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Social Media for Public Health/Healthcare Organizations Instructor: Dan Cohen, Full Court Press; Ana-Marie Jones, Collaborating Agencies Responding to Disasters By the end of this training, you will: See and know the opportunities and benefits of engaging with social media tools in your organization Be introduced to four key social media tools and how they can be used Be aware of a step-by-step process of analyzing the needs of your organization and determining the social media tools that will best meet those needs See examples of how other public health/healthcare organizations are using social media Interact with presenters and peers in real-time to review.
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CalPACT - Social Media SeminarUnderstanding our Options
Slide 2
Dan Cohen, PrincipalFull Court Press Communications
[email protected]@DCSTPAUL & @FullCourtPress
510-465-8294
Ana-Marie JonesCARD – Collaborating Agencies Responding to Disaster
@CARDCanHelp & @[email protected]
A starting point for all of us…
What is YOUR comfort with the world of new & social media?
Rate your Organizational Readiness to engage with these tools 3
Let’s Share:What are the 3 questions you have about this whole social media thing?
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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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HELP is out there – tons of it
BethKanter.org
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Engage in Real Time Conversation
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http://www.youtube.com/watch?v=RjD3l8edBD0
Lessons:Numbers aren’t everythingCandor & Real-time matterFind your voice
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-line 10
Congratulations! You now own your
own network & newspaper
“It Gets Better”CandorTimelinessEase of access
CHPC 12
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 audiencesWhat
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?
WebsiteEmail Listserv
BlogTwitter
Facebook / GroupsFacebook Like Page
LinkedIn account
Micro-siteFlickr
YouTubePodcast
Other
Beth Kanter’s Continuum Crawl, Walk, Run, Fly!
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Now, let’s talk about what this means.
So far, so good?
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Thinking Differently
New & Social Media Transformations
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THINKING ABOUT NEW MEDIA
Common barriers we face?Why using these tools matter?Why you should lead the effort?
What I’ve Seen
New & Social Media Transformations
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PREPARE FOR HEALTHSocial Media FellowsAlameda County Public HealthChanging Organizations CESA 2010
Using New Media to Evolve a “Field”Changing Networks
The New Media Big Bang19
Facebook passes Google as top visited site in the U.S.
March 2010
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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 communities21
What You Need to Know:
Status Updates (140 character messages) keep your name, agency and your activities in front of your connections – without any extra effort from you
Can be sent from your cell phone!
Share insights, make requests, announce achievements, send event invitations, solicit help, and give or receive advice – immediately
Status updates can appear on the LinkedIn homepages of your direct connections, where they can comment or respond.
Updates are visible to your connections, your entire network, or all LinkedIn members (depending on your account settings).
Receive expert advice or suggestions from members of your network
Note: You can link other applications to your LinkedIn profile – SlideShare, WordPress, Twitter, Polls, etc.
LinkedIn – a place to begin
Access to people and information matters!: For funding opportunities, research, recommendations, & advice.
Concept: with 6 Degrees of Separation everyone is at most six steps away from any other person on Earth - the “small world phenomenon”
The more robust your personal network, the fewer degrees between you and the people you want to know
Online, visible networks have benefits beyond offline networks – portability, speed, trust, durability, sustainability
6 Degrees of Separation
Note: With social media, you can be better known, networked and noticed – without leaving your desk!
The Possibilities
What would it mean for your program to be connected to the leaders of your field?
What would it mean for our effectiveness, for businesses, the nonprofit sector, and public sector partners to be connected
on LinkedIn and other social media platforms?
What would it mean for the entire non-profit sector in our state to the most connected in the country?
Be an Informer
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Twitter Basics
• Messages – 140 characters – a “Tweet”
• Messages available to anyone – but sent directly to your “followers” accounts
• Messages from the people you “Follow” sent to your account – all messages accessible through searching
• Individual users have account names – identified by “@NAME”
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Twitter?
• 15 Billion messages sent
• 140 characters or less
• Millions of individual broadcasting networks with custom-built audiences
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Twitter Starting Point - Listen
• Counter-intuitive – listen first• Follow 5 new people – see who they
“listen” to, then five more, then five more – watch the conversation happen
• Try a search – Search.Twitter.com• Read the conversation – who is saying
what? Follow some interesting folks.Adapted from http://www.readwriteweb.com/archives/5_simple_twitter_listening_tips_every_marketer.php
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Listen…Search a “hashtag”
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What have you learned by listening?
• What conversations are out there?
• Who is having them?• Is there a voice missing
from the discussion? • Is there information
missing?• What value can you add?
