the virtual immunization communication (vic) network is a ......2015/07/16 · action • we reach...
TRANSCRIPT
The Virtual Immunization Communication (VIC) Network is a project of the
National Public Health Information Coalition (NPHIC) and the
California Immunization Coalition, funded through a cooperative agreement with the
Centers for Disease Control and Prevention.
1
Webinar Objectives
• Inform public health professionals and health communication specialists of
the value of social media
• Explore best practices for effective and impactful social media use in the
workplace
• Define tools and tactics for using social media efficiently
• Identify the latest social media resources from the Centers for Disease
Control and Prevention
• Review tools, resources and key messages for National Immunization
Awareness Month (#NIAM15 )
.
Social Media Strategies for
Public Health Messages
Featuring Tools and Resources for Promoting
National Immunization Awareness Month!
2
A nationwide ‘virtual’ immunization community
of health educators, public health
communicators and others who promote
immunizations.
3
Twitter @VICNetwork
Facebook VICNetwork
Tweet and Follow
Submit Written Questions at Any Time Using the Q&A Panel
3) Click Send
2) Address your questions to All Panelists
1) Type your question into the box at the bottom
3) Click the “Send” Button
1.) Type your question into the small box at the bottom
2.) Address your question to “All Panelists”
3.) Click the Send Button
Katerina Hamelin Associate Consultant, Digital Strategy
APCO Worldwide
TITLE of PRESENATION
6
SOCIAL MEDIA BEST PRACTICES
PREPARED BY APCO WORLDWIDE
KATARINA HAMELIN, DIGITAL STRATEGIST
JULY 16, 2015
1. SOCIAL MEDIA—WHY USE IT?
2. BEST PRACTICES FOR BETTER ENGAGEMENT
3. TOOLS THAT MAKE YOUR JOB EASIER
SOCIAL MEDIA–WHY USE IT?
1 2 3 4 BRINGS YOUR OFFLINE GOALS ONLINE
EXTENDS YOUR REACH
DRIVES TRAFFIC
ENGAGES AND CONNECTS
CHOOSE THE RIGHT PLATFORM
SNAPCHAT FACEBOOK TWITTER LINKEDIN INSTAGRAM PINTEREST BLOGS YIKYAK GOOGLE+
SOCIALLY ENGAGED EMPLOYEES STRENGTHEN YOUR BRAND’S GOALS
• Employees have 10x the connection than any given brand
• Employees are the best W.O.M marketing & communications program
• Employees are trustworthy and greatly influence audiences
MOTIVATION TO ENGAGE
Incentive initiatives
Share inspiration
Create a sense of inclusion
EFFECTIVE ENGAGEMENT STEMS FROM: • INSERTING YOUR ORGANIZATION IN THE
LARGER CONVERSATION
• ENGAGING AT THE RIGHT TIME
• COORDINATING/LEVERAGING CONTENT
• MAKING IT EASY FOR OTHERS TO SHARE
SOCIAL MEDIA GUIDELINES
VS DON’TS DO’s
JOINING THE LARGER CONVERSATION
#IMMUNIZE #VACCINE
#IMMUNIZATION
#PUBLICHEALTH #GETVAX
#VAXFAX
#VACCINESWORK #VACCINATE
INSERT YOUR ORGANIZATION INTO THE LARGER CONVERSATION: • PROMOTE HASHTAGS
ON YOUR COLLATERAL
• USE APPROPRIATE HASHTAGS ACROSS YOUR SOCIAL CHANNELS
• RESEARCH OTHER RELEVANT/TRENDING HASHTAGS BEING USED
@MENTIONING & SHARING INCLUDE YOUR SUPPORTERS & OTHERS IN THE CONVERSATION
SHARE CONTENT THAT’S COMPELLING AND RELATABLE TO JUST ABOUT ANYTHING
ENGAGE WITH USERS
DON’T BE A ROBOT
VOLVO
CHEVROLET
COMCAST
EFFECTIVE ENGAGEMENT
APPROACH TO NEGATIVE COMMENTARY • RESPOND WITH FACTS
• RESPOND WITH A SOLUTION
• IGNORE THE COMMENT
• HIDE THE COMMENT
• RESPOND WITH A MINI-CAMPAIGN
COORDINATING & LEVERAGING CONTENT
LEVERAGE COORDINATE
MAKE IT EASY
TIME IS MONEY
TIME IS MONEY TAKE ADVANTAGE OF THE TOOLS YOU HAVE ACCESS TO THAT CAN MAKE SOCIAL SHARING EASIER AND MORE EFFICIENT.
