Engaging a Healthier Life: Evaluating Social Media in Health Promotion February 2013
Today What is social media/social networking? What is Northern Health doing? Health care social media best practices Strategic campaigns NH case study
Social Media Revolution http://youtu.be/3sunx0urneo
Facebook 500 million users worldwide #1 most visited site in Canada Almost 16 million Canadians on Facebook Largest demographic is 25-40 Average user has 130 friends
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 12-17 yrs old
Blogging Over 200 million blogs 73% of online users have read a blog
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
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
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. www.facebook.com/northernhealth
NH on Facebook
Facebook activities Celebrate our people & engage staff Walk the talk Fun content Cross-promote Highlight programs
Northern Health on Twitter @Northern_Health has 1,670 followers February 2013 clicks:
Northern Health on Twitter
Tweets about Northern Health Conversation!
Pinterest Pinterest.com/northernhealth Virtual pinboard Healthy tips, recipes, reasons to love northern BC
YouTube www.youtube.com/northernhealthbc 20,538 video views Hub for all external and internal videos Easy usability for streaming videos on other sites
LinkedIn http://www.linkedin.com/company/nort hern-health-authority/ 1,515 followers Mainly recruitment tool
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
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.
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)
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
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
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. http://youtu.be/hsbkqbpnpzg
March stats Facebook January February March Growth (Feb to Mar) Total page likes 428 481 572 18.9% Friends of fans 96,044 105,507 129,788 12% Weekly total reach 463 920 1,418 54.1% Likes on posts 35 23 70 204.4% Comments on posts 8 3 9 200% Shares of posts 24 7 30 328.6% Twitter January February March Clicks (during month) 31 41 129 Followers (end) 945 953 962
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 http://youtu.be/vgxzizorzqy Keep Fit & Stay Healthy http://youtu.be/jjuc_k9q_k8 Office activity http://youtu.be/mersai7iy98
September Stats Facebook: Aug 27 Sept 27
September Stats Twitter: Aug 15 Sept 31
September Facebook Stats Facebook August September Growth Total page likes 770 994 29.1% Friends of fans 180,324 243,241 34.9% Weekly total reach 2,074 24,367 1,074.9% Likes on posts 210 650 209.5% Comments on posts 27 160 492.6% Shares of posts 38 163 328.9% Sept 26 (flash mob): 149 likes, 59 comments, 32 shares
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 http://blog.northernhealth.ca/active-living/moving-more-demystifying-the-walking-meeting/ http://blog.northernhealth.ca/healthy-eating/the-dying-art-of-canning/
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)
Share your feedback! Jessica Quinn, NH Communications 250-565-5641 jessica.quinn@northernhealth.ca @jessicalee43 @northern_health facebook.com/northernhealth youtube.com/northernhealthbc pinterest.com/northernhealth linkedin.com/company/northern-health-authority