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A ground zero glance at building the first condition-specific, collaborative advocacy Twitter feed. An OrganizedWisdom Health project.
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MEET @POLARWISDOM
a ground zero glance at building the first condition-specific, collaborative
advocacy Twitter feed an OrganizedWisdom Health project
Monday, April 6, 2009
METHODOLOGY, DECK: JEN MCCABE GORMAN
• Chief Patient Advocate, OrganizedWisdom Health
• Cofounder, NextHealth (NL)
• Medical Education Evolution (Ning)
• Tweet all about it
Monday, April 6, 2009
THE FINE PRINT• CreativeCommons
Attribution = Noncommercial-Share Alike 3.0 Unported
• this means you can share it...(copy, distribute and transmit and remix it)
• for NONCOMMERCIAL purposes (shared for the greater good people, don’t you feel all warm and fuzzy?)
• but you must attribute: Jen McCabe Gorman, OrganizedWisdom Health, 2009
• if you alter, transform, or build on this, MUST distribute under same/similar license
• questions? [email protected]
Monday, April 6, 2009
“WHAT ARE THE BENEFITS OF SOCIAL MEDIA FOR HEALTH?”if you’re asking yourself this question, your social
media efforts are destined to fail...
Monday, April 6, 2009
THE RIGHT QUESTION(S)
• what are the benefits of a SPECIFIC SOCIAL MEDIA tool/site/service for the health of MY userbase/audience?
• (um, who IS my userbase/audience?)
Monday, April 6, 2009
HOW TO FIND YOUR SOCIAL MEDIA HOME
• we knew we wanted a depression-oriented initiative, with bipolar focus
• did web searches using 3 keywords: depression, bipolar (BPD), and major depression (MDD)
• searched using Twitter, Facebook, YouTube, Flickr, Google, Google Blog search
• ‘depression’ with most results (2x), bipolar second most ‘popular’
Don’t assume you know how users/consumers are talking about the space you want to address.
GO FISH! Find out what terms they’re using, what slang, and how often this shows up in search! results!
Monday, April 6, 2009
ALSO ASK YOURSELF...
• how does X social media tool/site/service help connect patients and providers? (Myca/HelloHealth)
• or does it connect providers and providers? (Sermo, Ozmosis)
• or people who are patients and people who are patients? (PatientsLikeMe, CureTogether, SugarStats, TuDiabetes)
engage across professional forcefields?
Monday, April 6, 2009
OBLIGATORY GENERALIZATION
• Health and medical ‘tweets (people who use Twitter regularly) including both providers and patients, are increasingly using Twitter to converse about illness, injury, treatment, and recovery. Good opening slide to break
benefits of social media channel ‘gently’ to the rest of your organization.
Be diplomatic when introducing these channels. No one wants to feel late to the party.
Monday, April 6, 2009
OUR ‘PREHISTORIC’ STRAGEGY• launch “PolarityWisdom” feed (1.15.09) - begin tweeting (Jen
+Emily)
• announce feed on Twitter (Jen, Unity at personal feeds @jenmccabegorman, @unitystoakes, and Unity at OW feed @organizedwisdom)
• add self-identified depression, bipolar, psych, mood, health/medical tweets to follower list
• try to recruit external doc; decided to go with our Medical Director Dr. Scott Pearlman
• after action review = ask Twitter community for feedbackMonday, April 6, 2009
WHAT WILL IT DO?“You’ll be able to read the latest doc-reviewed content from OrganizedWisdom Health related to depression, but you’ll also be able to take quizzes and share other resources.”
Monday, April 6, 2009
@POLARWISDOM0-400 followers in less than 8 weeks
Monday, April 6, 2009
NICE TO TWEET YOU.let’s take a closer look at how
Monday, April 6, 2009
WHAT QUESTIONS DID WE HAVE?
• how many Twitter feeds do we need? (depression, bipolar, MDD)
• what content do we use (already available WC?)
• how do we get followers/who do we want to follow?
• who’s responsible for care and feeding?
