mobile social media: connecting online and offline engagement … · 2018-10-06 · 52% of latino...
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RTI International
RTI International is a trade name of Research Triangle Institute. www.rti.org
Mobile Social Media:
Connecting Online and Offline Engagement for Impact Alexandra Bornkessel, M.A.
Director, Digital Strategy and Communications
RTI International
@socialbttrfly
August 21, 2013
The Art + Science of Health Communication
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Where Connections Start
Researcher, Valente, proposes four
general types of social network
intervention strategies:
• Identify and use champions or
opinions leaders as agents of change;
• Use segmentation to identify groups
of people to change at the same time;
• Stimulating peer-to-peer, or word-of-
mouth, cascades of information and
change; or
• Deliberately altering the structure of
the network itself
Mobile Social Media: Connecting Online and Offline Engagement for Impact
Understanding
Social Networks
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The Innovation of Social Networks
Evidence of social influence:
24% of U.S. adults got
information or support from
others who have the same health
condition.
Caregivers and those living with
chronic conditions are more
likely than other adults to seek
peer advice and support.
Mobile Social Media: Connecting Online and Offline Engagement for Impact
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The Innovation of Social Media
Mobile Social Media: Connecting Online and Offline Engagement for Impact
Facebook uncovers social insights
and builds social experiences through
social design—the convergence of
community, conversations and
identity. Strategies include:
Help people tell their story.
Help people grow and maintain
relationships.
Help people help one another.
Show people things they have
in common with others.
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An Intersection of Inspiration
Mobile Social Media: Connecting Online and Offline Engagement for Impact
Understanding
Social Media
Understanding
Social Networks *
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The Mobile Opportunity
84% of Latinos ages 18-49 are
mobile internet users.
Among Latino gay and bisexual men
ages 18-34, 69% carry their cell
phones where ever they go. They are
also 127% more likely to watch
videos on their cell phones.
52% of Latino men are social media
users. In addition, 67% of young
people ages 18-29 use social
media on their phone, with Latinos
engaging more.
Outpacing the general market, 19%
of Latinos use Twitter while 18% use
Instagram, both mobile-first
platforms. Mobile Social Media: Connecting Online and Offline Engagement for Impact
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Digital Strategy Mantras
To connect online and offline
engagement, we recognized:
We want to engage with, not
just broadcast to, our
community.
We know not all engagements
are created equal.
We recognize increasing HIV
testing is the ultimate goal, but
understand there are a number
of steps and points of influence
that impact that decision and
corresponding behavior.
Mobile Social Media: Connecting Online and Offline Engagement for Impact
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Leveraging Online Advocacy
Online advocacy supports
behavior change when we:
Provide multiple touch points
for support expression.
Motivate story sharing.
Reinforce a sense of
community.
Empower supporters.
Foster an emotional
connection.
Exhibit: Sample Ladder of Engagement
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Creating Social Health Experiences
22 Reasons 22 Days Virtual
Event
Conversation Starters &
Online Pledge
Digital Photobooth &
Travelling Truck
Local Facebook, Twitter &
Google Buys
Mobile HIV Testing Units
Ambassador Street Teams & Partner Network
MOBILE
Social Media
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Putting Mobile Social Media to Work
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Putting Mobile Social Media to Work
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Putting Mobile Social Media to Work
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Lessons Learned: Mobile Social Media
Initial activities remind us to:
Look at the customer
journey—not just the
destination.
Lead with empathy.
Equip to empower.
Test, modify and adjust.
Keep vision casting.
But most of all, we’ve only
started to scratch the surface of
tapping into the mobile
opportunity to create shared,
social health experiences that
blur offline and online
engagements for impact.
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Moving Beyond the Tip of the Iceberg
RTI International
RTI International is a trade name of Research Triangle Institute. www.rti.org
Nice to tweet you!
Alexandra Bornkessel, M.A.
Director
Digital Strategy and Communications
RTI International
@socialbttrfly
The Art + Science of Health Communication
RTI International
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References
Adams, P. (2013, May 13). Facebook’s Top 10 Social Design Secrets. Net Magazine. Retrieved from
http://www.netmagazine.com/features/facebook-s-top-10-social-design-secrets.
Brenner, J. (2013). Pew Internet: Social Networking (full detail). [Pew Internet]. Retrieved from
http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx
Fox, S. (2012, August 3). Peer-to-peer healthcare is a slow idea that will change the world. SusannahFox.com.
Retrieved from http://susannahfox.com/2013/08/03/peer-to-peer-health-care-is-a-slow-idea-that-will-change-the-
world/.
Fox, S. (2013, June 20). Family caregivers are wired for health. Pew Internet and American Life Project. Retrieved
from http://pewinternet.org/Reports/2013/Family-Caregivers/Summary-of-Findings/Overview.aspx.
Fox, S. (2011, February 28). Peer-to-peer healthcare. Pew Internet and American Life Project. Retrieved from
http://susannahfox.com/2013/08/03/peer-to-peer-health-care-is-a-slow-idea-that-will-change-the-world/.
Fox, Susannah. (2013, January 15). Health online. Pew Internet and American Life Project. Retrieved
fromhttp://pewinternet.org/Reports/2013/Health-online/Part-Two/Section-1.aspx.
Kanter, B., & Fine, A.H. (2010). The networked nonprofit: Connecting with social media to drive change. San
Francisco, CA: Jossey-Bass.
Lefebvre, R.C. & Bornkessel, A.S. (2013). Digital social networks and health. Circulation, 127, 18291836.
Lopez, M.H., Gonzalez-Barrera. A., & Patten, E.. (2013). Closing the digital divide: Latinos and technology
adoption. [Pew Research Hispanic Center]. Retrieved from http://www.pewhispanic.org/2013/03/07/closing-the-
digital-divide-latinos-and-technology-adoption/
Moses, L. (2013). Blacks and Hispanics are more likely than whites to use Twitter: Graphic breakdown from Pew
by age, gender, race. Ad Week. Retrieved from http://www.adweek.com/news/technology/blacks-and-hispanics-
are-more-likely-whites-use-twitter-147666
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References (cont’d)
Ogilvy Public Relations Worldwide and The Center for Social Impact Communication at Georgetown University.
(2011a). Dynamics of cause engagement. [Georgetown University’s Center for Social Impact Communication].
Retrieved from http//csic.georgetown.edu/research/215767.html
Ogilvy Public Relations Worldwide and The Center for Social Impact Communication at Georgetown University
(2011b). Intersection of cause involvement and behavior change. [Georgetown University’s Center for Social
Impact Communication]. Retrieved from http://cme.hsc.usf.edu/sm21/files/A3_Patterson.pdf
Preece, J. & Shneiderman, B. (2009). The Reader-to-Leader Framework: Motivating technology-mediated social
participation. AIS Transactions on Human-Computer Interaction, 1(1), 1332. Retrieved from
http://www.cs.umd.edu/~ben/papers/Jennifer2009Reader.pdf
Sverdlov, G. (2012, January 4). Global social technographics update 2011: US and EU mature, emerging markets
show lots of activity. Forrester. [Gina Sverdlov’s Blog]. Retrieved from http://blogs.forrester.com/gina_sverdlov/12-
01-04-global_social_technographics_update_2011_us_and_eu_mature_emerging_markets_show_lots_of_activity
Valente TW. Network Interventions. Science. 2012; 337:49-53.
Waggener Edstrom Worldwide. (2013). Report: Digital persuasion. Retrieved from
http://waggeneredstrom.com/what-we-do/social-innovation/report-digital-persuasion/