overview presentation on how tph can leverage social media for research and communications
- 1. Health Care Tool box(Embracing Web 2.0)
2. It used to be that new media was an after-thought in the
research space as 3. Communications were pretty simple 4. as we
were a paper driven society 5. ... And then things changed 6. and
became abit more complicated 7. 8. The world is in the middle of an
ongoing conversation .A marketers challenge and job is to enter
that conversation and when you do join in, you had better be
prepared to add value .John D Hayes CMO American Express 9. 10.
Today you will learn how to extend the conversation and leverage
the power of web 2.0 & social media to educate, engage and
track public perceptions on health related topics 11. Before you
can add value and extend the conversation, there a few things you
should know 12. 13. Agenda
- Introduction to Web 2.0 & Social Media
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- Canadian Interactive stats
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- Introductions to the tools and definition
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- Using social media as a research and broadcast channel
- Tracking public perceptions usingsocial media
14. The Canadian Interactive landscape
- Canadians are the second most engaged country online with an
average of 43 hours / month spent online.
- 4,000 more page views per month than any other country
- 23 million online users in Canada
- 61% of those aged 55+ have been online
15. What is social media? 16. Its not about the online tools 17.
Its not about you broadcasting your message to the masses either
18. Social media is about creatinga 2-way conversation 19. using
the tools 20. Join the conversation with:
21. Social media in Canada starts with 22. Canadian Facebook
Stats
- 4 thmost visited site in the world
- #1 photo sharing site on the web
- Canada is second largest network in the World!
- 13.5 billion page views monthly
- 75% of users visit at least once a day!
- 2.6 average visits per visitor per day
- 29.8 minutes per visitor per day
23. 24.
- Build groups or fan pages to build awareness over topics and
facilitate consumer research
- Participate in discussions in other groups and fan pages
- Use facebook social ads to drive people to your page
- Your facebook page / group may become more important than your
website and other traditional channels
What this means to you 25. friendor foe? 26.
- Was the social media story of 2008
- Over 600% growth last year
- # tags now common for all events
- 100s of tools / app for mobile and desktop using free API
27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. Twummary
- If facebook is for people you already know, twitter is for
people youd like to get to know better
- Twitter # tags are being used for all life events business and
personal
- Critical mass is being reached
- Free tools allow you to manage / track brand messaging and
reputation
- Free tools allow you to engage with your target market before,
during, and after an event (or press release)
- Can be used as a broadcast channel when quick or urgent
messages need to get out to the public
39. 40. Leveraging social media to track public perception on
health topics 41. 42. Get yourself a feed aggregator 43.
Translation for you
- You can syndicate / broadcast content on the web separate from
your own website
- Easy to track and monitor multiple sites and blogs with
reader
- Give people a compelling reason to click through to your
site
- Self-subscribe to keep on top of industry news and trends
44. Social bookmarking 45. Social BookmarkinginPlain English 46.
47. 48. Translation for You
- Easy (and free) to add to any web property you own or
control
- Great way to amplify word of mouth
- Becoming more important that search for many
- Makes your site more social and findable
- Its like having your friends pre-filter your google
searches
49. Conclusions
- Social Media (or web 2.0) isnt one thing.. Its an ongoing and
evolving conversation online where the user now has more control
than ever
- Web 2.0 & Social Media are data rich channels for consumer
and industry research
- You can leverage the tools to promote programs and modify
behaviours over time by engaging people directly
50. Where do you start?
- Facebook page to promote & build awareness (or start
monitoring groups)
- Sign up for your own Twitter account!
- RSS news aggregator to track the industry and the general
public through blogs and news sites
51. The future
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- http:// www.youtube.com/watch?v =xj8ZadKgdC0
52. Lets continue the conversation Email: [email_address] Voice
or SMS to 416-729-4268 LinkedIn profile:http://
www.linkedin.com/in/phryl Follow me on Twitter:http://
www.twitter.com/phryl Follow my Mobile & Interactive marketing
blog: http:// www.burningthebacon.com http://
m.burningthebacon.com(mobile version) Check out other contributions
at:http:// www.onedegree.ca http:// www.canadianmarketingblog.com /
Phil Barrett (.mobi)