Are Friends a Dime a Dozen? Establishing Social Media M&E

USAID Global Health Mini-University

Chris Rottler, Forum One CommunicationsTara Sullivan, JHUCCP (K4Health Project)

Vince Blaser, IAVI

September 30, 2011

Agenda• New Media 101• Monitoring & Evaluation 101• Key Social Media Metrics• Case Studies (K4Health & IAVI)• Discussion

Key Communication Objectives for Using New Media

• Create awareness of an issue, project, etc.

• Launching a project or major resource

• Establish a need among the right audience

• Comparing projects/services

• Develop or change opinion

• Influence the influencers

• Drive action and traffic among the right audience

• Establish credibility and trust

•Facilitate information sharing among audience networks

•Expand reach to include more diverse audiences

•Facilitate interactive communication, connection, and public engagement

•Increase the timely dissemination and potential impact of health and safety information

•Promote an organization’s work and results

•Develop strategic communication partnerships

•Raise awareness and advocate for global health issues

Key (Global Health) Communication Objectives for Using New Media

Note: Presence management framework derived from original work by Chris Brogan

New Media 101

Online Presence FrameworkHome Base: Priority 1 (50% of your time budget)

• “Social” portion of your hosted presence

Outposts: Priority 2 (40% of your time budget)• Key social sites that you actively participate in

Passports: Priority 3 (10% of your time budget)• Profiles on lower priority social sites• Mostly to listen, occasionally participate

Note: Presence management framework derived from original work by Chris Brogan

Monitoring & Evaluation 101

Begin with the end in mind

Understand your audience

Create SMART objectives

Develop a sound M&E

plan

Monitoring & Evaluation 101Select

appropriate indicators

Measure continuously

Ensure data quality

Use your data

Tara Sullivan, Knowledge Management Director

Rebecca Shore, Communications SpecialistKate Stence, Communications Manager

Saori Ohkubo, M&E Advisor

Establishing a systematic process to collect, analyze, and use social media metrics

K4Health Mission• To increase the use

and dissemination of evidence-based, accurate and up-to-date information to improve health service delivery and health outcomes worldwide.

Make quality health information easy-to-find and easy-to-use

K4Health’s Target Audiences

Primary

• Policy makers, program managers, and health service providers

Intermediary

• USAID/Washington; USAID Missions; Partner Cooperating Agencies (CAs); NGOs; Donors; Professional Associations; In-Country Technical Working Groups; Universities, and Libraries

K4Health’s Communication Strategy

To grow existing and emerging target audiences particularly focusing within the field

To maintain current users through online outreach using social media and metrics of success

K4Health’s Social Media Objectives

To drive traffic to K4Health website and directly to our products and services

Understanding Our Audience1. Environment scan

2. Global online survey

3. Multi-country qualitative study• Methods:

• Key informant Interviews

• Network stakeholder interviews

• Focus group discussions

• Net-mapping

• Countries: • Malawi, Senegal &

India • Ethiopia & Peru

Women participate in a family planning discussion group in India. © 1993 Paul Bankerd/CCP, Courtesy of Photoshare. 

Social Media: An Integrated Approach

K4Health Blog: Joining the Conversation

Global Health

Information & Communication Technology for Development

Knowledge Management for

HealthFamily Planning,

Reproductive Health, HIV/AIDS

Social Media: An Integrated Approach

Key Social Media MetricsNumber of fans and followers on social media accounts (Twitter, Facebook, and

LinkedIn)

Number of visits from Twitter, Facebook, and LinkedIn

Number of interactions on social media

Number of blog posts published

Number of blog posts viewed

Collecting the Data

Google Analytics: Annotations

Measurable SuccessJu

l-10

Aug-1

0

Sep-1

0

Oct

-10

Nov-1

0

Dec-

10

Jan-1

1

Feb-1

1

Mar-

11

Apr-

11

May-1

1

Jun-1

1

Jul-

11

Aug-1

10

100

200

300

400

500

600

700

800

900

1000

1100

1200

Blog Pageviews July 2010 - August 2011

Unique Pageviews

Facebook Advertising Campaign

Tools to Track Social Media

Vince BlaserNew Media Specialist

Washington, DC 11th Annual Global Health Mini-University

9/30/11

Quality Over Quantity

M&E lessons from the International AIDS Vaccine Initiative’s new media efforts

• IAVI is a global, non-profit, public-private partnership with a mission to ensure the development of safe, effective, accessible, preventive HIV vaccines for use worldwide

• We work with partners around the world, with HQ in New York and field offices in Africa, Europe and India

• The bulk IAVI’s funding is spent on R&D for vaccine candidates. We also conduct policy analyses, advocate for the field and engage communities in the trial process and AIDS vaccine education

What is the International AIDS Vaccine Initiative (IAVI)?

