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
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. Strategies for Maximizing Digital Impact National Immunization Awareness Month Webinar Objectives • Learn best practices for creating effective and impactful social media content on immunization Explore social media platforms to know for today and tomorrow • Identify CDC web resources that can be used or adapted for use in clinical or • state/local immunization digital promotions • Understand CDC strategy and social media plans for NIAM Review toolkit and key messages for National Immunization Awareness Month • 3
A nationwide ‘virtual’ immunization community of health educators, public health communicators and others who promote immunizations. 4
Access the Q&A Panel From Split Screen Welcome to the Webcast! We Will Be Starting Momentarily.
Questions for Presenters? 6
Frequently Asked Questions 1. Will I be able to get a copy of the slides after the webinar? Yes – a copy will be posted on the VICNetwork.org site 2. Will I receive a copy of the webinar recording? Yes - a copy will be posted on the VICNetwork.org site
Mark Avera Vice President – Digital Porter Novelli 8
VICNetwork Webinar: Strategies for Maximizing Digital Impact MAXIMIZING MAXIMIZING DIGIT DIGITAL AL IMP IMPACT CT ON SOCIAL ON SOCIAL MEDIA MEDIA Mark Avera Vice President, Digital
VICNetwork Webinar: Strategies for Maximizing Digital Impact POLL What is your largest social media challenge? 1. Effective strategy and planning 2. Creating content (quality, volume, topics, etc.) 3. Generating visuals (graphics, photos, charts, video, etc.) 4. Understanding quickly changing social media landscape 5. Finding time to manage accounts or program 6. Measuring success 7. No challenges 8. Other
VICNetwork Webinar: Strategies for Maximizing Digital Impact THE THE TIME IS TIME IS NO NOW 90% 62% Men 77% 90% 65% 51% 35% 35% 68% Women 18-29 30-49 50-64 65+ More than 3/4 of adults under Gender, racial and ethnic Most U.S. adults 50 use social media, and use similarities in usage rates now use social among those 65+ has more show only minor networking sites, a than tripled since 2010 differences in social media nearly tenfold jump adoption in 10 years All data from Pew Internet Research, published October 8, 2015 : http://www.pewinternet.org/2015/10/08/social-networking-usage-2005-2015/
VICNetwork Webinar: Strategies for Maximizing Digital Impact
VICNetwork Webinar: Strategies for Maximizing Digital Impact THE PROCESS Planning 1 Platforms Performance 7 2 Social Media & Content Marketing 6 3 Participation Production 5 4 Promotion Publishing
VICNetwork Webinar: Strategies for Maximizing Digital Impact THE ELEMENTS OF DIGITAL CONTENT STRATEGY Organization Audience Effective content… Objectives Needs • Meets target audience wants or needs • Supports organizational objectives • Capitalizes on opportunities in the existing publishing context Publishing • Achievable with available resources Resources Context
VICNetwork Webinar: Strategies for Maximizing Digital Impact 10 TIPS FOR CREATING SOCIAL MEDIA CONTENT Headlines trump Stand out with Relevance drives Quality impacts Long-form can be all else visuals and video performance reputation long-form Post regularly and Help your Always be testing Write posts that Encourage users consistently, but audience be days, times and are easy to read to engage not constantly in the know formats Icons designed by Gregor Cresnar, Madebyoliver and Freepik and distributed by Flaticon
VICNetwork Webinar: Strategies for Maximizing Digital Impact Post copy teases information to drive ANATOMY OF A clicks, makes personal connection to readers’ experiences GOOD POST Bright visuals capture attention in users’ News Feed Listicle headline Link brings visitors delivers socially to .gov destination to sharable format engage with full, that puts moms in long-form content the know
VICNetwork Webinar: Strategies for Maximizing Digital Impact Post copy compelling, yet ANATOMY OF A simple and easy to read GOOD POST Reserved use of hashtags places content in vaccination Link brings users to conversation engage with long- form content on Strong visual elicits owned content hub emotional response with subject matter and captures attention
