
Quarterly Growth
2018 Annual
New Followers: 4,397

20. 20
Tweet Reach
Launch activity in Q2
represented the high threshold
for our Twitter reach. However,
this level of activity was not
sustainable. The objective since
launch has been to steadily
grow our follower base, while
disseminating key messaging
as broad and wide as possible.
Performance measurements
reveal we are progressively
advancing our goals.
Quarterly Growth
2018 Annual
Tweet Reach: 2,575,595

21. 21
Tweet Engagements
Jan 01, 2018 thru Dec 31, 2018
Engagements are consistent
quarter over quarter post
launch with a slight uptick in
Q4.
Tweet likes and retweets
continue to increase via
follower engagements.
In 2019 objective remains to
reach a wider and broader
user base who are active on
the channel.
Quarterly Growth
2018 Annual
Tweet Engagements: 11,689
Engagements = Likes + Replies + Retweets.

22. 22
Video Post Engagements
Jul 01, 2018 thru Dec 31, 2018
Video remains a high
engagement media type for
Twitter.
Engagement rates per video
will vary, but our overall
averages are performing very
well.
The most engaging videos on
Twitter are short-form, quick
message takeaways. GIFs
perform extremely well.
Quarterly Growth
0.91% Eng. Rate (Video)
1.20% Eng. Rate (Video)
Engagements = Likes, Replies + Retweets (Video Engagement Rate = Engagements / Video Post Impressions)
2018 Annual
Video Views: 24,482

23. 23
Engagement Rate
Our @AllofUsResearch Twitter
engagement rate continues to
improve quarter over quarter in
2018.
Although we are below industry
averages, we are discovering
which tweets and media types
perform best for our audiences,
e.g., video (1.05% annual
average). We’ll continue to
apply best practices in 2019 for
enhancing overall performance.
Quarterly Growth
Industry average engagement rates for the nonprofit sector in 2018 was 1.60%. Our own annual average of 0.46% represents we are below industry averages but with continued improvement month over month. Source: M+R 2018 Digital
Benchmarks Report (www.mrbenchmarks.com), sample size n=154 nonprofit organizations across (9) nonprofit industry sectors, including cultural, education, environmental, health, hunger/poverty, international, public media, human rights, and
wildlife & animal welfare.
2018 Annual
Engagement Rate: 0.46%
Engagement Rate = Total Engagements / Impressions

24. 24
2018 TOP RANKED TWEET
620 Engagements
59,890 Impressions

25. 25
2018 Top 10 Tweets
Five of the Top 10 Tweets by total
engagements were videos,
reinforcing the appeal and the
trend pattern we saw with average
engagement rates.
Program Updates also performed
well across Twitter.
In 2019 the objective will be to
continue to optimize tweets and
the media mix to create greater
program exposure and awareness.
Post Content Review
2018 Annual
Total Tweet Engagements: 27,848
Ranked by Total Engagements

26. 26
2018 TOP RANKED VIDEO
2,319 Video Views
20,319 Impressions

27. 27
2018 Top 10 Video Tweets
The Top 10 Video Posts in 2018
were educational and/or update
videos aimed at spreading the
word for expanded awareness
and program comprehension.
The videos created 110,000
impressions or on average of
11,000 impressions per video
tweet.
Furthermore, Twitter posted
videos created 13,199 views: an
equivalent of 53 percent of all
Social Media video views.
Video Content Review
2018 Annual
Total Video Views: 24,723
Ranked by Video Views

28. How did our Instagram profile
perform in 2018?

29. 29
Community Followers
Jan 01, 2018 thru Dec 31, 2018
Instagram followers are
growing. Engagement rates
are performing extremely
well.
We’ll expand the strategic
use of the channel in 2019 to
reach wider and broader
audiences.
Quarterly Growth
2018 Annual
New Followers: 1,439

