NIC Pre-teen Prez Final


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NIC Pre-teen Prez Final

  1. 1. The Power of the Mommy Blogger In Disseminating Pre-Teen Health Information Online<br />byAmelia Burke, MAAED Center for Health Communication<br />CDC National Immunization Conference<br />March 28-31, 2011<br />Presented: March 31, 2011<br />
  2. 2. 1 word-of-mouth conversation has the impact of 200 tv ads*<br />2<br />*bzzagent<br />
  3. 3. today’s goal<br />3<br />
  4. 4. demonstrate the power of mommy bloggers to disseminate pre-teen vaccine information<br />4<br />
  5. 5. 5<br />
  6. 6. 6<br />
  7. 7. with the advent of web 2.0<br />7<br />
  8. 8. 8<br />
  9. 9. 9<br />
  10. 10. so why mommy bloggers?<br />10<br />
  11. 11. 11<br />Parenting and pregnancy websites are the top source moms and expectant moms use to learn about products and services.<br />eMarketer<br />
  12. 12. 12<br />3.9 million women with children write blogs in the US. By 2014, that number will jump to 4.4 million.  <br />eMarketer<br />
  13. 13. 13<br />90% of moms are online vs. just 76% of women in general and 66% of moms believe word of mouth is credible. <br />eMarketer<br />
  14. 14. 14<br />55% of active (daily) social media moms said they made their purchase because of a recommendation from a personal review blog. <br />Technorati<br />
  15. 15. 15<br />Of the 3.9 million mom bloggers, only 13% of them primarily write about parenting and 9% about family updates. That means mom bloggers are vastly more likely to write about topics other than being a mom. <br />Technorati<br />
  16. 16. CDC’s pre-teen vaccination campaign<br />16<br />
  17. 17. the idea<br />17<br />
  18. 18. 18<br />increase awareness amongst moms/parents of the CDC’s latest pre-teen vaccination recommendations<br />
  19. 19. what did we do?<br />19<br />
  20. 20. planning framework<br />Through Publisher Communication<br />Campaign Visibility & Consumer Activation<br /><ul><li> Reach
  21. 21. Insights
  22. 22. Actions</li></ul>Direct-to-Consumer (DTC) Communication<br />Digital Media Planning Process<br />Sustained Paid Media<br />Paid Digital to Support Key Brand Events<br />
  23. 23. the plan<br />Through Publisher Communication<br />Direct-to-Consumer (DTC) Communication<br />Digital Media Planning Process<br />Sustained Paid Media<br />Paid Digital to Support Key Brand Events<br />
  24. 24. twittermoms: what was done<br />What is Twittermoms?<br />Network of 25,000 online-savvy moms who blog and tweet<br />In order to engage the Twittermoms community in an authentic way, the following were done:<br />Identified and vetted moms with whom the vaccination messages would resonate & who are interested in pre-teen vaccination/health<br />Invited these moms to blog & tweet on the topic <br />Developed and used custom rich media “social” widget to maximize reach and impact<br />Posted widget on quality mom sites to reach the targeted audience<br />Pulled CDC campaign content from moms’ blogs into branded widgets installed across moms’ blogs<br />Measured everything, i.e. blog and Twitter impressions<br />“Reach one Twittermom and connect <br />with 5,000<br />moms who trust her.”<br />
  25. 25. publisher outreach: what was done<br />What is Publisher Outreach?<br />The act of reaching out to publishers and other writers online to introduce the campaign, provide campaign resources, and engage them to post about the campaign on their online platform.<br />Developed and vetted list of online publishers to reach out to that would be interested in this information<br />Developed messaging to reach this list<br />Proactive outreach to generate placements of campaign content – at no cost<br />Monitored placements on an ongoing basis<br />
  26. 26. the results<br />24<br />
  27. 27. evaluation framework <br />Actions taken by audience and by brand<br />Insights through consumer engagement with content<br />Reach through Content Syndication <br />achieved through:<br /><ul><li> impressions
  28. 28. CPM
  29. 29. CTR
  30. 30. views
  31. 31. length of time online
  32. 32. site traffic
  33. 33. assets placed
  34. 34. buzz monitoring </li></ul>achieved through:<br /><ul><li> one-to-one messaging
  35. 35. polls
  36. 36. surveys
  37. 37. value of a fan
  38. 38. influence
  39. 39. comments
  40. 40. crowd sourcing</li></ul>achieved through:<br /><ul><li> requests for information
  41. 41. questions answered
  42. 42. face-to-face integrations
  43. 43. materials shipped
  44. 44. new opportunities </li></li></ul><li>Reach through Content Syndication <br />Insights through consumer engagement with content<br />Actions taken by audience and by brand<br />4,259,349 Impressions delivered<br />Communication of pre-teen immunization recommendations achieved<br />Campaign generated positive buzz<br />25 publishers participated <br />Vetting process proved successful in achieving positive buzz and ensuring no negative backlash<br /> eCPM: $3.52<br />Top mom network participated in campaign garnering heightened exposure for the campaign<br />28,216% increase in natural search results on Google search engine for brand using “pre-teen vaccination” search phrase<br />Identified community for future retargeting<br />Having client buy-in was crucial to the success of this campaign and allowed for responses to happen in a timely manner<br />Publisher outreach works for immunization campaigns<br />Impressions continue to deliver<br />26<br />
  45. 45. key take aways<br />Moms are influential – networked!<br />Moms are an efficient means for information dissemination<br />Posts continue to deliver – long after a campaign is over<br />27<br />
  46. 46. thank you!amelia <br />28<br />