2. Explainvarious types of social media, including
“The Big 3”
Explore the benefits of using social media
Examine how to use social media effectively
Discussbest practices and federal/state agency
use of social media
3. ONLINE – connection to the Internet via a computer, mobile or Smartphone
device
MOBILE DEVICE – a small, hand-held computing device
- Examples: Smartphone, Tablet PCs
SMARTPHONE – a high-end mobile phone with advanced computing ability and
connectivity
- Examples: Android, iPhone, BlackBerry
SOCIAL NETWORKING SITE (SNS) – an online service or website that focuses
on building social relations among users who may share interests or activities
REAL-TIME - events are portrayed at the same rate that the audience
experiences them
4. SOCIAL MARKETING
• “Marketing for a social good”
• Commercial practices to achieve non-commercial goals
Two “parents”: a “social parent” (social sciences and social policy)
+ a “marketing parent” (commercial and public sector marketing
approaches) = Social Marketing
SOCIAL MEDIA MARKETING – social marketing that utilizes social
media sites to provide messages and gain website traffic. Platforms:
SNS and mobile devices.
5. SOCIAL MEDIA – media disseminated through social interaction
using Internet- and mobile-based tools.
Social media can be organized into six types:
(examples in parentheses)
Collaborative Projects Social Networking Sites
(Wikipedia) (Facebook)
Blogs and Microblogs Virtual Communities
(Twitter) (The Sims)
Content Communities Virtual Game Worlds
(YouTube) (World of Warcraft)
6. Internet and social media use
by Americans is increasing.
78% of Americans are Internet users.
92% of online adults use email, with 61% using it on an average day.
92% of online adults use search engines to find information on the
Web, including 59% who do so on a typical day.
80% of Internet users gather health information online.
65% of adult Internet users use social media.
60% of e-patients access social media related to health.
80% of online physicians use social media channels to create,
consume, or share medical content.
7. Facebook
February 2004
750 - 800 million active users
1.8 billion registered users
YouTube
February 2005
#1 video sharing website
More than 3 billion views per
day
Twitter
March 2006
100 million active users
300+ million registered users
8. Anyone with Internet access can view.
Creating an account is free.
Users must create a personal profile to interact with
people, groups, pages and places.
Users can share information at a high capacity in various
formats, including interests, contact information, blog
postings, photos, videos, documents, links, and more.
Users can communicate with Facebook friends and users publicly
or privately, or use a chat feature.
Users may join networks organized by school, college, or
workplace and create their own "like" pages and interest groups.
Posts are listed in real time.
9. More than 800 million active users
More than 50% of active users log on to Facebook on
any given day
Average user has 130 friends
More than 900 million objects that people interact with
(pages, groups, events and community pages)
Average user is connected to 80 community
pages, groups and events
On average, more than 250 million photos are uploaded
per day.
Source: www.facebook.com/press
10. Provides on-demand viewing of videos and creates a
venue for viewers to provide feedback about the videos
Anyone with Internet access can view.
Creating an account is free.
Users can watch, upload, and share videos, add and
accept friends, and subscribe to other users which
enables them to interact and receive notifications when
new content has been uploaded.
Videos may be embedded and shared on websites and
other SNS
11. More than 3 billion views per day - nearly double
the prime time audience of all three major U.S.
networks combined
48 hours of video uploaded every minute
800 million unique visitors each month
#2 search engine after Google
Source: www.youtube.com/t/press
12. Anyone with Internet access can view.
Creating an account is free.
Users can post short text updates called "tweets" of 140 characters
or less on their profile page
Users can subscribe to other user tweets and lists which contain
more than one user. This is known as "following" and subscribers are
known as "followers.“
Users may also share links to blog
postings, photos, videos, documents, links, and more.
Followers may reply or “retweet” the tweet. When retweeting a
tweet, a follower shares that tweet with their followers.
Tweets are listed in real time.
13. As of June 2011, users on Twitter are now averaging 200
million tweets per day.
55 million users log in to Twitter from their phone or tablet
each month.
40% of users don't tweet every month but watch others
tweet.
Today, Alexa (Web Information Company) ranks Twitter
9th in the world’s most trafficked sites with Google.com in
1st position, Facebook 2nd and YouTube 3rd.
14. The Digital Media Branch is a two- As of December 2011, adph.org comprises more
person branch that works with ADPH than 107,000 web pages and 170 websites. The
programs to create and maintain drastic increase in page views (pictured below) can
program websites and utilizes social be attributed to our recent social media efforts and
media tools to: marketing campaigns, such as Get 10 – Get Ready
• improve the timeliness of information- for Emergencies and GAL – Get A Healthy Life.
sharing,
• increase the frequency of messages
delivered to the public, and
• lead people to detailed information.
