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


Integrating social media in the louisiana young breast cancer survivorship program

Health Sciences Center

School of Public Health


Partnerships

Partnerships


Why young breast cancer survivors

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

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

Unique Needs of Young Breast Cancer Survivors

  • Psychosocial

  • Fertility

  • Genetics

  • Body Image, dating, sexuality


Market research

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

How Big is Social Media?

  • China – 1.3 Billion

  • India – 1.2 Billion

  • Facebook – 1 Billion


How big is facebook

How Big is Facebook?

  • Worth more than:

    Plus

    • Worth more than:

      X 2.5


How big is facebook1

How Big is Facebook?

  • Worth more than:

    • Worth more than:

    • Worth more than:


How big is facebook2

How Big is Facebook?

  • Worth more than:

    COMBINED


Integrating social media in the louisiana young breast cancer survivorship program

  • Founded:

  • October, 2012

  • Traditional Approaches

    • F2F support groups

    • Navigation

    • F2F Workshops

  • Social Media

    • Facebook

    • Website

    • Twitter

    • You Tube


Buffer app

Buffer App

  • Fill up Buffer and Buffer automatically posts.

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


Targeted advertising

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

Analytic Tools

  • Facebook Ads Manager

  • Facebook (Page) Insights

  • Google Analytics

  • And others


Analytical tools and definitions

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 definitions1

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 definitions2

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


Typical ad1

Typical Ad

Paused


Facebook fans

Facebook Fans

July 2013


Facebook activity

Facebook Activity


Website traffic

Website Traffic


Website visits

Website Visits


What are people accessing

What are People Accessing?

  • Can look at what specific content people are accessing.

    • Launched a t-shirt shop in February


Results

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

Who Did We Reach?

Women > 99%Men < 1%


July 2 december 31 2013

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

Other Costs


Traditional approaches

Traditional Approaches

  • F2F Support Groups

    • 3 or 4 participants at a time

  • Workshops

    • Maximum 14


Integrating social media in the louisiana young breast cancer survivorship program

March 17, 2014


Integrating social media in the louisiana young breast cancer survivorship program

March 26, 2014


Conclusion

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

Future Directions

  • Keep up with the technology

  • Mobile Ap

  • Online support groups

  • Expand service area

    • North Louisiana

    • Mississippi

    • Alabama


Integrating social media in the louisiana young breast cancer survivorship program

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

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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