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Social Media For Cancer Centers

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I created this presentation to present the need for use of social media in our cancer center. It is specific to this center but can be easily adapted. The similar presentation is more general and …

I created this presentation to present the need for use of social media in our cancer center. It is specific to this center but can be easily adapted. The similar presentation is more general and has some copyrighted material in it. There is no copyrighted material in this despite my forgetting to take that notation out of the last slide.

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  • Using the online channel better should be a development priority.And, recognize that your middle and major donors are coming to your web site, and what they see may influence their giving decisions. Ask yourself: Is our web site up to the task? Are our emails inspiring?
  • Writing information, reports, news items, etc, is easily transformed to social network’s blogging and mini-blogging. Posting or sharing photos or video can be done on multiple platforms.
  • @theNCI @NCIMedia @NCIPrevention @NCImcMedia (1 – follows other CC accts, 2 – office of media relations, 3 – Cancer Prevention, 4 – office of multi cultural media)
  • Transcript

    • 1. Social Media For Non-Profits
    • 2. Something to keep in mind during this presentation
      80% of wealthy donors who are online made a gift online using a credit card
      51% prefer to give online
      We currently have no way for our donors to give directly to the Cancer Center online
      Source: ConvioThe Wired Wealthy (March 2008)
    • 3. NCI Cancer Centers & Online Giving
    • 4. … in short
      84% of NCI Cancer Centers are able to directly take donations online either on their own site, or through their parent site with a selection for the Cancer Center fund
      2% more plan on implementing online giving in the near future
      11% (which includes our Center) can only take online donations through a general fund on the parent website
      3% do not take donations online
    • 5. What is Social Media
      Social Media is people using tools (like blogs & video) and sites (like Facebook, LinkedIn & Twitter) to share content and have conversations online.
    • 6.
    • 7. It can get complicated
    • 8. Why should we care?
      In 2005, 8% of all adults online had a profile on a social network site. Today, over 35% do.
      In the US alone over 110 million people use social media on a regular basis
      Source: Pew Internet & American Life Report (January 2009) Anderson Analytics report on Social Media (July 2009)
    • 9. In December 2008, 76 Million people visited MySpace.com – a 10% increase from the previous year.*
      50% of adults online have a profile on MySpace.
      65% cited MySpace as their most valuable network
      Sources: ComScore Inc. (December 2008) Pew Internet & American Life Report (January 2009) Anderson Analytics report on Social Media (July 2009)* Unless otherwise noted, stats are for the United States
    • 10. In December 2008, 54.5 million people visited Facebook – a 57% increase from the previous year.
      22% of adults online have a profile on Facebook.
      75% said Facebook was their most valuable network
      Sources: ComScore Inc. (December 2008)
      Pew Internet & American Life Report (January 2009) Anderson Analytics report on Social Media (July 2009)
    • 11. In August 2008, 23.7 million people visited YouTube.
      Every minute, 13 hours of video are uploaded to YouTube.
      1 out of 3 videos viewed online is on YouTube.
      EINSTEIN has a YouTube account and posts all its videos there.
      Source: ComScore Inc. (August 2008)
    • 12. 64 million people worldwide use the photo sharing site Flickr.
      More than 3 billion images are posted on Flickr.
      Each day 2.5 to 3 million new photos are uploaded.
      Sources: ComScore Inc. (December 2008) Wikipedia
    • 13. In December 2008 4.5 million people visited Twitter - a 753% increase from the previous year. Twitter.com visits from May 2008 - May 2009 increased 1,444%
      70% of twitter users joined in ‘08.
      5-10 thousand new accounts are created daily.
      Sources: Compete (December 2008)
      Hubspot State of the Twittersphere (December 2008)
    • 14. A quick search of online blogs shows that even if we do not participate in social media people are talking about us in their blogs (web logs).
      This search revealed 74 hits for Albert Einstein Cancer Center
    • 15. The first link in the search revealed at least 2 obvious errors – the first is highlighted at right. It says “Albert Einstein College of Prescription”
      Source: Partiesstretch blog 7/22/2009
    • 16. The Government is “Suggesting” use of Social Media
      By May 21, 2009, the Office of Management and Budget is expected to release an Open Government Directive that details how federal agencies will adopt innovative tools such as Twitter and other social media sites to enhance inter-agency collaboration, increase transparency and foster citizen participation in agency decision-making
      Source: Health and Human Services New Media Website
    • 17. Social Media in Plain English
      A video
    • 18. Just a few of the many Social Media sites
    • 19. It comes down to the single fact that if you are online, then you are using social media.
