Social Media for Global Health ghc2011

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  • “ Thank you, _________________. Welcome everyone…” I’m Andrew Cohen of Forum One Communications. Thank you for joining us. I hope that we will be able to continue our conversation even after this session is over. You can find me on Twitter at AndrewJCohen or just send me an email via acohen at forumone dot com.”
  • So to put it into perspective as far as global health, we’ll talk today about using social media with our global health products – and those vary, but often they are big new publications we produce, content like the GH magazine, and events, like this conference, or like individual panels or small events throughout the year.
  • With social media, we need to have a vision for how we approach it. We can help you with that. Let me take you through a simple model regarding how we think about it. Home Base – Priority 1 (50% of your time budget) “ Social” portion of your hosted presence Outposts – Priority 2 (40% of your time budget) Key social sites that you actively participate in Passports – Priority 3 (10% of your time budget) Profiles on lower priority social sites Mostly to listen, occasionally participate Note: Presence management framework derived from original work by Chris Brogan
  • This is Beth Kanter’s guide to managing your social media. Your listening and participating can be as little as 1 hour a week. Consider what you’re trying to accomplish on social media and divide your time up each week among the areas that you think will best suit your goals. This is a sample timeline based on a max of 12 hours per week, but depending on what you’re trying to do you may need less time, you may need more.
  • First Facebook. How many of you have a Facebook account? How many of you have reconnected with someone from college? High school? Elementary School? How many of you have made a new useful professional connection? That’s one of the challenges. Facebook is still mostly about socializing and having fun. However, we are increasingly seeing organizations promoting their content and events and finding it a valuable place to be. On occasion, some organizations use Facebook for direct fundraising.
  • Facebook is one of the Outposts we mentioned. There’s definintely an opportunity to stake your claim within Facebook and grab a share of their audience. Why do we care so much? Well, it’s extremely popular. It registers more daily visits now than Google, Yahoo, or any other website you can imagine. It nets over 70 billion visits a day across the planet. And unlike other sites, it has staying power. The average users spends 50 minutes a day! It rivals television for our discretionary time. It’s not a fleeting site like Google Search. With Google Search, you find what you’re looking for and you move on. Facebook is a place where people stay and engage. As evidence of its importance, Facebook is now the leading way people share photos with each other. And Facebook is rolling out a new messaging platform that is only going to increase people’s dependance on Facebook for email messaging.
  • People always want to know who it is good for. The answer is becoming everybody. It’s large: well over 600 million globally. About 1 out of 3 Americans have a Facebook account now -- over 164 million people. It’s does skew younger and slightly female. But the largest growth are among people who are older. On average, people have 130 “friends.” increasingly, Facebook as a whole is resembling the population at large. But Facebook is many subcommunities. So the more important question for programs are the demographics of your prospects and supporters. I’ll tell you more about that in a few minutes.
  • We often get the question. “What’s the difference between a Group and a Page?” and “Which one should I use?” Well, fortunately Facebook made the distinction clearer in recent months when they launched “New Groups.” New Groups are designed to enable sharing of information among small groups of people who already know each other like families, classmates, or co-workers. They can be completely open, closed or secret. Groups include group chat, shared notepad-like documents, and mailing-list style notifications. When someone posts on the wall, everyone gets notified (unless they turn it off). Pages are designed for businesses, organizations and people who wish to create a public presence within Facebook. They are open to the entire world (even people who are not Facebook members). They are good for extending your organizational presence or any sort of campaign or movement around an event, issue or cause. You can create a custom URL for them, install custom applications to bring in special content or functionality, connect it to your blog, and use Facebook advertising to drive traffic to it.
  • Facebook has made the process much easier recently. To create a page, just go to the web address at the top of this page. Your first choice will be to pick a category. If you are creating a page for your organization, choose the top, middle box. if you are creating a page for a public personality such as your executive director, spokesperson, or other public figure, you would choose the lower left box. If you are creating a page for specific cause, topic or issue, click the lower right box.
  • Once you click the box, you will then see a smaller box like this. At that point, you will choose a subcategory. The available subcategories will help you pick the right top category. If you don’t find an appropriate subcategory, back up a step and try again. With some very recent changes, I’m now able to change a Page category after the fact. So it seems like there’s less risk with choosing the wrong category when you first set it up, which wasn’t always the case. For instance, it used to be the case where a church would have to set themselves as a “local business.” Now you’re to change them to “companies & organizations” with the subcategory “church/religious organizations.” Once you have selected your category, just click “Get Started.”
  • And this is what the list looks like if you’re creating a page for a public figure.
  • And here is a new blank page, ready to be completed. There are 5 steps that they show you that make it very clear what to do.
  • And now let’s talk about Twitter, which has been growing quickly lately and enjoying a lot buzz and some hype. How many of you have ever created a Twitter account? How many of you created a twitter account and then abandoned it shortly there after?
  • Let’s look at some more winning examples.
  • Now that you are set up, it’s time to find some supporters!
  • Content is extremely critical because the likelihood of your Page being found by people on Facebook is directly related to the quantity and quality of your posts. People are not likely to just be hanging out on your Page. They will only find you if you appear in their Newsfeed -- the stream of continuously-updating posts that people see when they first sign in. And your content is more likely to appear in their stream if people find it engaging. Facebook employs algorithms behind the scenes to make the most “relevant” and compelling items rise to the top. So posts with lots of interaction -- comments and “likes” are more likely to appear at the top of your Fans’s News Feeds. In addition, if your content is compelling, people will share it with their followers, which will exponentially increase the reach of your messages. So it’s important to post regularly -- at least 3 times a week typically. But don’t post too often. It’s important to ask questions -- to stimulate conversation. When people write comments or ask questions on your wall, you respond back quickly. Also important: Say thank you when people say nice things about you. MOST IMPORTANT: Be sure that you build audience before you ask people to support you. And don’t ask too often. But out an ask and then watch to see how your audience responds. Each time you ask, consider whether people unliked you, or took action. Then adjust accordingly.
  • In summary, you want to produce good content, promote your site everywhere, and then track and adjust. Give your audience more of the things that make the interact and less of the things that fall flat.
  • So, let’s wrap up...
  • “ Thank you, _________________. Welcome everyone…” I’m Andrew Cohen of Forum One Communications. Thank you for joining us. I hope that we will be able to continue our conversation even after this session is over. You can find me on Twitter at AndrewJCohen or just send me an email via acohen at forumone dot com.”
  • Social Media for Global Health ghc2011

