SOCIAL MEDIAAND SPORTS MEDICINE   Rob Cottingham / @robcottingham    Alexandra Samuel / @awsamuel           SocialSignal.com
Rob Cottingham / rob@socialsignal.com       Twitter: robcottingham
WHAT IS SOCIAL MEDIA?
<body bgcolor="black">	      	      <center>	      	      	      <table border="0" cellpadding="0" cellspacing="0" frame="...
+
Hey, everyone - I just made a video!It took me hours. Honest to God, you wouldn’t believehow long it took me to digitize t...
message!
WHY USE SOCIAL MEDIA?
• storytelling• connecting• sharing   knowledge
• attract   new patients• strengthen   relationships• promote     events• promote     health• connect    with colleagues• ...
WHAT ARE THE SUCCESS     FACTORS?
FacebookTwitter                                                          Blog     http://www.flickr.com/photos/nicholas_t/3...
USE FACEBOOK TO...• share    links• rally   supporters, clients/patients, fans• host    events• share    media
FACEBOOK.COM/PAGES/• set   up a new Page• set   up an Event• share   a link
USE IT TO...• share   discoveries, ideas, inspiration, expertise• share   content you’ve created• share   activity• share ...
USE IT TO...• tell   stories• share    tips, expertise• share    media• aggregate    activity
ENGAGING
WHY• build   practice• extend    mission• advocate    for your discipline• communicate        with colleagues• build   com...
WHO• clients• prospective   clients• colleagues• opinion   leaders• decision-makers
HOW• health   issues          • ask-a-practitioner• treatment    stories     • online   resources, media• photo    contest...
WHAT• comments         and replies• fans   and followers• mentions, links     and reposts• attendance• new    clients
FIRST STEPS              • keep   it simple              • manage    expectations              • manage    your time      ...
YOUR ADVANTAGE:     I.C.E.S.
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
Keynote to 2011 SportMedBC AGM
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Keynote to 2011 SportMedBC AGM

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I delivered the opening keynote to the 2011 SportMedBC annual general meeting; for everyone who's requested it, here's the Keynote deck that I used.

(As usual, my presentation deck won't be that relevant to folks who weren't there. A lot of it consists of screen captures that I explain, or images meant to support or illustrate points I make. In other words, if some of this seems baffling... it isn't just you. :-> )

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  • Here&apos;s how Wikipedia defines it: Social media are media designed to be disseminated through social interaction, using highly accessible and scalable publishing techniques.\nNow we&apos;re getting somewhere. We&apos;re talking about content shared through people interacting with each other, using widely-available and accessible technologies that can scale up to reach a lot of people.\nThat definition tells us something. And it also hints at some exciting possibilities.\n\n
  • But to understand where we are, and where this is all going, it helps to know just how far we&apos;ve come.\n\n1997 - the year I started working online full time, and the word &quot;weblog&quot; was first coined\n- to get text onto a web site:\n- had to manually code in HTML (slide)\n- upload those files to a web server using something called FTP\n- any links, any navigation, any new pages - you had to add them all in HTML\n- to get video onto a web site:\n- had to arrange with your web host to have special server software installed\n- had to digitize the video from a tape\n- had to encode that file in some proprietary format, sometimes with expensive software\n- then you had to manually code HTML to embed the video on a web page\n- and upload everything using FTP\n\n
  • 2010 - I can create a blog with one click or email message - Posterous\n\n\n
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  • Most forms of traditional communication -- radio, tv, print -- are about pushing a message to your audience. And most first-generation web sites worked the same way: by pushing a message. All the kinds of &amp;#x201C;push&amp;#x201D; or &amp;#x201C;broadcast&amp;#x201D; communications are like giving a speech to a passive audience.\n
  • Social media is more like a conversation. Your web site doesn&amp;#x2019;t just contain the message you&amp;#x2019;re pushing out -- it also gives your audience a way of talking, too.\n
  • That means a shift from broadcast to conversational communications. Broadcast media and the traditional web have one point of control over the message.\n
  • Social media has many authors, all making their contributions. There is no one point of control. It&amp;#x2019;s a conversation.\n
  • And whereas traditional broadcast ads are interruptive - breaking into the flow of a TV show or radio broadcast...\n
  • ...with social media, your audience is deciding what it wants to hear from you and when.\n
  • easy to use, massively connected, massively shareable\ncreate - converse - connect - collaborate\n
  • So if social media is so disruptive, why use it?\nPartly b/c your patients are using it. Your colleagues are using it. This is where conversations happen.\nAnd partly to restore the balance in your relationship w patients\n
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  • What works? Honesty - transparency - personal voice - conversation - value - listening more than talking\n
  • What works? Honesty - transparency - personal voice - conversation - value - listening more than talking\n
  • What works? Honesty - transparency - personal voice - conversation - value - listening more than talking\n
  • What works? Honesty - transparency - personal voice - conversation - value - listening more than talking\n
  • What works? Honesty - transparency - personal voice - conversation - value - listening more than talking\n
  • What works? Honesty - transparency - personal voice - conversation - value - listening more than talking\n
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  • What doesn&amp;#x2019;t? Dishonesty, impersonal voice, broadcast-only, insufficient resources.\nAuthentic relationships and conversations are at the heart of this. If people feel manipulated, they flee in droves. Respect them, and they&amp;#x2019;ll warm to you.\n
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  • An example of a news feed\n
  • A profile - note these are making way for Timelines.\n
  • A profile - note these are making way for Timelines.\n
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  • How to add a friend...\n
  • ...and how to remove one\n\n
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  • ...and start completing a profile.\n
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  • Anatomy of a blog\n
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  • Widgets help to tie it together\n
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  • Kevin Costner &amp;#x201C;if you build it they will come&amp;#x201D; - Field of Dreams lied to us\n
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  • ICES: Information, Community, Ergonomics, Stories\n
  • Keynote to 2011 SportMedBC AGM

