Transcript Slides - Confex

Web 2.0
Strategies That Work for
Immunization Education and
Outreach Programs
Shea Van Horn
Academy for Educational Development
Center for Health Communication
April 1, 2009
HELLO
1
Overview of Presentation
 Background
 Web
2.0 Options
 Return on Investment
 Examples
 Resources
 Questions
2
Learning Objectives
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Identify key audiences and goals
Develop and/or use blogs, RSS, wikis,
podcasts, etc.
Establish and maintain a presence on social
networking websites
Use online forums to reach stakeholders and
partners
Promote messages to key constituencies and
audience segments through interactive content,
social networks, and viral marketing
3
4
Top 10 Things Adults Do Online
 Email
 Weather
 Search
 Medical
Engine
 Directions
 Hobby Info
 Product/Service
Info
Info
 Travel Info
 Buy Product
 Get News
5
Internet Usage by Gender
100
80
75
73
60
Women
Men
40
20
0
Internet Usage
Source: Pew Internet & American Life Project, December 2008
6
Internet Usage by Age
100
80
60
87
82
72
40
41
18 - 29
30 - 49
50 - 64
65+
20
0
Internet Usage
Source: Pew Internet & American Life Project, December 2008
7
Internet Usage by Race/Ethnicity
100
80
77
60
64
58
40
White (NH)
Black (NH)
Hispanic
20
0
Internet Usage
Source: Pew Internet & American Life Project, December 2008
8
Internet Usage by Geography
100
80
60
71
74
63
40
Urban
Suburban
Rural
20
0
Internet Usage
Source: Pew Internet & American Life Project, December 2008
9
Internet Usage by Income
100
90
80
94
77
>$30K
$30-50K
$50-75K
$75K+
60
57
40
20
0
Internet Usage
Source: Pew Internet & American Life Project, December 2008
10
Internet Usage by Education
100
95
80
85
60
67
40
20
35
< H.S.
High School
Some College
College
0
Internet Usage
Source: Pew Internet & American Life Project, December 2008
11
Technology Is Everywhere
12
13
What is Web 2.0?

Umbrella term refers to a new era of Web-enabled
applications that are built around user-generated or
user-manipulated content

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Blogs
Social Networking Sites
Video Sharing (YouTube)
Wikis
Podcasts
RSS
Web-based Applications (Google Docs)
14
Adult Web 2.0 Usage (by Activity)
100
90
80
70
60
50
40
30
20
10
0
Video
Wikipedia
Social Networking
Blogs
Podcast
Twitter
57
36
35
30
19
11
% Adults Online
Source: Pew Internet & American Life Project, 2007
15
What is Web 2.0?
 Second
generation of web-based
services
 Term made popular after dot-com crash
 Aims to facilitate creativity,
collaboration, linking, and sharing
among users
 Inclusion of user-generated content
 Creates “collective intelligence”
16
How do I get on board? Is this the right train?
17
Who are your key audiences?

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General public
Colleagues
Health providers
Donors & Funders
Community partners
Other audiences?
18
What do you want to achieve
through Web 2.0 strategies?
 Increase
visibility of your coalition to
variety of audiences and stakeholders.
 Improve knowledge about and attitudes
towards health issue (e.g., vaccinations).
 Enhance partnerships with community
(families, health professionals, donors,
etc.).
 Other goals?
19
Websites
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Don’t forget the basics
Main point of contact with the public
Starting point for many
Can be relatively simple to develop and maintain
Use blog as website
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
Blogger
Wordpress
Measure usage and statistics
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Google Analytics
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Websites: Functionality

Describe your organization, what you do, and what
services you provide
 Additional Functions: User Generated Content?
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Resources from others; collaborative materials
development
Interactive events and calendars
Surveys
Videos
Podcasts
Forums
RSS
21
Promoting Your Website
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Web 2.0 tactics
eNewsletters
Keyword search
campaigns
Web banner ads
Online directories and
search engines
Search engine
optimization
External links
22
Blogs
 Website
maintained by individual or group
 Regular entries of commentary,
descriptions of events, stories, graphics,
video, etc.
 Entries posted in the order they are
received
 Usually link to other blogs, content, and
websites
 Authors encourage feedback and reader
comments
23
Immunization Coalitions
Communication
24
What are the Benefits of Blogs?
 Alternative


to websites
Easy to create
Free
 Promotes
two-way discussion
 Monitor, manage, and review commentary
 Measurable
 Searchable (Tracking)

Technorati | Blog Pulse | Blog Scope | Pub
Sub
25
Engaging in the Blogosphere
 How

Over 175,000 new blogs every day
 How
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important is the blogosphere?
do you engage in the conversation?
Create your own blog
Offer interviews to bloggers with your
spokespeople
Add commentary to blogs
Place banner ads on blogs; often less
expensive than traditional websites
26
Social Networking Websites
27
Are Adults on
Social Networking Sites?
 Adult
users with SNS profile quadrupled in
past four years; increase from 8% to 35%
of users

Sixty-five percent of teens have profiles
 Focus is on youth and teens, but adults make up
bulk of users
 Adults make up larger part of U.S. population;
35% of adults > than 65% of teens
 Still skews young; 75% of adults 18 - 24 years
compared to 7% of 65+
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Using Ambassadors
31
Reach of Social Networking Sites