• how are we gonna do this (process)?
• what type of stuff should we be tweeting?
• how should we skin it? special design?
• how should we make it interesting, authentic, valuable, yadda yadda?
Monday, April 6, 2009
OUR SOCIAL MEDIA SOUL SEARCHING
benefits of using Twitter to connect with our OrganizedWisdom audience?
Monday, April 6, 2009
WHO IS OUR AUDIENCE?WHAT DO THEY DO?
• “our audience is anyone searching for health information. It is self-segmented by search topic/WC/category. They segment themselves, but if they are searching they are our audience.”
• Quantcast.com for details on current demographics
Monday, April 6, 2009
HEALTH 2.0 = ?
• content+community
• health content = forming partnership, conversation, between patient and provider, or patient and patient, or provider and provider, or well...
• yeah. it’s a community thing
Monday, April 6, 2009
WHAT KIND OF CONTENT?
• where is most need for advocacy - light in the tunnel tweeting?
• mental illness/mood disorders - stigma
• depression does not define you
Monday, April 6, 2009
TO TWEET OR NOT TO TWEET....
first, we aim to reduce stigma attached to living w/conditions. If you’re a cancer survivor, you’re celebrated.
If you’re a survivor of a depressive illness, you’re derided.
Monday, April 6, 2009
DEPRESSION IS A PART OF WHO YOU ARE.
IT DOES NOT DEFINE YOU.
Monday, April 6, 2009
YOUR GOALS. OUR TWITTERFEED.
Monday, April 6, 2009
WHAT I TWEET @POLARWISDOM
• twitter helps reframe healthcare research, news and content in terms of personal, n=1 context
• how does this news/journal article impact me if I have bipolar depression (or know someone who does?)
• what kind of resources are available for caregivers? survivors?
• what is the latest research on medication development, clinical trials, and side effects?
• how do I advocate for myself by learning more about my condition?
Monday, April 6, 2009
“DEPRESSIVE ILLNESSES ARE OFTEN TREATABLE, MANAGEABLE CONDITIONS.
THIS FEED IS ABOUT SELF-FULFILLMENT IN THE FACE OF DEPRESSION -
ABOUT LIVING WITH THE CONDITION RATHER THAN
GIVING IN.”
Monday, April 6, 2009
WE WANT TO ADVOCATE FOR YOUR PERSONAL AND PROFESSIONAL ADVANCEMENT.
DEPRESSIVE DISORDERS ARE MANAGEABLE ILLNESSES FOR 70-90 PERCENT OF PATIENTS.
IT DOESN’T HAVE TO COMPLETELY TAKE OVER YOUR LIFE.
Monday, April 6, 2009
WE ALSO WANT TO GENERATE DISCUSSION.
YOUR EXPERIENCES CAN BE GENERATIVE FOR OTHERS.
WE WANT THIS COMMUNITY TO SUPPORT LIFE GOALS THAT INTEGRATE A
TREATMENT-CENTRIC, RATHER THAN AN ILLNESS-CENTRIC, APPROACH.
Monday, April 6, 2009
YOU CAN ALSO “REQUEST WISDOM”
BY SENDING A DM TO @POLARWISDOM.
OUR PRODUCERS WILL CREATE CONTENT BASED ON YOUR SPECIFIC NEED.
AFTER IT’S APPROVED BY OUR MEDICAL TEAM, WE’LL PUBLISH IT ON @POLARWISDOM.
Monday, April 6, 2009
AND THE PRICE?gratis
Monday, April 6, 2009
WHY USE THE TWITTER COMMUNITY?
Monday, April 6, 2009
SHORT+SWEET
Monday, April 6, 2009
PATIENTS RELATE, IN BRIEF, SUBJECTIVE IMPACT LIVING WITH DEPRESSION
HAS ON LIVES,
Monday, April 6, 2009
PUBLIC+PRIVATE
Monday, April 6, 2009
@POLARWISDOM EMPHASIZES
CONVERSATIONAL ASPECTS OF LIVING
WITH DEPRESSION USING TWITTER, A COMMUNITY FORUM FOR PERSONAL
UPDATES WHICH SUPPORTS RECOGNITION OF THE CATHARTIC EFFECTS OF
TALKING (AND TWEETING) ABOUT LIVING WITH DEPRESSION.
