Health Sciences CenterSchool of Public Health

Integrating social media in the Louisiana young breast cancer survivorship program

Donna Williams, DrPHDirector – Louisiana Cancer Prevention

and Control ProgramAssistant Professor

LSU Health Sciences CenterSchool of Public Health

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Partnerships

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Why Young Breast Cancer Survivors?

• YBCS (< 45) have higher rates of recurrence and death and lower 5-year survival.

• Often indicative of a genetic mutation.• Face unique challenges: career, family,

relationships.• 2006-2010 Louisiana Ranked 5th for Breast

Cancer Deaths in Women <50.

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Survive WHAT? DAT!

• Needs Assessment Findings• Program that Promotes: • Health• Education & Awareness

• UNIQUE needs of YBCS

• Online Resource for: • YBCS• Caregivers• Service Providers

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Unique Needs of Young Breast Cancer Survivors

• Psychosocial• Fertility• Genetics• Body Image, dating, sexuality

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Market Research• More than half of social media users are

between 25 and 44 years old. • 17% of consumers’ PC time is spent on

Facebook. • 92% of people 18-29 and 73% of people 30-49

use social media. • In August 2012, 75% of women were users of

social networking sites.

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How Big is Social Media?

1. China – 1.3 Billion2. India – 1.2 Billion3. Facebook – 1 Billion

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How Big is Facebook?• Worth more than:

Plus

• Worth more than:

X 2.5

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How Big is Facebook?• Worth more than:

• Worth more than:

• Worth more than:

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How Big is Facebook?• Worth more than:

COMBINED

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Founded:October, 2012

• Traditional Approaches• F2F support groups• Navigation• F2F Workshops

• Social Media• Facebook• Website• Twitter• You Tube

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Buffer App

• Fill up Buffer and Buffer automatically posts.• Custom scheduling, multiple accounts,

detailed analytics, etc.

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Targeted Advertising• Geographics • Gender• Age

Potential Audience for an ad: 140,000 peopleWho live within 25 miles of New Orleans, LAExactly between the ages of 18 and 44 inclusiveWho are femaleOn News Feed on desktop computers and mobile devices

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Analytic Tools• Facebook Ads Manager• Facebook (Page) Insights• Google Analytics• And others

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Analytical Tools and DefinitionsFacebook Ads Manager • Impressions

– Number of times ad was displayed

• Clicks– Number of “clicks” ad has received

• Page Likes – Number of people who “Like” Page within 24 hours of viewing the ad or 28 days after

click on the ad

• Event responses – Number of times people RSVP’d (yes or maybe) within 24 hours of seeing an ad or

sponsored story, or within 28 days of clicking on it

• Cost Per Click (CPC) – How much each ad click has cost.

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Analytical Tools and DefinitionsFacebook (Page) Insights• Likes – Page Fans

• Page Consumptions – Number of people who clicked on any of your content

• Engagements – Any click or story created associated with your Page

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Analytical Tools and DefinitionsGoogle Analytics• Visits– Number of individual sessions initiated by all visitors to

the site • New Users– Internet users who have not previously or recently visited

the site• Paid Search Traffic– Visitors who came to website from paid ad campaigns

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Typical Ad

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Typical Ad

Paused

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Facebook Fans

July 2013

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Facebook Activity

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Website Traffic

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Website Visits

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What are People Accessing?• Can look at what specific content people are

accessing.– Launched a t-shirt shop in February

Page Pageviews

2,078 % of Total: 100.00%

1. /welcome 756(36.38%)

2. /events-happenings 230(11.07%)

3. /tshirt-shop 227(10.92%)

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ResultsPrior to Ads• Website Visits: 119 by

16 unique visitors

• Page Likes: 74• Engagements: 99 unique• Page Consumptions: 195

total content clicks by 69 daily unique users

Six Months Post Ads• Website Visits: 966 visits

by 83 unique users • Page Likes: 408• Engagements: 5949• Page Consumptions:

6844 total content clicks by 5476 daily unique users

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Who Did We Reach?

11%

49%

37%

3%

Age

18-24

25-34

35-44

45+

Women > 99% Men < 1%

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July 2 – December 31, 2013• Reach: 2,101,590 • 8,292,731 Impressions• 6,844 Clicks• $6,246.76 Total Spent • Cost Per Click - $.91

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Other Costs

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Traditional Approaches• F2F Support Groups– 3 or 4 participants at a time

• Workshops–Maximum 14

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March 17, 2014

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March 26, 2014

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Conclusion• Targeted advertising on social media is

effective in reaching the intended population.• Detailed analytics are available to help time

and refine messages and evaluate effectiveness.

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Future Directions• Keep up with the technology• Mobile Ap• Online support groups• Expand service area– North Louisiana–Mississippi– Alabama

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Funded by the Centers for Disease Control and PreventionFUNDING OPPORTUNITY ANNOUNCEMENT (FOA)

NUMBER: DP11-1111GRANT NUMBER: 5 U58DP003399-03

Developing Support and Educational Awareness for Young (<45) Breast Cancer Survivors in the

United States

Thanks to Our Partner:

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References• http://cancercontrolplanet.cancer.gov/ • http://royal.pingdom.com/2012/08/21/report-social-n

etwork-demographics-in-2012/• http://blog.nielsen.com/nielsenwire/social/2012/• http://pewinternet.org/Commentary/2012/March/Pew

-Internet-Social-Networking-full-detail.aspx• http://pewinternet.org/Commentary/2012/March/Pew

-Internet-Social-Networking-full-detail.aspx• http://www.jonloomer.com/2013/03/11/facebook-insi

ghts-consumer-vs-engaged-user/• http://www.businessinsider.com/10-huge-companies-

that-facebook-is-now-worth-more-than-2012-5• http://www.forbes.com/global2000/#page:1_sort:0_d

irection:asc_search:_filter:All%20industries_filter:All%20countries_filter:All%20states

• http://mashable.com/2012/05/18/facebook-worth-mcdonalds/