Twitter and Facebook – many organizations are using them to further their goals. But what truly works? In this webinar, the first session in the latest 21st Century New Media Series from CALPACT and CHL at UC Berkeley's School of Public Health, join Megan Canon of the San Francisco AIDS Foundation (SFAF), Mike Lawson from the Diabetes Hands Foundation (DHF), and Bhupendra Sheoran from Internet Sexuality Information Services (ISIS), as they share how they’re using these powerful new media tools to connect, engage and build meaningful relationships with the communities they serve, and strategically promote health campaigns, initiatives, and interventions. To learn more about this series, please visit: http://chl.berkeley.edu/events/newmedia/2012-2013-new-media-trainings/sessions. To hear the recording from this webinar, please visit: https://cc.readytalk.com/cc/playback/Playback.do?id=erkbvp Follow Us on Twitter: @CALPACT Facebook: http://www.facebook.com/CALPACTUCB Website: www.calpact.org

1. Welcome to the Webinar!
Twitter and Facebook
for Health Best Practices
We will begin shortly…

2. Today you’ll be hearing from…
Mike Lawson Megan Canon Bhupendra Sheoran
Head of Experience, Marketing Coordinator, Deputy Director,
Diabetes Hands Foundation San Francisco AIDS Foundation Internet Sexuality
Information Services (ISIS)
Lisa Peterson
New Media Education Specialist,
CALPACT

3. Agenda
• Review of session objectives
• Introduce speakers
• Twitter for Health ~ Mike Lawson, DHF
• Q&A
• Facebook for Health ~ Megan Canon, SFAF
• Q&A
• Facebook for Health ~ Bhupendra Sheoran, ISIS
• Q&A
• Conclusion

4. Objectives
• Understand how Twitter/Facebook can further your goals
• Identify ways to grow and effectively engage with audiences
• Learn strategies for:
 finding a “voice” that matters
 measuring impact and explaining the value of using
these tools
 overcoming challenges
• See examples of how these tools are being implemented

5. Who’s in the audience today
Occupation
Analyst
Communications/Media
Health Promotion/Education
Outreach
Program Planning/Mgmt
Research/Academia
0 2 4 6 8 10 12 14 16 18

6. How to Participate
• Please ensure your phone line is on mute by
entering *6
• Send our speakers a question or comment
using the chat box function
• Click “raise hand” button to be taken off
mute and ask a question verbally
• We will reserve your questions for our Q & A
session right after each speaker
• Slides will be posted online after the
webinar – link will be shared with all
participants

7. Twitter for Health Best Practices
Mike Lawson
Head of Experience,
Diabetes Hands Foundation

40. Q & A for Mike
• Send Mike a question or comment using the
chat box function
• Click “raise hand” button to be taken off
mute and ask a question verbally

41. Facebook for Health Best Practices
Megan Canon
Marketing Coordinator,
San Francisco AIDS Foundation

42. Fighting the HIV/AIDS epidemic,
one Facebook post at a time
Megan Canon, MPH
Marketing Coordinator
San Francisco AIDS Foundation

43. 1 Big picture
2 Facebook case study
3 Many Shades of Gay campaign
4 Takeaways
SAN FRANCISCO AIDS FOUNDATION

44. Big picturehere
Title goes
Vision
We envision the day when San Franciscans beat HIV.
Mission
The mission of San Francisco AIDS Foundation is the
radical reduction of new HIV infections in San Francisco.
We are guided by a strategic plan with three goals for
2015:
• Reduce by half the number of annual new HIV infections
in San Francisco
• Ensure all San Franciscans know their current HIV status
• Ensure access to proper HIV care for all who need it
SAN FRANCISCO AIDS FOUNDATION

45. Big picturehere
Title goes
Programs & Policy
• Client Stories • $$$
• Events • Referrals
• Activities • Volunteers
Building
Awareness
SAN FRANCISCO AIDS FOUNDATION

46. Facebook: strategy
Big picturehere
Title goes
• Step 1: Build fan base
– Paid promotions
– Non-paid promotions
• Step 2: Engage with fans
– Metrics
– Best practices
SAN FRANCISCO AIDS FOUNDATION

47. Facebook: build
Big picturehere fan base
Title goes
SAN FRANCISCO AIDS FOUNDATION

48. Facebook: engagement
Big picturehere
Title goes
SAN FRANCISCO AIDS FOUNDATION

49. Facebook: engagement
Big picturehere
Title goes
SAN FRANCISCO AIDS FOUNDATION

50. Facebook: engagement
Big picturehere
Title goes
SAN FRANCISCO AIDS FOUNDATION

51. Facebook: what’s
Big picturehere next?
Title goes
• Content marketing
– Type: photos vs. text vs. link posts
– Subject: what are our fans interested in?
– Number: how many is too much?
• Promoted posts strategy
– Figuring out right paid mix
• Converting fans to sign up for emails
– Extend brand relationship
SAN FRANCISCO AIDS FOUNDATION