ADPH.org Total Page Views
The Digital Media Branch has 25,000,000
established ADPH’s presence on the
following social media websites: 20,000,000
• Facebook 15,000,000
• Flickr 10,000,000
• LinkedIn 5,000,000
• Twitter
0
• Wikipedia
• YouTube 2006 2007 2008 2009 2010 2011
15.
16. Established in 2009
Updated 3 to 8 times per weekday to promote departmental
campaigns and activities; communicate warnings and alerts;
share informative videos; and connect with Alabamians
Benefits include:
• Developing the departmental brand
• Educating and informing residents of programs and services
• Providing citizens with information in real time
• Building a two-way relationship with citizens and creating more of
a connection between the department and the citizen
• Allowing citizens an opportunity to voice their concerns and
questions as the emergency/activity is occurring
17.
18. Established in 2010
Provides an on-demand review of departmental commercials
and educational videos for viewers and creates a venue for
them to provide feedback about the videos
Benefits include:
• Allowing viewers an opportunity to receive information that they may
have missed in the first viewing
• Generating feedback that be can used in the development of future
advertising
• Allowing the department and others to embed videos on websites to
further promote messages
19.
20. Established in 2011
Updated 3 to 8 times per weekday to promote departmental
campaigns and activities; communicate warnings and alerts;
share informative videos; and connect with Alabamians
Benefits include:
• Developing the departmental brand
• Educating and informing residents of programs and services
• Providing citizens with information in real time
• Building a two-way relationship with citizens and creating more of
a connection between the department and the citizen
• Allowing citizens an opportunity to voice their concerns and
questions as the emergency/activity is occurring
21. RSS Feeds LinkedIn (2003)
• RSS Feeds (Really Simple • LinkedIn is the world’s largest
Syndication) are subscriptions to
website or blog content that allow
SNS specifically for
subscribers to see updated professionals. The site has
information as its published online. 100+ million users.
Wikipedia (2001) Flickr (2004)
• Wikipedia is a free, Web-
• Flickr is the most popular
based, multi-lingual encyclopedia
that is written collaboratively with online photo management
volunteers from around the world. and sharing application. Flickr
also allows users to upload
video. As of August 2011, the
site hosts 6 billion photos.
22. Foursquare (2009)
• 15 million users
• Foursquare is a location-based social network site that lets people
“check in” to places, businesses, etc., via mobile device, text
message, or a device specific application.
Google+ or GooglePlus (2011)
• 62 million users
• Google+ is similar to Facebook in that it allows you to interact with
friends with a streamline of information in chronological order.
23. Can target a specific audience or segment of the
population
Builds relationships with your public/audience (before an
emergency happens)
Creates immediate redundancy
Provides information in various formats
24. Provides access to information regardless of physical
constraints
Does not require verbal communication
Allows social interaction without physical contact
Reduces social discomfort, non-acceptance, and
discrimination due to stereotyping
Provides a platform for specific special populations
25. Keeps public informed in real-time
Increases the frequency of messages (creates
redundancy)
Leads people to detailed information
Engages people in the emergency response – aid in
rapid recovery and resilience
Puts emergency–management community in a better
position to respond to emergencies
Creates transparency
26. Virginia Tech (2007)
2009 H1N1 Influenza Pandemic
Haiti Earthquake (2010)
Tornadoes in Joplin and Tuscaloosa (2011)
27. GETTING STARTED ADPH FACEBOOK DISCLAIMER
Research Disclaimer: The ADPH fan page was created to share health
information, news, and events with the public. Posted
Plan comments and images do not necessarily represent the views
of ADPH, its officers or employees, or of the State of Alabama.
Selection We encourage feedback and information sharing, but ask that
you stay on topic and be respectful. You may not
Image sell, promote, or advertise any products or services on the
ADPH Facebook page nor represent any of such as being
Description endorsed in any way by ADPH or the State of Alabama. We
reserve the right to delete comments we deem
Contact inappropriate, profane, defamatory or harassing in nature and
to block repeat offenders without notification.
