social media for health behavior change
TRANSCRIPT
P R E S E N T E D B Y
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IDE
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www.ideafit.com
Social Media: The New Behavior
Change Model
Biray Alsac-Seitz, M.S.
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
Can Twitter Help Clients Lose Weight?
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
Can Twitter Help Clients Lose Weight?
• Univ. S. Carolina’s Arnold’s School of PH
• Use of social media has been used to study health-trends and fitness discussions, but this was the first study to use Twitter as part of the intervention
• 96 overweight & obeses men/women
• 6-months
• Podcast-only and Podcast+Mobile (Twitter) were effective in producing a 2.7% decrease in body weight in 6 months.
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
Can Twitter Help Clients Lose Weight?
• 2630 Twitter posts
• 75% were informational (of which 81% were participant updates)
• 6.6% Emotional support through listening
• 4.6% Esteem support through compliments
• Every 10 posts to Twitter corresponded to about 0.5% weight loss
http://www.ideafit.com/fitness-library/can-twitter-help-clients-lose-weight
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
Social Media for Marketing
• Brand awareness
• Increasing traffic (greater visibility)
• Providing marketplace insight
“83% of business owners thinkit is important to their business.”
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
Social Media Snapshot
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
Social Media Saturation
• Increased “noise”
• Reduced visibility
• Smart apps have gotten smarter
• Increased need for social media management
• Competitive technologies are entering the landscape
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
How does this impact our efforts?
• Decreases the effectiveness of our marketing
• Reduces opportunities for client-trainer engagement
• Increases the chances of behavior relapse in clients
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
Other ways to use Social Media?
Take off Social Media
Marketing Hat
Look at Social Media through the lens of
Health Behavior Change
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
Health Behavior Change Models
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
HBC versus SM
Education
Emotional Impact
Monitoring
Countering
Helping Relationships
Challenges
Rewards
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
EDUCATION
• 81% of U.S. adults who use internet, 72% have looked online for health information in the past year (2012).
• Eight in ten online health inquiries start at a search engine.
• Education should be relevant to the behavior.
“Education is first step in behavior change.”
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
EDUCATION
• Blogs
• Newsletters
• Facebook posts
• Twitter posts
• IDEA FitnessConnec “Client Share”
• Online Courses
• Other Learning Spaces
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
EMOTIONAL IMPACT
• Make the most of photos and videos (increase visibility/rank in Facebook)
• It can motivate people to seek further information
“Emotional reactions can motivate behavior.”
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
EMOTIONAL IMPACT
• Quotes
• Photo Captions
• eCards
• Facebook ‘Inspiration’ pages
• Pinterest boards
• Twitter waterfalls (walls)
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
MONITORING
• 7 out of 10 U.S. adults track a health indicator for themselves or for a loved one
• 13,600+ mobile apps for health and fitness
• 19% of smartphone owners have at least one health app on their phone.
“Quantified Self.”- WIRED
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
MONITORING: What are people tracking?
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
What does this mean for FitPros?
• Can data be exported?
• Would clients like assistance in interpreting their own data?
• Should you recommend effective monitoring or tracking sites or apps?
• Is there a social component to these tools? If so, should you use them?
“Empowered patient in health care.”
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
HELPING RELATIONSHIPS
• Friend is obese risk of obesity = 45%
• Friend’s friend is obese risk of obesity = 25%
• Friend’s friend’s friend is obese risk = 10%
“Obesity can spread from
person to person.”
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
HELPING RELATIONSHIPS
• Likes & Comments (compliments) for healthy behaviors
• Social Motivations
• Recognitions
• Support through tracking (mobile apps)
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
CHALLENGES
• Some people are motivated by competition.
• Gamification is the process of integrating game thinking and game mechanics in a non-game environment (more than just PBLs)
• (Not to be confused by exergame)
“Gamification of fitness.”
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
CHALLENGES
• IDEA Challenge Loop
• Build in Game components
• Leverage game-related apps
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
CHALLENGES
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
REWARDS
• Positive reinforcements can come in the form of recognition (@Twitter)
• Most effective immediately after a positive behavior
• Tangible reinforcements should be used sparingly
“Reinforcements are helpful in motivating
behaviors.”
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
COUNTERING
• Substituting unhealthy ways of acting and thinking with healthy ways.
• Offer options
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
Social Media for HBC
1. Consider approaching program marketing from a health behavior change perspective.
2. Take a comprehensive approach to promoting a program. (What do clients need to know/do before, during, after a program or session?)
3. Consider using social media tools appropriately to enhance your efforts and support health behavior change.
© 2013 IDEA Health & Fitness Association. All Rights Reserved.
Google Me
Biray Alsac-Seitz, [email protected]
@befittLinkedIn