Social Media analysis and benchmark reporting for NIH All of Us Research program's national launch activities.

1. Social Media
Benchmark Recap
May 23, 2018
Precision Medicine Initiative, PMI, All of Us, the All of Us logo, and “The Future of Health
Begins with You” are service marks of the U.S. Department of Health and Human Services.

2. Content
Channel Vitals
 KPI Recaps
 Follower Growth
 Follower Growth Influence
 Launch Influence
 Channel Engagements
 Most Engaging Posts
Launch Activity
 Ad Campaign
 Facebook Live
 Twitter Chats
Program Impact
 Brand Discussion
 Website Traffic
 Conversion Events
Recommendations
 Audiences
 Engagement
 Content
 Paid Support

3. CHANNELS REVIEW

4. 4
KPI Dashboard Recaps
Aggregated Views for Facebook, Instagram & Twitter.
Overall Engagement Trend: Year-to-Date
Overall Engagement Trend: Last 30 Days
Reviewing overall performance
Year-to-Date compared against the
Last 30-Days, we can clearly see the
impact of the increased activity and
publishing schedule associated with
the Launch date.
All baseline metrics show marked
improvements year-over year and
month over month.
Takeaway: more is simply better on
social media with consistent and
frequent publishing a critical factor to
growing followers, raising awareness
and creating engagements.

5. 5
YTD Follower Growth
11,861 Lifetime Combined Followers
The increased activity preceding
launch (and since) has created a larger
follower base across all social media
channels.
Increased publishing along with paid
advertising support clearly makes a
difference in growing our social media
followers.
The goal now is to keep the
momentum going by continuing to
execute at these levels, while
reinserting a paid media effort and
strategy behind daily execution.
30-Day Follower Growth
Facebook 5,196 +314%
Instagram 288 +101%
Twitter 1,466 +49%
6,950 New Followers Over the Last 30 Days
(we more than doubled our follower count – a 141% increase)

6. 6
Follower Growth Influence
Goal: create repeatable and consistent cycles of high engagements.
Reinforcing the benefits of paid
advertising with an increased
publishing schedule, over the last 30-
days we can clearly see the impact on
growing social media followers for
each of the All of Us Research social
media profiles.
The size of our follower base for each
of our social media profiles is critical
for building awareness, engagements,
viral and word of mouth influence, as
well as ultimately conversions.
But there’s another key benefit which
can’t be overlooked. An active and
vibrant community also serves to
reinforce long-term program retention
and creates advocates for the program.
Ads – People who clicked ‘Like’ in an Ad or
Sponsored Story directing to your Page.
Page suggestion – People who liked your Page
through an invite from an admin.
Page profile [Referral & Word of Mouth Influence] –
People who clicked ‘Like’ on the Page itself.
Newsfeed [Viral Influence] – Posts you’ve
distributed and people have found in the newsfeed.
Search [Word of Mouth Influence] – People who
liked your Page from their search results.
Post Publishing Cadence:
YTD Posts (324) / Last 30-Days Posts (177)
There is a direct correlation exists with advertising and increased
publishing measured against greater levels of engagements.
The Goal is to create these repeatable cycles of high
engagements to continually build awareness and stimulate
Follower Growth, while driving traffic back to the website to
impact conversion events.
Paid Support
Greater Publishing
Twitter Chats
Facebook Live
Instagram Launch
Post
Publishing
Post
Engagements
Last
30-Day
Page Like
Sources
6,950 New Followers
Paid Support
Greater Publishing

7. 7
Launch Day Time Period Influence
Continue to build momentum and influence using analytics to develop best practices.
Heightened social media activity
surrounding the launch day and
associated events made significant
impact across user engagements.
We can see post engagement and
social follower influence directly
coinciding to Launch. We can also see
the impact of our ad campaigns on
engagements which began on May 1.
As awareness grew across social media
during this time period, website visits
from our social media efforts increased
with lingering effect.
Although these metrics are early
benchmarks (which we will continually
monitor and measure), they do visually
represent the opportunities with a
sustained and amplified social media
effort.
Post Engagements
Post Publishing
Social Referral Website Visits
New Social Followers

8. 8
Facebook Engagement Trends
Current Facebook Fans: 6,847 / Facebook Followers: 7,251
Year-to-date numbers are respectable
with the last 30-days having greatest
influence.
A larger Fan base and an increased
publishing schedule will improve these
numbers with greater consistency and
month over month improvements.
Campaign planning, milestone
performance goals, Sponsored Posts,
and performance analysis to continually
develop best practices will aid in these
efforts.
Facebook Engagement Trend: Year-to-Date
Facebook Engagement Trend: Last 30-Days

9. 9
Top Performing Facebook Posts x Engagements
Post Reach & Engagements are Limited until number of Fans Grow.
Our Top Three Posts by Engagements
are videos (5 out of Top 10). Fans and
Friends of Fans are gravitating to posts
which introduce and explain the
program.
Throughout 2018, content should
heavily focus on educating a mass
audience as new Fans discover the AOU
Facebook Page.
Storytelling will be key to keep the
message fresh using a mix of creative
and interesting visuals.
Challenge: keeping Fans engaged after
signup.