52. Many Shades of
Facebook: engagement
Big picturehere Gay
Title goes
SAN FRANCISCO AIDS FOUNDATION

53. Many Shades of
Facebook: engagement
Big picturehere Gay
Title goes
SAN FRANCISCO AIDS FOUNDATION

54. Many Shades of
Facebook: engagement
Big picturehere Gay
Title goes
SAN FRANCISCO AIDS FOUNDATION

55. Many Shades of
Facebook: engagement
Big picturehere Gay
Title goes
By the numbers:
– Total visitors: 12,811
– Unique visitors: 10,138
– Avg. visit time: 00:04:58
– Bay Area Visitors: 32.67%
*as of 1/15/2013
SAN FRANCISCO AIDS FOUNDATION

56. Goal goes
Facebook: engagement
Big picturehere
Title completions: events
Goal Total goal Completion Goal Conversion Rate*
Numbers
Download Avatar – 944 7.37%
Facebook
Download Avatar – 920 7.18%
Desktop
Download Avatar - Social 470 3.67%
Zip Code Submission 695 5.43%
Phone Number 61 0.48%
Submission
Get Tested 1,851 14.45%
Get Tested Map 889 6.94%
*based on number of unique visitors of 12,811
SAN FRANCISCO AIDS FOUNDATION

57. Goal goes
Facebook: engagement
Big picturehere
Title completions: events
Goal Total goal Completion Goal Conversion Rate*
Numbers
Download Avatar – 944 7.37%
Facebook
Download Avatar – 920 7.18%
Desktop
Download Avatar - Social 470 3.67%
Zip Code Submission 695 5.43%
Phone Number 61 0.48%
Submission
Get Tested 1,851 14.45%
Get Tested Map 889 6.94%
*based on number of unique visitors of 12,811
SAN FRANCISCO AIDS FOUNDATION

58. Goal goes
Facebook: engagement
Big picturehere
Title completions: events
Goal Total goal Completion Goal Conversion Rate*
Numbers
Download Avatar – 944 7.37%
Facebook
Download Avatar – 920 7.18%
Desktop
Download Avatar - Social 470 3.67%
Zip Code Submission 695 5.43%
Phone Number 61 0.48%
Submission
Get Tested 1,851 14.45%
Get Tested Map 889 6.94%
*based on number of unique visitors of 12,811
SAN FRANCISCO AIDS FOUNDATION

59. Top 5 Shades of
Many takeaways
Facebook: engagement
Big picturehere Gay
Title goes
1. Buy your fans to increase fan base
2. You cannot buy fan engagement
3. Evaluate your efforts
4. Utilize multi-channel promotions
5. Recognize huge potential to further
organization’s strategic goals
SAN FRANCISCO AIDS FOUNDATION

60. Megan Canon
O 415.487.3085 | mcanon@sfaf.org | www.sfaf.org
1035 Market Street, Suite 400 | San Francisco, CA 94103
SAN FRANCISCO AIDS FOUNDATION 60

61. Q & A for Megan
• Send Megan a question or comment using
the chat box function
• Click “raise hand” button to be taken off
mute and ask a question verbally

62. Facebook for Health Best Practices
Bhupendra Sheoran
Deputy Director,
Internet Sexuality Information Services (ISIS)

63. Just/Us:
A Social Networking HIV Prevention
Intervention for Young Adults of Color
Funded by National Institutes of Health (NIH)
Bhupendra Sheoran, Deputy Director
ISIS, Inc

64. Just/Us Collaboration
ISIS, Inc: Non-profit organization using digital
technology and mobile and social media for
youth sexual health education
University of Colorado: Research
team, Colorado School of Public Health

65. Today’s Presentation:
 Background of NIH study
 Implementation of a Facebook intervention
 Lessons learned (content and engagement)
 Takeaways: Social media engagement strategy
and content development

66. Youth in the United States
 By19th birthday, 7 /10 teens have had intercourse.*
 15-24-year-olds = 25% of the population, but = nearly
50% of all new STI cases every year.*
 Young people age 13-24 make up 17% of all HIV/ADS
diagnoses in 2008.*
 >50% of HIV infections are among African
Americans, who make up only 13% of population.*
*Guttmacher Institute Research

67. Youth in the United States
 73% of all teens (age 12-17) are on social
networking sites.*
 Over 80% of low SES teens are on social
networking sites.*
 66% of young adults log into their social
networking sites weekly.*
*Pew Internet Research
*TECHsex USA White Paper

70. Eligible Individuals
Between ages 16-25, U.S. resident, had a
Facebook page, were willing to complete two
behavioral risk assessments, and could read and
write in English)
Modified
Respondent Driven Informed Consent
Sampling
Behavioral Assessment (Zoomerang)
INTERVENTION CONTROL
FB Likes & 8 weeks exposure to 18-24 News
HIV prevention messages
FOLLOW-UP SURVEY
2 and 6 months

71. Just/Us Study
 2 Facebook Pages: Just/Us intervention
and 18-24 News control, randomly assigned
 1,500 + participants age 18-24, primarily African-
American and Latino/a
 Initial survey, 2 follow-up surveys
 Research Question: Can exposure to sexual
health content on Facebook change knowledge,
attitudes and risk-taking behaviors?

