Social Media Media - Annual Work Plan June 2013— March 2014 Archived version can be accessed HERE. COI Strategic Plan Goal(s) and Objective(s): Goals 1-4 Action Plan Strategies and/or Overarching Strategy: Action Plan – A,B,C,D,E; Overarching strategies: SSB & SR2HP Media Domain Project description & estimated completion date Describe your overall project including project goals. To support other domains and increase awareness about childhood obesity, environmental change, and the work of the Initiative partners, we will develop and execute a comprehensive plan to use social media, including Facebook, Twitter and other social media tools. Specific goals include: 1. Creation of a social media strategic plan, including expansion priorities and targets (with metrics). By: July 31, 2013; 2. For COI’s website, increase performance for these metrics 10% over the previous year’s average: goals are: “unique visitors” – 11,697, “average duration of visit” 2min. 47 sec.,” and “pages viewed / visit” – 2.71.” By: March 2014. 3. Start a COI blog. By: December 2013. 4. For COI’s Facebook page, for the workplan period (all to be achieved by March 2014): a. Average 100 people viewing each COI post; b. Average at least 2 “likes” per post; c. Average 2 “shares” per month; d. Average increase of 4 “likes” per month. The current total is 429; goal is 450. 5. For Twitter, by March 2014: a. Increase total followers from 320 to 350; b. Average 2 shares (retweets) per month from relevant sources. 6. For YouTube, by March 2014: a. Update regularly (average 1 time/month); b. Consolidate all COI videos to one page. By: July 2013. Identify a timeline for completion of the project. The balance of the work is ongoing, and will continue through December 2014. How does this project impact health equity? We will continue to include Facebook posts, tweets, etc., that focus on health equity, including information about how to increase opportunities for physical activity and access to healthy food in low-income communities. An example would be our postings about the MidCity CAN campaign to give free bus passes to youth. Population(s) served Updated October 2014 Describe the primary population impacted by project activities. All populations are impacted, but our communications tend to be about COI’s work and other relevant efforts, research, etc that impacts diverse populations. Some of our work includes building synergy with other prominent organizations that work in the childhood obesity arena. Lead person & partners involved Level of COI Staff Involvement and support activities Do any of these activities affect children aged 0-5? If so, please describe. Yes, however that depends on the nature of the content. We will seek to post information that is directly relevant to this population. Identify the lead person & any other primary partners involved in the project. Lead: Nina Ghatan Other partners: Media domain members Please check the option that most closely describes the required level of COI staff support: Minimal (e.g., domain partners primarily lead and conduct work) Intermediate (e.g., administrative support, technical assistance, resources, etc.) Significant (e.g., COI staff manage or are highly involved in project implementation) Please specify anticipated COI staff support activities: This workplan is supported almost exclusively by COI staff. Work includes generating content and posting same on our website, Facebook, and Twitter, as well as administrative organization and monitoring activity. Other domains involved Identify any other domains involved in the project. Project activities & estimated completion date(s) List the specific activities/tasks you will undertake to complete your project and list an estimated completion date for each one. Updated October 2014 All domains will be involved and encouraged to interact via social media outlets. 1. Create social media strategic plan and secure approval of priorities. By: July 31, 2013. Actively monitor metrics for social media, per strategic plan. By: ongoing through March 2014. 2. Create a blog for COI. By: December 31, 2013. 3. Create a calendar and summary of topic areas. Identify guest bloggers through outreach to domains. December 31, 2013. 4. Maintain /upgrade website. By: ongoing, monthly or more through March 2014. a. Monthly: update newsletter archive, meeting minutes archive, calendar b. Post all workplans to COI site. By: June 30, 2013. c. Create evaluation page and post reports / data. By: August 2013. d. Add list of partners of COI. By: December 31, 2013. e. Post timely content (ongoing) including update of resource pages, sidebar content, press pages, data and links page, events and presentations page. 5. Maintain Facebook page: By: ongoing through March 2014. a. Produce and post engaging content, articles, blog posts, event information. 6. Maintain Twitter account: By: ongoing, through March 2014. a. Daily tweets of relevant content. b. Use 3rd party Twitter app’s to increase # relevant followers. c. Search for and follow relevant users. 