Web 2.0 & Social Media: Member/Client Communications via Social Media
Web 2.0 & Social MediaMember/Client Communications& Social Engagement
Evolution of the 1st gen Internet (1990-2000) characterized by static html-based websites and basic search engines. Early Web 2.0 = bulletin boards, blogs. User generated content has now exploded with social networks like Facebook, YouTube and Twitter where people can share and exchange contacts, information and knowledge.
What’s New With Web 2.0 The evolution of web 2.0 is described as a shift in the Internet from a one way publishing environment to a participation environment where the focus is on people having conversations online.
Social Media StatsSocial media statistics are moving targets. One billion Facebook users having three trillion conversations a day. 500 million registered Twitter users with 25 billion tweets last year.
Social Media Stats Six in 10 Canadians have a social network profile. World spends more than 22% of their on-line time visiting social network sites. Number of people visiting these sites has increased by 30% in the last year spending 66% more time on these sites now than they did a year ago.
“If you’re not on a social networking site, you’re not on the Internet”– Interactive Advertising Bureau of Canada
So Burn the Ships!There’s no going back. Only going forward. – Mitch Joel, Social Media Guru
So Why Go There CDHA must be progressive and innovative to remain relevant to their members and the public. Health care professionals must serve their clients in the same way. The younger “net gen” demographic have “grown up digital” and only know the internet as their primary source of information. 31% of CDHA members fall into the under 30 age bracket. This shifting demographic will continue to grow as boomers retire. “Ya gotta be where people need ya”- Mitch Joel
Social Media Turns HealthInformation Into Action Searching medical and health-related content is the third most frequent online activity; 60% of “e-patients” report web research influences their health decisions. 17,000 mobile health applications on the market. 43% designed for health professionals, and patients often download professional resources for their own use. Dr. Sidneyeve Matrix, Assistant Professor of Film and Media, Queen’s University
Lead Don’t Follow Organizations and professionals have no choice but to align their corporate communications strategy to engage in new ways in this new space. In 2011 there were less than 40% of Canadian associations active in social media. By 2013 will grow to 98%.“Surf on top of the wave, dont get crushed underneath it.”
Where is CDHA? Staff personally and professionally active online. Subscribe to online media monitoring service, Google News Alerts and other RSS newsfeeds that deliver relevant content we can share. Social components integrated in our website. Established CDHA profiles on Facebook, Twitter and YouTube.
Interactive Website Members Only area Private Board Room Online Community – Groups/listserves, forum discussions and member blogs CDHA Blog E-newsletter and QuickMail Interactive online magazine New elements planned: Find a Practitioner portal Searchable CJDH index Additional community groups.
CDHA Communityhttp://community.cdha.ca/welcome.htm Features forums, blogs and groups (listserves). 3,511 active community members. 489 in Independent Practice group and 185 in Educators group. New groups to be added.
CDHA Fan Page on FacebookLaunched April 2010 5,510 fanshttps://www.facebook.com/theCDHA
Twitter https://twitter.com/theCDHA A micro-blogging service. Posts or “tweets” are short messages of 140 characters (about 30 words). CDHA launched April 2010. 1,447 followers. Follow 567 accounts. On 56 Twitter lists. More than 7,130 posts.
Twitter Widget Recently added a Twitter widget to front page of website so those without Twitter accounts can still follow feed and access recent links.
More … LinkedIn – Similar to Facebook but associated with a professional profile and work related projects/interests. http://www.linkedin.com RSS Feeds - A feed or channel that allows people to subscribe (by hitting a button) to have web content delivered directly to them as it is created.
Sharing Sites Post/share/access videos, multimedia shows, images, photos, documents. Allows both sharing of information AND good for research for resources you need. http://www.youtube.com/user/TheCDHA/feed Launched March, 2010 – 744 views Slide share search for dental hygienists - 2,077 results http://www.slideshare.net/theCDHA
How to Keep Track of it All?Social Media Feed Aggregators TweetDeck HootSuiteFlock, Friend feed, Spindex, Yoono, Orsiso, Minggl, Google Buzz, Seesmic
What Do We Share All major announcements (awards, scholarships, positions, presentations, PD opportunities and membership information) Press releases Links to new studies, research, profession specific info in the news Links to our publications Employment opportunity postings Coming events Media articles highlighting members in the news Engage in conversations
Who Do We Share With? Follow and are followed by members, other professionals, public, related organizations (CDA, ADHA), dental industry (Hu Friedy, P&G, Crest), health organizations (Health Canada, Canadian Medical Association), politicians, healthcare bloggers, media and many others. Building strong interactive relationships with our members. Putting a personal face on the organization and helping us develop advocates.
