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MEET @POLARWISDOM
         a ground zero glance at building the
         first condition-specific, collaborative
           ...
METHODOLOGY, DECK:

                        JEN MCCABE GORMAN
      • Chief  Patient Advocate,
          OrganizedWisdom H...
THE FINE PRINT
    • CreativeCommons                    • butyou must attribute: Jen
        Attribution =                ...
“WHAT ARE THE BENEFITS OF
     SOCIAL MEDIA FOR HEALTH?”
     if you’re asking yourself this question, your social
       ...
THE RIGHT QUESTION(S)
   • what    are the benefits of a SPECIFIC SOCIAL MEDIA tool/site/
       service for the health of ...
HOW TO FIND YOUR SOCIAL                        Don’t assume you know how users/


             MEDIA HOME                 ...
ALSO ASK YOURSELF...
                                      engage across professional forcefields?



    • how    does X s...
OBLIGATORY
                        GENERALIZATION
    • Health    and medical ‘tweets (people who use Twitter regularly)
 ...
OUR ‘PREHISTORIC’ STRAGEGY
    • launch “PolarityWisdom” feed              (1.15.09) - begin tweeting (Jen
        +Emily)...
WHAT WILL IT DO?
        “You’ll be able to read the latest doc-reviewed content from
         OrganizedWisdom Health rela...
@POLARWISDOM
                        0-400 followers in less than 8 weeks




Monday, April 6, 2009
NICE TO TWEET YOU.
                          let’s take a closer look at how




Monday, April 6, 2009
WHAT QUESTIONS DID WE
                  HAVE?
       how many Twitter feeds do we need? (depression, bipolar, MDD)
  •


 ...
OUR SOCIAL MEDIA SOUL
                    SEARCHING
                    benefits of using Twitter to connect with our
     ...
WHO IS OUR AUDIENCE?
                   WHAT DO THEY DO?
    • “our    audience is anyone searching for health information...
HEALTH 2.0 = ?
    • content+community

    • health   content = forming partnership, conversation, between
        patien...
WHAT KIND OF CONTENT?


    • where             is most need for advocacy - light in the tunnel tweeting?

    • mental   ...
TO TWEET OR NOT TO
                             TWEET....
      first, we aim to reduce stigma attached to living w/conditi...
DEPRESSION IS A PART OF
                    WHO YOU ARE.
                IT DOES NOT DEFINE
                         YOU.
...
YOUR GOALS.
                        OUR TWITTERFEED.



Monday, April 6, 2009
WHAT I TWEET
                              @POLARWISDOM
    • twitter  helps reframe healthcare research, news and content...
“DEPRESSIVE ILLNESSES ARE OFTEN TREATABLE,
                                MANAGEABLE CONDITIONS.

        THIS FEED IS AB...
WE WANT TO ADVOCATE FOR YOUR PERSONAL AND
                  PROFESSIONAL ADVANCEMENT.
     DEPRESSIVE DISORDERS ARE MANAGE...
WE ALSO WANT TO GENERATE DISCUSSION.

            YOUR EXPERIENCES CAN BE GENERATIVE FOR OTHERS.

                  WE WAN...
YOU CAN ALSO “REQUEST
                     WISDOM”
                BY SENDING A DM TO
                  @POLARWISDOM.
    ...
AND THE PRICE?
                             gratis




Monday, April 6, 2009
WHY USE THE
                        TWITTER COMMUNITY?



Monday, April 6, 2009
SHORT+SWEET




Monday, April 6, 2009
PATIENTS RELATE, IN BRIEF,
                SUBJECTIVE IMPACT
                LIVING WITH DEPRESSION
                     H...
PUBLIC+PRIVATE




Monday, April 6, 2009
@POLARWISDOM EMPHASIZES
        CONVERSATIONAL ASPECTS OF LIVING
       WITH DEPRESSION USING TWITTER,
      A COMMUNITY F...
GOOD = ADVOCACY FOR
                      BPD



Monday, April 6, 2009
BETTER = EVIDENCE BASED
                   APPROACH



Monday, April 6, 2009
cognitive
                                          reframing




             OUR TWITTER APPROACH MIRRORS
              ...
Depression tends to be an episodic,
                                                        isolated illness, with signific...
WAIT A MINUTE...
       this would work for more than just the BPD community, right?




Monday, April 6, 2009
TWITTERWISDOM MISSION
         TwitterWisdom is an internal initiative, composed of
     various condition-specific account...
Although Twitter.com may seem like a very broad-
                                                  spectrum qualitative to...
WHERE TO GET FODDER
    • INTERNAL: WisdomCards

    • INTERNAL: HealthCenter

    • INTERNAL          (hot!): quizzes, sl...
GREAT, BUT...
                        HOW DO I KNOW
                        WHAT TO TWEET?



