Engaging a Healthier Life: Evaluating Social Media in Health Promotion. February 2013

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1 Engaging a Healthier Life: Evaluating Social Media in Health Promotion February 2013

2 Today What is social media/social networking? What is Northern Health doing? Health care social media best practices Strategic campaigns NH case study

3 Social Media Revolution

4 Facebook 500 million users worldwide #1 most visited site in Canada Almost 16 million Canadians on Facebook Largest demographic is Average user has 130 friends

5 Twitter 100M + users worldwide 47% of Canadians online use Twitter 3 rd most used social network in Canada Amount of time spent on Twitter is up 3700% since 2009 Less than 11% of users are yrs old

6 Blogging Over 200 million blogs 73% of online users have read a blog

7 What is Social Networking? Networking via social media Another promotions tool Creating dialogue Making a connection Engaging our audiences Sharing a passion Adding value to the conversation

8 Social Media at Northern Health Highlight our own people, projects and communities Sharing our work, services, programs Focus on grassroots Create a culture of health

9 Northern Health on Facebook As of Feb 27: 1,182 likes Friends of fans: 194,617 Number of unique people who are friends with people who like us. Weekly total reach: 1,025 (~1,000-3,000) Number of unique people who have seen our content.

10 NH on Facebook

11 Facebook activities Celebrate our people & engage staff Walk the talk Fun content Cross-promote Highlight programs

12 Northern Health on has 1,670 followers February 2013 clicks:

13 Northern Health on Twitter

14 Tweets about Northern Health Conversation!

15 Pinterest Pinterest.com/northernhealth Virtual pinboard Healthy tips, recipes, reasons to love northern BC

16 YouTube 20,538 video views Hub for all external and internal videos Easy usability for streaming videos on other sites

17 LinkedIn hern-health-authority/ 1,515 followers Mainly recruitment tool

18 Northern Health Matters Healthy Living in the North Blog.northernhealth.ca Transparency, interactive, education Social networking hub Personal storytelling Practical tips, ideas and tools Making good health an attainable goal Staff engagement Celebrate our people and work

19 Research Health promotion & community engagement More than physical Determinants of health: social, environmental, economic, cultural, etc. Healthy lifestyles A. Bandura (1998) and social cognitive theory: Goals and the chance to succeed We have shifted from trying to scare people into health, to rewarding them into health.

20 Research Social media meets traditional media Conversation about health is happening why wouldn t we join it? Push vs. pull Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations. -Seth Godin (marketing author, blogger & speaker)

21 Research Community engagement meets social media online community People go online more than ever looking for health information Social media complements traditional media and promotion strategies

22 Best Practices Engage internal staff to participate Initial brand advocates Content experts Team effort Input and creativity Focused campaigns Providing value Personal storytelling Interactivity Create excitement & call to action Cross-promote channels Hub and spoke model

23 Social media campaigns: March MANness Men s Health consultation report: Men s health will improve when men become part of the conversation Follow the doctors lead: get active, engage in friendly competition and have fun.

24 March stats Facebook January February March Growth (Feb to Mar) Total page likes % Friends of fans 96, , ,788 12% Weekly total reach , % Likes on posts % Comments on posts % Shares of posts % Twitter January February March Clicks (during month) Followers (end)

25 Social media campaigns: September Healthy Living Challenge September Healthy Living Challenge Challenge residents to live a healthier life Provide practical advice to bring thought and action of healthy living to day-to-day life Weekly challenge contests Videos: Flash mob Keep Fit & Stay Healthy Office activity

26 September Stats Facebook: Aug 27 Sept 27

27 September Stats Twitter: Aug 15 Sept 31

28 September Facebook Stats Facebook August September Growth Total page likes % Friends of fans 180, , % Weekly total reach 2,074 24,367 1,074.9% Likes on posts % Comments on posts % Shares of posts % Sept 26 (flash mob): 149 likes, 59 comments, 32 shares

29

30 Successes Focused campaign Blog made an impact engaging staff Personal stories Interactive began to create dialogue People were engaged in at least thinking about their health Challenge took it to the next level: doing Practical advice easy take-away ideas

31 Social Reach Understand the power in social networking. The goal of social media is to turn your followers into a volunteer marketing army. Jay Baer (social media author & speaker)

32 Share your feedback! Jessica Quinn, NH facebook.com/northernhealth youtube.com/northernhealthbc pinterest.com/northernhealth linkedin.com/company/northern-health-authority

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