    1. 1. Social Media For Global Health #GHC2011   Social  Media  Workshop   Suzanne  Rainey   June  13,  2011  With  special  thanks  to:  Andrew  Cohen  /  @AndrewJCohen  
    2. 2. We are… Suzanne  Rainey   @suzrainey   srainey@forumone.com   Chris  RoGler   @iHapa   croGler@forumone.com   Angela  Milton   @angiemilton   amilton@forumone.com    
    3. 3. Goals for Today o   Overview  of  Social  Media  Landscape   o   Understanding  of  Tools   o   How  to  Develop  a  Strategy   o   PuQng  it  into  Global  Health  Context   o   Fun  Time   o   Surprise!  Contest!  
    4. 4. It’s story time!
    5. 5. www.twiGer.com/VeryShortStory   Thanks  @AndrewJCohen!  
    6. 6. Global Health “Products” Publish > Summarize > Share
    7. 7. Step 1: Publish
    8. 8. Step 2: Summarize
    9. 9. Step 2: Summarize
    10. 10. Step 3: Pick YOUR Channel
    11. 11. Step 4: Multiply
    12. 12. Step 4: MultiplyLet Your Data do Your Work
    13. 13. Just pieces of a puzzle
    14. 14. Adapted  from  work  by  Chris  Brogan   Presence  Framework   Your   Site  Home  Base   Outposts   Passports  50%  of  Zme   40%  of  Zme   10%  of  Zme  
    15. 15. Beth Canter’s guide to managing your social media Community   Building  &   Social   Share   Networking   Generate   Content   Listen   ParZcipate   Buzz    1  hr    5  hr    8  hr    12  hr   Less  Time   More  Zme   Credit:  hGp://beth.typepad.com/beths_blog/2008/10/how-­‐much-­‐Zme-­‐d.html    
    16. 16. What do you use?
    17. 17. Why Facebook Matters•  Most  visited  site  on  the   Internet  •  Over  70  billion  visits  daily  •  Largest  photo  repository  •  Growing  email  service    
    18. 18. Who uses it?•  600  million  acZve  users  •  164  million  U.S.  users  •  Skews  female,  younger  •  Growing  fast  among  55+  •  Average:  130  friends  
    19. 19. March 2011•  164  million  U.S.  users  •  12  minutes/day  •  5.8  hours  in  March  2011  •  53  billion  minutes  •  Equivalents:  100,000  years  •  ~  9  Wikipedias  
    20. 20. Groups vs. Pages “New”   Groups   Pages   Purpose   Small  groups   MarkeZng   Privacy   Open,  closed  or  Secret   Always  open   Vanity  URLs  Engagement  Metrics  
    21. 21. www.facebook.com/pages/create.php  
    22. 22. What is it good for? Asking  quesZons   Professional  networking   CollaboraZon   Building  credibility   100  million  users  
    23. 23. Creating a LinkedIn Group
    24. 24. LinkedIn Groups: Open or Closed
    25. 25. LinkedIn Groups: Access Options
    26. 26. LinkedIn Groups: Open vs. Closed Open  Group   Member-­‐only  Group   Discussion  visibility   Anyone   Members  Only   Indexing  by     search  engines   Sharing  to  TwiGer  and   Facebook   Anyone  on  LinkedIn   Manager  opZon   can  contribute  
    27. 27. What is it good for? Link  sharing   Field  reports   Event  promoZon   Simple  conversaZons   Finding  out  what  people  are  saying     Reaching  influenZals  100  million  users  (but  only  20%  Tweet)  
    28. 28. Anatomy of a Tweet (140 Characters)shortened  URL   Znyurl.com,  bit.ly,  ow.ly  user  menZons   @iHapa,  @USAID,   @rajshah,  @BillGates   hashtag   #GHC2011,  #midwives,     #HealthSystems,  #HIV,    
    29. 29. user  menZon   hashtag   shortened  URL  
    30. 30. www.hootsuite.com
    31. 31. Pulling it Together
    32. 32. More Social Sites
    33. 33. Questions & Answers
    34. 34. Writing for your Audience
    35. 35. Content, Content, Content! •  Post  daily   •  Be  interesZng,  engaging   •  Ask  quesZons   •  Respond   •  Say  “thank  you”  
    36. 36. Audience Grows from Content,  content,  content!   Self-­‐promoZon  Selflessness  (retweets/acknowledgment)   Tracking  and  adapZng  
    37. 37. Wrapping Up...
    38. 38. Final TIPs•  Tell  Stories  •  Write  for  your  audience  •  Post  regularly  •  Start  small  
    39. 39. Thank You! Suzanne  Rainey   @suzrainey   srainey@forumone.com   Chris  RoGler   @iHapa   croGler@forumone.com   Angela  Milton   @angiemilton   amilton@forumone.com    With  Special  Thanks:  @AndrewJCohen  

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