VHSMPR Keynote


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Geoff Livingston's keynote presentation given to the VHSMPR on September 18 focused on social media, H1N1, and public health 2.0.

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  • Where did we go looking for info? Trade and consumer/daily news Secondary research from travel industries, tourism boards, etc. Air NZ documents and Web sites Conducted lifestyle/lifestage research into macrotrends, emotional drivers and behavioral markers of Boomers, GLBT and other key audiences Several travel agents in LA (including some who wouldn’t talk!) Iconoculture Travel Analyst Kate Muhl Debbie Iannaci, Amadeus North America Jose Lima, head of City of Bal Harbour, Fla. Tourism (formerly head of gay tourism programs for Miami CVB), Tom Roth, president of Community Marketing Inc. (a gay and lesbian travel specialty marketing firm that does the annual LGBT Travel Survey) Tim Brown, member of New Zealand national football team (the All Whites) and midfielder for Wellington Phoenix FC in the A-League (former CRT/t employee)
  • Capes and quals. Live Earth CT Health Foundation Ford Network Solutions United Way ChildFund International Environmental Defense Fund Consumer Electronics Association Goodwill SeaWorld Save Darfur Philanthropy 2.0 Project Charles Schwab
  • Discussion of Word of Mouth
  • Crisis comms principles. Fighting hearsay, backlash in situations. Dr. Joe Bresee of the CDC Influenza Division
  • Discussion H1N1, how orgs are using it for prevention, & immunization in general
  • Local and physical meetups Cali and Colorado efforts
  • Think Liquid! Social media properties change over time AOL Friendster MySpace Blogs Current hot “shiny” properties Twitter Facebook iPhone applications Properties here to stay: YouTube Facebook LinkedIn Twitter?
  • VHSMPR Keynote

    1. 1. Social Media and Public Health Presented by CRT/tanaka September 18, 2009
    2. 2. Qualifying Briefly
    3. 3. How Ideas Are Spread Image: I love the idea by apesara http://www.flickr.com/photos/apesara/2499666202/
    4. 4. whatcanbe: Social Media Can Foster Better Public Health Image by HVNLY: http://www.flickr.com/photos/hvnlydlite/276886166/
    5. 5. A Public Health Crisis: H1N1 Image via Huffington Post
    6. 6. Chatter
    7. 7. Examples of Chatter
    8. 8. Examples of Chatter <ul><li>“ H1N1 flu? Wow. All that pork infecting people.” </li></ul><ul><li>“ Pigs are the reason for H1N1 flu, don’t eat pork.” </li></ul><ul><li>“ U can’t get H1N1 flu from eating pork. Eatup. Regardless of epidemic.” </li></ul><ul><li>Source: Steve Radick, http://tinyurl.com/ogoo9e </li></ul>
    9. 9. Factual Response Combats Echo Chamber Chatter
    10. 10. H1N1 Vaccination Conversation
    11. 11. Public Health 2.0: Great Hope Is Prevention
    12. 12. On a Local Level, Social Community Gets Even Tighter
    13. 13. Great Barriers To Adoption Image takomabibelot: http://www.flickr.com/photos/takomabibelot/2891410941/
    14. 14. Cultural Barriers <ul><li>Control </li></ul><ul><li>Siloed department structures </li></ul><ul><li>Use of traditional media, and how that stops health organizations from integrating social (example: email) </li></ul><ul><li>Federal regulations & malpractice </li></ul><ul><li>Publishing content and the processes used to vet that information </li></ul><ul><li>Processes work against public conversations, transparency </li></ul><ul><li>Reward systems don’t encourage participation </li></ul><ul><li>IT and Internet access policies </li></ul>Silo by Eirik Krief
    15. 15. Grasping the Moving Media Environment
    16. 16. Social Media = Communities of People
    17. 17. Seven Community Principles <ul><li>Give up control of the message </li></ul><ul><li>Honesty, ethics and transparency </li></ul><ul><li>Participation is marketing </li></ul><ul><li>Audiences versus communities </li></ul><ul><li>Strategy: Build value </li></ul><ul><li>Create fantastic content </li></ul><ul><li>Manage your media forms </li></ul><ul><li>Full write-up at tinyurl.com/2ax5d3 </li></ul>
    18. 18. The Table Has Turned
    19. 19. Principles to Migrate Towards <ul><li>Embrace the fact that every doctor, nurse, candystriper, janitor, etc. could be a content creator </li></ul><ul><li>Guidelines for all staff on how & when to use information tools </li></ul><ul><li>Provide a policy of embracing prevention & family welfare, use social to achieve larger objectives </li></ul><ul><li>Demonstrate how information can help and hurt the hospital or organization </li></ul><ul><li>Understand that the public expects some levels of transparency, particularly with loved ones. Disappearing is not the right answer </li></ul><ul><li>Instead of controlling the content and messaging, foster other non medical staff conversations </li></ul><ul><li>Create private and safe environments for dialogue and feedback </li></ul>
    20. 20. Questions? <ul><li>Thank you! </li></ul>