Monday, April 6, 2009
GOOD = ADVOCACY FOR BPD
Monday, April 6, 2009
BETTER = EVIDENCE BASED APPROACH
Monday, April 6, 2009
OUR TWITTER APPROACH MIRRORS THE CLINICAL APPROACH
“BRIEF SOLUTION ORIENTED” TREATMENT -
FOCUSED ON WHAT YOU CAN DO NOW TO
MAKE YOUR LIFE BETTER. Consider real-world, brick and mortar care when designing your social media strategy. Our Twitterfeed @polarwisdom approach (and all our TwitterWisdom accounts in fact) are based on ACTUAL CLINICAL TREATMENT MODALITIES in behavioral health.
cognitive reframing
Monday, April 6, 2009
IN OTHER WORDS...if tweeting about something you’re dealing with helps you get through the day, @polarwisdom wants to help you do that.
Depression tends to be an episodic, isolated illness, with significant time spent alone.
Twitter is a 'safe' at-will forum to share personal, subjective information about living well with depression.
It's experiential narrative, shared, in short, soundbite format.
Journaling, for example, may feel to intense for someone in the throes of mania. A tweet, however, is easy to fire off.
Monday, April 6, 2009
WAIT A MINUTE...this would work for more than just the BPD community, right?
Monday, April 6, 2009
TWITTERWISDOM MISSION
TwitterWisdom is an internal initiative, composed of various condition-specific accounts, to use ‘real time’ social media tool Twitter.com to promote healthy living
by populating a daily tweetstream with news, links, commentary, quizzes, quotes, research, and WisdomCards
Monday, April 6, 2009
2 TYPES OF CONTENTinternal+external
Although Twitter.com may seem like a very broad-spectrum qualitative tool, OrganizedWisdom is a
very metrics-oriented organization.
Our ROWE (all-virtual) work environment means our team is used to communicating very
effectively using social media and web-based tools.
This isn't just a “feel-good, slap up some content”
feed - we have developed quantitative performance metrics for TwitterWisdom.
Monday, April 6, 2009
WHERE TO GET FODDER
• INTERNAL: WisdomCards
• INTERNAL: HealthCenter
• INTERNAL (hot!): quizzes, slideshows, FAQs
• EXTERNAL: Event - staff member attending? livetweeting?
• EXTERNAL: Blogs (also internal)
• EXTERNAL: Tweeted links
• EXTERNAL: News/current events
Monday, April 6, 2009
GREAT, BUT...HOW DO I KNOW WHAT TO TWEET?
Monday, April 6, 2009
5S THEORY OF CONTENT SHARING
• skip = move on to next one
• scan = look for highlights, move on
• stop = thank you for triggering thinking!
• save = and revisit + times in the future
• spread = share it for you
The 5s Theory of Content Sharing.
March 2009 by Rajesh Setty, "Life Beyond Code" blog.
You want to hit the spread - where people are touched "so much they voluntarily spread it for you."
Monday, April 6, 2009
HOW DO WE TRAIN THE TEAM?
• TwitterWisdom FAQs (mission, goals, process) V1.0, 2.0 - composed by Jen McCabe Gorman
• Twitter101 Class (open to anyone in the organization)
• Editorial Calendar review, discussion (monthly phone call, real-time ATM chats as needed, PlanHQ)
• ‘teaching moments’ using Google chat, Twitter, Bitly
• internal team strategy chat; best practices, examples
Monday, April 6, 2009
DEEP DIVE: TWITTERWISDOM
EDITORIAL CALENDAR
Weekly topics that are broad-themed (BPD and pregnancy) are combined with weekly features (for example, Monday’s recurring “things you always wanted to know about” = tyaw2k).
Then we pull content from internal and external sources to generate conversation.
