Web 2.0 & Social Media Member/Client Communications

& Social Engagement

Evolution of the

1st gen Internet (1990-2000) characterized by

static html-based websites and basic search

engines.

Early Web 2.0 = bulletin boards, blogs. User

generated content has now exploded with

social networks like Facebook, YouTube and

Twitter where people can share and exchange

contacts, information and knowledge.

What’s New With Web 2.0

The evolution of web 2.0 is described as a shift

in the Internet from a one way publishing

environment to a participation environment

where the focus is on people having

conversations online.

Social Media Stats

Social media statistics are moving targets.

One billion Facebook users having three

trillion conversations a day.

500 million registered

Twitter users with

25 billion tweets

last year.

Social Media Stats

Six in 10 Canadians have a social network profile.

World spends more than 22% of their on-line

time visiting social network sites.

Number of people visiting these sites has

increased by 30% in the last year spending 66%

more time on these sites now than they did a

year ago.

“If you’re not on a social

networking site, you’re not

on the Internet”

– Interactive Advertising Bureau of Canada

So Burn the Ships!

There’s no going back. Only going forward.

– Mitch Joel, Social Media Guru

CDHA must be progressive and innovative to remain

relevant to their members and the public. Health care

professionals must serve their clients in the same way.

The younger “net gen” demographic have “grown up

digital” and only know the internet as their primary source

of information. 31% of CDHA members fall into the under

30 age bracket. This shifting demographic will continue to

grow as boomers retire.

So Why Go There

“Ya gotta be where people need ya”- Mitch Joel

Social Media Turns Health

Information Into Action Searching medical and health-related content is

the third most frequent online activity; 60% of “e-patients” report web research influences their health decisions.

17,000 mobile health applications on the market. 43% designed for health professionals, and patients often download professional resources for their own use.

Dr. Sidneyeve Matrix, Assistant Professor of Film and Media, Queen’s University

Lead Don’t Follow

Organizations and professionals have no choice but to align their corporate communications strategy to engage in new ways in this new space.

In 2011 there were less than 40% of Canadian associations active in social media. By 2013 will grow to 98%.

“Surf on top of the wave, don't get crushed underneath it.”

Where is CDHA?

Staff personally and professionally active online.

Subscribe to online media monitoring service,

Google News Alerts and other RSS newsfeeds

that deliver relevant content we can share.

Social components integrated in our website.

Established CDHA profiles on Facebook,

Twitter and YouTube.

Interactive Website

Members Only area

Private Board Room

Online Community – Groups/listserves,

forum discussions and member blogs

CDHA Blog

E-newsletter and QuickMail

Interactive online magazine

New elements planned: Find a Practitioner portal

Searchable CJDH index

Additional community groups.

CDHA Community http://community.cdha.ca/welcome.htm

Features forums, blogs

and groups (listserves).

3,511 active community

members. 489 in

Independent Practice

group and 185 in

Educators group.

New groups to be added.

CDHA Fan Page on Facebook

Launched April 2010 5,510 fans

https://www.facebook.com/theCDHA

Twitter

A micro-blogging service. Posts or “tweets” are

short messages of 140 characters (about 30

words).

CDHA launched April 2010. 1,447 followers.

Follow 567 accounts. On 56 Twitter lists.

More than 7,130 posts.

https://twitter.com/theCDHA

Twitter Widget

Recently added a Twitter widget to

front page of website so those without

Twitter accounts can still follow feed

and access recent links.

More …

LinkedIn – Similar to Facebook but associated with a professional profile and work related projects/interests. http://www.linkedin.com

RSS Feeds - A feed or channel that allows people to subscribe (by hitting a button) to have web content delivered directly to them as it is created.

DH Tweeps to follow on Twitter

@healthysmyles

@indrdh

@BCDHA

@MyDentalHealth

@4healthysmiles

@perfect___smile

@Joanne_RDH

@ONDentalHygiene

@C_Smiles_Ottawa

@CanadaHygienist

@lifetimesmileDH

@whitesummitdhc

@MahadeoE

@DentalHygienius

@ADHADOTORG

Sharing Sites

Post/share/access videos, multimedia shows,

images, photos, documents. Allows both sharing

of information AND good for research for

resources you need.

http://www.youtube.com/user/TheCDHA/feed

Launched March, 2010 – 744 views

Slide share search for dental hygienists - 2,077 results

http://www.slideshare.net/theCDHA

How to Keep Track of it All? Social Media Feed Aggregators

TweetDeck HootSuite

Flock, Friend feed, Spindex, Yoono, Orsiso, Minggl, Google Buzz, Seesmic

What Do We Share

All major announcements (awards, scholarships,

positions, presentations, PD opportunities and

membership information)

Press releases

Links to new studies, research, profession specific info in

the news

Links to our publications

Employment opportunity postings

Coming events

Media articles highlighting members in the news

Engage in conversations

Who Do We Share With?

Follow and are followed by members, other professionals,

public, related organizations (CDA, ADHA), dental industry

(Hu Friedy, P&G, Crest), health organizations (Health Canada,

Canadian Medical Association), politicians, healthcare

bloggers, media and many others.

Building strong interactive relationships with our members.