30. 30
Post Reach
Instagram’s reach is growing
commensurate to the growth of
our follower base.
Through follower growth,
engagements and program
awareness are increasing.
Quarterly Growth
2018 Annual
Post Reach: 184,547
Benchmarking against nonprofits as a benchmarked multi-industry group, nonprofits are seeing Instagram as their fastest growing social media channel. On average in 2018, nonprofits saw a 44% increase in followers compared to 13% growth on
Facebook and 15% for Twitter. Source: M+R 2018 Digital Benchmarks Report (www.mrbenchmarks.com), sample size n=154 nonprofit organizations across (9) nonprofit industry sectors, including cultural, education, environmental, health,
hunger/poverty, international, public media, human rights, and wildlife & animal welfare.
* (Estimated Reach based on daily followers and publishing schedule.)
Apr 01, 2018 thru Dec 31, 2018

31. 31
Post Engagement
Apr 01, 2018 thru Dec 31, 2018
Quarterly and by a month
over month review, we see
our engagements are
increasing, especially video
views.
Quarterly Growth
When reviewing engagements against the Follower base, we see Follower count does directly impact the total number of engagements. As we grow the community in 2019, emphasis will be applied on campaigns and sharable content to attract
new followers.
2018 Annual
Engagements + Views: 24,259
Engagements = Likes + Comments + (Video Views)
84

32. 32
Video Post Engagements
Apr 01, 2018 thru Dec 31, 2018
The average engagement rate
for our Instagram video posts
are extremely high.
The volume of Likes and
Comments for our program
videos represent our content
and messages are resonating
well with our Instagram
followers.
Quarterly Growth
Overall, organic video posts do extremely well for engagements. Video remains to be a top performer for engagements on the social channel and within the
publishing mix.
22.6% Eng. Rate (Video)
22.3% Eng. Rate (Video)
28.4% Eng. Rate (Video)
Engagements = Likes + Comments (Video Engagement Rate = Engagements / Reach (Followers))
2018 Annual
Total Video Views: 16,039

33. 33
Engagement Rate
Quarterly engagement rates
have been performing
extremely well. And although
our engagement rate has been
declining quarter over quarter,
this is to be expected as the
number of followers grow. This
is an industry norm. Objective
remains the same for 2019 –
we will grow our follower base.
Quarterly Growth
Industry average engagement rates for the nonprofit sector in 2018 was 2.14%. Our own annual average of 4.66% represents we are significantly above industry averages. Source: M+R 2018 Digital Benchmarks Report (www.mrbenchmarks.com),
sample size n=154 nonprofit organizations across (9) nonprofit industry sectors, including cultural, education, environmental, health, hunger/poverty, international, public media, human rights, and wildlife & animal welfare.
2018 Annual
Engagement Rate: 4.66%
Engagement Rate = Total Engagements / Reach
Apr 01, 2018 thru Dec 31, 2018

34. 34
2018 TOP RANKED POST
89 Engagements
*Boosted Post

35. 35
2018 Top 10 Content Posts
This represents that even though
videos produce high levels of
engagements, photos are shown
more ‘love’ and appreciation by
channel users.
In 2019, we will continue to
publish a fresh mix of content for
user engagements.
Post Content Review
2018 Annual
Total Post Engagements: 8,220
Ranked by Total Engagements
Engagements = Likes + Comments
Apr 01, 2018 thru Dec 31, 2018

36. 36
2018 TOP RANKED VIDEO
304 Video Views

37. 37
2018 Top 10 Video View Posts
The majority of the top video
posts were GIFs.
The top ranked narrative video
was Alyssa Cotler’s personal
testimonial coming in at the
number 7 position.
Video Content Review
2018 Annual
Total Video Views: 349,883
Ranked by Video Views
Apr 01, 2018 thru Dec 31, 2018

38. LOOKING AHEAD

39.  Video continues to be king. Even if we have still images, we should consider how we can give it movement.
- Action: Develop more GIFs and videos, as they continue to resonate well. This will be complimented by
the release of “Testimonial” content.
 Our boosted posts are top performers, driving engagement and follower growth at minimal cost.
- Action: Increase boosted posts, identifying more opportunities to extend the reach of our content.
 Themed toolkits are working. There’s been a marked uptick in engagement and reach, and it broadens our
follower base.
 Social is a critical driver to the website and for enrollment (currently 20% of website traffic comes from social).
 Getting “Social” - Twitter’s engagement rate is an example of lack of latitude in community engagement on
platform.
 Set annual benchmarks based on goals for 2019.
39
OBSERVATIONS & RECOMMENDATIONS

40. Produced by
40