10. 10
Twitter Engagement Trends
Current Twitter Followers: 4,441
As with Facebook, Twitter’s greatest
influence has been over the last 30
days.
These numbers will improve with
tweeting more often and with the
continuation of periodic Twitter Chats.
As a news and information
dissemination channel, a backlink
strategy directing traffic back to the
website using varying content and
campaign approaches should be
experimented with to develop best
channel practices measured against
conversion events.
Key Takeaway: tweet more often and
create CTAs that link to the website.
Twitter Engagement Trend: Year-to-Date
Twitter Engagement Trend: Last 30-Days

11. 11
Top Performing Twitter Posts x Retweets
Greater mass influence can be realized via a series of aspirational campaign themes.
Twitter’s best use is to consistently
tweet multiple times per day using
program updates, event dates, micro-
moment emotive take-aways (quick
informational and motivational
snippets), and CTA backlinks to the
website.
With any given tweet’s lifespan being
very short, there is no danger for over
tweeting. However, we detract from
awareness goals for not tweeting often
enough – namely less exposure and
engagements.
Challenge: how to produce sufficient
quantities of fresh, daily content which
can be aspirational to keep the tweet
machine going and to reach the largest
possible general population audiences
at scale.

12. 12
Instagram Engagement Trends
Current Instagram Followers: 573
Instagram launched in April. The
channel is beginning to build
momentum as a touchpoint in the
overall user discovery journey.
What’s promising are the number of
video views over a short period of
time and with a small Follower base.
It is encouraged to use videos
frequently and to support overall
efforts with paid support to maximize
followers, reach and influence.
Instagram Engagement Trend: Year-to-Date
Instagram Engagement Trend: Last 30-Days

13. 13
Top Performing Instagram Posts x Engagements
Audience Size Matters.
Audience size does matter. As a new
touchpoint, there should be a
concerted effort to grow the Follower
base using paid media support.
Instagram’s industry average
engagement rates are higher over
both Facebook and Twitter.
As a visual medium, we should strive
to produce a steady stream of daily
content, which can be leveraged and
re-purposed from other social
channels.
A separate stream of content
specifically produced for Instagram
would be ideal as well.
Challenge: content and followers.

14. LAUNCH ACTIVITY

15. 15
Pre-Launch Ad Campaign Results
Each campaign had solid performance with bonus impact on other events.
Our National Ad Campaign kicked off on
May 1 with added Launch Day support.
Three ad campaigns were designed to
support Launch and related activities.
Over this short window of time and
with a minimal media buy, the
campaigns were extremely successful in
raising awareness, attracting new
Facebook Fans, and driving people to
the All of Us Research Facebook Page.
Added bonus impact (without an actual
call to action) included website click-
thru to enroll in the program.
Paid media support across social media
should be a vital strategic and tactical
component in our social media
execution.
Facebook Ad Campaign Results
May 2, 2018 - May 6, 2018
385,337 Total Ad Impressions Served
Campaign Recap Results
 1,248 new Facebook Followers
 367 Clicks to Watch Live Stream Video
 21 Conversion Events, including 18 Accounts Created

16. 16
Facebook Live Event
FB Live + Microsite Proved to Be a Winning Combination.
The use of Facebook Live to stream the
Launch Day national video feed created
enhanced awareness across the
country. Paid media support helped to
drive traffic to the All of Us Research
Facebook Page in advance and during
the live stream event. In addition, the
Launch Day Microsite served as a
secondary touchpoint to complement
the FB Live event and created even
further awareness for the launch of the
national program.
Microsite Visits
Social Metrics for Launch Day
 Posts: 18
 Post Reach: 1,249,832
 Engagements: 1,124
 Engagements / Post: 75
 Online Mentions: 1,563
 Online Mentions Reach: 16,075,984

