Download - Public Relations in the Networked Age
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PewInternet.org
Public Relations in the Networked Age The new information ecosystem of e-patients
PRSA – Health Academy
Indianapolis
May 3, 2013
Lee Rainie (@Lrainie): Director, Pew Internet Project
Email: [email protected]
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What is Pew? A “fact tank”?
“Tell the truth, and trust the people”
-- Joseph N. Pew, Jr.
http://bit.ly/dUvWe3
http://bit.ly/100qMub
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3
“Tweckle (twek’ul) vt. To
abuse a speaker to Twitter
followers in the audience
while he/she is speaking.”
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4
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5
“Tweckle (twek’ul) vt. To
abuse a speaker to Twitter
followers in the audience
while he/she is speaking.”
we need a tshirt, "I survived the
keynote disaster of 09"
it's awesome in the "I don't want to
turn away from the accident because I
might see a severed head" way
too bad they took my utensils away w/
my plate. I could have jammed the
butter knife into my temple.
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Networked patients and the triple revolution
1) internet/broadband 2) mobile connectivity
3) social networking; social media
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Lisa Kimbell email: “If you're reading this it's because I managed to convince Peter to send it which makes me very happy even tho I'm sure it makes Peter feel uncomfortable. I'm sending a check out to Oregon today…. Since most of us are far away, we can't do much of that but we can provide some cash to reduce the stress of figuring out how to deal with the day-to-day while they're dealing with something way more important.”
Blogger Jessica Lipnack: “… because you are reading this post, you are connected to P+T. Without their pioneering ideas and frameworks, this kind of connection, between you and me right now, would be very different.” Then she quotes Lisa Kimbell’s email text
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Meaning of P+T for public relations
• Social world has moved from tight groups and organizational hierarchies to looser and more diverse networks – “networked individualism”
• Networks have risen in trust / institutions have declined … but institutions can become network “nodes”
• Networks have segmented and layered
• Social media is a part of networking behavior
• Amateurs stand beside experts as teachers and helpers
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Three tech revolutions
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Digital Revolution 1: Broadband Internet (85%)
0%
10%
20%
30%
40%
50%
60%
70%
80%
June 2000
April 2001
March 2002
March 2003
April 2004
March 2005
March 2006
March 2007
April 2008
April 2009
May 2010
Aug 2011
Dec 2012
Broadband at home
Dial-up at home
68%
3%
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Networked creators and curators (among internet users)
• 69% are social networking site users
• 59% share photos and videos
• 46% creators; 41% curators
• 37% contribute rankings and ratings
• 33% create content tags
• 30% share personal creations
• 26% post comments on sites and blogs
• 16% use Twitter
• 15% use Pinterest
• 13% use Instagram
• 14% are bloggers
• 6% use Tumblr
• 18% (of smartphone owners) share their locations; 74% get
location info and do location sharing
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Internet and health
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Other key facts
• Women do many things for e-health at greater levels than men
• Search engines are by far the most likely starting point for health queries
• Half of health searches are for someone else
• Better educated folks are health-seeking omnivores
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Impact on health public relations
• More volume, velocity, and variety of information
• New pathways to customers / tastemakers
• Rise of “fifth estate” of media actors (including citizen “vigilantes”) – harder to control message
• More arguments and harder to assess threats
• Collapsed contexts of messaging
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Revolution 2: Mobile – 89% of adults 51% smartphones / 31% tablets
321.7
Total U.S.
population:
315.5 million
2012
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Apps > 50% of adults
22%
29%
38% 43%
0%
10%
20%
30%
40%
50%
Sept 2009 May 2010 August 2011 April 2012
% of cell owners who have downloaded apps
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Mobile Health Information: Demographics 31%
(among all cell owners)
45% (among smart phone owners)
Men 29 46
Women 33 45
Age
18-29 42** 66***
30-49 39** 59**
50-64 19* 34*
65+ 9 11
Race/ethnicity
White, Non-Hispanic 27 42
Black, Non-Hispanic 35* 47
Hispanic 38* 49*
Annual household income
Less than $30,000/yr 28 35
$30,000-$49,999 30 42*
$50,000-$74,999 37* 56**
$75,000+ 37* 68***
Education level
No high school diploma 17 21
High school grad 26* 36*
Some College 33** 50**
College + 38** 61***
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Health and mobile – self-tracking
21% use technology -- 7% use apps
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• Attention zones change – “Continuous partial attention” – Deep dives – Info snacking
• Real-time, just-in-time searches and availability change process of acquiring and using information – Spontaneous activities – Be “ready for your closeup”
• Augmented reality highlights the merger of data world and real world
Impact on health public relations
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9%
49%
67%
76%
86% 87% 92%
7% 8%
25%
48%
61% 68% 73%
6% 4%
11%
25%
47%
49% 57%
1% 7%
13%
26%
29% 38%
0%
20%
40%
60%
80%
100%
2005 2006 2007 2008 2009 2010 2011 2012
18-29 30-49 50-64 65+
Digital Revolution 3 Social networking – 59% of all adults
% of internet users
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Health and social networks
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• Composition and character of people’s social networks changes AND networks become important channels of … – learning
– trust
– influence
• Organizations can become media companies themselves …
• … and “helper nodes” in people’s networks
Impact on health public relations
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• More demands for transparency
A few more thoughts
• More attempts at hacking, breaking and entering, and messing with you
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Health outcomes payoff
• Monitoring
• Interventions and reinforcement
• Skills training – meds/devices
• Emotional and social support among peers
• “Information prescriptions”
• Amateur research contributions – online recruitment, communities and clinical trials
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Be not
afraid
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Thank you!