Social Media tool box for Health Care


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overview presentation on how tph can leverage social media for research and communications

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  • Social Media tool box for Health Care

    1. 1. Health Care Tool box (Embracing Web 2.0)
    2. 2. It used to be that new media was an after-thought in the research space as
    3. 3. Communications were pretty simple
    4. 4. as we were a paper driven society
    5. 5. ... And then things changed
    6. 6. and became a bit more complicated
    7. 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
    8. 10. Today you will learn how to extend the conversation and leverage the power of web 2.0 & social media to educate, engage and track public perceptions on health related topics
    9. 11. Before you can add value and extend the conversation, there a few things you should know…
    10. 13. Agenda <ul><li>Introduction to Web 2.0 & Social Media </li></ul><ul><ul><li>Canadian Interactive stats </li></ul></ul><ul><ul><li>Introductions to the tools and definition </li></ul></ul><ul><ul><li>Using social media as a research and broadcast channel </li></ul></ul><ul><li>Tracking public perceptions using social media </li></ul><ul><li>Q&A </li></ul>
    11. 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>
    12. 15. What is social media?
    13. 16. It’s not about the online tools…
    14. 17. It’s not about you broadcasting your message to the masses either
    15. 18. Social media is about creating a 2-way conversation
    16. 19. using the tools
    17. 20. Join the conversation with: <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>RSS feeds </li></ul><ul><li>Social Bookmarking </li></ul>
    18. 21. Social media in Canada starts with
    19. 22. 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>
    20. 24. <ul><li>Build groups or fan pages to build awareness over topics and facilitate consumer research </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 this means to you
    21. 25. friend or foe?
    22. 26. <ul><li>Was the social media story of 2008 </li></ul><ul><li>Over 600% growth last year </li></ul><ul><li># tags now common for all events </li></ul><ul><li> </li></ul><ul><li>100s of tools / app for mobile and desktop using free API </li></ul>
    23. 38. Twummary <ul><li>If facebook is for people you already know, twitter is for people you’d like to get to know better </li></ul><ul><li>Twitter # tags are being used for all life events – business and personal </li></ul><ul><li>Critical mass is being reached </li></ul><ul><li>Free tools allow you to manage / track brand messaging and reputation </li></ul><ul><li>Free tools allow you to engage with your target market before, during, and after an event (or press release) </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>
    24. 40. Leveraging social media to track public perception on health topics
    25. 42. Get yourself a feed aggregator
    26. 43. 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>
    27. 44. Social bookmarking
    28. 45. Social Bookmarking in Plain English
    29. 48. 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>
    30. 49. Conclusions <ul><li>Social Media (or 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>Web 2.0 & Social Media are data rich channels for consumer and industry research </li></ul><ul><li>You can leverage the tools to promote programs and modify behaviours over time by engaging people directly </li></ul>
    31. 50. Where do you start? <ul><li>Facebook page to promote & build awareness (or start monitoring groups) </li></ul><ul><li>Sign up for your own Twitter account! </li></ul><ul><li>RSS news aggregator to track the industry and the general public through blogs and news sites </li></ul>
    32. 51. The future… <ul><ul><li>http:// =xj8ZadKgdC0 </li></ul></ul><ul><ul><li>5:14 </li></ul></ul>
    33. 52. 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) ‏