The document summarizes a seminar held by the Health Sponsorship Council on August 5, 2010. It discusses using social media to promote public health campaigns and provides examples of existing public health campaigns on social media platforms. It also outlines strategies for engaging influencers and communities online to spread health messages and behaviors.

1. Health Sponsorship Council Seminar
5 August 2010

2. 5%

5.  Del.icio.us  LinkedIn
 Twitter*/TweetDeck  Technorati
 Feedburner  Flickr*
 TinyURL/SnipURL  Google
 Facebook*  StumbleUpon
 MySpace*  Digg
 YouTube*  FriendFeed
 Typepad/Blogger  Wikipedia
 PBwiki/Wetpaint
* GSA Social Media Agreement

6.  Monitor  Link
 Read  Upload
 Browse  Retweet
 Search  Develop
 Share relationships
 Friend  Work together
 Rate  Set goals
 Tag  Promote
 Review participation
 Mentor novices
 Post
 Set and uphold
policies

12. Influencers
Potential Employees
Investors
Employees
Customers
Competitors
Prospects
Partners
Press/Analysts

15.  VERB (8372)
Centers for Disease Control and Prevention
 Fight Mannequinism
The Federal Voting Assistance Program and Ad Council
 Above the Influence
Office of National Drug Control Policy, Partnership for A
Drug-Free America
 National Day to Prevent Teen
Pregnancy
National Campaign to Prevent Teen Pregnancy, Teen People
 Small Step
U.S Department of Health and Human Services, Ad Council
 Girls Go Tech
Girl Scouts of USA, Ad Council

16.  Set up a web site with information and/or 'cool stuff' to
interact with or download
 Convert the PSAs and print material into digital
formats
 Promote like crazy through traditional media and the
web (blogs, MySpace, viral, WOM) - now it's new!
 Use cell phones and SMS as a response channel
 Push messages and alerts out to participants who opt-
in at the web site or through SMS to receive them
 Measure results by eyeballs and click throughs
Caution: Adherence to these principles will insure that you develop a program that
uses new media and does not apply social technologies that fit into people’s lives and
practices and help change behaviors in relevant ways.

19. “The most frequently cited benefit of the internet was in
helping people tap into [their] social networks” –
Susannah Fox.

22.  We act in ways that are
consistent with how
 we think about ourselves
 people we respect and trust want
us to
 people we aspire to be like
behave
 people we associate with behave
 We are social beings who
 look for validation
 share experiences with others
 act at our best and worse with
others

24. Source: Watts, DJ, Dodds, PS. (2007). Influentials, networks and public
opinion formation. Journal of Consumer Research; 34.

25. Source: Watts, DJ, Dodds, PS. (2007). Influentials, networks and public
opinion formation. Journal of Consumer Research; 34.

27.  Becomes a collaborative platform
 Harnesses collective intelligence
 Enables everyone to be a content creator
 Provides greater access to knowledge
and information resources
 Encourages media multiplexity
 Expands and manages social networks

28. Changes the World We Live In
• Enhance existing
linkages
• Develop new linkages
• Enable indigenous
helpers
• Create new networks
• Empower existing ones
• Weave together networks
• Engage communities in new
ways

29.  Treatment adherence  Screening behaviors
 Precaution adoption
 Health information  Quitting addictive
seeking behaviors
 Collective action and  Adopting new ones
advocacy

30.  ‘Bridging’ and ‘bonding’ (building,
strengthening and using social connections)
 Audience Benefits: access social network
resources and solves a problem
 Focus on ‘boundary spanners’
 Enhance salience and attractiveness of the ‘out
group’ [positive deviants] – put the
practitioners of ‘new’ behaviors in a light that
attracts imitation or modeling.
 Build sustainable local capacities/assets

33. 1 - first personal mass media
2 - permanently carried media
3 - always-on mass media
4 - built-in payment
mechanism
5 - at the point of creative
inspiration
6 - accurate audience
measurement
7 - captures the social context
of media consumption
Tomi T Ahomen. Communities
Dominate Brands blog, 2 May
2008.

34. 89% of adults use their
online profiles to keep up
with friends

35. …in an increasingly
transitory world, the
cellphone is
becoming the one
fixed piece of our
identity – Jan
Chipchase, User
Anthropologist
NYT Magazine
7 Apr 2008

36. 3,800 products recalled as of 3/30/09

37. FDA developed a recall database that enables consumers to search for
products by brand name, product description, and more.

