Integrating social media in the Louisiana young breast cancer survivorship program

1. Integrating social media in the Louisiana young breast cancer survivorship program Donna Williams, DrPH Director – Louisiana Cancer Prevention and Control Program Assistant Professor LSU Health Sciences Center School of Public Health

2. Health Sciences Center School of Public Health

3. Partnerships

4. Why Young Breast Cancer Survivors? YBCS (< 45) have higher rates of recurrence and death and lower 5-year survival. Often indicative of a genetic mutation. Face unique challenges: career, family, relationships. 2006-2010 Louisiana Ranked 5th for Breast Cancer Deaths in Women <50.

5. Survive WHAT? DAT! Needs Assessment Findings Program that Promotes: Health Education & Awareness UNIQUE needs of YBCS Online Resource for: YBCS Caregivers Service Providers

6. Unique Needs of Young Breast Cancer Survivors • Psychosocial • Fertility • Genetics • Body Image, dating, sexuality

7. Market Research • More than half of social media users are between 25 and 44 years old. • 17% of consumers’ PC time is spent on Facebook. • 92% of people 18-29 and 73% of people 30-49 use social media. • In August 2012, 75% of women were users of social networking sites.

8. How Big is Social Media? • China – 1.3 Billion • India – 1.2 Billion • Facebook – 1 Billion

9. How Big is Facebook? • Worth more than: Plus • Worth more than: X 2.5

10. How Big is Facebook? • Worth more than: • Worth more than: • Worth more than:

11. How Big is Facebook? • Worth more than: COMBINED

12. Founded: • October, 2012 • Traditional Approaches • F2F support groups • Navigation • F2F Workshops • Social Media • Facebook • Website • Twitter • You Tube

14. Buffer App • Fill up Buffer and Buffer automatically posts. • Custom scheduling, multiple accounts, detailed analytics, etc.

15. Targeted Advertising • Geographics • Gender • Age • Potential Audience for an ad: 140,000 people • Who live within 25 miles of New Orleans, LA • Exactly between the ages of 18 and 44 inclusive • Who are female • On News Feed on desktop computers and mobile devices

16. Analytic Tools • Facebook Ads Manager • Facebook (Page) Insights • Google Analytics • And others

17. Analytical Tools and Definitions FacebookAds Manager • Impressions • Number of times ad was displayed • Clicks • Number of “clicks” ad has received • Page Likes • Number of people who “Like” Page within 24 hours of viewing the ad or 28 days after click on the ad • Event responses • Number of times people RSVP’d (yes or maybe) within 24 hours of seeing an ad or sponsored story, or within 28 days of clicking on it • Cost Per Click (CPC) • How much each ad click has cost.

18. Analytical Tools and Definitions Facebook(Page) Insights • Likes • Page Fans • Page Consumptions • Number of people who clicked on any of your content • Engagements • Any click or story created associated with your Page

19. Analytical Tools and Definitions Google Analytics • Visits • Number of individual sessions initiated by all visitors to the site • New Users • Internet users who have not previously or recently visited the site • Paid Search Traffic • Visitors who came to website from paid ad campaigns

20. Typical Ad

21. Typical Ad Paused

22. Facebook Fans July 2013

23. Facebook Activity

24. Website Traffic

25. Website Visits

26. What are People Accessing? • Can look at what specific content people are accessing. • Launched a t-shirt shop in February

27. Results Prior to Ads • Website Visits: 119 by 16 unique visitors • Page Likes: 74 • Engagements: 99 unique • Page Consumptions: 195 total content clicks by 69 daily unique users Six Months Post Ads • Website Visits: 966 visits by 83 unique users • Page Likes: 408 • Engagements: 5949 • Page Consumptions: 6844 total content clicks by 5476 daily unique users

28. Who Did We Reach? Women > 99% Men < 1%

29. July 2 – December 31, 2013 • Reach: 2,101,590 • 8,292,731 Impressions • 6,844 Clicks • $6,246.76 Total Spent • Cost Per Click - $.91

30. Other Costs

31. Traditional Approaches • F2F Support Groups • 3 or 4 participants at a time • Workshops • Maximum 14

32. March 17, 2014

33. March 26, 2014

34. Conclusion • Targeted advertising on social media is effective in reaching the intended population. • Detailed analytics are available to help time and refine messages and evaluate effectiveness.

35. Future Directions • Keep up with the technology • Mobile Ap • Online support groups • Expand service area • North Louisiana • Mississippi • Alabama

36. Funded by the Centers for Disease Control and Prevention FUNDING OPPORTUNITY ANNOUNCEMENT (FOA) NUMBER: DP11-1111 GRANT NUMBER: 5 U58DP003399-03 Developing Support and Educational Awareness for Young (<45) Breast Cancer Survivors in the United States Thanks to Our Partner:

37. References • http://cancercontrolplanet.cancer.gov/ • http://royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/ • http://blog.nielsen.com/nielsenwire/social/2012/ • http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx • http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx • http://www.jonloomer.com/2013/03/11/facebook-insights-consumer-vs-engaged-user/ • http://www.businessinsider.com/10-huge-companies-that-facebook-is-now-worth-more-than-2012-5 • http://www.forbes.com/global2000/#page:1_sort:0_direction:asc_search:_filter:All%20industries_filter:All%20countries_filter:All%20states • http://mashable.com/2012/05/18/facebook-worth-mcdonalds/