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

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2. Moderator and Research Team Keaton Raymond, B.S. Moderator, Nike+ Contact Lead Greg Heiberger, Ph.D. Principle Investigator Undergraduate Program Manager, SDSU Lacey McCormack, Ph.D., MPH, RD, LN, HFS Co-Investigator Assistant Professor, SDSU Kuo-Liang (Matt) Chang, Ph.D. Co-Investigator Assistant Professor, SDSU 3. Discussion Format Discussion and analysis 32-week research project which collectedmillions of data points regarding nutritionalpurchase 12-week social media intervention with 450emerging adults aimed to affect nutritionalchoice Analysis through the tools and lens ofeach researcher 4. The lenses through which theresearch team members see theworld 5. @greg_heiberger 6. LaceyMcCormack 7. Matt Chang 8. Research Study 32-weeks collecting BIG nutritional data Focus groups informing a: 12-week nutritional change intervention Analysis Nutritional Economic Social media efficacy 9. BIG Data Who & What 3,700 students purchase data for 32-weeks.Millions of data points collected. Millions ofdollars spent. Where Every on-campus point of sale for prepared food When Fall 2014 Spring 2015 Why Set a baseline for current nutritional purchase(via caloric intake, USDA food grouping, etc.) 10. Econ Analysis AIDS Model 11. Nutritional Data match All menu items will be matchednutritionally to the student USDA Caloric intake 12. 12-week intervention 13. Recruitment of Participants 450 students recruited Fall 2014 Pre-data collected (BMI, weight,questionnaire = $25 incentive) Post-data (BMI, weight,questionnaire = $25 incentive) 14. Recruitment of Participants 75 assigned to each group 75% engagement = $50 incentive Engagement = follow and engagewith assigned medium 15. Experimental Design &Group Assignment 16. 12-week intervention 2 nutrition messages delivered per week(specific to campus dining locations) To receive a $50 incentive participantsmust respond to 75% of the messages: Instagram group must like SnapChat group must view Slingshot group must SnapBack their mostrecent meal Facebook group must like Face-to-face group must attend in person Control group no enrollment or action 17. Example 18. Social media purposefully chosen forthis study for graduated levels ofengagementFacebook = Baseline (many nutritioneducators and dining facilities use it)Instagram = passive (only have to like)SnapChat = moderate engagement (mustwatch before it dissappears FOREVER)SlingBox = high engagement (must sling-backphoto so see our message)Face-to-face = traditional education mediumControl = gotta have it for strong researchdesign ;-) 19. Analysis Engagement level with medium Efficacy of each medium Maximum payoff for administrators of socialmedia accounts Nutritional Change pre-, during, post- study Economic Theory Application (AIDS Model) 20. Team Bios 21. Greg Heiberger, Ph.D.Dr. Heiberger is an engaged and analytical leader in the research,design and implementation of emerging technologies into the highereducation learning environment. He has 10 years of experience in highereducation - spanning university administration, teaching and research inboth academic and student affairs. He has won numerous awards from hispeers and students for his rigorous and engaging teaching and advising.Dr. Heiberger was also recently names an HHMI & National Academies ofSciences Education Fellow.Gregs research-to-practice approach has spanned projectsincluding one of the first studies examining Facebook and studentinvolvement theory, Twitters impact on college student engagement andmore recent research analyzing the impacts of social media in micro-aggressionswith under-represented students and the impacts of iPads incollaborative learning environments. He is at the forefront of researchingthe impact of new technology and social media in emerging adulthood. 22. Lacey McCormack, Ph.D.,MPH, RD, LN, HFSDr. McCormack has a background in public health nutrition andholds a PhD in nutrition from South Dakota State University. In addition,she is a licensed, Registered Dietitian and an American College of SportsMedicine certified Health/Fitness Specialist. She has spent over 10 yearsin research, spanning a variety of positions and responsibilities, building asolid understanding of how to design, conduct and disseminate research.She has worked on an observational study thats followed over 1,200 ruralindividuals in South Dakota for almost 10 years and directed theimplementation of the multi-state, multi-million dollar NIH funded researchstudy. She has played a role in multiple cross-sectional and behavioralintervention studies and has experience crafting study designs, securingfunding and collecting, managing, analyzing and publishing data. Hernutrition expertise and research background positions her well foroverseeing nutrition-related aspects of this project (including social mediamessaging) and in study design and analysis. 23. Kuo-Liang (Matt)Chang, Ph.D.Dr. Kuo-Liang Matt Chang holds a Ph.D. in Economics fromUniversity of Utah. His expertise is in the areas of consumereconomics and value identification, with an emphasis onagricultural products that contribute to the profits andsustainability of regional economy and local community. Dr.Changs background is very relevant to this project becausemuch of the research he has conducted has involved withresearch methods that examine consumers behavior andproducers price strategies. He is also very interested in studiesof how financial incentives affect consumers behavioral towardsunhealthy consumption such as tobacco, betel, and alcohol. 24. Keaton Raymond,Nike+ Contact LeadServing as the sessions moderator Keaton will bring abusiness/industry perspective on social media and wellness. Keatonregularly works to develop and deliver on strategies revolving aroundNike+ marketing and consumer services. For the past three years,Keaton has played a direct role in helping support the social mediastrategies surrounding the Nike+ Support spectrum (Twitter, Facebook).He has managed or consulted on numerous projects centered onutilizing new technology and/or ideas in the social realm. Before this, hemanaged the first support team for Nike+ for two years, watching theteam grow exponentially with the introduction of the first Nike+FuelBand. As an avid runner and lover of all things "tech", Keaton holdsa vested interest in experimenting with how to promote fitness in newways. 25. Resources Support for this project was provided bythe Sanford Health SDSUCollaborative Research program and bythe SD Board of Regents R&DInnovation program. Photos: