This document discusses how social media can be used as a catalyst for change and advocacy. It outlines the benefits of social media for organizations, including increasing awareness, traffic, and positive perceptions. Popular social media platforms like Twitter, Facebook, YouTube, and blogs are examined in the context of how patient associations can use them to monitor conversations, engage stakeholders, and spread information about atrial fibrillation and stroke. Challenges of integrating social media like resources, policies, and understanding success metrics are also covered.

1. Social media
A catalyst
for change
Advocacy in Action
Len Starnes Effecting Change
Digital healthcare consultant Lisbon, 19 - 20 March 2013

2. Agenda
5
Framework
4
1
Stakeholders
101
2 3
Benefits
Tools

4. So what are social media?
Web-based tools which
enable individuals and
organizations to
Create
Co-create
Share
Exchange
…information and ideas

5. What makes social media
different?
Reach Global
Speed Rapid adoption
Accessibility Available to all
Usability Easy to use
Recency Virtually instantaneous
Adapted from www.thesocialmediaguys.co.uk

6. Scale & speed

7. 1/7
of world
population
Mind boggling

8. 8 giants across 6 continents
www.silverpop.com

9. More is different,
faster is different
Philip W. Anderson
PW Anderson, More is Different, Science, 4 August 1972

10. Different means
unpredictable
changes resulting
from extraordinary
increases in scale
Adapted from: PW Anderson, More is Different, Science, 4 August 1972

11. ‘We are living
in the middle
of the largest
increase in
expressive capability in the
history of the human race’
Clay Shirkey, Here Comes Everybody, 2008

12. Politics
Media &
Travel entertainment
Social media
Effecting
change
everywhere
Creatively
Healthcare destructing

13. ePatient Health 2.0
movement
Patients
& patient
associations
Medicine 2.0
Real-world data

14. Listen
Comment
Engage
Share
Benefits
Benefits

15. Organizations and
businesses in general
Increase awareness
of the organization
Increase traffic to the
organization’s website
Increase favourable
perceptions of the
organization and its aims
Adapted from: www.sas.com/events/pbls/2010/las-vegas/documents/TheNewConversation.pdf

16. Patient associations
Ability to monitor stakeholder and
patient ‘conversations’
Increase quality and frequency
of stakeholder interactions
Initiate debate around your
organization’s aims and those
of the Patient Charter
Provide authoritative compelling
content on afib and stroke

17. Enables
you to put a
human face
to your
association
Engenders
empathy &
authenticity

18. Tools

19. Twitter I’m riding my bike now
Facebook I like bikes
YouTube Watch me ride my bike
Platforms
for every Google+ My circle of biking friends
need Linkedin My skills include riding a bike
Instagram Here’s a photo of my bike
Pinterest Here’s a photo of a cool bike
With thanks to
Andrew Spong

20. Twitter
What’s happening now?
Follow and join real-time conversations
Tweets limited to 140 characters
Over 500 million users 2013
Well established afib & stroke convos
#afib #stroke hashtags enable convos
to be easily found, followed and joined
Excellent tracking and analysis tools

21. #Afib #stroke
TweetDeck view

22. Symplur.com
@stopafib
2nd most influential

23. Facebook
World’s most popular network
Create profiles, keep in touch with
friends, family and colleagues, join
common interest groups
1.2 billion users 2013
212 countries 2013
Large numbers of patient association
presences
Used by many afib stakeholders
www.socialbakers.com/facebook-statistics/page-5/

24. 380,000 Likes

25. YouTube
Video sharing on steroids
Upload, share, tag, like & comment
4 billion hours watched per month
World’s 2nd largest search engine
Exceptionally powerful content
Literally demonstrate aims & expertise
Significant viral potential
SEO friendly – top spots in organic

26. Almost I million views

27. Blogs
Shared diaries
Opinion, photos, videos, audio files
Request comments & feedback, initiate
conversations
Excellent free platforms such as
Tumblr, Blogger, WordPress
Uses: latest Association news,
afib/stroke resource centre, medical
research updates, sharing personal
stories, stakeholder news

28. Resident bloggers include
Association VP, patients,
Blog invites members doctors, medical
to share a story researchers, caregivers
Insights posted from
recent medical research

29. Stakeholders
Benefits

30. Government/payers: UK
‘The incentives…the ability
to enter into conversations
with different stakeholders…’
>11,000 followers
March 2013

31. Payers: Germany
PWC
‘Dramatic’ impact of SM
on Krankenkassen-
customer relationships
SM ranking
Techniker KK #1
14,599 FB Likes

32. Doctors: worldwide
Membership Huge growth of
of doctors’ doctors-only
social networks social networks
3m
2m
Today
1m
> 80 networks
> 3 m members
2007 2008 2009 2010 2011 2012 2013

33. Initiate peer-to-peer
conversations
doc2doc (Global) Konsylium24 (PL)
Doctors.net.uk (UK,) Drportal (HU)
Coliquio (D,CH,AT) iDoctus (ES)
Esanum (D,AT,CH, Docactus (F)
F,ES,IT) Egora (F)
Hippokranet (D) Dottnet (I)
DocCheckFaces (D) Doctor at Work (RU)
MedUniverse (SE) iVrach (RU)
Medcenter (ES,P) Doktorsitesi (TK)
Engage where doctors go to engage

34. Medical schools:
worldwide
Medical schools are
teaching students how
to be better doctors by
using SM
Global SM course used
by medical schools in
Europe, USA and Asia
Pacific region
Dr Bertalan Mesko

35. Framework

36. Process challenges
1.Stakeholders 2.Objectives
Audit your Set SMART
stakeholders’ objectives
social presences
4.Technology 3.Strategy
Decide which Plan how your
social media relationship with
platforms to use stakeholders will
change

37. Integration challenges
5.Resources 6.Policies
Who will manage Develop clear
your social media policies and
presences? guidelines
7.Understand what ‘good’ looks like
Set targets, track performance, optimize

38. Not embracing
social media is
not an option

39. Len Starnes
lenstarnes@gmail.com
T: + 49 30 781 5513
M: + 49 172 1788253
Skype: lenstarnes
linkedin.com/in/lenstarnes
twitter.com/lenstarnes
slideshare.net/lenstarnes