Monday, April 6, 2009
SECRET SAUCE = DPSR METHODOLOGY
• D (data gathering) = reading email, scanning news %
• P (processing) = finding relevant link %
• S (synthesis) = reading the article, thinking about who’s interested in this research, where to post it, do I need it %
• R (redistribution) = tweet the link %Pick a link from your email inbox (say MEDPAGE). Here’s DPSR in action...where do you think you should spend the most and least time?
Monday, April 6, 2009
DPSR PROCESS SPECIFICS =A SNAPSHOT
• select content area (internal/external); Ex = WisdomCard
• post link to target WisdomCard using Bitly - shorten, ‘sandwich’ with commentary
• post follow up comment relating to why WisdomCard is important (weekly editorial issue? hot news? twitter convo?)
• try to find news that supports, questions WisdomCard
• tweet news links (1-10) using Bitly
Monday, April 6, 2009
HOW TO ASSESS UTILITY =QUICK & DIRTY
• if of interest to one of your followers (synthesis), include @name and comment (cc)
• use TwitterSearch keywords for WisdomCard terms to find tweets who may like related tweetstream (follow, address as above)
Monday, April 6, 2009
BEST PRACTICE = QUANT RESULTS
• Dell makes 1M using Twitter...in 18 mos
• Blendtees “Will It Blend?” YouTube campaign drives 5x increase in sales
EBM is all about measuring outcomes. How could a health organization do any different using communication channels? Without quant support you make a weak cases.
Monday, April 6, 2009
BENCHMARKS AND PAA• PAA = pre action assessment (military)
• obvious stats = ‘public face’ - Facebook fans, Twitter followers if you got ‘em, Digg links, existing web traffic/pageviews
• cloudy stats = your ‘kimono’ - SEO rankings, CrunchBase, referrals, customer satisfaction, other biz data
• ROI/benchmarks = what are you using now? pageviews? unique visitors? Goog analytics?
Monday, April 6, 2009
IF YOU’RE INTIMIDATED...default to tweetstream ‘lurking’
Passive ‘monitoring’ of Twitter - failboat. But if you must learn the ropes silently, please do have a plan in place to participate. You’ll be shut out by signing up and not updating.
Monday, April 6, 2009
OUTCOMES = ?engagement metrics. this isn’t rocket science - it’s analytics.
Monday, April 6, 2009
WHAT TO TRACKbasics
Monday, April 6, 2009
OUTCOMES = ENGAGEMENT METRICS
• followers
• DMs
• RTs
• @replies
• PAGEVIEWS
Monday, April 6, 2009
OPEN GOWN = HOW WE SHARE DATA
• first weekly team strategy call of the month EVERYONE gets update on TwitterWisdom
• primary staff member responsible for TwitterWisdom feed(s) shares followers, DMs, RTs, pageviews
• also selected quotes, events, ‘highlights,’ star followers
• ALL ITEMS housed in public, ‘available to all’ working docs hosted in cloud (Google docs)
• anyone can contribute, anyone can take notes, see exec team feedback
Monday, April 6, 2009
YEAH. THAT’S GREAT.
BUT HOW MUCH DOES IT COST?
Monday, April 6, 2009
COST OF DOING BUSINESS:COUNT IT.
• @organizedwisdom we consider social media participation a cost of doing business (part of my job description)
• daily COBD line - organizational goal (1/4) = ‘Traffic & Engagement’
• one primary staffer, support from 3 others (per feed)
Monday, April 6, 2009
WANNA TAKE A PEEK @PRODUCTIVITY?
Ok. I’m sold. I’ll put a team member in charge of tweeting for our org. But how do I measure her performance?
Monday, April 6, 2009
PRODUCTIVITY METRICS
• goal = 50 tweets/week, 10 tweets/day (min)
• goal = 100 new followers/month (min)
• goal = 4k PAGEVIEWS/month (min)
Monday, April 6, 2009
HOLD YOUR BREATH: DEEP DIVE INTO BITLY
Monday, April 6, 2009
THAT’S GREAT. BUT HOW DO YOU
CALCULATE PAGEVIEWS?