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Fear-free Tweeting
• How could you message your peers in 140 characters or less?
• How would it be different than how you communicate now?
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TweetDeck
hootsuite
Managing it all
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What could you say on H1N1?
• Take one step today to protect your parents – help them get the #H1N1 vaccine (link)
• Most seniors in our county still haven’t been vaccinated for #H1N1. Help them get connected today (link)
• Prepare for summer. Sunscreen and #H1N1 vaccines for the vulnerable people in your life (kids, seniors).
• If you love someone, help them get vaccinated with the #H1N1 vaccine. Lots available in Alameda County.
• Five seconds can mean a year of #H1N1 coverage. Help someone you love get the vaccine today.
A moment of reflection:What are my org’s new & social media barriers?Who are my skeptics?Who is already using these tools?
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Tell your own stories
• Own it!: Make Photos/Videos Available using Flip Cameras, Twitpic, & Flickr
www.flickr.com/photos/whiteafrican/3100136010/
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Record It!
• Flip Video Cameras
• $100 changes everything!
• Easy to use• Easy to upload• Easy to share• Easy to evangelize
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Using Video – Making a Point
Use the minds of others
www.youtube.com/watch?v=ZHRC30ZWGHA
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Building your Broadcast Network
Lobby Day 2010 A Tree Falls & Everyone Hears
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Take Pictures – Define the Images & Debate
• Cameras• Cellphones• iPhones 38
Fighting Child Obesity
Distribute your photos - instantly
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Aggregate your photos
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A moment of reflection:So…what do you have? Video? Photos?How could you use it to have a discussion?Could you post it? Host it? Re-mix it?
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Let’s build a home on the web
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• Websites are cheap• Websites are easy• Websites can be updated• Websites are YOUR space
Let’s build YOUR home
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Website in 5 minutes or less
Getting Started
• URL - www.mywebsite.com OR www.mywebsite.wordpress.com
• Easy - host your site at wordpress.com, register an account and you’ll be ready to begin building your site in no time.
• 5 Minutes – Wordpress is famous for its “Five minute” installation. Follow the instructions and you’ll be up and running in no time.
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Track It!
Unique VisitorsVisits/VisitorsPagesHitsRobots/SpidersVisits DurationReferrersKey words/phrases
Your Boss or Funder
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Facebook passes Google as top visited site in the U.S.
March 2010
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Facebook – Your Home
Link to News Item
Promote Event 47
Facebook – Update Quickly
Link to Blog
Post a photo
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Best Practices to Build a Following
• Ask their opinion• Test their
knowledge• Promotions • Say thank you• Recruit Fans – w/
prizes
Adapted from Beth Kantor’s Social Media Lab – Facebook & Mashable49
Add Free “Apps”
http://www.involver.com/pages/gallery.html
That was easy
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Facebook Fan Page – Listen & Engage
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How Do You Feel?
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Fear Free New & Social Media? Discuss.
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Social Media Efforts Peer Learning
LIST BUILDING
Story Telling
My California Story.org
Story Telling
Using Video – Educating (through humor)
www.youtube.com/watch?v=ZHRC30ZWGHA
CHPC 58
Microtargeting a community
Building your Broadcast Network - Advocacy
Lobby Day 2010 A Tree Falls & Everyone Hears
CHPC 59
Building your Broadcast Network - Education
CHPC 60
Try Something New on Lots of Platforms for Fundraising
New WaysTo Engage & Build Teams / Community
TwitterCelebrityWebsite Payoff
Piece by Piece….
Building your team - Advocacy on Facebook? Twitter? JUST ADD IT IN…
Here’s the Talking Points…
Now, Take it to Facebook…
Now, Take it to Twitter…
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
72UCB CHL
New Media
Success73UCB CHL
http://www.youtube.com/watch?v=1tWmfRSGoMc
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
74UCB CHL
RESULTS:Hospital Helps Someone, gets GREAT PR, demonstrates leadership & experience…and generates even more referrals and business
75UCB CHL
“It Gets Better” – Putting the tools to workCandorTimelinessEase of access
CHPC 76
Not sure what to measure? Ask the CDC
CDC.GOV/Metrics
CHPC 77
Define how YOU want to be measured
Slide 78
Dan Cohen, PrincipalFull Court Press Communications
[email protected]@DCSTPAUL & @FullCourtPress
510-465-8294
Ana-Marie JonesCARD – Collaborating Agencies Responding to Disaster
@CARDCanHelp & @[email protected]
