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Social Media for building a pipeline for health professions


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How do we use social media build a pipeline for a diverse health workforce? It starts with you - your network, your engagement with the social media tools that make that process easier. Oh, and use it to engage your peers, not so much the students. You'll get more done.

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Social Media for building a pipeline for health professions

  1. 1. Let’s Share:<br />What are the 3 questions you have about this whole social media thing?<br />CHPC<br />1<br />
  2. 2. CHPC<br />2<br />
  3. 3. How do we spread the word?<br />You already have the skills.<br />You can think.<br />You can write.<br />You can use a telephone.<br />All of your daily work skills are transferable. <br />Persuasion / Cajoling<br />Consensus building<br />
  4. 4. CHPC<br />4<br />
  5. 5. Failure IS an Option<br /><br />CHPC<br />5<br />
  6. 6. CHPC<br />Only YOU can find what works for you & your organization<br />6<br />
  7. 7. CHPC<br />HELP is out there – tons of it<br /><br />7<br />
  8. 8. CHPC<br />8<br />
  9. 9. CHPC<br />What I learned from reading the agenda…<br />You Need…<br />Partnerships with employers, schools, parents, health systems & agencies<br />Student Participation & Success Metrics<br />Funding<br />9<br />
  10. 10. We can all do this! Take one step…<br />In the next 5-7 days:<br />For the PIPELINE: Listen to your Students – ask them how they use these new media tools<br />For YOU: Try one new tool to listen & use social media tools to connect.<br />For the NETWORK: Find and listen to your peers on-line<br />CHPC<br />10<br />
  11. 11. Congratulations!You now own your own network & newspaper<br />
  12. 12. But before we start…Be Strategic<br />Communications Goals should rule<br />What is your near-term goal? <br />Long-term?<br />What is your strategy?<br />How do these tools fit? <br />Are you the right messenger? <br />Are you listening? <br />Photo source:<br />CHPC<br />12<br />
  13. 13. Thinking about your audiences<br />Think about your audience?<br />Courtesy of<br />CHPC<br />13<br />
  14. 14. What social media tools are we using?<br />Website<br />Email Listserv<br />Blog<br />Twitter<br />Facebook / Groups<br />Facebook Like Page<br />LinkedIn account<br />Micro-site<br />Flickr<br />YouTube<br />Podcast<br />Other<br />Beth Kanter’s Continuum Crawl, Walk, Run, Fly!<br />CHPC<br />14<br />
  15. 15. How do we use these tools?<br />CHPC<br />15<br />
  16. 16. Reality Check on the Students<br />Pew 2010<br />CHPC<br />16<br />
  17. 17. Reality Check on the Students<br />75% of 12-17 year-olds now own cell phones<br />73% use social networking sites<br />Here’s what is available to them<br /><ul><li>Take pictures/ Share pictures
  18. 18. Play music & games
  19. 19. Exchange videos
  20. 20. Go online
  21. 21. Access social network sites
  22. 22. Use email</li></ul>CHPC<br />17<br />
  23. 23. Reality Check on the Students<br />More from Pew<br />21% of teens who do not otherwise go online say they access the internet on their cell phone. <br />41% of teens from households earning less than $30,000 annually say they go online with their cell phone. <br />44% of African American teens and 35% of Latino teens use their cell phones to go online, compared with 21% of white teens.<br />CHPC<br />18<br />
  24. 24. Reality Check on the Students<br />CHPC<br />19<br />Facebook Stats<br />
  25. 25. Reality Check on the Students<br />Opportunities for us…<br /><ul><li>Meet the students where they are – text & social networking
  26. 26. Ask, ask ask – for help, for advice
  27. 27. Simple questions = complex answers“What has this program meant to you?”
  28. 28. Where are your alumni? Can they help?
  29. 29. Make what you already do work for students
  30. 30. Make engaging easy - help them help you</li></ul>CHPC<br />20<br />
  31. 31. “It Gets Better”<br />Candor<br />Timeliness<br />Ease of access<br />CHPC<br />21<br />
  32. 32. So far, so good?<br />Now, let’s talk about you.<br />CHPC<br />22<br />
  33. 33. Facebook passes Google as <br />top visited site in the U.S.<br />March 2010<br /> <br /> <br />CHPC<br />23<br />
  34. 34. Five Things You & All of Us Can Do<br />Start where you are: LinkedIn as a starting point<br />Become an Informer: Build presence on Twitter<br />Make Your Own News: Make Photos/Videos available using Flip Cameras, Twitpic, & Flickr<br />Go home! Build robust on-line home for your work & use metrics to track success<br />Build a Fan Base: Use Facebook to provide a “home” for supporters & inform your communities<br />CHPC<br />24<br />
  35. 35. CHPC<br />Why is THIS guy smiling<br />Jeff Weiner, CEO at<br />25<br />
  36. 36. Huge Growth<br /> <br /> <br />
  37. 37. Status Updates <br />What You Need to Know:<br /><ul><li>Status Updates (140 character messages) keep your name, agency and your activities in front of your connections – without any extra effort from you
  38. 38. Can be sent from your cell phone!
