- 1. Health Care Tool box 2.0 Need multi-channel image
2. It used to be that new media was an afterthought in the
marketing space 3. Communications were pretty simple 4. We were a
paper driven society 5. ... And then things changed 6. and became
abit more complicated 7. 8. The world is in the middle of an
ongoing conversation .A marketers challenge and job is to enter
that conversation and when you do join in, you had better be
prepared to add value .John D Hayes CMO American Express 9. Today
you will learn how to extend the conversation and leverage the
power of web 2.0 and social media to educate, engage and track
public perceptions on health related topics 10. Before you can add
value and extend the conversation, there a few things you should
know 11. Did you know? 12.
-
- Social networking sites are the hottest attraction on the
Internet, dethroning pornography and highlighting a major change in
how people communicate
-
- Belinda Goldsmith, Globe and Mail
13. Agenda
-
- Canadian Interactive stats
-
- Introductions to the tools and definitions
-
- Using web 2.0 and social media to promote health awareness and
change behaviours
- Tracking public perceptions using web 2.0 and social media
14. The Canadian Interactive landscape
- Canadians are the second most engaged country online with an
average of 43 hours / month spent online.
- 4,000 more page views per month than any other country
- 23 million online users in Canada
- 61% of those aged 55+ have been online
15. 16. 17. 18. What is Web 2.0? 19. Web 1.0 vs. Web 2.0
- Napster Free internet radio (last.fm)
- Britannica Online Wikipedia
- Personal websites Blogging
- Domain name speculation Search engine optimization
- Directories (taxonomy) Tagging / social
bookmarking(delicious)
- Forums Social networking sites
20. What is Social Networking? http:// www.youtube.com/watch?v
=6a_KF7TYKVc 21. What is social networking/ media? 22. 23. Popular
Social Media Sites
Orkut MySpace Facebook LinkedIn Second Life 24. If all you are
doing is printing brochures and maintaining a hard to find static
website, you arent doing enough. You need to join the conversation
online to extend how, where, and when you promote health and
related topics 25. How? 26. Join the conversation here:
27. Social media in Canada starts with 28. Canadian Facebook
Stats
- 4 thmost visited site in the world
- #1 photo sharing site on the web
- Canada is second largest network in the World!
- 13.5 billion page views monthly
- 75% of users visit at least once a day!
- 2.6 average visits per visitor per day
- 29.8 minutes per visitor per day
29. 30. 31.
- Build groups or fan pages to build awareness over topics and
help change behaviours (and link to your website)
- Participate in discussions in other groups and fan pages
- Use facebook social ads to drive people to your page
- Your facebook page / group may become more important than your
website and other traditional channels
What does this mean to TPH? 32. 33. YouTube 34. What this means
to TPH
- Cost effective way to distribute your message in a richer
format
- Subscribers will receive updates / notifications going
forward
- Consider sponsoring podcasts to extend your public health
messages beyond traditional channels
35. friendor foe? 36. 37. Translation for You
- Great way to get your finger on the pulse of the industry
- Search for topics to monitor how often they are coming up
- Better understand how communications are evolving
- Can be used as a broadcast channel when quick or urgent
messages need to get out to the public
38. Leveraging web 2.0 to track public perception on health
topics 39. 40. Get yourself a feed aggregator 41. Translation for
you
- You can syndicate / broadcast content on the web separate from
your own website
- Easy to track and monitor multiple sites and blogs with
reader
- Give people a compelling reason to click through to your
site
- Self-subscribe to keep on top of industry news and trends
42. Social bookmarking 43. Social BookmarkinginPlain English 44.
Social Bookmarking /Tagging sites delicious Digg 43Things
StumbleUpon 45. Translation for You
- Easy (and free) to add to any web property you own or
control
- Great way to amplify word of mouth
- Becoming more important that search for many
- Makes your site more social and findable
- Its like having your friends pre-filter your google
searches
46. Pitfalls of web 2.0/ social media
- You cant control everything
- The interweb never forgets
47. Conclusions
- Web 2.0 isnt one thing.. Its an ongoing and evolving
conversation online where the user now has more control than
ever
- TPH can leverage the tools to promote programs and modify
behaviours over time by engaging people directly
- Cost of entry is nearly zero
- Unlike print, everything you do is measurable and
trackable
48. Where do you start?
- Facebook to promote & build awareness
- RSS news aggregator to track the industry and the general
public through blogs and news sites
49. 50. Lets continue the conversation Email: [email_address]
Voice or SMS to 416-729-4268 LinkedIn profile:http://
www.linkedin.com/in/phryl Follow me on Twitter:http://
www.twitter.com/phryl Follow my Mobile & Interactive marketing
blog: http:// www.burningthebacon.com http://
m.burningthebacon.com(mobile version) Check out other contributions
at:http:// www.onedegree.ca http:// www.canadianmarketingblog.com /
Phil Barrett (.mobi) Senior Director, Mobile & Interactive
Carlson Marketing