• EDITORIAL CALENDAR
• ANALYSIS TOOLS
• MONITORING TOOLS
• SCHEDULING TOOLS
EDITORIAL CALENDAR
TOOLS THAT MAKE YOUR LIFE EASY
HASHTAGIFY THIS IS A FREE HASHTAG MONITORING PLATFORM FOR TWITTER THAT HELPS USERS AMPLIFY THEIR REACH, IDENTITY AND REACH THE RIGHT INFLUENCERS.
TOPSY TOPSY ALLOWS USERS TO SEARCH AND COMPARE THE NUMBER OF MENTIONS FOR ANY TERM OR USER ON TWITTER. THIS FREE TOOL IS GREAT FOR ANALYZING ONLINE CONVERSATIONS.
HOOTSUITE THIS FREE PLATFORM ALLOWS YOU TO BOTH MONITOR CONTENT AND SCHEDULE CONTENT TO POST FROM A FEW SOCIAL MEDIA ACCOUNTS.
SOCIAL MEDIA BEST PRACTICES
PREPARED BY APCO WORLDWIDE
KATARINA HAMELIN, DIGITAL STRATEGIST
Maureen Marshall, M.S. Health Communication Specialist,
Centers for Disease Control and Prevention,
National Center for Immunization and
Respiratory Diseases
TITLE of PRESENATION
28
Social Media NCIRD Strategies & Resources
Maureen S. Marshall, MS
Health Communication Science Office, NCIRD, CDC
July 16, 2015
Immunization and Social Media
• Opportune time to be educating about vaccines on social media channels
– Increased awareness • Disney measles outbreak became national news
• Active engagement on both sides of California SB 277 covered nationally
– Tracking KABs (knowledge, attitudes, beliefs) • C.S. Mott Children’s Hospital (Univ of Michigan
Health System) National Poll on Children’s Health
• Ongoing CDC surveys
NCIRD Social Media Strategy Social media is part of our overall communication strategy
Segment audiences to inform/educate and to encourage/inspire with a call to action
• We reach out to the public to – Educate about risks of vaccine-preventable diseases – Inform on the benefits and risks of vaccines – Point to recommendations for who needs vaccines and when – Encourage talking with healthcare professionals
• Ask questions • Determine action for patient’s situation
• We engage with healthcare professionals to – Provide tools to help with conversations on vaccines – Remind of missed opportunities for vaccines, esp. of preteens and teens – Increase awareness of need for adult vaccines, esp. if caring for patients
with chronic conditions – Inform about new reports and publications
NCIRD Channels
• @CDCizLearn – Targeting HCPs and PHPs who recommend and/or
administer vaccines
• @CDCflu
• General – CDCgov Facebook
– CDCgov Google+
– CDCgov YouTube
– CDCgov Pinterest
– @CDCgov
– @DrFriedenCDC
Execution of Social Media Strategy Guided by risk communication principles, CDC social media best practices, and ongoing research…
• Craft messages that are – Targeted – Actionable – Relevant – Timed and repeated/rephrased – Measurable
• Post regularly – Answer questions – Correct errors – Increase activity during outbreaks and “hot topics” – Remain relatively silent amid negative dialogues
• Include visuals whenever possible – Increase engagement and shareability
• Listen, monitor, and measure • Revise and reuse
Which CDC Tools Can You Use?
