Social Media The Food Hero Experience (Part 2) Lauren Tobey, MS

Social Media The Food Hero Experience (Part 2)

Lauren Tobey, MS, RD

“I know it sounds corny, but I’d love to improve people’s lives, especially socially…making the

world more open is not an overnight thing. It’s a 10 to 15

year thing.”

Mark Zuckerberg

started Facebook at age 19

Presentation Objectives

Related to social media attendees will be able to:

1. Explain what current literature says on the who, what, when, where and why.

2. List points to consider when creating a plan.

3. Describe ways to collect/use measurement data.

Presentation Overview

A. How social media is used in our field

B. Mini Food Hero background/update

C. Practice Suggestions from JNEB Article

D. Questions and resources for more information

JNEB Article Practice Suggestion

Presentation Focus

Conduct a needs assessment Who is using social media, what sites, and how often. Select social media sites

Create a plan Key points to consider Integrate the social media team Key points to consider

Regularly collect, track, and use social media measurement data

Food Hero and literature examples.

How is social media being used by health professionals?

• Deliver educational programs • Facilitate social support groups • Recruit for services • Communication between professionals. • Communication for the public • Recruitment to programming • Train students • Data mining

Background – Why was Food hero developed?

Oregon Governor Kulongoski $3/per person/day weekly food budget

February, 2009

Hunger, Health and Nutrition Initiative cost shared with SNAP-Ed

Food Hero startup budget ~$500,000

JNEB Paper Practice Suggestion 1+2: Conduct a Needs Assessment & Select Social Media Sites

8 Food Hero Focus

Groups (n=50)

2289 Food Hero

Phone Surveys

Existing Evidence

Important results of Food Hero needs assessment

Moms want healthy food info • online (46.7%)

• grocery stores (16%)

• magazines (12%)

Online more so adults <35y and households with >1 adult

Currently find cooking tips/ideas • Web sites (28%)

• Friends and family (25%)

Results based on Food Hero phone surveys. Supported in Food Hero focus groups and 2007 ConsumerStyles survey documented in the USDA Maximizing the Message.

Key theories/models of Food Hero Campaign:

Current

• Theories: Marketing Exchange and Social Cognitive

• Model: Social Ecological

Future

• Theory: Diffusion of Innovations or Social Networks

ABCs of Food Hero Social Marketing Campaign

• Inspire limited income moms. • Primary product: low-cost recipes. • Discretely promote veggies and fruits. • Reach multiple community levels. • Multi-channel. • Friendly, empowering, actionable. • Daily social media using 3 sites.

Food Hero Campaign has 4 channels

1. Community Kits*

2. Website*

3. Monthly Message* • Food Hero Monthly

• Calendar

• Social media, daily

4. Media purchased* • web banners

• grocery: cart ads, shelf talkers, freezer decals, food demos, in store announcements

• billboards

• bus shelters and buses

• movie theater

• radio

*All channels have digital components

Food Hero Community Kits - Samples

Current Phase – Process Evaluation wrapping up summer 2014

61 elementary schools targeted + surrounding communities Map: campaign schools + grocery stores

Presentation Focus: Initial needs assessment. Is social media a good fit for my audience?

74% of U.S. adults are online

*As of 9/13 including Facebook, LinkedIn, Pinterest, Twitter, and/or Instagram. As of 9/13 including Facebook, LinkedIn, Pinterest, Twitter, and/or Instagram

Of them, 73% use social networks*

Use Continues to grow annually

Not only young users

Social Media Use By Age - Teens 2013 Focus Groups w/ 12-17 yo

Social network site use • Growth slowing - above all Facebook • Twitter has increased. • Size of average teen Facebook network 300; girls higher • 81% say Facebook is the site they use most often. Negatives:

increasing adult presence, high stakes of managing self-presentation, burden of negative social interactions (“drama”) feel overwhelmed by friends who share too much.

Gaps lowering

Urbanity

Income

Education

Race/ethnicity

Social Media Global Use – Changes in Active Use

Instagram fastest growing, ↑active user base 23% Q2 to Q4 2013. YouTube + Facebook ↓

Survey (n=~170,000) , participants from 32 countries, Q2 to Q4 2013

Social Media Use by Global Region

Survey (n=~170,000) , participants from 32 countries

Social Media Use - Mobile

As of May 2013

Social Media Use - Mobile

55% of smartphone owners say they mostly go online using their phone.

91%

55% 42%

32%

Cell Phone Smartphone Tablet e-reader

US Adult Mobile Ownership as of January 2014

Still gaps

Age

Education

Income

Urbanity

Social Media Use – Smartphone users

International Data Corporation study (n=7,466) commissioned by Facebook amongst US adults 18-44 yo in March of 2013.

Smartphone users (all subjects): 79% of reach for device w/in 15 min. of waking 18-24 yo quickest 62% immediately

Facebook specific for smartphone users: • 70% frequently visit, >50% daily. • Peak time just before bed. Any time's good. • ~14 visits x/d, for 2:22 min each time • Where? 46% shopping or running errands; 48% at the gym;

47% preparing a meal.

Social Media Use by Motivation

What is a major reason why you use social media? ~67% to stay in touch with current friends and family members (2011)

• family most important for women (72% vs. 55%) • current/old friends most important <50 y.o.

Presentation Focus: Initial needs assessment. What social media sites should I use?

Note: 22% report not using any of the surveyed sites (i.e. Google+, Snapchat, or nothing).

