1. Connecting the Dots: Using Social Media to Measure Behavior Change In Public Health Campaigns byAmelia Burke, MAWestat CDC National Conference on Health Communication, Marketing, and Media August 9-11, 2011 Presented: August 10,2011

2. measuring behavior change IS POSSIBLE with social media 2

3. today’s goal 3

4. demonstrate how social media can provide tools for measuring behavior change 4

5. social networks have always been influential 5

6. 6 “6 degrees of separation”

7. 7

8. 8

9. but as connected and influential social networks moved online, the ‘6 degree’ model was challenged 9

10. 10

11. 11

12. 12 “…in the world of ‘6 degrees of separation’, not all degrees are equal.”

13. moreover connection is only part of the equation 13

14. 14 “3 degrees of influence”

15. so how does this apply to public health? 15

16. “the interactive aspects of social media suddenly provide…a wealth of tools to understand their consumers and build correlation models to better comprehend what they do and why they do it.”~Darren Cahr, SocialMediaToday 16

17. “interactive technologies can change people’s attitudes and behaviors using influence strategies established by the social sciences… persuasive technology is ubiquitous on the Web, and many Web services are successful in bringing about behavior change.”~BJ Fogg, Stanford University 17

18. “"I know, and I want to share my knowledge" is the leading edge of health care.” ~Pew Internet & American Life Project 18

19. but how do you measure this change? 19

20. 20 an individual's readiness to perform a given behavior is assumed to be an immediate antecedent of behavior

21. 21 CTR Impressions Fans Likes Tweets Then this is where we need to start… In order to get here Social Media Inputs Activities Outputs Short-term Outcomes Long-term Outcomes

22. how do you show short-term outcomes within social media? 22

23. “the click—that single infinitesimal metric ingrained in the hearts and minds of a generation of online marketers who had nothing else to lean on in its place and everything to lose without enough of them…”~Lotame Solutions, Inc. 23

24. so what’s beyond the click? 24

27. CPM

28. CTR

29. views

30. assets placed

31. likes

33. polls

34. surveys

35. comments

36. crowd sourcing

38. questions answered

39. face-to-face integrations

40. materials shipped

43. CPM

44. CTR

45. views

46. assets placed

47. likes

49. polls

50. surveys

51. comments

52. crowd sourcing

54. questions answered

55. face-to-face integrations

56. materials shipped

58. 28

59. 29

60. 30

61. so how did they do it? 31

62. 32

63. 33

64. 34 Point A Point B

65. 35

66. 36 Identify Patterns of Engagement Gauge Consumer Response User favorites the channel Brand says, “Thank you.” Leads to growth of subscriber-base User responds

67. thus, surveys and other forms of data mining in social media are a key to measuring impact beyond CTR – and achieving those short-term goals 37

68. key takeaways There is a movement to use social media to measure behavior change – and it’s currently being done. To measure this change, it is critical to move beyond the immediate program outputs like CTR. Looking at short-term outcomes can help identify what measures get us closer to demonstrating behavior change. Consider the “Insights” and “Actions” verticals of the S.O.C.I.A.L. Framework for data to support short-term outcome needs. 38

69. thank you!amelia burkeameliaburke@westat.com@socialibriumm 39