Social Media
Strategic Launch Playbook

Social Media Launch Strategy – Page 2
GUIDING PREFACE
Creating A Brand Experience
There is an inherent need to rethink user experience throughout the entire end-user
journey. This is becoming increasingly important to drive social media initiatives. From
the initial stimulus to the ultimate moment of truth, social media will play a critical ‘assist’
role for converting target audiences.
Social Media Should Not Be
Practiced in a Silo
Social media works best when combined and
leveraged with other marketing channels to
support communication goals and objectives.
Through integration, the power of exponential
reach and influence can be realized through a
seamless, multi-touch online AND
SEAMLESS brand experience.

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Social Media Launch Goals
Once the All of Us social media channels are established with best practices, content
programming, channel management, community moderation and influencer outreach,
the goals for our social media efforts will be aligned with the overall initiative objectives:
• Build general population awareness and education.
• Advance a position of improved future medicine through research.
• Stimulate and expand the social and online topical discussion.
• Build backlinks to drive traffic to the website.
• Create interest for participant App features and installs.
Optimization Through Key Performance Indicators (KPIs)
The KPIs and metrics which will govern our social media efforts will map and evolve to
overall initiative objectives and goals. Our intent will be to continuously measure and
optimize social media performance for month over month performance growth and
conversion impact.
KPIs will be designed and grouped into three main classifications:
1) Acquisitions (awareness)
2) Behaviors (engagements)
3) Outcomes (conversions)
Specific metrics designed to track each KPI will be put into place to analyze how well
each social channel is performing as they are aligned to our social media goals, as well
as for delivering better future performance.
Metrics for tracking and measuring social performance will include:
• Owned, Earned and Paid Media Influence.
(Reach and impressions x channel)
• Campaign Engagement Influence
(Shares, likes, views, retweets, etc.)
• Content Consumption and Viral Influence.
(Reach, shares, and impressions)
• Assisted Website Traffic and Conversions.
(Attribution x channel, socio-demos, DMA, device)

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Building Audiences on New Social Media Channels
At launch and for a short period thereafter, Fan and Follower audiences will be built
organically with paid support to be activated once the paid media campaigns are
underway.
The core intent is to grow audiences on each new channel through the quality of original
programming, the leveraged use of curated content, and the active engagement with
individuals through the proactive community management and the research of finding
and following like-minded people, organizations, and journalist/bloggers of common
interests.
The initial use of social media channels will include Facebook as the social hub with
Twitter and Instagram in support as secondary channels. Each channel will have a
unique purpose and use, and we will leverage the strengths of each channel for
maximum reach and influence.
Of note, at some point it will become important to activate larger follower audiences
which will require paid (promoted) support of our content and channels.
Audience Activation Through Key Influencers
Examples of the types of individuals and organizations that we will target to follow at
launch to support our own audience building efforts will include:
Luminaries
(Public Figures/Business Leaders/Health & Science Community)
- President Obama
- Hillary Clinton
- Francis S. Collins
- Eric Dishman
- Bill Gates
- Leah Binder
- Pamela Cipriano
Celebrities
(Notable social media and real-world high-profile influencers)
- Lance Armstrong
- Sofia Vergara
- Fran Drescher
- Sharon Osbourne
- Sanjay Gupta

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Initiative Partners
(Health Organizations/Partner Health Organizations/Retail Partners)
- Mayo Clinic
- American Heart Association
- Scripps
- Red Cross
- American Cancer Society
- WebMD
- Walgreen’s
- NIH
- American Medical Association
Media Outlets
(Health Journalists, Bloggers & Writers)
- NY Times
- Science Magazine
- Alice Park
- Maggie Fox
As a step to activate audiences of influence, we will proactively comment on and build
relationships by liking, sharing, and tagging relevant posts from pre-authorized outlets
and individuals. These actions will bring instant credibility and increased visibility to All
of Us social media channels.
Furthermore, these key influencers will help us establish our owned AOU social media
channels as solid sources of information, while increasing opportunities for garnering
new followers from the influencer’s own follower bases.
Daily community management on each social channel, along with ongoing identification
of new individuals, organizations, and media sources to follow and engage with, will be
necessary. This daily activity is a strategic part of community management and the
management of the social media channels.
Advocacy and Holidays
We will also work to engage with advocacy organizations via celebrating and creating
awareness for their designated week or day. (i.e., October is breast cancer awareness).
We have begun a calendar to monitor these specially designated time periods and will
engage with the larger audiences to create awareness through supporting these
organizations in their own awareness driving efforts.
https://drive.google.com/file/d/0B0lQGS5__zanWGxmMmdsZzdVSm8/view

