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Copyright © 2013 Exercise Works!
The use of social media to promote exercise advice and information to communities that are at risk of inactivityAnn GatesFounder of Exercise Works!
Copyright © 2013 Exercise Works!http://www.cdc.gov/socialmedia/Tools/guidelines/
Why social media for exercise?
Copyright © 2013 Exercise Works!Source: www.jeffbullas.com. These numbers are approximate.
Facebook.com
Copyright © 2013 Exercise Works!Source: www.jeffbullas.com. These numbers are approximate.
Twitter.com
Copyright © 2013 Exercise Works!Source: www.jeffbullas.com. These numbers are approximate.
YouTube.com
Copyright © 2013 Exercise Works!
Why social media for exercise message? #trend
Increase the timely spread and potential impact of health and safety information
Source: Flickr/Takacdi75
Copyright © 2013 Exercise Works!
Copyright © 2013 Exercise Works!
Leverage audience networks to facilitate information sharing
Source: BMJ Group Blogs - www.blogs.bmj.com
Copyright © 2013 Exercise Works!
Copyright © 2013 Exercise Works!
Expands reach to include broader, more diverse audiences
http://www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolkit_bm.pdf
Copyright © 2013 Exercise Works!
Copyright © 2013 Exercise Works!
Personalize and reinforce health messages that can be more easily tailored or
targeted to particular audiences
Royal College of Physicians. Action on obesity: comprehensive care for all. Report of a working party. London: RCP, 2013.
Copyright © 2013 Exercise Works!
The data show that in places where @Facebook users have more activity-related interests, there is a lower prevalence of obesity and overweight. They reveal how social media data can augment public health surveillance by giving public health researchers access to population-level information that they can't otherwise get.
Facebook may be a useful indicator for tracking obesity
http://www.medicalnewstoday.com/articles/259750.php
Copyright © 2013 Exercise Works!
Facilitate interactive communication, connection and public engagement
Source:http://www.cdc.gov/won/overview/index.htm
Copyright © 2013 Exercise Works!
Facilitate interactive communication, connection and public engagement
Source:http://www.cdc.gov/won/overview/index.htm
Fancy a game of tennis?
Copyright © 2013 Exercise Works!
Facilitate interactive communication, connection and public engagement
Source:http://www.cdc.gov/won/overview/index.htm
Suns out, fancy a walk?
Copyright © 2013 Exercise Works!
Empower people to make safer and healthier decisions
Source:http://www.cdc.gov/won/overview/index.htm
Copyright © 2013 Exercise Works!
Evidence for exercise as a medicine is indisputable!
http://www.youtube.com/watch?v=aUaInS6HIGo
Copyright © 2013 Exercise Works!
23 1/2 Hours Arabic translationYouTube Viral spread timeline
Source: http://bit.ly/S9L0N0
Copyright © 2013 Exercise Works!
Arabic translation!
Arabic translation reached YouTubeGlobal weekly Top 10
Source: YouTube.com
Copyright © 2013 Exercise Works!
Age range of male/femaleviewing figures
Source: BMJ Group Blogs - www.blogs.bmj.com
Copyright © 2013 Exercise Works!
English version
Saudi Arabia viewing figures for English versionAdd on effects to other health messages
Arabic version
Reproduced by permission of Dr Mike Evans
Copyright © 2013 Exercise Works!
Arabic version predominantly via Facebook Interesting as launch was predominantly via @Twitter Faster than English version spread initially!
English version significantly spread via Facebook despite extensive use of @Twitter via @Exerciseworks?!
Sharing characteristics via social media
Interesting to know social media preferenceswhen sending out health messages!
Source: Youtube analytics
Copyright © 2013 Exercise Works!
Viral social media spread of important
health messages works!Specific targeted viral media campaigns need to
ask ‘Tick this box if this video will change your behaviour to exercise’
If we use the same methods as we have always done, then inactivity will still be a global problem!
will revolutionise the way we deliver and implement key health messages around physical activity!
Take home messages
Copyright © 2013 Exercise Works!
The Fun Theory - thefuntheory.com
Piano stairs - Thefuntheory.com - Rollghetsteorin.se
Copyright © 2013 Exercise Works!
This would be so much easier via YouTube
@Twitter or Facebook!
This would be so much easier via YouTube
@Twitter or Facebook! Guess I better
exercise then!
Guess I better
exercise then!
Source: Reproduced via CartoonStock
Copyright © 2013 Exercise Works!
Ann GatesFounder of Exercise Works!
Exercise-Works Ltd
@exerciseworks
exerciseworks
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