Connecting the Dots: Using Social Media to Measure Behavior Change In Public Health Campaigns by Amelia Burke, MA Westat CDC National Conference on Health Communication, Marketing, and Media August 9-11, 2011 Presented: August 10,2011
measuring behavior change IS POSSIBLE with social media
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today’s goal
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demonstrate how social media can provide tools for measuring behavior change
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social networks have always been influential
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“6 degrees of separation”
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but as connected and influential social networks moved online, the ‘6 degree’ model was challenged
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“…in the world of ‘6 degrees of separation’, not all degrees are equal.”
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moreover connection is only part of the equation
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“3 degrees of influence”
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so how does this apply to public health?
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“the interactive aspects of social media suddenly provide…a wealth of tools to understand their consumers and build correlation models to better comprehend what they do and why they do it.” ~Darren Cahr, SocialMediaToday
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“interactive technologies can change people’s attitudes and behaviors using influence strategies established by the social sciences… persuasive technology is ubiquitous on the Web, and many Web services are successful in bringing about behavior change.” ~BJ Fogg, Stanford University
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“"I know, and I want to share my knowledge" is the leading edge of health care.” ~Pew Internet & American Life Project
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but how do you measure this change?
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an individual's readiness to perform a given behavior is assumed to be an immediate antecedent of behavior
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Social Media
Inputs
Activities
CTR Impressions Fans Likes Tweets
Outputs
Then this is where we need to start… In order to get here
Short-term Outcomes
Long-term Outcomes
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how do you show short-term outcomes within social media?
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“the click—that single infinitesimal metric ingrained in the hearts and minds of a generation of online marketers who had nothing else to lean on in its place and everything to lose without enough of them…” ~Lotame Solutions, Inc.
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so what’s beyond the click?
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S.O.C.I.A.L. evaluation Strategic online communication, insights and learnings
Reach through Content Syndication
achieved through: • impressions • CPM • CTR • views • assets placed • likes • tweets
Insights through consumer engagement with content
achieved through: • one-to-one messaging • polls • surveys • comments • crowd sourcing • buzz monitoring
Actions taken by audience and by brand achieved through: • requests for information • questions answered • face-to-face integrations • materials shipped • new opportunities
Value of the campaign
achieved through: • eCPM • value of a fan
S.O.C.I.A.L. evaluation Strategic online communication, insights and learnings
Reach through Content Syndication
achieved through: • impressions • CPM • CTR • views • assets placed • likes • tweets
Insights through consumer engagement with content
achieved through: • one-to-one messaging • polls • surveys • comments • crowd sourcing • buzz monitoring
Actions taken by audience and by brand achieved through: • requests for information • questions answered • face-to-face integrations • materials shipped • new opportunities
Value of the campaign
achieved through: • eCPM • value of a fan
what has been done in the public health space?
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so how did they do it?
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Point A
Point B
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Gauge Consumer Response
Identify Patterns of Engagement
User favorites the channel
Brand says, “Thank you.”
Leads to growth of subscriber-base
User responds
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thus, surveys and other forms of data mining in social media are a key to measuring impact beyond CTR – and achieving those short-term goals
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key takeaways • There is a movement to use social media to measure behavior change – and it’s currently being done. • To measure this change, it is critical to move beyond the immediate program outputs like CTR. • Looking at short-term outcomes can help identify what measures get us closer to demonstrating behavior change. • Consider the “Insights” and “Actions” verticals of the S.O.C.I.A.L. Framework for data to support short-term outcome needs. 38
thank you! amelia burke
[email protected] @socialibriumm
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