      Universal McCain Comparative Study on Social Media Trends (March 2008)
    • 20. 73%of active online users have read a blog
      Universal McCain Comparative Study on Social Media Trends (March 2008)
    • 21. 57%have joined a social network
      Universal McCain Comparative Study on Social Media Trends (March 2008)
    • 22. 55%have uploaded pictures
      Universal McCain Comparative Study on Social Media Trends (March 2008)
    • 23. 22%have uploaded videos
      Universal McCain Comparative Study on Social Media Trends (March 2008)
    • 24. Our donors are online …
      In 2007, total online giving in the US reached over $10 billion – a 52% increase over 2006.
      51% of wealthy donors prefer to give online.
      Source: ConvioThe Wired Wealthy (March 2008)
    • 25. … and they use Social Media.
      52% of these “wired wealthy” donors use YouTube.
      16% use LinkedIn
      14% use MySpace
      12% use Flickr
      9% use Facebook
      Source: ConvioThe Wired Wealthy (March 2008)
    • 26. What the “Wired Wealthy” are saying about giving
      “I would want them to evolve in their approaches – to show me that they are constantly innovating, constantly thinking creatively about what’s next, and not just dealing with what’s here and now. And that in a way is sort of inspiring in itself.”
      Source: ConvioThe Wired Wealthy (March 2008)
    • 27. Non-Profits on MySpace
    • 28. Non-Profits on MySpace
      There are 28,929 non-profit groups on MySpace
      Along with the official American Cancer Society site there are 57 other MySpace sites which have something to do with the ACS
    • 29. Non-profits on FaceBook
    • 30. Cancer Centers on FaceBook
      There are over 500 Groups that contain the words “Cancer Center” in their name. Many of the well known cancer centers have a group page.
    • 31. Cancer Centers on YouTube
      (College account)
    • 32. Non-profits on Flickr
    • 33. Non-profits on Twitter
    • 34. Cancer Centers on LinkedIn
      Of the 24,740 Non-Profit groups There are 580 which are cancer related. 34 of these contain the words “Cancer Center” in their name.
    • 35. Cancer Centers on Twitter
      The number of NCI designated Cancer Centers on twitter is growing daily. The NCI itself currently has 4 official accounts. Vanderbilt is one example of an employee (Communication Director) who uses their personal account to tweet for them.
      Albert Einstein
      AMC Cancer Res
      Arizona
      City of Hope
      Colorado
      Dana-Farber
      Fox Chase
      Hutchinson
      Mayo Clinic
      MD Anderson
      Moffitt
      MUSC Hollings
      Roswell Park
      St. Jude
      The James OSU
      UMD Greenbaum
      UNC Lineberger
      Vanderbilt-Ingram
    • 36. Notice a trend?
      51% of social network users have 2 or more online profiles.
      Savvy non profits are on more than one Social Media site.
      Source Pew Internet & American Life Report (January 2009)
    • 37. Twitter Success Story
      Epic Change used Twitter to raise over $11,000 in just 48 hours to help build a classroom in Tanzania.
      Over 98% of donors had never before donated to Epic Change
      Source: Tweetsgiving.org
    • 38. Why it worked
      Clear, achievable but audacious goal
      Short deadline gave sense of urgency
      Easy to understand, easy to give
      Fun, positive focus
      Leveraged existing networks
      Recognized top donors
    • 39. Facebook Success Story
      The “Dollars for Darfur” group on Facebook has over 5,000 student members and raised almost $150,000 in 2007 to help stop the genocide in Sudan
      Source: Nonprofit 2.0 (November 2008)
    • 40. Why it worked
      Harnessed the power of young people
      Used the right Social Media networks
      Easy to get involved
      Incentives to top fundraisers
      Source: savedarfur.org/dollarsfordarfur
    • 41. Flickr Success Story
      Oxfam America created a photo competition campaign on Flickr to put pressure on Starbucks to give poor coffee farmers in Ethiopia a chance to earn more profits. It worked.
      Source: oxfamamerica.org/whatwedo/campaigns/coffee/starbucks/
    • 42. Why it worked
      Simple, clear message
      Easy to get involved
      Leveraged existing supporters
      Integrated campaign across multiple Social Media sites
      Frequent updates
      PR
      Video Pic: Oxfam America
    • 43. The 5 Rules of Social Media
      For Non Profits (and everyone else)
    • 44. 5 Rules of Social Media for Non Profits
      1. Listen. Social Media is not about you. It’s about people’s relationships with you. Listen before you speak.
    • 45. How to Listen …
      Use the H.E.A.R. method of listening:
      H
      Listen carefully to what is being said
      EAR
      E
      Put yourself in the speakers “shoes”
      MPATHIZE
      A
      Determine what the goals of the speaker are and if there is any underlying meaning
      NALYZE
      R
      Reply with a meaningful, constructive, thought out response
      ESPOND
    • 46. 5 Rules of Social Media for Non Profits
      Get involved. Social Media is about conversations and building relationships. It takes effort.
