Monthly Social Recap

Social Media
Benchmark Recap
Page 1
February 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.

Continuing Social Media Objective:
Create program awareness, education, community engagement, influence, audience growth.
Facebook
❑ 28,116 Followers
(3,492 New Followers)
+14% Change
❑ 445
Engagements
-34% Change
❑ 1,970 Followers
(198 New Followers)
+11% Change
❑ 924
Engagements
+16% Change
Instagram Twitter
❑ 6,830 Followers
(249 New Followers)
+4% Change
❑ 692
Engagements
-9.42% Change
❑ 1.02%
Avg. Engage Rate
❑ 2.23%
Avg. Engage Rate
❑ 0.78%
Avg. Engage Rate
-22% Change -15% Change +22% Change
❑ 393 ❑ 1,818 ❑ 2,040
3-Sec Video Views 3-Sec Video Views 3-Sec Video Views
-83% Change -1% Change -60% Change
JAOU Adopted Calculations Used:
Engagements = Likes (Favorites) + Comments (Replies) + Shares(RTs)
FB ER = Engagements / Reach . Twitter ER = Engagements / Impressions . Instagram ER = Engagements / Followers
Change = month over month (current vs. previous month) comparison
Avg. Benchmark Engagement Rates: Facebook (0.17%), Twitter (0.55%), Instagram (2.14%)
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Benchmark Comparison Source: 2018 RivalIQ Social Media Benchmark Report. The nonprofit sector benchmark representations included 150 national organizations. A few examples: the American Lung Association, Habitat for Humanity, Make A Wish
Foundation, American Red Cross, and UNICEF.
Observations
❑ Followers continue to grow month over month
as we head in the right direction. FB had the
largest increase in followers thanks to a paid
media buy.
❑ Engagements fell for the month on two of the
social platforms. FB had the highest % drop in
engagement this month even with a paid
media buy . IG had the highest % of
engagement increase.
❑ Engagement Rates are up for TW but fell
slightly for Insta and FB. The increase in TW
engagement rate contributed to the live Q/A we
had for the Live Speaker Series for the month.
❑ Video Views did drop this month for all social
platforms. This could be due to cross-channel
marketing we did to direct our audience to the
Ytube Live Speaker Series. This does not
concern us as we increased engagement on
our other media platform, YouTube.

Facebook New Followers
Weekly New Follower Trend Review
Our Facebook account saw the
largest followers increase of all
the social platforms for the month.
Toward the last week of the month
we had a boosted post and a paid
media buy that increased reach,
engagement, and contributed to the
large addition to new followers.
As we continue with our marketing
strategies for FB to engage and
educate our audience, keeping the
objective in sight and creating great
content, is a great attribution when
we consider having paid post.
March has shown that when they
work hand-in-hand, it can increase
reach, also, followers.
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33 57 60 43
3299
25-Feb 4-Mar 11-Mar 18-Mar 25-Mar
3,492 Monthly New Daily Followers - Mar 1, 2019 - Mar 31, 2019 +14% Change
28,116 Total Followers

Engagements + Video Views
Weekly Engagement Performance Trend Review
Engagements = Likes + Comments + Shares
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8
101
82
55
26
1
7 9
- 2
10
47
37
42
18
Facebook Engagements
Likes Comments Shares
-
243
42 43
65
Video Views
Video Views
-34% Change
Weekly Top Posts
445 Monthly Engagements - Mar 1, 2019 – Mar 31, 2019 [22 Monthly Posts]
Engagements dropped for the month
of March for FB even with roughly the
same number of posts.
Video views saw a decline as well, as
we posted 30% less compared to last
month. Even with the drop, our
audience still showed engagement
with our brand.
The top video viewed from week 1
focused on promoting women’s health
research and diversity.
We had a boosted post in February
that contributed to increase
engagement and awareness.

Top 3 Performing Posts x Engagement Rate
Monthly Post
Engagement Numbers
Monthly Posts
Likes
Comments
Shares
Video Views
Total Engagements
Likes + Comments + Shares + (Video Views)
Why measure Reach + Engagement Rate? Engagement rates tell us how well creative and content are resonating with followers. Reach tells us
how effective we are in disseminating our content and message across audiences, ultimately revealing how broad we are building program
awareness and influence.
Photo posts are the clear winners in the month of February for Top Posts by Engagement Rate. All three photo posts used
people in some sort of way, which immediately showed connection with our audience. All posts also leverage an emotive
message takeaway which likely resonated with engaged audiences based upon their own personal experiences and value
systems.
This month’s results further reinforce Facebook can be a great storytelling platform where the largest engagements will come via
content and posts drawing on human emotions and personal experiences.
Monthly Engagement Performance Review
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23
272
19
154
393
861
1.02% Monthly Avg. Eng. Rate
2.20% Eng. Rate 2.19% Eng. Rate 2.17% Eng. Rate

