How local authorities can listen to social media to craft effective public health campaigns.

1. IN 10 MONTHS TIME
YOU WILL BE IN CHARGE OF
PUBLIC HEALTH
WHAT WILL YOU DO?

2. WHAT ROLE WILL SOCIAL MEDIA PLAY IN YOUR PUBLIC HEALTH CAMPAIGNS?
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3. UNDERSTANDING THIS WILL HELP YOU…
• Target activity at social media to deliver
cost-effective campaigns
• Optimise marketing campaigns for audience expectations
• Plan and benchmark marketing communications to demonstrate
value for money
• Gain unique insights to inform planning and delivery of public health
campaigns
• Access unmediated quantitative and qualitative insights to build a
more naturalistic picture of attitudes and behaviour
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remaining

4. THE TRUFFLENET SOLUTION 3
s 4
ContentExecutive Summary
1:
Section emes:
ion to th
Introduct
• A study of 3,000 comments by social media Section
2:
Obesity
use
Alcohol ab ssation
6
7
ce
Smoking
users in England and Wales about public health Focus q
uestions
bout pub lic healt
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• A 30+ page written report with qualitative and Persona
Affects
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Persona n
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quantitative insights Advertis ing / awar
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follows:
l media? by search term, gr
socia arch results
• Data tables segmented by region Volume of
Obesity
se
weight
- Lose eight
- Losing w
se
Alc ohol abu
inking
- Binge dr
• Conclusions and recommendations for effective - Drink
problem
cessatio
Smoking oking
n
h people
22
- Quit sm oking
ectly wit
public health campaigns - Stop
sm
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is the op their beh
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5. Which lth?
pu blic hea d by social media ebsites / users
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Results se t frequently appe rm theme
Top 10 m
os
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search te 40% of document 3
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5. THE TRUFFLENET SOLUTION - DELIVERABLES
REGIONAL
VARIATIONS
Results by region
How can local authorities use
social media to promote public
3% 5%
20%
Strongly negative 5% Scotland 9.3% of
health? Negative 60% conversation
Balanced 12% participants
12% Positive 20% were
60%
60% Strongly positive 3% from Yorkshire &
North Humberside
East
Northern
Ireland 8.8% of
An analysis of social media conversations North
Yorkshire and
Humberside
conversation
participants
11.0% of conversation
focused on promoting public health in the United were
West
participants were East
from the East of
from the Northwest Midlands
Kingdom England.
West
Midlands
East England
Wales
Greater
South London 21.9% of
South West
East
conversation
participants were
12.7% of conversation
from Greater
participants were from
London
the South East
Results by gender
Treat Bag 0.1% 0.4%
Pouch 0.5%
This report is designed to answer seven questions Single Bag 2.8%
0.3%
1.6%
relating to social media conversations concerning,
using data from the online environment. Big Bag 1.1%
2.5%
Large Box 0.1%
Maltesers Milkshakes 0.3% 0.1%
Ice Cream 0.3% 0.1%
Web, based on the search term between 23 0.2%
Hot Chocolate 0.5% 0.7%
November 2011 and 2 December 2011. This Celebrations 0.9%
search was conducted during the period leading White Chocolate Single
1.3%
1.9%
up to Christmas including the start of Advent. Bag
1.9%
Therefore mentions of seasonal are key features
within results. Box 6.5%
7.9%
During the search the system returned a total of
2055 results. From these results we extracted
2007 that were relevant to this analysis. Those
2007 results provided 23,922 separate pieces of
data that have been used throughout this analysis. Advent Calendar 11.5%
That is a ratio of 11.9 pieces of data per relevant
result (N.B. an explanation of data and results 9.4%
terminology is contained in the introduction).
The following section addresses each question with
a summary answer, drawn from the information
that is presented in this report:
Male Results Female Results
n=738 n=982
@CoachHuggs this is a quote
regarding public health in the uk, this is
20% of document
a quote regarding public health in local
authorities in the uk, this is a quote remaining
@tymac721
How can local authorities use social media to promote public health? 2
Front page of report Example of data results tables indicated by region and by gender

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