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

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

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 1. Sign up 2. Establish a Page 3. Post relevant content 4. Include engaging action words (like, comment, submit, watch, post, visit, share, tell us, click, etc) Twitter 1. Sign up 2. Find and “follow” key people and organizations 3. Post relevant content (140 characters) 4. Take tweeting to the next level by retweeting and commenting

8. Promotion Strategy Facebook 1. Like other organizations on FB 2. Share your new professional page on your personal page 3. Directly suggest your page to personal networks 4. Run Facebook ads Twitter 1. Find and “follow” key individuals 2. Pay it forward by retweeting 3. Include Twitter handles in retweets to give due credit 4. 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 www.StayHealthyLa.org  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  Powerpoint Presentation

13. We invite you to follow LPHI and Stay Healthy La  Get the eletter at www.LPHI.orgwww.LPHI.org  Follow www.StayHealthyLa.org Blogwww.StayHealthyLa.org  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