The document discusses New Zealand Blood Service's (NZBS) use of Facebook to promote blood donation. It notes that only 4% of New Zealand's adult population currently donates blood, yet demand is high. NZBS created a Facebook page to better communicate with and recruit younger donors aged 18-30. The page allows NZBS to update donors, thank donors, and raise awareness of donation needs and events. It has proven effective, with the page averaging 700 visitors and 52 new fans per week.

3. Why NZBS needs Donors 4% of New Zealand’s adult population currently donate blood. 42,000 patients are treated with blood or blood products each year in NZ. 25% of NZ population will be 65+ years old by the late 2030s.

4. Why Facebook? Currently over 500 million active users worldwide. Now over 1.675 million Kiwis on Facebook. Average users is connected to 80 community pages, groups and events. 75% of 15 – 39 Kiwis are active users. Purpose of creating a Facebook Page was to create an easy open communication channel with younger donors aged between 18-30 years.

5. The average Facebook user has 130 friends. If one person posts an update to all their friends and they send it on to their friends = instant 16,000+ contacts!!

6. What is a Facebook Page? Pages are for organisations, businesses, celebrities, and bands to broadcast great information in an official, public manner to people who choose to connect with them. You can create and manage a Facebook Page for your organisation from your personal account.

7. Health Informatics Pages A quick search on Facebook for “Health Informatics” brings up several Pages from around the world…

9. Pages – Info Tab

10. Pages – Boxes Tab

11. Pages – Events Tab

12. Pages – Photos Tab

13. Pages – Videos Tab

14. Pages – Notes Tab

15. Pages - Updates

17. Terms and Conditions By setting up a Profile (to manage a Page) you are required to agree to Facebook Terms. This includes an indemnity to Facebook and a submission to the jurisdiction of the California Courts.

18. Steps taken Legal confirmation that the Facebook indemnity could be given by NZBS Adding a disclaimer to the NZBS Facebook Page which, based on legal advice received, significantly mitigates NZBS own risks As part of the Management of the Page – frequently review and monitor so prompt action can be taken if necessary.

19. NZBS Page disclaimer

20. Oh dear…

21. !!!

22. Steps Taken: Removal of all posts from the wall and other areas of the Page. Banned that specific profile from the Page. Reported the profile to Facebook. Closed down the Wall so fans could not post. Contacted Facebook Operations outlining the Facebook Statement of Rights and Responsibilities the Profile had breached. Monitored the Page frequently over the course of the incident.

23. Response

24. Learnings: Need to frequently monitor the Page, and have easy access to do so. Act quickly and notify other fans what is happening. Loyal fans understand the situation and will provide support. Outline and review the Statement of Rights and Responsibilities as justification for Facebook to take action. Need to communicate to staff and make them aware of the situation.

25. Managing the Page All communications on behalf of NZBS is channelled through the 2 Facebook Administrators. Page is checked regularly: every morning, afternoon and evening. Respond to queries ASAP.

26. What is the Page used for? Provides a community for donors, in particular younger donors who are active on Facebook, to share their experiences of donating blood. Gives donors the opportunity to broadcast to other fans and to all of their friends on Facebook that they are fans of NZBS. Raise awareness for NZBS through people becoming fans of NZBS and posting comments, and sharing links with other Facebook friends.

27. Allows NZBS to update fans with key messages, events and the need for certain blood types.

28. Update during a crisis/incident e.g. Christchurch Earthquake

29. Allows NZBS to educate donors, by answering questions on eligibility which all other fans will also see.

30. Types of activity on the Page Thanking NZBS staff at a particular site for being amazing. Telling everyone that they went and donated blood today/or is going next week to donate blood etc. “ Liking” or showing that they are attending one of the university mobile collects that are set up as events on the Facebook Page

31. Starting conversations around blood Recipients saying thank you to everyone for giving because it saved the life of their loved one.

32. Page insights – Fan numbers

33. Insights – Fan demographics

34. Insights – Weekly updates

35. Key facts On average we have the following activity per week: 700 people visit the Facebook page. 52 new fans join the page 11 wall posts/comments/likes on the page Demographics of our fans: 64% are female vs. 34% male 69% are aged between 18 – 34 years 83% have Auckland listed as their City in Facebook. Wellington, Christchurch and Dunedin are the next biggest cities

36. Website data 990 people have accessed the NZBS website from the Facebook page. Of the 990, 607 were new visitors ( e.g. had never been to the NZBS website before) Spending on average 2:07 minutes on the NZBS website. Looking at approx 2.83 pages while on the site. (from 1st August 2009 – 30th July 2010)

37. Promotion of the Page

38. Promotion of the Page

40. The future? Looking to add new applications or features to the page Review developments in the Social Media space Continue to create a safe community on the Facebook Page to connect with blood donors across NZ.

41. THANK YOU