Senior Health Executives & Social Media - A Conversation

Breakfast for Executive Leadership of Health and Policy Organizations

A Welcome from our hosts…

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How did we get here?

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Who are we? What do we do?Who Are We?• Health Department• Hospital/Healthcare

system• Community Clinic• Community Based

Organization• University• Advocacy / community

organizing • Coalition / Collaborative• Consulting• Global health

Let’s see where we are…

Rate your organizational readiness to engage with new & social media tools?

Rate where you want to be in TWO years? 5UCB CHL

Let’s Share:What are the 3 questions you have about this whole social media thing?

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Wordle.net7UCB CHL

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The Big Four Questions… And Thoughts on Answers

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Failure IS an Option

www.youtube.com/watch?v=-Vo4M4u5Boc

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Only YOU can find what works for you & your organization

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Tools should be personal

Reflect your organization’s priorities & approach

Echo the culture you are building

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HELP is out there – tons of it

BethKanter.org

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We can all do this! Take one step…

In the next 5-7 days:1.For your PROGRAMS / ORGANIZATIONS: Listen to your clients & communities – ask them how they use new media tools

2.For YOU: Try one new media tool to “listen” & use social media tools to connect.

3.For all of us – as a NETWORK: Find and listen to your peers on-lineUCB CHL 13

The New Media Big Bang14UCB CHL

Congratulations! You now own your

own network & newspaper

New Media

Success16UCB CHL

New Media

Success17UCB CHL

http://www.youtube.com/watch?v=1tWmfRSGoMc

My E-Patient Twitter Success Story

When I arrived at the Mayo Clinic in Rochester, Minnesota a few weeks ago, I was asked: "Who referred you to us?" My answer was…"Twitter."

Twitter leads to diagnosis and treatment:The Story of Erin Turner

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1. Mother reads story USA Today re: wrist pain2. Tells daughter about news story3. Daughter participates in #wristpain

tweet chat hosted by Mayo Clinic4. Talks with same doctor from news story

and reviews Mayo site for information5. Makes appointment with doc6. Diagnosis made, surgery within 24 hrs7. Blog post about experience, which

further spreads information…

Twitter leads to diagnosis and treatment The Story of Erin Turner

Dr. Richard Berger

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RESULTS:Hospital Helps Someone, gets GREAT PR, demonstrates leadership & experience…and generates even more referrals and business

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Reflecting on the Big Four Questions…

Lee Aase

Mayo Clinic - Director of its Center for Social Media.

Chancellor of Social Media University, Global (SMUG).

Handout on Table outlines 35 common challenges/opportunities in health

You are not alone…

social-media-university-global.org/22UCB CHL

Things that spoke to me…

Social media tools enable authentic communication…

but keep it simple

Social media are an essential part of a balanced communications diet.

MacGyver is the model for social media success.

social-media-university-global.org/35-social-media-theses/23UCB CHL

New & Social Media Transformations

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PREPARE FOR HEALTHSocial Media FellowsAlameda County Public HealthChanging Organizations

Building Capacity – 20 then 100Creating Learning CommunitiesReaching the Underserved Meeting Clients where they are

New Media & Research for Health

• Caricia Catalani, DrPH, MPH

• Center for the Advancement of Health Information Technology

• Research Triangle Institute (RTI) International

• School of Public Health• University of California, Berkeley

St Anna’s Medical Clinic

A new media experiment

Videovoice

Community-Based Participatory Research

Photovoice

CommunityMapping

Community Assessment

Community Engagement

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Closer to home…1.Provide information2.Make it timely3.Educate & Engage4.Its already done… use your content & expertise

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But before we start…Be Strategic

• Communications Goals should rule• What is your near-term goal? • Long-term?• What is your strategy?• How do these tools fit? • Are you the right messenger? • Are you listening?

Photo source: http://www.socialmediaexaminer.com/21-creative-ways-to-increase-your-facebook-fanbase/

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Thinking about your audiences

What News?

Who Needs to Hear it?

List all key audiences

In What Format?

Note the comm. channel

By When? From Whom Do They Need to

Hear it?

Courtesy of HollyMinch.com

Think about your audience?

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What new & social media tools are we using?

Beth Kanter’s Continuum Crawl, Walk, Run, Fly!

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Let’s go to work!

Practice Create Fail/Learn

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But what about me?

So far, so good?

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We can all do this! Take one step…

In the next 5-7 days:1.For your PROGRAMS / ORGANIZATIONS: Listen to your clients & communities – ask them how they use new media tools

2.For YOU: Try one new media tool to “listen” & use social media tools to connect.

3.For all of us – as a NETWORK: Find and listen to your peers on-lineUCB CHL 37

Five Things You & All of Us Can Do

• Start where you are: LinkedIn as a starting point• Become an Informer: Build presence on Twitter• Tell you own story: Make Photos/Videos available

using Flip Cameras, Twitpic, & Flickr• Go home! Build robust on-line home for your work

& use metrics to track success• Build a Fan Base: Use Facebook to provide a

“home” for supporters & inform your communities

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Where do we go from here?

Mobile Phone Applications for HealthNovember 17, 10:30am-4:30pm

Strategically Integrating Social Media into Your Public Health/Healthcare Organizations & Practice

December 8, 8:30am-4:30pm & January 26, 8:30am-4:30pm

Where do we go from here?

Storytelling - An Ancient Strategy for a New World: Develop your Core Story Tools for Videos, Podcasts, Digital Stories, Blogs, and Websites

February 9, 9am-4pm

Podcast ProductionFebruary 23, 8:30am-4:30pm

Where do we go from here?Digital Storytelling

March 8, 6pm-9pm & March 10, 8am-5pm

Special Event with Beth Kanter: The Networked Organization: Everything you want to know about leveraging social media to serve your mission

March 30, 8:30am-10:30am (for organizational leaders)

March 30, 11am-4:30pm (for public health professionals)

Where do we go from here?

New Media Tools for Health Advocacy

April 13, 8:30am-4:30pm

Video Production and Editing Using Flip Cameras

May 11, 8:30am-4:30pm

Living Consciously in a Connected World: Practicing Balance in the Age of Technology

May 25, 9am-12pm

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Dan Cohen, PrincipalFull Court Press Communications

dan@fcpcommunications.com510-271-0640

Taking it back home…Where do we go from here?