Meet @polarwisdom

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A ground zero glance at building the first condition-specific, collaborative advocacy Twitter feed. …

A ground zero glance at building the first condition-specific, collaborative advocacy Twitter feed.

An OrganizedWisdom Health project.

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  • 1. MEET @POLARWISDOM a ground zero glance at building the first condition-specific, collaborative advocacy Twitter feed an OrganizedWisdom Health project
  • 2. METHODOLOGY, DECK: JEN MCCABE GORMAN • Chief Patient Advocate, OrganizedWisdom Health • Cofounder, NextHealth (NL) • Medical Education Evolution (Ning) • Tweet all about it
  • 3. THE FINE PRINT CreativeCommons Attribution = but you must attribute: Jen McCabe • • Noncommercial-Share Alike 3.0 Gorman, OrganizedWisdom Health, Unported 2009 this means you can share it...(copy, if you alter, transform, or build on this, • • distribute and transmit and remix it) MUST distribute under same/similar license for NONCOMMERCIAL purposes • (shared for the greater good people, questions? • don’t you feel all warm and fuzzy?) jmccabegorman@organizedwisdom.com
  • 4. “WHAT ARE THE BENEFITS OF SOCIAL MEDIA FOR HEALTH?” if you’re asking yourself this question, your social media efforts are destined to fail...
  • 5. 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?) •
  • 6. HOW TO FIND YOUR SOCIAL MEDIA HOME 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! 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’ •
  • 7. ALSO ASK YOURSELF... engage across professional forcefields? 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)
  • 8. 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.
  • 9. OUR ‘PREHISTORIC’ STRAGEGY launch “PolarWisdom” 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 looked to recruit external doc; decided to go with our Medical Director • Scott Pearlman, MD after action review = ask Twitter community for feedback •
  • 10. WHAT WILL IT DO? “You’ll be able to read the latest doc-reviewed search results from OrganizedWisdom Health related to depression, but you’ll also be able to take quizzes and share other resources.”
  • 11. @POLARWISDOM 0-400 followers in less than 8 weeks
  • 12. NICE TO TWEET YOU. let’s take a closer look at how
  • 13. 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? •
  • 14. OUR SOCIAL MEDIA SOUL SEARCHING benefits of using Twitter to connect with our OrganizedWisdom audience?
  • 15. 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 •
  • 16. 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 •
  • 17. 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 •
  • 18. 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.
  • 19. DEPRESSION IS A PART OF WHO YOU ARE. IT DOES NOT DEFINE YOU.
  • 20. YOUR GOALS. OUR TWITTERFEED.
  • 21. 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? •
  • 22. “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.”
  • 23. 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.
  • 24. 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.
  • 25. YOU CAN ALSO “REQUEST WISDOM” BY SENDING A DM TO @POLARWISDOM. OUR GUIDES WILL HAND CRAFT A SEARCH RESULT BASED ON YOUR SPECIFIC NEED. AFTER IT’S APPROVED BY OUR MEDICAL TEAM, WE’LL PUBLISH IT ON @POLARWISDOM.
  • 26. AND THE PRICE? gratis
  • 27. WHY USE THE TWITTER COMMUNITY?
  • 28. SHORT+SWEET
  • 29. PATIENTS RELATE, IN BRIEF, SUBJECTIVE IMPACT LIVING WITH DEPRESSION HAS ON LIVES,
  • 30. PUBLIC+PRIVATE
  • 31. @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.
  • 32. GOOD = ADVOCACY FOR BPD
  • 33. BETTER = EVIDENCE BASED APPROACH
  • 34. cognitive reframing 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.
  • 35. 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. IN OTHER WORDS... if tweeting about something you’re dealing with helps you get through the day, @polarwisdom wants to help you do that.
  • 36. WAIT A MINUTE... this would work for more than just the BPD community, right?
  • 37. 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
  • 38. 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. 2 TYPES OF CONTENT internal+external
  • 39. 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 •
  • 40. GREAT, BUT... HOW DO I KNOW WHAT TO TWEET?
  • 41. 5S THEORY OF CONTENT SHARING skip = move on to next one • The 5s Theory of Content Sharing. March 2009 by Rajesh Setty, quot;Life Beyond Codequot; blog. scan = look for highlights, move on • You want to hit the spread - where people are touched quot;so much they voluntarily spread it for you.quot; stop = thank you for triggering thinking! • save = and revisit + times in the future • spread = share it for you •
  • 42. 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 •    
  • 43. 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. DEEP DIVE: TWITTERWISDOM EDITORIAL CALENDAR
  • 44. 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 % Pick a link from your R (redistribution) = tweet the link % • email inbox (say MEDPAGE). Here’s DPSR in action...where do you think you should spend the most and least time?
  • 45. 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 •
  • 46. 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)
  • 47. 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.
  • 48. 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?
