Harnessing The Basics Of Social Media In Healthcare
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Connecting Great Ideas and Great People www.asaecenter.o rg Ben Garrett 2009 Co-Chair PRSA Health Academy Executive Producer On The Scene Productions Harnessing the Basics of Social Media in Healthcare Sunday, August 16, 2009 3:15 p.m.
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Understand the basics of social media as it applies to healthcare associations, gain an understanding of the necessary staff and technology investment through a case study of the American Red Cross, and walk away with ideas to better engage your members. Ben Garrett, executive producer, On The Scene Productions, PRSA Health Academy Board
Transcript of Harnessing The Basics Of Social Media In Healthcare
Connecting Great Ideas and Great People
www.asaecenter.org
Ben Garrett 2009 Co-Chair PRSA Health
AcademyExecutive Producer
On The Scene Productions
Harnessing the Basics of Social Media in
HealthcareSunday, August 16, 2009
3:15 p.m.
www.asaecenter.org
This is your organization . . .
Entire contents © 2009 Forrester Research, Inc. All rights served.Entire contents © 2009 Forrester Research, Inc. All rights served.
www.asaecenter.org
. . . these are constituents in the groundswell
Entire contents © 2009 Forrester Research, Inc. All rights served.Entire contents © 2009 Forrester Research, Inc. All rights served.
www.asaecenter.org
This is your organization andconstituents in the groundswell
Entire contents © 2009 Forrester Research, Inc. All rights served.Entire contents © 2009 Forrester Research, Inc. All rights served.
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The four-step approach to the groundswell
PeopleAssess your constituents’ social activities
ObjectivesDecide what you want to accomplish
StrategyPlan for how relationships withconstituents will change
TechnologyDecide which social technologies to use
POST
POST
Entire contents © 2009 Forrester Research, Inc. All rights served.Entire contents © 2009 Forrester Research, Inc. All rights served.
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The SocialTechnographicsLadderPercentages indicate proportion of online population participating in at least on activity, at least monthly.
Source: North American Social Technographics® Benchmark Mail Survey, January 2008
Entire contents © 2009 Forrester Research, Inc. All rights served.Entire contents © 2009 Forrester Research, Inc. All rights served.
www.asaecenter.orgEntire contents © 2009 Forrester Research, Inc. All rights served.Entire contents © 2009 Forrester Research, Inc. All rights served.
Age predicts level of participation
www.asaecenter.orgEntire contents © 2009 Forrester Research, Inc. All rights served.Entire contents © 2009 Forrester Research, Inc. All rights served.
Patients doing research consume social content
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Participation variable by disease condition
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Many medical professionals are spectators
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Key roles and their groundswell objectives
Roles
Research
Marketing
Fundraising
Support
Development
Groundswell
Objectives
Listening
Talking
Energizing
Supporting
Embracing
Entire contents © 2009 Forrester Research, Inc. All rights served.Entire contents © 2009 Forrester Research, Inc. All rights served.
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American Red Cross
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American Red Cross
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Social Media is “Social”
Social Media is about “Sharing” (user-generated content)
Social Media is Visual Multimedia by Definition (Music & Video) Nielsen says 73% of active web users
watch video each month
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Social Media is Web 2.0
YouTube, 100 million videos watched every day by 79 million registered users
MySpace, 125 + million members FaceBook, 125+ million members
Second Life, 14.3 million registered members, 1.7 million “active” members
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Wikipedia.org
Alexa Global Traffic Rankings
2008
1
2
3
4
5
6
7
8
9
10
1
2
3
4
5
6
7
8
9
10
2005
(U.K.)
Largest Websites by Traffic, 2005 vs. 2008:
Dramatic Shift to Social Networks
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Key Social Platforms
Blogging (Technorati)
Video Sharing (YouTube)
Podcasts (Podcast Alley)
Message Boards
Micro Blogging (Twitter)
RSS (BusinessWire) Widgets (FaceBook) Photo Sharing (Photo
Bucket, Flickr) Wiki/Informational
website (Wikipedia) Chat rooms/Forums
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Social Media MarketingViral Video-Enabled Sites
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By 2012, more than 145 million people—67% of the US Internet population—will be reading blogs at least once a month. That is up from a readership of 94 million in 2007, or 50% of Internet users.
