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Nonprofits, Healthcare, and Social Media Nonprofits, Healthcare, and Social Media Presentation Transcript

  • Nonprofits, Healthcare, and Social Media Beth Kanter, Beth’s Blog IT Leadership, June 2008 Flickr photo by rosefirerising
  • Beth Kanter, Nonprofit Technology Trainer Photo by Steve Goodman
  • Beth’s Blog Profiles & Presence Communities RSS Powered Fundraising Sharing photos, bookmarks, videos, and more Conversations network
  • What I’m going to talk about … Patterns of Success Some examples of how nonprofits are using social media Why Important
  • A Story …
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  • Definitions Web 2.0 Social Media Health 2.0
  • 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
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  • Health 2.0
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  • Why is this important? Photo by Geek2Nurse
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  • Photo by Rob Ireton
  • Web 2.0 has expanded the possibilities ….
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  • Source Jupiter Research. Online Health Assessing the Risks and Opportunity of Social and One-to-One Media, 2007
  • Trust Factor People tend to trust “ a person like me” more than authority figures from business, government, or the media.
  • How time online is changing …
  • How people are getting info to make decisions With Your Friends
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  • Digital Natives
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  • 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
    • Challenges …
    • Privacy concerns
    • Legal regulatory barriers
    • Organizational culture and ROI
  • How nonprofits are overcoming these barriers …
  • The Cute Dog Theory
  • A Remix of the Cute Cat Theory
  • Web2.0: to share cute cat photos
  • Wait a second … looking at nonprofits that have successfully Adopted social media .. There are a lot of dog lovers …..
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  • So, I asked these nonprofits professionals, what do you need to be successful on the social web?
  • Assess Audience Online Social Activities
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  • 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?
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  • Discuss/set objectives first
  • Not a monologue
  • Listening
  • Conversation
  • Even difficult ones …
  • They want a voice
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  • Transparency
  • Source: Alan Levine – CogDog Blog Web 1.0
  • Web 2.0
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  • Staff Roles
  • “ I was a Facebook junkie before I was hired!”
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  • Define a box Define a Box
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  • Is this real work?
  • It takes time
  • Participant Content Creator Community Manager You get out what you put in … Source: Nina Simon, Museum2.0
  • Start small, reiterate over and over
    • 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!
  • Here’s some advice from Wendy Harmon, Red Cross Blogger
    • 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.
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  • Success Patterns Assess Audience Objectives Policy and Education Time investment Staff Roles Experiment
    • 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
    • Types of Blogs
    • Professional Practice & Expertise
    • Patient Therapy
    • Organization Blog
    • Patient Support Group Blogging
  • Professional Expertise Blog
  • Doctor Blogs
  • Patient Blogs
  • Cancer Blogger Susan Reynolds
  • http://www.flickr.com/photos/chrisspurgeon/ Organizational Blogs
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  • Blog Communities
  • Photo and Video Sharing Sites
  • Watercooler conversations facilitated by sharing objects .. 1) I share my pics -> -> with you ---> -->You share your pics -> ---> with him Source: Slideshare by Rashmi Sinha
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  • Social Features
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  • Share Professional Expertise
  • Patient Support Groups
  • Building Community Around An Event
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  • Wikipedia pages show up in the top of search engine pages http://www.flickr.com/photos/infinitejeff/
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  • Social Networks
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  • Now I know all these people!
  • Friend of a Friend Social Object Sharing Social Platform Social Presence
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  • Individual Profile
  • Group
  • Fundraising
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  • Twitter is not dumb … if you follow smart people!
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  • Nonprofits
  • Health Newswire
  • Fundraising and Activism
  • Disaster
  • Avoiding Disaster
  • Twitter in Health and Healthcare
  • Doctors and Patients
  • Health and Wellness: Diet
  • Exercise
  • Quit Smoking
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  • The tools come and go, but strategies sustain … Social media is about listening and joining the conversation And get your dogs in a row …
  • Success Patterns Assess Audience Objectives Policy and Education Time investment Staff Roles Experiment
  • Thank you! Beth Kanter [email_address] Beth’s Blog http://beth.typepad.com Slides and Notes http:// bethkanter.wikispaces.com /health
  • Special Thanks to Andre Blackman http://pulseandsignal.com/