Case Study - families, food and fitness netc may 2010 1
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Case Study - families, food and fitness netc may 2010 1
- 1. Families, Food and Fitness NETC- 2010 Community of Practice Jane Clary, PhD, RN, MS, CHES Ashley Fondren, MS Mississippi State University, Food Science, Nutrition, and Health Promotion
- 8. Website Email Signature Social Networks Expand your Reach … Ashley P. Fondren, MS Extension Associate Mississippi State University Herzer, Room 261A Box 9805 Mississippi State, MS 39762-9805 662-325-6747 (office) 662-285-7560 (mobile) [email_address] Families, Food and Fitness Community of Practice http://extension.org Follow On Twitter http://twitter.com/FFFCoP Like On Facebook http://bit.ly/94G6cF
- 18. Google Analytics – Twitter
- 20. Google Analytics – Facebook
- 22. Bit.ly Summaries
- 24. Tweetreach
Notes de l'éditeur
- Surprising Statistics by Jason Baer: “87% of respondents in a survey conducted by Edison Research ages 12 and up have heard of Twitter (88% have heard of Facebook); only 7% of Americans use Twitter (41% have a profile on Facebook); Twitter is the important, vocal minority (Twitter population is 17 million people, Twitter users are plugged into brands like nowhere else on the social web; Twitter users are 3 times more likely to follow brands than Facebook users); in the research summary, Tom Webster said that ‘Twitter will ultimately be the way that we interact with brands, and will power the social CRM movement.’; Twitter is disproportionately popular with African Americans (25% of Twitter users are African American – may be due to Twitter’s functional similarity to text messaging); Twitter on the Go (63% of Twitter users access social networks via mobile phone); 53% of Twitter users never post anything
- - From “Social Media and Mobile Internet Use Among Teens and Young Adults” – a project of the Pew Research Center: 72% of online 18-20 year olds use social networking websites, nearly identical to the rate among teens; 52% of adults who use social networking sites have two or more different profiles (up from 42% in May 2008); Facebook is currently the most commonly-used online social network among adults (73% - Facebook; 48% MySpace; 14% LinkedIn); Young adults lead the way when it comes to using Twitter or status updating – 1/3 of online 18-29 year olds post or read status updates; of teens ages 12-17, 31% get health, dieting or physical fitness info from the internet From “What Social Media Users Want” research from online advertising network Chitika – Twitterers mostly consume news, MySpace want games and entertainment, Facebookers are into both news and community – capitalize on what you can offer that best fits in with what each audience is seeking on their respective social network; 47% of Twitter traffic is in news category, 10% tech; Facebook – 28% news, 17% community, 13% How to/DIY Ultimate Goal: use Twitter and Facebook to drive more traffic to the content of the FFF CoP Intermediate Goals: increase eXtension’s and FFF’s presence by taking our brand and material to our target audience (we’ve already established that our TA, young families with children, are on these sites); stay up to date and vocal in the public dialog involving health, nutrition, fitness, research, etc.; present FFF as an openly accessible entity with research-based, unbiased ‘families, food, and fitness’ info; offer online support for behavior change Strategy – currently use SM to promote eXtension “In the News” articles and content that parallels what’s going on in the world (seasonal/new research/news events); promote new FFF content; ‘advertise’ chats, webinars; re-tweet relevant info from trustworthy sources; maintain dialogue with other tweets to improve relationships and increase followers; also stay up to speed with SM/technology news through twitter and email lists (Beth’s Blog, Mashable); Facebook – schedule events such as chats hosted through eXtension and Iowa State; Discussions tab (obstacles to healthy eating during the holidays, tips to organizing recipes); post photos (FFF gets the most interactions (Likes, comments) when I post pictures of my baby boy, Facebook Fans respond more to personal messages); fans can also post photos; FFF has posted pictures from MIM, will encourage other states to post their health/wellness programs Text Messaging as a Tool for Behavior Change in Disease Prevention and Management – Twitter and FB are the next generation of text messaging CNN article – apps and texting can improve your health – B.J. Fogg at Stanford University’s Persuasive Technology Lab: Most people carry cell phones with them everywhere, making them a powerful tool in creating new habits in a person’s daily routine. Programs designed to improve health habits operate through “triggers,” or calls to action, which can be as simple as “click here.” Mobile technologies can help people with health goals by guiding them through small steps I use Text4Baby
- From “9 Tips For Getting More Twitter Followers” – Expand the reach of your Twitter handle: Along with your name and other contact information, add a link to your Twitter profile onto your company homepage, email signature and any other online profiles.
