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Going Social 4 Health Impact
Ann Aikin @bujulicious
Social Communications and Healthcare Conference
May 11, 2010
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
CDC’s eHealth Strategy
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)
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
Multiple Formats
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
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!
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.
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
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.
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?
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%
H1N1 and Seasonal Flu Social Media from CDC
Whyville Quick Facts


                   • More than 5 million registered citizens.
                   • Each month, more than 2 million visits
                   are made to Whyville.
                   • About 60,000 new boys and girls
                   register as citizens every month.
                   • The average, citizens spends more than
• Girls
outnumber boys     30+ minutes per visit in Whyville.
2 to 3             • This population of tweens represents a
• Average age is   concentrated, tough-to-reach
12 1/2             demographic.

                                  © 2008 Numedeon, Inc.
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
Virtual World: Whyville
2009-2010 Flu Results in Whyville

                                     Visits to Jimmy and Timmy
                                    in City Hall: 52,366

                                    • Virtual Vaccinations:
                                         • WhyFlu
                                         Vaccination: 14,749
                                         • WhyMe Flu
                                         Vaccinations: 12,369

                                    • Number of Flu Infections:
                                        • WhyFlu
                                        Infections: 25,408
                                        • WhyMe Flu
                                        Infections: 27,858

                                    • Hand Washings: 214,772
                                    • Cough and Sneeze
                                    Coverings: 184,716
CDC Twitter
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
Selected CDC Twitter Findings




  Source: CDC Twitter Survey 03/2010
Selected CDC Twitter Findings




  Source: CDC Twitter Survey 03/2010
Selected CDC Twitter Findings




  Source: CDC Twitter Survey 03/2010
i know Campaign
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/
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...

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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%
  • 14. H1N1 and Seasonal Flu Social Media from CDC
  • 15. Whyville Quick Facts • More than 5 million registered citizens. • Each month, more than 2 million visits are made to Whyville. • About 60,000 new boys and girls register as citizens every month. • The average, citizens spends more than • Girls outnumber boys 30+ minutes per visit in Whyville. 2 to 3 • This population of tweens represents a • Average age is concentrated, tough-to-reach 12 1/2 demographic. © 2008 Numedeon, Inc.
  • 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
  • 18. 2009-2010 Flu Results in Whyville Visits to Jimmy and Timmy in City Hall: 52,366 • Virtual Vaccinations: • WhyFlu Vaccination: 14,749 • WhyMe Flu Vaccinations: 12,369 • Number of Flu Infections: • WhyFlu Infections: 25,408 • WhyMe Flu Infections: 27,858 • Hand Washings: 214,772 • Cough and Sneeze Coverings: 184,716
  • 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
  • 21. Selected CDC Twitter Findings Source: CDC Twitter Survey 03/2010
  • 22. Selected CDC Twitter Findings Source: CDC Twitter Survey 03/2010
  • 23. Selected CDC Twitter Findings 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...