Health Sciences CenterSchool of Public Health
Integrating social media in the Louisiana young breast cancer survivorship program
Donna Williams, DrPHDirector – Louisiana Cancer Prevention
and Control ProgramAssistant Professor
LSU Health Sciences CenterSchool of Public Health
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Partnerships
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Why Young Breast Cancer Survivors?
• YBCS (< 45) have higher rates of recurrence and death and lower 5-year survival.
• Often indicative of a genetic mutation.• Face unique challenges: career, family,
relationships.• 2006-2010 Louisiana Ranked 5th for Breast
Cancer Deaths in Women <50.
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Survive WHAT? DAT!
• Needs Assessment Findings• Program that Promotes: • Health• Education & Awareness
• UNIQUE needs of YBCS
• Online Resource for: • YBCS• Caregivers• Service Providers
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Unique Needs of Young Breast Cancer Survivors
• Psychosocial• Fertility• Genetics• Body Image, dating, sexuality
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Market Research• More than half of social media users are
between 25 and 44 years old. • 17% of consumers’ PC time is spent on
Facebook. • 92% of people 18-29 and 73% of people 30-49
use social media. • In August 2012, 75% of women were users of
social networking sites.
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How Big is Social Media?
1. China – 1.3 Billion2. India – 1.2 Billion3. Facebook – 1 Billion
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How Big is Facebook?• Worth more than:
Plus
• Worth more than:
X 2.5
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How Big is Facebook?• Worth more than:
• Worth more than:
• Worth more than:
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How Big is Facebook?• Worth more than:
COMBINED
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Founded:October, 2012
• Traditional Approaches• F2F support groups• Navigation• F2F Workshops
• Social Media• Facebook• Website• Twitter• You Tube
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Buffer App
• Fill up Buffer and Buffer automatically posts.• Custom scheduling, multiple accounts,
detailed analytics, etc.
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Targeted Advertising• Geographics • Gender• Age
Potential Audience for an ad: 140,000 peopleWho live within 25 miles of New Orleans, LAExactly between the ages of 18 and 44 inclusiveWho are femaleOn News Feed on desktop computers and mobile devices
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Analytic Tools• Facebook Ads Manager• Facebook (Page) Insights• Google Analytics• And others
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Analytical Tools and DefinitionsFacebook Ads Manager • Impressions
– Number of times ad was displayed
• Clicks– Number of “clicks” ad has received
• Page Likes – Number of people who “Like” Page within 24 hours of viewing the ad or 28 days after
click on the ad
• Event responses – Number of times people RSVP’d (yes or maybe) within 24 hours of seeing an ad or
sponsored story, or within 28 days of clicking on it
• Cost Per Click (CPC) – How much each ad click has cost.
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Analytical Tools and DefinitionsFacebook (Page) Insights• Likes – Page Fans
• Page Consumptions – Number of people who clicked on any of your content
• Engagements – Any click or story created associated with your Page
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Analytical Tools and DefinitionsGoogle Analytics• Visits– Number of individual sessions initiated by all visitors to
the site • New Users– Internet users who have not previously or recently visited
the site• Paid Search Traffic– Visitors who came to website from paid ad campaigns
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Typical Ad
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Typical Ad
Paused
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Facebook Fans
July 2013
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Facebook Activity
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Website Traffic
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Website Visits
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What are People Accessing?• Can look at what specific content people are
accessing.– Launched a t-shirt shop in February
Page Pageviews
2,078 % of Total: 100.00%
1. /welcome 756(36.38%)
2. /events-happenings 230(11.07%)
3. /tshirt-shop 227(10.92%)
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ResultsPrior to Ads• Website Visits: 119 by
16 unique visitors
• Page Likes: 74• Engagements: 99 unique• Page Consumptions: 195
total content clicks by 69 daily unique users
Six Months Post Ads• Website Visits: 966 visits
by 83 unique users • Page Likes: 408• Engagements: 5949• Page Consumptions:
6844 total content clicks by 5476 daily unique users
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Who Did We Reach?
11%
49%
37%
3%
Age
18-24
25-34
35-44
45+
Women > 99% Men < 1%
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July 2 – December 31, 2013• Reach: 2,101,590 • 8,292,731 Impressions• 6,844 Clicks• $6,246.76 Total Spent • Cost Per Click - $.91
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Other Costs
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Traditional Approaches• F2F Support Groups– 3 or 4 participants at a time
• Workshops–Maximum 14
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March 17, 2014
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March 26, 2014
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Conclusion• Targeted advertising on social media is
effective in reaching the intended population.• Detailed analytics are available to help time
and refine messages and evaluate effectiveness.
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Future Directions• Keep up with the technology• Mobile Ap• Online support groups• Expand service area– North Louisiana–Mississippi– Alabama
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Funded by the Centers for Disease Control and PreventionFUNDING OPPORTUNITY ANNOUNCEMENT (FOA)
NUMBER: DP11-1111GRANT NUMBER: 5 U58DP003399-03
Developing Support and Educational Awareness for Young (<45) Breast Cancer Survivors in the
United States
Thanks to Our Partner:
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References• http://cancercontrolplanet.cancer.gov/ • http://royal.pingdom.com/2012/08/21/report-social-n
etwork-demographics-in-2012/• http://blog.nielsen.com/nielsenwire/social/2012/• http://pewinternet.org/Commentary/2012/March/Pew
-Internet-Social-Networking-full-detail.aspx• http://pewinternet.org/Commentary/2012/March/Pew
-Internet-Social-Networking-full-detail.aspx• http://www.jonloomer.com/2013/03/11/facebook-insi
ghts-consumer-vs-engaged-user/• http://www.businessinsider.com/10-huge-companies-
that-facebook-is-now-worth-more-than-2012-5• http://www.forbes.com/global2000/#page:1_sort:0_d
irection:asc_search:_filter:All%20industries_filter:All%20countries_filter:All%20states
• http://mashable.com/2012/05/18/facebook-worth-mcdonalds/