17. 17
Twitter Chat (May 8)
Twitter Chats Create One Additional Touchpoint to Engage Mass Audiences.
Twitter Chat reached a sizeable
audience with even greater impact for
potential reach and awareness. Total
mentions during the Twitter Chat was
9x our own tweets indicating their was a
great deal of chatter going on using the
#JoinAllofUs hashtag.
Throughout the hour-long discussion,
we had a 26:1 Positive to Negative
sentiment ratio (580 positive mentions
vs. 22 negative mentions) indicating the
program is being well received.
Of the three top tweets retweeted,
people wanted to share how to join and
program benefit information, which are
excellent signs that the program is
gaining early momentum for people
showing enrollment interest.
@AllofUsResearch Tweet Engagement
@AllofUsResearch Twitter Chat Reach Influence
136 Distinct Users / 568 Mentions
32,405,626 Total Reach

18. 18
Twitter Chat (May 17)
WebMD’s Participation Influence Can Be Seen in the Potential Reach.
The second in the ongoing series of
Twitter Chats reached a new audience
with the participation of WebMD.
Although this Chat session was smaller
than the previous one relative to the
number of people actively participating,
WebMD’s own Twitter reach and
influence gave us the opportunity to
spread awareness for the program
across their own large Twitter audience.
Of the two top tweets retweeted, people
showed interest to understand more
about the program benefits aligning to
anticipated early awareness behaviors
within the general population.
@AllofUsResearch Tweet Engagement
@AllofUsResearch Twitter Chat Reach Influence
68 Distinct Users, 330 Mentions
89,141,452 Total Reach

19. PROGRAM IMPACT

20. 20
Social Media Attributed Brand Discussion (YTD)
Sentiment and Distinct Users are Leading Indicators for Program Adoption.
Based upon the year-to-date review,
the online brand discussion is indeed
growing coinciding with launch as
expected.
Going forward, monitoring the
discussion for sentiment and
measuring how many distinct users are
active in the conversation will be
leading indicators for whether the
program’s awareness and interest is
growing within the general population.
To continuously stimulate and to grow
the online brand discussion requires
the amplified social media effort
previously demonstrated, and which
will be optimized at milestone cycles as
early benchmarks are established.

21. 21
Social Media Attributed Website Traffic (YTD)
Daily website visits are increasing with the help of social media.
Social Media influence is growing. We
can clearly see the upwardly trend for
website traffic influence.
The trend should continue as our
follower base grows and as we realize
higher month-over-month follower
engagements.
A consideration as campaigns are
planned, opportunities should be
developed for frequent backlink call to
actions to reinforce website traffic and
key conversion events.
Of note, Facebook is currently the
leading website traffic generator for
social media. With a bit more strategic
use of Twitter using a backlink strategy,
Twitter too can become much more
influential for creating website traffic.
14,392 Website Visits via Social Clicks

22. 22
Social Media Attributed Conversions (YTD)
Majority of Conversion Events Came via Launch Activity. Case Proof is Evident.
Although social media is primarily a
touchpoint for building awareness, we
can see the influence on measurable
conversion events.
The increased social media activities
with paid media support leading up to
Launch and beyond demonstrates the
impact of a well executed and focused
effort.
The goal moving forward is to execute
against milestone goals and to
continually optimize our strategic and
tactical directions using the various
tools in our toolkit to maximize reach,
awareness and conversions.
477 Accounts Created
285 Consents Completed
66 Newsletter Subscribers

23. RECOMMENDATIONS

24. 24
Where We Want to Be + How We Get There
Opportunities are boundless. Let’s get to work.
Recap Review
As we move past national launch and as we continue to execute across social media, we’ll need to
continue to focus on six key core social media execution objectives:
1. Rapidly grow audiences at scale, specifically within the UBR general populations
2. Amplify publishing and maximize engagements
3. Strategically create a series of information (educational) campaigns
4. Leverage a backlinking strategy to the website, especially with Twitter
5. Develop more emotive storytelling, conversational and visual content
6. Leverage paid media support across all social media objectives
Next Steps
Follower Growth Maximize Engagement Content Development + Optimization
Use general population archetype images, so
audiences can self-identify with visual cues
Publish more frequently Increase use of photos and images
Apply media budgets to target and reach wider
diverse audiences at scale
Use more videos and embed natively Develop shorter, micro-moment content
Develop emotive, personal appeal content Increase use of photos and images Support and amplify local activities/partnerships
Cross promote social channels Engage more frequently in online conversation
Coordinate with consortium partners to increase
content volume, publishing frequency, and
message pull through
Publish more frequently for broader discovery Increase rate of response (customer care)
Measure, evolve, replicate, and adjust based on
performance. Hone best practices.

25. Produced by
25