Nonprofits, Healthcare, and Social Media

Slide 1: Nonprofits, Healthcare, and Social Media Flickr photo by rosefirerising Beth Kanter, Beth’s Blog IT Leadership, June 2008

Slide 2: Beth Kanter, Nonprofit Technology Trainer Photo by Steve Goodman

Slide 3: Beth’s Blog Profiles & Presence Communities RSS Powered network Sharing photos, bookmarks, videos, and more Conversations Fundraising

Slide 4: What I’m going to talk about … Why Important Patterns of Success Some examples of how nonprofits are using social media

Slide 5: A Story …

Slide 13: Definitions Web 2.0 Social Media Health 2.0

Slide 14: Web 2.0 A way of using the Internet to instantly collaborate, share information, and have a conversation about ideas or topics we care about.

Slide 16: Health 2.0

Slide 18: Photo by Why is this important? Geek2Nurse

Slide 21: Photo by Rob Ireton

Slide 22: Web 2.0 has expanded the possibilities ….

Slide 24: Source Jupiter Research. Online Health Assessing the Risks and Opportunity of Social and One-to-One Media, 2007

Slide 25: Trust Factor People tend to trust “a person like me” more than authority figures from business, government, or the media.

Slide 26: How time online is changing …

Slide 27: With Your Friends How people are getting info to make decisions

Slide 29: Digital Natives

Slide 31: Why Important… • Easy to find “patients like me” • The Trust factor • Socializing online to get information to make decisions • Rapid Word of Mouth • Reaching Digital Natives

Slide 32: Challenges … • Privacy concerns • Legal regulatory barriers • Organizational culture and ROI

Slide 33: How nonprofits are overcoming these barriers …

Slide 34: The Cute Dog Theory

Slide 35: A Remix of the Cute Cat Theory

Slide 36: Web2.0: to share cute cat photos

Slide 37: Wait a second … looking at nonprofits that have successfully Adopted social media .. There are a lot of dog lovers …..

Slide 40: So, I asked these nonprofits professionals, what do you need to be successful on the social web?

Slide 41: Assess Audience Online Social Activities

Slide 43: Where on the social web will I find my audience? How do they use the social web? What are they talking about? Who are they? What do they want?

Slide 45: Discuss/set objectives first

Slide 46: Not a monologue

Slide 47: Listening

Slide 48: Conversation

Slide 49: Even difficult ones …

Slide 50: They want a voice

Slide 53: Transparency

Slide 54: Web 1.0 Source: Alan Levine – CogDog Blog

Slide 55: Web 2.0

Slide 57: Staff Roles

Slide 58: “I was a Facebook junkie before I was hired!”

Slide 61: Define a Box Define a box

Slide 64: Is this real work?

Slide 65: It takes time

Slide 66: Participant Content Creator Community Manager You get out what you put in … Source: Nina Simon, Museum2.0

Slide 67: Start small, reiterate over and over

Slide 68: Was it worth it? Yes No Youtube Video Contest Wendy’s Flickr Photo Petition • # of list members & video views // time • Time spent // number of entries = bad spent = good • Numerous technical problems • Our first UGC contest • Uploading process took too much time • Good, original content (email) • Developed free TV PSA • Campaign was too narrow • Positive, active commenting on social • High volume of problem feedback networks • Caught attention of higher ups Case Foundation Facebook Challenge • Conveyed a powerful message to America • Time spent // number of participants = bad • Raised $3k but no contest recognition Microsoft Facebook Challenge • Wasted opportunity to message new • Payoff ($50k) // time spent = good Facebook responders • Recognition from contest win • High volume of negative feedback – people • Strong feedback and willingness from didn’t understand participants • New “Facebook responders” segment of However.. We learned from email file both campaigns!

Slide 69: Here’s some advice from Wendy Harmon, Red Cross Blogger

Slide 70: • A project that won’t take much time and relates to org goals. • Write down your successes. • Write down your challenges. • Ask the people you want to connect with whether they think your outreach and listening is valuable. • Watch other nonprofits and copy and remix for your next project. • Rinse, repeat.

Slide 72: Success Patterns Assess Audience Objectives Policy and Education Time investment Staff Roles Experiment

Slide 73: Some examples of how some health care and other nonprofits are using social media platforms • Blogs • Photo and Video Sharing • Wikis • Social Networks • Social Presence

Slide 74: Types of Blogs • Professional Practice & Expertise • Patient Therapy • Organization Blog • Patient Support Group Blogging

Slide 75: Professional Expertise Blog

Slide 76: Doctor Blogs

Slide 77: Patient Blogs

Slide 78: Cancer Blogger Susan Reynolds

Slide 79: gs lo lB na io izat an Org http://www.flickr.com/photos/chrisspurgeon/

Slide 83: Blog Communities

Slide 84: Photo and Video Sharing Sites

Slide 85: Watercooler conversations facilitated by sharing objects .. 1) I share my pics -> -> with you ---> -->You share your pics -> ---> with him Source: Slideshare by Rashmi Sinha

Slide 87: Social Features

Slide 89: Share Professional Expertise

Slide 90: Patient Support Groups

Slide 91: Building Community Around An Event

Slide 98: Wikipedia pages show up in the top of search engine pages http://www.flickr.com/photos/infinitejeff/

Slide 103: Social Networks

Slide 106: Now I know all these people!

Slide 107: Friend of a Friend Social Object Sharing Social Platform Social Presence

Slide 109: Individual Profile

Slide 110: Group

Slide 111: Fundraising

Slide 120: Twitter is not dumb … if you follow smart people!

Slide 122: Nonprofits

Slide 123: Health Newswire

Slide 124: Fundraising and Activism

Slide 125: Disaster

Slide 126: Avoiding Disaster

Slide 127: Twitter in Health and Healthcare

Slide 128: Doctors and Patients

Slide 129: Health and Wellness: Diet

Slide 130: Exercise

Slide 131: Quit Smoking

Slide 133: The tools come and go, but strategies sustain … Social media is about listening and joining the conversation And get your dogs in a row …

Slide 134: Success Patterns Assess Audience Objectives Policy and Education Time investment Staff Roles Experiment

Slide 135: Thank you! Beth Kanter beth@bethkanter.org Beth’s Blog http://beth.typepad.com Slides and Notes http://bethkanter.wikispaces.com/health

Slide 136: Special Thanks to Andre Blackman http://pulseandsignal.com/