Nonprofits, Healthcare, and Social Media

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 …

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

Health 2.0

Why is this important? Photo by Geek2Nurse

Photo by Rob Ireton

Web 2.0 has expanded the possibilities ….

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

Digital Natives

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 …..

So, I asked these nonprofits professionals, what do you need to be successful on the social web?

Assess Audience Online Social Activities

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?

Discuss/set objectives first

Not a monologue

Listening

Conversation

Even difficult ones …

They want a voice

Transparency

Source: Alan Levine – CogDog Blog Web 1.0

Web 2.0

Staff Roles

“ I was a Facebook junkie before I was hired!”

Define a box Define a Box

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.

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

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

Social Features

Share Professional Expertise

Patient Support Groups

Building Community Around An Event

Wikipedia pages show up in the top of search engine pages http://www.flickr.com/photos/infinitejeff/

Social Networks

Now I know all these people!

Friend of a Friend Social Object Sharing Social Platform Social Presence

Individual Profile

Group

Fundraising

Twitter is not dumb … if you follow smart people!

Nonprofits

Health Newswire

Fundraising and Activism

Disaster

Avoiding Disaster

Twitter in Health and Healthcare

Doctors and Patients

Health and Wellness: Diet

Exercise

Quit Smoking

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/

Nonprofits, Healthcare, and Social Media

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