  39. 39. Share insights, make requests, announce achievements, send event invitations, solicit help, and give or receive advice – immediately
  40. 40. Status updates can appear on the LinkedIn homepages of your direct connections, where they can comment or respond.
  41. 41. Updates are visible to your connections, your entire network, or all LinkedIn members (depending on your account settings).
  42. 42. Receive expert advice or suggestions from members of your network</li></ul> <br /> <br />Note: You can link other applications to your LinkedIn profile – SlideShare, WordPress, Twitter, Polls, etc.<br />
  43. 43. Available Info<br /> <br /> <br />
  44. 44. High Visibility<br /> <br /> <br />
  45. 45. 6 Degrees of Separation <br /><ul><li>Access to people and information matters!: For funding opportunities, research, recommendations, & advice.
  46. 46. Concept: with 6 Degrees of Separation everyone is at most six steps away from any other person on Earth - the “small world phenomenon”
  47. 47. The more robust your personal network, the fewer degrees between you and the people you want to know
  48. 48. Online, visible networks have benefits beyond offline networks – portability, speed, trust, durability, sustainability </li></ul> <br /> <br />Note: With social media, you can be better known, networked and noticed – without leaving your desk! <br />
  49. 49. The Possibilities<br />What would it mean for your program to be <br />connected to the leaders of your industry?<br />What would it mean for our effectiveness, for businesses, the nonprofit sector, and public sector partners to be connected on LinkedIn and other social media platforms?<br />What would it mean for this field to be the most connected and prepared in the country?<br />
  50. 50. Groups<br />Groups and online postings accelerate group learning, avoid waste, leverage resources (no need to experience every problem yourself)<br /> <br /> <br />Note: Younger generations are moving from email to text messages and platform-based communications<br />
  51. 51. LinkedIn – Integrating your Network<br />CHPC<br />33<br />
  52. 52. Be an Informer<br />CHPC<br />34<br />
  53. 53. Twitter Basics<br />Messages – 140 characters – a “Tweet”<br />Messages available to anyone – but sent directly to your “followers” accounts<br />Messages from the people you “Follow” sent to your account – all messages accessible through searching<br />Individual users have account names – identified by “@NAME”<br />CHPC<br />35<br />
  54. 54. Twitter?<br />15 Billion messages sent<br />140 characters or less<br />Millions of individual broadcasting networks with custom-built audiences<br />CHPC<br />36<br />
  55. 55. Twitter Starting Point - Listen<br />Counter-intuitive – listen first<br />Follow 5 new people – see who they “listen” to, then five more, then five more – watch the conversation happen<br />Try a search –<br />Read the conversation – who is saying what? Follow some interesting folks.<br />Adapted from<br />CHPC<br />37<br />
  56. 56. Listen…Search a “hashtag”<br />CHPC<br />38<br />
  57. 57. What have you learned by listening?<br />What conversations are out there?<br />Who is having them?<br />Is there a voice missing from the discussion? <br />Is there information missing?<br />What value can you add?<br />CHPC<br />39<br />
  58. 58. So – what do you have to say? And who is listening?<br />Personal thoughts<br />Are you first? The only? The most trusted to share it?<br />Replies (@twittername) - The more personal the reply the better. <br />Direct replies (d twittername) - this isn’t in the public timeline, but it helps build deeper bonds<br />New blog posts – yours & promote other people’s blog posts<br />Announcements - if it is interesting, tweet it <br />Shout outs - @twittername rocks! Thanks for the great link: These make people feel great, too.<br />Adapted from<br />CHPC<br />40<br />
  59. 59. Fear-free Tweeting<br />How could you message your peers about the Pipeline in 140 characters or less?<br />How would it be different than how you communicate now?<br />CHPC<br />41<br />
  60. 60. Managing it all<br />TweetDeck<br />hootsuite<br />CHPC<br />42<br />
  61. 61. What could you say on H1N1?<br /><ul><li>Take one step today to protect your parents – help them get the #H1N1 vaccine (link)
  62. 62. Most seniors in our county still haven’t been vaccinated for #H1N1. Help them get connected today (link)
  63. 63. Prepare for summer. Sunscreen and #H1N1 vaccines for the vulnerable people in your life (kids, seniors).
  64. 64. If you love someone, help them get vaccinated with the #H1N1 vaccine. Lots available in Alameda County.
