1. VAXITRENDS SOCIAL & ATTITUDINAL BAROMETERS
<?xml version="1.0"?><Settings><answerBulletFormat>Numeric</answerBulletFormat><answerNowAutoInsert>No</answerNowAutoInsert><answerNowStyle>Explosion</answerNowStyle><answerNowText>Answer Now</answerNowText><chartColors>Use PowerPoint Color Scheme</chartColors><chartType>Horizontal</chartType><correctAnswerIndicator>Checkmark</correctAnswerIndicator><countdownAutoInsert>No</countdownAutoInsert><countdownSeconds>10</countdownSeconds><countdownSound>TicToc.wav</countdownSound><countdownStyle>Box</countdownStyle><gridAutoInsert>No</gridAutoInsert><gridFillStyle>Answered</gridFillStyle><gridFillColor>255,255,0</gridFillColor><gridOpacity>50%</gridOpacity><gridTextStyle>Keypad #</gridTextStyle><inputSource>Response Devices</inputSource><multipleResponseDivisor># of Responses</multipleResponseDivisor><participantsLeaderBoard>5</participantsLeaderBoard><percentageDecimalPlaces>0</percentageDecimalPlaces><responseCounterAutoInsert>No</responseCounterAutoInsert><responseCounterStyle>Oval</responseCounterStyle><responseCounterDisplayValue># of Votes Received</responseCounterDisplayValue><insertObjectUsingColor>Red</insertObjectUsingColor><showResults>Yes</showResults><teamColors>Use PowerPoint Color Scheme</teamColors><teamIdentificationType>None</teamIdentificationType><teamScoringType>Voting pads only</teamScoringType><teamScoringDecimalPlaces>1</teamScoringDecimalPlaces><teamIdentificationItem></teamIdentificationItem><teamsLeaderBoard>5</teamsLeaderBoard><teamName1></teamName1><teamName2></teamName2><teamName3></teamName3><teamName4></teamName4><teamName5></teamName5><teamName6></teamName6><teamName7></teamName7><teamName8></teamName8><teamName9></teamName9><teamName10></teamName10><showControlBar>All Slides</showControlBar><defaultCorrectPointValue>0</defaultCorrectPointValue><defaultIncorrectPointValue>0</defaultIncorrectPointValue><chartColor1>187,224,227</chartColor1><chartColor2>51,51,153</chartColor2><chartColor3>0,153,153</chartColor3><chartColor4>153,204,0</chartColor4><chartColor5>128,128,128</chartColor5><chartColor6>0,0,0</chartColor6><chartColor7>0,102,204</chartColor7><chartColor8>204,204,255</chartColor8><chartColor9>255,0,0</chartColor9><chartColor10>255,255,0</chartColor10><teamColor1>187,224,227</teamColor1><teamColor2>51,51,153</teamColor2><teamColor3>0,153,153</teamColor3><teamColor4>153,204,0</teamColor4><teamColor5>128,128,128</teamColor5><teamColor6>0,0,0</teamColor6><teamColor7>0,102,204</teamColor7><teamColor8>204,204,255</teamColor8><teamColor9>255,0,0</teamColor9><teamColor10>255,255,0</teamColor10><displayAnswerImagesDuringVote>Yes</displayAnswerImagesDuringVote><displayAnswerImagesWithResponses>Yes</displayAnswerImagesWithResponses><displayAnswerTextDuringVote>Yes</displayAnswerTextDuringVote><displayAnswerTextWithResponses>Yes</displayAnswerTextWithResponses><questionSlideID></questionSlideID><controlBarState>Expanded</controlBarState><isGridColorKnownColor>True</isGridColorKnownColor><gridColorName>Yellow</gridColorName></Settings>
<?xml version="1.0"?><AllResponses />
<?xml version="1.0"?><AllQuestions />
<?xml version="1.0"?><AllAnswers />
VAXITRENDS SOCIAL & ATTITUDINAL BAROMETERS
Angus Thomson
Sept 24, 2013

2. Social monitoring & Intelligence
Agree on
Dengue
SMM
Objectives
1. Signal detection
2. Measure and evaluate impact
3. Targeting, calibrating
4. Develop public engagement strategies
Agree on
Matrix of services and
deliverables

3. Extracting insights from streams of data: Social monitoring & intelligence
Human analysis (drill down):
subject | tone | buzz | crisis | measure & evaluate
Human analysis (influencers):
Influencer ID & mapping | hubs of influence | Social networks
Human analysis (to refine algorithms):
Sentiment | topic | buzz |
Active surveillance (events):
News | rumours | issues | controversies | outbreaks
Monitoring (indicators):
Volume | channel | sentiment | topic | region | language