Top 3 Performing Posts x Reach
Monthly Post
Reach Numbers
Monthly Posts
Total Reach
Total Impressions
Avg. Post Reach
Why measure Reach + Engagement Rate? Engagement rates tell us how well creative and content are resonating with followers. Reach tells us
how effective we are in disseminating our content and message across audiences, ultimately revealing how broad we are building program
awareness and influence.
The Top Monthly Posts by Reach had no boosted posts and were all organic posts. Based on these monthly results, our Black
History Month content campaign helped increase awareness for that audience. The objective in 2019 will be to increase overall
reach averages for all posts whether they are paid or organic to broaden program awareness among greater numbers of Facebook
users, as well as to engage more followers and friends of followers.
Of special note, even though we were slightly down in engagement, the audience was still engaged with our photos and videos. We
can use this to further develop more engaging photos and videos in the future.
49,022 Unique Engaged Page Users
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23
32,074
43,453
1,395
8,020 Reach 5,970 Reach 2,667 Reach

Houston Market Test Ad Campaign Reach & Impact
Regional Monthly Ad Campaign Performance Review
HOUSTON REGIONAL
Ad Campaign Attribution
Reach
Impressions
Click Engagements
Likes, Comments, Shares
Total Engagements
The National REGIONAL HOUSTON Media Ad Campaign (which runs in the Facebook newsfeed as AoURP Sponsored
Posts) is active and running creating added program reach and awareness via millions of additional impressions and tens
of thousands of engagements in support of our Facebook account profile and for clicks to the national website.
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1,655,729
21,968,511
25,436
661
26,097
Regional Media Campaign - Mar 1, 2019 - Mar 31, 2019
225,092
512,236 490,433 309,175 118,793
2,370,660
6,184,605
8,789,929
3,721,164
902,153
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
Reach
&
Impressions
Clicks
(Website
Visits)
Reach Impressions Clicks

National Ad Campaign Reach & Impact
National Monthly Ad Campaign Performance Review
NATIONAL MEDIA
Ad Campaign Attribution
8,449,188
Reach
14,393,575
Impressions
58,185
Click Engagements
4,276
Likes, Comments, Shares
62,461
Total Engagements
The NATIONAL Media Ad Campaign (which also runs in the Facebook newsfeed as AoURP Sponsored Posts) has been
The National Facebook Media Ad Campaign has been reactivated and is now running. In combination with the
Houston regional campaign, both Facebook Ad Campaigns have created more than 9.5 million in reach, more than 16
million added impressions, and 70,000 attributable visitors to the national website in the month of February.
Page 10
National Media Campaign - Mar 1, 2019 - Mar 31, 2019
320,151 564,836
1,623,533 1,506,028
240,971
5,445,119
13,181,793
18,500,766
28,582,780
45,538,237
-
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
45,000,000
50,000,000
-
10,000
20,000
30,000
40,000
50,000
60,000
Reach
&
Impressions
Clicks
(Website
Visits)
Reach Impressions Clicks

Instagram New Followers
198 Monthly New Daily Followers - Mar 1, 2019 – Mar 31, 2019
A major initiative in 2019 will be
to grow channel followers at a
faster pace.
Instagram’s growth can come via
more frequent channel specific
campaigns, cross promotion on
Facebook, Twitter and Email, as
well as a small Paid support
effort.
+11% Change
Instagram’s follower base
continues to grow via organic
discovery.
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19
38
30
45
66

0
152
801
353
314
Video Views
Video Views
Videos are proving to be successful
as well. Compared to last month
there was a 47% increase in Video
Views.
Goal in 2019 remains to leverage
the channel as a visual storytelling
platform to widely disseminate our
core messages and values, while
growing our follower base, while
focusing on adding more videos to
the platform.
Engagements = Likes + Comments + (Video Views)
+16% Change
Month over Month engagements on
Insta is proving to be very
successful with a steady increase in
comments and likes.
924 Monthly Engagements - Mar 1, 2019 – Mar 31, 2019 [21 Monthly Posts]
Page 13
Top Video Posts
1 8 5 8 6
50
241
197
208
199
Instagram Engagements
Comments Likes