IAVI’s Communication ObjectivesMain Objective: Inform relevant audiences that an AIDS vaccine is possible and vital, and that IAVI’s programs in particular are valuable

Secondary Objectives:• Maintain and increase support for AIDS vaccine

development

• Reinforce IAVI as a “go-to” organization and partner on AIDS vaccine development

• Raise appropriate awareness of IAVI’s activities and innovations

IAVI’s New Media Audit – What We Hoped to Learn

• What are the major conversations?• Average of 400-500 posts on FB and

Twitter daily related to our issues, 1,000+ daily during the 2010 International AIDS Conference

• Key stakeholders were reading global health, AIDS, development and political blogs in addition to traditional news sources

• What is our audience looking for?

• Lessons for engagement

Findings – What Are the Major Conversations?

News, news and more news@SciDevNet: India, South Africa to team up on HIV vaccine research http://bit.ly/d6sPEx

Support for HIV vaccine R&D@OnlyInterject: Computational Biology @ work! via @AIDSvaccine Determining shape of viral protein could spur #HIVvaccine dev http://bit.ly/bmSgZK #AIDSvax10

The conspiracies, the misinformed and the sarcastic@marshallbock: @naporeon Vaccines cause autism! And AIDS! AIDSTISM!

@JoziStylista: RT @BeigeTheColour: One would imagine that a small dose of HIV blood is one of the ingredients in the AIDS vaccine...

Findings – What is Our Audience Looking For?

• They’re looking for news

• They’re looking for inspiration

• They’re looking to collaborate

• They’re willing to help spread the word

Creating and Evaluating IAVI’s New Media Strategy

Opportunities

• To reflect changes in media landscape by placing IAVI spokespeople and partners in key blogs for stakeholders

• To post the latest on AIDS vaccines and IAVI in social media outlets that are most used by stakeholders and best fit IAVI’s communications objectives

• To keep a pulse on latest discussions about our field from our major stakeholders as well as general audiences

Challenges

• To maintain the organization’s expertise and credibility in the new media space

• To avoid wasting limited staff time on relatively ineffective new media outlets and conversations not productive toward our mission

• To focus evaluation of new media strategy on key stakeholder engagement

Where We Focus (and Where We Don’t) – Blogs

Blog placement

• Scientific blogs (Science Insider, Science Speaks: HIV & TB News)

• AIDS, global health policy blogs (ONE Campaign Blog, Global Health Magazine Blog)

• Policy/politics blogs (Huffington Post, MFAN blog, The Hill Congress Blog)

• Major media blogs (CNN, Guardian Global Health Policy Blog)

• Development and donor blogs (USAID Impact Blog, Scidev.net)

• NOT our own blog

Where We Focus (and Where We Don’t) – Social Media Outlets

Twitter (@AIDSvaccine)• High emphasis, most staff time and most posts

Facebook (facebook.com/AIDSvaccine)• Second highest emphasis and staff time – most posts

and multimedia content related directly to IAVI

YouTube (IAVIvideos)• Time varies by project and goal of videos

LinkedIN• Discussion board and group maintained for purposes of

recruiting and informing field of major breakthroughs

Other outlets• Little time spent on MySpace, Flickr. Wait-and-see on

new outlets like Google+

What We Post AboutIAVI news, announcements and reports

Developing an #HIV #AIDS #vaccine isn't just science. Check out our brief on IAVI's vaccine preparedness approach http://bit.ly/c5xv7Q

AIDS vaccine, global health/development news, trendsGreat new resource on CAPRISA #HIV #microbicide trial

results & what's next from AVAC (@HIVpxresearch). Check it out! http://bit.ly/aIuepe Inspiring quotations and key messages

New U.S. #MDG plan: "We will pursue breakthroughs in public health across the developing world," incl #HIV #vaccines

http://bit.ly/bh5TCh Major events

#AIDS2010, what do you know future #HIV prevention choices? Earn your prize at the Global Village Women’s Networking Zone Tue 20th 5:15pm!

Responses, messages to other posters@Ballona: #HIV antibodies discovery is step fwd in developing

an effective #AIDS vaccine, but much work remains.

How We EvaluateQuantitative Methods

• Website traffic numbers, followers, YouTube views, bit.ly clickthroughs, etc.

• Volume of discussion on our topic areas that utilizes our information and outreach

Qualitative methods

• Feedback from key stakeholders

• Engagement from key partners

• Participation in major social media discussions on AIDS vaccine R&D

Imagine a worldwithout AIDS

Discussion

Contact Information:

Chris Rottler, Forum One Communicationscrottler@forumone.com

Tara Sullivan, Knowledge for Healthtsulliva@jhuccp.org

Vince Blaser, IAVIvblaser@iavi.org