Ben Garrett  2009 Co-Chair PRSA Health Academy Executive Producer  On The Scene Productions Connecting Great Ideas and Gre...
This is your organization . . .  Entire contents  ©  2009 Forrester Research, Inc. All rights served.
. . . these are constituents in the groundswell Entire contents  ©  2009 Forrester Research, Inc. All rights served.
This is your organization  and constituents in the groundswell Entire contents  ©  2009 Forrester Research, Inc. All right...
The four-step approach to the groundswell <ul><li>People Assess your constituents’ social activities </li></ul><ul><li>Obj...
The Social Technographics Ladder <ul><li>Percentages indicate proportion of online population participating in at least on...
Age predicts level of participation Entire contents  ©  2009 Forrester Research, Inc. All rights served.
Patients doing research consume social content Entire contents  ©  2009 Forrester Research, Inc. All rights served.
Participation variable by disease condition Entire contents  ©  2009 Forrester Research, Inc. All rights served.
Many medical professionals are spectators Entire contents  ©  2009 Forrester Research, Inc. All rights served.
Key roles and their groundswell objectives <ul><li>Roles </li></ul><ul><li>Research </li></ul><ul><li>Marketing </li></ul>...
American Red Cross
American Red Cross
Social Media is “Social” <ul><li>Social Media is about “Sharing”  (user-generated content) </li></ul><ul><li>Social Media ...
Social Media is Web 2.0 <ul><li>YouTube, 100 million videos watched every day by 79 million registered users </li></ul><ul...
Dramatic Shift to Social Networks Wikipedia.org Alexa Global Traffic Rankings 1 2 3 4 5 6 7 8 9 10 2005 (U.K.) Largest Web...
Key Social Platforms <ul><li>Blogging (Technorati) </li></ul><ul><li>Video Sharing (YouTube) </li></ul><ul><li>Podcasts  (...
Social Media Marketing Viral Video-Enabled Sites
Blogging and Social Media By 2012, more than 145 million people—67% of the US Internet population—will be reading blogs at...
Broadcast versus Social
Social Networking: People Trust Peers, Distrust Institutions
MySpace: Morgan D’Organ <ul><li>Gift of Hope Organ & </li></ul><ul><li>Tissue Donor Network </li></ul><ul><li>(Elmhurst, I...
80,000 causes on FaceBook Example: 4,149,307 MEMBERS
  <ul><li>http://profile.myspace.com/americanosteopathic </li></ul><ul><li>American Osteopathic Association &quot;Treating...
 
<ul><li>Program Components:  </li></ul><ul><li>- Facebook </li></ul><ul><li>- MySpace </li></ul><ul><li>- Wikipedia </li><...
<ul><li>Increase outreach </li></ul><ul><li>Expand awareness </li></ul><ul><li>Opportunity to  impact dialogue </li></ul>
ACE Inhalant Blog   <ul><li>Launched in spring 2008 and features the latest news about inhalant abuse. </li></ul><ul><li>E...
Reaching both parents & teens   “I just watched your video on inhalant abuse and just wanted to let you know that I just r...
<ul><ul><li>Monitor videos </li></ul></ul><ul><ul><li>Build awareness </li></ul></ul><ul><ul><li>Engage in dialogue </li><...
<ul><ul><li>Post Educational PSAs </li></ul></ul><ul><ul><li>Correct misperceptions </li></ul></ul><ul><ul><li>Consolidate...
Second Life Marketing Campaign: Results   <ul><li>December 15, 2008 -  January 10, 2009 </li></ul><ul><li>Ads: </li></ul><...
YouTube’s General Audience 46%  have a HH income of $75K or greater 42%   have an associates degree or higher 56 min/month...
Who’s Watching? Everyone. Source: Nielsen//NetRatings (August 2007) Users (M) % Users Age All 56.4 – <18 10.5 19% 18-34 11...
<ul><li>By  2012 </li></ul>The Future Ahead in Online Video <ul><li>190M  US online  video viewers </li></ul><ul><li>72%  ...
YouTube Offers Breadth and Depth of Content draws in massive audiences and propels community involvement deeply resonates ...
YouTube Health Community Demos <ul><li>Community Health Content: </li></ul><ul><li>UCSF Memory & Aging Center Channel for ...
National Council On Aging: YouTube
Arthritis Foundation -YouTube <ul><li>http:// www.youtube.com/user/ArthritisFdn </li></ul>
The World of Second Life <ul><ul><ul><li>URL  www.secondlife.com </li></ul></ul></ul><ul><ul><ul><li>SL is free to join </...
American Cancer Society in Second Life Relay for Life recently raised $20 million Linden Dollars, or $118,000 in real U.S....
National Multiple Sclerosis Society Raised $30,000 with MS scavenger hunt Virtual Social Media / Second Life
http:// www.esiason.org/newsResourcesSL.html Second Life – Boomer Esiason Foundation
Virtual Hospital Tour
Cerner Smart Room
Second Life offers a 3-D version of www.stopgerms.org SL – Alliance for Consumer Education
Second Life Installations ACE Stop Germs House / 2D to 3D
Second Life Installations ACE Stop Germs House / 2D to 3D
Second Life Installations ACE Stop Germs House / 2D to 3D
ACE Stop Germs House / 2D to 3D Second Life Installations
Second Life Installations Alliance of Consumer Education Stop Germs House For More info http://www.stopgerms.org   In Seco...
Contact Information Ben Garrett PRSA Health Academy Board of Directors Executive Producer, On The Scene Productions E-mail...
Upcoming SlideShare
Loading in …5
×

