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Social media vs health:Is it bad, doctor?
Clo Willaerts (@bnox)VAKA, 28/09/2011
Business book
Versions:• The Conversity Model
Het Conversity Model
• ePub, Kindle
Publishers:• Lannoo Campus (BE)
• Spectrum (NL)
• Amazon.com/co.uk
YouTube: first impression
How-to videos
Activism
YouTube in Belgium
Why use YouTube?
1) excellent for SEO purposes
2) strong branding capabilities
3) responding to customer complaints
Twitter: first impression
Why use Twitter?
1) customer communication: monitoring & managing conversations
2) brand exposure: impact is = what you can get others to say about you
Twitter users
case: @de_apotheker
LinkedIn: first impression
Why use LinkedIn?
1) profile: great for personal branding & vanity searches
2) groups: position yourself as an expert
3) company profiles: employer branding & hiring
Profile completeness
Company Profile
LinkedIn Groups
Facebook: first impression
Facebook in Belgium
Users: 4 357 480
UV/mo: 6,2M
Why use Facebook?
1) customer communication: social interaction, customer feedback
2) brand exposure: brands ecosystem
3) traffic to your website (limited effect)
Personal profile
Privacy settings & friend lists
Business pages & Edgerank
Life streaming
Robbie McEwen's elbow on Twitter
My leg on Twitter
Self tracking: peer pressure
Self tracking: find patterns (bigpharma apps)
iManage Migraine: US app for migraine sufferers that includes a patient diary, educational elements and analytical tools for the patient and their
doctor to better understand the information entered into the diary.
Tactic: niche health communities
Tactic: niche health communities
Information: Kim Kardashian's psoriasis
Information: Google Flu Trends
Information: info hunger
83% already used the internet to look for information on health related topics
95% search engine – Google !
36% Wikipedia
And less ... 5% pharmaceutical sites
61% of online patients active on Social Networks
33% read about their disease on communitiesSource: Health Study 2010 Insites Consulting
Health info(source: Pew Internet)
Self diagnosis
Peer opinions: Facebook
Peer opinions: Twitter
Tactic: trusted filter
Final tips
1) be findable
2) be likeable
3) be shareable
Keep learning:conversity.be/blog
