socializing health research
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Sidneyeve MatrixSocial Media & Health Research Advocacy
and mobile!
This presentation reviews social & mobile tools for building campaigns to raise public awareness of health research.
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When laypeople don't know or care enoughabout what scientists are doing with funding,
~ John Pavlus, Why Science Depends On Good Branding , Fast Company Design 2011
““
they don't notice or care when scientists are suddenly prevented from doing it.
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context
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60%of ePatientssay web research influenced their decision about how to manage a medical condition
context
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29%
source: Pew
context
adults have searched for health information via their mobile phone
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~Jane Sarasohn-‐Kahn, health economistSmartphones are the new wellness channel.
new mobilities
“
“
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157Kparents opted-in
new mobilitieskey: micromessagingthis value-added SMS campaign was very successful
mostly millennialimage Alla_G
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17,000 mHealth apps available
43% designed for healthcare pros
context
image: jcfrog
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500 million peopleusing mHealth apps
analysts forecast
by 2015
context
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“few of those apps have anything to do with health”
new mobilities
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new mobilitiesissue: discoverability even info-rich apps are difficult to find in crowded app stores
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new mobilitieskey: curationsome thought leaders help us find the best apps by reviewing them
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new mobilities
Harvard Public Health has their own very cool multimedia app, created using the Mobile Roadie platform.
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"We want New York City to be the safest city in the world to have sex."
~ Dr. Monica Sweeney NYC Assistant Health
Commissioner
new mobilitiesthe most "edgy" apps attract media coveragekey: newsworthy = discoverable
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sleep with our phones90% of adults key: newsworthy = discoverable new mobilities
image: in the pink
this sleep cycle alarm app earned many media mentions
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315K followers
key: accessible messages
The most simple & succinct health research tweets are the most widely retweeted.
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175K followers
accessible messages
The most simple & succinct health research tweets are the most widely retweeted.
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155K followers
accessible messages
The most simple & succinct health research tweets are the most widely retweeted.
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In preparing for this presentation we found very few of the really valuable status updates from Canadian medical researchers are being retweeted. We should change that.
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white papersposition paperspresentationsnewsletterspress releasescampaigns
social publishingdisseminating research on social sites
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ePapers
webinars
slides
podcasts
accessible/agile informationThis site is filled with free takeaways.
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information gains value when it is sharedsocialnomics
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strategy + toolskey: info on-demand + engagement ladder
mental health research site
This info-rich site lets users get involved privately or with friends.
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scribds
strategy + toolskey: cloud publishing
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facebook notes
strategy + tools
key: cloud publishing
Facebook notes app
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slideshare
strategy + toolskey: social-sharing ready
cloud publishing for presentation slides
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infographic
infographicsstrategy + toolskey: data visualization as eye candy
People love to share amazing designs like this one, on the social web.
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strategy + toolsAn infographic creation tool and inspiration website.
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strategy + toolskey: mobile infosnackingAnother mobile media idea for busy people on-the-go.
Did you know: that you can also distribute your powerpoint slides & PDFs via iTunes podcasts?
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strategy + toolskey: great soundtrack, edgy, optimism
virality: 4 weeks 260K views
Don't miss seeing this amazing video of dancing senior scientists, students, and volunteers at McGill's cancer research labs.
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strategy + toolskey: preferred format
CDC's graphic novel targets Gen Y & Gen Z
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CDC's graphic novel
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movemberstrategy + toolskey: social proximity
raising money for men's cancer research
Appealing to GenY's desire to make a difference, with friends, as part of something big.
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strategy + toolskey: cross-gen cause marketing
A multimedia, social, mobile campaign with cross-generational appeal, bringing families together for a good cause, & raising awareness of good nutrition.
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key: user-generated content
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key: gameified + social proof strategy + tools
Badge lets participants share info about their social good activities with friends, family, teachers, employers ... that's social proof.
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disseminating health research via the
easy to sharesimple messagecreative and edgygets friends involved
amplified by the power of the P2P economy
concluding remarks
checklist:
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Thank you to Alexandra Patricia Vivien Macgregor for research assistance.
Contents of this presentation including images have Creative Commons Attribution-‐Noncommercial-‐Share Alike 3.0 Licenses.
This research was funded by and prepared for Research Canada, a national, not-‐for-‐profit organization whose mission is to improve the health and prosperity of Canadians by championing Canada’s global leadership in health research.
image: Thomas Rockstar
About the authorSidneyeve Matrix teaches media and marketing, culture & communications, at Queen's University.sidneyevematrix.comtwitter.com/sidneyeve