![Page 1: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/1.jpg)
Social media and immunisation.
Theo BrandtCommunications Manager, IMAC
![Page 2: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/2.jpg)
Social media – 2018 snapshot, U.S.
![Page 3: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/3.jpg)
New Zealand social media stats in 2018
![Page 4: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/4.jpg)
Social media platform use, NZ 2018 (survey data 16 – 64 yr olds)
74 73
35
27
22 21 21
0
10
20
30
40
50
60
70
80
Youtube Facebook Instagram Pinterest Google + LinkedIn Twitter
![Page 5: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/5.jpg)
![Page 6: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/6.jpg)
![Page 7: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/7.jpg)
![Page 8: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/8.jpg)
0
10
20
30
40
50
60
70
80
90
2012 2013 2014 2015 2016 2017
Perc
enta
ge
US, 2012-2017
TV
Online (inc. Social)
Social
Source: Reuters Institute Digital News Report 2017
Sources of News
![Page 9: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/9.jpg)
Fight the infectious disease in the air — ‘fake news’
“…In the days following the launch, several communities in the State had very low vaccine coverage due to parents’ refusal to vaccinate their children. In several schools I visited, students with access to smartphones refused the vaccine after receiving messages with false information from their peers…
…like the diseases themselves, false information spread with incredible speed and, if left unchecked, could potentially damage many lives.”
Naveen Thacker, GAVI
![Page 10: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/10.jpg)
Social media influence on immunisation decisions
97%- access to internet34% consulted web-based materials
Those who used chat rooms or discussion forums more likely to see something that would make them doubt vaccination
31% vs 8%
![Page 11: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/11.jpg)
![Page 12: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/12.jpg)
● With each post in the campaign we segmented our reach into subsets,
to hit our core and broader target audiences.
● Budgets were allocated according to audience sizes, with performance
regularly checked and optimised
● All posts ran on Facebook, and a selection also ran on Instagram
● The target audience algorithm favoured Facebook for delivery to all
audience sets - people are more likely to leave Facebook to visit an
outside website than they are on Instagram.
RISK GROUPS LOW SOCIO
HEALTH/FITNESS/FLU/
WELLNESS/TRAVEL INTERESTS
BROAD DEMOGRAPHIC
Fight Flu - audience segmentation
![Page 13: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/13.jpg)
Risk groups & Shivers videos ran more than once.
2018 Influenza campaign: social media
![Page 14: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/14.jpg)
Post 6: Pregnancy slideshow 4 - 10 June2nd Top Performer!
Letting people know that flu vaccinations are free for pregnant women, this post went to four audience sets: parents, pregnancy interests, low socio, and a broad demographic.
Overall results
● Reach: 51,440● Impressions: 85,820
This post was our 2nd best top performer, and saw a lot of action in terms of click through and comments.
![Page 15: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/15.jpg)
Fight Flu Community Sentiment – our sample of some of our favourite conversations
![Page 16: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/16.jpg)
Fight Flu Community Sentiment – our sample of some of our favourite conversations
![Page 17: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/17.jpg)
Fight Flu Community Sentiment - there are always a few…
![Page 18: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/18.jpg)
Fight Flu Community Sentiment - there are always a few…
![Page 19: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/19.jpg)
![Page 20: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/20.jpg)
![Page 21: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/21.jpg)
Facebook- it’s all about the money
![Page 22: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/22.jpg)
![Page 23: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/23.jpg)
Facebook labelled ‘digital gangsters’ by report on fake news
![Page 24: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/24.jpg)
![Page 25: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/25.jpg)
![Page 26: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/26.jpg)
“We call on the social media giants and the platforms to look at what they could do around this because it is a breeding
ground for misleading information and negative messaging. There could be some really negative and dangerous
consequences. They need to take some responsibility.”
Shirley Cramer, the chief executive of the Royal Society for Public Health (RSPH)
![Page 27: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/27.jpg)
What does this all mean for influenza?
•Social media is still an ideal place to communicate with our target audiences.
•82% of NZ mums use Facebook daily (apparently!)•Campaign-based promotion needs good design, execution and support.
![Page 28: Communications, social media and immunisation. · Social media influence on immunisation decisions. 97%- access to internet. 34% consulted web-based materials. Those who used chat](https://reader034.vdocument.in/reader034/viewer/2022042302/5ecd39c7e758c102e87a906b/html5/thumbnails/28.jpg)