Monday, April 6, 2009
‘ABC’ PAGEVIEW CALCULATION
pageviews/visitor(a) x visitors/tweet(b) x tweets/month(c)
Using what you track, manage what you measure!
We track pageviews using Bitly.com and
Monday, April 6, 2009
NOT JUST ABOUT PAGEVIEWS.go for link-love via RTs
Without retweets and conversations, it’s just about slamming your feed with links.
We’re working to lower our ratio of tweets/responses from 10:1 to 3:1.
Monday, April 6, 2009
EASY KEYWORD TRACKING
• Twittersearch/Summize = daily. Org name, staff member(s), org account, keyword
• Google Insights for search = monthly, prior to team call, creating editorial calendar
• Google Trends/Analytics = useful for combo terms, phrases (“organizedwisdom+health2.0+jenmccabegorman”)
Monday, April 6, 2009
MORE FEEDS! NOM NOM NOM
• http://twitter.com/ow_mental_healt (mental health)
• http://twitter.com/owBipolar (bipolar)
• http://owDepression (depression)
• http://twitter.com/owDrugsMeds (drugs/meds)
• http://twitter.com/ow_womens_health (womens health)
We’re also trying automated ‘streaming’ update feeds that autopopulate when new subject-area WCs are published. Shocker - these aren’t nearly as popular; more like
Monday, April 6, 2009
YUM.BUT HOW WILL IT FEED OUR
BOTTOM LINE?Roi. Roi. Roi.
Monday, April 6, 2009
THE REVENUE QUESTION
• how does it make money?
• ads?
• sponsorships?
• paid subs?
We won't be supporting bits or bytes of 'paid' content or ads on @polarwisdom (yet) - although we havenʼt ruled this out. Outside companies don't pay me to tweet.
I tweet for myself @jenmccabegorman and for OrganizedWisdom.com @polarwisdom.
Monday, April 6, 2009
AGAIN - WRONG QUESTION
• pop quiz - which is more important...
• PRICING
• VALUE-GENERATION
Answer = both are vital.
How do you generate value for users, and for the company, using a social media comm channel?
Monday, April 6, 2009
TIED TO ORGANIZEDWISDOM MODEL
• feed, designed by President and cofounder Unity Stoakes, Medical Director Scott Pearlman, and Chief Patient Advocate Jen McCabe Gorman (with team input throughout!) will act as a platform for content within a supportive online community
• we, the company, will collaborate with health and medical organizations interested in supporting the community oriented feed
Monday, April 6, 2009
BUT HOW WILL PEOPLE KNOW WHO ‘WE’ ARE?
• decided NOT to ‘require’ employees to have personal twitterfeeds, so couldn’t use the @naming convention
• use #owfirstname to identify tweets/team member
• harnesses existing Twitter convention of using hashtags to identify events, keywords, etc and track conversations
• @polarwisdom tweets = #owjen, #owemily, #ownicole, #owamy, #owscott
• team members can CHOOSE to share personal tweetstream if they so desire, or keep it separate from ‘pro’ tweeting
Monday, April 6, 2009
LAST GASP OF RESISTANCEbut what if somebody says something BAD about us?!
Monday, April 6, 2009
SWALLOW. DIGEST. RESPOND.love hurts.
so does looking at your org through social media’s collective gaze.
We had a follower @markhawker let us know about a critical blogpost from Highlight Health.com. “OrganizedWisdom: Much Ado About Very Little.”
I emailed our team, with suggested response. Team weighed in. @unitystoakes responded in the comments section. Thanks Twitter, and tweets, for lookin’ out!
Monday, April 6, 2009
BONUS SLIDESfor any docs in the room...or those who love ‘em
Twitter is NOT just for Health 2.0 type companies!
It’s for patients! It’s for providers!