  • 49. 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. IF YOU’RE INTIMIDATED... default to tweetstream ‘lurking’
  • 50. OUTCOMES = ? engagement metrics. this isn’t rocket science - it’s analytics.
  • 51. WHAT TO TRACK basics
  • 52. OUTCOMES = ENGAGEMENT METRICS • followers • DMs • RTs • @replies • PAGEVIEWS
  • 53. OPEN GOWN = HOW WE SHARE DATA • first weekly team strategy • alsoselected quotes, events, call of the month ‘highlights,’ star followers EVERYONE gets update on • ALL ITEMS housed in TwitterWisdom public, ‘available to all’ primary staff member working docs hosted in • responsible for cloud (Google docs) TwitterWisdom feed(s) • anyonecan contribute, shares followers, DMs, RTs, anyone can take notes, see pageviews exec team feedback
  • 54. YEAH. THAT’S GREAT. BUT HOW MUCH DOES IT COST?
  • 55. 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) •
  • 56. Ok. I’m sold. I’ll put a team member in charge of t weeting for our org. But how do I measure her performance? WANNA TAKE A PEEK @PRODUCTIVITY?
  • 57. PRODUCTIVITY METRICS goal = 50 tweets/week, 10 tweets/day (min) • goal = 100 new followers/month (min) • goal = 4k PAGEVIEWS/month (min) •
  • 58. HOLD YOUR BREATH: DEEP DIVE INTO BITLY
  • 59. THAT’S GREAT. BUT HOW DO YOU CALCULATE PAGEVIEWS?
  • 60. Using what you track, manage what you measure! We track pageviews using Bitly.com and ‘ABC’ PAGEVIEW CALCULATION pageviews/visitor(a) x visitors/tweet(b) x tweets/month(c)
  • 61. Without ret weets and conversations, it’s just about slamming your feed with links. We’re working to lower our ratio of t weets/ responses from 10:1 to 3:1. NOT JUST ABOUT PAGEVIEWS. go for link-love via RTs
  • 62. 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”)
  • 63. MORE FEEDS! NOM NOM NOM http://twitter.com/ow_mental_healt (mental health) • http://twitter.com/owBipolar (bipolar) • We’re also trying automated ‘s treaming’ update feeds that autopopulate when new http://owDepression (depression) • subject-area WCs are published. Shocker - these aren’t nearly as popular; more like http://twitter.com/owDrugsMeds (drugs/meds) • http://twitter.com/ow_womens_health (womens health) •
  • 64. YUM. BUT HOW WILL IT FEED OUR BOTTOM LINE? Roi. Roi. Roi.
  • 65. THE REVENUE QUESTION 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. how does it make money? • I tweet for myself @jenmccabegorman and for OrganizedWisdom.com @polarwisdom. ads? • sponsorships? • paid subs? •
  • 66. AGAIN - WRONG QUESTION Answer = both are vital. How do you generate value for users, and for the company, using a pop quiz - which is more important... • social media comm channel? PRICING • VALUE-GENERATION •
  • 67. TIED TO ORGANIZEDWISDOM MODEL feed, designed by President and cofounder Unity Stoakes, Medical • Director Scott Pearlman, MD, 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
  • 68. BUT HOW WILL PEOPLE KNOW WHO ‘WE’ ARE? decided NOT to ‘require’ employees to use 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
  • 69. LAST GASP OF RESISTANCE but what if somebody says something BAD about us?!
  • 70. SWALLOW. DIGEST. RESPOND. love hurts. so does looking at your org through social media’s collective gaze.
  • 71. Twitter is NOT just for Health 2.0 type companies! It’s for patients! It’s for providers! BONUS SLIDES for any docs in the room...or those who love ‘em
  • 72. MICHAEL LARA MD= HOW I USE TWITTER http:// mlaramd.typepad.com/ michael_lara_md/ 2009/03/how-physicians- should-use-twitter.html “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)
  • 73. 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’ •
  • 74. BUT WAIT - JOHN SHARP SEZ... http:// www.slideshare.net/ JohnSharp/digital- customer-in-health- care-1198211 slideshare presentation “Digital Customer” • healthcare uses for Twitter = “updating families during • procedures” (slide 14/33) also, “emergency communication” •
  • 75. SO WHO DO WE BELIEVE? and why does the dichotomy matter?
  • 76. “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 BUT ASSUME THAT THE MESSAGES, TWEET WILL BE ON THE PUBLIC TIMELINE.”
  • 77. 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 t weet it. TRANSPARENCY ON TWITTER via the public timeline
  • 78. 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. DO NOT ASSUME ANY TWEETS ARE PRIVATE DM or no DM...if you remember 2 words about using social media, remember “public domain.”
  • 79. “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 t weet an item right onto our TwitterWisdom Editorial Calendar.
  • 80. 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).
  • 81. After Liz gave this feedback at HealthCampPhiladelphia, that same Friday we started letting t weets know who was on ‘weekend on call’ and how to reach us (via email). LET FOLLOWERS KNOW YOUR TWITTER SCHEDULE via @lizscherer - are you present all the time? Tweet 9-5, M-F?
  • 82. AND THEY ALL LIVED HEALTHILY EVER AFTER. not quite. but this should be the goal of social media for health.
  • 83. 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.
  • 84. NICE TO TWEET YOU jmccabegorman@organizedwisdom.com; (w3rk) @jenccabegorman jennifermccabegorman@yahoo.com; (lif3) LinkedIn: http://www.linkedin.com/in/jenmccabegorman
  • 85. STAY TUNED... for more on analyzing efficacy, ROI, and tweetstream/pageview conversion analysis via TwitterWisdom.