Practical PR 2.0 Take the Next Step in Social Media Meghan Hindman 2008 Research Fellow, Society for New Communications

1. 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

2. The Old World of Communications You Message Control

3. The New World of Communications You Message Control

4. 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

5. Navigating New Media There are 76 million+ established blogs Nearly 100,000 new blogs are created daily

6. 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

7. 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

8. Pieces of the New Media Puzzle Social Networks Blogs RSS News Aggregation Social News Release Social Bookmarking

9. Pieces of the New Media Puzzle Social Networks Blogs RSS News Aggregation Social News Release Social Bookmarking

10. 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

11. Pieces of the New Media Puzzle Social Networks Blogs RSS News Aggregation Social News Release Social Bookmarking

12. 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

13. 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

14. 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

15. 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

16. 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

17. Pieces of the New Media Puzzle Social Networks Blogs RSS News Aggregation Social News Release Social Bookmarking

18. 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

19. 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

20. Pieces of the New Media Puzzle Social Networks Blogs RSS News Aggregation Social News Release Social Bookmarking

21. 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

22. Social Media Release v. 1.5

23. Pieces of the New Media Puzzle Social Networks Blogs RSS News Aggregation Social News Release Social Bookmarking

24. 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

25. Social Bookmarking Sites

26. 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

27. 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/

28. 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

29. Pieces of the New Media Puzzle Social Networks Blogs RSS News Aggregation Social News Release Social Bookmarking

30. 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

31. Social Media Examples Healthcare and Oncology

32. 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

33. 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”

34. 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

35. 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

36. 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

37. 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?

38. 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?

39. Questions & Discussion

40. 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

41. 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)

42. 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