Building Communities of Shared Interest: Pelvic Health Conference 2013 Presentation


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Dan Dunlop's presentation from the 2013 Pelvic Health Conference. The subject of the presentation was "Using blogs and social media to build communities of shared interest."

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  • Building Communities of Shared Interest: Pelvic Health Conference 2013 Presentation

    1. 1. BuildingCommunitywith Blogs &Social MediaDan Dunlop, Jennings 1
    2. 2. Moving From Superficial To Meaningful Audience engagement through communities of shared interest. How do you act in a community? What are the benefits of a community? What do you expect from a community? 2
    3. 3. Is there a market forconsumer engagementaround health issues? 3
    4. 4. The DataAccording to Pew Internet Research,80% of women on-line are seekinghealth information for themselves orthose they care for. However, researchshows only 66% of women believehealth care marketers understand them. 4
    5. 5. A Higher Level of Engagement“Women have multidimensional roles that make marketing to the 50-plus woman especially complex, unless you dig deeper and recognize what’s truly motivating her."Carol Osborn, PhD, Co-author of Vibrant Nation:What Women 50+ Know, Think, Do and Buy 5
    6. 6. The Role of Community“As long as women feel safe in acommunity, they will feel free to expresstheir personal viewpoints which addsauthenticity and attracts other women ‘likethem’, increasing a community’s value,”Toby Bloomberg, Founder of the Diva Marketing Blogand recognized by Forbes as a top social media blogger. 6
    7. 7. Changing Marketing Environment End of One-Size-Fits-All Marketing – we are speaking to communities of shared interest Social media platforms as strategic tools - targeted, meaningful Rise of the ePatient Changing consumer expectations 7
    8. 8. What should you expectfrom your marketing team? 8
    9. 9. Community Building Marketing as Community Building  Fundamental Change: teller… Fro m Story …to com munity builder & facilitato r… …and c on t ent s rs /curator g enerato 9
    10. 10. Community Building Marketing “with” Women  Rethink what you think you know about marketing and advertising  Market “with” rather than market “to”  Engage and allow for conversation  Communicate shared values  Must feel authentic  Provide value via the relationship  How do you enrich her life?  Sense of community - belonging 10
    11. 11. Social Networks & Psychology Supreme community building tools The psychology of social networking: 11
    12. 12. Hive Marketing Brings together individuals with a shared interest (moms, for example) Allow them to share their passion Feed them info that confirms their decision to support the brand Give them a forum to express their support Activating them when needed 12
    13. 13. A tool your marketers need to use: 13
    14. 14. Community Allows You To LearnFrom Your Constituents; these are listening and learning platforms.
    15. 15. Important Vehicle for Segmenting Your Audiences You are not speaking to a homogenous group Engage segments of your customer base by creating vehicles that speak to them specifically “Social media will prove to be the nail in the coffin of the one-size-fits-all customer experience model.” Robert Wollan & Nick Smith Mommy blog, dad blogs, women’s blog… 15
    16. 16. The Case for Segmented Social Media What’s more likely to encourage engagement?  Hospital’s main Facebook page  Dedicated Facebook page for women’s health issues, pelvic health or pelvic floor disorders  Same has proven to be true for cancer patients and bariatric patients 16
    17. 17. This is Every Hospital 17
    18. 18. Their Facebook Page:Not About Pelvic Health 18
    19. 19. Blogs as Community-Building Tools
    20. 20. Every Woman Blog 27,000 visits last year (first full year) 518 comments 247 posts to date 21
    21. 21. Video: The Motivation Behind The Trend
    22. 22. Video: The Motivation Behind The Trend
    23. 23. 24
    24. 24. Signature Moms Blog 42,010 visits in 2012 73,000 visits since inception 1,425 subscribers added in 2012 25
    25. 25. El Camino Hospital Pelvic Health
    26. 26. Patient Blogs: High PointRegional Health System 29
    27. 27. Are there women who would be interested in blogging about their experiences with your organization? 30
    28. 28. Getting Started Considerations when starting a blog:  The more the merrier!  Use the Swedish Medical Center model: physicians, nurses, allied health professionals, patients and family.  Work to build community among your bloggers: blogger events, social media training, etc. 31
    29. 29. Conversations aretaking place with or without us 32
    30. 30. 3,000+ Blogs; 55 million readers
    31. 31. Connecting on a Human Level 39
    32. 32. Tragic & All Too Common
    33. 33. 43
    34. 34. Video.Connect on a human level.
    35. 35. Signature Physicians Dr. Tutasi Waters Dr. Katrice Larece Dr. Rosa Bermudez Emmanuelli Compilation Video 47
    37. 37. Creating Your Own Community Private Facebook Groups Ning Start your own group on a platform like Microsoft’s SharePoint 57
    38. 38. My Ning Community 58
    39. 39. Cross Promote Your Community First, manage expectations. Slow growth is normal. Tools for cross promoting your community:  Website  Social media platforms  Signage within your facility!  Handouts for patients  QR codes in your exam rooms. 59
    40. 40. Community Lifecycle Inception/Initiation  Invite members to join  Help to initiate and sustain discussions  Encourage habit of visiting the site frequently to keep up with conversations  Invest time in building relationships with members Establishment  Supply regular stream of content  Facilitate conversation  Organize events and interaction  Resolve conflict  Community-building tactics 60
    41. 41. Community Lifecycle Maturity  Provide focus and direction  Promote the community within its sector  Set growth and retention goals  Set ongoing goals and visions for the community Self-Sustaining/Mitosis  If the audience is large enough, begin investigating the establishment of sub-groups  Train leaders of sub-groups  Promote and support sub-groups 61 Source: FeverBee
    42. 42. Remember the Hive Attract people with shared interests Make them feel welcome Encourage them to tell their stories and interact Feed their interest with good information Position your organization as a resource with a shared passion for the subject Let them become your ambassadors, telling your story and inviting others to the hive. 62
    43. 43.  Dan Dunlop, Jennings   Twitter: @dandunlop & @JenningsHealth  Linkedin:  Blog: