1. Evaluating Social Media on a Public Health BudgetbyAmelia Burke, MACarol Schechter, MA, MPHAED CDC National Conference on Health Communication, Marketing, and Media August 17-19, 2010 Presented: August 17, 2010
6. 6 3 out of 4 Americans use social technology - Forrester 1 word-of-mouth conversation has the impact of 200 tv ads - buzzagent 2/3 of the global internet population visit social networks - Nielsen
7. “This is no longer a gimmick. This is how the American people want to receive their news and want to hear from us.” – Nick Schaper, new-media director for House Minority Leader John Boehner 7
9. “You can’t buy attention anymore. Having a huge budget doesn’t mean anything in social media…The old paradigm was pay to play. Now you get back what you authentically put in. You’ve got to be willing to play to play.” – Alex Bogusky, co-chairman CP&B 9
16. basic program planning Identify Program Goals & Objectives Determine Strategies: Community interventions Digital media Policy PR Offline media Other Develop Tactics 16
26. Goal: Drive awareness through driving visibility of videos online
27. Unbranded campaign"The gecko and some of our other icons have a passionate fan base… No call to action, no website address or 1-800 number, just a bit of entertainment courtesy of GEICO." ~Ted Ward, VP of Marketing, GEICO 21
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29. Objective – Drive visibility of videos & engage with key consumer target on YT
46. what’s missing 23 Qualitative Audience Insights Iterative consumer engagement Strong fan connections are built through ongoing brand presence User favorites the channel “Hey Gecko how are you? I love your stuff and hope you post something new soon. You are the best :)” Brand says, “Thank you.” Leads to growth of subscriber-base “I refuse to believe that this is an official company page. It's too funny and not obnoxious (like other companies on the net that try to be "hip"). Either way, I LOVE it” User responds
48. basic program planning Identify Program Goals & Objectives Determine Strategies: Community interventions Digital media Policy PR Offline media Other Develop Tactics 25
94. CDC responded with this post30 Actions taken by audience and by brand Reach through Content Syndication Insights through consumer engagement with content
95. key take aways Set digital media goals for success as part of regular program planning Digital media goals should tie into overall program objectives but they are different Potential Digital Media Key Performance Indicators (KPIs): Reach, i.e. impressions, eCPM Insights, i.e. comments, survey results, etc. Action, i.e. responses by consumers, responses by brand 4. Added value for public health - earned integrations continue to deliver and drive costs down achieving efficiencies 31
97. key definitions Asset: Any piece of collateral developed and used in a campaign, i.e. image, video, audio, text, link, etc. Publisher: Any person online who has a platform, a network, and can post campaign information. This can include blogs, Facebook, Twitter, listing services, and other websites. Outreach: 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. Integration: Placement of brand content online Impression: 1 exposure of branded content to a consumer (online industry standard is 1 banner impressions) CPM: Cost per thousand impressions eCPM: Effective CPM, or the cost per thousand impressions after all impressions delivered have been tallied, (includes over delivery, viral spread, and added value) Share of Voice (SOV): Percentage of the overall ad space that your brands has as compared to the total amount possible BuzzMonitoring: Process of monitoring and measuring the buzz about your brand online across search and news portals, social networks, blogs, etc. Crowd Sourcing: Process of asking a community for ideas and/or feedback on an idea 33