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Leveraging A Content Library
We will share quality content across our social media channels from pre-authorized
content sources via the NIH. This practice is already being used by the NIH for
publishing All of Us news in major publications such as the New York Times or the
AMA. We have built an extensive content library over the past 6 months of articles
about Precision Medicine and the Initiative itself. This library was culled from NIH-
approved daily press coverage emails and will grow as the NIH press team adds more
links daily. The library can be seen here:
https://drive.google.com/file/d/0B0lQGS5__zanUXZhanJaaVk5ZG8/view
Sharing this type of content directly from trusted published sources will also allow us to
create awareness about All of Us within the publisher’s social following, thereby creating
the opportunity for one of their followers to become one of our followers.
Additionally, we will produce original content such as video (short- and long-form clips),
images, infographics, and live streams, to help us disseminate PMI information to key
audiences across each social channel.
Lastly, the practice of inserting relevant hashtags in posts (when appropriate and
advantageous) allows people to discover our content more easily. This will foster
greater awareness via each social channel’s specific search function. This is intended to
bring added exposure to the PMI social media channels and posts.
Social Media Channels for Launch
FACEBOOK
With 1.65B monthly active users, Facebook is viewed as a platform for
“storytelling.” Since Facebook users tend to enjoy sharing content and
connecting with other people and companies/brands, it is an effective
way to promote and disseminate All of Us information.
All of Us content needs to be interesting and seen as a natural fit with
users’ values, beliefs, and affinities. To increase chances of engagement, particularly
share-ability, content needs to resonate with varying persona types and demographics.
The more people who engage with All of Us content, the more frequently All of Us
content will appear in others’ Facebook newsfeed timelines.
Sharing the All of Us “story” via engaging published content, (such as news, photos,
video, live video streams, and updates), will help jump start our efforts to organically
build an audience, while also building trust and influence with followers over time as
relationships are nurtured.

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Channel Function
- General population awareness
- Inform and educate about All of Us
- Be a source of valued, curated information.
- Be an extended outlet for All of Us partner content (e.g., Walgreen’s or WebMD)
- Develop expanded interest and influence via “customer” community care (e.g.,
responding to questions; directing people to appropriate resources like FAQ, etc.)
- Livestream events for real-world experiences
- Create traffic to the website and interest for app installs.
TWITTER
The Twitter channel is considered a “broadcast” platform due to its short
bursts of info of 140 characters. It is a channel to share quick thoughts
and updates whereas Facebook content tends to keep conversations
going for longer engagements.
Since messages are brief, directing audiences to other sites for more
information is the norm, as well as sharing third-party curated content. A backlinking
strategy will be essential.
People follow on Twitter because they like ‘what you have to say’ and may want to
engage in conversation. It provides a good listening tool to find out what people are
saying about All of Us. It also provides a good platform for real-time updates aka “live
tweeting” to cover events.
#Hashtags are common on Twitter. The hashtag is typically placed before a relevant
keyword or phrase in tweets and categorizes tweets. Hashtags also aid in Tweet
discovery and search.
Channel Function
- News aggregator for relevant All of Us national and regional news
- Provide an extended outlet for All of Us partner content (e.g., Walgreen’s or
WebMD)
- Promote and share blogger and digital influencer All of Us content.
- Discover All of Us “ambassadors/influencers” via active listening.
- Develop expanded interest and influence via “customer” community care (e.g.,
responding to questions; directing people to appropriate resources like FAQ, etc.)
- Create traffic to the website and interest for app installs.

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INSTAGRAM
With 400M users, Instagram focuses solely on visual sharing and offers
a unique platform to showcase stories.
It is also particularly useful for capturing real-time moments, which gives
followers a chance to interact with All of Us in a more casual and real-
time way over other networks. Content on this channel will focus on the national launch
event, conferences, community stories, events such as regional launches, and digital
ambassador and influencer “takeovers”.
Channel Function
- Promote All of Us through visual storytelling with photos and short video.
- Develop expanded interest and influence via “customer” community care (e.g.,
responding to questions; directing people to appropriate resources like FAQ, etc.)
Other Channels and Content Curation Opportunities
Eric Dishman Blog
Weekly blog posts written by Eric Dishman, or ghostwriter, anchored on All of Us
website, discussing precision medicine and All of Us-related topics.
Channel Function
- Establish thought leadership/authority
- Generate awareness/provide information
- Drive traffic to All of Us website
- Serve as a repository of content
Consortium Partner and Community Outlets
(For partner promotion, event-specific, and community participation) TBD.
REDDIT “AMA” (Ask Me Anything)
An AMA is a moderated, live, hour-long, online interview on Reddit. Questions
are fielded and responded to in real-time.
It is recommended we host an AMA a few months after All of Us is officially
launched and there is more awareness and interest. Here is an example of
President Obama’s AMA in 2012 which was one of the biggest AMA’s ever to
take place.

