presenters: sherry lecocq, communications coordinator jason melancon, director of media &...
TRANSCRIPT
Presenters:
Sherry LeCocq, Communications Coordinator
Jason Melancon, Director of Media & Communications
Developing Social Media Strategies to Promote Public Health Campaigns and Public Health Institutes
This presentation will teach you:
How to create a social media/content strategy for public health campaigns
How to create a social media/content strategy to promote the work of institutes
How to develop and launch a paid advertising campaign within facebook
What is Social Media? Online platform for communicating with your
key publics Turns traditionally one-way communication into
interactive dialogue Offers reach, accessibility, usability and
immediacy Low cost solutions Ex: Facebook, Twitter, Blogs, Mobile Texting
Facebook vs Twitter
Facebook Social portal for
interacting with friends and family in relatively closed environment
More allowable characters than Twitter
Offers ads
Twitter Open portal: anyone can
follow anyone else 140 character limit Very interactive Instantaneous
responses Topical discussions are
pooled in one stream with hashtags
Building a Social Media Strategy
Define your goals: What do you hope to achieve with social media?
Define your audience(s): Who do you want to reach/engage?
Identify your resources: staff time and funding if applicable
Identify which technologies are appropriate Identify what success looks like
Messaging/Brand/Reputation Strategy Choose appropriate topics and content Do you want to promote your organization and
its work or do you have a health policy related cause?
Manage expectations related to public and key influencer interests
Tailor messages for Facebook and Twitter How will you deal with negative comments?
Get Started on Facebook or TwitterFacebook1. Sign up
2. Establish a Page
3. Post relevant content
4. Include engaging action words (like, comment, submit, watch, post, visit, share, tell us, click, etc)
Twitter1. Sign up
2. Find and “follow” key people and organizations
3. Post relevant content (140 characters)
4. Take tweeting to the next level by retweeting and commenting
Promotion StrategyFacebook1. Like other organizations
on FB
2. Share your new professional page on your personal page
3. Directly suggest your page to personal networks
4. Run Facebook ads
Twitter1. Find and “follow” key
individuals
2. Pay it forward by retweeting
3. Include Twitter handles in retweets to give due credit
4. Use hashtags for specific topics (ex: #publichealth)
LPHI’s Social Media Mix: Translating personal health to public health www.StayHealthyLa.org Health Blog: an
already existing health information brand established after Katrina
Bi monthly e-letter Facebook (SHLA and LPHI) Twitter Mobile Texting via Twitter Let’s Be Totally Clear (Facebook and Twitter)
Stay Healthy La’s Messaging Strategy Provide current and relevant information that
will help individuals improve their own personal health or prompt advocacy.
Provide current and relevant information that will help key leaders improve community health through healthy policies.
Occasionally mix in items that are more for intrinsic news/entertainment value.
Occasionally mix in items that showcase the work of LPHI.
Who do we follow on Twitter? Media (@NOLAnews, @PRNewswire, @2theadvocate,
@USATodayhealth, @WSJhealth) Government (@CedricRichmond, @BruceonHealth,
@HHSGov) Funders (@RWJF_PubHealth, @WK_Kellogg_Fdn) Partners (@ACSNews, @QuitWithUsLa) Public Health Orgs and Assocs. (@SOPHEtweets,
@PublicHealth)
Handouts Successfully Using FB to Promote Your Org.
and Message Stay Healthy La’s Social Media Plan Social Media Planning Tool Tips for using social media Powerpoint Presentation
We invite you to follow LPHI and Stay Healthy La Get the eletter at www.LPHI.org Follow www.StayHealthyLa.org Blog Like Stay Healthy La on Facebook Follow @StayHealthyLa on Twitter Get mobile text messages from
@StayHealthyLa via Twitter
Creating Facebook Ad Campaigns
Presented by:
Jason Melancon
Creating Facebook Ad CampaignsPayment options Credit card or PayPal Set a daily or lifetime budget Adjust your budget at any time Choose to pay only when people click on your ad (CPC, cost per click or
CPM cost per thousand)
Reach Your Audience Choose your audience by location, age, interest and other identifiers. FYI – you can change out ad creative and body copy to try an alternative
ad if your ad is not performing well.
Key Recommendations Budget <>$1 per click x 4 = total budget If you want on ongoing communication with people, opt
for a Page versus an Event Utilize all real estate that allows descriptions of your
organization Be properly descriptive of your organization, but use
terse, simple language. Link your FB page to your website and vice versa Designate admins to run the campaign/page Build relationships and maintain semi-daily contact with
your fans
LPHI’s Successes with Facebook Ads HIV Vaccine Awareness Campaign with “Event”
Page (11 day run) Ad impressions = >5,000,000 Prior to the ad launch 337 attended 172 attendees resulted from the ad alone 1070 people clicked on the ad, <1/5 converted to attending HIV411’s page jumped from 433 “likes” to 546 = (+113) Campaign ended with 730 attendees, 25 wall posts, 18 likes & 13 comments
Let’s Be Totally Clear Ad Campaign (within 1 week)
Fans jumped from 2775 to 4856 Active monthly users went from 3609 to 5457 Prior to the ads active monthly users were trending around 2000
Questions?Contact:
Jason Melancon
Director of Media and Communications
Sherry LeCocq
Communications Coordinator