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Slide Deck from AMA Healthcare SIG event June 08
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How to Go Web 2.0
Jennifer TexadaDigital & New Media Program Manager
M. D. Anderson Cancer Center
M. D. Anderson Cancer Center
M. D. Anderson Cancer Center was created by the TexasLegislature in 1941 as a component of
The University of TexasSystem. The institution is one of the nation’s original threeComprehensive Cancer Centers designated by the NationalCancer Act of 1971, and is one of 39 National CancerInstitute-designated Comprehensive Cancer Centers today.
With faculty and staff working in more than 25 buildings inHouston and Central Texas, M. D. Anderson is one of thelargest cancer centers in the world.
Reasons why Web 2.0 is not for us
• Social Media for teenagers, our audience does not use these tools
• We do not retain enough control over the content
• This is not reputable and detracts from our credibility and brand value
• We simply do not have time to add another task to our current duties
• H - I – P – A - A
Where’s M D Anderson?
Google Video SearchGoogle Search page 1
#7 “What is Cancer”
19 Videos on 7 Channels
• Youtube.com
• Video.Google.com
• Video.Yahoo.com
• Video.MSN.com
• Video.AOL.com
• Scivee.tv
• ICyou.com
What Web 2.0 can help us do
• Extend the reach of traditional media relations and communications vehicles to new online audiences.
• Enhance M. D. Anderson’s online presence and credibility by developing new information channels
• Lead our industry in leveraging the latest social media tools and channels to educate the public and proliferate accurate and relevant cancer information and dialog.
• M. D. Anderson Cancer Center is using Facebook as an additional channel for distributing information to social web audiences. A presence on the site will allow the more than 66 million Facebook users to find, engage and become more personally connected with M. D. Anderson.
• Implementation 4 months– Wrote a plan with measurable goals and took it
through approvals– Wrote guidelines document, and new page request
form and posted it on the intranet– Developed & launched the first Facebook page
TwitterM. D. Anderson use of Twitter will include but may not be limited to:
•Distribution news to subscribers including media influencers •Announcement of updates to M. D. Anderson publications content•Distribution health and prevention messages
Implementation 3 months
•Wrote the project plan, and presented for approval
•Wrote the guidelines document and posted on the intranet
•Developed the structure, design and editorial plan
•Launch & maintain content and “followers”
How did we do it? • Developed a strategic vision and a
work plan• Developed guidelines around use • Developed “CHAMPIONS”
throughout the institution
External Communication | Internal Communications | HR & Recruiting | Patient Education | Faculty Education | Marketing | Internet Services | Physician Relations | Public Education | Publications & Creative | Research Med Library | Faculty Development | Clinical Research ….
Web 2.0 Discussion Group A lunch & learn group for people who want to learn more about social media and discuss possible web 2.0 projects. The group was open to anyone, meets twice a month and further discussion happens in our private Facebook group
• MORE!– Video– Internal training and champion development – M. D. Anderson channels in social media sites
• A Podcast series – Cancer Newsline • An M. D. Anderson Blog – With bloggers
from our faculty and staff• Analytics & Conversation monitoring plan
What Now? Where do we go from here?
Jennifer TexadaDigital & New Media Program Manager
Twitter www.twitter.com/jenntex
My Blog - How to Go Web 2.0 http://jennifersreport.blogspot.com/
Thank You!