Social Media Launch Strategy – Page 9
http://bit.ly/1zUo2Bu
Channel Function
- Tap into relevant communities, such as Health, to be a resource of All of Us
information and educational links and content.
- Generate greater overall initiative awareness.
Building Influence via an Influencer Outreach Strategy
To augment casual Influencer activation, a campaign to specifically identify online
influencers and ambassadors for All of Us will benefit relationship development, link
building, and content promotion.
Through daily community management, using social media as a tool, and fielding
recommendations from the social media committee, we will be able to identify
individuals who have a predisposed affinity for All of Us. This will be based on how
frequently they are posting about the initiative.
The goal will be to reach out to influential targets and ask if would like to participate in
any upcoming All of Us events, e.g., livestreams, tours/pop-ups, etc., and/or and ask
them to share specific All of Us content to their social audiences.
Community Engagements via Personalized ‘Customer’ Care
Once social media channels are up and running, each channel will function as an
informational source for Fans and Followers, as well as customer care channels.
As many people are “convenience-seeking” and are on mobile devices, it can be much
more efficient for them to reach out to the community manager on social media
channels.
When inquiries or questions about All of Us are posted on Facebook, Twitter, or
Instagram, we will respond and direct the inquiries to the right resources for answers.

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Community Engagements (continued)
For example.
• An individual from the public has a question that is covered in the FAQ, we will
direct them to the website.
• A question is more complicated than what the FAQ can answer, then we will
direct them to an 800 number.
• Questions from the professional health and science communities, we will direct
them to the website or the NIH website.
Handling Negative Posts
Part of having an online presence is that there will always be people who disagree with
your work, service, product, concept, process, or organization, etc.
Due to some aspects of All of Us’ complexity, we expect to have some negative
feedback.
The internet provides a filter between people – including individuals and organizations –
which allows individuals to feel completely uninhibited in their speech.
The approach to this type of commentary or feedback, guidelines will be put into place
and initially be as follows:
• We will address the complaint rather than ignore it, as that tends to exacerbate
the situation. We will engage the individuals to discover what can be done to help
them.
• When and where it’s most appropriate, we will take the conversation offline (off
the social channel) and contact individuals via direct message, ask them to call
the 800 number, or provide them with an email address to discuss the matter to
produce a more satisfactory outcome.
• Of note, some individuals will never email for resolution. Instead, some just want
a public forum to complain and be heard. On such occasions, we will remain
professional and continue to offer help and assistance with transparency,
honesty, and integrity.

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Automated Alerts & Filtering
In addition to being proactive in monitoring posts and the online discussion for negative
comments, we will also be monitoring and flagging potential negative keywords.
Facebook offers this added layer.
Filters and automated alerts will be set up for us to respond as quickly as possible to
events which could harm the brand and its image. Of added note, Twitter and Instagram
don’t have this feature.
Some example key words we will include in the filter:
• Profanity
• Female/male genitalia and their slang terms
• Government, conspiracy, privacy, breach, hack, NSA, aliens
• Animal, animal testing
• Genetic testing, bioethics, unethical
If we deem a response is required for any flagged post, we will respond according to the
guidelines for ‘negative posts.”
If we encounter “internet trolls” (people who deliberately provoke others through
arguments, inflammatory posts, or off-topic messages, online), we will invoke our right
to “hide” their comments on Facebook.
As a rule of thumb, the better course of action is to hide the post rather than to “block”
these individuals, as blocking may incense them and motivate them to continue trolling.
For Twitter and Instagram, however, there is no “hide” option, so we we’ll need to
invoke “blocking” on a case-by-case basis. This will be determined by measuring the
potential negative repercussions in each case as it evolves.

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Leveraging Technology
SPRINKLR | Social Media Management Platform
We have subscribed to a social media management platform to manage
our social media activities with greater efficiency. Using the management
platform, we will be able to plan content, route workflow, gain approvals,
schedule, and publish content, promote (paid) content posts, monitor
ongoing social media / online discussions (and sentiments), curate
content, and engage with the community and respond to requests and
commentary.
In addition, we will be able to use the platform for market analysis and influencer
research to develop complementary strategic marketing efforts.
Sprinklr is a leading platform and is already in use at the HHS for an anti-tobacco
campaign.
Partner Collaboration
Consortium Conference Calls and Facebook Group
Since there are many partners involved in All of Us, we propose creating a
social media bi-weekly conference to discuss insights and learnings which
will include all partners who are active in the consortium and are using their
own social media channels to promote the Program. The community
managers actively running the day-to-day social activities would comprise
the members.
The goal is to meet and talk as a group about best practices, what’s
working, what’s not working, and to share real-time valuable experiences
for the benefit of all. We will also establish a private Facebook group for
sharing these best practices between calls and for sharing content.