Monday, April 6, 2009
MICHAEL LARA MD=HOW I USE TWITTER
• “I’ve found Twitter to be a useful adjunct to my private practice”
• 3 categories: info collection, info sharing, DIRECT PATIENT CARE
• doc-doc re: non-urgent matters, office staff-patient appt. reminders (gee, that sounds as useful as the Pony Express)
http://mlaramd.typepad.com/michael_lara_md/2009/03/how-physicians-should-use-twitter.html
Monday, April 6, 2009
THE GOOD DOC RE: WHAT NOT TO TWEET
• to communicate directly with patients and their families (what??)
• to communicate re: ‘urgent’ or ‘timely’ matters (wait, can’t I choose the channel that reaches me most quickly?)
• to answer inquiries re: ‘details about patient care’
Monday, April 6, 2009
BUT WAIT - JOHN SHARP SEZ...
• slideshare presentation “Digital Customer”
• healthcare uses for Twitter = “updating families during procedures” (slide 14/33)
• also, “emergency communication”
http://www.slideshare.net/JohnSharp/digital-customer-in-health-care-1198211
Monday, April 6, 2009
SO WHO DO WE BELIEVE?and why does the dichotomy matter?
Monday, April 6, 2009
“EVERYONE SHOULD HAVE A BASIC UNDERSTANDING OF HOW TWITTER WORKS. EVERY TEAM MEMBER, FOR EXAMPLE,
SHOULD UNDERSTAND THE DIFFERENCE
BETWEEN A DIRECT MESSAGE AND THE PUBLIC TIMELINE.
OUR RULE IS TO TWEET ONLY VIA DIRECT
MESSAGES, BUT ASSUME THAT THE TWEET WILL BE ON THE
PUBLIC TIMELINE.”Monday, April 6, 2009
TRANSPARENCY ON TWITTERvia the public timeline
The “Grandma Use” Rule=
If you wouldn’t say it out loud to your grandmother, or a patient’s family member, you probably shouldn’t tweet it.
Monday, April 6, 2009
DO NOT ASSUME ANY TWEETS ARE PRIVATE
DM or no DM...if you remember 2 words about using social media, remember “public domain.”
Your team MUST know the risks and benefits of using a given social media channel.
And your organization MUST have a coherent strategy on transparency of those communicating on these channels.
Monday, April 6, 2009
“ANOTHER TWITTER TENET IS UNDERSTANDING HOW/WHEN KEY TEAM MEMBERS INTEGRATE TWITTER INTO THEIR
WORKDAY.”
CHEWY GOODNESS: DISTRIBUTE TWEETS VIA
TWEETLATER Or schedule them using organizational calendar.
I put hour to tweet an item right onto our TwitterWisdom Editorial Calendar.
Monday, April 6, 2009
WHO’S LISTENING WHEN WE’RE OFF DUTY?
people don’t tweet 24.7. well, cough cough, MOST don’t...
We are NOT treating people on Twitter, nor are we recommending treatment. However, you should give people access to a resource that CAN help treat them (911, suicide helpline, etc).
Monday, April 6, 2009
LET FOLLOWERS KNOW YOUR TWITTER SCHEDULE
via @lizscherer - are you present all the time? Tweet 9-5, M-F?
After Liz gave this feedback at HealthCampPhiladelphia, that same Friday we started letting tweets know who was on ‘weekend on call’ and how to reach us (via email).
Monday, April 6, 2009
AND THEY ALL LIVED HEALTHILY EVER AFTER.
not quite. but this should be the goal of social media for health.
Monday, April 6, 2009
This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0 Unported License.
To view a copy of this license, visit:
http://creativecommons.org/licenses/by-nc-sa/3.0/
Or send a letter to:Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
Monday, April 6, 2009
NICE TO TWEET [email protected]; (w3rk)
[email protected]; (lif3)LinkedIn: http://www.linkedin.com/in/jenmccabegorman
301.904.5136 (m0bil3)
Monday, April 6, 2009
STAY TUNED...for more on analyzing efficacy, ROI, and tweetstream/pageview
conversion analysis via TwitterWisdom.
Monday, April 6, 2009