7. Maintain YouTube. By: ongoing, through March 2014. a. Locate and consolidate all COI videos to a single account. By: August 2013. b. Update regularly (monthly). 8. Investigate possibilities for using Pinterest – e.g. creating site to store positive images consistent with COI messages, reinforce COI as “go to” reference site to connect public with resources. By: March 2014. Evaluation measures Specify how you plan to measure your project’s success, including activities. Refer to your project activities to organize your information. Monitor analytics, including: Updates Website: # of : visits, unique visitors, pages/visit; other measures include % new visits, average visit duration, bounce rate. Facebook: # of: likes, shared posts, views, # of people who attend events because they heard about them on Facebook. Twitter: # followers, “retweets” from relevant sources. YouTube: Video views, video reviews, stars. Provide an update on progress towards or completion of project activities and overall project goal. Refer to your project activities and evaluation measures to organize your update. Current update: 1. Analytics as of September 30, 2014 include: Website—For the period of April 1, 2014-September 30, 2014: o Session: 7,244 o Unique visitors: 4,658 o Page views: 17,328 o Pages per visit: 2.39 o % new visits: 64.3% o Average visit duration: 2:40 o Bounce rate: 58.52% Updated October 2014 Facebook o As of September 30, 2014, COI Facebook page had 544 likes (goal was 450 o For the 6-month period of April 1, 2014 to September 30, 2014: Averaged 1 like per post Averaged 403 people viewing each post Averaged 1 “share” per month o Future efforts will focus on better aligning posts with COI domain goals and overall COI strategic plan and mission as well as increasing the diversity of types of posts. Twitter o As of September 30, 2014, COI had 464 followers (goal was 350) o For the period of April 2013-March 2014, averaged .24 retweets per month (goal was 2) You Tube o All COI videos were consolidated into one page by September 2013 March update: 2. COI social media plan was completed in September 2013 with input and oversight by the COI media domain. 3. With feedback from COI domain champions and Leadership Council, it was determined that COI should postpone starting a blog at this time. This will be revisited in the future, providing that COI staff levels are such that creation and maintenance of a blog is feasible. Similarly, creating a COI Pinterest site is currently on hold. 4. Analytics as of March 28, 2014 include: Website—For the period of April 1, 2013-March 30, 2014: o Visits: 18,452 (an increase of 10.76% from previous year) o Unique visitors: 12,282 (an increase of 17.51% from previous year) o Page views: 44,395 (an increase of 5.25% from previous year) o Pages per visit: 2.39 (a decrease of 4.98% from previous year) o % new visits: 64.59% (an increase of 6.99% from previous year) o Average visit duration: 2:32 (a decrease of 2.11% from previous year) o Bounce rate: 59.81% (a decrease of 6.64% from previous year) Facebook o As of March 31, 2014, COI Facebook page had 506 likes (goal was 450) o For the 6-month period of October 1, 2013 to March 30, 2014: Averaged 4 likes per post Averaged 53 people viewing each post Averaged 0.76 “shares” per month o Future efforts will focus on better aligning posts with COI domain goals and overall COI strategic plan and mission as well as increasing the diversity of types of posts. Twitter o As of March 31, 2014, COI had 408 followers (goal was 350) o For the period of April 2013-March 2014, averaged 4.5 retweets per month (goal was 2) You Tube o All COI videos were consolidated into one page by September 2013 Archived updates: This is a continuing workplan. The predecessor workplan and an update of activities and measures through June 2013 can be found in archived workplans on COI website. Barriers Updated October 2014 Explain any difficulties/challenges to implementing your project. Be specific. If an activity or the overall project was cancelled, explain the circumstances. Social media is time intensive. Competing demands on staff make it difficult to keep up with timely posts. This work is unfunded. Promotion/ PR opportunities Identify any promotional or public relations opportunities you see might arise from the project or might assist the project. COI social media is used frequently to highlight and recognize the work and accomplishments of COI partners, as well as national studies, reports, etc. Desired recognition Identify any specific recognition you would like to see either for the project or the people involved in implementing the project. See above. 5210 Campaign Please describe how you have used the 5210 campaign as a part of workplan activities (If you have not, please so indicate). If you have used the 5210 materials, please specify which materials, languages, target audience(s), approximate # of people reached, geographic region(s), dates: Do you plan to incorporate the 5210 campaign into workplan activities in the future? If so, please describe: Yes, we will ensure sharing of 5210 message in all outlets. Updated October 2014