Disclaimer
28. Be genuine and honest
Think before you speak type
Rethink disciplinary action
Reply promptly
Personalize messages
Obey doctor-patient confidentiality
Less is more
Communication effectively
Reference others
30. As of April 2011, Department of Health and Human
Services
23 out of 24
Department of Justice
federal agencies Department of Commerce
are using social Department of Labor
media including Department of Transportation
“THE BIG 3.” Environmental Protection Agency
Social Security Administration
31. Facebook.com
Flickr.com
Foursquare.com
Mashable.com
LinkedIn.com
Pew Internet & American Life Project
Twitter.com
Wikipedia.com
YouTube.com
Notas del editor
In this presentation, I will…
Before we addresses these objectives, I’d like to define some terms and take a look at some statistics.<read slide>We have defined SNS. Now let us also discuss the difference between social marketing, social media marketing, and social media.
Social Marketing can be summed up as “marketing for a social good.”It’s marketing that uses traditional marketing practices to achieve non-commercial goals, or for our purposes, changes in behaviors.You can think of social marketing as being the product of two parents… <read slide>Social marketing began in the 1980’s with health promotion campaigns: anti-tobacco and skin cancer prevention campaigns.Anything that comes out of our Communications department at ADPH is considered social marketing – prints and web materials.Social Media Marketing…
Social Media… <read slide>I have come across different ways social media experts have categorized social media and this is the best one. Here are six media types as defined by marketing professors and consultants Andreas Kaplan and Michael Haenlin. Examples are in the parentheses.The Sims is one of the most successful life-simulation video game series. As of May 2011, the franchise has sold more than 150 million copies worldwide,and is also the best selling PC franchise in PC history. The player creates virtual people called "Sims,” places them in houses and helps direct their moods and satisfy their desires. Players can either place their Sims in pre-constructed homes or build them themselves. Each successive expansive pack and game in the series augmented what the player could do with their Sims.World of Warcraft is an online multiplayer role-playing game with 11.1 million subscribers as of June 2011.
The following stats are from Pew Internet & American Life Project Tracking Surveys.Internet users who gather health information online have been coined “e-patients.”
Facebook, YouTube, and Twitter are known as “The Big 3” social networking sites.Remember that these are relatively new. Facebook… <read slide>An active user is someone who logs into their account at least once a month.Social media experts are predicting that Facebook will have 2 billion registered users by the end of this year. That’s 37 percent of the world’s population!And Twitter will have 250 million active users and 900 million registered users by the end of this year.
Anyone with Internet access can view Facebook pages, events, and some personal profiles depending on the profile settings. But to interact with people, groups, pages and placed, you must have a personal profile – which is free. With an account, users… <read slide>
There are… <read slide>These stats were pulled from Facebook’s Press pages at www.facebook.com/press.
YouTube is the #1 video sharing website.<read slide>How many of you occasionally watch YouTube videos? You may watch more than you realize. Videos that are embedded in websites, blogs, and on Facebook are often from YouTube.
<read slide>Since 2008, YouTube has maintained its position as the #2 search engine in the U.S.
Anyone with Internet access can view Twitter profiles depending on the profile settings. But to interact with profiles, you must have a personal profile – which is free. With an account, users can post short text updates… <read slide>
<read slide>Twitter is not as forthcoming in providing stats on their registration numbers.95% of Twitter users own a mobile phone, and half of these users access the service on their handheld device.I have two friends that only have Twitter accounts so they can find out when their favorite brands are having sales or offering discounts and contests.
My branch is the Digital Media Branch and we do all things website and social media related. ADPH has a presence on Facebook, Flickr, LinkedIn, Twitter, Wikipedia and YouTube. We have 107,000 web pages and 170 websites. Since we arrived on the social media scene, we’ve seen a drastic increase in page views. This chart provides a great illustration. In 2006, we had…2011 – 21.6 mill.2010 – 20 mill.2009 – 8.3 mill.2008 – 6.8 mill.2007 – 5.5 mill.2006 – 2.8 mill.Since Jan. 1 we’ve had 1.5 million page views. So in one month we have had half of the page views that we had in 2006.
