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Idph presentation 4.5.12 Presentation Transcript

  • 1. The C l uence of Publ i c H t h onf eal& Soci al M a (#M C edi H 2012) Pr esent ed t o t he 2012 M nor i t y H t h C er ence i eal onf Apr i l 5, 2012
  • 2. O vi ew verI. I nt r oduct i onII. W hat I s Soci al M a? ediIII. W D hy oes Soci al M a M t er ? edi atIV. W hat t o Know Bef or e G t i ng St ar t ed etV. Suggest ed Soci al M a Pl at f or m edi sVI. Suggest ed I m em at i on pl entVII. ‚Shar k Tank‛ 2
  • 3. I s publ i c heal t h engaged i n ‚soci al m a‛„ edi or ‚w l f l ow m a?‛ al er edi
  • 4. Many Publ i c H t h & N eal on-Pr of i t I ni t i at i ves Ar eW l f l ow s al er“ They j oi n net w ks, but w t f or peopl e t o f i nd t hem or ai“ They don’t engage w t h f ol l ow s or const i t uent s i er“ They don’t seek out par t ner shi ps or al l i ances“ They go back t o t hei r m ket i ng com or t zone, but ar f t hey don’t r eap t he r esul t s ” Typi cal l y, t hey f ocus on aw eness or sal es m ar essages ” They don’t em phasi ze t he r i ght ki nd of educat i on messages 4
  • 5. W t hi s ad an ear l y f or m of soci al as m a? edi
  • 6. Your G oalD on’t j ust com t o t he edance;f i nd ot her s t o dance w t h. i
  • 7. What I s Soci al M a? edi“ A def i ni t i on of m ket i ng ar ” The exchange of goods and ser vi ces“ A def i ni t i on of soci al m ket i ng ar ” Engagi ng i n com uni cat i ons t o f aci l i t at e a desi r ed m exchange Tr adi t i onal M ket i ng ar Soci al M a M ket i ng edi ar D i nat e t he m ket om ar C eat e a com uni t y r m Shout out l oud Li st en, t hen w sper hi ‚M m m e, e, e‛ ‚U us, us‛ s, Push t he pr oduct , ser vi ce Pul l i n peopl e w t h your m i essage Adver t i si ng W d of m h or out C r ol ont Al l ow Pur sue ‘l eads’ N t ur e r el at i onshi ps ur
  • 8. A si m e def i ni t i on pl U ng W si eb-based and m l e t echnol ogi es t hat obif aci l i t at e com uni cat i ons exchanges i nt o mi nt er act i ve di al ogue.
  • 9. What I s Soci al M a? ediO i on 1„The C er s of t he U ver se pt ent ni
  • 10. What I s Soci al M a? ediO i on 2„A U ver se of O i ons pt ni pt
  • 11. W D hy oes Soci al M a M t er ? edi at“ Your com i t i on i s t her e pet ” D r ect and i ndi r ect i ” They ar e usi ng i t m e t han ‚once a w or eek‛ ” They ar e i nt egr at i ng i t i nt o dai l y oper at i ons“ O gani zat i ons ar e usi ng i t t o l ever age donat i ons, r com i t m m ent and par t i ci pat i on“ You don’t need t o buy space t o use i t“ You’r e usi ng i t and you don’t even know i t ” e.g., Amazon.com r evi ews
  • 12. What To Know Bef or e G t i ng etSt ar t edBui l di ng Bl ocks f or Favor abl e Engagem j udged ent End pr oduct by ot her m ber s em based on pr evi ous st eps. The net w k or per cei ves hi gh Evol ves f r om t r ust m ber s em act i vi t y i n t he as i nf l uencer s net w k, t one and or Pr of i l e qual i t y of Tr ust deepens w t h i engagem ent connect i ons, Descr i pt i on, cont ent , gr oup sum ar y of m Reput at i o associ at i ons i ndi vi dual , n busi ness I dent i t y Pr of i l e
  • 13. What t o Know Bef or e G t i ng etSt ar t edAsk Sm t Q ar uest i ons“ W i s on t he r ecei vi ng end of m m ho y essages? Pat i ent s? D or s? G oct over nment of f i ci al s? Do t hey need m now or do t hey need m l at er ? e e“ W e ar e t hese peopl e onl i ne? her“ W hat ar e m or gani zat i on’s goal s? H can I y ow i nf l uence conver sat i ons t o m eet t hese goal s?“ W w l l l ead your soci al m a m ket i ng ho i edi ar ef f or t s?“ I s t he or gani zat i on pr epar ed f or t he t i m and e com i t m m ent t o bui l di ng our com uni t y? m
  • 14. What t o Know Bef or e G t i ng etSt ar t edW e D her oes Soci al M a Fi t I n Your edi‚M ket i ng M x?‛ ar i “ Br and/Adver t i si ng ” Look, f eel and t one “ Publ i c r el at i ons ” M essage, educat i on and r eput at i on “ Devel opm /gover nm ent ent com uni cat i ons/r el at i ons m “ W si t e eb ” SEO sear ch ,
  • 15. Facebook“ The m ost popul ar soci al net w ki ng ser vi ce out or t her e ” ‚G vi ng peopl e t he pow t o shar e and m i er ake t he w l d or m e open and connect ed.‛ or ” Facebook has near l y 800 M LLI O act i ve user s I N“ U s m cr eat e a per sonal pr of i l e, add ot her ser ay user s as f r i ends and exchange m essages, i ncl udi ng aut om i c not i f i cat i ons w at hen t hey updat e t hei r pr of i l e“ U s m j oi n com on i nt er est user gr oups ser ay m ” Appl i cat i ons avai l abl e f or donat i ons, e.g., ‚Donat e‛“ G eat f or w ehousi ng a l ot of cont ent i n one r ar si m e ‚package‛ pl
