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Health Care Toolbox 2.0


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Presentation to the toronto health board on how to leverage web 2.0 and social media for health promotion

Published in: Technology, Design

Health Care Toolbox 2.0

  1. Health Care Tool box 2.0 Need multi-channel image
  2. It used to be that new media was an afterthought in the marketing space
  3. Communications were pretty simple
  4. We were a paper driven society
  5. ... And then things changed
  6. and became a bit more complicated
  8. “ The world is in the middle of an ongoing conversation . A marketer’s challenge and job is to enter that conversation and when you do join in, you had better be prepared to add value .” John D Hayes – CMO American Express
  9. Today you will learn how to extend the conversation and leverage the power of web 2.0 and social media to educate, engage and track public perceptions on health related topics
  10. Before you can add value and extend the conversation, there a few things you should know…
  11. Did you know?
  12. <ul><ul><li>“ Social networking sites are the hottest attraction on the Internet, dethroning pornography and highlighting a major change in how people communicate” </li></ul></ul><ul><ul><li>Belinda Goldsmith, Globe and Mail </li></ul></ul><ul><ul><li>– Sept 16, 2008 </li></ul></ul>
  13. Agenda <ul><li>Web 2.0 and Social Media </li></ul><ul><ul><li>Canadian Interactive stats </li></ul></ul><ul><ul><li>Introductions to the tools and definitions </li></ul></ul><ul><ul><li>Using web 2.0 and social media to promote health awareness and change behaviours </li></ul></ul><ul><li>Tracking public perceptions using web 2.0 and social media </li></ul><ul><li>Pitfalls of social media </li></ul><ul><li>Q&A </li></ul>
  14. The Canadian Interactive landscape <ul><li>Canadians are the second most engaged country online with an average of 43 hours / month spent online. </li></ul><ul><li>4,000 more page views per month than any other country </li></ul><ul><li>23 million online users in Canada </li></ul><ul><li>61% of those aged 55+ have been online </li></ul>
  18. What is Web 2.0?
  19. Web 1.0 vs. Web 2.0 <ul><li>Ofoto  Flickr </li></ul><ul><li>Napster  Free internet radio ( </li></ul><ul><li>Britannica Online  Wikipedia </li></ul><ul><li>Personal websites  Blogging </li></ul><ul><li>Domain name speculation  Search engine optimization </li></ul><ul><li>Publishing  Participation </li></ul><ul><li>Directories (taxonomy)  Tagging / social bookmarking (delicious) </li></ul><ul><li>Stickiness  Syndication </li></ul><ul><li>Forums  Social networking sites </li></ul>
  20. What is Social Networking? http:// =6a_KF7TYKVc
  21. What is social networking/ media?
  23. Popular Social Media Sites <ul><li>Socialstream </li></ul>Orkut MySpace Facebook LinkedIn Second Life
  24. If all you are doing is printing brochures and maintaining a hard to find static website, you aren’t doing enough. You need to join the conversation online to extend how, where, and when you promote health and related topics
  25. How?
  26. Join the conversation here: <ul><li>Facebook </li></ul><ul><li>Podcasting </li></ul><ul><li>Youtube </li></ul><ul><li>Twitter </li></ul>
  27. Social media in Canada starts with
  28. Canadian Facebook Stats <ul><li>4 th most visited site in the world </li></ul><ul><li>#1 social media site </li></ul><ul><li>#1 photo sharing site on the web </li></ul><ul><li>Demographics: </li></ul><ul><li>Over 9.5 million users </li></ul><ul><li>Canada is second largest network in the World! </li></ul><ul><li>13.5 billion page views monthly </li></ul><ul><li>43% Male 57% Female </li></ul><ul><li>34% 18 to 24 </li></ul><ul><li>26% 25 to 34 </li></ul><ul><li>21% over 35 </li></ul><ul><li>Engagement: </li></ul><ul><li>75% of users visit at least once a day! </li></ul><ul><li>2.6 average visits per visitor per day </li></ul><ul><li>32.9 visits per month </li></ul><ul><li>29.8 minutes per visitor per day </li></ul><ul><li>378.6 minutes per month </li></ul>
  31. <ul><li>Build groups or fan pages to build awareness over topics and help change behaviours (and link to your website) </li></ul><ul><li>Participate in discussions in other groups and fan pages </li></ul><ul><li>Use facebook social ads to drive people to your page </li></ul><ul><li>Your facebook page / group may become more important than your website and other traditional channels </li></ul>What does this mean to TPH?
  33. YouTube
  34. What this means to TPH <ul><li>Cost effective way to distribute your message in a richer format </li></ul><ul><li>Subscribers will receive updates / notifications going forward </li></ul><ul><li>Consider sponsoring podcasts to extend your public health messages beyond traditional channels </li></ul>
  35. friend or foe?
  37. Translation for You <ul><li>Great way to get your finger on the pulse of the industry </li></ul><ul><li>Search for topics to monitor how often they are coming up </li></ul><ul><li>Research channel </li></ul><ul><li>Better understand how communications are evolving </li></ul><ul><li>Can be used as a broadcast channel when quick or urgent messages need to get out to the public </li></ul>
  38. Leveraging web 2.0 to track public perception on health topics
  40. Get yourself a feed aggregator
  41. Translation for you <ul><li>You can syndicate / broadcast content on the web separate from your own website </li></ul><ul><li>Easy to track and monitor multiple sites and blogs with reader </li></ul><ul><li>Give people a compelling reason to click through to your site </li></ul><ul><li>Self-subscribe to keep on top of industry news and trends </li></ul>
  42. Social bookmarking
  43. Social Bookmarking in Plain English
  44. Social Bookmarking /Tagging sites delicious Digg 43Things StumbleUpon
  45. Translation for You <ul><li>Easy (and free) to add to any web property you own or control </li></ul><ul><li>Great way to amplify word of mouth </li></ul><ul><li>Becoming more important that search for many </li></ul><ul><li>Makes your site more social and findable </li></ul><ul><li>It’s like having your friends pre-filter your google searches </li></ul>
  46. Pitfalls of web 2.0/ social media <ul><li>The cold start </li></ul><ul><li>You can’t control everything </li></ul><ul><li>Negative feedback </li></ul><ul><li>No hard selling </li></ul><ul><li>Rumours and speculation </li></ul><ul><li>The interweb never forgets </li></ul>
  47. Conclusions <ul><li>Web 2.0 isn’t one thing.. It’s an ongoing and evolving conversation online where the user now has more control than ever </li></ul><ul><li>TPH can leverage the tools to promote programs and modify behaviours over time by engaging people directly </li></ul><ul><li>Cost of entry is nearly zero </li></ul><ul><li>Unlike print, everything you do is measurable and trackable </li></ul>
  48. Where do you start? <ul><li>Facebook to promote & build awareness </li></ul><ul><li>RSS news aggregator to track the industry and the general public through blogs and news sites </li></ul>
  50. Let’s continue the conversation… Email: [email_address] Voice or SMS to 416-729-4268 LinkedIn profile: http:// Follow me on Twitter: http:// Follow my Mobile & Interactive marketing blog: http:// http:// (mobile version) ‏ Check out other contributions at: http:// http:// / Phil Barrett (.mobi) ‏ Senior Director, Mobile & Interactive Carlson Marketing