1. Dispatch from the world of
Social Media
Carolyn Der Vartanian
@carolyndv
April 2011
2. The Tour
World Social Media Forum - London
Meeting at the Mayo Clinic Centre for
Social Media (MCCSM)
Walking Meeting with Dr Ted Eytan-
Kaiser Permanente
World Non-Profit and Social Marketing
Conference - Dublin
3. The Near Future!
ā¢ Move to mobile/portable technology-
phone/tablets
ā¢ See/ receive information as
ā¢ Portable
ā¢ Personalised
ā¢ Participatory (@susannahfox & @Pew_Internet)
4. Key Themes
ā¢ SM is changing our habits but not who
we are
ā¢ āSocial Media [represents] a
fundamental shift in the dynamics of
conversations enabled by new
technologiesā Craig Lefebvre
5. ā¢Social Media is not a stand alone
strategy- must be integrated into
communications strategy.
A successful social media strategy
includes collaboration and
engagement
Leveraging the power of social
media: āReach & Engageā rather than
āAttract & Joinā
6. ā¢ NHS has integrated social media into its flagship web
portal- NHS Choices (www.nhs.uk)
ā¢ 9 million visitors to web in 2010
ā¢ 60,000 followers across 9 different SM platforms:
Facebook, Twitter & You Tube
NHS Choices has 6 Twitter accounts
@nhschoices,@nhschoicetal
@carersdirect,@nhsfeedback
@nhsnewsuk, @nhsflu
7. British Dental Association (BDA)
ā¢ Facebook-style āfriendā activity, create
own networks, contribute to discussion forums
(purpose built platform).
ā¢ Twitter account and active blogs- CEO, Chairs of
Branches and Scientific Advisor
ā¢ Sub-Committees, research suggestions, clinical
chats
ā¢ Yammer in Government/ Ozmosis
8. The Mayo Clinic Centre
for Social Media
ā¢ Launched June 2010
ā¢ 8 staff, 3 campuses,
$1mio investment,
ā¢ Twitter, Facebook,You
Tube PLUS regular PR &
Comms
13. ā¢ 15,000 physicians, 8.7m members
ā¢ 100% of physicians use email to
interact with their patients
(Guidelines)
ā¢ Electronic health records database
with member-facing counterpart
My Health Manager.
ā¢ Social Media Policy plus Blogging
Best Practice
14. Social Marketing
ā¢ Lots to learn from behaviour change
theory
ā¢ Understand: barrier to change,
tailor it to target audience,
segmentation if required make
it achievable, positive
messages, local
knowledge, co-
creation- tap into others
15. ā¢ Social marketers were asking: How can we influence
communities and marketplaces with the conversations
we have using social media?
ā¢ SM allows us to develop our āweak tiesā and reinforce
our āstrong tiesā (social networking theory)
ā¢ Spread ideas through weak ties ā world is small on the
internet!
16. Suggestions
ā¢ The conversation needs to include approaches for:
ā¢ Organisation (engaging the community- not PR)
ā¢ Program/Project (targeted conversations)
ā¢ Individual reputation (dual citizenship)
ā¢ What is CEC philosophy re SM?
17. Suggestions
ā¢ Policy ā disciplinary action vs building right
processes
ā¢ Training ā how to use SM
ā¢ On-line survey of SM uses by health
professionals in 2011
18. THANKS
ā¢ Hospital Alliance Research Committee (HARC)
ā¢ Cliff & Peter for their support & encouragement
ā¢ Bernie- for letting me take so much time off!
ā¢ My virtual community in cyberspace