New Technologies for Social Marketing and Health Communication by elfphabet2


									Social Media Strategies
         Lisa Gualtieri, PhD
  Health Communication Program
 Tufts University School of Medicine

• 35 year old
• Teacher
  – Hates her boss and would like a new job
  – Would like new ideas about Thanksgiving
• Artist
  – Dreams of supporting herself through art
  – Wants commissions to earn lots of money
• Divorced with 1 child
• 53 year old female
• President of a small liberal arts college
  – Loves her job and wants to help school thrive
  – No one else at her level to talk to
• Relaxes by watching Mad Men and old movies
  – Loves Netflix for finding movies
  – Wants to write movie reviews
• Married with 3 children and aging parents
• 45 year old male
• Laid off and wants to start own business
  – Losing motivation to search after 5 months
  – Can his basement beer brewing earn money?
• Huge Red Sox fan
  – Lots of sports friends
  – Plans to coach his children’s teams when they’re
• Married with 2 children and gerbils
• Maggie         •   Cheryl            • Roger
• 35 years old •     53 years old      • 45 years old
• Teacher who •      College           • Laid off, start
  wants new job      president           own business
• Artist seeking •   Loves to watch    • Red Sox fan an
  commissions        movies              aspiring coach
• Divorced, 1    •   Married, 3        • Married, 2
  child              children, aging     children
 Web 2.0 Introduced Social Media
• Web 1.0 is characterized by
  – Content
  – Passivity
• Web 2.0 is characterized by
  – “Cool” features that encourage interactivity
  – User-generated content
  – User collaboration

Charlene Lee, Altimeter Group
Charlene Lee, Altimeter Group
What Are People Doing Online?
          Social Technology Adoption:
                US Online Adults
• 21% create
   – Participating in activities like blogging, posting stories, and uploading
     original audio
• 33% are critics
   – Reacting to content with reviews and comments
• 19% are collectors
   – Organizing online information by using RSS feeds, adding tags to Web
     sites and photos, and “voting” for Web sites
• 35% are joiners
   – Joining social networks like Facebook and LinkedIn
• 69% are spectators
   – Participating in video viewing, podcast listening, and reading
     reviews and forums
• 25% are inactives
   – 75% use social technologies in 2008 compared with 56% in 200711
  Source: Forrester Research Oct. 20, 2008
20% of e-patients have done at least one of
          the following activities
  • 6% of e-patients have tagged or categorized online
    content about health or medical issues
  • 6% of e-patients have posted comments, queries, or
    information about health or medical matters
  • 5% of e-patients have posted comments about health
    on a blog
  • 5% of e-patients have posted a review online of a doctor
  • 4% of e-patients have posted a review online of a
  • 4% have shared photos, videos or audio files online
    about health or medical issues
     Social Media Is Good For…
• Breaking news and other information
• Filtering information
• Building community around people, brands, and
• Conduit for consumer input

Most Successful Social Media
 Strategy Was Used By… ?
      Social Media Technologies
          May Be Free But…
• You need to learn
  – How to use them
  – How much to use them
  – How to measure their effectiveness
• There are always upgrades
• They have their own language
• They also have risks

Charlene Lee, Altimeter Group
        There Are Many Metrics
• Number (or quality) of followers, friends, etc.
• Number (or quality) of tweets,
  recommendations, posts, comments, etc.
• Extent to which retweeted, linked to, etc.
• Number of views
• Important to have clear goals to determine
  which metrics matter

Which Are the
Most Popular?
• 44.5 million people
  on Twitter
• 300 million active
  users on Facebook

          Usage May Change
• According to a study commissioned by Robert
  Half Technology, 54% of U.S. companies say
  they've banned workers from using social
  networking sites like Twitter, Facebook,
  LinkedIn and MySpace, while on the job
• Secure your organization’s name or purpose
• Use to see what’s available

               The Big Three+
1.   Twitter (microblogging)
2.   Facebook                   3

3.   LinkedIn
4.   Wordpress (blogging)
5.   Google Alerts

          Most have heard of Twitter…
                         “Which of the following best describes your familiarity with Twitter?”

                                   I follow Twitter updates
                                                                       I use Twitter regularly; I
                                      from others, but I've
                                                                        write and follow others'
                                        never written any
                                                                             updates, 3%
                                          myself, 4%

                           I've tried Twitter, but
                           don't use it regularly,

                         I've never heard of
                             Twitter, 9%

                                                                                            I've heard of Twitter,
                                                                                           but I've never used it,

                                                     Base: 4,455 US online adults

Source: Forrester Research North American Technographics® Interactive Marketing Online Survey, Q2 2009 (US)
My Tweets
          Everyone Tweets
• Martha Stewart Living took 2 years
  to get 600,000 subscribers, but in
  only eleven weeks, Martha
  collected that many followers to
  her Twitter feed
• Martha tweets four times a day;
  her assistant posts when she is out
  of touch
• As of July 1, she has 934,000
  followers                             27
Everyone Tweets, Dead or Alive