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Partner Collaboration (continued)
Additionally, each marketing partner will have a wealth of original and third-
party content that they will be using in their individual marketing efforts. A
goal for everyone in the consortium should be to expand each partner’s
individual content library by leveraging these owned and curated assets as
a group.
For example, corporate and retail partners like WebMD and Walgreen’s
can be expected to have an abundance of health content targeted to their
consumers. Conversely, WONDROS will have an abundance of creative,
original branded content, which in some cases could be published and
promoted across owned assets.
We will encourage our partners to share content for cross-pollination of
their individually owned digital (social media) assets, as well as to provide
support for each other’s campaigns.
For example, with the national launch of the All of Us social media channels, we
will ask All of Us corporate, retail, health, and regional partners with established
social media channels, to send out messaging to welcome PMI and an ask to
follow the PMI social media channels.
An example of a Facebook or Twitter post follows:
Twitter
[from @WebMD]
We’re excited to be a partner of @AllOfUsPMI! Follow them to learn more about
the #PrecisionMedicineInitiative.
Facebook
[from @TheMayoClinic]
We’re excited to be the Research Biobank for @AllOfUsPMI! LIKE their page to
learn more about the #PrecisionMedicineInitiative

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Channel Content Launch Playbook
FACEBOOK
Demographics
72% of US adults online, Male, female, ages 18-60+, skews female; rural,
suburban, urban areas, at every income level and education background;
diverse ethnic backgrounds; popular with middle-aged adults.
Target Audience
Potential All of Us participants; national disease and conditions
organizations.
Content Types
All of Us News links to update audience.
 Press from national media outlets.
 Press from regional media outlets.
 Researcher/expert press interviews
° Article links
° Video links
Video content explaining the PMI background AND history.
 All of Us Anthem video
° Community video
° Full length
° Short clips
The story of Eric Dishman’s personal experience with precision medicine
(and similar stories)
 Full length
 Short clips
Internal researcher/expert interviews
 FAQs
 Full length
 Short clips addressing specific issue.

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Channel Content Launch Playbook (continued)
Photos/images
• Infographics showing the history of All of Us
• Photos from events (e.g., conferences, launches), behind the scenes
(e.g., facility tours), stills from community video clips, etc.
Influencer/blogger content
• Share social media influencer content such as photos, video, and
interviews from All of Us national and regional events.
• Share blogger articles, photos, interviews.
Partner content
• Share All of Us corporate partner content, e.g., All of Us blog posts
from Walgreen’s, WebMD
• Share All of Us regional content, e.g., news from PA Cares
Facebook Live
As video performs well on Facebook, their version of livestream video,
Facebook Live, will allow an audience to connect with All of Us in real-
time. When an event is livestreaming, followers can react instantly, and
need not watch the entire video to get to the parts that interests them.
Once the livestream is finished, the video remains on the Facebook page
for others to view, engage with later, and to share. With the launch of All of
Us, there will be high interest and many questions to field. For the first
quarter, we recommend monthly, one hour long, Facebook Live events to
explain what All of Us is and how it will affect the future of peoples’ health.
Topics for the months afterwards will focus on the All of Us process.
Example FB Live Topics
January 2017
Interview with Eric Dishman, Director, All of Us Research Program, NIH,
discussing All of Us with the public – “What is All of Us? What is in it for
me? What is expected of me if I volunteer?”

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Channel Content Launch Playbook (continued)
As part of the national All of Us launch, feature Eric Dishman being
interviewed for an hour on Facebook Live, talking about what precision
medicine is, what it means for the future of peoples’ health, and host a
moderated Q&A. Also, he can speak about his personal experience with
precision medicine.
Days before the event, questions to ask Eric Dishman will be crowdsourced
from All of Us social media channels ahead of time. A moderator will use
those questions during the interview and will take a few live questions, as
well, for Eric to respond to during the event.
February 2017
Interview with Regina James, MD & Director of Clinical & Health Services
Research Branch, NIH on Minority Health & Health Disparities, discussing
what All of Us means for minorities and their health.
As part of the national PMI launch, feature Regina James being interviewed
for an hour on Facebook Live, talking about what PMI means for minorities
and their health.
Days before the event, questions to ask Regina James would be
crowdsourced from All of Us social media channels ahead of time. Moderator
will use those questions during the interview and will take a few live
questions, as well, for Regina to respond to during the event.
March 2017
Interview with Eliseo J. Perez-Stable, MD & Director, NIH on Minority Health
& Health Disparities, discussing what All of Us means for minorities and their
health (Spanish-speaking)
As part of the national All of Us launch, feature Eliseo J. Perez-Stable being
interviewed for an hour on Facebook Live, talking to Spanish-speaking
communities about what All of Us means for minorities and their health.
Days before the event, questions to ask Eliseo J. Perez-Stable would be
crowdsourced from PMI social media channels ahead of time. Moderator will
use those questions during the interview and will take a few live questions, as
well, for Eliseo to respond to during the event.
PMI presence at March 10-14, SXSW Conference coverage, Health Track
https://www.sxsw.com/conference/health