VICNetwork Webinar: Strategies for Maximizing Digital Impact Post copy establishes Dr. Downey’s ANATOMY OF A credentials and bolsters perception of GOOD POST post relevance and quality Strong quote used to create graphic that pops in users Instagram feeds, Link brings users to showing multiple engage with long- ways to create and form content on use visuals on owned content hub social platforms beyond photos
VICNetwork Webinar: Strategies for Maximizing Digital Impact Simple, clear post copy outlines what ANATOMY OF A users are seeing, contrasting with complexity of data visualization GOOD POST Use of hard return separates non- shortened link from post copy, Data visualization highlighting the provides colorful simplicity of the visual to arrest headline and making scrolling eyes, while it more powerful making powerful point about Link to trusted news vaccination efficacy source lends credibility and perceptions of information quality
VICNetwork Webinar: Strategies for Maximizing Digital Impact ANATOMY OF A Post is timely response to news cycle, capitalizing on GOOD POST intense public interest at specific moment in time helping readers be the “first to know” and demonstrating immediate relevance Headline delivers strong POV in clear, simple terms Direct call to action tells readers what to Link brings users do next to spread to engage with content on social long-form content platforms, on owned content encouraging readers hub to engage
VICNetwork Webinar: Strategies for Maximizing Digital Impact PLATFORMS FACEBOO CEBOOK • Broadest use across U.S. population Opportunities • Nearly 80% of U.S. adults under age 50 • Use video to cut through News Feed are on Facebook clutter • Parents post… • Test content for diverse audiences, – 2.5x more status updates, even older users, thanks to near – 3.5x more photos ubiquitous platform adoption – 4.2x more videos than non-parents • Drive reach , engagement and traffic • Common uses : even on modest ad budgets – Share links, photos and videos – Keep up with family and friends – Discover news and entertainment
VICNetwork Webinar: Strategies for Maximizing Digital Impact PLATFORMS INSTAGRAM INST GRAM • Skews younger than Facebook Opportunities • 55% of U.S. 18 – 29 year olds on platform • Reach younger adults with vs. 28% of those aged 30 – 49 immunization messages • • Mothers more likely to use it than Test multiple image types to achieve fathers critical mass of content • • Common uses : Include hashtags to expand reach and placement in new algorithm – Share visual moments with friends – Find inspiration, beauty and humor • Ensure posts “stand alone” on – Highlight exclusivity / behind the platform even if profile link is not clicked ( great inspiration: @natgeo ) scenes moments
VICNetwork Webinar: Strategies for Maximizing Digital Impact PLATFORMS YOU OUTUBE TUBE • Reaches more 18-49 year olds than any Opportunities cable network – on mobile alone • Repurpose video content to give them • #3 online destination for moms with a search indexed home on web young kids, behind only Google and Facebook • Answer immunization questions through video formats • Search indexing gives videos long shelf life even months or years after posting • Test animations demonstrating • Common uses: immunity concepts and vaccine – Watch and listen to entertainment messaging – Learn from educational, how-to and • Embed and share YouTube videos self-improvement material produced by others to add rich media to – Document and broadcast life events to your blog posts and social streams family and friends
VICNetwork Webinar: Strategies for Maximizing Digital Impact PLATFORMS TWITTER TWITTER • Skews younger and male compared to Opportunities other platforms • Engage audience and influencers in • Higher prevalence of news seekers and online events (i.e. chats); amplify in online social events person events • Known for real time engagement and • Use for rapid response to news cycles commentary during news cycles and real time engagement with trends • Common uses: • Link back to campaign materials that – Discover trending stories and news demonstrate practical utility for – Live engagement during events, audiences shows, chats – Directly engage peers, brands, • Deploy GIFs to capture eyes in Twitter influencers stream and communicate emotions
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