      Don’t just talk about yourself. Ask questions, engage people and link, Most of all be inspiring.
    • 47. 5 Rules of Social Media for Non Profits
      Give up control. You can’t control the conversation. If you want people to spread your message, you have to trust them.
      Listen. Inspire. Engage. Let go.
    • 48. 5 Rules of Social Media for Non Profits
      Be honest. You can’t spin the truth with Social Media. Be open, honest and authentic in everything you say and do.
    • 49. 5 Rules of Social Media for Non Profits
      Think long term. Don’t expect immediate, easily measurable results. It takes time to build trust and make connections.
    • 50. Source: Health and Human Services New Media Website: http://newmedia.hhs.gov/socialmedia101.html#f13
    • 51. The Nonprofit Social Network Survey Report
    • 52. Between February 20 and April 15, 2009, 980nonprofit professionals responded to a survey about their organization’s use of online social networks.
      Source: Non Profit Social Network Survey Report
    • 53. Popularity of Social Networks
      Source: Non Profit Social Network Survey Report
    • 54. Respondents doing fundraising on Social Networks
      Source: Non Profit Social Network Survey Report
    • 55. Types of Organizations responding to this survey
      Source: Non Profit Social Network Survey Report
    • 56. 10 things to do BEFORE setting up Social Media
    • 57. 10 things to do BEFORE setting up Social Media
      Determine your message
      What are you trying to say? Do you have more than one message? Develop a short paragraph that encapsulates what you want to say and continually reference it as you work on social media tools.
      Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html
    • 58. 10 things to do BEFORE setting up Social Media
      Determine who the audience is
      Who is your audience? Are they tech savvy? Creating a plan to enter the social media arena is irrelevant if none of your audience will follow you there. Consider surveying your donors to determine how they want to hear from you.
      Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html
    • 59. 10 things to do BEFORE setting up Social Media
      Develop goals
      What do you want to achieve from social media? Donations? Awareness? Determine your goals and remember to keep them handy as you progress.
      Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html
    • 60. 10 things to do BEFORE setting up Social Media
      Determine the exact ROI expected
      This goes hand in hand with #3. Get specific about the return on investment you are expecting. If you want donations, what's the amount? If you are looking for new supporters, how many?
      Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html
    • 61. 10 things to do BEFORE setting up Social Media
      Research and determine which social media tools work for you
      There are multiple social media tools out there. It's important to determine which ones work for you. Signing up for everything isn't going to be the best use of your time.
      Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html
    • 62. 10 things to do BEFORE setting up Social Media
      Create a strategy
      Developing a strategy for your social media activity is extremely important. You need to determine what content you want to create and where you want to put it.
      Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html
    • 63. 10 things to do BEFORE setting up Social Media
      Create the analysis method
      What's your method for analysis? It's important to track what you do on social media tools so you can examine whether you are achieving the ROI that you want.
      Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html
    • 64. 10 things to do BEFORE setting up Social Media
      Determine the main contributor as well as the sub contributors
      Who's writing the content for your social media sites? Is it the same person who's posting them? Are there more than one person contributing? Hashing this out ahead of time will make the process flow much smoother.
      Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html
    • 65. 10 things to do BEFORE setting up Social Media
      Develop content ahead of time
      Create some of the content you need ahead of time so you aren't scrambling to find something to post/write about everyday.
      Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html
    • 66. 10 things to do BEFORE setting up Social Media
      Develop response procedure
      What's your procedure if you recieve a negative comment from someone? Or even a positive one? Determine how you handle questions and comments from your audience.
      Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html
    • 67. Social Media Metrics
      There are 2 distinct ways to measure the effect of Social Media
      Qualitative
      Quantitative
      “Not everything that can be counted counts, and not everything that counts can be counted.”
      (Sign hanging in Albert Einstein’s Princeton office)
    • 68. Social Media Metrics
      Measuring Qualitative success by the relationships to members
      We are building better relationships with constituents by learning more about them to fine-tune Einstein’s focus and programs.
      Messages delivered to the community are being shared member-to-member and with the outside world.
      Blog posts are building momentum in the number of quality comments that give insight into supporters’ opinions.
      Members are using the community to actively trade knowledge and insights and are meaningfully supporting fellow constituents’ concerns, passions and goals.
