Case Study: Going Social for Health Impact
Presented by: Ann Aikin, Health Communications Specialist, Center for Disease Control (CDC)
Learn how the CDC boosts the impact and dissemination of health messages by strategically integrating social media and mobile technologies into health campaigns and emergency responses.
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Going social for health impact - BDI 5.11.10 Social Communications & Healthcare
1. Going Social 4 Health Impact
Ann Aikin @bujulicious
Social Communications and Healthcare Conference
May 11, 2010
2. Why Social Media?
CDC should be (must be) where
people are
• Increases the dissemination
and potential impact of CDC’s
science
• Leverages unique
characteristics of emerging
channels
• Reaches diverse audiences
• Allows for tailored health
messages in multiple formats
• Facilitates interactive
Image from:
communication and community http://blog.kyanmedia.com/archives/2008/10/15/
get_on_the_social_media/
• Empowers people to make
healthier and safer decisions
4. CDC.gov’s Social Media
Visitors who use social media tools on CDC.gov:
Have higher satisfaction ratings (a full 5-points higher)
Are more likely to return and recommend the site to others
Rate CDC as more trustworthy
Satisfaction of those who Satisfaction of those who
use social media DO NOT use social media
on CDC’s Web site on CDC’s Web site
83 N=16,506
78 N=32,745
Source: American Satisfaction Index (September 10, 2009 – February, 10, 2010)
5. Multiple Formats
"People have to see
messages in different
places and from different
people. That means
experts as well as
peers…”
--Richard Edelman, president and CEO, Edelman.
Source: http://adage.com/article?article_id=141972
7. Go Where the People Are!
Channel Key Stats
Mobile 276.6M or 89% Americans Subscribe to a Mobile Service
Source: CTIA, 6/2009
Text Messages 1.36T Yearly Messages Sent in US
Source: CTIA, 6/2009
Mobile Internet 32% of All Americans Use Mobile Device to Access Web
Pew Internet & American Life Project, 4/2009
Online Video 62% Online US Adults Watch Videos on Sharing Sites
Source: Pew Internet & American Life Project, 4/2009
Social Networks 142M or 50% Visit Social Networking Sites
Sources: Nielson, 12/2009 and Forrester Research Q2/2009 (includes Canada)
Blogs 39% Read Blogs
12% Publish, Maintain or Update One
Source: Forrester Research Q2/2009– North America (includes Canada)
Microblogs 19% Online US Adults Update their Status/Use Twitter
Source: Pew Internet & American Life Project, 10/2009
Podcasts 19% Online US Adults Downloaded a Podcast
Source: Pew Internet & American Life Project, 5/2008
8. Create Portable Content
• Users can interact with
your brand and content
“It is … important to beyond your web site!
distribute the content • Providing timely,
to other places. In credible information in
order for that to multiple spaces areas
happen, the content helps combat
misinformation, increase
has to be portable.” awareness, and provides
message repetition.
• Example: The same
H1N1 Flu Video had
Source: NPR Blog: 160,000 views on CDC-
http://www.npr.org/blogs/inside/2009/02/clea TV and over 2M views
n_content_portable_content.html, Accessed
3/25/2010.
on YouTube!
9. Leveraging Networks
• Most people have a
close network of 8-12
people
• Broader networks of
may consist of
hundreds or even
thousands people.
• In terms of social
media, your network
can now reach millions.
10. Viral Sharing of Information
“You're taking advantage
of the fact that people
are linked into their own
networks and providing
the supporting
information for the
attitude and behavior
change.”
-- Ronald Rice, the Arthur N. Rupe Chair
Social Effects of Mass Communication at the University of California
Source: http://www.ajc.com/search/content/metro/stories/2008/07/10/cdcgreetingsmet.html
11. Mobile Text Messaging Pilot
Number of Subscribers
18
16
Thousands
14
12
10
8 16,131 as of
6 2/8/2010
4
2
0
• Launched September 2009
• Subscribers receive three + messages/week
• Health message testing and user evaluation
NOTE: After subscribing, users are asked to respond to three optional questions: gender, age, and zip code.
This information enables CDC to better segment subscribers and send relevant, targeted health messages.
12. Health Behavior Change
How likely are you to How likely are you to
use any of the recommend CDC's text
information in text messaging pilot to a
messages to improve friend?
your health?
13. Reaction to Messages
Please rate your level of agreement with the following: Agree or
Strongly
Agree
The messages were easy to understand 91%
The messages were credible 90%
The messages were friendly 89%
The messages were timely 78%
The messages were informative 71%
The messages were helpful 70%
The messages gave me information on how to improve my health 70%
The messages were interesting 64%
The messages were useful to me 56%
The messages were relevant to me 54%
16. CDC in Whyville
• In-world vaccinations for
two strains of flu
• Modeling of two key
hygienic behaviors:
• Hand washing: hand
washing decreases
likelihood of infection
• Covering: elbow
covering of sneezes and
coughs decreases
spread of flu
• Vaccination celebration
with CDC flu expert
• Engaging Video Contest
and Flu Report
20. Selected CDC Twitter Demographics
Gender of Twitter Followers Age of Twitter Followers
160
200 140 @CDCFlu
120 @CDCEmergency
150
100 @CDC_eHealth
Male 80
100
60
Female 40
50
20
0 0
@CDCFlu @CDCEmergency @CDC_eHealth 18-39 years old
40-59 years old
60-75 years Over 75 years old
old
140
120
Education of Twitter Followers
100
80
60
40
@CDCFlu
20
@CDCEmergency
0
@CDC_eHealth
High School or Some college College degree Advanced
less degree
Source: CDC Twitter Survey 03/2010
25. More Social Media Resources
• eHealth Metrics Dashboard
http://www.cdc.gov/metrics
• Social Media Guidance:
http://www.cdc.gov/SocialMedia/Tools/guidelines/
• Social Media at CDC:
http://www.cdc.gov/SocialMedia/
26. Thank You!
Ann Aikin
Social Media Strategist
US Centers for Disease
Control and Prevention
aaikin@cdc.gov
@bujulicious
www.linkedin.com/in/annaikin
Connect with CDC!
@CDC_eHealth, @CDCemergency…
www.facebook.com/CDC
www.youtube.com/CDCstreaminghealth...