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

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 cancer survivorship program

School of Public Health


Partnerships
Partnerships cancer survivorship program


Why young breast cancer survivors

Why Young Breast Cancer Survivors? cancer survivorship program

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

Survive WHAT? cancer survivorship programDAT!

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
Unique Needs of Young Breast Cancer Survivors cancer survivorship program

  • Psychosocial

  • Fertility

  • Genetics

  • Body Image, dating, sexuality


Market research
Market Research cancer survivorship program

  • 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
How Big is Social Media? cancer survivorship program

  • China – 1.3 Billion

  • India – 1.2 Billion

  • Facebook – 1 Billion


How big is facebook
How Big is cancer survivorship programFacebook?

  • Worth more than:

    Plus

    • Worth more than:

      X 2.5


How big is facebook1
How Big is cancer survivorship programFacebook?

  • Worth more than:

    • Worth more than:

    • Worth more than:


How big is facebook2
How Big is cancer survivorship programFacebook?

  • Worth more than:

    COMBINED


  • Founded: cancer survivorship program

  • October, 2012

  • Traditional Approaches

    • F2F support groups

    • Navigation

    • F2F Workshops

  • Social Media

    • Facebook

    • Website

    • Twitter

    • You Tube


Buffer app
Buffer App cancer survivorship program

  • Fill up Buffer and Buffer automatically posts.

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


Targeted advertising
Targeted Advertising cancer survivorship program

  • 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
Analytic Tools cancer survivorship program

  • Facebook Ads Manager

  • Facebook (Page) Insights

  • Google Analytics

  • And others


Analytical tools and definitions
Analytical Tools and Definitions cancer survivorship program

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 definitions1
Analytical Tools and Definitions cancer survivorship program

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 definitions2
Analytical Tools and Definitions cancer survivorship program

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 cancer survivorship program


Typical ad1
Typical Ad cancer survivorship program

Paused


Facebook fans
Facebook cancer survivorship program Fans

July 2013


Facebook activity
Facebook cancer survivorship program Activity


Website traffic
Website Traffic cancer survivorship program


Website visits
Website Visits cancer survivorship program


What are people accessing
What are People Accessing? cancer survivorship program

  • Can look at what specific content people are accessing.

    • Launched a t-shirt shop in February


Results
Results cancer survivorship program

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
Who Did We Reach? cancer survivorship program

Women > 99% Men < 1%


July 2 december 31 2013
July 2 – December 31, 2013 cancer survivorship program

  • Reach: 2,101,590

  • 8,292,731 Impressions

  • 6,844 Clicks

  • $6,246.76 Total Spent

  • Cost Per Click - $.91


Other costs
Other Costs cancer survivorship program


Traditional approaches
Traditional Approaches cancer survivorship program

  • F2F Support Groups

    • 3 or 4 participants at a time

  • Workshops

    • Maximum 14


March 17, 2014 cancer survivorship program


March 26, 2014 cancer survivorship program


Conclusion
Conclusion cancer survivorship program

  • 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
Future Directions cancer survivorship program

  • 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 cancer survivorship program

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
References cancer survivorship program

  • 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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