Presenters: Sherry LeCocq, Communications Coordinator

1. Developing Social Media Strategies to Promote Public Health Campaigns and Public Health Institutes Presenters: Sherry LeCocq, Communications Coordinator Jason Melancon, Director of Media & Communications

2. This presentation will teach you: • How to create a social media/content strategy for public health campaigns • How to create a social media/content strategy to promote the work of institutes • How to develop and launch a paid advertising campaign within facebook

3. What is Social Media? • Online platform for communicating with your key publics • Turns traditionally one-way communication into interactive dialogue • Offers reach, accessibility, usability and immediacy • Low cost solutions • Ex:Facebook, Twitter, Blogs, Mobile Texting

4. Facebookvs Twitter Facebook Twitter Open portal: anyone can follow anyone else 140 character limit Very interactive Instantaneous responses Topical discussions are pooled in one stream with hashtags • Social portal for interacting with friends and family in relatively closed environment • More allowable characters than Twitter • Offers ads

5. Building a Social Media Strategy • Define your goals: What do you hope to achieve with social media? • Define your audience(s): Who do you want to reach/engage? • Identify your resources: staff time and funding if applicable • Identify which technologies are appropriate • Identify what success looks like

6. Messaging/Brand/Reputation Strategy • Choose appropriate topics and content • Do you want to promote your organization and its work or do you have a health policy related cause? • Manage expectations related to public and key influencer interests • Tailor messages for Facebook and Twitter • How will you deal with negative comments?

7. Get Started on Facebook or Twitter Facebook • Sign up • Establish a Page • Post relevant content • Include engaging action words (like, comment, submit, watch, post, visit, share, tell us, click, etc) Twitter • Sign up • Find and “follow” key people and organizations • Post relevant content (140 characters) • Take tweeting to the next level by retweeting and commenting

8. Promotion Strategy Facebook • Like other organizations on FB • Share your new professional page on your personal page • Directly suggest your page to personal networks • Run Facebook ads Twitter • Find and “follow” key individuals • Pay it forward by retweeting • Include Twitter handles in retweets to give due credit • Use hashtags for specific topics (ex: #publichealth)

9. LPHI’s Social Media Mix: Translating personal health to public health • www.StayHealthyLa.org Health Blog: an already existing health information brand established after Katrina • Bi monthly e-letter • Facebook (SHLA and LPHI) • Twitter • Mobile Texting via Twitter • Let’s Be Totally Clear (Facebook and Twitter)

10. Stay Healthy La’s Messaging Strategy • Provide current and relevant information that will help individuals improve their own personal health or prompt advocacy. • Provide current and relevant information that will help key leaders improve community health through healthy policies. • Occasionally mix in items that are more for intrinsic news/entertainment value. • Occasionally mix in items that showcase the work of LPHI.

11. Who do we follow on Twitter? • Media (@NOLAnews, @PRNewswire, @2theadvocate, @USATodayhealth, @WSJhealth) • Government (@CedricRichmond, @BruceonHealth, @HHSGov) • Funders (@RWJF_PubHealth, @WK_Kellogg_Fdn) • Partners (@ACSNews, @QuitWithUsLa) • Public Health Orgs and Assocs. (@SOPHEtweets, @PublicHealth)

12. Handouts • Successfully Using FB to Promote Your Org. and Message • Stay Healthy La’s Social Media Plan • Social Media Planning Tool • Tips for using social media • PowerpointPresentation

13. We invite you to follow LPHI and Stay Healthy La • Get the eletter at www.LPHI.org • Follow www.StayHealthyLa.org Blog • Like Stay Healthy La on Facebook • Follow @StayHealthyLa on Twitter • Get mobile text messages from @StayHealthyLa via Twitter

14. Creating Facebook Ad Campaigns Presented by: Jason Melancon

15. Creating Facebook Ad Campaigns Payment options • Credit card or PayPal • Set a daily or lifetime budget • Adjust your budget at any time • Choose to pay only when people click on your ad (CPC, cost per click or CPM cost per thousand) Reach Your Audience • Choose your audience by location, age, interest and other identifiers. • FYI – you can change out ad creative and body copy to try an alternative ad if your ad is not performing well.

16. Key Recommendations • Budget <>$1 per click x 4 = total budget • If you want on ongoing communication with people, opt for a Page versus an Event • Utilize all real estate that allows descriptions of your organization • Be properly descriptive of your organization, but use terse, simple language. • Link your FB page to your website and vice versa • Designate admins to run the campaign/page • Build relationships and maintain semi-daily contact with your fans

17. LPHI’s Successes with Facebook Ads • HIV Vaccine Awareness Campaign with “Event” Page (11 day run) • Ad impressions = >5,000,000 • Prior to the ad launch 337 attended • 172 attendees resulted from the ad alone • 1070 people clicked on the ad, <1/5 converted to attending • HIV411’s page jumped from 433 “likes” to 546 = (+113) • Campaign ended with 730 attendees, 25 wall posts, 18 likes & 13 comments • Let’s Be Totally Clear Ad Campaign (within 1 week) • Fans jumped from 2775 to 4856 • Active monthly users went from 3609 to 5457 • Prior to the ads active monthly users were trending around 2000

18. Questions? Contact: Jason Melancon Director of Media and Communications jmelancon@lphi.org Sherry LeCocq Communications Coordinator slecocq@lphi.org