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1 Seasonal Influenza Vaccination Promotion through Interactive Media Holli H. Seitz, MPH Current U.S. Research 22% of Americans use social networking sites 70 million blogs exist worldwide and million of those are authored by U.S. Internet users 85% of Americans own a mobile phone and 71% have a landline 10 billion text messages are sent from American cell phones each month (250% increase each year for the past two years) 17 million Americans have downloaded a podcast at least once 25% of Internet users have tagged or categorized content online 200,000 ecards are sent monthly 1
2 Internet Use Pew Internet & American Life Project, November 2007 Our Mission ehealth and CDC 2.0 Goal: to make CDC content, tools and services available when, where and how users want them 2
3 Web 2.0 Communication Strategy CDC.gov/flu 3
4 Graphical Buttons Total Web Pages: Health Departments 20 CDC.gov Pages 53 Partner Sites 34 Bloggers 116,849 total clickthroughs Graphical Buttons Social Networking sites: 6 MySpace profiles 2 bulletins sent from CDC MySpace page to 700+ friends 4
5 Social Networks MySpace DailyStrength Webinar for Blog Writers Mommy Bloggers Healthcare Bloggers Parent blogger: 50 invited 7 attended 5 blog posts 59 comments Healthcare blogger: 50 invited 5 attended 3 blog posts 2 comments 5
6 Health-e-Cards ecards Sent Viewed Health Professionals 2,395 26,047 Don t Get the Flu 1,529 13,486 Families 824 4,700 Active Seniors Get Kids Vaccinated Young Children Grandparents Children Pregnant Women Totals 5,754 45,751 Widgets 86,489 views 123,427 views 6
7 Widgets 44,349 views Content Syndication Content Syndication 7
8 Mobile-Ready Content Metrics: 437 page views for Flu content on m.cdc.gov 16,400 total page views for m.cdc.gov (since 2008) Online Video YouTube 8
9 Online Video YouTube Channel Subscribers: 60 Personal Flu Stories (3min, 28 sec): 189 views Why Vaccinations Matter: Personal Stories from Families: (1 min): 519 views (6 min, 47 sec): 310 views Twitter During flu season: 360 Followers 6 Updates 9
10 Virtual Worlds - Whyville Promoting the Vaccination Celebration Flu Shots at City Hall Invitations for Grandparents Virtual Worlds - Whyville 10
11 Virtual Worlds - Whyville Special virtual buttons given for kids vaccinated in the real world Virtual Worlds - Whyville Vaccination Results: Total number of visits to the vaccination station (Jimmy): 33,375 Total number of virtual vaccinations: 8,965 Total number of self-reported real life vaccinations: 6,333 Whyvillians who got the flu: 77,363 Total number of hand washes in Whyville: 385,070 Whyvillians saved from infection because of their own hand washing: 10,198 Whyvillians saved from infection because sick people washed their hands: 54,583 Vaccination Celebration Results: Whyvillians who attended the Vaccination Celebration: 1,749 Whyvillians who attended the CDC expert session: 402 Grandparent invitations sent: 3,413 Grandparents who responded: 1,032 Grandparents who registered: 733 Grandparents who attended the party: 2 11
12 Virtual Worlds - Whyville Whyville s Next Steps Online Partnerships WebMD 12
13 Online Partnerships WebMD Parenting Alert Module links to Flu Destination Page Metrics: Parenting Alert Module placement across WebMD network (December 11, 2008 & January 5 6, 2009): Total of 5,323,587 impressions WebMD Flu Destination page received 6,732 page views; 6,109 visitors Sponsored Video starts: 4,084 Online Partnerships Health Central 13
14 Online Partnerships One Economy H1N1 Social Media Response 14
15 H1N1 Social Media Stats Learn More at 15
16 Why Social Media CDC should be (must be) where people are Increases the dissemination and potential impact of CDC s science Leverages unique characteristics of emerging channels Reaches diverse audiences Allows for tailored health messages Facilitates interactive communication and community Empowers people to make healthier and safer decisions Links to CDC Social Media Social Media Campaigns: ehealth Data Briefs: ecards: Podcasts/RSS: Tagclouds: Blogs: Updates: Widgets: Twitter: Online Video: You Tube Social Networks: MySpace: Daily Strength: Virtual Worlds Second Life (191, 86) ( Whyville CDC TV: Mobile:
17 Thank you! Holli Seitz Interactive Media Communication Coordinator Division of ehealth Marketing National Center for Health Marketing Coordinating Center for Health Information and Service Centers for Disease Control and Prevention Erin Edgerton Division of ehealth Marketing National Center for Health Marketing Coordinating Center for Health Information and Service Centers for Disease Control and Prevention 17
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