4. VaxiTrends Social Barometer beta (www.healthmap.org/viss/)

5. Vaxitrends social barometer What are we listening to?
Active (& passive) monitoring of social streams of data
50,000 online sources
news aggregators (such as Google News, Yahoo News, Moreover), specific RSS feeds (WHO, OIE, others), subscriptions (GPHIN, ProMED, etc), expert-curated discussions such as ProMED and validated official reports.
Local offline news sources as well
Soon to include TWITTER
System monitors, mines, filters, classifies (algorithm & eyes), visualizes and evaluates vaccination intelligence.
Automated and human analyses to extract insights on:
vaccination volume | channels, topics | geospatial information | influencers | networks | sentiment | buzz | crisis events

6. Social media monitoring
Discussions on vaccination by sentiment over time (June 2011 to Oct ) in all sources (i.e. news, blogs, social media, forums) worldwide
2’ [24’]

7. Social media monitoring: Vaxitrends Social Barometer
News Feed/Tag cloud
Temp ºC (topics; volume, time)
Pressure kPa (volume, sentiment, time)

8. The vaccination conversation on Twitter (sept 2012 – nov 2012)
Social media analysis
The vaccination conversation on Twitter (sept 2012 – nov 2012)
Play with a host of visualisations at:

9. Formative research & practice → Behaviour change
Listening
Monitoring & Evaluation
MEASURE
Best practices
Piloting & Practice
Formative research
Outcomes research, implementation
Strategies for
behaviour
change/stabilisation
Social, psychological &
demographic predictors

10. An iterative cycle
Passive and active listening to conversations, news, and events
Understand & Measure.
Monitor, analyze & track conversations
Dialogue with lay public, patients, HCPs and policy makers; track comments for insights

11. Social intelligence for public engagement strategies
Who, to whom, what, where, when?
Differences by region?
Sources: social media sites, blogs, forums, news, search engines, etc.
Hubs of influence
What are most-discussed topics?
What sentiments, and why?
How is information shared? Content generators, senders, receivers?
What can we learn about barriers to vaccination uptake?
Who should we, our partners be connecting with to achieve greatest impact?
What is the best way to connect with them?
Tactics by audience?
How can we use these metrics to measure success and refine strategy?
Using Social Intelligence to Develop a Public Engagement Strategy – Helena Harnik

12. Tracking attitudes to vaccination
“As no standard tool for assessment of immunisation decision-making exists, studies conducted to date measure different factors in different ways, resulting in a disparate body of data.
The development and application of a valid instrument is vital to our understanding of immunisation decision-making across populations and contexts.”1
HCP recommendation is major determinant of vaccination acceptance in most contexts
Most HCPs are not aware of their key role nor equipped to perform it
1. Brown KF, et al. Factors underlying parental decisions about combination childhood vaccinations including
MMR: A systematic review. Vaccine (2010), doi: /j.vaccine

13. Measuring the problem -1 A standardised tool
VaxiTrends Attitudinal Barometer
Standardised, psychometrically validated
Identify, understand and track predictors of adult vaccination
Across geographies, over time
Social, psychological & demographic predictors US UK
France
Germany
Brazil
China
India
Understanding and knowing our customer

14. Measuring the problem - 2 An innovative tool
The first standardised instrument for adult vaccination acceptance:
Broad but specific
Adults – excluding pregnant women and HCP
2 routine vaccines (influenza & tetanus)
Longitudinal data (season/non-season)
Multinational (6 high and mid-income countries)
Systematic approach
Systematic review
Multinational qualitative study
Robust piloting (500 observations)
Psychometrically validated tool
Survey items measure what they are supposed to measure
Reliable across time and populations
VaxiTrends Attitudinal Barometer
Inform interventions
Track changes in attitudes over time
Measure impact
AIMS:
To develop and validate a tool that robustly captures social, psychological and demographic predictors of adult seasonal influenza vaccines and tetanus boosters across geographies and overtime
To better predict adult vaccines uptake and to contribute to improving immunisation policy and communication strategies to enable individuals to make informed choices.
Review of the literature
Determinants of uptake
Existing validated measures
Qualitative study
In-depth exploration of journey to vaccination
20 f2f interviews with adults / 6 tel interviews with HCP
Quantitative study
Representative sample – N=
Psychometrically validated instrument (barometer)
Trust

15. Listen better: Social media monitoring
Discussions on vaccination by sentiment over time (June 2011 to Oct ) in all sources (i.e. news, blogs, social media, forums) worldwide
Week Sept 10-16
Attitudes
2’ [24’]

16. Info hubs can help if socially integrated: Vaccines Today

17. Some final thoughts
Sentiment analysis: should refer to what may change behaviour
X ‘Vaccines save lots of lives’
√ ‘Every one of the Brumbies rugby team got their shot this year (descriptive norm plus champions)’
80% of doctors in Wade county got their flu shot last season. What about you? (descriptive norm)
Please test the Social Barometer and feedback to me – tell what you would use.
Using tools like this should change our own behaviours – listen more, understand more
We can put voices into the conversation, and help those that are already there