Monday, April 6, 2009
5S THEORY OF
                           CONTENT SHARING
    • skip          = move on to next one                      The...
HOW DO WE TRAIN THE
                         TEAM?
    • TwitterWisdom   FAQs (mission, goals, process) V1.0, 2.0 -
      ...
Weekly topics that are broad-themed (BPD
                        and pregnancy) are combined with weekly
                 ...
SECRET SAUCE =
                        DPSR METHODOLOGY
                   (data gathering) = reading email, scanning news...
DPSR PROCESS SPECIFICS =
                   A SNAPSHOT
    • select            content area (internal/external); Ex = Wisd...
HOW TO ASSESS UTILITY =
                 QUICK & DIRTY
    • if of interest to one of your followers (synthesis), include
...
BEST PRACTICE = QUANT
                        RESULTS

  • Dell           makes 1M using Twitter...in 18 mos

  • Blendtee...
BENCHMARKS AND PAA
    • PAA               = pre action assessment (military)

    • obvious    stats = ‘public face’ - Fa...
Passive ‘monitoring’ of
                                                               Twitter - failboat. But if
        ...
OUTCOMES = ?
            engagement metrics. this isn’t rocket science - it’s analytics.




Monday, April 6, 2009
WHAT TO TRACK
                             basics




Monday, April 6, 2009
OUTCOMES = ENGAGEMENT
            METRICS
    • followers

    • DMs

    • RTs

    • @replies

    • PAGEVIEWS




Monda...
OPEN GOWN =
                        HOW WE SHARE DATA
             • first    weekly team strategy    • alsoselected quotes...
YEAH.
                    THAT’S GREAT.
               BUT HOW MUCH DOES IT
                      COST?



Monday, April 6...
COST OF DOING BUSINESS:
                 COUNT IT.
    • @organizedwisdom      we consider social media participation a
  ...
Ok. I’m sold. I’ll put a
                                       team member in charge
                                    ...
PRODUCTIVITY METRICS
                                 = 50 tweets/week, 10 tweets/day (min)
                        • goal...
HOLD YOUR BREATH:
           DEEP DIVE INTO BITLY



Monday, April 6, 2009
THAT’S GREAT.
                        BUT HOW DO YOU
                          CALCULATE
                         PAGEVIEW...
Using what you
                                                           track, manage what
                             ...
Without ret weets and
                                                   conversations, it’s just
                        ...
EASY KEYWORD TRACKING
    • Twittersearch/Summize      = daily. Org name, staff member(s),
        org account, keyword

 ...
MORE FEEDS!
                        NOM NOM NOM
    • http://twitter.com/ow_mental_healt    (mental health)

    • http://...
YUM.
       BUT HOW WILL IT FEED OUR
             BOTTOM LINE?
                        Roi. Roi. Roi.




Monday, April 6,...
THE REVENUE QUESTION
                                              We won't be supporting bits or bytes of
               ...
AGAIN - WRONG QUESTION
                                                            Answer = both are vital.

             ...
TIED TO
     ORGANIZEDWISDOM MODEL
    • feed, designed   by President and cofounder Unity Stoakes,
        Medical Direct...
BUT HOW WILL PEOPLE
                        KNOW WHO ‘WE’ ARE?
    • decided    NOT to ‘require’ employees to have persona...
LAST GASP OF RESISTANCE
                  but what if somebody says something BAD about us?!




Monday, April 6, 2009
I emailed our team, with
         suggested response. Team                          We had a follower
         weighed in....
Twitter is NOT just for
                                                                 Health 2.0 type
                 ...
MICHAEL LARA MD=
                        HOW I USE TWITTER
                                                              h...
THE GOOD DOC RE: WHAT
                NOT TO TWEET

    • to  communicate directly with patients and their families
      ...
BUT WAIT - JOHN SHARP
                           SEZ...                          http://
                                 ...
SO WHO DO WE BELIEVE?
                        and why does the dichotomy matter?




Monday, April 6, 2009
“EVERYONE SHOULD HAVE A
     BASIC UNDERSTANDING OF HOW TWITTER
     WORKS. EVERY TEAM MEMBER, FOR EXAMPLE,
      SHOULD U...
The “Grandma Use” Rule=

                                                  If you wouldn’t say it out
                    ...
Your team MUST know the
                                                      risks and benefits of using a
               ...
“ANOTHER TWITTER TENET IS
         UNDERSTANDING HOW/WHEN KEY TEAM
         MEMBERS INTEGRATE TWITTER INTO THEIR
         ...
WHO’S LISTENING WHEN
                  WE’RE OFF DUTY?
                            people don’t tweet 24.7.
              ...
After Liz gave this
                                                        feedback at
                                  ...
AND THEY ALL LIVED
              HEALTHILY EVER AFTER.
      not quite. but this should be the goal of social media for he...
This work is licensed under the
Creative Commons Attribution-Noncommercial-Share Alike 3.0 Unported License.