Putting a personal face on the organization and helping us

develop advocates.

What’s Next? Change is Always on the Horizon…

82% Canadians will access all content on smart phones/tablets by 2013. There will be more mobile than desktop users by 2015.

Already more people using social networks from mobile devices than desktop clients. 91% of mobile users access social media channels vs. only 79% of desktop users.

MORE immediate interaction BUT requires more vigilant and frequent monitoring and maintaining up-to-date platforms.

Why Do Any of This?

Awareness of who is talking about you and what they are saying.

Opportunity to increase oral health awareness and dental hygiene knowledge transfer.

Thought leadership. Keeping front of mind with audience – members or clients current and potential, partners, competitors, government and other target audiences.

Building personal learning networks

Helps us to do our jobs more efficiently.

How Do We Succeed?

Two years in and still work to do, but leaps ahead of many Canadian associations.

Keep momentum, through constant monitoring of conversations, dialoguing, regularly posting updates, tracking and measuring success.

We need to target and focus on what we do well and not try to do it all.

Attention and resources to website is critical.

“If you do a half way job trying to serve everyone, no one is coming back.”

Measuring Success

“WHO” not how many. CONVERSION more than metrics. Not about quantity of followers/visitors or number of hits, about quality of what your “fans” DO for you.

Traditional media hits a lot of people but SM hits the people that care.

Create groundswell and use those who are passionate ambassadors of your brand.

Give members tools to take our message beyond our immediate community and advocate on our behalf.

Measuring Success What People Are Saying

@ONDentalHygiene: definitely bringing dental community together,

connecting people, promoting dialogue & delivering current news. Love it!

@Periowave We work across the globe

and your feed is one of the best.

Ricki Haviland on FB: I love getting the daily updates and interesting articles. I bring them up with co-workers often. :-)

@chelsearoode: Awesome!

Nice to have an easy way to

keep in touch with what's

going on! Has helped me a

lot with school assignments!

Great job!

Klout Score

KLOUT is a

measurement of cross

platform social media

success based on overall

online activity, reach and

influence.

http://klout.com/theCDHA

CDHA’s Klout Score is currently 52, an increase

from 39 since 2011.

How Do We Stack Up? Comparison of Klout scores reveals with 52

points CDHA is a leader in online engagement

British Dental Association @TheBDA - 53

Canadian Dental Association @mydentalhealth - 48

British Columbia Dental Hygienists Association @BCDHA - 49

American Dental Hygienists Association (@ADHADOTORG) – 46

DHPRO - @DHPROca – 20

Canadian Medical Association – @CMA_GC – 41

Canadian Dental Assistants Association @CDAA_ACAD – 21

What Can YOU Do to Get Started?

Get involved in a conversation.

You can start by just listening!

Explore the CDHA online Community

Monitor a dental hygiene blog

Fan/follow us on Facebook or Twitter

Search the web, You Tube or Flickr for interesting dental

hygiene content

Subscribe to Google Alerts or other newsfeeds

Lexicon of Lingo

OMG = oh my gosh/God

LOL = laugh out loud / ROFL= roll on floor laughing

BRB = be right back

BTW = by the way

IRL = in real life

RT = Retweet

FB= Facebook

LI = LinkedIn

LMK = let me know

DM – Twitter direct message

BBM – Blackberry messaging

EM= email

FF = Follow Friday on Twitter

HTH = hope that helps

IMO = in my opinion

Top-50-twitter-acronyms-abbreviations-and-initialisms

Rules of Engagement Positive image and reputation is an important part of your profile.

Only 20% of organizations have formal policies/guidelines in place.

Social media policy/practice should embody:

Organizational policies, codes of conduct, contractual obligations etc. extend

to online activity.

Don’t post anonymously.

Be responsible

Share interesting information.

Respect confidentiality.

Avoid controversial or malicious discussions.

Be respectful and professional.

Be responsive.

Respect copyright.

Think ahead…your electronic footprint is difficult to erase.

Google DOES NOT forget!

Top 3 Takeaways

Listen

Respond

Build Relationships

Resources

Your Dental Hygiene Practice & Social Media A workbook written by CDHA member Cindy McQueen

http://www.rdhbooks.com/Our_Books_QYOP.html

50 Tips for using Twitter effectively

http://www.bridiestypingservices.com/40-tips-for-using-twitter-effectively/

The Health Communicators’ Social Media Toolkit

http://www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolkit_bm.pdf

Oral Health America’s Social Networking Guide

http://oralhealthamerica.org/wp-content/uploads/OralHealthAmericaSocialMediaGuide-

FFS20111.pdf

Wrapping it all up!

Do nothing and fall behind.

Social media will look different next year than it does now. Quick response, flexibility, open mind, adaptability.

Risk vs. Reward. Social media can open you up to criticism but this provides an opportunity for engagement. Turn your critics into champions.

People drive technology: don’t be afraid or overwhelmed. You are in the driver seat.

It’s all about experimentation. What works best for you. Don’t have to use everything.

HAVE FUN with it!

Good News!

The CDHA communications team can help you navigate these muddy waters!

We’re happy to help any member that requires assistance at any time. Contact us at marketing@cdha.ca