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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
(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
(2006)
18% 241 million -Networking
-Microblog
Ages 18-29, black, urban
(2003)
22% 259 million -Professional
Networking
Men, non-Hispanic, ages 30-64, higher
income, employed, college graduates, urban
(2010)
21% 70 million -Photo
bookmarking
Women, ages 18-50, come college, highest
income vs. lowest
(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: [email protected] 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