Copy and repurpose/revise/reuse • Digital images
– Dig through CDC’s Public Health Image Library http://phil.cdc.gov/phil/home.asp
– Search for “image” within CDC • Example for measles infographics,
www.cdc.gov/measles/resources/web-buttons.html
• Example for flu animated images, www.cdc.gov/flu/freeresources/animated-images.htm
• Web content and links – Fact sheets, quizzes
– Suggested FB and Twitter messages on CDC sites • Example of infant and children vaccination messages,
www.cdc.gov/vaccines/events/niiw/web-etools.html
Example, Linking from Facebook 1. Draft message
2. Find CDC web page that offers details/more info on your topic
3. Insert CDC url at end of your message
4. Select CDC image to display
5. Post
Example, Repurposing on Twitter 1. Identify vaccine content that you find engaging
2. Craft message to encourage engagement in your followers
3. Credit your source and include link
4. Post
Example, Customized Retweeting 1. Identify relevant tweet from credible source
2. Draft message that reinforces or amplifies the message
3. Post/retweet
Example, Retweet and Share 1. Follow like-minded profiles
2. Identify message that resonates
3. Share or retweet
Scheduling & Monitoring Your Messages
• Be repetitive, as your first message may be missed
• Be timely; best timing for posts seems to be – Later in the day on Twitter
CDC tool indicates our best engagement occurs Tuesday afternoons , contrary to mindset indicating weekends are best
– Thursday/Friday on Facebook “The less people want to be at work, the more they are on Facebook”
– Saturday evening on Pinterest
– When people are talking about a topic or looking for more information
• Be engaged
Traditional Resources
• CDC Health Communicator Social Media Toolkit www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolkit_bm.pdf
• CDC Guide to Writing for Social Media www.cdc.gov/socialmedia/tools/guidelines/pdf/guidetowritingforsocialmedia.pdf
• HHS Social Media www.hhs.gov/web/socialmedia/
• GSA Social Media www.digitalgov.gov/category/socialmedia/
• Follow on social media – @Digital_Gov
– @GreatGovTweets
– @CDCizlearn
– @CDCgov
– Facebook/CDC
Q & A Session
42
National Immunization Awareness Month
43
Nancy Erickson Communication Director
Vermont Department of Health
TITLE of PRESENATION
44
National Public Health Information Coalition
August 2015 • Communication Toolkit
GOAL Promote the importance of immunizations
across the lifespan
TOOLKIT 3rd year for NIAM – fully loaded/fully updated
www.niphic.org/niam
CONTENTS Weekly themes
Sample key messages
Vaccine information
FAQs
Sample news releases, articles
Sample Facebook, Twitter messages
Web links and resources
GRAPHICS Web banners
Facebook cover photos
Facebook timeline graphics
Posters
THEMES
Suggested weeks
Tie to news/reports
JULY
Ready for School?
AUG 2-8
Preteens/Teens
AUG 9-15
Pregnant Women
AUG 16-22
Adults
AUG 23-29
Birth to 6
July/August Preschool through college-age
August 2-8 Preteens and teens
Suggested Weekly Themes
August 9-15 – Pregnant women
August 16-22 – Adults
Suggested Weekly Themes
August 23-29 Birth through age 6
SOCIAL MEDIA
August 17 #TeamVax
www.nphic.org/niam
#NIAM15
Suggested Weekly Themes/Day
Ian Branam, MA Health Communication Specialist
Contractor, Northrop Grumman
National Center for Immunization and
Respiratory Diseases
TITLE of PRESENATION
51
Social Media
The official hashtag for NIAM is #NIAM15
We encourage you use sample social media
messages provided in the toolkit to promote
vaccination during #NIAM15 www.nphic.org/niam
CDC will also be using the hashtag #TeamVax
during NIAM to show how individuals, communities,
partner organizations, and healthcare professionals
together support vaccination
We encourage you to join #TeamVax during NIAM
by sharing tweets and posts
Thunderclap-1
Join #TeamVax during #NIAM15 by supporting CDC’s
Thunderclap event
What is Thunderclap?
Thunderclap is a social media tool that allows supporters to sign up in advance
to share a unified message at a specific time via their individual Facebook or
Twitter accounts.
Here’s how it works:
CDC sets up a Thunderclap page with one social media message
Organizations and individuals go to page and click “support”
The social media message is automatically posted at the same time for all profiles that
support that event
Thunderclap-2
Stay tuned for more details and how to
participate closer to NIAM
For more information on Thunderclap, visit:
https://www.thunderclap.it/
Submission Form
We also encourage you to share all the great work
you do for NIAM by filling out the brief online
submission form at www.nphic.org/niam
The activities you submit will show up on the
activities page, which can serve as inspiration to
other organizations as they plan for NIAM.
Questions or ideas?
Please contact Ian Branam ([email protected]) or
Nancy Erickson ([email protected]) with
any questions or ideas.
For more information or to download the toolkits,
visit: www.nphic.org/niam.
Q & A Session
57
Please Complete
Online Evaluation!
58
Resources
Centers for Disease Control and Prevention
www.cdc.gov/vaccines
National Public Health Information Coalition
www.nphic.org
60
National Public Health Information Coalition
www.nphic.org
California Immunization Coalition
www.immunizeca.org
Thank you for your support and your
participation !
61