1. Health Care Tool box 2.0 Need multi-channel image

2. It used to be that new media was an afterthought in the marketing space 3. Communications were pretty simple 4. We were a paper driven society 5. ... And then things changed 6. and became abit more complicated 7. 8. The world is in the middle of an ongoing conversation .A marketers challenge and job is to enter that conversation and when you do join in, you had better be prepared to add value .John D Hayes CMO American Express 9. Today you will learn how to extend the conversation and leverage the power of web 2.0 and social media to educate, engage and track public perceptions on health related topics 10. Before you can add value and extend the conversation, there a few things you should know 11. Did you know? 12.

• Social networking sites are the hottest attraction on the Internet, dethroning pornography and highlighting a major change in how people communicate

• Belinda Goldsmith, Globe and Mail

• Sept 16, 2008

13. Agenda

Web 2.0 and Social Media

• Canadian Interactive stats

• Introductions to the tools and definitions

• Using web 2.0 and social media to promote health awareness and change behaviours

Tracking public perceptions using web 2.0 and social media

Pitfalls of social media

Q&A

14. The Canadian Interactive landscape

Canadians are the second most engaged country online with an average of 43 hours / month spent online.

4,000 more page views per month than any other country

23 million online users in Canada

61% of those aged 55+ have been online

15. 16. 17. 18. What is Web 2.0? 19. Web 1.0 vs. Web 2.0

Ofoto Flickr

Napster Free internet radio (last.fm)

Britannica Online Wikipedia

Personal websites Blogging

Domain name speculation Search engine optimization

Publishing Participation

Directories (taxonomy) Tagging / social bookmarking(delicious)

Stickiness Syndication

Forums Social networking sites

20. What is Social Networking? http:// www.youtube.com/watch?v =6a_KF7TYKVc 21. What is social networking/ media? 22. 23. Popular Social Media Sites

Socialstream

Orkut MySpace Facebook LinkedIn Second Life 24. If all you are doing is printing brochures and maintaining a hard to find static website, you arent doing enough. You need to join the conversation online to extend how, where, and when you promote health and related topics 25. How? 26. Join the conversation here:

Facebook

Podcasting

Youtube

Twitter

27. Social media in Canada starts with 28. Canadian Facebook Stats

4 thmost visited site in the world

#1 social media site

#1 photo sharing site on the web

Demographics:

Over 9.5 million users

Canada is second largest network in the World!

13.5 billion page views monthly

43% Male 57% Female

34% 18 to 24

26% 25 to 34

21% over 35

Engagement:

75% of users visit at least once a day!

2.6 average visits per visitor per day

32.9 visits per month

29.8 minutes per visitor per day

378.6 minutes per month

29. 30. 31.

Build groups or fan pages to build awareness over topics and help change behaviours (and link to your website)

Participate in discussions in other groups and fan pages

Use facebook social ads to drive people to your page

Your facebook page / group may become more important than your website and other traditional channels

What does this mean to TPH? 32. 33. YouTube 34. What this means to TPH

Cost effective way to distribute your message in a richer format

Subscribers will receive updates / notifications going forward

Consider sponsoring podcasts to extend your public health messages beyond traditional channels

35. friendor foe? 36. 37. Translation for You

Great way to get your finger on the pulse of the industry

Search for topics to monitor how often they are coming up

Research channel

Better understand how communications are evolving

Can be used as a broadcast channel when quick or urgent messages need to get out to the public

38. Leveraging web 2.0 to track public perception on health topics 39. 40. Get yourself a feed aggregator 41. Translation for you

You can syndicate / broadcast content on the web separate from your own website

Easy to track and monitor multiple sites and blogs with reader

Give people a compelling reason to click through to your site

Self-subscribe to keep on top of industry news and trends

42. Social bookmarking 43. Social BookmarkinginPlain English 44. Social Bookmarking /Tagging sites delicious Digg 43Things StumbleUpon 45. Translation for You

Easy (and free) to add to any web property you own or control

Great way to amplify word of mouth

Becoming more important that search for many

Makes your site more social and findable

Its like having your friends pre-filter your google searches

46. Pitfalls of web 2.0/ social media

The cold start

You cant control everything

Negative feedback

No hard selling

Rumours and speculation

The interweb never forgets

47. Conclusions

Web 2.0 isnt one thing.. Its an ongoing and evolving conversation online where the user now has more control than ever

TPH can leverage the tools to promote programs and modify behaviours over time by engaging people directly

Cost of entry is nearly zero

Unlike print, everything you do is measurable and trackable

48. Where do you start?

Facebook to promote & build awareness

RSS news aggregator to track the industry and the general public through blogs and news sites

49. 50. Lets continue the conversation Email: [email_address] Voice or SMS to 416-729-4268 LinkedIn profile:http:// www.linkedin.com/in/phryl Follow me on Twitter:http:// www.twitter.com/phryl Follow my Mobile & Interactive marketing blog: http:// www.burningthebacon.com http:// m.burningthebacon.com(mobile version) Check out other contributions at:http:// www.onedegree.ca http:// www.canadianmarketingblog.com / Phil Barrett (.mobi) Senior Director, Mobile & Interactive Carlson Marketing