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Channel Content Launch Playbook (continued)
Participation at SXSW Conference with Eric Dishman or tech person such as
Praduman Jain in a Featured Session, Round Table or Panel to discuss All of
Us (health and technology) and livestream, if permitted.
April 2017
Interview with Praduman Jain, MSEE, CEO, Vibrent Health, discussing Data
and security.
As part of the national All of Us launch, feature Praduman Jain, being
interviewed for an hour on Facebook Live, discussing all things data for All of
Us. What/how is data collected, how data is stored, how secure is data, etc.,
and host a moderated Q&A.
Days before the event, questions to ask Praduman Jain will be crowdsourced
from All of Us social media channels ahead of time. Moderator will use those
questions during the interview and will take a few live questions, as well, for
Praduman to respond to during the event.
May 2017
Interview with Carolyn Hutter, PhD, Program Director, NIH, discussing what
data is used for All of Us, how it’s interpreted and organized.
As part of the national All of Us launch, feature Carolyn Hutter, being
interviewed for an hour on Facebook Live, talking about how data is used and
have a moderated Q&A.
Days before the event, questions to ask Carolyne Hutter will be crowdsourced
from All of Us social media channels ahead of time. Moderator will use those
questions during the interview and will take a few live questions, as well, for
Carolyn to respond to during the event.
June 2017
Interview with Stephen Thibodeau, PhD, Co-Director, Mayo Clinic, discussing
process of what happens with a bio-specimen when it gets to the Biobank.
As part of the national All of Us launch, feature Stephen Thibodeau, being
interviewed for an hour on Facebook Live, talking about the process once bio-
specimen is received, and host a moderated Q&A.

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Channel Content Launch Playbook (continued)
Days before the event, questions to ask Stephen Thibodeau will be
crowdsourced from All of Us social media channels ahead of time. Moderator
will use those questions during the interview and will take a few live
questions, as well, for Stephen to respond to during the event.
July 2017
Digital influencer or blogger conducting a live “behind the scenes” tour of
Mayo Clinic Biobank.
As people tend to trust the recommendations of digital influencers, we will
invite a vetted key health blogger or digital influencer (who could potentially
also be an All of Us volunteer) to tour a facility as an “Ambassador for the
day” and “report” live for up to an hour.
The Ambassador will conduct short interviews along the tour with
researchers, tech people, health staff, etc., about All of Us and their roles with
the program.
Days before the event, questions for Ambassador to ask would be
crowdsourced from All of Us social media channels ahead of time. When
appropriate, Ambassador will ask some questions during the interviews and
will take a few live questions, as well. The Ambassador will also follow the
process of what happens with his/her bio-specimen at the Biobank.
TWITTER
Demographics
Ages 18-59, educated, higher income than Facebook users, with younger
users getting their news here. Diverse backgrounds, Caucasians, African
Americans and Hispanics.
Target Audience
Potential All of Us participants, African Americans, Hispanics (English and
Spanish-speaking), media outlets, journalists/writers, scientists, healthcare
professionals.

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Channel Content Launch Playbook (continued)
Content Types
Links to All of Us resources/website with email to sign up for more info.
 PMI news coverage links, announcements, background/history
 Infographics
 Photos
All of Us national partner content
 All of Us corporate partner content, e.g., Walgreen’s, WebMD
 All of Us regional partner content, e.g., San Diego Blood Bank,
University of Pittsburgh
All of Us short video clips
 Live tweeting at events and conferences, e.g., White House Frontiers,
SXSW
 Eric Dishman “PMI Minute” video
Twitter chats (#AoUChat)
A Twitter chat is an organized online discussion about a topic, associated
with a specific hashtag (#AoUChat). It is a good opportunity to accelerate
growing the All of Us Twitter audience.
Twitter chats offer an opportune way to engage with the Twitter
community while simultaneously sharing knowledge as a thought leader.
Together these will create awareness and exposure
People who are there to participate in the Twitter chat are more likely to
retweet, like and reply to tweets.
The typical format of hosting a Twitter chat is an hour long, live Q&A
session which is moderated. Once a topic is chosen for a Twitter chat,
questions can be crowdsourced and vetted in advance of the scheduled
chat to ensure that responses within the 140 characters are coherent.

