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When Swine Flew: Embracing Innovation
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When Swine Flew: Embracing Innovation


During SXSW Interactive 2010, innovators from the CDC, NIH and HHS discuss recent and current events in which social media/new ideas were put to use.

During SXSW Interactive 2010, innovators from the CDC, NIH and HHS discuss recent and current events in which social media/new ideas were put to use.

Published in Health & Medicine
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  • 1. When Swine Flew:
    Embracing Innovation During H1N1 Response
  • 2. Andre Blackman
    David Hale
    Pulse + Signal
    National Lib. Of Medicine
    Ann Aikin
    Andrew Wilson
  • 3. "That particular genetic combination of swine influenza viruses has not been recognized before in the U.S. or elsewhere"
    • Anne Schuchat
    Assistant Surgeon General, United States Public Health Service (USPHS)
  • 4. Flickr: Eneas |
  • 5. Tweets per Day
    April/ May
  • 6. H1N1 and Seasonal Flu Social Media from CDC
  • 7.’s Social Media
    Visitors who use social media tools on
    • Have higher satisfaction ratings (a full 5-points higher)
    • 8. Are more likely to return and recommend the site to others
    • 9. Rate CDC as more trustworthy
    Satisfaction of those who use social media
    on CDC’s Web site
    Satisfaction of those who DO NOT use social media
    on CDC’s Web site
    Source: American Satisfaction Index (September 10, 2009 – February, 10, 2010)
  • 10. Multiple People, Places, Formats
    "People have to see messages in different places and from different people. That means experts as well as peers…”
    --Richard Edelman, president and CEO, Edelman.
  • 11. Multiple Formats Enhance Credibility
  • 12. Targeting Underserved Audiences
    • CVM is a national network which connects more than 40,000 phoneless people annually to the resources they need to restore dignity and stability to their lives.
    • 13. More than 14,900 total voice mail messages 1,000 email messages disseminated.
  • Using Twitter to Monitor Messages
    “I think there is, every few seconds, a tweet on this topic. It's clear that, if you can give people something to do, something real to do that could help improve their health and reduce their risk, that's very empowering during a difficult situation.”
  • 14. Twitter
    CDCEmergency: 1,251,735*
    CDC_eHealth: 25,357
    24, 957
    2009 clickthroughs to from the 3 accounts:
    * 1799% increase since 5/1/09
  • 15. Partnering to Expand Reach
    • Guest blogging on WebMD
    • 16. About 100,000 views a month
    • 17. Second most popular blog on WebMD
    • 18. Expand reach to those who use WebMD: #1 health site
  • Two-Way Conversations and Modeling Behaviors
    • In-world vaccinations for two strains of flu
    • 19. Modeling of two key hygienic behaviors:
    • 20. Hand washing: hand washing decreases likelihood of infection
    • 21. Covering: elbow covering of sneezes and coughs decreases spread of flu
    • 22. Vaccination celebration with CDC flu expert
    • 23. Engaging Video Contest and Flu Report
  • Virtual World: Whyville
  • 24. Encouraging Innovation with XML
    • Structuring data for developers to easily use it to innovate and create own products and mashups!
    • 25. Improves government transparency and furthers openness.
  • 26. SemanticTwitter
    David Hale
    Project Lead
    National Library of Medicine
    National Institutes of Health
    Department of Health and Human Services
  • 27. Situational
  • 28. swine flu travel
    how fast swine flu travels
    is it safe to travel during a swine flu epidemic
  • 29. “Swine Flu” Tweets
    CDC tips for preventing the flu: wash hands often and stay home when sick
    Oklahoma health officials say swine flu headed to state, public needs to take precautions
    I bet this whole swine flu scare really has Kermit the Frog rethinking his relationship
  • 30. Monitoring Twitter with NLP
    • Processed 1300 Twitter posts
    • 31. Known to be about swine flue
    • 32. Sent during 1 hour on Monday, April 27, 2009
    • 33. Preprocessed to accommodate format
    • 34. NLM Semantic Knowledge Representation Lab
    • 35.
    • 36. MetaMap and SemRep (command-line)
    • 37. Extracted semantic concepts and relationships
    • 38. Defined a semantic schema for influenza epidemic
  • Schema: UMLS Semantic Types
    Focus output
    In the area of interest
    And with the components in that area
    Schema for influenza epidemic
    Disease or Syndrome
    Sign or Symptom
    Geographic Area
    Health Care Organization
    Medical Device
  • 39. MetaMap and SemRep Output
    Texas confirms third case of swine flu
    Concepts extracted
    Texas [Geographic Area]
    Third [Quantitative Concept]
    Family suidae [Mammal]
    Influenza [Disease or Syndrome]
    Influenza PROCESS_OF Family suidae
  • 40. Results: Most Frequent Concepts
    • 371 Family suidae [Mammal]
    • 41. 324 Influenza [Disease or Syndrome]
    • 42. 115 Not [Functional Concept]
    • 43. 113 Mexico [Geographic Area]
    • 44. 89 Centers for Disease Control and Prevention (U.S.) [Health Care Related Organization]
    • 45. 71 Case unit dose [Quantitative Concept]
    • 46. 54 Time [Temporal Concept]
    • 47. 53 Pandemics [Phenomenon or Process]
  • Results: Filtered through Schema
    Disease or Syndrome: Influenza
    Sign or Symptom: Coughing
    Geographic Area: Mexico
    Mammal: Family suidae
    Health Care Organization: Centers for Disease Control and Prevention (U.S.)
    Medical Device: Mask
  • 48. Opportunities
    Monitoring of wide-spread sentiment
    Targeted information provision
    Respond to misinformation trends
    Potential for evaluating authenticity
    Semantic comparison to trusted source
  • 49.
  • 50.
  • 51.
  • 52. Results: PROCESS_OF Relation
    Influenza PROCESS_OF Family suidae
    Influenza PROCESS_OF Farmer, unspecified
    Influenza PROCESS_OF Hispanics
    Influenza PROCESS_OF Mexican
    Influenza in Birds PROCESS_OF Human
    Influenza-like symptoms PROCESS_OF Passenger
    Flu symptoms PROCESS_OF Family suidae
    Swine influenza PROCESS_OF Family suidae
  • 53. YouTube Interlude
  • 54.
  • 55. We need to be supplying content not only where and how people want it but …
  • 56. We need to leverage social media to produce content that is more personally relevant and that will resonate with all of our audiences
    Flickr: Sanj@y |
  • 57.
  • 58.
  • 59. Ann Aikin
    Social Media Strategist
    US Centers for Disease Control and Prevention
    Andre Blackman
    Pulse + Signal |
    David Hale
    Project Lead
    National Library of Medicine
    Andrew Wilson
    New Media Strategist
    Substance Abuse and Mental Health Services Administration
  • 60. Connect w/ HHS on H1N1