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Practical PR 2.0 Take the Next Step in Social Media Meghan Hindman 2008 Research Fellow, Society for New Communications Research Vice President, Director of New Media, Dorland Global Public Relations www.sncr.org The Old World of Communications You Message Control

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slide1

Practical PR 2.0

Take the Next Step in Social Media

Meghan Hindman

2008 Research Fellow, Society for New Communications Research

Vice President, Director of New Media, Dorland Global Public Relations www.sncr.org

new media review
New Media Review

Web 2.0 technologies & practices that enable people use to create and share content, opinions, insights, experiences and perspectives

Tools of New Media Include:

Blogs

Wikis & Collaborative Tools

Podcasts

Online Video

Social Networking: MySpace, Facebook, LinkedIn

Virtual Worlds: Second Life

News aggregation: Digg, Health Ranker

Photo sharing: Flickr

Social bookmarking: del.icio.us

navigating new media
Navigating New Media

There are 76 million+ established blogs

Nearly 100,000 new blogs are created daily

healthcare pharma new media landscape
Healthcare/Pharma New Media Landscape

More than 113 million Americans search online for healthcare information

82% of women and 77% of men online use the Internet for health purposes

58% of Internet users say their last search affected a decision about how to treat a medical condition

obstacles and solutions
Obstacles and Solutions

General misunderstanding/ suspicion regarding lack of control

Entry into new media seen as risky

Competition for resources (time and money)

Conduct sustainable influencer education program

Engage in demonstration project with early adopter(s)

Review cost comparison of new vs. traditional media outreach

pieces of the new media puzzle
Pieces of the New Media Puzzle

Social Networks

Blogs

RSS

News Aggregation

Social News Release

Social Bookmarking

pieces of the new media puzzle9
Pieces of the New Media Puzzle

Social Networks

Blogs

RSS

News Aggregation

Social News Release

Social Bookmarking

pharma healthcare and social networking
Pharma/Healthcare and Social Networking

Growing presence on more popular social networking sites

MySpace

Facebook (requires login)

Virtual Communities/Networks

Specialty healthcare networking sites evolving

Sermo (requires login)

Nurse Connect

Major presence for patients and patient advocacy groups

Webring

Facebook (requires login)

USA Today article

pieces of the new media puzzle11
Pieces of the New Media Puzzle

Social Networks

Blogs

RSS

News Aggregation

Social News Release

Social Bookmarking

the healthcare blogosphere
The Healthcare Blogosphere

Four primary healthcare-blogosphere participants:

Journalists

Healthcare biz – Ed Silverman/Pharmalot

General health – Tara Parker Pope/Well

Whistleblowers/Anti-Industry

Dr. Peter Roost/Question Authority

Patients

Yet Another Cancer Blog

Care Pages

Physicians

Kevin, MD, Medical Weblog

Dr. David’s Blog

Pharma gradually becoming a presence

AlliAlli ConnectJohnson & Johnson

influential blogger outreach
Influential-Blogger Outreach

Identify and rank influential bloggers

Journalists

Patients

Physicians

Begin reading/subscription as soon as possible

Forge relationship/foster dialogue in order to saturate blogosphere with product or corporate information

Encourage posting of information and Web address

Encourage spokespeople to comment/blog

Create ongoing touch points with bloggers

Send relevant news updates as appropriate

blog monitoring influencer identification
Blog Monitoring/Influencer Identification

No true/easy/automatic standard for identifying and rank influential bloggers

Frequency of posts

Number of profile views

Lists viewership

Number of links

Number of comments

eDrugSearchHealthcare 100

Best method = manual labor

Technorati

BlogPulse

Google Blog Search

RSS

blogger relations do s and don ts
Blogger Relations: Do’s and Don’ts

Never pitch, personalize

Bloggers – savvy and non-savvy – oppose traditional media pitch

Relationship building is essential to fostering dialogue

Best approach:

Personal

Knowledgeable

Quick

Relevant

Continue learning and reading

influential blogger outreach16
Influential-Blogger Outreach

Alternative to one-on-one relations

Sponsor adjunct roundtable session - Healthcare Blogging and New Media Summit

Position event as relationship-building opportunity for bloggers and pharma/biotech

Invite patient, physicians, journalist bloggers

Discuss best and worst practices of pharma blogosphere dialogue

Work with participants to develop best practices guidelines

pieces of the new media puzzle17
Pieces of the New Media Puzzle

Social Networks

Blogs

RSS

News Aggregation

Social News Release

Social Bookmarking

slide18
RSS

What is RSS?