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Channel Content Launch Playbook (continued)
Content Types
There will always be ongoing questions about All of Us: what it is, and how it
works. Addressing the ten most frequently asked questions on a regular basis
and in real-time on Twitter will create trust and transparency.
Recommend bi-monthly Twitter chats for the first several months with an All
of Us researcher/expert (Spanish-speaking, as well) to review FAQs with the
Twitter community, along with other All of Us topics.
Example Topics
January 2017
What is All of Us and review All of Us FAQs.
Host chat with Eric Dishman or Frances S. Collins
What is PMI and review All of Us FAQs (Spanish-speaking).
Host chat with Martha L. Daviglus, MD, PhD, Associate Vice Chancellor for
Research, Executive Director, Institute for Minority Health Research,
University of Illinois, College of Medicine
February 2017
What is All of Us, and what it means for minorities and their health.
Host chat with Regina James, MD & Director of Clinical & Health Services
Research Branch, NIH on Minority Health & Health Disparities
What is All of Us, and what it means for minorities and their health
(Spanish) Host chat with Eliseo J. Perez-Stable, MD & Director, NIH on
Minority Health & Health Disparities
March 2017
What is All of Us and review All of Us FAQs.
Host chat with Akinlolu Ojo, MD, PhD, MBA, Associate Vice President,
Clinical Research & Global Health Initiatives, University of Arizona Health
Services
What is All of Us and review All of Us FAQs.
(Spanish) Host chat with Anna McCollister-Slipp, Chief Advocate for
Participatory Research, Scripps Translational Science Institute

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Channel Content Launch Playbook (continued)
April 2017
What happens with my All of Us data?
Host chat with Praduman Jain, MSEE, CEO, Vibrent Health, discussing PMI
data, what/how is data collected, how data is stored, how secure is data, etc.
What is All of Us and review All of Us FAQs
(Spanish) Host chat with Anna Napoles, PhD, MPH, Professor, Department
of Medicine, University of California, San Francisco
May 2017
What data is used for PMI, and how is it interpreted and organized?
Host chat with Carolyn Hutter, PhD, Program Director, NIH
What is All of Us and review All of Us FAQs.
Host chat with Robert Winn, MD, Associate Vice Chancellor for Community
Based Practice, Director, University of Illinois Cancer Center, University of
Illinois Hospital & Health Sciences System
June 2017
All of Us personal story.
Locate someone whose health has benefitted from genomic medicine (Eric
Dishman?) and is willing to participate in a Twitter chat.
INSTAGRAM
Demographics
Of their 200M users, 53% are between ages 18-29. Besides young adults,
women are particularly likely to be on Instagram, along with Hispanics and
African Americans, and those who live in urban or suburban environments.
Target Audience
Potential participants, Hispanics, African Americans, millennials

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Channel Content Launch Playbook (continued)
Content Types
National launch event
Images
Short video
Community stories
Images
Short video
Eric Dishman’s Weekly “PMI Minute”
Short video thoughts on All of Us
One-minute video clips of Eric Dishman sharing thoughts on precision
medicine and All of Us. Can be a simple as Eric doing a video selfie from his
cell phone or someone in his office taking video and then sending it to the
WONDROS team for editing and uploading to Instagram, Facebook, and
Twitter.
Regional events
All of Us participation at Conferences
White House Frontiers
SXSW Health Conference
Instagram Takeovers
An Instagram takeover is when a special guest (external or internal) is
invited to temporarily manage the All of Us Instagram account to
provide a behind the scenes look at an event from a different
perspective.
Recommend quarterly takeovers to start. Can increase in frequency
once we know what events, tours, or launches are happening.

