best practice sharing session: community engagement using ...€¦ · best practice sharing...
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Best Practice Sharing Session:
Community Engagement Using
Digital Technologies
• Mitchell R. Lunn, MDPRIDEnet at University of California, San Francisco
• Ben Nowell, PhD, MSWArthritisPower™ AR-PoWER PPRN
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Overview
Multiple Tools/Platforms
Facebook, Twitter, YouTube, Emails, Blogs, Instagram
Multiple Objectives
Recruit participants to participate in research network
Deploy messages, send info to target populations
Inform people about research opportunities and findings
Connect people across barriers (geographic, etc.) to reduce
feelings of isolation
Enable and encourage discussion and decision making
among many stakeholders: patients, clinicians,
researchers, health systems, advocacy organizations, etc.
Use metrics to assess effectiveness of posts/messages
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Agenda
Web: Recruitment and Design Considerations
Domains
Online Communities
Search Engine Optimization (SEO) & Optimized Landing Pages
Short Codes
Liberated Orbital Content
Facebook & Twitter
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Web
Deploy pop-
ups/modals &
notification bars on
your website.
If your site is
catered to your
target audience,
popups and
notification bars
typically refer
people who will
most likely convert.
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Web
Interface &
experience
important
Familiar nav
Direct users
to desired
flow
Link to social
Spend $ on
UI/UX
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Web
Responsive design
Available on all
devices
Accessibility
Placement implies
priority
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Domains
Buy them!
Re-direct traffic to primary domain
Use Google Analytics to determine which
domains are/are not generating traffic
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lgbthealthlab.com
lgbthealthlab.org
lgbtlab.com
lgbtlab.org
pride.education
pride.online
pride.study
pride.tech
pridenet.lgbt
pridenet.tech
pridestudy.lgbt
pridestudy.org
thepridestudy.com
thepridestudy.org
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Online Communities
8Health eHeart Alliance
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Online Communities
9CENA
mosaic.ucsf.edu
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Online Communities
10CENA
mosaic.ucsf.edu
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App Community Forum
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SEO & Optimized Landing Pages
Few people search for registries. People ARE searching for
information related to their condition.
Understand what your audience is searching for.
Use free tools like Google Keyword Planner to see search
volume.
Do a Google search for potential topics and see the
suggested keywords
Create informational pages related to your topic. Add relevant
calls-to-action throughout the page to join your registry.
Create Google search ads to drive traffic to your page. Target
your ad at relevant keywords.
(Example - next slide)
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SEO & Optimized Landing Pages
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Social Media Posts
Share graphics of the actual app.
Give users a preview of what it’s
like to be a part of your registry.
Of all Facebook posts about
ArthritisPower, we found that
screenshots of the app drive the
most registrations.
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Short Codes
Keyword
selection
Short code
(5 digits)
Response text
~$50-5K/month
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Liberated Orbital Content
Traditional Model
Sites have content
We (users) orbit around them
We reach out to site whenever we want content/connection
These demands change sites (e.g., responsive design)
New Model
Distillation
• Content stripped to “bare bones” message
• Remains HIGHLY attributed (clear where it came from)
Association
• Content is associated with a user (e.g., Facebook account)
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Liberated Orbital Content: Videos
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Liberated Orbital Content: GIFs
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Liberated Orbital Content: Shareable Images
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Liberated Orbital Content: Physical (!) Materials
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Facebook Ads for Recruitment
Try different messages for different audiences.
Identify the messages that are driving the most registrations.
Optimize by metrics like cost per conversions, clicks, and click-
through-rate.
Shift your budget to the best performing ads. Create more ads
like them.
Use Facebook retargeting ads.
On your registration form, put email at the very beginning, so
you can email those who never became a user.
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Facebook Ads for Recruitment
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We found that ads with testimonies drove
the most clicks and the lowest cost per
conversion. So we created more ads with
testimonies.
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Facebook Best Practices for Engagement
Always use an image
Create short and actionable text
Consider boosting posts that do
well organically (Facebook has a
“pay-to-play” model, meaning
you will organically reach only a
small percentage of your
followers unless it’s a boosted
post)
Use Facebook Live to stream
interesting events or moments
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Twitter Best Practices for Engagement
Twitter limits tweets to 140 characters. Be punchy, to the point.
Find what health hashtags people are using. Symplur.com is a
good resource for popular hashtags for each condition or key word.
Tweet multiple times a day. Retweet relevant information.
Join Twitter chats like #CreakyChats.
Use Periscope to stream interesting moments or events.
Add images to make tweets stick out. Twitter recently changed so
images don’t count toward character count.
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#CreakyChats: Twitter Engagement
Monthly patient-centered live twitter discussion for people with
arthritis and related chronic conditions.
Recent topics:
Arthritis Frequently Asked Questions, featuring Arthritis
National Research Foundation (@cureArthritis)
Sleep + Arthritis, featuring Sleeptember.org
(@Sleeptemberorg)
Key is to pick date/time and stick with it. Find organizational
partners to collaborate.
Create a transcript of the chat by using Storify.com.
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Set up an automated email welcome series for new users.
It should be triggered as soon as a participant signs up,
welcoming them to the community.
Communicate regularly.
Tell users what your research team is learning with a
monthly newsletter. Keeping your users around is a lot
cheaper than acquiring new users. Share research
learnings regularly to keep them engaged.
Action-oriented messages
Be clear with desired action and HOW to do it
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