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

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. This is your organization . . . Entire contents © 2009 Forrester Research, Inc. All rights served.

3. . . . these are constituents in the groundswell Entire contents © 2009 Forrester Research, Inc. All rights served.

4. This is your organization and constituents in the groundswell Entire contents © 2009 Forrester Research, Inc. All rights served.

7. Age predicts level of participation Entire contents © 2009 Forrester Research, Inc. All rights served.

8. Patients doing research consume social content Entire contents © 2009 Forrester Research, Inc. All rights served.

9. Participation variable by disease condition Entire contents © 2009 Forrester Research, Inc. All rights served.

10. Many medical professionals are spectators Entire contents © 2009 Forrester Research, Inc. All rights served.

12. American Red Cross

13. American Red Cross

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

18. Social Media Marketing Viral Video-Enabled Sites

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. Broadcast versus Social

21. Social Networking: People Trust Peers, Distrust Institutions

23. 80,000 causes on FaceBook Example: 4,149,307 MEMBERS

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!”

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

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%

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

38. National Council On Aging: YouTube

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

42. National Multiple Sclerosis Society Raised $30,000 with MS scavenger hunt Virtual Social Media / Second Life

43. http:// www.esiason.org/newsResourcesSL.html Second Life – Boomer Esiason Foundation

44. Virtual Hospital Tour

45. Cerner Smart Room

46. Second Life offers a 3-D version of www.stopgerms.org SL – Alliance for Consumer Education

47. Second Life Installations ACE Stop Germs House / 2D to 3D

48. Second Life Installations ACE Stop Germs House / 2D to 3D

49. Second Life Installations ACE Stop Germs House / 2D to 3D

50. ACE Stop Germs House / 2D to 3D Second Life Installations

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

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