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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
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
100M + users worldwide 47% of Canadians online use Twitter 3rd 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.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
http://www.linkedin.com/company/northern-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
Twitter January February March
Clicks (during month) 31 41 129
Followers (end) 945 953 962
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%
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
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