1 2 . Strategies for Maximizing Digital Impact National - - PowerPoint PPT Presentation

The Virtual Immunization Communication (VIC) Network is a project of the National Public Health Information Coalition (NPHIC) and the California Immunization Coalition, funded through a cooperative agreement with the Centers for Disease Control and Prevention

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Webinar Objectives

• Learn best practices for creating effective and impactful social media content on

immunization

• Explore social media platforms to know for today and tomorrow
• Identify CDC web resources that can be used or adapted for use in clinical or

state/local immunization digital promotions

• Understand CDC strategy and social media plans for NIAM
• Review toolkit and key messages for National Immunization Awareness Month

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Strategies for Maximizing Digital Impact National Immunization Awareness Month

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A nationwide ‘virtual’ immunization community of health educators, public health communicators and others who promote immunizations.

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Access the Q&A Panel From Split Screen

Welcome to the Webcast! We Will Be Starting Momentarily.

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Questions for Presenters?

Frequently Asked Questions

• 1. Will I be able to get a copy of the slides after the webinar?
• 2. Will I receive a copy of the webinar recording?

Yes – a copy will be posted on the VICNetwork.org site Yes - a copy will be posted on the VICNetwork.org site

 

Mark Avera

Vice President – Digital Porter Novelli

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VICNetwork Webinar: Strategies for Maximizing Digital Impact

MAXIMIZING MAXIMIZING DIGIT DIGITAL AL IMP IMPACT CT ON SOCIAL ON SOCIAL MEDIA MEDIA

Mark Avera Vice President, Digital

VICNetwork Webinar: Strategies for Maximizing Digital Impact

POLL

What is your largest social media challenge?

1. Effective strategy and planning 2. Creating content (quality, volume, topics, etc.) 3. Generating visuals (graphics, photos, charts, video, etc.) 4. Understanding quickly changing social media landscape 5. Finding time to manage accounts or program 6. Measuring success 7. No challenges 8. Other

VICNetwork Webinar: Strategies for Maximizing Digital Impact

More than 3/4 of adults under 50 use social media, and use among those 65+ has more than tripled since 2010

THE THE TIME IS TIME IS NO NOW

Most U.S. adults now use social networking sites, a nearly tenfold jump in 10 years Gender, racial and ethnic similarities in usage rates show only minor differences in social media adoption

65%

All data from Pew Internet Research, published October 8, 2015 : http://www.pewinternet.org/2015/10/08/social-networking-usage-2005-2015/

90% 35%

Women Men

62% 68%

90% 77% 51% 35% 18-29 30-49 50-64 65+

VICNetwork Webinar: Strategies for Maximizing Digital Impact

VICNetwork Webinar: Strategies for Maximizing Digital Impact

Social Media & Content Marketing Platforms Production Publishing Promotion Participation Performance Planning

THE PROCESS

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VICNetwork Webinar: Strategies for Maximizing Digital Impact

THE ELEMENTS OF DIGITAL CONTENT STRATEGY

Effective content…

• Meets target audience wants or needs
• Supports organizational objectives
• Capitalizes on opportunities in the existing

publishing context

• Achievable with available resources

Audience Needs Organization Objectives Publishing Context Resources

VICNetwork Webinar: Strategies for Maximizing Digital Impact

Headlines trump all else Stand out with visuals and video Relevance drives performance Quality impacts reputation Long-form can be long-form Post regularly and consistently, but not constantly Help your audience be in the know Always be testing days, times and formats Write posts that are easy to read Encourage users to engage

10 TIPS FOR CREATING SOCIAL MEDIA CONTENT

Icons designed by Gregor Cresnar, Madebyoliver and Freepik and distributed by Flaticon

VICNetwork Webinar: Strategies for Maximizing Digital Impact

ANATOMY OF A GOOD POST

Bright visuals capture attention in users’ News Feed Listicle headline delivers socially sharable format that puts moms in the know Post copy teases information to drive clicks, makes personal connection to readers’ experiences Link brings visitors to .gov destination to engage with full, long-form content

VICNetwork Webinar: Strategies for Maximizing Digital Impact

ANATOMY OF A GOOD POST

Link brings users to engage with long- form content on

• wned content hub

Reserved use of hashtags places content in vaccination conversation Strong visual elicits emotional response with subject matter and captures attention Post copy compelling, yet simple and easy to read