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Channel Content Launch Playbook (continued)
Example Takeover Topics
Follow an All of Us scientist for a day.
As people tend to trust the recommendations of digital influencers, we
would invite a vetted influencer to follow an All of Us scientist for the day to
learn about All of Us, take photos, video, and conduct minute-long video
interviews.
What happens at an All of Us mobile/pop up event?
This perspective will be told from an “on the ground” All of Us staff member
at a mobile/pop up event who will take photos and short video during the
event to provide a “behind the scenes” perspective.
All of Us presence at national conferences such as upcoming SXSW.
Send an influencer or a choose an All of Us staff member present at the
conference, to take photos and short video of what’s going on at the
conference and at the All of Us booth. Talking to people who stop at the All
of Us booth and asking them about their thoughts on All of Us.
What happens to a bio-specimen. Tour of the Mayo Clinic Bio-Bank.
Given the impact digital influencers have, we would invite a vetted key
health blogger or digital influencer (who could potentially also be an All of
Us volunteer) to tour a facility as an “Ambassador for the day”.
Ambassadors will take photos and conduct up to one-minute-long
interviews during the tour with researchers, tech people, health staff, etc.,
about All of Us and their roles within the program. These Ambassadors will
also follow the process of what happens with their bio-specimens at the
Biobank.
Community support of All of Us through photos.
Have an influencer, from his/her Instagram account, talk about All of Us
and tell their audience how they can each be instrumental in the future of
others’ health. Ask their audience to take a photo of what this means to
them, post to their Instagram accounts with #AllofUs. Influencer will then
review the images and repost to the All of Us Instagram account.

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Channel Content Launch Playbook (continued)
OTHER CHANNELS
ERIC DISHMAN BLOG
Weekly blog posts written by Eric Dishman or ghostwriter, anchored on All of
Us website, discussing precision medicine and All of Us-related topics.
Chanel Function
Establish thought leadership/authority.
Generate awareness/provide information.
Drive traffic to All of Us website.
Serve as a repository of content.
Target Audience
Potential participants, media, partners, potential partners, researchers,
healthcare professionals
Content Types
All of Us discussion
History of precision medicine
Welcoming new partners to All of Us
All of Us process
Sharing thoughts
Guest blogger posts
Interviews
Photos/images
Infographics
Partner content
Share All of Us corporate partner content, e.g., All of Us blog posts from
Walgreen’s, WebMD
Share All of Us regional content, e.g., news from PA Cares for Us

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Channel Content Launch Playbook (continued)
REDDIT
With 234 million users, Reddit is one of the most popular and useful social
media news sites and discussion platforms. It is known as the “front page” of
the internet” as Reddit is where most content is discovered before it becomes
viral. It is a source for what’s new and popular on the internet. It differs from
Twitter in that its content is curated by the community.
Chanel Function
Share, discuss and rate/upvote news to determine what content rises to the
top of community pages and, by extension, the public home page of Reddit
Disseminate information through AMA.
Demographics
Ages 18-54, 53% male, 47% female, students, tech, urban/suburban areas
Target Audience
Potential participants, Hispanics, African Americans, millennials, tech people,
students, media
REDDIT “AMA” (Ask Me Anything) Ideation
An AMA is a moderated, live, hour-long, online interview on Reddit. Questions
are fielded and responded to in real-time. Recommend an AMA a few months
after All of Us is officially launched when there’s more awareness and interest.
Again, here is an example of President Obama’s AMA in 2012 which was one
of the biggest AMA’s ever to take place. http://bit.ly/1zUo2Bu
April 2017
Moderated AMA with Francis S. Collins or Eric Dishman answering questions
on precision medicine and All of Us.

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Channel Best Practices
GUIDELINES FOR SOCIAL MEDIA CHANNELS
1. Following individuals, companies, organizations, media, and luminaries.
• Health, science, medical relevance.
• Current events, pop culture relevance.
• Use caution with interacting on public pages like commenting on their posts.
2. Reposting/retweeting All of Us news from national or regional media news
outlets that have been previously approved by the NIH.
• Recognized, trusted media sources such as the NYT.
• Ensure that views are balanced.
3. Reposting/retweeting content from individuals, companies, organizations,
and luminaries
• No offensive, derogatory or disrespectful content that targets racial, ethnic, sexual,
religious, and physical disability.
• No inappropriate content.
• Avoiding sensitive topics.
• Avoiding negative posts, tweets, and blasts.
4. Engaging in conversation with followers.
• When it makes sense to do so
• Use caution when/if discussing issues where emotions run high (e.g., politics and
religion), and show respect for others’ opinions.
• No posting confidential or non-public information.
• Use caution in responding to offensive or negative posts.
• Direct individuals to appropriate resources such as FAQ, when appropriate or
necessary.
5. Inserting All of Us in trending topics.
• When it makes sense to do so, e.g., #MondayMotivation or national health
organization observances like #BreastCancerAwareness.
6. “Like” or “Favorite” social media posts from individuals, companies,
organizations, and luminaries.
• No offensive, derogatory or disrespectful content that targets racial, ethnic, sexual,
religious, and physical disability.
• No inappropriate content.
• Avoid sensitive topics.
• Avoid negative posts, tweets, and blasts.
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BI-LINGUAL (Spanish) Best Practices
SPANISH-LANGUAGE ONLINE ENGAGEMENT
Studies have shown that Spanish-dominant Hispanics prefer to learn about
important information such as health care in their native language – Spanish.
According to the Hispanic Pew Center, in recent years, some of the largest
gains in internet use have been among immigrant Hispanics and those who
are Spanish dominant. As a result, internet use among Hispanic adults
continues to grow, though at a slow rate.
When reaching out to U.S. Hispanics, we need to consider the following:
• U.S. Hispanics are diverse and come from many different countries.
• The largest growth of the Hispanic community is coming from 2nd
and 3rd
generation Hispanics.
• Many Hispanics online in the United States are visiting English language
sites.
• U.S. Hispanics are looking for cultural cues from organizations.
demonstrating an understanding of Latino nuances, values and dynamics.
In terms of social media sites, the percentage of Hispanic Internet users on
Facebook is about 73 percent compared to 71 percent of whites on
Facebook; Instagram 34 percent, and Twitter about 25 percent.
We will work closely with our Hispanic social media partners to translate key
messages and culturally relevant content on a consistent basis to encourage
engagement within the Hispanic community.
Considering that there will not be separate Spanish language “All of Us”
social media handles, we recommend utilizing the All of Us pages on Twitter,
Facebook, and Instagram as bilingual platforms. This way we can post from
time to time in Spanish and demonstrate our commitment to communicate
and stay engaged with diverse audiences.

