CDC s National Tobacco Education Campaign Quantitative & Qualitative Measures of Tips Impact
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1 CDC s National Tobacco Education Campaign Quantitative & Qualitative Measures of Tips Impact
2 Digital Media Strategies Paid Online Video Online Search Online Display Mobile Earned Social Media Tips Site
3 Driving Traffic & Conversation Impact of Earned & Social Media from Tips Launch 284,077 views of Tips ads on YouTube prior to launch of digital paid buy 65% increase in viral reach on Facebook w/tips launch 2 million unique users reached during live Twitter chat w/dr. Frieden, trending globally for 18 minutes.
4 Social Media - Facebook Qualitative Measures of Impact of Tips Ads
5 Social Support Tips Sentiment
6 Support for Our Real Quitters Smoke-free Milestone Gallery
7 Tips Facebook Content Small Paid Week 8 Total Reach - 165,439 unique users Increase of over 530% from week prior before paid strategy. 642 Shares Total Spend - $300
8 Jessica s Tip About Secondhand Smoke Week 9 Total Reach 317,673 Increase of over 640% from 2 weeks prior before any paid placement was made 653 Shares / 57 Comments Total Spend - $650
9 Earned Reach Posts w/ highest viral reach Like this 64.44% Shawn s Story 26.05% Total Spend - $0
10 Social Media - Twitter Measuring Impact of Tips Ads Content Analysis of Tweets: 54,502 Unique Users At least 5 million impressions (unique users plus friends) 3,500 #hashtags used 80% of users used a mobile device to tweet about campaign 1 in 4 tweets referred to stoma ads 82% accepted the threat appeal message of the stoma ads If viewers are expressing fear then ads should significantly impact outcomes Source: UIC study using Twitter Firehose Data
11 Communicating Science </= 140 Characters On released 2012 #SGReport, Preventing Tobacco Use Among Youth & Young Adults. Key findings: The realities of #smoking cannot be ignored.1,200 Americans die each day, & 2 youth or young adults become smokers in their place. #SGReport Cigarettes are designed for addiction. Because of nicotine, about 3 out of 4 teen smokers continue into adulthood. #SGReport
12 #Cigarettes are Designed for #Addiction
13 #Prevention, #Prevention, #Prevention 85 Entries 10 Winners 2 Age-based categories (13 17 & 18-24) Spanish language category
14 Tobacco I m Not Buying It Video Contest Winners 2012 SURGEON GENERAL S REPORT Preventing Tobacco Use Among Youth and Young Adults
15 Tobacco I m Not Buying It Video Contest Winners 2012 SURGEON GENERAL S REPORT Preventing Tobacco Use Among Youth and Young Adults
16 Tobacco I m Not Buying It Video Contest Results 2012 SURGEON GENERAL S REPORT Preventing Tobacco Use Among Youth and Young Adults SG 2012 Web pages 41,066 page views, 30,632 unique visits (SGR 2012 landing page, SG Video Contest page, Consumer booklet) You Tube 24,418 Views (Public Voting present) Social Media Engagement Twitter Live Chat Live Announcement of Video Contest Winners Hosted Announcement Day May 30 th Tweets using hashtag #SGReport Announcement Day May 30 th Mentions, not using hashtag #SGReport Post Announcement May 31- June 7, 2012 Tweets referencing #SGReport Posts Potential Reach 3,999,160 2,285, ,166 Adjusted Reach 241, , ,550
17 CDC s Public Health Nerd (#PHNerd) Campaign 10 PHNerd Posts on Facebook: Reach 299,828 Likes 9,034 Shares - 3,072 Comments 1,857 #PHNerd Hashtag Campaign, Twitter Totals (8 CDC tweets): # of posts - 1,185 Reach - 10,640,091 Pinterest newest & 2nd most popular CDC board w/ 8 pins * Light weight content is an important tool for effective social media community management.
18 CDC s Public Health Nerd (#PHNerd) Campaign Embrace your inner #PHNerd Pin your passion for public health I m a #PHNerd because I read journal articles for fun! small actions within a population can lead to great outcomes. some things are better prevented than treated (like infant mortality)
19 CDC s Public Health Nerd (#PHNerd) Visual Campaign Creative Elements Black Bar Visual Story-telling Actionable Design element HHS/CDC Logo/Hashtag Follow CDC s Public Health Nerd on Facebook, Twitter, Pinterest and Instagram, and use hashtag #PHNerd to join the conversation.
20 CDC Public Health Nerd Campaign Why it works Science based, credible Actionable, engaging Visually appealing Timely, relevant Plain language Tells a story Optimized for social sharing Targeted (messaging & channel selection)
21 Thank you! Questions? Contact: Office of the Director Office of the Associate Director for Communication
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