Workshop: Social Media

Workshop: Social Media • Expert Participants: • Bridgette ColladoHausman (Eliza Corporation, Emerson alumna) • Lauren Becker (Lahey Health, Emerson alumna) • Benn Grover (Health Care Without Harm, Emerson alumnus) • Facilitator: • Dr. Lisa Gualtieri (Tufts Faculty, creator of #HCOM20th hashtag)

Since this is a workshop… What are the top 10 most popular social media websites in the US last week?

For the winners!

ALS ice bucket challenge • Amyotrophic lateral sclerosis (ALS), commonly referred to as Lou Gehrig's disease, is a rare, fatal disease • More than 5,600 people are diagnosed with ALS each year, an average of 15 per day • As many as 30,000 Americans are currently affected by the disease • Were you challenged? • Did you accept? • Did you challenge others? • Did you watch videos? • What do you know about ALS that you didn’t know before?

Cumulative Number of Users Posting, Commenting, or Liking a Post about the Ice Bucket Challenge • Challenge originated with 29 year old Peter Frates, a former captain of the Boston College baseball team, who was diagnosed with ALS in 2012. A Boston-area resident, he postedhis ice bucket challenge video on July 31 and it took off.

Map of northeastern U.S. with each line representing 10+ ice bucket challenges, connecting nominees and their nominators • The case for Boston-as-origin gets more compelling after examining a map of the contiguous United States. Boston is clearly the most active area in the country, the origin of the most challenges, with many traveling all the way across the country.

3 videos had over 19 million views • Simpsons • Best fails • Bill Gates

Analysis of 1,500 randomly-selected #icebucketchallenge videos • 20% of participants took the challenge indoors • 30% of participants were female • 53% dumped by someone else • 26% of participants didn’t even mention ALS in their videos • Only 20% of participants mentioned donating money

Donations • Over $100 million from more than 3 million donors • ALS Association raised only $2.8 million in the same period last year hence had a 3,504% increase over donations during this same period last year • “The Ice Bucket Challenge has been a social media phenomenon, grabbing the attention of millions of Americans including many celebrities and political figures. Some have speculated that it might forever change the way charities approach fundraising.” Time Magazine • There have been 4.2 million Tweets about #ALSIceBucketChallenge peaking at 1,877 Tweets per minute!

Post-#ALSIceBucketChallenge • People like me analyze it  • Main criticism of it – it is “slacktivism” and slacktivists are more focused on bringing attention to themselves than to a charitable cause • Every other health charity is hoping to capture some of the boost in awareness and fundraising that ALS has received • Hard to replicate • Hard to orchestrate • Fatigue especially with copycats – think yellow Livestrong bands • New campaigns – 2 involve pies! • DoubtfireFace for Suicide Prevention • Started by supporter of the American Foundation for Suicide Prevention, honors the late Robin Williams by replicating his pie-in-the-face from the movie "Mrs. Doubtfire.“ • Eat pie for HI • Hyperinsulinismor HI - affected children often require more carbohydrates and sugar than normal children

Final analysis • The perfect storm • 24-hour time period to complete the challenge • Hot summer weather • Ease of completing the challenge • Simple rules, low cost, low risk • Connects people • Fun • Room for creativity and personal expression, even humor • Leads to heavier use of social media and video potentially • How exactly do I upload a video? • Emily Boardman • Would a campaign for a more common or better known disease have been as popular? • A student • Will it spread to the southern hemisphere as weather changes? • Other examples of “viral” campaigns using social media? • Movember for prostate cancer, …?

Why social media? • That’s where your clients are • Your clients expect you to be there too • It can build brand trust • It’s sharable • Encourages two-way communication • Reaches all major demographics

Which social media? • Depends on your clients|audience • Social media managers need to really understand each interface and the culture there

What about content? • Do tailor content to the medium • Do establish an editorial calendar • Don’t be so tied to the editorial calendar that it prevents taking advantage of current events • Do establish a brand voice and give credit to actual people • Do link to your other social media profiles and/or website when appropriate

How is trust built? • Two-way communication (respond!) • Leave all comments – good and bad and in between • Attribute posts to real people • Time • Time • Time

#LaheyHealth5K Lahey Health Cancer Walk & Run

Goals Get people to sign up Show the community we care (we do) Increase number of participants from last year Unify our system of hospitals

Strategy • Hashtag • Related posts woven into editorial calendar • Promoted posts specific to event • Live-Tweet event

Results • 28% more participants • Only 2% reported they were informed via social • 11% of traffic to website where from social • Benefit to social numbers (in general)

Lessons Learned • Larger team doing on-site photos/posts • Higher budget for promoted posts • Posts should have engaging photos/videos and clear CTA (not just information-based) • Multiple short videos • Engage users users to send in their photos • Explore additional social media channels

NCDs are a time bomb • Peter Piot • Former UNAIDS Executive Director

NCDs make the largest contribution to mortality both globally and in the majority of LMICs. Worldwide, NCDs account for 60% (35 million) of global deaths. The largest burden - 80% (28 million) - occurs in LMICs, making NCDs a major cause of poverty and an urgent development issue. They will be the leading global cause of disability by 2030.

“What we’ve got here is a failure to communicate.” - The Captain, Cool Hand Luke

Workshop: Social Media