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Bi-Lingual (Spanish) Best Practices (continued)
How will it work?
Develop a robust Hispanic social media editorial calendar.
Hispanic social media editorial calendar provides an overview of the kind of
content we will push in the upcoming weeks and months of the campaign.
The Hispanic social media editorial calendar will include translated and non-
translated messages (messages that are in-culture), dates and times of
postings, designate what channels will be used, and highlight URL links or
images/videos that will be appropriate for Hispanic audiences.
Monitor and Respond
The All of Us social media team will alert the Hispanic social media team
when there are questions or responses in Spanish on the All of Us social
media pages so we can quickly reply and engage with people in their
preferred language and in-culture. The goal is to have an open dialogue to
answer questions and encourage Hispanics to participate and share their
positive experiences.
PAID MEDIA ADS ON SOCIAL NETWORKS
The social media landscape is constantly evolving. With newer networks
rising to prominence, new technology increases user participation and real-
time content, while existing networks enhance their platforms and products
(e.g., Facebook Live). Organic reach is also shrinking as major social media
networks are downplaying organic posts in favor of paid posts to monetize
their platform. Despite the “pay to play” environment, paid social media
combined with organic social media is an effective strategy to reaching
audiences quickly, especially since the All of Us social media channels will be
new.
Organic social media refers to the free tools (creating an account/page, etc.,
to publish messages) provided by each social network to build a community
and engage with it, sharing posts, liking, and responding to comments.
Paid social media refers to paying for ads and sponsored messages (text,
image, video, carousel formats, etc.) on social media networks based on

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Paid Media Best Practices (continued)
target demographics. A cost is incurred depending on the type of ad and are
charged based on the number of times the ad has been clicked (per-click
basis).
Often there are challenges with reaching people via organic reach. With
particular algorithms set to encourage peer-to-peer sharing vs. organization-
to-follower sharing, Paid social media is an important part of any growth
initiative.
Paid social media can amplify organic content, using social media channels’
ad tools to target audiences. For example, if the intent is to target the
Spanish-speaking Hispanic community with a Spanish language All of Us
video, we can do so with a paid post on Facebook. Only Spanish-speaking
Hispanics will see the post. Another example is to target audience on the All
of Us Facebook page, running a paid “LIKE” ad campaign that includes
targets, as well. Those in the target will see the “LIKE our page” ad. Twitter
and Instagram also have ad targeting capability which we would use similarly
for paid ad campaigns on each respective channel.
Paid social media will also allow us to achieve specific reach into specific
populations, geographic areas and age groups across some of the social
media channels such as Facebook. When we need to increase visibility with a
particular population, Paid social media offers the ability to showcase specific
content directed toward that population in an authentic and meaningful
manner.

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FINAL RECAP | SUMMARY
As seen in the information above, the execution and management of the social
media channels is an ongoing and complex effort. We will have a devoted
community manager working with our strategists and creative directors on the
above efforts. Our social media channels will be managed with care, kindness,
enthusiasm, and empathy. We intend to convey the core values of the All of Us
program with our content and our engagement and activate these channels as
a successful vehicle for awareness and enrollment.
For more information, or to share thoughts, opinions and/or recommendations,
feel free to contact:
Daniel McKean, Digital Strategist & Analyst, WONDROS
danielmckean@wondros.com
(949) 338-4762 (cell)

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