Social Media tool box for Health Care

Health Care Tool box (Embracing Web 2.0)

It used to be that new media was an after-thought in the research space as

Communications were pretty simple

as 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 & 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…

Agenda
Introduction to Web 2.0 & Social Media
Canadian Interactive stats
Introductions to the tools and definition
Using social media as a research and broadcast channel
Tracking public perceptions using 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 social media?

It’s not about the online tools…

It’s not about you broadcasting your message to the masses either

Social media is about creating a 2-way conversation

using the tools

Join the conversation with:
Facebook
Twitter
RSS feeds
Social Bookmarking

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 facilitate consumer research
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 this means to you

friend or foe?

Was the social media story of 2008
Over 600% growth last year
# tags now common for all events
Search.twitter.com
100s of tools / app for mobile and desktop using free API

Twummary
If facebook is for people you already know, twitter is for people you’d like to get to know better
Twitter # tags are being used for all life events – business and personal
Critical mass is being reached
Free tools allow you to manage / track brand messaging and reputation
Free tools allow you to engage with your target market before, during, and after an event (or press release)
Can be used as a broadcast channel when quick or urgent messages need to get out to the public

Leveraging social media 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

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

Conclusions
Social Media (or web 2.0) isn’t one thing.. It’s an ongoing and evolving conversation online where the user now has more control than ever
Web 2.0 & Social Media are data rich channels for consumer and industry research
You can leverage the tools to promote programs and modify behaviours over time by engaging people directly

Where do you start?
Facebook page to promote & build awareness (or start monitoring groups)
Sign up for your own Twitter account!
RSS news aggregator to track the industry and the general public through blogs and news sites

The future…
http:// www.youtube.com/watch?v =xj8ZadKgdC0
5:14

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) ‏

Social Media tool box for Health Care

by Phil Barrett on Feb 20, 2009

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