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Nonprofits, Healthcare, and Social Media

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  • 1. Nonprofits, Healthcare, and Social Media Beth Kanter, Beth’s Blog IT Leadership, June 2008 Flickr photo by rosefirerising
  • 2. Beth Kanter, Nonprofit Technology Trainer Photo by Steve Goodman
  • 3. Beth’s Blog Profiles & Presence Communities RSS Powered Fundraising Sharing photos, bookmarks, videos, and more Conversations network
  • 4. What I’m going to talk about … Patterns of Success Some examples of how nonprofits are using social media Why Important
  • 5. A Story …
  • 6.  
  • 7.  
  • 8.  
  • 9.  
  • 10.  
  • 11.  
  • 12.  
  • 13. Definitions Web 2.0 Social Media Health 2.0
  • 14. A way of using the Internet to instantly collaborate, share information, and have a conversation about ideas or topics we care about.  Web 2.0
  • 15.  
  • 16. Health 2.0
  • 17.  
  • 18. Why is this important? Photo by Geek2Nurse
  • 19.  
  • 20.  
  • 21. Photo by Rob Ireton
  • 22. Web 2.0 has expanded the possibilities ….
  • 23.  
  • 24. Source Jupiter Research. Online Health Assessing the Risks and Opportunity of Social and One-to-One Media, 2007
  • 25. Trust Factor People tend to trust “ a person like me” more than authority figures from business, government, or the media.
  • 26. How time online is changing …
  • 27. How people are getting info to make decisions With Your Friends
  • 28.  
  • 29. Digital Natives
  • 30.  
  • 31. Why Important…
    • Easy to find “patients like me”
    • The Trust factor
    • Socializing online to get information to make decisions
    • Rapid Word of Mouth
    • Reaching Digital Natives
  • 32.
    • Challenges …
    • Privacy concerns
    • Legal regulatory barriers
    • Organizational culture and ROI
  • 33. How nonprofits are overcoming these barriers …
  • 34. The Cute Dog Theory
  • 35. A Remix of the Cute Cat Theory
  • 36. Web2.0: to share cute cat photos
  • 37. Wait a second … looking at nonprofits that have successfully Adopted social media .. There are a lot of dog lovers …..
  • 38.  
  • 39.  
  • 40. So, I asked these nonprofits professionals, what do you need to be successful on the social web?
  • 41. Assess Audience Online Social Activities
  • 42.  
  • 43. Where on the social web will I find my audience? How do they use the social web? What are they talking about? Who are they? What do they want?
  • 44.  
  • 45. Discuss/set objectives first
  • 46. Not a monologue
  • 47. Listening
  • 48. Conversation
  • 49. Even difficult ones …
  • 50. They want a voice
  • 51.  
  • 52.  
  • 53. Transparency
  • 54. Source: Alan Levine – CogDog Blog Web 1.0
  • 55. Web 2.0
  • 56.  
  • 57. Staff Roles
  • 58. “ I was a Facebook junkie before I was hired!”
  • 59.  
  • 60.  
  • 61. Define a box Define a Box
  • 62.  
  • 63.  
  • 64. Is this real work?
  • 65. It takes time
  • 66. Participant Content Creator Community Manager You get out what you put in … Source: Nina Simon, Museum2.0
  • 67. Start small, reiterate over and over
  • 68.
    • Yes
    • Youtube Video Contest
    • # of list members & video views // time spent = good
    • Our first UGC contest
    • Good, original content
    • Developed free TV PSA
    • Positive, active commenting on social networks
    • Caught attention of higher ups
    • Conveyed a powerful message to America
    • Microsoft Facebook Challenge
    • Payoff ($50k) // time spent = good
    • Recognition from contest win
    • Strong feedback and willingness from participants
    • New “Facebook responders” segment of email file
    Was it worth it?
    • No
    • Wendy’s Flickr Photo Petition
    • Time spent // number of entries = bad
    • Numerous technical problems
    • Uploading process took too much time (email)
    • Campaign was too narrow
    • High volume of problem feedback
    • Case Foundation Facebook Challenge
    • Time spent // number of participants = bad
    • Raised $3k but no contest recognition
    • Wasted opportunity to message new Facebook responders
    • High volume of negative feedback – people didn’t understand
    However.. We learned from both campaigns!
  • 69. Here’s some advice from Wendy Harmon, Red Cross Blogger
  • 70.
    • A project that won’t take much time and relates to org goals.
    • Write down your successes.
    • Write down your challenges.
    • Ask the people you want to connect with whether they think your outreach and listening is valuable.
    • Watch other nonprofits and copy and remix for your next project.
    • Rinse, repeat.
  • 71.  
  • 72. Success Patterns Assess Audience Objectives Policy and Education Time investment Staff Roles Experiment
  • 73.
    • Some examples of how some
    • health care and other
    • nonprofits are using social media
    • platforms
    • Blogs
    • Photo and Video Sharing
    • Wikis
    • Social Networks
    • Social Presence
  • 74.
    • Types of Blogs
    • Professional Practice & Expertise
    • Patient Therapy
    • Organization Blog
    • Patient Support Group Blogging
  • 75. Professional Expertise Blog
  • 76. Doctor Blogs
  • 77. Patient Blogs
  • 78. Cancer Blogger Susan Reynolds
  • 79. http://www.flickr.com/photos/chrisspurgeon/ Organizational Blogs
  • 80.  
  • 81.  
  • 82.  
  • 83. Blog Communities
  • 84. Photo and Video Sharing Sites
  • 85. Watercooler conversations facilitated by sharing objects .. 1) I share my pics -> -> with you ---> -->You share your pics -> ---> with him Source: Slideshare by Rashmi Sinha
  • 86.  
  • 87. Social Features
  • 88.  
  • 89. Share Professional Expertise
  • 90. Patient Support Groups
  • 91. Building Community Around An Event
  • 92.  
  • 93.  
  • 94.  
  • 95.  
  • 96.  
  • 97.  
  • 98. Wikipedia pages show up in the top of search engine pages http://www.flickr.com/photos/infinitejeff/
  • 99.  
  • 100.  
  • 101.  
  • 102.  
  • 103. Social Networks
  • 104.  
  • 105.  
  • 106. Now I know all these people!
  • 107. Friend of a Friend Social Object Sharing Social Platform Social Presence
  • 108.  
  • 109. Individual Profile
  • 110. Group
  • 111. Fundraising
  • 112.  
  • 113.  
  • 114.  
  • 115.  
  • 116.  
  • 117.  
  • 118.  
  • 119.  
  • 120. Twitter is not dumb … if you follow smart people!
  • 121.  
  • 122. Nonprofits
  • 123. Health Newswire
  • 124. Fundraising and Activism
  • 125. Disaster
  • 126. Avoiding Disaster
  • 127. Twitter in Health and Healthcare
  • 128. Doctors and Patients
  • 129. Health and Wellness: Diet
  • 130. Exercise
  • 131. Quit Smoking
  • 132.  
  • 133. The tools come and go, but strategies sustain … Social media is about listening and joining the conversation And get your dogs in a row …
  • 134. Success Patterns Assess Audience Objectives Policy and Education Time investment Staff Roles Experiment
  • 135. Thank you! Beth Kanter [email_address] Beth’s Blog http://beth.typepad.com Slides and Notes http:// bethkanter.wikispaces.com /health
  • 136. Special Thanks to Andre Blackman http://pulseandsignal.com/