Harnessing The Basics Of Social Media In Healthcare

778 views

Published on

Understand the basics of social media as it applies to healthcare associations, gain an understanding of the necessary staff and technology investment through a case study of the American Red Cross, and walk away with ideas to better engage your members.

Ben Garrett, executive producer, On The Scene Productions, PRSA Health Academy Board

Published in: Technology, Business
2 Comments
0 Likes
Statistics
Notes
  • Hello my dear
    I am Modester by name good day. i just went to your profile this time true this site (www.slideshare.net) and i got your detail and your explanation in fact the way you explain your self shows me that you are innocent and maturity and also understand person i decided to have a contact with you so that we can explain to our self each other because God great everyone to make a friend with each other and from that we know that we are from thism planet God great for us ok my dear please try and reach me through my email address (modester4life4@yahoo.com) so that i can send you my picture true your reply we can know each other ok have a nice day and God bless you yours Modester
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • This is an excellent presentation which should be valuable to ASAE's audiences. It should be noted that the best social media efforts can't deliver the business goals if the organization's Web site has a poor user experience. You'll get the traffic, but tnot the engagement.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total views
778
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
22
Comments
2
Likes
0
Embeds 0
No embeds

No notes for slide

Harnessing The Basics Of Social Media In Healthcare

  1. 1. Ben Garrett 2009 Co-Chair PRSA Health Academy Executive Producer On The Scene Productions Connecting Great Ideas and Great People www.asaecenter.org Harnessing the Basics of Social Media in Healthcare Sunday, August 16, 2009 3:15 p.m.
  2. 2. This is your organization . . . Entire contents © 2009 Forrester Research, Inc. All rights served.
  3. 3. . . . these are constituents in the groundswell Entire contents © 2009 Forrester Research, Inc. All rights served.
  4. 4. This is your organization and constituents in the groundswell Entire contents © 2009 Forrester Research, Inc. All rights served.
  5. 5. The four-step approach to the groundswell <ul><li>People Assess your constituents’ social activities </li></ul><ul><li>Objectives Decide what you want to accomplish </li></ul><ul><li>Strategy Plan for how relationships with constituents will change </li></ul><ul><li>Technology Decide which social technologies to use </li></ul>P O S T Entire contents © 2009 Forrester Research, Inc. All rights served.
  6. 6. The Social Technographics Ladder <ul><li>Percentages indicate proportion of online population participating in at least on activity, at least monthly. </li></ul><ul><li>Source: North American Social Technographics® Benchmark Mail Survey, January 2008 </li></ul>Entire contents © 2009 Forrester Research, Inc. All rights served.
  7. 7. Age predicts level of participation Entire contents © 2009 Forrester Research, Inc. All rights served.
  8. 8. Patients doing research consume social content Entire contents © 2009 Forrester Research, Inc. All rights served.
  9. 9. Participation variable by disease condition Entire contents © 2009 Forrester Research, Inc. All rights served.
  10. 10. Many medical professionals are spectators Entire contents © 2009 Forrester Research, Inc. All rights served.
  11. 11. Key roles and their groundswell objectives <ul><li>Roles </li></ul><ul><li>Research </li></ul><ul><li>Marketing </li></ul><ul><li>Fundraising </li></ul><ul><li>Support </li></ul><ul><li>Development </li></ul>Groundswell Objectives Listening Talking Energizing Supporting Embracing Entire contents © 2009 Forrester Research, Inc. All rights served.