            ...
NICE TO TWEET YOU
                      jmccabegorman@organizedwisdom.com; (w3rk)
                         jennifermccabeg...
STAY TUNED...
       for more on analyzing efficacy, ROI, and tweetstream/pageview
                  conversion analysis vi...
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Meet @polarwisdom - A Case Study (PDF)

1,383

Published on

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

An OrganizedWisdom Health project.

Published in: Health & Medicine, Technology

Transcript of "Meet @polarwisdom - A Case Study (PDF)"

  1. 1. MEET @POLARWISDOM a ground zero glance at building the first condition-specific, collaborative advocacy Twitter feed an OrganizedWisdom Health project Monday, April 6, 2009
  2. 2. METHODOLOGY, DECK: JEN MCCABE GORMAN • Chief Patient Advocate, OrganizedWisdom Health • Cofounder, NextHealth (NL) • Medical Education Evolution (Ning) • Tweet all about it Monday, April 6, 2009
  3. 3. THE FINE PRINT • CreativeCommons • butyou must attribute: Jen Attribution = McCabe Gorman, Noncommercial-Share Alike OrganizedWisdom Health, 3.0 Unported 2009 • this means you can share it... • if you alter, transform, or (copy, distribute and transmit build on this, MUST and remix it) distribute under same/similar license • for NONCOMMERCIAL purposes (shared for the • questions? greater good people, don’t jmccabegorman@organized you feel all warm and fuzzy?) wisdom.com Monday, April 6, 2009
  4. 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... Monday, April 6, 2009
  5. 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?) Monday, April 6, 2009
  6. 6. HOW TO FIND YOUR SOCIAL Don’t assume you know how users/ MEDIA HOME 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’ Monday, April 6, 2009
  7. 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) Monday, April 6, 2009
  8. 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. Monday, April 6, 2009
  9. 9. OUR ‘PREHISTORIC’ STRAGEGY • launch “PolarityWisdom” 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 • try to recruit external doc; decided to go with our Medical Director Dr. Scott Pearlman • after action review = ask Twitter community for feedback Monday, April 6, 2009
  10. 10. WHAT WILL IT DO? “You’ll be able to read the latest doc-reviewed content from OrganizedWisdom Health related to depression, but you’ll also be able to take quizzes and share other resources.” Monday, April 6, 2009
  11. 11. @POLARWISDOM 0-400 followers in less than 8 weeks Monday, April 6, 2009
  12. 12. NICE TO TWEET YOU. let’s take a closer look at how Monday, April 6, 2009
  13. 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? • Monday, April 6, 2009
  14. 14. OUR SOCIAL MEDIA SOUL SEARCHING benefits of using Twitter to connect with our OrganizedWisdom audience? Monday, April 6, 2009
  15. 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 Monday, April 6, 2009
  16. 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 Monday, April 6, 2009
  17. 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 Monday, April 6, 2009
  18. 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. Monday, April 6, 2009
  19. 19. DEPRESSION IS A PART OF WHO YOU ARE. IT DOES NOT DEFINE YOU. Monday, April 6, 2009
  20. 20. YOUR GOALS. OUR TWITTERFEED. Monday, April 6, 2009
  21. 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? Monday, April 6, 2009
  22. 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.” Monday, April 6, 2009
  23. 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. Monday, April 6, 2009
  24. 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. Monday, April 6, 2009
  25. 25. YOU CAN ALSO “REQUEST WISDOM” BY SENDING A DM TO @POLARWISDOM. OUR PRODUCERS WILL CREATE CONTENT BASED ON YOUR SPECIFIC NEED. AFTER IT’S APPROVED BY OUR MEDICAL TEAM, WE’LL PUBLISH IT ON @POLARWISDOM. Monday, April 6, 2009
  26. 26. AND THE PRICE? gratis Monday, April 6, 2009
  27. 27. WHY USE THE TWITTER COMMUNITY? Monday, April 6, 2009
  28. 28. SHORT+SWEET Monday, April 6, 2009
  29. 29. PATIENTS RELATE, IN BRIEF, SUBJECTIVE IMPACT LIVING WITH DEPRESSION HAS ON LIVES, Monday, April 6, 2009
  30. 30. PUBLIC+PRIVATE Monday, April 6, 2009
  31. 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. Monday, April 6, 2009
  32. 32. GOOD = ADVOCACY FOR BPD Monday, April 6, 2009
  33. 33. BETTER = EVIDENCE BASED APPROACH Monday, April 6, 2009
  34. 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. Monday, April 6, 2009
  35. 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. Monday, April 6, 2009
  36. 36. WAIT A MINUTE... this would work for more than just the BPD community, right? Monday, April 6, 2009
  37. 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 Monday, April 6, 2009
  38. 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 Monday, April 6, 2009
  39. 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 Monday, April 6, 2009
  40. 40. GREAT, BUT... HOW DO I KNOW WHAT TO TWEET? Monday, April 6, 2009