VICNetwork Webinar: Strategies for Maximizing Digital Impact

ANATOMY OF A GOOD POST

Link brings users to engage with long- form content on

• wned content hub

Strong quote used to create graphic that pops in users Instagram feeds, showing multiple ways to create and use visuals on social platforms beyond photos Post copy establishes Dr. Downey’s credentials and bolsters perception of post relevance and quality

VICNetwork Webinar: Strategies for Maximizing Digital Impact

ANATOMY OF A GOOD POST

Data visualization provides colorful visual to arrest scrolling eyes, while making powerful point about vaccination efficacy Use of hard return separates non- shortened link from post copy, highlighting the simplicity of the headline and making it more powerful Link to trusted news source lends credibility and perceptions of information quality Simple, clear post copy outlines what users are seeing, contrasting with complexity of data visualization

VICNetwork Webinar: Strategies for Maximizing Digital Impact

ANATOMY OF A GOOD POST

Direct call to action tells readers what to do next to spread content on social platforms, encouraging readers to engage Headline delivers strong POV in clear, simple terms Link brings users to engage with long-form content

• n owned content

hub Post is timely response to news cycle, capitalizing on intense public interest at specific moment in time helping readers be the “first to know” and demonstrating immediate relevance

VICNetwork Webinar: Strategies for Maximizing Digital Impact

PLATFORMS FACEBOO CEBOOK

• Broadest use across U.S. population
• Nearly 80% of U.S. adults under age 50

are on Facebook

• Parents post…

– 2.5x more status updates, – 3.5x more photos – 4.2x more videos than non-parents

• Common uses:

– Share links, photos and videos – Keep up with family and friends – Discover news and entertainment Opportunities

• Use video to cut through News Feed

clutter

• Test content for diverse audiences,

even older users, thanks to near ubiquitous platform adoption

• Drive reach, engagement and traffic

even on modest ad budgets

VICNetwork Webinar: Strategies for Maximizing Digital Impact

• Skews younger than Facebook
• 55% of U.S. 18–29 year olds on platform
• vs. 28% of those aged 30–49
• Mothers more likely to use it than

fathers

• Common uses:

– Share visual moments with friends – Find inspiration, beauty and humor – Highlight exclusivity / behind the scenes moments Opportunities

• Reach younger adults with

immunization messages

• Test multiple image types to achieve

critical mass of content

• Include hashtags to expand reach and

placement in new algorithm

• Ensure posts “stand alone” on

platform even if profile link is not clicked (great inspiration: @natgeo)

PLATFORMS INST INSTAGRAM GRAM

VICNetwork Webinar: Strategies for Maximizing Digital Impact

• Reaches more 18-49 year olds than any

cable network – on mobile alone

• #3 online destination for moms with

young kids, behind only Google and Facebook

• Search indexing gives videos long shelf

life even months or years after posting

• Common uses:

– Watch and listen to entertainment – Learn from educational, how-to and self-improvement material – Document and broadcast life events to family and friends

Opportunities

• Repurpose video content to give them

a search indexed home on web

• Answer immunization questions

through video formats

• Test animations demonstrating

immunity concepts and vaccine messaging

• Embed and share YouTube videos

produced by others to add rich media to your blog posts and social streams

PLATFORMS YOU OUTUBE TUBE

VICNetwork Webinar: Strategies for Maximizing Digital Impact

• Skews younger and male compared to
• ther platforms
• Higher prevalence of news seekers and
• nline social events
• Known for real time engagement and

commentary during news cycles

• Common uses:

– Discover trending stories and news – Live engagement during events, shows, chats – Directly engage peers, brands, influencers Opportunities

• Engage audience and influencers in
• nline events (i.e. chats); amplify in

person events

• Use for rapid response to news cycles

and real time engagement with trends

• Link back to campaign materials that

demonstrate practical utility for audiences

• Deploy GIFs to capture eyes in Twitter

stream and communicate emotions

PLATFORMS TWITTER TWITTER

VICNetwork Webinar: Strategies for Maximizing Digital Impact

CONTENT DISTRIBUTION MODEL DISRUPTION

• 1. Start with content strategy
• 2. Keep an eye on publishing and

distribution context

• 3. Think creatively about content

planning and creation processes

• 4. Deploy paid budget if possible
• 5. Test, adjust, repeat

What to do The Landscape

In the past 24 months, the major social media platforms have made major content distribution changes…

