Health Sciences Center School of Public Health 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

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Health Sciences Center School of Public Health Partnerships

Health Sciences Center School of Public Health 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 Louisiana Ranked 5 th for Breast Cancer Deaths in Women <50.

Health Sciences Center School of Public Health Survive WHAT? DAT! Needs Assessment Findings Program that Promotes: Health Education & Awareness UNIQUE needs of YBCS Online Resource for: YBCS Caregivers Service Providers

Health Sciences Center School of Public Health Unique Needs of Young Breast Cancer Survivors Psychosocial Fertility Genetics Body Image, dating, sexuality

Health Sciences Center School of Public Health 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 and 73% of people use social media. In August 2012, 75% of women were users of social networking sites.

Health Sciences Center School of Public Health How Big is Social Media? 1.China – 1.3 Billion 2.India – 1.2 Billion 3.Facebook – 1 Billion

Health Sciences Center School of Public Health How Big is Facebook? Worth more than: Plus Worth more than: X 2.5

Health Sciences Center School of Public Health How Big is Facebook? Worth more than:

Health Sciences Center School of Public Health How Big is Facebook? Worth more than: COMBINED

Health Sciences Center School of Public Health Founded: October, 2012 Traditional Approaches F2F support groups Navigation F2F Workshops Social Media Facebook Website Twitter You Tube

Health Sciences Center School of Public Health

Health Sciences Center School of Public Health Buffer App Fill up Buffer and Buffer automatically posts. Custom scheduling, multiple accounts, detailed analytics, etc.

Health Sciences Center School of Public Health 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

Health Sciences Center School of Public Health Analytic Tools Facebook Ads Manager Facebook (Page) Insights Google Analytics And others

Health Sciences Center School of Public Health Analytical Tools and Definitions Facebook Ads 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.

Health Sciences Center School of Public Health 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

Health Sciences Center School of Public Health 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

Health Sciences Center School of Public Health Typical Ad

Health Sciences Center School of Public Health Typical Ad Paused

Health Sciences Center School of Public Health Facebook Fans July 2013

Health Sciences Center School of Public Health Facebook Activity

Health Sciences Center School of Public Health Website Traffic

Health Sciences Center School of Public Health Website Visits

Health Sciences Center School of Public Health What are People Accessing? Can look at what specific content people are accessing. – Launched a t-shirt shop in February PagePageviews 2,078 % of Total: % 1. /welcome 756(36.38%) 2. /events-happenings 230(11.07%) 3. /tshirt-shop 227(10.92%)

Health Sciences Center School of Public Health 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

Health Sciences Center School of Public Health Who Did We Reach? Women > 99%Men < 1%

Health Sciences Center School of Public Health July 2 – December 31, 2013 Reach: 2,101,590 8,292,731 Impressions 6,844 Clicks $6, Total Spent Cost Per Click - $.91

Health Sciences Center School of Public Health Other Costs

Health Sciences Center School of Public Health Traditional Approaches F2F Support Groups – 3 or 4 participants at a time Workshops – Maximum 14

Health Sciences Center School of Public Health March 17, 2014

Health Sciences Center School of Public Health March 26, 2014

Health Sciences Center School of Public Health 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.

Health Sciences Center School of Public Health Future Directions Keep up with the technology Mobile Ap Online support groups Expand service area – North Louisiana – Mississippi – Alabama

Health Sciences Center School of Public Health Funded by the Centers for Disease Control and Prevention FUNDING OPPORTUNITY ANNOUNCEMENT (FOA) NUMBER: DP GRANT NUMBER: 5 U58DP Developing Support and Educational Awareness for Young (<45) Breast Cancer Survivors in the United States Thanks to Our Partner:

Health Sciences Center School of Public Health References in-2012/ in-2012/ Networking-full-detail.aspx Networking-full-detail.aspx Networking-full-detail.aspx Networking-full-detail.aspx engaged-user/ engaged-user/ worth-more-than worth-more-than lter:All%20industries_filter:All%20countries_filter:All%20states lter:All%20industries_filter:All%20countries_filter:All%20states