social media for health advocacy. uc berkeley ctr health ldrshp

Morning Session – 5 Social Media Tools & Putting them to work

through a case study

Let’s chat – use #UCBCHL

Slide 2

Dan Cohen, PrincipalFull Court Press Communications

dan@fcpcommunications.com@DCSTPAUL & @FullCourtPress

510-465-8294

Ana-Marie JonesCARD – Collaborating Agencies Responding to Disaster

@CARDCanHelp & @MsDuctTapeAMJ@CardCanHelp.org

Let’s Share:How am I currently advocating?

Who are my key audiences?What do I want them to do?

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Failure IS an Option

www.youtube.com/watch?v=-Vo4M4u5Boc

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Only YOU can find what works for you & your organization

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HELP is out there – tons of it

BethKanter.org

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We can all do this! Take one step…

In the next 5-7 days:1.For your PROGRAMS /

ORGANIZATIONS: Listen to your clients & communities – ask them how they use new media tools

2.For YOU: Try one new media tool to “listen” & use social media tools to connect.

3.For all of us – as a NETWORK: Find and listen to your peers on-line 8

Congratulations! You now own your

own network & newspaper

“It Gets Better”CandorTimelinessEase of access

CHPC 10

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/

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THE BIG 5 Questions

1. What objective are you trying to achieve? Can you make it SMART

2. Who is your key Decision Maker? Who determines your success & who influences him/her?

3. What are our assets / challenges?4. Given that – who is you target audience

& what do they need to hear? 5. What Tactics are in your toolbox (and

one is, social media) & what are your timing/milestones?

What objective are you trying to achieve? Is is SMART?

• Specific• Measurable• Attainable• Realistic • Time-bound

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/resources

are coming soon?• Who else is out there? Who is doing it better?

Thinking about your audiencesWhat

News?Who

Needs to Hear it?

List all key audiences

In What Format?

Note the comm. channel

By When? From Whom Do They Need to

Hear it?

Courtesy of HollyMinch.com

Think about your audience?

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What new & social media tools are we using?

WebsiteEmail Listserv

BlogTwitter

FacebookFacebook Like Page

LinkedIn account

Micro-siteFlickr

YouTubePodcast

Other

Beth Kanter’s Continuum Crawl, Walk, Run, Fly!

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Now, let’s talk about what this means.

So far, so good?

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The New Media Big Bang18

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

March 2010

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Five Things You & All of Us Can Do

• Start where you are: LinkedIn as a starting point• Become an Informer: Build presence on Twitter• Tell you own story: Make Photos/Videos available

using Flip Cameras, Twitpic, & Flickr• Go home! Build robust on-line home for your work

& use metrics to track success• Build a Fan Base: Use Facebook to provide a

“home” for supporters & inform your communities20

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Today’s REAL Time Case Study – What can we learn about HPV Advocacy

using social media?

What You Need to Know:

Status Updates (140 character messages) keep your name, agency and your activities in front of your connections – without any extra effort from you

Can be sent from your cell phone!

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

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

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

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.

LinkedIn – a place to begin

Access to people and information matters!: For funding opportunities, research, recommendations, & advice.

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

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

Online, visible networks have benefits beyond offline networks – portability, speed, trust, durability, sustainability

6 Degrees of Separation

Note: With social media, you can be better known, networked and noticed – without leaving your desk!

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?

Let’s go see who is out there!

Searching LinkedInPeopleProfiles - KeywordsGroupsOrganizations / Companies

Who is recommended?Who is leading discussions?

Be an Informer

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Twitter Basics

• Messages – 140 characters – a “Tweet”

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

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

• Individual users have account names – identified by “@NAME”

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Twitter?

• 15 Billion messages sent

• 140 characters or less

• Millions of individual broadcasting networks with custom-built audiences

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Twitter Starting Point - Listen

• Counter-intuitive – listen first• Follow 5 new people – see who they

“listen” to, then five more, then five more – watch the conversation happen

• Try a search – Search.Twitter.com• 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

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Listen…Search a “hashtag”

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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

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Fear-free Tweeting

• How could you message your peers in 140 characters or less?

• How would it be different than how you communicate now?

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TweetDeck

hootsuite

Managing it all

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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?

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Tell your own stories

• Own it!: Make Photos/Videos Available using Flip Cameras, Twitpic, & Flickr

www.flickr.com/photos/whiteafrican/3100136010/

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Using Video – Making a Point

Use the minds of others

www.youtube.com/watch?v=ZHRC30ZWGHA

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Building your Broadcast Network

Lobby Day 2010 A Tree Falls & Everyone Hears

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YouTube – a Search Engine!

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2008

YouTube & HPV – What do we find?

Lobby Day 2010 A Tree Falls & Everyone Hears

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Take Pictures – Define the Images & Debate

• Cameras• Cellphones• iPhones 41

Fighting Child Obesity

Search Aggregated Photos

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

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Let’s build a home on the web

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• Websites are cheap• Websites are easy• Websites can be updated• Websites are YOUR space

Let’s build YOUR home

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Website in 5 minutes or less

Getting Started

• URL - www.mywebsite.com OR www.mywebsite.wordpress.com

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

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

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Track It!

Unique VisitorsVisits/VisitorsPagesHitsRobots/SpidersVisits DurationReferrersKey words/phrases

Your Boss or Funder

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Searching Blogs

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

March 2010

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Facebook – Your Home

Link to News Item

Promote Event 50

Facebook – Update Quickly

Link to Blog

Post a photo

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Facebook – Easy Searches

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Fear Free New & Social Media? Discuss.

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Slide 54

Dan Cohen, PrincipalFull Court Press Communications

dan@fcpcommunications.com@DCSTPAUL & @FullCourtPress

510-465-8294

Ana-Marie JonesCARD – Collaborating Agencies Responding to Disaster

@CARDCanHelp & @MsDuctTapeAMJ@CardCanHelp.org