SXSW Slidedeck: BIG data+social media+economics=BIG nutritional Δ? Heiberger, McCormack, Chang, Raymond

1. BIG DATA SOCIAL MEDIA ECONOMICS
NUTRITIONAL CHANGE

2. Moderator and Research Team
 Keaton Raymond, B.S.
 Moderator, Nike+ Contact Lead
 Greg Heiberger, Ph.D.
 Principle Investigator
 Undergraduate Program Manager, SDSU
 Lacey McCormack, Ph.D., MPH, RD, LN, HFS
 Co-Investigator
 Assistant Professor, SDSU
 Kuo-Liang (Matt) Chang, Ph.D.
 Co-Investigator
 Assistant Professor, SDSU

3. Discussion Format
 Discussion and analysis
 32-week research project which collected
millions of data points regarding nutritional
purchase
 12-week social media intervention with 450
emerging adults aimed to affect nutritional
choice
 Analysis through the tools and lens of
each researcher

4. The lenses through which the
research team members see the
world

5. @greg_heiberg
er

6. Lacey
McCormack

7. Matt Chang

8. Research Study
 32-weeks collecting BIG nutritional data
 Focus groups informing a:
 12-week nutritional change intervention
 Analysis
 Nutritional
 Economic
 Social media efficacy

9. BIG Data
 Who & What
 3,700 students purchase data for 32-weeks.
Millions of data points collected. Millions of
dollars spent.
 Where
 Every on-campus point of sale for prepared food
 When
 Fall 2014 – Spring 2015
 Why
 Set a baseline for current nutritional purchase
(via caloric intake, USDA food grouping, etc.)

10. Econ Analysis
 AIDS Model

11. Nutritional Data match
 All menu items will be matched
nutritionally to the student
 USDA
 Caloric intake

12. 12-week intervention

13. Recruitment of Participants
 450 students recruited Fall 2014
 Pre-data collected (BMI, weight,
questionnaire = $25 incentive)
 Post-data (BMI, weight,
questionnaire = $25 incentive)

14. Recruitment of Participants
 75 assigned to each group
 75% engagement = $50 incentive
 Engagement = follow and engage
with assigned medium

15. Experimental Design &
Group Assignment

16. 12-week intervention
 2 nutrition messages delivered per week
(specific to campus dining locations)
 To receive a $50 incentive participants
must respond to 75% of the messages:
 Instagram group must like
 SnapChat group must view
 Slingshot group must SnapBack their most
recent meal
 Facebook group must like
 Face-to-face group must attend in person
 Control group – no enrollment or action

17. Example

18. Social media purposefully chosen for
this study for graduated levels of
engagement
Facebook = Baseline (many nutrition
educators and dining facilities use it)
Instagram = passive (only have to “like”)
SnapChat = moderate engagement (must
watch before it dissappears FOREVER)
SlingBox = high engagement (must sling-back
photo so see our message)
Face-to-face = traditional education medium
Control = gotta have it for strong research
design ;-)

19. Analysis
 Engagement level with medium
 Efficacy of each medium
 Maximum payoff for administrators of social
media accounts
 Nutritional Change pre-, during, post- study
 Economic Theory Application (AIDS Model)

20. Team Bio’s

21. Greg Heiberger, Ph.D.
Dr. Heiberger is an engaged and analytical leader in the research,
design and implementation of emerging technologies into the higher
education learning environment. He has 10 years of experience in higher
education - spanning university administration, teaching and research in
both academic and student affairs. He has won numerous awards from his
peers and students for his rigorous and engaging teaching and advising.
Dr. Heiberger was also recently names an HHMI & National Academies of
Sciences Education Fellow.
Greg’s research-to-practice approach has spanned projects
including one of the first studies examining Facebook and student
involvement theory, Twitter’s impact on college student engagement and
more recent research analyzing the impacts of social media in micro-aggressions
with under-represented students and the impacts of iPads in
collaborative learning environments. He is at the forefront of researching
the impact of new technology and social media in emerging adulthood.

22. Lacey McCormack, Ph.D.,
MPH, RD, LN, HFS
Dr. McCormack has a background in public health nutrition and
holds a PhD in nutrition from South Dakota State University. In addition,
she is a licensed, Registered Dietitian and an American College of Sports
Medicine certified Health/Fitness Specialist. She has spent over 10 years
in research, spanning a variety of positions and responsibilities, building a
solid understanding of how to design, conduct and disseminate research.
She has worked on an observational study that’s followed over 1,200 rural
individuals in South Dakota for almost 10 years and directed the
implementation of the multi-state, multi-million dollar NIH funded research
study. She has played a role in multiple cross-sectional and behavioral
intervention studies and has experience crafting study designs, securing
funding and collecting, managing, analyzing and publishing data. Her
nutrition expertise and research background positions her well for
overseeing nutrition-related aspects of this project (including social media
messaging) and in study design and analysis.

23. Kuo-Liang (Matt)
Chang, Ph.D.
Dr. Kuo-Liang “Matt” Chang holds a Ph.D. in Economics from
University of Utah. His expertise is in the areas of consumer
economics and value identification, with an emphasis on
agricultural products that contribute to the profits and
sustainability of regional economy and local community. Dr.
Chang’s background is very relevant to this project because
much of the research he has conducted has involved with
research methods that examine consumers’ behavior and
producers’ price strategies. He is also very interested in studies
of how financial incentives affect consumers’ behavioral towards
unhealthy consumption such as tobacco, betel, and alcohol.

24. Keaton Raymond,
Nike+ Contact Lead
Serving as the session’s moderator – Keaton will bring a
business/industry perspective on social media and wellness. Keaton
regularly works to develop and deliver on strategies revolving around
Nike+ marketing and consumer services. For the past three years,
Keaton has played a direct role in helping support the social media
strategies surrounding the Nike+ Support spectrum (Twitter, Facebook).
He has managed or consulted on numerous projects centered on
utilizing new technology and/or ideas in the social realm. Before this, he
managed the first support team for Nike+ for two years, watching the
team grow exponentially with the introduction of the first Nike+
FuelBand. As an avid runner and lover of all things "tech", Keaton holds
a vested interest in experimenting with how to promote fitness in new
ways.

25. Resources
 Support for this project was provided by
the Sanford Health – SDSU
Collaborative Research program and by
the SD Board of Regents R&D
Innovation program.
 Photos: