Social media for health advocacy - testing 5 tools using HPV case study. Morning session/overview

1. Morning Session – 5 Social Media Tools & Putting them to work through a case study Let’s chat – use #UCBCHL

2. Dan Cohen, PrincipalFull Court Press Communicationsdan@fcpcommunications.com@DCSTPAUL & @FullCourtPress 510-465-8294 Ana-Marie Jones CARD – Collaborating Agencies Responding to Disaster @CARDCanHelp & @MsDuctTape AMJ@CardCanHelp.org

3. Let’s Share: How am I currently advocating? Who are my key audiences? What do I want them to do? 3

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5. Failure IS an Option www.youtube.com/watch?v=-Vo4M4u5Boc 5

6. Only YOU can find what works for you & your organization 6

7. HELP is out there – tons of it BethKanter.org 7

8. We can all do this! Take one step… In the next 5-7 days: For your PROGRAMS / ORGANIZATIONS: Listen to your clients & communities – ask them how they use new media tools For YOU: Try one new media tool to “listen” & use social media tools to connect. For all of us – as a NETWORK: Find and listen to your peers on-line 8

9. Congratulations!You now own your own network & newspaper

10. “It Gets Better” Candor Timeliness Ease of access CHPC 10

11. But before we start…Be Strategic Communications Goals should rule What is your near-term goal? Long-term? What is your strategy? How do these tools fit? Are you the right messenger? Are you listening? Photo source: http://www.socialmediaexaminer.com/21-creative-ways-to-increase-your-facebook-fanbase/ 11

12. THE BIG 5 Questions What objective are you trying to achieve? Can you make it SMART Who is your key Decision Maker? Who determines your success & who influences him/her? What are our assets / challenges? Given that – who is you target audience & what do they need to hear? What Tactics are in your toolbox (and one is, social media) & what are your timing/milestones?

13. What objective are you trying to achieve? Is is SMART? Specific Measurable Attainable Realistic Time-bound

14. What Are Our Assets & Challenges What is your organizational superpower? What do YOU do well? What does your star colleague do well? How can you answer the question “only we?” What good news/resourcesare coming soon? Who else is out there? Who is doing it better?

15. Thinking about your audiences Think about your audience? Courtesy of HollyMinch.com 15

16. What new & social media tools are we using? Website Email Listserv Blog Twitter Facebook Facebook Like Page LinkedIn account Micro-site Flickr YouTube Podcast Other Beth Kanter’s Continuum Crawl, Walk, Run, Fly! 16

17. So far, so good? Now, let’s talk about what this means. 17

18. The New Media Big Bang 18

19. Facebook passes Google as top visited site in the U.S. March 2010 19

21. Become an Informer: Build presence on Twitter

22. Tell you own story: Make Photos/Videos available using Flip Cameras, Twitpic, & Flickr

23. Go home! Build robust on-line home for your work & use metrics to track success

24. Build a Fan Base: Use Facebook to provide a “home” for supporters & inform your communities20

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26. 22 Today’s REAL Time Case Study – What can we learn about HPV Advocacy using social media?

28. Can be sent from your cell phone!

29. Share insights, make requests, announce achievements, send event invitations, solicit help, and give or receive advice – immediately

30. Status updates can appear on the LinkedIn homepages of your direct connections, where they can comment or respond.

31. Updates are visible to your connections, your entire network, or all LinkedIn members (depending on your account settings).

32. Receive expert advice or suggestions from members of your network Note: You can link other applications to your LinkedIn profile – SlideShare, WordPress, Twitter, Polls, etc.

34. Concept: with 6 Degrees of Separation everyone is at most six steps away from any other person on Earth - the “small world phenomenon”

35. The more robust your personal network, the fewer degrees between you and the people you want to know

36. Online, visible networks have benefits beyond offline networks – portability, speed, trust, durability, sustainability Note: With social media, you can be better known, networked and noticed – without leaving your desk!

37. The Possibilities What would it mean for your program to be connected to the leaders of your field? What would it mean for our effectiveness, for businesses, the nonprofit sector, and public sector partners to be connected on LinkedIn and other social media platforms? What would it mean for the entire non-profit sector in our state to the most connected in the country?

38. Let’s go see who is out there! Searching LinkedIn People Profiles - Keywords Groups Organizations / Companies Who is recommended? Who is leading discussions?

39. Be an Informer 27

41. Messages available to anyone – but sent directly to your “followers” accounts

42. Messages from the people you “Follow” sent to your account – all messages accessible through searching

43. Individual users have account names – identified by “@NAME”28

45. 140 characters or less

46. Millions of individual broadcasting networks with custom-built audiences29

48. Follow 5 new people – see who they “listen” to, then five more, then five more – watch the conversation happen

49. Try a search – Search.Twitter.com

50. Read the conversation – who is saying what? Follow some interesting folks.Adapted from http://www.readwriteweb.com/archives/5_simple_twitter_listening_tips_every_marketer.php 30

51. Listen…Search a “hashtag” 31

52. What can we search? What do we find? Individual tweets – search.twitter.com Twitter names – followers/follows Twitter users & lists - Listorious Hashtags - Whatthehashtag Twitterfall – to watch trends 32

54. How would it be different than how you communicate now?33

55. Managing it all TweetDeck hootsuite 34

56. What could you say on H1N1? Take one step today to protect your parents – help them get the #H1N1 vaccine (link) Most seniors in our county still haven’t been vaccinated for #H1N1. Help them get connected today (link) Prepare for summer. Sunscreen and #H1N1 vaccines for the vulnerable people in your life (kids, seniors). If you love someone, help them get vaccinated with the #H1N1 vaccine. Lots available in Alameda County. Five seconds can mean a year of #H1N1 coverage. Help someone you love get the vaccine today. A moment of reflection: What did we find on LinkedIn & Twitter? What surprised us? What can we learn? 35

58. Using Video – Making a Point www.youtube.com/watch?v=ZHRC30ZWGHA Use the minds of others 37

59. Building your Broadcast Network Lobby Day 2010 A Tree Falls & Everyone Hears 38

60. YouTube – a Search Engine! 39 2008

61. YouTube & HPV – What do we find? Lobby Day 2010 A Tree Falls & Everyone Hears 40

62. Take Pictures – Define the Images & Debate Fighting Child Obesity Cameras Cellphones iPhones 41

63. Search Aggregated Photos 42

64. A moment of reflection: What did I find? Video? Photos? How could you change your advocacy efforts? 43

65. Let’s build a home on the web 44

66. Let’s build YOUR home Websites are cheap Websites are easy Websites can be updated Websites are YOUR space 45

68. Easy - host your site at wordpress.com, register an account and you’ll be ready to begin building your site in no time.

69. 5 Minutes – Wordpress is famous for its “Five minute” installation. Follow the instructions and you’ll be up and running in no time.46

70. Track It! Unique Visitors Visits/Visitors Pages Hits Robots/Spiders Visits Duration Referrers Key words/phrases Your Boss or Funder 47

71. Searching Blogs 48

72. Facebook passes Google as top visited site in the U.S. March 2010 49

73. Facebook – Your Home Link to News Item Promote Event 50

74. Facebook – Update Quickly Link to Blog Post a photo 51

75. Facebook – Easy Searches 52

76. Fear Free New & Social Media? Discuss. 53

77. Dan Cohen, PrincipalFull Court Press Communicationsdan@fcpcommunications.com@DCSTPAUL & @FullCourtPress 510-465-8294 Ana-Marie Jones CARD – Collaborating Agencies Responding to Disaster @CARDCanHelp & @MsDuctTape AMJ@CardCanHelp.org