There are some additional social media tools that I’d like to mention.<read slide>A feed, also known as RSS feed, web feed, XML feed, or syndicated content is updated content published by a website.RSS feeds provide an easy way for you to keep up with news and information that is important to you without having to browse or search using conventional methods. Feed aggregators save time and effort by automatically retrieving the most up-to-date content from websites and providing the content in a single location for easy viewing. RSS feeds are commonly used for news and blog websites. Feeds can also be used to deliver pictures, audio, and video. A RSS feed that distributes audio content, generally in MP3 format played using a MP3 player, is a podcast. To subscribe to a feed on a website, locate and click a feed icon or link on the web page. Feeds may be read using a RSS/feed reader or aggregator. Feed aggregators are often a built-in feature of Internet browsers and email programs. The department has six RSS feeds that you can subscribe to including News Releases, ALPHTN Webcasts, Statewide Notices, Statewide Events, County Notices, and Swimming Advisories.<read slide>Since it’s creation in 2011, it has grown rapidly into one of the largest reference sites. I became one of the 91,000 active contributors when I created the ADPH article in 2010. There are more than 16 million articles in 270 languages.<read slide>LinkedIn allows users to create profiles that look similar to a resume with education and employment experience, references, etc. and allows users to connect with others in their professional field. Users can become members of groups and join discussion forums. ADPH is one of the 2 billion companies that have a company profile in which employees can connect their profile. As of Nov. 2011, LinkedIn has 135 million members from 200 countries. As of Sept. 2011, all executives from the 2011 Fortune 500 companies are members.<read slide>Flickrallows people to share photographs, as well as allow bloggers and Webmasters to host images that they can embed in blogs and social media.
Google + expected to have 400 million users by end of 2012. Circles – allows you to group friends and family and specify which group you would like information to be seen by. Hangouts – similar to Facetime where you can chat with people via video Sparks – when you develop your profile you can select your interests and every time someone posts information containing one of your interests. Huddles – group texting
Messages during a crisis need to be short – 3 to 7 bits of information. During a crisis people process information differently and shorter messages are easier to digest. Social media lets you deliver small bits of information throughout the emergency response. This keeps people continuously engaged, but not overwhelmed with information.
Special populations include ethnic minorities, veterans, disabled people, prison inmates, refugees and immigrants, children, and the elderly.Social media can benefit special populations by… <read slide>
Social media can assist in 1) Preparedness, 2) Response, 3) Recovery.Social media is becoming vital to recovery efforts after a crises, when infrastructure must be rebuilt and stress management is critical. SM allows people who are recovering from disasters to rapidly connect with needed resources. People can share tips and resources on surviving and recovering from a crisis.Social media not only sends and gathers information instantaneously – it fosters relationships and trust, while encouraging users to share important information. It also lets the public know that agency’s are listening and concerned about what they have to say.
Virginia Tech – During the first hour and a half of the 2007 massacre at Virginia Tech in which a student gunman killed 32 people/injured 25, student posted on-scene updates on Facebook alerting family, students and friends.During the 2009 H1N1 influenza pandemic, the Department of Health and Human Services used a “Mommycast” – viewed on YouTube and downloaded as an iTunes video podcast – to tell 1 million viewers what was happening, what to expect, and how to prevent the spread of influenza.The organization Ushahidid monitored Twitter and other social media and geotagged them to create maps to assistance during the Haiti recovery. A geotagged photograph is a photograph which is associated with a geographical location by geotagging. Usually this is done by assigning at least a latitude and longitude to the image, and optionally altitude. The group matched volunteer health care providers with distressed areas.One of the hardest hit places during the Joplin tornado was St. Johns Regional Medical Center. The hospital took a direct hit during the tornado. At one time, there were 1,100 employees unaccounted for. The person tasked to try and locate the employees had exhausted all other avenues of trying to locate employees when she was finally instructed by her supervisor to utilize social media to try and locate them. She created a Facebook page that day for the first time and within 3 days had located all 1,100 employees.Tuscaloosa Tornado – During the recovery phase, people used Facebook to ask for assistance with everything from food delivery to cleanup assistance.
Research - Before we created an account, we did our own research by visiting the SNS and familiarize ourselves with it.We visited local, state, and federal partner’s websites to find out what they are doing with social media. At the time we were one of the few out there. Recognize limitations in reaching at-risk, vulnerable populations. Be sure you select the right SNS for you.Plan - Develop a social media plan. Does not have to be a formal policy. It’s important for you to outline your goals and how you plant achieve them. The plan may include: a definition for social marketing, an explanation of why and how you are using social networking to promote your program, and ways you are measuring the ROI.Selection - Determine how much time and effort you have to maintain a site (and how much money you have to invest in someone to maintain it). One mistake that people make is signing up for too many sites. Choose one or two sites that specifically targets your audience and if time permits, expand from there.Image - Most, if not all accounts have a place for an image. A professional logo is ideal. If you do not have this, then a quality photo of people will suffice.Contact- Decide who your contacts will be for social media and be consistent with the information you provide if maintaining multiple sites. Always provide a phone number, website address, and e-mail address. Disclaimer- Make sure to provide a disclaimer that protects you and your agency. You may have to shorten your disclaimer if there is limited space. Disclaimers give your readers boundaries. You can use your disclaimer as a reference or protection in the event you take disciplinary action against a reader.