72. Study Participant Demographics

73. Intervention Content Sample Page
TOPIC DETAILED INFORMATION (NECESSARY Content Presented
INFORMATION TO BE COVERED FOR
SURVEY)
Behaviors to HIV Risk: Things that increase risk for HIV Wk3 blog: post –
cover transmission/acquisition alcohol/drug use
Early age at first sex inhibitions/decision
Number of sex partners making, concurrent
Concurrent partners partners,
Unprotected vaginal or anal sex among men
and between heterosexual couples Wk 3 blog link: Midwest
Alcohol or drug use and influence on inhibitions Teen Sex Show – alcohol
and decision making & drug use & decision
making
History of STD
HIV testing as routine every 6 months if you
are sexually active but not monogamous

74. Intervention Content Development
 Website
 Created 3 videos
- Star Squadron 200X
 8 Weekly blog posts
 Other topical/timely
information
 Newly released
reports
 Current events
 Research
papers, etc.

75. A Couple of Findings
 68 percent of the Just/Us group reported
using a condom during the last sex
act, versus 56 percent of the controls.
 The proportion of sex acts protected by
condom was 63 percent for the Just/Us
group versus 57 percent for controls.

76. Engagement Success
 Current events and issues in the news
 Thought-provoking topics w/ polarized opinions
 Ask questions, call-to-action
 Reaching over 1,000 views/week
 Over 160,000 post views during study
1890 unique site visitors

77. Engagement Success
 Interns from the community
 Active on social networks
 Different voice and perspective
 Stimulate conversations and engagement

78. Conclusions
 Content: Age and culturally
appropriate, medically accurate.
 Posts: Stimulate interest using relevant and
thought-provoking material
 Engagement: Driving discussions and
community engagement using interns from the
target population

79. A Few Lessons…..
 A crowded social media environment makes the
formerly successful banner advertising for online
recruitment untenable; people think you are
spam and won’t pay attention.
 People will recruit others from their own
networks; this may be a particularly important
approach for studying social networks online.

80. Thank You!
We would like to acknowledge everyone
who helped make this project a success:
Deb Levine, Bhupendra Sheoran, Sheana
Bull, Lindsey Breslin, Sandra Ruland Black,
John Santelli, Steve Muth, Dionne Lee,
Shontel Lewis, Gregory Verzosa, Allegra
Madsen, Margaret Lucas, Josh Bettenhausen,
Cara Silva, Whitnee Davis, Arai Buendia,
Allegra Pulido, Rarity Lemons, Talia Coney,
Aerial Lomack.

81. Contact Information
ISIS, Inc.
409 13th Street, 14th floor
Oakland, CA 94612
510-835-9400
info@isis-inc.org
www.isis-inc.org

82. Q & A for Sheoran
• Send Sheoran a question or comment using
the chat box function
• Click “raise hand” button to be taken off
mute and ask a question verbally

83. Resources
• Social Media Examiner Blog:
http://www.socialmediaexaminer.com/
• Beth Kanter’s Blog:
http://www.bethkanter.org/
• Social Media University, Lee Aase, Mayo Clinic:
http://social-media-university-global.org/blog/
• Nonprofit Resources on Facebook:
https://www.facebook.com/nonprofits/app_149255468478339
• Facebook Insights:
http://www.facebook.com/help/399262596797358/
• Google Analytics:
http://www.google.com/analytics/

84. What action step will you take after the webinar?
• What do you think you can do in the next month to further
your goals with Twitter and/or Facebook?
• Let us know ~ we’d love to check back with you and hear
how it’s going!
• We appreciate your feedback!

85. Speaker Contact Information
Mike Lawson
mike@diabeteshf.org | www.diabeteshandsfoundation.org| @mrmikelawson
Megan Canon
mcanon@sfaf.org | www.sfaf.org
Bhupendra Sheoran
info@isis-inc.org | www.isis-inc.org

86. Thank you!
Have questions? Contact us at sphcalpact@berkeley.edu
To learn more about other trainings in this series visit:
http://chl.berkeley.edu/events/newmedia/2012-2013-new-media-trainings