    1. 1. SOCIAL MEDIAAND SPORTS MEDICINE Rob Cottingham / @robcottingham Alexandra Samuel / @awsamuel SocialSignal.com
    2. 2. Rob Cottingham / rob@socialsignal.com Twitter: robcottingham
    3. 3. WHAT IS SOCIAL MEDIA?
    4. 4. <body bgcolor="black"> <center> <table border="0" cellpadding="0" cellspacing="0" frame="" width="100%" height="90%"> <tr align="center" valign="middle"> <td> <table border="0" cellpadding="0" cellspacing="0"> <tr> <td colspan="3" bgcolor="#ffcd38"><spacer type="block" width="1" height="1"></td> </tr> <tr> <td bgcolor="#ffcd38"><spacer type="block" width="1" height="1"></td> <td> <table border="0" cellpadding="0" cellspacing="0" frame="" width="459" bgcolor="#00695e"background="images/bgndteal.gif"> <tr> <td align="center"><font color="#ffffcc" size="4">&nbsp;</font><img height="26" width="372"src="images/rightnow3.gif" border="0" hspace="10" vspace="10" alt="Right now, the official U.S. time is:"><font color="#ffffcc" size="4"><br> </font></td> </tr> <tr> <td align="center"><font size="7" color="white"><b>07:21:48<br> </b></font><font size="5" color="white">Wednesday, April 14, 2010<br> </font> <p><a href="timezone.cgi?Pacific/d/-8" onclick="ReloadMe();"><font color="#8bb9b1"face="Arial,Helvetica,Geneva,Swiss,SunSans-Regular" size="2">Click here to refresh time snapshot</font></a><font color="#8bb9b1"face="Arial,Helvetica,Geneva,Swiss,SunSans-Regular" size="2"><br> </font><font color="#c7ee59" face="Arial,Helvetica,Geneva,Swiss,SunSans-Regular"size="2">&nbsp;</font></td> </tr> <tr> <td align="center"><img height="3" width="438" src="images/clock/horz2line.gif" vspace="5"alt=" "></td> </tr> <tr valign="middle"> <td align="center"><font size="6"> <table border="0" cellpadding="0" cellspacing="3" frame=""> <tr> <td><a href="/"><img src="images/clock/changetz4.gif" width="74"height="39" name="button2" border="0" alt="Change time zone"></a></td> <td>&nbsp;&nbsp;&nbsp;&nbsp;</td> <td align="center"><font color="#c7ee59"face="Arial,Helvetica,Geneva,Swiss,SunSans-Regular">You chose the <b>Pacific timezone</b></font><br> <font color="#c7ee59" face="Arial,Helvetica,Geneva,Swiss,SunSans-Regular" size="2">Coordinated Universal Time -7 hours; Daylight Saving Time</font></td> </tr> </table> </font></td> </tr> <tr> <td align="center"><img height="3" width="438" src="images/clock/horz2line.gif" vspace="5"alt=" "></td> </tr> <tr> <td align="center">&nbsp;<font color="#66a187"><br> </font><font color="white">&nbsp;</font></td> </tr> <tr> <td align="center">
    5. 5. +
    6. 6. Hey, everyone - I just made a video!It took me hours. Honest to God, you wouldn’t believehow long it took me to digitize this frigging thing, andthen get it encoded in three different formats, and then towrite the HTML and upload everything to the web. Butit’s worth it, right?!Oh, please, please tell me it’s worth it. People, that’s twodays I’m never going to get back... two hellish days of +tweaking and troubleshooting and if I never see anotherangle bracket again it’ll
    7. 7. message!
    8. 8. WHY USE SOCIAL MEDIA?
    9. 9. • storytelling• connecting• sharing knowledge
    10. 10. • attract new patients• strengthen relationships• promote events• promote health• connect with colleagues• lead thinking
    11. 11. WHAT ARE THE SUCCESS FACTORS?
    12. 12. FacebookTwitter Blog http://www.flickr.com/photos/nicholas_t/3782979381/
    13. 13. USE FACEBOOK TO...• share links• rally supporters, clients/patients, fans• host events• share media
    14. 14. FACEBOOK.COM/PAGES/• set up a new Page• set up an Event• share a link
    15. 15. USE IT TO...• share discoveries, ideas, inspiration, expertise• share content you’ve created• share activity• share an event• promote a cause• have a conversation
    16. 16. USE IT TO...• tell stories• share tips, expertise• share media• aggregate activity
    17. 17. ENGAGING
    18. 18. WHY• build practice• extend mission• advocate for your discipline• communicate with colleagues• build community
    19. 19. WHO• clients• prospective clients• colleagues• opinion leaders• decision-makers
    20. 20. HOW• health issues • ask-a-practitioner• treatment stories • online resources, media• photo contest • things you’ve learned• live reports • organize an offline event• common questions • ...countless more!
    21. 21. WHAT• comments and replies• fans and followers• mentions, links and reposts• attendance• new clients
    22. 22. FIRST STEPS • keep it simple • manage expectations • manage your time • learn, build... and share
    23. 23. YOUR ADVANTAGE: I.C.E.S.

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