LinkedIn

• pened long-

form publishing to all members, acquired by Microsoft

Facebook

tweaked News Feed algorithm, launched Facebook Live, launched Instant Articles with publishers, rolling out to brands

YouTube

pushes into VR and 360 video; launched mobile live streaming

Twitter

unveiled native video player, launched and scaled Periscope, struck search deal with Google

Instagram

expanded into video, launched Hyperlapse, introduced feed algorithm

Snapchat

introduced Snapchat Discover, expanded ad formats, launched Chat 2.0

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Maureen Marshall, MS

Health Communication Specialist, Centers For Disease Control and Prevention, National Center for Immunization and Respiratory Diseases

Centers for Disease Control and Prevention

National Center for Immunization and Respiratory Diseases

NIAM 2016 Can CDC Help You to Maximize Digital Impact?

June 29, 2016

Maureen Marshall CDC/OID/NCIRD/OD/HCSO

#SharkWeek sunglasses courtesy

• f Discovery Channel

Applying Strategy across Different Platforms

• Consider using CDC resources

– If they meet your audience needs – If they meet your organization’s objectives – If they capitalize on opportunities in your location

• Apply CDC and NPHIC resources to

– Supplement and expand your resources – Meet your goals

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CDC Social Media Strategy for #NIAM2016

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Overarching Goal

• Increase awareness of

immunization for people of all ages

Target Audience

• Women age 25-50 years

(parents and health influencers for their multi-generation family)

Cohesive Hashtag

• #VaxWithMe

Key Messages

• Vaccines are recommended

throughout our lives

• Vaccines protect against serious

diseases

• Diseases still exist; outbreaks occur
• Vaccines are very safe

Call to Action

• Make sure you and family are up

to date on vaccinations

Cohesive Hashtag across Lifespan

• Using #VaxWithMe within social media posts

– Personal – Impactful – Positive

• Continue using #VaxWithMe after NIAM

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Thunderclap

• Crowdspeaking platform
• Tool amplifies social media message

– Used first by NCIRD in 2015 to expand reach, reinforce social norm, and build community

• Used #NIAM15 and #TeamVax
• 412 participants with 5,660,735 potential social reach

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Thunderclap 2016 #VaxWithMe

• Scheduled to blast on August 17
• 2016 Goals

– 500 participants and +6,000,000 impressions – Expand positive vaccination social norms across the lifespan – Provide rallying call

• Call to action: Are you and your family up to date?
• Your call to action

– Support – it’s easy through your personal account or professional channel – Encourage others to support

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DRAFT

Strategic Execution during #NIAM16

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Target Women 25-50 with children

Overarching message across lifespan Thunderclap for showing vaccine support Engage with social and digital content Media and partner

• utreach to

increase awareness

Social and Digital Promotion to Public

• For each of the 4 NIAM weeks, CDC will

– Post and promote a Web feature

• Adult Vaccination: An Important Step in Protecting Your Health
• Pregnant? Get Vaccinated
• What Are the Reasons to Vaccinate My Baby?
• Put Vaccination on Your Back-to-School List (preteen)
• And additional topics:

– Flu Season Is Around the Corner – Prevent Shingles – Pregnant? Get Tdap in Your Third Trimester – Chickenpox Can Be Serious

– Post to CDC-owned social channels

• Facebook, Google+, Twitter, Pinterest
• Visual image, #VaxWithMe message, and link to

targeted digital content

– Digital outreach on targeted channels

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How Can These Tactics Maximize Your Impact?