  12. 12. American Red Cross
  13. 13. American Red Cross
  14. 14. Social Media is “Social” <ul><li>Social Media is about “Sharing” (user-generated content) </li></ul><ul><li>Social Media is Visual </li></ul><ul><li>Multimedia by Definition (Music & Video) </li></ul><ul><li>Nielsen says 73% of active web users watch video each month </li></ul>
  15. 15. Social Media is Web 2.0 <ul><li>YouTube, 100 million videos watched every day by 79 million registered users </li></ul><ul><li>MySpace, 125 + million members FaceBook, 125+ million members </li></ul><ul><li>Second Life, 14.3 million registered members, 1.7 million “active” members </li></ul>
  16. 16. Dramatic Shift to Social Networks Wikipedia.org Alexa Global Traffic Rankings 1 2 3 4 5 6 7 8 9 10 2005 (U.K.) Largest Websites by Traffic, 2005 vs. 2008: 2008 1 2 3 4 5 6 7 8 9 10
  17. 17. Key Social Platforms <ul><li>Blogging (Technorati) </li></ul><ul><li>Video Sharing (YouTube) </li></ul><ul><li>Podcasts (Podcast Alley) </li></ul><ul><li>Message Boards </li></ul><ul><li>Micro Blogging (Twitter) </li></ul><ul><li>RSS (BusinessWire) </li></ul><ul><li>Widgets (FaceBook) </li></ul><ul><li>Photo Sharing (Photo Bucket, Flickr) </li></ul><ul><li>Wiki/Informational website (Wikipedia) </li></ul><ul><li>Chat rooms/Forums </li></ul>
  18. 18. Social Media Marketing Viral Video-Enabled Sites
  19. 19. Blogging and Social Media By 2012, more than 145 million people—67% of the US Internet population—will be reading blogs at least once a month. That is up from a readership of 94 million in 2007, or 50% of Internet users.
  20. 20. Broadcast versus Social
  21. 21. Social Networking: People Trust Peers, Distrust Institutions
  22. 22. MySpace: Morgan D’Organ <ul><li>Gift of Hope Organ & </li></ul><ul><li>Tissue Donor Network </li></ul><ul><li>(Elmhurst, IL) </li></ul><ul><li>January 2007-April 2008 </li></ul><ul><li>3.5 million organ donor </li></ul><ul><li>registrations </li></ul>
  23. 23. 80,000 causes on FaceBook Example: 4,149,307 MEMBERS
  24. 24. <ul><li>http://profile.myspace.com/americanosteopathic </li></ul><ul><li>American Osteopathic Association &quot;Treating Our Family and Yours&quot; Female 99 years old CHICAGO, Illinois United States Last Login: 8/10/2009 Mood: busy View My: Pics | Videos Contacting American Osteopathic Association </li></ul>MySpace: Healthcare Professional Organizations
  25. 26. <ul><li>Program Components: </li></ul><ul><li>- Facebook </li></ul><ul><li>- MySpace </li></ul><ul><li>- Wikipedia </li></ul><ul><li>Squidoo </li></ul><ul><li>Twitter </li></ul><ul><li>- Retailers </li></ul><ul><li>Baseball </li></ul><ul><li>Schools </li></ul><ul><li>Counselors </li></ul><ul><li>Nurses </li></ul><ul><li>Poison Centers </li></ul><ul><li>Plants </li></ul>www.inhalant.org Blog Message Board Kit, Materials Parents, families Partners New Media
  26. 27. <ul><li>Increase outreach </li></ul><ul><li>Expand awareness </li></ul><ul><li>Opportunity to impact dialogue </li></ul>
  27. 28. ACE Inhalant Blog <ul><li>Launched in spring 2008 and features the latest news about inhalant abuse. </li></ul><ul><li>Easier to track cases / incidents for both communities & the media </li></ul><ul><li>Discover new cases through comments, consumer feedback </li></ul><ul><li>Use of Twitter to expand outreach further </li></ul>
  28. 29. Reaching both parents & teens “I just watched your video on inhalant abuse and just wanted to let you know that I just recently was caught with duster in my tennis bag and my mother showed me the e-mail of the officer and it brought me to tears... since then I haven't even thought about it and if you need someone to help you out with the negatives of the experience and how to stay off of it I would love to provide an example!”
  29. 30. <ul><ul><li>Monitor videos </li></ul></ul><ul><ul><li>Build awareness </li></ul></ul><ul><ul><li>Engage in dialogue </li></ul></ul>