Monthly
Engagement Numbers
21
Monthly Posts
896
Likes
28
Comments
1,619
Video Views
2,543
Total Engagements
Likes + Comments + (Video Views)
Why measure Engagement Rate + Total Engagements? Engagement rates tell us how well creative and content are resonating with followers. Total
Engagements tells us how many people we are interacting with our content and message across audiences, ultimately revealing how broad we are
building program awareness and influence.
Top Posts by Engagement Rate included three different and unique storytelling visuals which showcase the diversity and benefit
of the program. Each post has a different complementary short message takeaway. Instagram remains the top channel within the
social media mix for communicating our message via storytelling and for userengagements.
67 likes 58 likes 52 likes
Page 14

Top 3 Performing Posts x Total Engagements
Why measure Engagement Rate + Total Engagements? Engagement rates tell us how well creative and content are resonating with followers. Total
Engagements tells us how many people we are interacting with our content and message across audiences, ultimately revealing how broad we are
building program awareness and influence.
372 371 255
Engagements + Views Engagements + Views Engagements + Views
Top Posts by Total Engagements included three short-form videos representing three complementary stories (rare diseases,
tailored medical care and heart disease in minorities). The short-form video format continues to work well on the social channelto
gain quick attention and awareness, while disseminating key messages.
Short-form video used in support of emotive, people-oriented images, offers a powerful awareness and engagementstrategic
content direction to reach a diverse population mix.
Monthly
Engagement Numbers
21
Monthly Posts
896
Likes
28
Comments
1,619
Video Views
2,543
Total Engagements
Likes + Comments + (Video Views)
Page 15

Focusing on new followers is
goal in 2019 to disseminate our
message across new audiences.
The identification of key
influencers and people of interest
within the healthcare and
precision medicine discussion
topics continues to be a goal to
leverage the recruitment of new
Twitter followers.
Twitter New Followers
249 Monthly New Daily Followers - Mar 1, 2019 – Mar 31, 2019
+4% Change
Twitter growth remains steady,
however, had a slight dip
towards the middle of the month,
then rebounded the last week of
the month.
Page 17
55
37
68
51
38

Video views had a decline this
month, contributing to the % change.
Of note, as a best practice and
wherever possible, content links will
have the most impact and influence
when linked back to the national
website.
692 Monthly Engagements - Mar 1, 2019 – Mar 31, 2019
Engagements = Likes + Replies + Retweets + (Video Views)
-9.4% Change
Engagement MoM for post
engagements is growing but slightly
down for video views. This first week
had the most improvement compared
to the first week in the previous
month.
[44 Monthly Tweets]
Page 18
12
96
197
66
48
1 1 4 - 1
8
71
132
30 25
Twitter Engagements
Likes Replies Retweets
16
404
754
570
296
Video Views
Video Views
Weekly Top Tweets

Monthly
Engagement Numbers
44
Monthly Tweets
419
Likes
7
Replies
266
Retweets
2,040
Video Views
2,732
Total Tweet Engagements
Likes + Replies + Retweets + (Video Views)
Top Posts by Engagement Rates included privacy of data and two educational quick message takeaway tweets. Two of theTop
three tweets focused on education of the African-American community coinciding with Black History Month and also improving
diversity in research.
As a primary news and message dissemination channel leveraging linking, the objective is to raise program awareness and thento
stimulate users to engage with the tweet to collect more information as a primary step in the enrollment journey path. Even though
one tweet focused on privacy of data, the Top three tweets accomplished the objective. The goal remains to be to continually
reach broader audiences by publishing strategic message tweets daily for maximum impact andinfluence.
Why measure Engagement Rate? Engagement rates tell us how well creative and content are resonating with followers, ultimately revealing how
much we are activating and motivating audiences at scale.
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Top 3 Performing Posts x Impressions
Total Monthly
Reach Numbers
44
Monthly Tweets
168,541
Impressions
11,586,479
Potential Reach
Why measure Impressions instead of Reach? On Twitter, Impressions is the actual number of people who could have seen a tweet in their
newsfeed. Conversely, Reach is simply a count of all followers of all people who have engaged with a posted tweet regardless of whether they
could have seen the tweet or not, e.g., whether they were online and logged into Twitter. Therefore, when measuring influence (and engagement
rate), the more accurate benchmark is to use impressions over ‘potential’ reach.
36,482 24,297
Impressions
15,359
Impressions Impressions
692 Monthly Engagements
The Top Monthly Posts by Impressions included three short-form videos and a post that directed them to either the NIH
for more information or to the AOU website. As short-form videos continue to be eye catching, publishing posts with more
in-depth information are proving influential for the month of February, as well as for Twitter ingeneral.
When combined with key takeaway messages, tweets of this type can be extremely effective for buildingprogram
awareness and site traffic across all targeted population segments.
Engagements = Likes + Comments + Shares + (Video Views)
Page 20