38.  HHS and CDC blogs provide
information about the product
recalls and outbreak investigations
and encourage comments and
conversations.
 The
HHS Peanut Product Recall blog
contained posts from CDC, FDA,
and HHS.
 The
CDC National Center for
Zoonotic, Vector Borne, and
Enteric Diseases (NCZVED) blog
contained salmonella-related
information and updates (over
3,000 page views between 1/25 –
2/1).

39. On February 3rd, 35 blog writers
spoke with FDA and CDC
subject matter experts about the
Salmonella Typhimurium
outbreak and peanut-containing
products recall efforts, including
current and future resources for
bloggers during food safety
incidents.
Bloggers were provided with
Web graphics to share with their
readers.

40. FDA’s video on things
you should know during
the peanut butter and
peanut-containing
product recalls was
available on both the
FDA and CDC YouTube
channels.
FDA YouTube Channel: h1p://www.youtube.com/user/USFoodandDrugAdmin
CDC YouTube Channel: h1p://www.youtube.com/CDCstreaminghealth/

41.  Online graphics allow partner organizations
and citizens to display simple images and
messaging related to the recall.
 A series of 3 buttons were shared with partner
federal agencies and organizations.
 Two badges were made available on the CDC
MySpace page for individuals to use within
their profile pages.

42. FDA Recalls. Created for product recalls, this Twi1er feed is a channel for communicaCng
news and alerts during the recall efforts ‐‐ 2837 followers

44.  Recall Widget
 9.6 million page views
 Placed on 20,000
external websites
 Recalls Database of
Searchable Products
 Over 22 million page views

45. Social Media in the News
From: h1p://www.healthjournalism.org/blog/2009/02/602/

47. ‘At-risk:’ Someone who has a personal or situational
disadvantage in the marketplace that might
create negative outcomes for the individual or society.

48. Segment Popula;on Descrip;on Demographics
Share
Digital Collaborators 8% Use information gadgets to 56% male, late 30s,
collaborate with others and share well-educated and well
their creativity with the world off
Ambivalent Networkers 7% heavily use mobile 60% male, primarily in
devices to connect with others late 20s, ethnically
and entertain themselves, but diverse
they don’t always like it when the
cell phone rings
Media Movers 7% use online access to seek out 56% male, mid-30s,
information nuggets, and these many with children,
nuggets make their way through middle income range
these users’ social networks via
desktop and mobile access.
Roving Nodes 9% use their mobile devices to 56% women, late 30s,
connect with others and share well-educated and well
information with them. off
Mobile Newbies 8% lack robust access to the 55% women, about age
internet, but they like their cell 50, lower educational
phones and income levels

49. Segment Popula;on Descrip;on Demographics
Share
Desktop Veterans 13% dedicated to wireline access to 55% men, mid-40s,
digital information, and like how it well-educated and well
opens up the pipeline to off
information for them
Drifting Surfers 14% light users – despite having 56% women, early 40s,
a lot of ICTs – and say they could average education and
do without modern gadgets middle income
and services
Information 10% feel overwhelmed by 66% men, early 50s,
Encumbered information and inadequate to average income, lower-
troubleshoot modern ICTs middle income
The Tech Indifferent 10% unenthusiastic about 55% women, late 50s,
the internet and cell phone low education and
income levels
Off the Network 14% neither cell phone users nor Lower income women,
internet users high share of African
Americans

50.  Search
 Proximity
 Recommendation
 Links
 Discovery
 Currency of
information
A Moore. The glittering allure of the mobile society. November 2008.

51. Focus on the relationships that
social media tools facilitate, not the tools themselves.
."

52. How do I add
social media
features to my
behavior change
products, services
and programs?

53.  How do I use these
technologies to
overcome
psychological and
social barriers (costs)
people have to
engaging in new
behaviors, develop
new incentives and
reinforcers and create
new ways of
providing social
support to people
who are trying to
change behaviors?

54. How can I place-
shift; use SNS, co-
presence and
virtual worlds;
and add GPS to
create scalable
behavior change
programs?

55. How do I
facilitate
conversations
among people,
not aim messages
at them?

56. Are we available when, where and how
people want us to be?

57. Engage and Participate Transmit
Advocate Preach
Inform and Collaborate Command and Control
Informal and
Formal and Instructive
Conversational
Build Community Tell Your Audience

58. …learn how the
cultures need to adapt
to the new technology
– not simply how to
adapt the tools. Then
you can produce work
that meets and even
exceeds the
expectations of people.

60. R. Craig Lefebvre, PhD
George Washington University School of Public Health and
Health Services, Washington, DC
socialShift, Sarasota, FL & Washington, DC
social|design, marketing and media
On Social Marketing and Social Change
http://socialmarketing.blogs.com
http://twitter.com/chiefmaven