Integrating social media in the louisiana young breast cancer survivorship program
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Integrating social media in the Louisiana young breast cancer survivorship program. Donna Williams, DrPH Director – Louisiana Cancer Prevention a nd Control Program Assistant Professor LSU Health Sciences Center School of Public Health . Health Sciences Center School of Public Health.

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Integrating social media in the Louisiana young breast cancer survivorship program

Donna Williams, DrPH

Director – Louisiana Cancer Prevention

and Control Program

Assistant Professor

LSU Health Sciences Center

School of Public Health


Health Sciences Center

School of Public Health


Partnerships


Why Young Breast Cancer Survivors?

YBCS (< 45) have higher rates of recurrence and death and lower 5-year survival.

Often indicative of a genetic mutation.

Face unique challenges: career, family, relationships.

2006-2010 Louisiana Ranked 5th for Breast Cancer Deaths in Women <50.


Survive WHAT? DAT!

Needs Assessment Findings

Program that Promotes:

Health

Education & Awareness

UNIQUE needs of YBCS

Online Resource for:

YBCS

Caregivers

Service Providers


Unique Needs of Young Breast Cancer Survivors

  • Psychosocial

  • Fertility

  • Genetics

  • Body Image, dating, sexuality


Market Research

  • More than half of social media users are between 25 and 44 years old.

  • 17% of consumers’ PC time is spent on Facebook.

  • 92% of people 18-29 and 73% of people 30-49 use social media.

  • In August 2012, 75% of women were users of social networking sites.


How Big is Social Media?

  • China – 1.3 Billion

  • India – 1.2 Billion

  • Facebook – 1 Billion


How Big is Facebook?

  • Worth more than:

    Plus

    • Worth more than:

      X 2.5


How Big is Facebook?

  • Worth more than:

    • Worth more than:

    • Worth more than:


How Big is Facebook?

  • Worth more than:

    COMBINED


  • Founded:

  • October, 2012

  • Traditional Approaches

    • F2F support groups

    • Navigation

    • F2F Workshops

  • Social Media

    • Facebook

    • Website

    • Twitter

    • You Tube


Buffer App

  • Fill up Buffer and Buffer automatically posts.

  • Custom scheduling, multiple accounts, detailed analytics, etc.


Targeted Advertising

  • Geographics

  • Gender

  • Age

  • Potential Audience for an ad: 140,000 people

  • Who live within 25 miles of New Orleans, LA

  • Exactly between the ages of 18 and 44 inclusive

  • Who are female

  • On News Feed on desktop computers and mobile devices


Analytic Tools

  • Facebook Ads Manager

  • Facebook (Page) Insights

  • Google Analytics

  • And others


Analytical Tools and Definitions

FacebookAds Manager

  • Impressions

    • Number of times ad was displayed

  • Clicks

    • Number of “clicks” ad has received

  • Page Likes

    • Number of people who “Like” Page within 24 hours of viewing the ad or 28 days after click on the ad

  • Event responses

    • Number of times people RSVP’d (yes or maybe) within 24 hours of seeing an ad or sponsored story, or within 28 days of clicking on it

  • Cost Per Click (CPC)

    • How much each ad click has cost.


Analytical Tools and Definitions

Facebook(Page) Insights

  • Likes

    • Page Fans

  • Page Consumptions

    • Number of people who clicked on any of your content

  • Engagements

    • Any click or story created associated with your Page


Analytical Tools and Definitions

Google Analytics

  • Visits

    • Number of individual sessions initiated by all visitors to the site

  • New Users

    • Internet users who have not previously or recently visited the site

  • Paid Search Traffic

    • Visitors who came to website from paid ad campaigns


Typical Ad


Typical Ad

Paused


Facebook Fans

July 2013


Facebook Activity


Website Traffic


Website Visits


What are People Accessing?

  • Can look at what specific content people are accessing.

    • Launched a t-shirt shop in February


Results

Prior to Ads

  • Website Visits: 119 by 16 unique visitors

  • Page Likes: 74

  • Engagements: 99 unique

  • Page Consumptions: 195 total content clicks by 69 daily unique users

Six Months Post Ads

  • Website Visits: 966 visits by 83 unique users

  • Page Likes: 408

  • Engagements: 5949

  • Page Consumptions: 6844 total content clicks by 5476 daily unique users


Who Did We Reach?

Women > 99%Men < 1%


July 2 – December 31, 2013

  • Reach: 2,101,590

  • 8,292,731 Impressions

  • 6,844 Clicks

  • $6,246.76 Total Spent

  • Cost Per Click - $.91


Other Costs


Traditional Approaches

  • F2F Support Groups

    • 3 or 4 participants at a time

  • Workshops

    • Maximum 14


March 17, 2014


March 26, 2014


Conclusion

  • Targeted advertising on social media is effective in reaching the intended population.

  • Detailed analytics are available to help time and refine messages and evaluate effectiveness.


Future Directions

  • Keep up with the technology

  • Mobile Ap

  • Online support groups

  • Expand service area

    • North Louisiana

    • Mississippi

    • Alabama


Funded by the Centers for Disease Control and Prevention

FUNDING OPPORTUNITY ANNOUNCEMENT (FOA) NUMBER: DP11-1111

GRANT NUMBER: 5 U58DP003399-03

Developing Support and Educational Awareness for Young (<45) Breast Cancer Survivors in the

United States

Thanks to Our Partner:


References

  • http://cancercontrolplanet.cancer.gov/

  • http://royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/

  • http://blog.nielsen.com/nielsenwire/social/2012/

  • http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx

  • http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx

  • http://www.jonloomer.com/2013/03/11/facebook-insights-consumer-vs-engaged-user/

  • http://www.businessinsider.com/10-huge-companies-that-facebook-is-now-worth-more-than-2012-5

  • http://www.forbes.com/global2000/#page:1_sort:0_direction:asc_search:_filter:All%20industries_filter:All%20countries_filter:All%20states

  • http://mashable.com/2012/05/18/facebook-worth-mcdonalds/


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