Social Media Sites - Spotlight

(launch year)`

Use SNS

(launch)

Internet

users using

Active

user/month

Main Feature Most appealing to…

Any SNS 73% --- --- Adults ages 18-29, women

Facebook

(2004)

71% 1.23 billion -Networking Women, ages 18-50, white, black, Hispanic

Google+

(2011)

NA 300 million -Networking

-Identity service

Men, income of $60,000+/yr, US and India

Twitter

(2006)

18% 241 million -Networking

-Microblog

Ages 18-29, black, urban

LinkedIn

(2003)

22% 259 million -Professional

Networking

Men, non-Hispanic, ages 30-64, higher

income, employed, college graduates, urban

Pinterest

(2010)

21% 70 million -Photo

bookmarking

Women, ages 18-50, come college, highest

income vs. lowest

Instagram

(2010)

17% 150 million -Photo share

-Video share

Ages 18-29, black, Hispanic, women, urban

Social Media Spotlight - Facebook

Social Media Spotlight – Facebook (FB)

Some predict Google+ will surpass FB on “social sharing” by 2016 . Faceboook breaks: • 61% of FB users have taken a voluntary break for several weeks or

+. • Of the 33% of online adults not using FB, 20% used it in the past

Social Media Spotlight - Facebook

Social Media Spotlight – Photo Sharing

Social Media Spotlight – Photo & Video Sharing

Photo/Video Sharers 62% of Internet users….

Source of Content they post

% of internet users engaging

Post Photos

Post Videos

Most appealing to…

Creators Original creations

54% 52% 26% Women, ages 18-29, all levels of education + income

Curators Repost ones found online

47% 42% 36% Women, ages 18-29, low and middle income

Practice Suggestion: Create a social media plan Presentation Focus: Key points to consider

Food Hero Social Media Wiki guidebook

Research questions/objectives

Literature

Posting schedule, criteria, ideas, monthly message themes

Goals and tips per social media site

Content criteria (post/recipe/photo) and guidelines

Monthly measurement data and how to collect it

Passwords

Practice Suggestion: Integrate the social media team Presentation Focus: Key points to consider

Assign/hire a manager with defined roles. Workload unpredictable and ever changing. Encourage continuous overlap and sharing.

Practice Suggestion: Integrate the social media team Presentation Focus: Key points to consider

Oregon State University Lauren Tobey, Project Coordinator Christine Mouzong, Food Hero Evaluation Specialist Elaine Schrumpf, Food Hero Recipe Coordinator Lacy McGraw, Food Hero Social Media Coordinator Teresa Pimental and Rachael Veith, Student Coordinators Over 100 community health promoters throughout Oregon Hundreds of community partners/collaborators Outside Oregon State University Laura Bonazzoli, Consultant, writing and editing assistance Laura Lamotte, Ranch Advertising, Food Hero Food Photographer Previous student coordinators:

• Jovan Duvall, RD, Providence and HeadStart • Jessica Chang, MS, RD, Houston Methodist in the Texas Medical Center • Abby Chambers, RD internship at the Univ. of South Carolina

Tom Wheeler, Wheeler Creek Designs, Food Hero website developer

Practice Suggestion 5: Regularly collect, track, and use social media measurement data

Presentation Focus 4: Food Hero examples

Ways Food Hero measures and tracks the digital campaign

Google analytics

Site specific tools (Pinterest Analytics/Facebook Insights)

Social media recipe widget

Focus Groups

Surveys

http://sharethis.com counter displays # of times any image is shared from your site

How many, how often, how long?

Are visitors Oregonians (our target audience)?

Visits from 202 countries in the past year.

Where are the social traffic sources from?

What topics brought social followers?

Food Hero Facebook Insights

Lesson 5 learned

Food Hero Facebook Insights

Food Hero Facebook Insights

Pinterest Analytics

Pinterest Analytics

Become an SNEB member!

Benefits of membership

• Professional Member - $190 per year

• Associate Member - $95 per year

• Student Member - $60 per year

• Subscription to the Journal of Nutrition Education and Behavior

• Free access to live and recorded webinars

• Deepest discount to attend the SNEB Annual Conference

• Membership in an SNEB specialty division

• Connection to other professionals through SNEB listserv

• www.sneb.org/join

Questions and More Information/Updates

Contact me with more questions: Lauren.tobey@oregonstate.edu or 541-737-1017

Nutrition and Social Media Wiki/Listserv: https://sites.google.com/site/nebsmp/ Follow Food Hero on social media! Visit foodhero.org

Social Media Use By Age - Teen (12-17 yo) Focus Groups, 2013

Basics • 95% use the Internet; 74% via mobile • 78% have a cell phone; 47% a smartphone

Social Media Use by Country – top sites

Survey (n=~170,000) , participants from 32 countries

Social Media Use – Fast growing segments

Source: Global Web Index Study

Social Media Site

Fastest Growing Age bracket

Growth Rate since 2012

Twitter 55 to 64 79% Facebook 45 to 54 46% Google+ 45 to 54 56%

• 42% of US adults are on multiple social networks • Of those who use only 1 social networking site,

• 84% use Facebook • 8% use LinkedIn • 4% use Pinterest • 2% use Instagram • 2% use Twitter

• 50% of adult Facebook users have >200 “friends”.

• 50% of Internet users who do not use Facebook themselves

live with someone who does.

Pew Research Center 2012-1013 data

Social Media Spotlight - Facebook

Social Media Spotlight – Photo Sharing

Of cell phone users:

9% use Snapchat & 18% Instagram (2013)

What about mobile?

Only 38% desktop

Do limited income audiences own Apple products?

Posting at certain times and days.

Food Hero Social Media Plan prime posting details:

Site Day Time (PST) mid to late week

12pm

all afternoons especially Fridays

3-7pm

early to mid-week

11am

Social Media Spotlight - Facebook