What’s Next? Change is Always on the Horizon… 82% Canadians will access all content on smart phones/tablets by 2013. There will be more mobile than desktop users by 2015. Already more people using social networks from mobile devices than desktop clients. 91% of mobile users access social media channels vs. only 79% of desktop users. MORE immediate interaction BUT requires more vigilant and frequent monitoring and maintaining up-to-date platforms.
Why Do Any of This? Awareness of who is talking about you and what they are saying. Opportunity to increase oral health awareness and dental hygiene knowledge transfer. Thought leadership. Keeping front of mind with audience – members or clients current and potential, partners, competitors, government and other target audiences. Building personal learning networks Helps us to do our jobs more efficiently.
How Do We Succeed? Two years in and still work to do, but leaps ahead of many Canadian associations. Keep momentum, through constant monitoring of conversations, dialoguing, regularly posting updates, tracking and measuring success. We need to target and focus on what we do well and not try to do it all. Attention and resources to website is critical.“If you do a half way job trying to serve everyone, no one is coming back.”
Measuring Success “WHO” not how many. CONVERSION more than metrics. Not about quantity of followers/visitors or number of hits, about quality of what your “fans” DO for you. Traditional media hits a lot of people but SM hits the people that care. Create groundswell and use those who are passionate ambassadors of your brand. Give members tools to take our message beyond our immediate community and advocate on our behalf.
Measuring SuccessWhat People Are Saying @ONDentalHygiene: definitely bringing dental community together, connecting people, promoting dialogue & delivering current news. Love it! @chelsearoode: Awesome! Nice to have an easy way to keep in touch with whats going on! Has helped me a lot with school assignments! Great job! @Periowave We work across the globe and your feed is one of the best. Ricki Haviland on FB: I love getting the daily updates and interesting articles. I bring them up with co-workers often. :-)
Klout Score KLOUT is a measurement of cross platform social media success based on overall online activity, reach and influence. http://klout.com/theCDHA CDHA’s Klout Score is currently 52, an increase from 39 since 2011.
How Do We Stack Up?Comparison of Klout scores reveals with 52points CDHA is a leader in online engagement British Dental Association @TheBDA - 53 Canadian Dental Association @mydentalhealth - 48 British Columbia Dental Hygienists Association @BCDHA - 49 American Dental Hygienists Association (@ADHADOTORG) – 46 DHPRO - @DHPROca – 20 Canadian Medical Association – @CMA_GC – 41 Canadian Dental Assistants Association @CDAA_ACAD – 21
What Can YOU Do to Get Started? Get involved in a conversation. You can start by just listening! Explore the CDHA online Community Monitor a dental hygiene blog Fan/follow us on Facebook or Twitter Search the web,You Tube or Flickr for interesting dental hygiene content Subscribe to Google Alerts or other newsfeeds
Lexicon of Lingo OMG = oh my gosh/God LOL = laugh out loud / ROFL= roll on floor laughing BRB = be right back BTW = by the way IRL = in real life RT = Retweet FB= Facebook LI = LinkedIn LMK = let me know DM – Twitter direct message BBM – Blackberry messaging EM= email FF = Follow Friday on Twitter HTH = hope that helps IMO = in my opinionTop-50-twitter-acronyms-abbreviations-and-initialisms
Rules of EngagementPositive image and reputation is an important part of your profile.Only 20% of organizations have formal policies/guidelines in place.Social media policy/practice should embody: Organizational policies, codes of conduct, contractual obligations etc. extend to online activity. Don’t post anonymously. Be responsible Share interesting information. Respect confidentiality. Avoid controversial or malicious discussions. Be respectful and professional. Be responsive. Respect copyright. Think ahead…your electronic footprint is difficult to erase. Google DOES NOT forget!
ResourcesYour Dental Hygiene Practice & Social MediaA workbook written by CDHA member Cindy McQueenhttp://www.rdhbooks.com/Our_Books_QYOP.html50 Tips for using Twitter effectivelyhttp://www.bridiestypingservices.com/40-tips-for-using-twitter-effectively/The Health Communicators’ Social Media Toolkithttp://www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolkit_bm.pdfOral Health America’s Social Networking Guidehttp://oralhealthamerica.org/wp-content/uploads/OralHealthAmericaSocialMediaGuide-FFS20111.pdf
Wrapping it all up! Do nothing and fall behind. Social media will look different next year than it does now. Quick response, flexibility, open mind, adaptability. Risk vs. Reward. Social media can open you up to criticism but this provides an opportunity for engagement. Turn your critics into champions. People drive technology: don’t be afraid or overwhelmed. You are in the driver seat. It’s all about experimentation. What works best for you. Don’t have to use everything. HAVE FUN with it!
Good News! The CDHA communications team can help you navigate these muddy waters! We’re happy to help any member that requires assistance at any time. Contact us at firstname.lastname@example.org