Really Simple Syndication – enables content to be subscribed to and automatically pulled into a newsreader, webpage or blog template

User controlled

Automatically delivers new content

Becoming platform for advertising and delivery of services such as institutional news

Uses include:

Combat email overload

Online press room updates

Keep your customers informed with a feed for product updates, specs, troubleshooting, security updates

Employee communications

Monitoring

utilizing rss feeds
Utilizing RSS Feeds
  • Use RSS to announce press announcements
  • Announce new issues of your e-newsletter
  • Provide a separate RSS feed for the articles you publish in your newsletter
  • If you publish content on different topics, provide a separate RSS feed for each
  • Allow your visitors to subscribe either to the email or RSS delivery channels to receive the same content
  • If you have an affiliate program, make sure your affiliates can also subscribe to your affiliate notices via an RSS feed
  • If you're sending out special notices or updates to your existing customers via e-mail, create a special limited-access RSS feed to deliver those same updates via RSS as well
pieces of the new media puzzle20
Pieces of the New Media Puzzle

Social Networks

Blogs

RSS

News Aggregation

Social News Release

Social Bookmarking

the social media press release
The Social Media Press Release

Established journalists looking for more than static content

75 percent of journalists prefer to receive media-rich press releases than a standard email or Word file

“Press releases with ‘a song and dance,” PR WeekUK, 18 July 2007

“Press releases are nearly useless”, Tom Foremski, Financial Times

Social Media Release/New Media release combines video, audio and photo news in one accessible microsite

Template

NutriSystem Canada

pieces of the new media puzzle23
Pieces of the New Media Puzzle

Social Networks

Blogs

RSS

News Aggregation

Social News Release

Social Bookmarking

social bookmarking
Social Bookmarking

What is social bookmarking?

A way to group web pages, blog posts etc. so others can follow along

Popular Bookmarking Service

Del.icio.us – recently acquired by Yahoo

Attributes

Share valued information and sources

View what friends/influencers/others are saving and reading

Discover interesting articles on topic from others

Filing system based on user generated categories

del icio us
Del.icio.us

Social bookmarking management site

Collection of favorite link

Keep links to articles, blogs, music, reviews, recipes, and more, and access them from any computer on the web

Share favorites with friends, family, coworkers, and the del.icio.us community

Discover new things

del icio us27
Del.icio.us

Access anywhere

Share with everyone

Private bookmarking also an option

Subscribe to tags

General

From specific users

Build a “network” by inviting friends, family, colleagues or reporters

Facebook application now available

Get started: http://del.icio.us/help/

social bookmarking relationship building
Social Bookmarking & Relationship Building

Subscribe to key reporters and other influencers

Research who is reading about the topics you are interested in order to discover new influencers

Invite reporters to visit your del.icio.us profile

Encourage reporters and other influencers to join your network

pieces of the new media puzzle29
Pieces of the New Media Puzzle

Social Networks

Blogs

RSS

News Aggregation

Social News Release

Social Bookmarking

news aggregators
News Aggregators
  • Digg = “democratizing digital media”
    • “Digg” what you like, “bury” what you don’t
      • Add articles
      • Invite and track friends
      • Discuss
        • Comment on digg posts
        • Digg comments or bury them
  • Health Ranker
    • “#1 Social Media Health Site”
    • Powered by user
    • Partnerships available
social media examples healthcare and oncology
Social Media Examples

Healthcare and Oncology

social networking for people with cancer
Social Networking for People with Cancer

Planet Cancer

I’m Too Young For This

My Crazy Sexy Life

Understanding Cancer

My Lifeline

The Life Linkage Network

yRoswell

My Cancer Place

Inspire

Care Flash

Care Pages/Revolution Health

The Cancer Support Project

Sharing Hope.tv

Survivor Celebration

i m too young for this i 2 y
I’m Too Young For This! i[2]y
  • One of Time’sTop 50 Websites of 2007
  • Blog – The Stupid Cancer Blog
  • Live Podcasts
    • The Stupid Cancer Show Monday Evenings
  • Social networking
  • i[2]y Web banners
  • “Pocket PSAs”
oncology nursing society
Oncology Nursing Society
  • Podcast series
    • Audio discussion surrounding Oncology Nursing Forum
  • Virtual Communities/SIGs
    • Announcements
    • Calendar
    • Discussion Forums
    • Polls
    • Web Links
    • Shared Files
    • Photo Gallery
  • Virtual Media Briefings
    • 9th National Conference on Cancer Nursing Research: Impact of Exercise on Patients with Cancer
american cancer society
American Cancer Society
  • Blogs
    • Dr. Len’s Cancer Blog
  • Facebook groups
  • Second Life
    • American Cancer Society Island
    • Relay for Life
      • 4th year anticipated to be largest contiguous event
      • 2007 Second Life Relay raised >$118K with more than 1,700 participants
      • Avatars encountered opportunities along the way to have fun while donating money - lighting virtual luminaries, and participating in events such as sky diving roller coaster rides, and treasure hunts
why you should take the plunge
Why You Should Take the Plunge

113 million+ patients seeking medical info via the web cannot be ignored1

Adverse events, off-label discussions happening

39% of patient bloggers are anonymous2

Benefits of social media:

Establish an ethical and forward-thinking presence within the target communities

Build a collaborative network of allies to disseminate messages to the masses/relationship building

Peer-to-peer support

Reputation building

More open dialogue with key audiences

More effectively manage/diffuse issues

mapping your strategy questions to consider
Mapping Your Strategy: Questions to Consider

Is the organization really ready?

Are the appropriate decision makers informed about social media?

What are your goals? Who is/are the audience(s)?

Do you have access to the technology needed to achieve these goals?

Do you have dedicated new media champions?

mapping your strategy questions to consider38
Mapping Your Strategy: Questions to Consider

What are the legal/regulatory attitudes toward e-marketing? New media?

Do you have the appropriate resources for getting staff up to speed? For the program roll-out?

How much of a time/resource commitment are you willing to devote to new media?

Have you set metrics?

for more in depth education
For more in-depth education

The Society for New Communications Research is a nonprofit 501(c)(3) think tank dedicated to the advanced study of new communications tools, technologies and emerging modes of communication, and their effect on traditional media, professional communications, business and society.

www.sncr.org

(650) 331-0083

info@sncr.org

Visit our blog at:

New Communications Review

www.newcommreview.com

Journal of New Communications Research:

www.sncr.org/journal

resources
Resources
  • Healthcare Law Blog
    • http://healthcarebloglaw.blogspot.com/
  • Listening – RSS
    • Rojo, Bloglines, Feedburner, Technorati, IceRocket, Google Blog Search
  • Communication/Creation – Blog Platforms
    • Movable Type / Typepad (www.sixapart.com)
    • WordPress (www.wordpress.com)
  • Collaboration – Wikis
    • Socialtext (www.socialtext.com)
  • Community – Social Networking
    • Social Platform (www.socialplatform.com)
    • Blogging Systems (www.bloggingsystems.com)
  • Results – Monitoring & Measurement
    • Cymfony.com (www.cymfony.com)
    • Biz360 (www.biz360.com)
    • Buzzmetrics (www.buzzmetrics.com)
    • KD Paine (www.kdpaine.com)
resources42
Resources
  • Education
    • Society for New Communications Research
      • Journal of New Communication Research
    • The New PR Wiki (www.thenewpr.com)
    • The Cluetrain Manifesto
    • Naked Conversations
    • The New Influencers
    • The Corporate Blogging Book
    • Strategies & Tools for Corporate Blogging
    • Blogging for Business
    • Corporate Conversations
    • How to Do Everything With Podcasting
    • Join the Conversation