      Source: Bob Cramer: http://www.nonprofitmarketingblog.com/comments/what_are_the_metrics_of_success_for_your_online_community/
    • 69. Social Media Metrics
      Measuring Qualitative success by the relationships to members
      Such indicators reveal how well we are communicating with our members, and how well they are communicating back to us – and with each other. Again, all this points back to more engaged and passionate supporters, something essential to meeting fundraising goals.
      Source: Bob Cramer: http://www.nonprofitmarketingblog.com/comments/what_are_the_metrics_of_success_for_your_online_community/
    • 70. Social Media Metrics
      Measuring Quantitative success, some possible metrics:
      Increases in the number of people joining the community.
      Increases in page views on our website, and in the average duration of site visits.
      Conversion rates of member to member-donor.
      Number of days from community registration to first donation.
      Increases in donation averages, or in members who donate multiple times.
      Source: Bob Cramer: http://www.nonprofitmarketingblog.com/comments/what_are_the_metrics_of_success_for_your_online_community/
    • 71. Social Media and ROI (Return On Investment)
      Social media networking is the process of interacting with other individuals through the specific social media tool or community. For example, you could talk to people with similar interests in a forum or communicate with them through a more fragmented platform like Twitter.
      Whatever method you choose, there are usually four main goals:
      Increased brand awareness.
      Improved reputation.
      Personal Development.
      Relationships with benefits.
      http://www.doshdosh.com/social-media-networking-and-roi/
    • 72. Increased Brand Awareness
      You’re interacting with others on the social media channel in order to build awareness for your personal and business brand. You’re increasing your visibility in the right areas and trying to stick in the minds of others through active interaction on many different levels. From this perspective, networking also works to drive traffic back to your website.
      http://www.doshdosh.com/social-media-networking-and-roi/
    • 73. Improved reputation
      You want to improve how others think about your website so you hang out in forums or networking sites, in order to respond to feedback. You want to keep the communication channels open on all social media fronts. You may also want to improve your reputation as an expert by being consistently involved in discussions on topics that are relevant to your business or website.
      http://www.doshdosh.com/social-media-networking-and-roi/
    • 74. Personal Development
      Networking with the right people will keep you in the loop on industry happenings and will also improve your knowledge levels. A big part of networking is observation. Seeing how others reflect or participate in conversations is a great way to improve your own experience in the field.
      http://www.doshdosh.com/social-media-networking-and-roi/
    • 75. Relationships with Benefits
      One can network with others with the aim of extracting future benefits such as testimonials, links or recommendations. Others are more likely to provide you with a benefit when you’ve taken the effort to interact with them. Networking is a way to build relationships that can be mutually beneficial.
      http://www.doshdosh.com/social-media-networking-and-roi/
    • 76. Sources
      Aaron Stiner (November 6, 2008). Nonprofit 2.0 http://aaronstinerdrb.blogspot.com/2008/11/nonprofit-20-how-nonprofits-can-use.html
      ComScore Inc. http://www.comscore.com
      Convio, Sea Change Strategies and Edge Research (March 24, 2008). The Wired Wealthy: Using the Internet to Connect with Your Middle and Major Donors. http://my.convio.com/?elqPURLPage=104
      Hubspot (December 2008). State of the Twittersphere: Q4 2008. http://cdnqa.hubteam.com/State_of_the_Twittersphere_by_HubSpot_Q4-2008.pdf
      Pew Internet & American Life Project (January 14, 2009). Adults and Social Networks Report. http://www.pewinternet.org/PPF/r/272/report_display.asp
      Universal McCann (March 2008). Power To The People - Wave3 Study on Social Media Trends. www.universalmccann.com/Assets/wave_3_20080403093750.pdf
      YouTube. http://www.youtube.com/nonprofits
      Nielsen Social Media QuickTake for May 2009
      PrimalMedia.com
      Bob Kramer: http://www.nonprofitmarketingblog.com/comments/what_are_the_metrics_of_success_for_your_online_community/
      Lindsey Patten, Notes for Non-Profits, http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html
      Nonprofit Social Network Survey Report http://nonprofitsocialnetworksurvey.com
      Some images from Google image search
      Anderson Analytics report on Social Media (July 2009) http://www.andersonanalytics.com/
      The Conversation Prism http://theconversationprism.com/
      Partiesstretch Blog 7/22/2009 http://travelsocietyblog.com/partiesstretch/2009/07/22/new-test-may-predict-breast-cancer-metastasis/
      Health & Human Services New Media website http://newmedia.hhs.gov/socialmedia101.html
      NetworkWorld (4/09/2009) http://www.networkworld.com/news/2009/030909-feds-twitter.html?page=1
      Portions of this presentation copyright PrimalMedia.com

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