Post on 24-May-2020
Social media and immunisation.
Theo BrandtCommunications Manager, IMAC
Social media – 2018 snapshot, U.S.
New Zealand social media stats in 2018
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
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
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
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%
● 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
Risk groups & Shivers videos ran more than once.
2018 Influenza campaign: social media
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.
Fight Flu Community Sentiment – our sample of some of our favourite conversations
Fight Flu Community Sentiment – our sample of some of our favourite conversations
Fight Flu Community Sentiment - there are always a few…
Fight Flu Community Sentiment - there are always a few…
Facebook- it’s all about the money
Facebook labelled ‘digital gangsters’ by report on fake news
“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)
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.