IN 10 MONTHS TIMEYOU WILL BE IN CHARGE OF PUBLIC HEALTH WHAT WILL YOU DO?
WHAT ROLE WILL SOCIAL MEDIA PLAY IN YOUR PUBLIC HEALTH CAMPAIGNS? 80% of document remaining
UNDERSTANDING THIS WILL HELP YOU… • Target activity at social media to deliver cost-effective campaigns • Optimise marketing campaigns for audience expectations • Plan and benchmark marketing communications to demonstrate value for money • Gain unique insights to inform planning and delivery of public health campaigns • Access unmediated quantitative and qualitative insights to build a more naturalistic picture of attitudes and behaviour 60% of document remaining
THE TRUFFLENET SOLUTION 3 s 4 ContentExecutive Summary 1: Section emes: ion to th Introduct • A study of 3,000 comments by social media Section 2: Obesity use Alcohol ab ssation 6 7 ce Smoking users in England and Wales about public health Focus q uestions bout pub lic healt h? d bate a 3: Section hat pro mpts fore pics: 1. W search results code d to All Advice • A 30+ page written report with qualitative and Persona Affects l behaviou r nce l experie mpaign Persona n minent o eness ca 15 quantitative insights Advertis ing / awar are mos t pro Activity of pu bli c health aspects 2 . Which ouped as follows: l media? by search term, gr socia arch results • Data tables segmented by region Volume of Obesity se weight - Lose eight - Losing w se Alc ohol abu inking - Binge dr • Conclusions and recommendations for effective - Drink problem cessatio Smoking oking n h people 22 - Quit sm oking ectly wit public health campaigns - Stop sm y to en gage dir portunit avioued? cording to: r is the op their beh 3. What odify rsonal behaviour, analys ac to m looking lts coded for pe resu All search habits) (to change 26 Planning bit) viour) t (bad ha t bad beha ld be ich shou Regre / pride (a Boasting s wh variation ere regional 4. Are th ed? h and W elsh regi on sider lts segmented by Englisby region con ch resu cuss 30 se to dis ted e) segmen people u All sear (by them rch results Sea nels do dia chan s ocial me 5. Which lth? pu blic hea d by social media ebsites / users channel gmente aring w 3 Results se t frequently appe rm theme Top 10 m os gm ented by search te 40% of document 3 R esults se ns d Recom mendatio remaining Concl usions an 4: Section gies ethodolo ix and M Append health? ote public ia to prom social med ities use local author How can
THE TRUFFLENET SOLUTION - DELIVERABLES REGIONAL VARIATIONS Results by region How can local authorities use social media to promote public 3% 5% 20% Strongly negative 5% Scotland 9.3% of health? Negative 60% conversation Balanced 12% participants 12% Positive 20% were 60% 60% Strongly positive 3% from Yorkshire & North Humberside East Northern Ireland 8.8% of An analysis of social media conversations North Yorkshire and Humberside conversation participants 11.0% of conversation focused on promoting public health in the United were West participants were East from the East of from the Northwest Midlands Kingdom England. West Midlands East England Wales Greater South London 21.9% of South West East conversation participants were 12.7% of conversation from Greater participants were from London the South East Results by gender Treat Bag 0.1% 0.4% Pouch 0.5% This report is designed to answer seven questions Single Bag 2.8% 0.3% 1.6% relating to social media conversations concerning, using data from the online environment. Big Bag 1.1% 2.5% Large Box 0.1% Maltesers Milkshakes 0.3% 0.1% Ice Cream 0.3% 0.1% Web, based on the search term between 23 0.2% Hot Chocolate 0.5% 0.7% November 2011 and 2 December 2011. This Celebrations 0.9% search was conducted during the period leading White Chocolate Single 1.3% 1.9% up to Christmas including the start of Advent. Bag 1.9% Therefore mentions of seasonal are key features within results. Box 6.5% 7.9% During the search the system returned a total of 2055 results. From these results we extracted 2007 that were relevant to this analysis. Those 2007 results provided 23,922 separate pieces of data that have been used throughout this analysis. Advent Calendar 11.5% That is a ratio of 11.9 pieces of data per relevant result (N.B. an explanation of data and results 9.4% terminology is contained in the introduction). The following section addresses each question with a summary answer, drawn from the information that is presented in this report: Male Results Female Results n=738 n=982 @CoachHuggs this is a quote regarding public health in the uk, this is 20% of document a quote regarding public health in local authorities in the uk, this is a quote remaining @tymac721 How can local authorities use social media to promote public health? 2Front page of report Example of data results tables indicated by region and by gender
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