Ads on MySpace reach roughly 80% of the
demographic ages 18-40

equal to 80 million+ profiles
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Ads on YouTube reach nearly 20 million unique
users per month
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Ads on MiGente.com reach 2.5 million members, of
which 4,000 are online at any given time
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Ads on BlackPlanet.com reach over 17 million
members
32
Video Sharing Sites
 YouTube,
Google Video, Vimeo, blip.tv
 Highly used

Every minute, 15 hours of video is uploaded
to YouTube
 User
generated content
 Get feedback
 Embeddable and linkable
 Tagged for effective searching
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34
Photo Sharing Sites
 Flickr,
Picasa
 User generated content
 Get feedback
 Example: Library of Congress using Flickr
to share their vast holdings of photos
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Twitter
 Short
messaging service
 Lets users post up to 140 characters at a
time
 Allows users to share updates about
themselves or to see the updates of others
 Example: CDC used Twitter with
Facebook to “get the word out” about the
recent peanut butter recall.
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38
Wikis
 Collection
of Web pages designed to
enable anyone who accesses it to
contribute or modify content
 One person doesn’t know everything, but
everyone knows something; collective
intelligence
 Bottom-up knowledge base
 Credibility and accuracy?
39
40
RSS (Really Simple Syndication)
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Web feed formats publish frequently updated
content:
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Blog entries
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News headlines
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Audio and video
 RSS document ("feed", "web feed", or
"channel") includes full or summarized text or
content, plus metadata such as publishing
dates and authorship.
 Feed readers and aggregators collect
information selected by users.
 Allow people to subscribe to websites with RSS
feeds
41
Podcasting
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Digital audio or video files
Available online via Web syndication (RSS).
Individuals subscribe to syndicated content.
Applications, known as podcatchers (e.g.,
Apple's iTunes or Nullsoft's Winamp),
automatically identify and retrieve new
associated files.
Intended for playback on personal computer or
portable device.
42
Benefits of Podcasts
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Series keeps users engaged
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Popular (iPhone, iPod, etc.)
valuable way to get your
message to audience
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Shareable
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Searchable
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Measurable
43
How Do I Cut Through the Clutter?
Marketing a Podcast
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Post on a variety of sites
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Top Three
iTunes
Social networking sites
All are free to use
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Use search terms and
tags
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Syndicate
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Tie to other forms of
marketing
44
Is it worth it?
45
ROI of Web 2.0 Strategies
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Audience-Appropriate
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Cost
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Youth
Parents and older adults
Most are free services
Requires investment of staff time
Approach
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Communication plan
Promotion plan that is coordinated with offline and
other online marketing tactics
Maintenance plan
Search Engine Optimization
46
Search Engine Optimization
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Optimize for online search engines and online
news outlets (e.g, Google News, Yahoo! News)
 Identify Keywords
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Determine which keywords your target audience
searches for
Use a keyword tool to determine usage and related
terms (e.g., Google Suggest)
Integrate keywords into the content: title, subheadings, first paragraph, tags, etc.
47
Search Engine Optimization
 Add
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
links
Link your content to other popular websites,
blogs, etc.
Send readers to a “landing point,” a specific
page on your website
• Allows you to measure the number of hits to the
site and evaluate your communication
 Add

an RSS feed
Make sure your news is available through
Really Simple Syndication.
48
Measuring Success

Evaluating online and
social media tools as
a way to reach key
audiences and
influence attitudes
and behaviors
49
Potential Evaluation Metrics
 Basic
stats and trends
 How does social media accelerate the
diffusion of messaging or brand
awareness?
 What role do “ambassadors” play?
 How can this contribute to positive
acceptance and interpretation of
messages?
50
Measurement Tools
 Popuri.us
 Socialmeter.com
 Quantcast.com
 Google Analytics
 Online
Surveys
 Social bookmarking and tagging

del.icio.us | simpy.com | furl.com |
citeUlike.com
51
Payoff Can Be Great
 Competitive
edge
 Reach key audiences including youth and
older generations
 Influencer marketing
 Viral marketing
 Build reputation as go-to resource on the
Web
52
Working Together
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Coordinated eNewsletters/electronic bulletins
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Communication needed to ensure unique content yet
similar messages
Piggyback on other events
Reciprocal links
Blog commentary
Share content (video, audio, etc.)
Social networking profiles (friends, groups, etc.)
53
Resources
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Facebook.com
YouTube.com
MySpace.com
Care2.com
SecondLife.com
Del.icio.us
Digg.com
Google.com - Grants
Google AdWords
Wikipedia.com
PledgeBank.org
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Blogger.com
WordPress.com
Spare Change blog, by
Nedra Kline Weinreich
CDC Health Marketing
Blog, by Jay Berdhardt
Skoll Foundation’s
Social Edge Blog
MediaPost.com
eMarketer.com
Marketingsherpa.com
54
Resources
(Jakob Nielson – Usability)
 www.google.com/analytics (Site
monitoring)
 http://analytics.blogspot.com/ (Blog about
Google Analytics)
 www.usability.gov (NCI – Usability, Site
development)
 www.useit.com
55
Questions?
Thank You
Shea Van Horn
[email protected]
(202) 884-8781