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  Conversat...
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 ...
 
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… <ul><li>Easy to find “patients like me” </li></ul><ul><li>The  Trust  factor </li></ul><ul><li>Socializing ...
<ul><li>Challenges … </li></ul><ul><li>Privacy concerns </li></ul><ul><li>Legal regulatory barriers </li></ul><ul><li>Orga...
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...
 
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
<ul><li>Yes </li></ul><ul><li>Youtube Video Contest </li></ul><ul><li># of list members & video views // time spent = good...
Here’s some advice from Wendy Harmon, Red Cross Blogger
<ul><li>A project that won’t take much time and relates to org goals.  </li></ul><ul><li>Write down your successes.  </li>...
 
Success Patterns Assess Audience Objectives  Policy and Education Time investment Staff Roles Experiment
<ul><li>Some examples of how some  </li></ul><ul><li>health care and other </li></ul><ul><li>nonprofits are using social m...
<ul><li>Types of Blogs </li></ul><ul><li>Professional Practice & Expertise </li></ul><ul><li>Patient Therapy </li></ul><ul...
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 p...
 
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...
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...
Special Thanks to Andre Blackman http://pulseandsignal.com/
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Nonprofits, Healthcare, and Social Media

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Transcript of "Nonprofits, Healthcare, and Social Media"

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

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