  41. 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 Monday, April 6, 2009
  42. 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) • EditorialCalendar 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   Monday, April 6, 2009
  43. 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 Monday, April 6, 2009
  44. 44. SECRET SAUCE = DPSR METHODOLOGY (data gathering) = reading email, scanning news % •D •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? Monday, April 6, 2009
  45. 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 Monday, April 6, 2009
  46. 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) Monday, April 6, 2009
  47. 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. Monday, April 6, 2009
  48. 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? Monday, April 6, 2009
  49. 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’ Monday, April 6, 2009
  50. 50. OUTCOMES = ? engagement metrics. this isn’t rocket science - it’s analytics. Monday, April 6, 2009
  51. 51. WHAT TO TRACK basics Monday, April 6, 2009
  52. 52. OUTCOMES = ENGAGEMENT METRICS • followers • DMs • RTs • @replies • PAGEVIEWS Monday, April 6, 2009
  53. 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 Monday, April 6, 2009
  54. 54. YEAH. THAT’S GREAT. BUT HOW MUCH DOES IT COST? Monday, April 6, 2009
  55. 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) Monday, April 6, 2009
  56. 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? Monday, April 6, 2009
  57. 57. PRODUCTIVITY METRICS = 50 tweets/week, 10 tweets/day (min) • goal = 100 new followers/month (min) • goal = 4k PAGEVIEWS/month (min) • goal Monday, April 6, 2009
  58. 58. HOLD YOUR BREATH: DEEP DIVE INTO BITLY Monday, April 6, 2009
  59. 59. THAT’S GREAT. BUT HOW DO YOU CALCULATE PAGEVIEWS? Monday, April 6, 2009
  60. 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) Monday, April 6, 2009
  61. 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 Monday, April 6, 2009
  62. 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”) Monday, April 6, 2009
  63. 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 • http://owDepression (depression) autopopulate when new 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) Monday, April 6, 2009
  64. 64. YUM. BUT HOW WILL IT FEED OUR BOTTOM LINE? Roi. Roi. Roi. Monday, April 6, 2009
  65. 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? Monday, April 6, 2009
  66. 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 Monday, April 6, 2009
  67. 67. TIED TO ORGANIZEDWISDOM MODEL • feed, designed by President and cofounder Unity Stoakes, Medical Director Scott Pearlman, 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 Monday, April 6, 2009
  68. 68. BUT HOW WILL PEOPLE KNOW WHO ‘WE’ ARE? • decided NOT to ‘require’ employees to have 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 Monday, April 6, 2009
  69. 69. LAST GASP OF RESISTANCE but what if somebody says something BAD about us?! Monday, April 6, 2009
  70. 70. I emailed our team, with suggested response. Team We had a follower weighed in. @markhawker let us @unitystoakes know about a critical responded in the blogpost from Highlight comments section. Health.com. Thanks Twitter, and “OrganizedWisdom: t weets, for lookin’ out! Much Ado About Very Little.” SWALLOW. DIGEST. RESPOND. love hurts. so does looking at your org through social media’s collective gaze. Monday, April 6, 2009
  71. 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 Monday, April 6, 2009
  72. 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) Monday, April 6, 2009
  73. 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’ Monday, April 6, 2009
  74. 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” Monday, April 6, 2009
  75. 75. SO WHO DO WE BELIEVE? and why does the dichotomy matter? Monday, April 6, 2009
  76. 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 MESSAGES, BUT ASSUME THAT THE TWEET WILL BE ON THE PUBLIC TIMELINE.” Monday, April 6, 2009
  77. 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 Monday, April 6, 2009
  78. 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.” Monday, April 6, 2009
  79. 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. Monday, April 6, 2009
  80. 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). Monday, April 6, 2009
  81. 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? Monday, April 6, 2009
  82. 82. AND THEY ALL LIVED HEALTHILY EVER AFTER. not quite. but this should be the goal of social media for health. Monday, April 6, 2009
  83. 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. Monday, April 6, 2009
  84. 84. NICE TO TWEET YOU jmccabegorman@organizedwisdom.com; (w3rk) jennifermccabegorman@yahoo.com; (lif3) LinkedIn: http://www.linkedin.com/in/jenmccabegorman 301.904.5136 (m0bil3) Monday, April 6, 2009
  85. 85. STAY TUNED... for more on analyzing efficacy, ROI, and tweetstream/pageview conversion analysis via TwitterWisdom. Monday, April 6, 2009
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