Social Media Website Traffic + Conversion Attribution Review
Social Media Website Traffic Attribution - Mar 1, 2019 – Mar 31, 2019
Overall, total website traffic for
the month registered 160,270 site
visitors.
February 2019
Social Media Conversion Counts
❑ (67) Accounts Created
❑ (26) Consent Completions
❑ (23) Newsletter Signups
23% of Site Traffic
The Three Core Social Media
Channels accounted for more than
25 percent of all website traffic in
the month of March – or a total of
37,589 site visits.
Data Source: Google Analytics. Google Analytics should not be used as an absolute count of the ‘truth’. It can only be used as a benchmark.. Although we can attribute traffic to
social media, we can not currently attribute it to a specific National Social Media efforts. Website traffic represented is from all national + partner social media activity.
Site Traffic + Conversion Attribution
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37,322
231
36
Facebook
Instagram
Twitter
Website Traffic

Hashtag Use & Influence (JAoU Brand Listening)
Hashtag Preference and Common Use
Which Hashtags are being most used within online discussion? Feb 1, 2019 – Feb 28, 2019
#joinallofus hashtag use continues
to be Top hashtag as expected.
#nih holds steady in the Top 10 as a
strategic aligned program overseer
with #thisisnih complementing the
parent hashtag.
#dyk jumped 40 spots to 4th for this
month. It showed the audience was
interested in educational information
for the month of February.
#blackhistorymonth struck a cord
with it’s audience. The tweets and
videos provided educational
information that was well received.
#participaenallofus moved back into
the top 10 spot compared to dropping
to 16 in January.
Other remaining Top 10 hashtags
used related to chat, which showed
the audience was engaged with the
tweets.
Rank Hashtag Mentions Distinct Users Reach Owned Reach Earned Reach
1 #joinallofus 1,111 451 24,765,350 2,108,845 22,656,505
2 #thisisnih 173 91 16,447,451 26,233 16,421,218
3 #nih 54 40 3,832,252 6,534 3,825,718
4 #dyk 114 79 3,539,922 371,719 3,168,203
5 #precisionmedicine 120 85 2,252,331 68,881 2,183,450
6 #blackhistorymonth 180 110 2,247,637 314,544 1,933,093
7 #nihchat 37 29 1,330,102 98,521 1,231,581
8 #nlm 5 5 890,501 0 890,501
9 #participaenallofus 54 29 962,558 157,069 805,489
10 #loveyourheartchat 35 23 811,274 353,037 458,237
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24,765,350 #joinallofus Hash Reach

Facebook Engagement Rate Comparative Review
Review Period: (Jan 1 thru Jan 31 2019)
Source: RivalIQ.
All of Us Facebook Account
NIH Facebook Account
JAOU Adopted Engagement Rate Calculation Used:
FB Eng. Rate = Engagements (likes + comments + shares) / 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.
In February, the All of Us Research
branded Facebook profile continues
to significantly outperform the
reviewed comparative group
(including the NIH) for average
engagement rate.
The average engagement rate for
all organizations in this comparative
review was 0.39% which our own
Facebook profile is significantly
above industry averages.
All of Us Facebook Account
How do we compare against notable organizations?
Page 26

Twitter Engagement Rate Comparative Review
Source: RivalIQ.
Twitter Eng. Rate = Engagements (likes + replies + RTs) / Impressions
Throughout the month of
February, the @AllofUsResearch
branded Twitter account
outperformed all groups for
average engagement rate.
all organizations in this
comparative review was 0.27%
which our own Twitter profile is
significantly above industry
averages.
All of Us Twitter Account
Page 27
NIH Twitter Account

Instagram Engagement Rate Comparative Review
In the month of February, the
@AllofUsResearch Instagram
account outpaced all comparative
benchmarked organizations for
engagement rate.
all organizations in this
comparative review was 2.09%
further revealing our own Instagram
account is exceeding industry
averages.
Source: RivalIQ.
Instagram Eng. Rate = Engagements (likes + comments) / Reach
All of Us Instagram Account
Page 28
All of Us Instagram Account

❑ 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.
❑ Storytelling, emotive visuals and sharing engage followers. We continue to have proof cases using
GIF videos and with the Instagram channel in general.
❑ Campaign planning cycles engage more followers and find new followers. A continuous campaign
calendar targeted at different audience groups and demographics should run in the background of
the normal editorial calendar to boost overall engagements and expose new audiences to our
program and messages.
❑ 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.
Observations & Recommendations
Where We Want to Be + How We Get There
Page 30

Monthly Social Recap

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