Twitter reporter training: 2014 ESC Congress


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This presentation served as the basis of a Twitter reporter training programme developed for the 2014 European Society of Cardiology Congress which took place in Barcelona August 30th to September 3rd.

It asks the question: what is a ‘valuable tweet’ in the context of a medical society conference? It further explores the ontology of tweets that could be regarded as valuable during medical meetings and conferences.

Whilst the issue of the use of Twitter at medical conferences has been intensively discussed during recent years, the focus of the dialogue has primarily been the nature and scale of the disruption on traditional physical conference formats. By contrast, this presentation explores the qualitative nature of tweets that add value to scientific debate.

Comments on this presentation would be most welcome.

Published in: Health & Medicine

Twitter reporter training: 2014 ESC Congress

  1. 1. Making the most of 140 characters Len Starnes Digital Healthcare Consultant Twitter reporter training ESC Congress 2014 Barcelona 30 August 2014
  2. 2. First ESC Congress London 1952 The year of the Great Smog
  3. 3. …but a new format is emerging Format has remained unchanged for over 50 years…
  4. 4. 24 x 7 365 Global Physical Interactive Virtual
  5. 5. The digitally-native majority is driving change LBI Health:
  6. 6. Sales Sales 53% 2013 Percent ESC attendees who use social media to share Congress learnings 28% 2011 Use of social media to share up almost 100% Source: European Society of Cardiology November 2013
  7. 7. 0 200 400 600 800 1000 1200 1400 1600 2010 2015 2020 2023 Virtual attendees set to outnumber physical Physical conference attendees Virtual conference attendees Baseline = 100% Number of physical conference attendees in 2010 Attendees 2013 Scenario based on growth of physical vs virtual medical conference attendees. Not specific to the ESC Congress
  8. 8. For some leading conferences, the true audience is many times larger than the number of physical attendees. Social media, and especially Twitter, are driving this conference participation disruption. Auden Utengen Founder & partner
  9. 9. Good start at ESC Congress 2013 2,200 participants 11,000 tweets
  10. 10. ASCO Annual Meeting was 6x more active 12,000 participants 60,000 tweets
  11. 11. 140 characters is beneficial Dr Merry Markham @DrMarkham #ASCO14 participant …the 140-character limit is a good thing. I m forced to consider what I want to say, how I want to say it, and with just the right wording.
  12. 12. Oncologists are embracing Twitter Cancer hashtag ontology
  13. 13. What were your conclusions after reading the transcripts of the 2013 ESC Congress?
  14. 14. Which tweets were valuable? Why? Which tweets were not valuable? Why?
  15. 15. *Inspired by Microstyle: The Art of Writing Little by Christopher Johnson A valuable tweet is like a key that opens doors*
  16. 16. Valuable Accurately informs Provides follow-up action options Drives debate Inspires & motivates Triggers emotions Offers light relief…yes, occasionally welcome Not valuable Does none of the opposite Is discourteous Delivers spam
  17. 17. A word about Perfectly acceptable For industry partners to occasionally inform about ESC Congress events & services Not acceptable For industry partners to flood #ESCcongress with tweets about events & services
  18. 18. What type of tweets would be most valuable if you were following from… …10,000 km away?
  19. 19. Obvious place to start Retweet a valuable tweet from someone else Use RT ,MT, HT, not the Twitter Retweet feature
  20. 20. Start a conversation Ask a probing question Questions are the life-blood of conferences Use @ to address speaker(s) or pose rhetorically without @
  21. 21. Start another conversation Ask for clarification Use @ to address speaker(s) or pose rhetorically without @
  22. 22. Stand out in the conversation Offer unusual or original perspicacity Use @ to address speaker(s) or pose rhetorically without @
  23. 23. Keep the conversation going Respond to answers to your questions Debate is the essence of good conferencing Use @ to address respondents
  24. 24. 50% of scientists who use SoMe use Twitter to follow discussions scientists-and-the-social-network-1.15711
  25. 25. Flag highlights as they arise during the best presentations & sessions Imagine that cardiologist following from 10,000 km away Incentivize her to want to learn more
  26. 26. Post a take-away learning after every presentation & session Remember the words of Dr Merry Markham @DrMarkham #ASCO14 participant
  27. 27. Keep in mind what ESC members want 0 10 20 30 40 50 More practice- orientated sessions More clinical trials results More hot-topic coverage More online resources More dynamic speakers 47% 17% 25% 26% 26% Source European Society of Cardiology: survey of members 2013
  28. 28. Express a personal opinion Contrasting opinions drive scientific debate Albert Einstein debated the validity of quantum mechanics for over 20 years
  29. 29. Post contextual background information Add value to presentations Start more conversations
  30. 30. Offer practical help Include account names, website addresses, anything to help others…10,000 km away If necessary use a URL shortening service such as bitly
  31. 31. Signal the best sessions Let the community know which sessions you find most interesting Explain why
  32. 32. Praise great speakers Let your enthusiasm for a speaker be felt A little passion goes a long way
  33. 33. Flag speakers who are not so great Politely comment on style, use of Powerpoint Help them become better speakers in future 17% of ESC members want more dynamic speakers* *Source European Society of Cardiology: survey of members 2013
  34. 34. Easy via smartphone or tablet Tweet a photo
  35. 35. Tweet a video Tweet a video Tools galore… Tweetpic, Vimeo
  36. 36. Impressions of Barcelona Occasionally, prove you are human Congress buzz Networking experiences WiFi speed Anything inspirational Anything humorous Quality of cappuccinos Impressions of Congress venue
  37. 37. Always remember to include #ESCcongress
  38. 38. Reach out to the global cardiology community #cardiology #imaging #coronary #MRI #afib #stroke #epatient #HITsm #artery #angioplasty #meded #CVD
  39. 39. Track analytics in real-time hashtags/esccongress/
  40. 40. Join daily feedback sessions
  41. 41. Learn more The medical conference is dead, long live the medical conference dec-2013 Scientific communications in a digital age Digitally Sick podcast with Alex Butler, Andrew Spong, Faisal Ahmed, Len Starnes #ChatAfib: Boehringer Ingelheim-sponsored tweetchat at ESC Congress 2013, transcripts & analytics Use of Twitter & tweetchats at professional medical conferences #hcsmeu chat 18 October 2013, transcripts & analytics
  42. 42. T: + 49 30 781 5513 M: + 49 172 1788253 Skype: lenstarnes Len Starnes Len Starnes Digital Healthcare Research & Consulting