- Twitter Tips: see handout Do’s and Don’ts for Brands on Twitter: Do use proper grammar and spelling; don’t auto-tweet (point of Twitter is to be personally engaging more than blatantly promotional): if you’re carrying on a series of @replies, don’t wait a day or two between messages, reply within a few hours; don’t overtweet, try to make it a conversation, don’t shout at everyone; Shout out to users who mention you, be generous with your generosity; monitor keywords – for FFF, it’s health, fitness, exercise, food, nutrition, family; fish where the fish are – be sure your demographic is using Twitter, if not, being a silent observer may be your best use of Twitter Twitter Lists: lists aren’t just statis listings of users, but rather curated Twitter streams of the latest tweets from a specified set of users (FFF goal to assemble Nutrition and Health experts from land grant universities into a Twitter list for others to follow) currently there are 16 lists following @FFFCoP, beauty of a list is you can keep up with what folks are saying without following each individual Twitter account, use Listorious (directory of awesome lists on twitter) to search for lists you might be interested in following; TweetMeme exposes the most tweeted links and lists
- 21 Creative Ways to Increase Your Facebook Fanbase: Embed Widgets on Your Website (Like Box widget: displays your current fan pag stream and a selection of fans) and/or Live Stream Widget (Allows Facebook users to add their comments to a live event and that activity pushes out into their stream); Invite your email subscribers (send an invitation several times, over time letting them know about your fan page and encouraging them to join; Add to your Signature; Create an attractive landing tab with a video explaining exactly what your fan page is about, who it’s for, and why they should become members; Integrate the Facebook Comment Feature (on the landing tab, you can Like and comment on any item and choose to have that comment posted to your Facebook profile; Get fans to tag themselves in photos from live events, photo appears in their stream; Load videos on Facebook and embed on your site; Place Facebook ads (nominal weekly/monthly budget); Link to Twitter, FB truncates message to 140 character limit and adds bit.ly link to your fan page (to get clickthrough data, type bit.ly link then + in browser – works for any bit.ly link!); get fans to join via SMS (tex 32665 with the words “fan yourusername” or “like yourusername”); use print media; display on your website; add a link on your personal profile; Add a badge or button to your profile; use the share button (the share button is on the bottom left of your fan page and this adds a personal message from you with the link to the fan page to your personal profile stream); Use the @ tag to point your friends to your fan page; “suggest to friends” option (depends on how many friends you have, your relationship with your friends, how often you suggest fan pages/friends to your friends, etc) 7 Actionable Facebook Tactics for Marketers Publish on Facebook to creat interactions with and among your fans – give fans something to talk about; info that’s important and interesting to your audience Give people a reason to join – virtual gifts, coupons, contests, and insider tips Use FB to expand relationships with your prospects, customers, and fans Make FB communications conversational Measure your Facebook marketing efforts and their impact on your goals (Facebook Insights – weekly emails, can export to Excel; beth kanter’s spreadsheet template for monitoring FB)
- 274 clicks the week of February 24 to March 2, on March 2, emailed March 2010 Newsletter with bit.ly links to FFF content including webinar recording and “Go Green for St. Patty’s Day” article – eventually people will start using social media like they do email, forwarding messages, etc. On February 4, 2010, emailed CoP group the bit.ly link for “Super Bowl Snacks” – folks definitely respond to seasonal material
- Tweetreach for @fffcop – all retweets and mentions from May 14 to May 19
- Wanna know what generated the most interaction (likes, comments) – when I posted pictures of Noah Mack! Imagine that! I think we need more personalized messages on our FB page – FFF on FB will really take off when fans start using it as a place to post photos, videos, etc. of health/fitness/wellness programs; success stories; family stories – then admins can be more involved in the social support aspect
- Yes! It is hard to quantify the increased interaction, relationships, dialogue that is afforded via social media. As more and more people start to hear our message, we will see traffic to our site grow, more people talking about FFF content, etc. The important thing is for us to be available and involved in the conversation! From Anne Adrian: Don’t discount interaction. It is not easy to count and quantify, but through time we hope to see more interaction, recognition of success (from the community) and improvements in questions and conversation. Much harder to quantify, but could provide for very good qualitative descriptive impacts. Personal example: while creating the IA Beverage Guide to Sugars, I communicated with the American Heart Association regarding their recommendations for intake of added sugar since the USDA MyPyramid does not currently recommend that a certain amount of calories be from added sugars