• …

            NIOSH Case Study
• Mark Senk, “the man behind the curtain”
  – Started Feb 2009
  – Motivated by FDA peanut butter recall updates
• Tweets come from
  – What’s new on NIOSH’s Web site
  – Newsletter contents
  – What other government agencies say about safety
  – Google alert set for NIOSH
  – Topic balance for constituency
• “Lays bait”
     NIOSH Case Study – Best Practices
1. Try Twitter to learn about it
2. Become a bit of a rogue. Forget policies and guidelines and instead bring to your
   own Twitter use the initiative and conscientiousness that Mark brings to his.
3. Commit the time required to tweet regularly. Mark’s production and sustained use
   is undoubtedly greater if his Twitter time is considered part of his job.
4. Tweet about information that is relevant and timely to attract and retain
   followers. Topical articles are much more likely to be retweeted than what you ate
   for lunch!
5. Pace your tweets. Tweet too often, and you’ll lose followers. Tweet too
   infrequently and risk being overlooked. Be sensitive to when your potential and
   existing followers are online.
6. Use other channels to get more followers. Promote your Twitter participation
7. Consider how Twitter fits into your overall social media strategy. Exploit Twitter’s
   unique capabilities; Mark could follow the lesson of many businesses that monitor
   customer reactions.
qwitter, from
Florida, uses

         Social Media Monitoring
• Tools at
• Ex:
             Twitter Etiquette
• It’s like a cocktail party where you can talk to
  anyone but they might not talk back (replace
  talk with follow)
• Except everything you say is saved and

                Joining Twitter
•   Start at
•   Twitter is growing by ~10,000 per day
•   There are tools for everything
•   Benefits: reach people, ask questions, …
•   Drawbacks: time, noise
•   “Listen” before you “converse”

• Maggie         •   Cheryl            • Roger
• 35 years old •     53 years old      • 45 years old
• Teacher who •      College           • Laid off, start
  wants new job      president           own business
• Artist seeking •   Loves to watch    • Red Sox fan an
  commissions        movies              aspiring coach
• Divorced, 1    •   Married, 3        • Married, 2
  child              children, aging     children
• Facebook allows users to create profile pages,
  post status updates, and communicate with
• It provides groups, status updates, networking
  capabilities and app development features


NYC Health Department
             Joining Facebook
• Benefits
  – Sheer numbers of members and lots of groups
  – Can control notifications
• But…
  – Less professional than LinkedIn
  – Many frivolous activities
• Try it at

• LinkedIn is the world's largest professional
• With over 37 million members, it helps you
  communicate with your trusted contacts
• It provides search, recommendations, groups,
  and other features


And More Groups
     Build Your LinkedIn Network
• It’s not a popularity contest - or is it?
   – Import your email contacts –see who you know who
     is already on LinkedIn and you can “link” to them
   – Search for colleagues, former colleagues, classmates,
   – Invite people

                  Joining LinkedIn
• Benefits
   –   Sheer numbers of members and professional groups
   –   Great way to connect to your current and former colleagues
   –   Find guest speakers, co-authors, etc.
   –   Ask questions of experts
   –   Control notifications
• But…
   – It is time-consuming to set up (and update) a profile
   – It is a bit of a pyramid scheme so set limits
• Try it at

          Just When You Thought
           You Knew Everything
• Wordpress (blogging)
• Google Alerts
  – The ultimate in vanity – and practicality!


• Benefits
  – Attract readers who enter into conversation with you
• Requires an ongoing commitment and messages
• Wordpress is my favorite

                     Blog Stats
•   Referrers (how people got to your blog)
•   Top posts and pages (with number of views)
•   Search engine terms (used to get to blog)
•   Clicks (links clicked on in blog)
•   Stats

                 Google Alerts
•   Try it at
•   Set frequency: as-it-happens, daily, or weekly
•   Personal (vanity) and research interests
•   Find out if social marketing is working!

• Maggie         •   Cheryl            • Roger
• 35 years old •     53 years old      • 45 years old
• Teacher who •      College           • Laid off, start
  wants new job      president           own business
• Artist seeking •   Loves to watch    • Red Sox fan an
  commissions        movies              aspiring coach
• Divorced, 1    •   Married, 3        • Married, 2
  child              children, aging     children
    Recommendation for Personal
       (Professional) Presence
1) Start with LinkedIn and devote 1-2 hours to setting up
   your profile since it is your “brand” - and use a picture
2) Connect to least 10 colleagues from other current or
   past activities
3) Request a recommendation
4) Join at least 1 LinkedIn group
5) Make a contribution and promote it
6) Make a commitment to respond at least twice weekly
7) Assess the value after a month

Recommendation for Organization
1) Do an inventory of your online presence and
   determine what works and doesn’t work about each
     a) Effectiveness at reaching people (based on metrics)
     b) Effort to set up, monitor, and update
2)   Do a competitive analysis
3)   Do a needs assessment looking at technology use
4)   Prioritize technologies to use
5)   Plan and start
     a) Different messages or the same?
     b) Different community managers or the same?
6) Assess the value after a month                             67
              Your Challenge
• Focus on the relationships
  – Understand where people are and what they are
    doing online
  – Easiest when you participate
• But keep up with technology and think creatively
  about how to use it
Remember Your Strategy
              • Be prepared to
                – Set up
                – Monitor
                – Update
              • Manage your time!
Make It Easy For Others…
   and Reciprocate
               Connect to Me

• Health blog at

• e-learning blog at

• Twitter: lisagualtieri

• LinkedIn: Lisa Neal Gualtieri

• Email:

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