Blogging and Social Media
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Broadcast versus Social
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Social Networking: People Trust Peers, Distrust Institutions
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MySpace: Morgan D’Organ
Gift of Hope Organ &Tissue Donor
Network(Elmhurst, IL)January 2007-April
20083.5 million organ
donorregistrations
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80,000 causes on FaceBookExample: 4,149,307 MEMBERS
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http://profile.myspace.com/americanosteopathicAmerican Osteopathic Association"Treating Our Family and Yours"
Female 99 years old CHICAGO, Illinois United States
Last Login: 8/10/2009 Mood: busy View My: Pics | Videos Contacting AmericanOsteopathic Association
MySpace: Healthcare Professional Organizations
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Program Components:
- Facebook- MySpace- Wikipedia- Squidoo - Twitter
- Retailers- Baseball- Schools- Counselors- Nurses- Poison Centers- Plants
www.inhalant.org
Blog
MessageBoard
Kit, Materials
Parents, families
Partners
New Media
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Increase outreach
Expand awareness
Opportunity to impact dialogue
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ACE Inhalant Blog Launched in spring 2008 and features the
latest news about inhalant abuse. Easier to track cases / incidents for both
communities & the media Discover new cases through comments,
consumer feedback Use of Twitter to expand outreach further
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Reaching both parents & teens “I just watched your video on inhalant abuse and just wanted to let you know that I just recently was caught with duster in my tennis bag and my mother showed me the e-mail of the officer and it brought me to tears... since then I haven't even thought about it and if you need someone to help you out with the negatives of the experience and how to stay off of it I would love to provide an example!”
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Monitor videos
Build awareness
Engage in dialogue
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Post Educational PSAs
Correct misperceptions
Consolidate information
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Second Life Marketing Campaign: Results December 15, 2008 - January 10, 2009
Ads: 150 virtual advertisements /billboards through SL 86% actually clicked through the billboard to ACE’s site
Knowledge base: Only 39% passed the quiz 69% though mushrooms caused athlete’s foot 0% understood that “staph” is found on both skin and
surfaces
Qualitative: 70% learned something new or were surprised by the
site’s information. 82% will change some of their habits based on what they
learned
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YouTube’s General Audience
46% have a HH income of $75K or greater
42% have an
associates degree or
higher56 min/mont
haverage time spent on site
55%users ages
25-54
Sources: Nielsen NetView May 2008.
42%active reach
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Who’s Watching? Everyone.
Source: Nielsen//NetRatings (August 2007)
Users (M)
% Users
Age All 56.4 –
<18 10.5 19%
18-34 11.7 21%
35-44 11.7 21%
45-54 11.9 21%
55+ 10.6 19%
Gender
Male 30.8 55%
Female
25.7 45%
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By 2012 190M US online video viewers
72% compounded annual growth
Online video ad spend eclipsing $7B
Sources: eMarketer; Forrester Research
The Future Ahead in Online Video
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YouTube Offers Breadth and Depth of Content
draws in massive audiences and
propels community involvement
deeply resonates with target audiences
Community Content… Partner Content…
Direct relationship with content provider
Vetted for adherence to terms of use
Copyright compliance
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YouTube Health Community Demos
Community Health Content:UCSF Memory & Aging Center Channel for Neurodegenerative Diseases: http://www.youtube.com/UCSFMemoryandAging
OR Live Surgical Video: http://www.youtube.com/user/ORLivedotcom
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National Council On Aging: YouTube
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Arthritis Foundation -YouTubehttp://www.youtube.com/user/ArthritisFdn
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The World of Second Life URL
www.secondlife.com
SL is free to join
Requires a PC or Mac with a 3D graphics card and sound capability
Navigate using a 3D “avatar”
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American Cancer Society in Second LifeRelay for Life recently raised $20 million Linden
Dollars, or $118,000 in real U.S. currency!
Virtual Social Media / Second Life
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National Multiple Sclerosis SocietyRaised $30,000 with MS scavenger hunt
Virtual Social Media / Second Life
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http://www.esiason.org/newsResourcesSL.html
Second Life – Boomer Esiason Foundation
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Virtual Hospital Tour
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Cerner Smart Room
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Second Life offers a 3-D version of www.stopgerms.org
SL – Alliance for Consumer Education
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Second Life InstallationsACE Stop Germs House / 2D to 3D
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Second Life InstallationsACE Stop Germs House / 2D to 3D
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Second Life InstallationsACE Stop Germs House / 2D to 3D
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ACE Stop Germs House / 2D to 3DSecond Life Installations
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Second Life InstallationsAlliance of Consumer Education
Stop Germs House
For More infohttp://www.stopgerms.org
In Second Lifehttp://slurl.com/secondlife/
ConsumerEd%20Island/128/128/0
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Contact InformationBen Garrett
PRSA Health Academy Board of DirectorsExecutive Producer, On The Scene Productions
E-mail: [email protected]: 770-640-8804
Twitter: @bengarrettotspLook me up on Facebook, LinkedIn, Myspace
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