Using Social Media for ADC Collaboration and Recruitment

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Presentation by Jim Cashel of Forum One Communications to the NIH / NIA Alzheimer's Disease Center conference September 2010.

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Using Social Media for ADC Collaboration and Recruitment

  1. 1. ADC Education Cores: Using Social Media for ADC Collaboration and Recruitment September 2010 Jim Cashel MD, MPP – Forum One Communications
  2. 2. Name These Websites
  3. 3. Social Media <ul><li>What’s going on here? </li></ul><ul><li>What implications does it have for the ADCs? </li></ul><ul><li>New opportunities? </li></ul>
  4. 4. What’s Going On Here? <ul><li>10,000 BC: One to one communications </li></ul><ul><li>1450: One to many communications </li></ul><ul><li>2008: Many to many communications </li></ul>
  5. 5. The Way We Use the Web Has Changed <ul><li>Search </li></ul><ul><li>Read </li></ul><ul><li>Search </li></ul><ul><li>Read </li></ul><ul><li>Tag </li></ul><ul><li>Comment </li></ul><ul><li>Link </li></ul><ul><li>Share </li></ul><ul><li>Follow </li></ul><ul><li>Friend </li></ul><ul><li>Like </li></ul><ul><li>Post </li></ul><ul><li>Collaborate </li></ul>2005 2010
  6. 7. Survey Results <ul><li>At Work: 60% use social media </li></ul><ul><li>At home: 85% use social media </li></ul>
  7. 8. A Few Social Media Sites
  8. 10. Approaching Social Media
  9. 11. Approach to Social Media in 3 Steps <ul><li>Step 1: Define Goals </li></ul>
  10. 12. Approach to Social Media in 3 Steps <ul><li>Step 2: Find Partners </li></ul>
  11. 13. Find Partners <ul><li>27% of you use social media every day at home </li></ul>
  12. 14. Approach to Social Media in 3 Steps <ul><li>Step 3: Experiment / Measure </li></ul><ul><li>“ Senior management and staff need to understand the risk profile of social media efforts” </li></ul><ul><li>-- Fred Smith, CDC </li></ul>
  13. 15. Tools and Sites
  14. 16. A Few Social Media Sites
  15. 17. Blogs & Microblogging
  16. 18. Starting a Blog <ul><li>Listen </li></ul><ul><li>Participate (via Comments) </li></ul><ul><li>Decide </li></ul><ul><ul><li>Goals </li></ul></ul><ul><ul><li>Name </li></ul></ul><ul><ul><li>Approach </li></ul></ul><ul><ul><li>Editors </li></ul></ul><ul><ul><li>Schedule </li></ul></ul><ul><ul><li>Metrics of Success </li></ul></ul>
  17. 19. Microblogging & Twitter <ul><li>Short (140 character) status updates. </li></ul><ul><li>Getting Started </li></ul><ul><li>Find & follow the leaders </li></ul><ul><li>Add your contacts </li></ul><ul><li>Retweet </li></ul><ul><li>Reply </li></ul><ul><li>Ask questions </li></ul><ul><li>Post links / original thoughts </li></ul>
  18. 20. Social Networks
  19. 21. LinkedIn <ul><li>De-facto online professional </li></ul><ul><li>network </li></ul><ul><li>Getting Started </li></ul><ul><li>Create your profile </li></ul><ul><li>Add connections </li></ul><ul><li>Creating a group is low cost / low impact way to experiment </li></ul>
  20. 22. Facebook <ul><li>Largest Social Network </li></ul><ul><li>Getting Started </li></ul><ul><li>Create your FB profile, add friends </li></ul><ul><li>Review groups and fan pages </li></ul><ul><li>Fan page a low cost / low impact way to experiment </li></ul>
  21. 23. Photo & Video Sharing
  22. 24. YouTube <ul><li>Video sharing category leader </li></ul>
  23. 25. Flickr <ul><li>Photo sharing category leader </li></ul>
  24. 26. Social Documents
  25. 27. SlideShare <ul><li>Presentation sharing leader </li></ul>
  26. 28. Scribd <ul><li>Largest social publisher of </li></ul><ul><li>documents. </li></ul>
  27. 29. Case Studies
  28. 30. <ul><ul><li>Case Study: Green Hour </li></ul></ul>
  29. 35. Green Hour Results <ul><li>Doubled traffic: 8,000 to 16,000 page views </li></ul><ul><li>List size doubled: 2,500 to 5,000 </li></ul><ul><li>35% open rate </li></ul><ul><li>New relationships with influential “mommy bloggers.” </li></ul>
  30. 36. <ul><ul><li>Case Study: OCRN </li></ul></ul>
  31. 37. Online Community Research Network <ul><li>GroupSite </li></ul><ul><li>Monthly calls (Adobe Connect) </li></ul><ul><li>Bi-monthly Research Surveys </li></ul><ul><li>Annual Gatherings </li></ul>
  32. 38. Opportunities
  33. 39. Survey Results <ul><li>Outreach to patient families about education, resources, events going on at the ADC </li></ul><ul><li>The opportunity to reach a broader network of potential subjects and/or those who are concerned and in support of AD. </li></ul><ul><li>Central virtual storage facilities for shared resources (non-PHI/confidential) regarding grant- and ADC operation related materials </li></ul>
  34. 40. Learn More? <ul><li>96% of you want to learn more about social media! </li></ul>
  35. 41. Getting Started: Newbie to Maven in 1 Hour <ul><li>Read some blogs (blogsearch.google.com) </li></ul><ul><li>Set up a LinkedIn or Facebook Profile </li></ul><ul><li>Create a Twitter account (15 minutes) </li></ul><ul><li>Start listening & connecting (25 minutes) </li></ul><ul><ul><li>http://search.twitter.com/ </li></ul></ul><ul><ul><li>http://twitter.com/invitations/find_on_twitter </li></ul></ul><ul><ul><li>http://www.google.com/alerts </li></ul></ul><ul><ul><li>http://blogsearch.google.com/ </li></ul></ul><ul><ul><li>http://alltop.com/ </li></ul></ul>
  36. 42. Resources <ul><li>Blogs: </li></ul><ul><ul><li>ReadWriteWeb </li></ul></ul><ul><ul><li>Mashable </li></ul></ul><ul><ul><li>Online Community Report </li></ul></ul><ul><li>Authors: </li></ul><ul><ul><li>Clay Shirky </li></ul></ul><ul><ul><li>John Hagel </li></ul></ul>
  37. 43. Thanks! Jim Cashel Email: [email_address] Twitter: @cashel www.ForumOne.com
  38. 44. Presence Framework
  39. 45. Popular Social Sites that Lead the Pack Social Tool Primary Focus Leading Sites Social Networks Connect Social Bookmarking Discover & Share Rich Media Micro Blogging Great at Both
  40. 46. How to Listen <ul><li>Free </li></ul><ul><li>Google alerts, Google reader, Yahoo RSS search results, HootSuite, TweetDeck, TattlerApp, Social Mention </li></ul><ul><li>Fee </li></ul><ul><li>Scoutlabs, Radian6, Nielsen </li></ul>

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