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A map of demand: swine flu interest by population group#1) Search term: Swine flu This series of graphs and maps show how the Search term: Swine flu nature and type of information demand is closely tied to population groups. #1) (top) shows widespread demand for the general term of “swine flu”, with heaviest demand in the Mexican border state of Texas. Note that Kansas has reported two cases of infection.#2) Search term: Swine flu symptoms #2) (middle) shows much more localized Search term: Swine flu demand related to the emerging search symptoms phrases surrounding “symptoms”. Symptom- related searches are highest in New York, California and Texas – three states with confirmed cases (oddly, Kansas is not among this group). #3) (bottom) this last graph is remarkable for one very specific reason: North Carolina is#3) Search term: Gripe porcina home to a number of large pork processing Search term: Gripe porcina plants that are well known for their heavy use of non-unionized Hispanic labourers. Note how North Carolina stands out as the epicenter of US-based Spanish language swine flu searches. Collectively, these data underscore the language and locale of search to understand the evolution of the outbreak and use this to develop more targeted and effective PHAC Swine Flu Outbreak Online Analysis (Apr 27/09) strategies communication
“Let me tell you a story about a little pandemic…” Volume of searches done in Canada on Google for the five keywords in the legend. Note two distinct waves of demand, the first dominated by “swine flu” searches; the second by “h1n1” & “vaccine” related searches. Data drawn from Google Insights for search. Relative scaling in effect. 17 PublicInsite 2010
Most organizations are analog The premise of the Cluetrain Manifesto is that organizations have not fully grasped the sea change the Internet represents, and continue to operate by methods that worked wonders in the broadcast era but (ironically) are radically unproductive online. 25 PublicInsite 2009
Change in mobile visits to GoC web sites 160,000 0.80% 140,000 0.70% Total mobile visits Average % of mobile 120,000 visits 0.60% Max % of mobile visits mobile visits as % total visits Min % of mobile visits 100,000 0.50%Total mobile visits 80,000 0.40% 60,000 0.30% 40,000 0.20% 20,000 0.10% - 0.00% 2007 2008 2009 % growth 2008 – 2009: Visits = 241%; and as % of total visits = 296% 56 PHAC H1N1 Flu Outbreak - Online Analysis