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How to Go Web 2.0 - AMA


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Slide Deck from AMA Healthcare SIG event June 08

Published in: Business, Health & Medicine
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How to Go Web 2.0 - AMA

  1. 1. How to Go Web 2.0 Jennifer Texada Digital & New Media Program Manager M. D. Anderson Cancer Center
  2. 3. M. D. Anderson Cancer Center <ul><li>M. D. Anderson Cancer Center was created by the Texas </li></ul><ul><li>Legislature in 1941 as a component of The University of Texas </li></ul><ul><li>System . The institution is one of the nation’s original three </li></ul><ul><li>Comprehensive Cancer Centers designated by the National </li></ul><ul><li>Cancer Act of 1971, and is one of 39 National Cancer </li></ul><ul><li>Institute-designated Comprehensive Cancer Centers today. </li></ul><ul><li>With faculty and staff working in more than 25 buildings in </li></ul><ul><li>Houston and Central Texas, M. D. Anderson is one of the </li></ul><ul><li>largest cancer centers in the world. </li></ul>
  3. 4. Reasons why Web 2.0 is not for us <ul><li>Social Media for teenagers, our audience does not use these tools </li></ul><ul><li>We do not retain enough control over the content </li></ul><ul><li>This is not reputable and detracts from our credibility and brand value </li></ul><ul><li>We simply do not have time to add another task to our current duties </li></ul><ul><li>H - I – P – A - A </li></ul>
  4. 5. Where’s M D Anderson?
  5. 7. Google Video Search Google Search page 1 #7 “What is Cancer”
  6. 8. <ul><li>19 Videos on 7 Channels </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  7. 9. What Web 2.0 can help us do <ul><li>Extend the reach of traditional media relations and communications vehicles to new online audiences. </li></ul><ul><li>Enhance M. D. Anderson’s online presence and credibility by developing new information channels </li></ul><ul><li>Lead our industry in leveraging the latest social media tools and channels to educate the public and proliferate accurate and relevant cancer information and dialog. </li></ul>
  8. 10. Facebook <ul><li>M. D. Anderson Cancer Center is using Facebook as an additional channel for distributing information to social web audiences. A presence on the site will allow the more than 66 million Facebook users to find, engage and become more personally connected with M. D. Anderson. </li></ul><ul><li>Implementation 4 months </li></ul><ul><ul><li>Wrote a plan with measurable goals and took it through approvals </li></ul></ul><ul><ul><li>Wrote guidelines document, and new page request form and posted it on the intranet </li></ul></ul><ul><ul><li>Developed & launched the first Facebook page </li></ul></ul>
  9. 17. Twitter <ul><li>M. D. Anderson use of Twitter will include but may not be limited to: </li></ul><ul><li>Distribution news to subscribers including media influencers </li></ul><ul><li>Announcement of updates to M. D. Anderson publications content </li></ul><ul><li>Distribution health and prevention messages </li></ul><ul><li>Implementation 3 months </li></ul><ul><li>Wrote the project plan, and presented for approval </li></ul><ul><li>Wrote the guidelines document and posted on the intranet </li></ul><ul><li>Developed the structure, design and editorial plan </li></ul><ul><li>Launch & maintain content and “followers” </li></ul>
  10. 18. Follow M D Anderson News –
  11. 20. Follow Cancerwise –
  12. 23. How did we do it? <ul><li>Developed a strategic vision and a work plan </li></ul><ul><li>Developed guidelines around use </li></ul><ul><li>Developed “ CHAMPIONS ” throughout the institution </li></ul>External Communication | Internal Communications | HR & Recruiting | Patient Education | Faculty Education | Marketing | Internet Services | Physician Relations | Public Education | Publications & Creative | Research Med Library | Faculty Development | Clinical Research ….
  13. 24. Web 2.0 Discussion Group A lunch & learn group for people who want to learn more about social media and discuss possible web 2.0 projects. The group was open to anyone, meets twice a month and further discussion happens in our private Facebook group
  14. 25. <ul><li>MORE! </li></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Internal training and champion development </li></ul></ul><ul><ul><li>M. D. Anderson channels in social media sites </li></ul></ul><ul><li>A Podcast series – Cancer Newsline </li></ul><ul><li>An M. D. Anderson Blog – With bloggers from our faculty and staff </li></ul><ul><li>Analytics & Conversation monitoring plan </li></ul>What Now? Where do we go from here?
  15. 26. Jennifer Texada Digital & New Media Program Manager E-mail [email_address] Twitter My Blog - How to Go Web 2.0 Thank You!