RTI International

RTI International is a trade name of Research Triangle Institute. www.rti.org

Mobile Social Media:

Connecting Online and Offline Engagement for Impact Alexandra Bornkessel, M.A.

Director, Digital Strategy and Communications

RTI International

@socialbttrfly

August 21, 2013

The Art + Science of Health Communication

RTI International

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Where Connections Start

Researcher, Valente, proposes four

general types of social network

intervention strategies:

• Identify and use champions or

opinions leaders as agents of change;

• Use segmentation to identify groups

of people to change at the same time;

• Stimulating peer-to-peer, or word-of-

mouth, cascades of information and

change; or

• Deliberately altering the structure of

the network itself

Mobile Social Media: Connecting Online and Offline Engagement for Impact

Understanding

Social Networks

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The Innovation of Social Networks

Evidence of social influence:

24% of U.S. adults got

information or support from

others who have the same health

condition.

Caregivers and those living with

chronic conditions are more

likely than other adults to seek

peer advice and support.

Mobile Social Media: Connecting Online and Offline Engagement for Impact

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The Innovation of Social Media

Mobile Social Media: Connecting Online and Offline Engagement for Impact

Facebook uncovers social insights

and builds social experiences through

social design—the convergence of

community, conversations and

identity. Strategies include:

Help people tell their story.

Help people grow and maintain

relationships.

Help people help one another.

Show people things they have

in common with others.

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An Intersection of Inspiration

Mobile Social Media: Connecting Online and Offline Engagement for Impact

Understanding

Social Media

Understanding

Social Networks *

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The Mobile Opportunity

84% of Latinos ages 18-49 are

mobile internet users.

Among Latino gay and bisexual men

ages 18-34, 69% carry their cell

phones where ever they go. They are

also 127% more likely to watch

videos on their cell phones.

52% of Latino men are social media

users. In addition, 67% of young

people ages 18-29 use social

media on their phone, with Latinos

engaging more.

Outpacing the general market, 19%

of Latinos use Twitter while 18% use

Instagram, both mobile-first

platforms. Mobile Social Media: Connecting Online and Offline Engagement for Impact

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Digital Strategy Mantras

To connect online and offline

engagement, we recognized:

We want to engage with, not

just broadcast to, our

community.

We know not all engagements

are created equal.

We recognize increasing HIV

testing is the ultimate goal, but

understand there are a number

of steps and points of influence

that impact that decision and

corresponding behavior.

Mobile Social Media: Connecting Online and Offline Engagement for Impact

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Leveraging Online Advocacy

Online advocacy supports

behavior change when we:

Provide multiple touch points

for support expression.

Motivate story sharing.

Reinforce a sense of

community.

Empower supporters.

Foster an emotional

connection.

Exhibit: Sample Ladder of Engagement

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Creating Social Health Experiences

22 Reasons 22 Days Virtual

Event

Conversation Starters &

Online Pledge

Digital Photobooth &

Travelling Truck

Local Facebook, Twitter &

Google Buys

Mobile HIV Testing Units

Ambassador Street Teams & Partner Network

MOBILE

Social Media

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Putting Mobile Social Media to Work

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Putting Mobile Social Media to Work

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Putting Mobile Social Media to Work

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Lessons Learned: Mobile Social Media

Initial activities remind us to:

Look at the customer

journey—not just the

destination.

Lead with empathy.

Equip to empower.

Test, modify and adjust.

Keep vision casting.

But most of all, we’ve only

started to scratch the surface of

tapping into the mobile

opportunity to create shared,

social health experiences that

blur offline and online

engagements for impact.

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Moving Beyond the Tip of the Iceberg

RTI International

RTI International is a trade name of Research Triangle Institute. www.rti.org

Nice to tweet you!

Alexandra Bornkessel, M.A.

Director

Digital Strategy and Communications

RTI International

@socialbttrfly

The Art + Science of Health Communication

RTI International

16

References

Adams, P. (2013, May 13). Facebook’s Top 10 Social Design Secrets. Net Magazine. Retrieved from

http://www.netmagazine.com/features/facebook-s-top-10-social-design-secrets.

Brenner, J. (2013). Pew Internet: Social Networking (full detail). [Pew Internet]. Retrieved from

http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx

Fox, S. (2012, August 3). Peer-to-peer healthcare is a slow idea that will change the world. SusannahFox.com.

Retrieved from http://susannahfox.com/2013/08/03/peer-to-peer-health-care-is-a-slow-idea-that-will-change-the-

world/.

Fox, S. (2013, June 20). Family caregivers are wired for health. Pew Internet and American Life Project. Retrieved

from http://pewinternet.org/Reports/2013/Family-Caregivers/Summary-of-Findings/Overview.aspx.

Fox, S. (2011, February 28). Peer-to-peer healthcare. Pew Internet and American Life Project. Retrieved from

http://susannahfox.com/2013/08/03/peer-to-peer-health-care-is-a-slow-idea-that-will-change-the-world/.

Fox, Susannah. (2013, January 15). Health online. Pew Internet and American Life Project. Retrieved

fromhttp://pewinternet.org/Reports/2013/Health-online/Part-Two/Section-1.aspx.

Kanter, B., & Fine, A.H. (2010). The networked nonprofit: Connecting with social media to drive change. San

Francisco, CA: Jossey-Bass.

Lefebvre, R.C. & Bornkessel, A.S. (2013). Digital social networks and health. Circulation, 127, 18291836.

Lopez, M.H., Gonzalez-Barrera. A., & Patten, E.. (2013). Closing the digital divide: Latinos and technology

adoption. [Pew Research Hispanic Center]. Retrieved from http://www.pewhispanic.org/2013/03/07/closing-the-

digital-divide-latinos-and-technology-adoption/

Moses, L. (2013). Blacks and Hispanics are more likely than whites to use Twitter: Graphic breakdown from Pew

by age, gender, race. Ad Week. Retrieved from http://www.adweek.com/news/technology/blacks-and-hispanics-

are-more-likely-whites-use-twitter-147666

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References (cont’d)

Ogilvy Public Relations Worldwide and The Center for Social Impact Communication at Georgetown University.

(2011a). Dynamics of cause engagement. [Georgetown University’s Center for Social Impact Communication].

Retrieved from http//csic.georgetown.edu/research/215767.html

Ogilvy Public Relations Worldwide and The Center for Social Impact Communication at Georgetown University

(2011b). Intersection of cause involvement and behavior change. [Georgetown University’s Center for Social

Impact Communication]. Retrieved from http://cme.hsc.usf.edu/sm21/files/A3_Patterson.pdf

Preece, J. & Shneiderman, B. (2009). The Reader-to-Leader Framework: Motivating technology-mediated social

participation. AIS Transactions on Human-Computer Interaction, 1(1), 1332. Retrieved from

http://www.cs.umd.edu/~ben/papers/Jennifer2009Reader.pdf

Sverdlov, G. (2012, January 4). Global social technographics update 2011: US and EU mature, emerging markets

show lots of activity. Forrester. [Gina Sverdlov’s Blog]. Retrieved from http://blogs.forrester.com/gina_sverdlov/12-

01-04-global_social_technographics_update_2011_us_and_eu_mature_emerging_markets_show_lots_of_activity

Valente TW. Network Interventions. Science. 2012; 337:49-53.

Waggener Edstrom Worldwide. (2013). Report: Digital persuasion. Retrieved from

http://waggeneredstrom.com/what-we-do/social-innovation/report-digital-persuasion/