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BIG DATA SOCIAL MEDIA ECONOMICS NUTRITIONAL CHANGE ?

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SXSW Slidedeck: BIG data+social media+economics=BIG nutritional Δ? Heiberger, McCormack, Chang, Raymond

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BIG DATA SOCIAL MEDIA ECONOMICS

NUTRITIONAL CHANGE?

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Moderator and Research Team

Keaton Raymond, B.S. Moderator, Nike+ Contact Lead

Greg Heiberger, Ph.D.Principle InvestigatorUndergraduate Program Manager, SDSU

Lacey McCormack, Ph.D., MPH, RD, LN, HFSCo-InvestigatorAssistant Professor, SDSU

Kuo-Liang (Matt) Chang, Ph.D.Co-InvestigatorAssistant Professor, SDSU

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Discussion Format

Discussion and analysis32-week research project which collected

millions of data points regarding nutritional purchase

12-week social media intervention with 450 emerging adults aimed to affect nutritional choice

Analysis through the tools and lens of each researcher

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The lenses through which the research team members see the

world

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@greg_heiberger

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Lacey McCormack

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Matt Chang

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Research Study

32-weeks collecting BIG nutritional data Focus groups informing a:

12-week nutritional change intervention Analysis

NutritionalEconomicSocial media efficacy

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BIG Data Who & What

3,700 students purchase data for 32-weeks. Millions of data points collected. Millions of dollars spent.

WhereEvery on-campus point of sale for prepared food

WhenFall 2014 – Spring 2015

WhySet a baseline for current nutritional purchase (via

caloric intake, USDA food grouping, etc.)

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Econ Analysis

AIDS Model

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Nutritional Data match

All menu items will be matched nutritionally to the student USDACaloric intake

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12-week intervention

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Recruitment of Participants

450 students recruited Fall 2014 Pre-data collected (BMI, weight,

questionnaire = $25 incentive) Post-data (BMI, weight,

questionnaire = $25 incentive)

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Recruitment of Participants

75 assigned to each group 75% engagement = $50 incentive

Engagement = follow and engage with assigned medium

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Experimental Design & Group Assignment

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12-week intervention 2 nutrition messages delivered per week

(specific to campus dining locations) To receive a $50 incentive participants must

respond to 75% of the messages:Instagram group must likeSnapChat group must view Slingshot group must SnapBack their most

recent mealFacebook group must likeFace-to-face group must attend in personControl group – no enrollment or action

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Example

Available from 12-2: $4.99 at the Union

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Social media purposefully chosen for this study for graduated levels

of engagementFacebook = Baseline (many nutrition educators and dining facilities use it)

Instagram = passive (only have to “like”)

SnapChat = moderate engagement (must watch before it dissappears FOREVER)

SlingBox = high engagement (must sling-back photo so see our message)

Face-to-face = traditional education medium

Control = gotta have it for strong research design ;-)

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Analysis

Engagement level with medium Efficacy of each medium Maximum payoff for administrators of social

media accounts Nutritional Change pre-, during, post- study Economic Theory Application (AIDS Model)

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Team Bio’s

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Greg Heiberger, Ph.D.

Dr. Heiberger is an engaged and analytical leader in the research, design and implementation of emerging technologies into the higher education learning environment. He has 10 years of experience in higher education - spanning university administration, teaching and research in both academic and student affairs. He has won numerous awards from his peers and students for his rigorous and engaging teaching and advising. Dr. Heiberger was also recently names an HHMI & National Academies of Sciences Education Fellow.

Greg’s research-to-practice approach has spanned projects including one of the first studies examining Facebook and student involvement theory, Twitter’s impact on college student engagement and more recent research analyzing the impacts of social media in micro-aggressions with under-represented students and the impacts of iPads in collaborative learning environments. He is at the forefront of researching the impact of new technology and social media in emerging adulthood.

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Lacey McCormack, Ph.D., MPH, RD, LN, HFS

Dr. McCormack has a background in public health nutrition and holds a PhD in nutrition from South Dakota State University. In addition, she is a licensed, Registered Dietitian and an American College of Sports Medicine certified Health/Fitness Specialist. She has spent over 10 years in research, spanning a variety of positions and responsibilities, building a solid understanding of how to design, conduct and disseminate research. She has worked on an observational study that’s followed over 1,200 rural individuals in South Dakota for almost 10 years and directed the implementation of the multi-state, multi-million dollar NIH funded research study. She has played a role in multiple cross-sectional and behavioral intervention studies and has experience crafting study designs, securing funding and collecting, managing, analyzing and publishing data. Her nutrition expertise and research background positions her well for overseeing nutrition-related aspects of this project (including social media messaging) and in study design and analysis.

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Kuo-Liang (Matt) Chang, Ph.D.

Dr. Kuo-Liang “Matt” Chang holds a Ph.D. in Economics from University of Utah. His expertise is in the areas of consumer economics and value identification, with an emphasis on agricultural products that contribute to the profits and sustainability of regional economy and local community. Dr. Chang’s background is very relevant to this project because much of the research he has conducted has involved with research methods that examine consumers’ behavior and producers’ price strategies. He is also very interested in studies of how financial incentives affect consumers’ behavioral towards unhealthy consumption such as tobacco, betel, and alcohol.

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Keaton Raymond, Nike+ Contact Lead

Serving as the session’s moderator – Keaton will bring a business/industry perspective on social media and wellness. Keaton regularly works to develop and deliver on strategies revolving around Nike+ marketing and consumer services. For the past three years, Keaton has played a direct role in helping support the social media strategies surrounding the Nike+ Support spectrum (Twitter, Facebook). He has managed or consulted on numerous projects centered on utilizing new technology and/or ideas in the social realm. Before this, he managed the first support team for Nike+ for two years, watching the team grow exponentially with the introduction of the first Nike+ FuelBand. As an avid runner and lover of all things "tech", Keaton holds a vested interest in experimenting with how to promote fitness in new ways.  

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Resources

Support for this project was provided by the Sanford Health – SDSU Collaborative Research program and by the SD Board of Regents R&D Innovation program.

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