The document discusses how health organizations can embrace social media and web 2.0 tools to engage with the public, educate people on health topics, and track perceptions. It provides an overview of the top social media platforms in Canada like Facebook and Twitter, how organizations can use them to join conversations and build awareness. The document also offers tips on how to leverage social media to conduct consumer research and modify behaviors over time.

1. Health Care Tool box (Embracing Web 2.0)

2. It used to be that new media was an after-thought in the research space as

3. Communications were pretty simple

4. as 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

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

11. Before you can add value and extend the conversation, there a few things you should know…

13. Agenda Introduction to Web 2.0 & Social Media Canadian Interactive stats Introductions to the tools and definition Using social media as a research and broadcast channel Tracking public perceptions using social media Q&A

14. The Canadian Interactive landscape Canadians are the second most engaged country online with an average of 43 hours / month spent online. 4,000 more page views per month than any other country 23 million online users in Canada 61% of those aged 55+ have been online

15. What is social media?

16. It’s not about the online tools…

17. It’s not about you broadcasting your message to the masses either

18. Social media is about creating a 2-way conversation

19. using the tools

20. Join the conversation with: Facebook Twitter RSS feeds Social Bookmarking

21. Social media in Canada starts with

22. Canadian Facebook Stats 4 th most visited site in the world #1 social media site #1 photo sharing site on the web Demographics: Over 9.5 million users Canada is second largest network in the World! 13.5 billion page views monthly 43% Male 57% Female 34% 18 to 24 26% 25 to 34 21% over 35 Engagement: 75% of users visit at least once a day! 2.6 average visits per visitor per day 32.9 visits per month 29.8 minutes per visitor per day 378.6 minutes per month

24. Build groups or fan pages to build awareness over topics and facilitate consumer research Participate in discussions in other groups and fan pages Use facebook social ads to drive people to your page Your facebook page / group may become more important than your website and other traditional channels What this means to you

25. friend or foe?

26. Was the social media story of 2008 Over 600% growth last year # tags now common for all events Search.twitter.com 100s of tools / app for mobile and desktop using free API

38. Twummary If facebook is for people you already know, twitter is for people you’d like to get to know better Twitter # tags are being used for all life events – business and personal Critical mass is being reached Free tools allow you to manage / track brand messaging and reputation Free tools allow you to engage with your target market before, during, and after an event (or press release) Can be used as a broadcast channel when quick or urgent messages need to get out to the public

40. Leveraging social media to track public perception on health topics

42. Get yourself a feed aggregator

43. Translation for you You can syndicate / broadcast content on the web separate from your own website Easy to track and monitor multiple sites and blogs with reader Give people a compelling reason to click through to your site Self-subscribe to keep on top of industry news and trends

44. Social bookmarking

45. Social Bookmarking in Plain English

48. Translation for You Easy (and free) to add to any web property you own or control Great way to amplify word of mouth Becoming more important that search for many Makes your site more social and findable It’s like having your friends pre-filter your google searches

49. Conclusions 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 Web 2.0 & Social Media are data rich channels for consumer and industry research You can leverage the tools to promote programs and modify behaviours over time by engaging people directly

50. Where do you start? Facebook page to promote & build awareness (or start monitoring groups) Sign up for your own Twitter account! RSS news aggregator to track the industry and the general public through blogs and news sites

51. The future… http:// www.youtube.com/watch?v =xj8ZadKgdC0 5:14

52. Let’s continue the conversation… Email: [email_address] Voice or SMS to 416-729-4268 LinkedIn profile: http:// www.linkedin.com/in/phryl Follow me on Twitter: http:// www.twitter.com/phryl Follow my Mobile & Interactive marketing blog: http:// www.burningthebacon.com http:// m.burningthebacon.com (mobile version) ‏ Check out other contributions at: http:// www.onedegree.ca http:// www.canadianmarketingblog.com / Phil Barrett (.mobi) ‏