  • 16. Bl oggi ng “ An onl i ne j our nal or di ar y ”Make your i deas and opi ni ons ‚hum soundi ng‛ an “ Ar chi ved by t i me “ An easy w t o get i nt r oduced t o soci al m a ay edi ” The ‚m m her r ul e‛ of soci al m a y ot edi “ I deal f or gener at i ng di scussi ons
  • 17. Li nkedI n “ The w l d’s l ar gest pr of essi onal net w k or or ”Over 130 m l l i on m ber s, gr ow ng r api dl y i em i “ Li nkedI n can be a m eans t o connect t o publ i c heal t h execut i ves and deci si on maker s ” Li nkedI n i s not f or ‚cr ow ds‛ ” ht t p://l ear n.l i nkedi n.com/non-pr of i t s/ ” Post i ng quest i ons, pr ovi di ng answ ser “ Li nkedI n’s power ” Al l ow f or shar i ng i deas, r esour ces s ” Busi ness af f i l i at i ons ” G oups r
  • 18. YouTube“ YouTube i s a vi deo shar i ng W si t e w e user s eb her can upl oad and shar e vi deos“ I deal f or show casi ng event s, speeches, and pr of essi onal pr esent at i ons ” G eat r ecr ui t m r ent t ool ” M t i pl e vi deos can be shar ed t hr ough t he cr eat i on ul of a channel ” I deal f or segm at i on ent“ YouTube i s among t he t op f our sear ch engi nes ” W shoul dn’t you be t her e? hy
  • 19. Tw t t er i“ A r eal -t i m i nf or m i on net w k t hat connect s e at or user s t o t he l at est i nf or m i on about w at hat t hey f i nd i nt er est i ng ” Fi nd publ i c st r eam f ol l ow conver sat i ons s,“ Tw s eet ” 140 char act er s i n l engt h ” Thi nk i n headl i nes, not st or i es ” Embed i nf or m i on t hr ough l i nks, vi deos, pi ct ur es at“ Som peopl e never t w , t hey si m y use Tw t t er e eet pl i as a w t o get t he l at est i nf or m i on on t hei r ay at i nt er est s ” Publ i c heal t h al er t s
  • 20. Suggest ed I m em at i on pl ent
  • 21. Suggest ed I m em at i on pl entCreate A Social Media Policy……and have peopl e si gn of f t hat t hey w l l adher e t o i it“ C ar i f y w l hat const i t ut es as soci al m a cont ent edi “ Tone, f r equency, gr am ar , et c. m“ D er m ne and com uni cat e your or gani zat i on’s et i m at t i t ude t ow d soci al m a t o as m ar edi any peopl e as possi bl e ” W l l ever yone be w com t o be a par t of ‚t he i el ed dance?‛ ” What ar e t he goal s you seek t o accom i sh? pl“ D er m ne w ow t he st r at egy and execut i on et i ho ns ” Suggest i on„a t hr ee-pr onged soci al m a com i t t ee edi m l ed by Execut i ve D r ect or , M ket i ng and ‚on t he i ar
  • 22. Suggest ed I m em at i on pl entCreate A Social Media Policy…“ Est abl i sh r ul es of engagement ” O f -l i m t t opi cs and pr of essi onal i sm f i“ Make t r ai ni ng avai l abl e“ Have a cr i si s pl an ” Publ i c heal t h em genci es (H 1) er 1N ” Adver se conver sat i ons about your or gani zat i on ” Gover nm ent advocacy and i nt er vent i on
  • 23. Suggest ed I m em at i on pl entDevel op A C ent Schedul e ont“ Mappi ng out i nf or m i on w l l hel p you det er m ne at i i sever al component s of soci al m aedi ” ‚D w have a l ot t o say? Ar e w r el evant ?‛ o e e ” Level of f r equency“ C ent can com i n t he f or m of ot her peopl e ont e t hi nki ng or sayi ng what your or gani zat i on bel i eves i n ” Soci al m a = Engage conver sat i ons edi ” ‚R w s‛ et eet“ Schedul e can coi nci de w t h ot her par t s of your i oper at i ons ” H t h f ai r s eal ” Event s/heal t h scr eeni ngs ” Speeches ” Vol unt eer /st af f r ecr ui t ment
  • 24. Suggest ed I m em at i on pl entSt ar t Joi ni ng Conver sat i ons“ St ar t w t h one or t w pl at f or m and/or channel s i o s“ Li st en t o conver sat i ons f or a shor t t i me“ C eat e, opt i m ze pr of i l es r i“ I dent i f y, j oi n and engage gr oups“ C r i but e r egul ar l y w t h val ue-added cont ent ont i ” Avoi d sal es pi t ches as much as possi bl e“ Be hel pf ul , pr of essi onal , pr oact i ve and r esponsi ve
  • 25. Suggest ed I m em at i on pl entM t or i ng Your Per f or m oni ance“ M t or w oni hat i s bei ng sai d about your cause and or gani zat i on ” Li st en t o ‚buzz‛ t o i nf or m f ut ur e cont ent , message devel opm ent ” C al so t r ack r el at ed ai l m s and heal t h i ssues an ent“ Fr ee t ool s ” Googl e Anal yt i cs ” Soci al O ph.com om ” C eet oTw“ Pr em um t ool s i ” R an6 adi ” Sysmos
  • 26. Suggest ed Resour ces
  • 27. ‚Shar k Tank‛ Take any publ i c heal t h i ni t i at i veand di scuss how you w d show oul case i t usi ng soci al m a. edi 32
  • 28. Thank you. M chael Shm ak i arm chael .shm ak@si dneym el l .com i ar axw 312.661.9999 @shm aksm ar pr Tw t t er i 33