  30. 31. <ul><ul><li>Post Educational PSAs </li></ul></ul><ul><ul><li>Correct misperceptions </li></ul></ul><ul><ul><li>Consolidate information </li></ul></ul>
  31. 32. Second Life Marketing Campaign: Results <ul><li>December 15, 2008 - January 10, 2009 </li></ul><ul><li>Ads: </li></ul><ul><li>150 virtual advertisements /billboards through SL </li></ul><ul><li>86% actually clicked through the billboard to ACE’s site </li></ul><ul><li>Knowledge base: </li></ul><ul><li>Only 39% passed the quiz </li></ul><ul><li>69% though mushrooms caused athlete’s foot </li></ul><ul><li>0% understood that “staph” is found on both skin and surfaces </li></ul><ul><li>Qualitative: </li></ul><ul><li>70% learned something new or were surprised by the site’s information. </li></ul><ul><li>82% will change some of their habits based on what they learned </li></ul>
  32. 33. YouTube’s General Audience 46% have a HH income of $75K or greater 42% have an associates degree or higher 56 min/month average time spent on site 55% users ages 25-54 Sources: Nielsen NetView May 2008. 42% active reach
  33. 34. Who’s Watching? Everyone. Source: Nielsen//NetRatings (August 2007) Users (M) % Users Age All 56.4 – <18 10.5 19% 18-34 11.7 21% 35-44 11.7 21% 45-54 11.9 21% 55+ 10.6 19% Gender Male 30.8 55% Female 25.7 45%
  34. 35. <ul><li>By 2012 </li></ul>The Future Ahead in Online Video <ul><li>190M US online video viewers </li></ul><ul><li>72% compounded annual growth </li></ul><ul><li>Online video ad spend eclipsing $7B </li></ul>Sources: eMarketer; Forrester Research
  35. 36. YouTube Offers Breadth and Depth of Content draws in massive audiences and propels community involvement deeply resonates with target audiences Community Content… Partner Content… Direct relationship with content provider Vetted for adherence to terms of use Copyright compliance
  36. 37. YouTube Health Community Demos <ul><li>Community Health Content: </li></ul><ul><li>UCSF Memory & Aging Center Channel for Neurodegenerative Diseases: http:// www.youtube.com/UCSFMemoryandAging </li></ul><ul><li>OR Live Surgical Video: http:// www.youtube.com/user/ORLivedotcom </li></ul>
  37. 38. National Council On Aging: YouTube
  38. 39. Arthritis Foundation -YouTube <ul><li>http:// www.youtube.com/user/ArthritisFdn </li></ul>
  39. 40. The World of Second Life <ul><ul><ul><li>URL www.secondlife.com </li></ul></ul></ul><ul><ul><ul><li>SL is free to join </li></ul></ul></ul><ul><ul><ul><li>Requires a PC or Mac with a 3D graphics card and sound capability </li></ul></ul></ul><ul><ul><ul><li>Navigate using a 3D “avatar” </li></ul></ul></ul>
  40. 41. American Cancer Society in Second Life Relay for Life recently raised $20 million Linden Dollars, or $118,000 in real U.S. currency! Virtual Social Media / Second Life
  41. 42. National Multiple Sclerosis Society Raised $30,000 with MS scavenger hunt Virtual Social Media / Second Life
  42. 43. http:// www.esiason.org/newsResourcesSL.html Second Life – Boomer Esiason Foundation
  43. 44. Virtual Hospital Tour
  44. 45. Cerner Smart Room
  45. 46. Second Life offers a 3-D version of www.stopgerms.org SL – Alliance for Consumer Education
  46. 47. Second Life Installations ACE Stop Germs House / 2D to 3D
  47. 48. Second Life Installations ACE Stop Germs House / 2D to 3D
  48. 49. Second Life Installations ACE Stop Germs House / 2D to 3D
  49. 50. ACE Stop Germs House / 2D to 3D Second Life Installations
  50. 51. Second Life Installations Alliance of Consumer Education Stop Germs House For More info http://www.stopgerms.org In Second Life http://slurl.com/secondlife/ConsumerEd%20Island/128/128/0
  51. 52. Contact Information Ben Garrett PRSA Health Academy Board of Directors Executive Producer, On The Scene Productions E-mail: bgarrett@onthescene.com Phone: 770-640-8804 Twitter: @bengarrettotsp Look me up on Facebook, LinkedIn, Myspace SEE YOU NEXT YEAR! Annual Meeting & Expo August 21 - 24, 2010 Los Angeles, CA

×