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Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 1 ADC Education Cores: Using Social Media for ADC Collaboration and Recruitment September 2010 Jim Cashel MD, MPP – Forum One Communications

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Presentation by Jim Cashel of Forum One Communications to the NIH / NIA Alzheimer's Disease Center conference September 2010.

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Page 1: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 1

ADC Education Cores:

Using Social Media for ADC Collaboration and Recruitment

September 2010

Jim Cashel MD, MPP – Forum One Communications

Page 2: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 2

Name These Websites

Page 3: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 3

Social Media

• What’s going on here?

• What implications does it have for the ADCs?

• New opportunities?

Page 4: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 4

What’s Going On Here?

• 10,000 BC: One to one communications

• 1450: One to many communications

• 2008: Many to many communications

Page 5: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 5

The Way We Use the Web Has Changed

SearchRead

SearchReadTagCommentLinkShareFollowFriendLikePost Collaborate

2005 2010

Page 6: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 6

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Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 7

Survey Results

• At Work: 60% use social media

• At home: 85% use social media

Page 8: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 8

A Few Social Media Sites

Page 9: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 9

Page 10: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 10

Approaching Social Media

Page 11: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 11

Approach to Social Media in 3 Steps

• Step 1: Define Goals

Page 12: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 12

Approach to Social Media in 3 Steps

• Step 2: Find Partners

Page 13: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 13

Find Partners

• 27% of you use social media every day at home

Page 14: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 14

Approach to Social Media in 3 Steps

• Step 3: Experiment / Measure

• “Senior management and staff need to understand the risk profile of social media efforts”

-- Fred Smith, CDC

Page 15: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 15

Tools and Sites

Page 16: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 16

A Few Social Media Sites

Page 17: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 17

Blogs & Microblogging

Page 18: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 18

Starting a Blog

• Listen• Participate (via Comments)• Decide

– Goals– Name– Approach– Editors– Schedule– Metrics of Success

Page 19: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 19

Microblogging & Twitter

Short (140 character) status updates.

Getting Started• Find & follow the leaders• Add your contacts• Retweet• Reply• Ask questions• Post links / original thoughts

Page 20: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 20

Social Networks

Page 21: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 21

LinkedIn

De-facto online professionalnetwork

Getting Started• Create your profile• Add connections• Creating a group is low cost

/ low impact way to experiment

Page 22: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 22

Facebook

Largest Social Network

Getting Started• Create your FB profile,

add friends• Review groups and fan

pages• Fan page a low cost /

low impact way to experiment

Page 23: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 23

Photo & Video Sharing

Page 24: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 24

YouTube

Video sharing category leader

Page 25: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 25

Flickr

Photo sharing category leader

Page 26: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 26

Social Documents

Page 27: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 27

SlideShare

Presentation sharing leader

Page 28: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 28

Scribd

Largest social publisher of

documents.

Page 29: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 29

Case Studies

Page 30: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 30

Case Study: Green Hour

Page 31: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 31

Page 32: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 32

Page 33: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 33

Page 34: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 34

Page 35: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 35

Green Hour Results

• Doubled traffic: 8,000 to 16,000 page views

• List size doubled: 2,500 to 5,000

• 35% open rate

• New relationships with influential “mommy

bloggers.”

Page 36: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 36

Case Study: OCRN

Page 37: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 37

Online Community Research Network

• GroupSite

• Monthly calls (Adobe Connect)

• Bi-monthly Research Surveys

• Annual Gatherings

Page 38: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 38

Opportunities

Page 39: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 39

Survey Results

• Outreach to patient families about education, resources, events going on at the ADC

• The opportunity to reach a broader network of potential subjects and/or those who are concerned and in support of AD.

• Central virtual storage facilities for shared resources (non-

PHI/confidential) regarding grant- and ADC operation related materials

Page 40: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 40

Learn More?

• 96% of you want to learn more about social media!

Page 41: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 41

Getting Started: Newbie to Maven in 1 Hour

1. Read some blogs (blogsearch.google.com)

2. Set up a LinkedIn or Facebook Profile

3. Create a Twitter account (15 minutes)

4. Start listening & connecting (25 minutes)1. http://search.twitter.com/2. http://twitter.com/invitations/find_on_twitter3. http://www.google.com/alerts4. http://blogsearch.google.com/5. http://alltop.com/

Page 42: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 42

Resources

• Blogs: – ReadWriteWeb– Mashable– Online Community Report

• Authors:– Clay Shirky– John Hagel

Page 43: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 43

Thanks!

Jim Cashel Email:[email protected]

Twitter:@cashel

www.ForumOne.com

Page 44: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 44

Presence Framework

Page 45: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 45

Social Tool Primary Focus Leading Sites

Social

NetworksConnect

Social

Bookmarking Discover &

ShareRich Media

Micro BloggingGreat at

Both

Popular Social Sites that Lead the Pack

Page 46: Using Social Media for ADC Collaboration and Recruitment

Social Media Opportunities | NIH Alzheimer’s Disease Centers September 2010 46

How to Listen

FreeGoogle alerts, Google reader, Yahoo RSS search results, HootSuite, TweetDeck, TattlerApp, Social Mention

FeeScoutlabs, Radian6, Nielsen


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