  65. 65. Five seconds can mean a year of #H1N1 coverage. Help someone you love get the vaccine today.</li></ul>A moment of reflection:<br />What are my org’s social media barriers?<br />Who are my skeptics?<br />Who is already using social media? <br />CHPC<br />43<br />
  66. 66. Make Your Own News<br />Make News: Make Photos/Videos Available using Flip Cameras, Twitpic, & Flickr<br /><br />CHPC<br />44<br />
  67. 67. Record It!<br />Flip Video Cameras<br />$75 changes everything!<br />Easy to use<br />Easy to upload<br />Easy to share<br />Easy to evangelize<br />CHPC<br />45<br />
  68. 68. Using Video – Making a Point<br /><br />Use the minds of others<br />CHPC<br />46<br />
  69. 69. Building your Broadcast Network <br />Lobby Day 2010<br />A Tree Falls & Everyone Hears<br />CHPC<br />47<br />
  70. 70. Take Pictures – Define the Images & Debate<br />Cameras<br />Cellphones<br />iPhones<br />CHPC<br />48<br />
  71. 71. Distribute your photos - instantly<br />CHPC<br />49<br />
  72. 72. Distribute your photos - instantly<br />CHPC<br />50<br />
  73. 73. Aggregate your photos<br />CHPC<br />51<br />
  74. 74. A moment of reflection:<br />So…what do you have? Video? Photos?<br />How could you use it to have a discussion?<br />Could you post it? Host it? Re-mix it? <br />CHPC<br />52<br />
  75. 75. Let’s build a home on the web<br />CHPC<br />53<br />
  76. 76. Let’s build YOUR home<br />CHPC<br />54<br />
  77. 77. Let’s build YOUR home<br />Websites are cheap<br />Websites are easy<br />Websites can be updated<br />Websites are YOUR space<br />CHPC<br />55<br />
  78. 78. Website in 5 minutes or less<br />Getting Started<br />URL - OR <br />Easy - host your site at, register an account and you’ll be ready to begin building your site in no time.<br />5 Minutes – Wordpress is famous for its “Five minute” installation. Follow the instructions and you’ll be up and running in no time.<br />CHPC<br />56<br />
  79. 79. Track It!<br />Unique Visitors<br />Visits/Visitors<br />Pages<br />Hits<br />Robots/Spiders<br />Visits Duration<br />Referrers<br />Key words/phrases<br />Your Boss or Funder<br />CHPC<br />57<br />
  80. 80. Facebook passes Google as <br />top visited site in the U.S.<br />March 2010<br /> <br /> <br />CHPC<br />58<br />
  81. 81. Facebook – Your Home<br />Link to News Item<br />Promote Event<br />CHPC<br />59<br />
  82. 82. Facebook – Update Quickly<br />Link to Blog<br />Post a photo<br />CHPC<br />60<br />
  83. 83. Facebook – Innovative tools built in<br />CHPC<br />61<br />
  84. 84. Best Practices to Build a Following<br /><ul><li>Ask their opinion
  85. 85. Test their knowledge
  86. 86. Promotions
  87. 87. Say thank you
  88. 88. Recruit Fans – w/ prizes</li></ul>Adapted from Beth Kantor’s Social Media Lab – Facebook & Mashable<br />CHPC<br />62<br />
  89. 89. Add Free “Apps”<br />That was easy<br /><br />CHPC<br />63<br />
  90. 90. Facebook – Engage & Measure<br />Just do it!<br />Put someone in charge & make them accountable<br />Refresh, remix, reboot your ontent<br />Track, measure and grade your progress<br />Set it up: Set your fan page settings appropriately. Here’s a four minute video<br />CHPC<br />64<br />
  91. 91. It’s in There”<br /><ul><li>Measure it: Some things to measure (per Beth Kanter)
  92. 92. Total Fans / Unsubscribers
  93. 93. New / Removed Fans
  94. 94. Page Views
  95. 95. Media Consumption
  96. 96. Unsubscribes / Re-subscribes</li></ul>CHPC<br />65<br />
  97. 97. Facebook Like Page – Alert<br />CHPC<br />66<br />
  98. 98. Facebook Fan Page – Listen & Engage<br />CHPC<br />67<br />
  99. 99. How Do You Feel?<br />CHPC<br />68<br />
  100. 100. Fear Free Social Media to Strengthen Pipeline Prorgrams? Discuss.<br />CHPC<br />69<br />
  101. 101. Let’s go to work!<br />Practice <br />Create <br />Fail/Learn<br />CHPC<br />70<br />
  102. 102. We can all do this! Take one step…<br />In the next 5-7 days:<br />For the PIPELINE: Listen to your Students – ask them how they use these new media tools <br />For YOU: Try one new tool to listen & use social media tools to connect.<br />For the NETWORK: Find and listen to your peers on-line<br />CHPC<br />71<br />
  103. 103. Dan Cohen, PrincipalFull Court Press Communicationsdan@fcpcommunications.com510-465-8294<br />