• Use #VaxWithMe
• Use and share #NIAM16 graphics and messages
• Syndicate digital content

– Immunization schedules – Adult quiz – Web features

• Share and retweet posts
• Embed videos
• Post customized messages linking to CDC content with imported image

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Syndication, example

http://www.pampapediatrics.com/Vaccine-Updates.php 10

Post with Link to CDC.gov

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Embed Video

• All CDC videos posted to YouTube
• Check “Immunization and Vaccines”

playlist https://www.youtube.com/CDC

• Find at least one video for each of

4 NIAM weeks

– Example, Pregnant? Help Protect Your Baby from Whooping Cough (2:55 mins)

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Social and Digital Promotion to Healthcare Professionals and Partners

• Tweet on CDC-owned targeted channels

– @DrFriedenCDC – @CDCizlearn

• Request Thunderclap support via email
• Support Twitter chats
• Continue updating resources to share with

patients/public

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Some Resources

A. http://www.cdc.gov/vaccines/events/niiw/promotional/print- materials/ads-posters.html#print-ads B. http://www.cdc.gov/pertussis/materials/pregnant.html C. http://www.cdc.gov/vaccines/who/teens/infographic/hpv-cancer- prevention.html D. http://www.cdc.gov/vaccines/schedules/web-buttons.html

A.

B. C. D. 14

Current State of CDC.gov Vaccines & Immunization

• Mobile friendly refresh of web

– Visitor focused, with 4 targets

• Parents (with children birth through age 18 years)
• Adults (age 19 years and older)
• Healthcare Providers
• Immunization Program Managers

– Additional audiences to follow

• Pregnant Women (live in late July)
• Partners (date TBD)

– Recommended schedules and VISs are most viewed, downloaded and syndicated content

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For more information, contact CDC 1-800-CDC-INFO (232-4636) TTY: 1-888-232-6348 www.cdc.gov The findings and conclusions in this report are those of the authors and do not necessarily represent the

• fficial position of the Centers for Disease Control and Prevention.

#VaxWithMe Thank you.

Catherine Flores Martin

Executive Director California Immunization Coalition

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August 2016 • Communication Toolkit

National Public Health Information Coalition

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2016 National Immunization Awareness Month Home Page

nphic.org/niam

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Central messages throughout the toolkit:

• Vaccines protect against serious diseases
• These diseases still exist and outbreaks do occur.
• Vaccines are recommended throughout our lives.
• Vaccines are very safe.

Objectives

• Highlight value of immunization for people of all ages
• Disseminate consistent, coordinated messages across national,

state, and local levels

• Utilize social and digital media to reach target audiences with

tailored messages and resources

Suggested themes for 2016:

July/ August: Ready for school? Check those vaccine records.

(school-aged children) August 1 - 7: Vaccines are not just for kids (adults) August 8-14: Protect yourself and pass protection on to your baby (pregnant women) August 15-21: A healthy start begins with on-time vaccination (babies and young children) August 22-28: Ensure a healthy future with vaccines (preteens and teens)

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Resources for each week:

• Sample key messages
• Specific vaccine information
• Frequently asked questions
• Sample news releases and drop-in articles
• Sample social media messages
• Logos and graphics
• Web links and resources

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Sharing #NIAM16

• Include NIAM info/ banners on websites and Facebook
• Articles using themes
• Facebook and Blog posts
• Tweets
• Local stories
• Try something ‘new’: Periscope, Snapchat, Instagram, Pinterest

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Banners

Graphics and logos for websites and social media accounts

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Twitter Graphics

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Customizable Posters

Create buzz with social media

Next Steps

• ToolKit now available on www.nphic.org/niam
• Develop outreach plan – guide posted at VICNetwork
• Identify audiences, messages, channels
• Highlight and share your activities

Highlight Your Activities

www.nphic.org/niam

• John Stieger, NPHIC
• Nancy Erickson, Vermont Department of Health
• Ian Branam, CDC NCIRD
• Michelle Basket, CDC
• Leslie Rodriguez, CDC
• Aparna Ramakrishnan, CDC
• Maureen Marshall, CDC
• Joe Rebele, NPHIC
• Patti King, NPHIC
• NCIRD HCSO Campaign Teams

Acknowledgements

Questions and Answers

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Please Complete Evaluation

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Connect with the VICNetwork…

e-mail: info@VICnetwork.org Website www.VICNetwork.org

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Resources

Centers for Disease Control and Prevention

www.cdc.gov/vaccines

National Public Health Information Coalition

www.nphic.org

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Twitter @VICNetwork Facebook VICNetwork

Tweet and Follow

National Public Health Information Coalition www.nphic.org California Immunization Coalition www.immunizeca.org

Thank you for your support and your participation !

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