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Immunization Hesitancy – A Brief Overview of Challenges and Opportunities OnlineCIC2016 – Canadian Immunization Conference |December 6-8, 2016 | Shaw Centre | Ottawa, Ontario, Canada
Presented By: Mike Kujawski, Managing Partner & Senior Consultant, Centre of Excellence for Public Sector Marketing (CEPSM.ca)
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1. Key digital trends and statistics
2. Visualization of discussion surrounding vaccine hesitancy online
3. A few general tips
4. Free monitoring tools that can help you filter through the noise
Agenda.
WHAT’S
HAPPENING ON
FACEBOOK?
• Recent page layout re-design to focus on mobile • Soon to overtake YouTube for amount of video watched each day• Live video streaming is heavily favoured by its algorithm• 360 video, photo and VR support• Publishers can no longer include external links at the end of a video• Latest update favours posts shared by friends over page posts• Post visibility shifting from “friends only” to public • Messaging and private conversation shifting to messenger• Growth of malicious fake news disguised as real• Content sharing farms and bots• Polarization of discussion and growing of echo chambers
WHAT’S
HAPPENING ON
TWITTER?
• Twitter still steers the narrative of discourse on other social channels• Partnership with Google drastically increases exposure of Twitter • 1 billion unique visits monthly to sites with embedded Tweets• Algorithm prioritization of live streaming video (via Periscope) • Videos shared natively as opposed to 3rd party are given preference• Usernames and links no longer count toward 140 character limit• Emoji based targeting is now possible• Direct messages have no character limit, don’t require a follow back,
have read receipts and allow for rich media
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