#SMWTO Health Check program overview (Sysomos event)
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Education and Engagement via Media of the Moment A Program Overview Prepared by Fleishman-Hillard February 9, 2011 David Bradfield, SVP & Senior Partner Global Chair, Digital Practice [email protected] 416-645-3650 @dbradfield #smwto
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This presentation provides an overview of the Health Check social media listening and engagement program created in collaboration with the team at Fleishman-Hillard Canada. It was presented at Social Media Week Toronto (#smwto) at the Sysomos event held at the Hockey Hall of Fame on February 9, 2011.
Transcript of #SMWTO Health Check program overview (Sysomos event)
Education and Engagement via
Media of the MomentA Program OverviewPrepared by Fleishman-HillardFebruary 9, 2011
David Bradfield, SVP & Senior PartnerGlobal Chair, Digital [email protected]@dbradfield #smwto
Conversation is an art in which a man has all mankind for competitors.
Ralph Waldo Emerson
Today’s TalkAbout Health Check™
Driving a social shift in behaviour
Listening for context
Integrating channels
Engaging dialogue
Embracing emerging media
Lessons learned
About Health Check™Health Check is one important way the Heart and
Stroke Foundation helps Canadians eat well
Grocery products and menu items are evaluated by the Heart and Stroke Foundation’s registered dietitians
Food items that meet nutrient criteria, established by Health Check, based on recommendations in Canada’s Food Guide qualify for the Health Check symbol
Products carrying the symbol are trusted by consumers as representing healthy food choices
Health Check™ prioritiesFocus on education
Leverage dietitians
Provide healthy guidance
Create exposure for licensees’ Health Check products
Engage food industry and 3rd party digital foodies
Bottom line = motivate positive behaviour
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Program elements
Listening and sharing are the two essential skills for social success.
They always have been.
Listen.
Categories that make senseThe organization and program
Eating and food consumption habits
Levels of motivation toward healthy eating
Nutritional hot topics
Food sources and preparation
What do Canadians say about meals and snacks…
Listen• Content• Conversations• Community
What do we listen for?Food trends – what are
Canadians talking about?
Consumer attitudes – what do they care about?
Language – how do they describe food and diet?
Behaviour – are people changing diet decisions for the better?
Learn and confirm
Influential channels
“Influencer” profile
Volume of activity
Content opps
Integrate. Engage.
Strike a balance
An integrated modelMultiple consumer and stakeholder touch points
Managed by a collaboration of partners
Consistent platform Transmedia content and conversations
Tips from the expertsFilter and analyze conversations and content
Leverage dieticians to comment on opinions, misinformation and provide insight and response Blog integrated into HealthCheck.org Provide commentary to shape behaviour
Use Twitter to react and share thought starters
Engage• Owned • Shared
Carol Dombrow RD
Channels of engagement
Content to drive conversationsEmbrace “social media friendly” approach to content emerging from and supporting campaign
Charts, graphs, images
Social media news releases
Video and audio commentary
Leverage in sustained engagement activities
Educational videos on relevant topicsThe grocery Health Check™
Packing a healthy lunch
A checklist for eating out
Keeping your recipes in check
Share and syndicate videos via YouTube channel and Howcast
Engage• Owned • Shared• Earned
Embrace Canadians via social mediaEngage Canadians talking about food, diet,
wellness, health
Identify most influential participants in the conversation
Provide expert commentary and insights to relevant content producers and digital publishers
Direct traffic to owned properties, events and other points of engagement
Motivate behavioural shift in what Canadians share when it comes to what and where they eat
Engage• Shared• Earned
Emerging.
Media of the moment
Location, search, reviews Blogs, tweets, comments
Networks, wikisGaming, edutainment
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Tips and advice are everywhere
Educate and mobilize the community where they eatProvide Health Check™ community members
with tips to take into social and shared venues Facebook community Recipe makeover participants Twitter followers Online influencers
Mobilize advocates to post tips by location (restaurant, retailer, store aisle)
Explore partnership with Gowalla or foursquare and licensees to integrate Health Check™ icon into maps and location tips
Engage• Shared• Earned
Fleishman-Hillard Impact Measurement Model
Possible Financial Impact - ROI
ACTION
What actions if any has the target taken?
INFLUENCE
How we influenced perceptions & attitudes of the
target
ENGAGEMENTEXPOSURE
Who is interacting &
engaging with our content?
How and where?
To what degree have we created
exposure to content and message?
Non-Financial Impact – Value
Check out http://metricsman.wordpress.com/2010/05/12/the-digitization-of-research-and-measurement for more
Measure• Volume• Sentiment• Impact
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EXPOSURE ENGAGEMENT INFLUENCE ACTION
Paid• Opportunities to See• Impressions• Click-thrus• CPM• TRPs
• Interaction rate• Duration (time spent)• Branded search• Cost per click
• Purchase consideration• Change in opinion or attitudes• Association with key brand attributes
• Visit website• Attend the event• Buy the product• Play the game/contest• Download coupon
Earned• Comment sentiment• Organic search rank• Message inclusion• Impressions• Net positive impressions
• Readership• Message recall & retention• Awareness• Call center calls• URL visits
• Purchase consideration• Change in opinion or attitudes• Association with key brand attributes
• Visit the store• Attend the event• Buy the product• Vote for/against
Shared• Branded mentions• Share of positive online discussion• Comment sentiment• Number of Followers, Likers
• Comments/Post ratio• Number of links• Number of re-tweets• Bookmarks/votes/likes• Resolution Rate
• Tell a friend• Likelihood to recommend to a friend• Ratings• Reviews
• Visit the store• Attend the event• Buy the product• Vote for/against
Owned• Unique visitors, cost per unique visitor• Page views• Click-thrus• Search rank
• Return visits• Interaction rate• Re-commenters• Duration (time spent)• Subscriptions• Links
• Tell a friend• Change in opinions or attitudes• Association with key brand attributes
• Download white paper• Download game or app • Buy the product• Request more info
Lessons learned.
InsightsConversation is an art
Rooted in our ability to listen and share (and respect)
Learn and refine… always The community tells you what
success looks like, so listen
Content is content, context is key Information doesn’t need to be
new to be relevantImage: Sean Sims, Illustrator
Thank youHappy Social Media Week
David Bradfield, SVP & Senior PartnerGlobal Chair, Digital [email protected]@dbradfield #smwto
