Health Care Toolbox 2.0

Health Care Tool box 2.0 Need multi-channel image

It used to be that new media was an afterthought in the marketing space

Communications were pretty simple

We were a paper driven society

... And then things changed

and became a bit more complicated

“ The world is in the middle of an ongoing conversation . A marketer’s challenge and job is to enter that conversation and when you do join in, you had better be prepared to add value .” John D Hayes – CMO American Express

Today you will learn how to extend the conversation and leverage the power of web 2.0 and social media to educate, engage and track public perceptions on health related topics

Before you can add value and extend the conversation, there a few things you should know…

Did you know?

“ Social networking sites are the hottest attraction on the Internet, dethroning pornography and highlighting a major change in how people communicate”
Belinda Goldsmith, Globe and Mail
– Sept 16, 2008

Agenda
Web 2.0 and Social Media
Canadian Interactive stats
Introductions to the tools and definitions
Using web 2.0 and social media to promote health awareness and change behaviours
Tracking public perceptions using web 2.0 and social media
Pitfalls of social media
Q&A

The Canadian Interactive landscape
Canadians are the second most engaged country online with an average of 43 hours / month spent online.
4,000 more page views per month than any other country
23 million online users in Canada
61% of those aged 55+ have been online

What is Web 2.0?

Web 1.0 vs. Web 2.0
Ofoto  Flickr
Napster  Free internet radio (last.fm)
Britannica Online  Wikipedia
Personal websites  Blogging
Domain name speculation  Search engine optimization
Publishing  Participation
Directories (taxonomy)  Tagging / social bookmarking (delicious)
Stickiness  Syndication
Forums  Social networking sites

What is Social Networking? http:// www.youtube.com/watch?v =6a_KF7TYKVc

What is social networking/ media?

Popular Social Media Sites
Socialstream
Orkut MySpace Facebook LinkedIn Second Life

If all you are doing is printing brochures and maintaining a hard to find static website, you aren’t doing enough. You need to join the conversation online to extend how, where, and when you promote health and related topics

Join the conversation here:
Facebook
Podcasting
Youtube
Twitter

Social media in Canada starts with

Canadian Facebook Stats
4 th most visited site in the world
#1 social media site
#1 photo sharing site on the web
Demographics:
Over 9.5 million users
Canada is second largest network in the World!
13.5 billion page views monthly
43% Male 57% Female
34% 18 to 24
26% 25 to 34
21% over 35
Engagement:
75% of users visit at least once a day!
2.6 average visits per visitor per day
32.9 visits per month
29.8 minutes per visitor per day
378.6 minutes per month

Build groups or fan pages to build awareness over topics and help change behaviours (and link to your website)
Participate in discussions in other groups and fan pages
Use facebook social ads to drive people to your page
Your facebook page / group may become more important than your website and other traditional channels
What does this mean to TPH?

YouTube

What this means to TPH
Cost effective way to distribute your message in a richer format
Subscribers will receive updates / notifications going forward
Consider sponsoring podcasts to extend your public health messages beyond traditional channels

friend or foe?

Translation for You
Great way to get your finger on the pulse of the industry
Search for topics to monitor how often they are coming up
Research channel
Better understand how communications are evolving
Can be used as a broadcast channel when quick or urgent messages need to get out to the public

Leveraging web 2.0 to track public perception on health topics

Get yourself a feed aggregator

Translation for you
You can syndicate / broadcast content on the web separate from your own website
Easy to track and monitor multiple sites and blogs with reader
Give people a compelling reason to click through to your site
Self-subscribe to keep on top of industry news and trends

Social bookmarking

Social Bookmarking in Plain English

Social Bookmarking /Tagging sites delicious Digg 43Things StumbleUpon

Translation for You
Easy (and free) to add to any web property you own or control
Great way to amplify word of mouth
Becoming more important that search for many
Makes your site more social and findable
It’s like having your friends pre-filter your google searches

Pitfalls of web 2.0/ social media
The cold start
You can’t control everything
Negative feedback
No hard selling
Rumours and speculation
The interweb never forgets

Conclusions
Web 2.0 isn’t one thing.. It’s an ongoing and evolving conversation online where the user now has more control than ever
TPH can leverage the tools to promote programs and modify behaviours over time by engaging people directly
Cost of entry is nearly zero
Unlike print, everything you do is measurable and trackable

Where do you start?
Facebook to promote & build awareness
RSS news aggregator to track the industry and the general public through blogs and news sites

Let’s continue the conversation… Email: [email_address] Voice or SMS to 416-729-4268 LinkedIn profile: http:// www.linkedin.com/in/phryl Follow me on Twitter: http:// www.twitter.com/phryl Follow my Mobile & Interactive marketing blog: http:// www.burningthebacon.com http:// m.burningthebacon.com (mobile version) ‏ Check out other contributions at: http:// www.onedegree.ca http:// www.canadianmarketingblog.com / Phil Barrett (.mobi) ‏ Senior Director, Mobile & Interactive Carlson Marketing

Health Care Toolbox 2.0

by Phil Barrett on Oct 31, 2008

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