This document summarizes a webinar about using social media to mobilize community leaders and their communities for influenza preparedness. The webinar covered how social media can facilitate communication and engagement. It provided examples of social media strategies, including determining goals, identifying audiences, selecting tools, setting up accounts, listening to conversations, and engaging communities. The webinar also outlined best practices for social media use and discussed how specific tools like Facebook, Twitter, and blogs can be leveraged to share information and encourage actions like obtaining vaccinations.

1. Take the Lead Using Social Media To Mobilize Community Leaders and Their Communities Photo: http://www.flickr.com/photos/b-tal/2973889760/ Webinar Centers for Disease Control and Prevention December 17, 2009

2. Presenters Lynn Sokler Chief, Marketing and Communication Strategy Branch National Center for Health Marketing Centers for Disease Control and Prevention Erica Holt Social Media Specialist American Institutes for Research Nedra Weinreich President Weinreich Communications

3. Main Goal of the Take the Lead Campaign To create and activate a social mobilization movement in selected communities to encourage individual and family preparedness and readiness to respond to influenza outbreaks, including 2009 H1N1. How do we accomplish this? By mobilizing community organizations and leaders to disseminate information and create opportunities for individual and family actions toward preparedness and response.

4. Take the Lead Campaign Background Lessons learned from phase I of campaign shaped our current direction. Now focus on social mobilization, not just media and information dissemination. Campaign is also intended to help develop and refine models for future flu preparedness and response efforts.

5. Social Media’s Role in the Take the Lead Campaign Facilitates communication and engagement with current and potential Collaboratory partners and leaders. Partners use it to directly engage, inform, and motivate the community. Disseminate information Create opportunities for people to take action toward flu preparedness and response Social media helps mobilize partners and helps partners mobilize their communities.

6. Topics To Cover What Is Social Media? Using Social Media Strategically Social Media Tools Social Media Do’s and Don’ts Examples of a Social Media Strategy and How To Use Tools for Take the Lead Additional Resources Q&A Image Source: CDC: www.cdc.gov/h1n1flu/images.htm

7. Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about What Is Social Media? Slide Credit: wearemedia.org

8. Social Media Use Is GROWING 184 million bloggers 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips Frequency of social network site use is comparable across ethnic segments in the U.S. Slide Credit: wearemedia.org http://www.flickr.com/photos/dotpolka/34311984/ Source: Universal McCann Comparative Study on Social Media Trends April 2008

9. Social Media Successes

10. Where do you Photo: http://www.flickr.com/photos/livenow/146066254/

11. Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/

12. What Are Your Goals? http://www.flickr.com/photos/kevinsteele/267451343/

13. Whom Do You Want To Reach? http://www.flickr.com/photos/lou/3626227125/

14. Which Tools and Tactics Will Help You Reach Your Goals?

15. How Do I Choose My Tools?

16. Set Up Your Tools http://www.flickr.com/photos/mtneer_man/359117617/

17. Listen Photo: http://flickr.com/photos/yogi/1394932433/

18. Engage Your Leaders and Your Community Photo: http://flickr.com/photos/whyswomen/143360770/

19. Summary: Step-by-Step Strategy Determine Goals Identify Target Audience(s) Select Tools and Tactics Set Up Tools Listen to Local Conversations Engage! Photo: http://www.flickr.com/photos/pensiero/230717296/

20. Online Community Photo: http://www.flickr.com/photos/scottm/262491728/

21. Ning Social Network

22. Online Demo of Ning

23. LinkedIn

24. Facebook

25. Twitter

26. Local Twitter Search

27. Sample Tweets 6 local churches plan drive to develop flu plans w/families this Sunday. Join us! Let’s get 20 churches! More at www…. Weekly flu tip: Do you have the medical supplies you need at home if someone gets H1N1? Don’t wait! http://bit.ly/TTL

28. Blogs

29. Listening via Social Media Monitoring http://www.flickr.com/photos/bionicteaching/3629084631/

30. How Can You Keep Partners Motivated via Social Media? Post new information they can use daily, or at least several times a week. Check new messages on your social media accounts daily and respond as soon as you can, particularly for existing partners. Start to participate in discussions via Ning forums, Facebook pages, or Twitter and encourage partners to participate. Refer community inquiries about flu issues to appropriate partners and recognize their efforts.

31. Social Media Do’s and Don’ts http://www.flickr.com/photos/waderockett/171688464/

32. Share Photo: http://www.flickr.com/photos/angela7/534883941/

33. Be Authentic Be Relevant Photo: http://www.flickr.com/photos/feastoffools/3584066855 Photo: http://www.flickr.com/photos/gw1/2666052624/ Photo: http://www.flickr.com/photos/brewedfreshdaily89/2824125234/ Have Two-Way Conversations

34. Be an Enabler Conversations Sharing links/info Passionate communities Social support Photo: http://www.flickr.com/photos/sophistechate/2994734948/

35. Examples of a Strategy and How To Use Tools To Engage and Mobilize http://www.flickr.com/photos/magandafille/1548136685/ and phototrix.com

36. Sample Social Media StrategyCollaboratory Goal: Increase Flu Preparedness Among Families Increase local partner commitment to promote family flu plans for flu outbreaks using Take the Lead tools. Encourage parents to take actions to prevent illness and be ready in case they get sick.

38. Distribute sample materials to partners

39. Ask/answer questions in discussion forums

40. Coordinate events/media outreach

44. Ask Twitter followers, with a request to “re-tweet”

45. Join other community Facebook groups or “fan pages”

47. Remind people of clinic dates

48. Offer live updates from clinicsFacebook Twitter

50. Start discussions and post related links on Ning site, Facebook, and Twitter with tips to help people get supplies together on a budget

51. Provide ideas to partner organizations regarding how they can help people get started on gathering supplies (e.g., ask for donations at church services)

53. More Detailed “How-To’s” in the TTL Social Media Guide

54. Additional Resources and More Information For Take the Lead technical assistance contact your main campaign contact or Lori Agin at 404–260–1043; lagin@air.org For additional Take the Lead resources, see www.flu.gov/takethelead (to be posted in January 2010) For additional flu-related social media resources, see http://www.flu.gov/news/socialmedia/

55. Next Steps Develop a Q&A document to address any questions that we don’t get to answer today Provide a copy of these slides Set up a campaign Ning site Provide additional content resources for your social media networks Follow up with you regarding technical assistance needs Evaluate this Webinar

56. Questions? Photo: http://www.flickr.com/photos/oberazzi/318947873/