2011MECCA
Member Section
Welcome to MECCA Section Meeting 2011
2011MECCA
Member Section
MECCA Section 2011MECCA Section 2011
Alicia A. Sutton, CCMEPExecutive VPOmnia Education and Prova EducationChair, MECCA
Jan Perez, CCMEPManaging PartnerCME OutfittersOutgoing Chair, MECCA
2011MECCA
Member Section
AgendaAgenda
1:30-1:45 Introduction
1:45-2:00 Presentation from the Alliance
2:00-3:25 Social Media in CME: Real-world Examples of Social Media in Action
2011MECCA
Member Section
AgendaAgenda
Facebook use in needs assessments in multiple sclerosis
Twitter to raise awareness/reinforce educational opportunities in mental illness
Twitter, Facebook, and associated tools to promote education on diabetes
Learning Blogs in tobacco cessation Social Media as the subject of medical
education Text Messaging designed for patients,
incorporated into CME on fibromyalgia
2011MECCA
Member Section
AgendaAgenda
1:30-1:45 Introduction
1:45-2:00 Presentation from the Alliance
2:00-3:25 Social Media in CME: Real-world Examples of Social Media in Action
3:25-3:40 Break
3:40-4:30 Developing a Strategic Plan for Social Media in the CME Enterprise: Utilizing the POST Methodology (Workshop)
4:30-4:45 Great Idea Award Presentations
4:45-5:00 2011 Chair-Elect, Closing Remarks
2011MECCA
Member Section
IntroductionIntroduction
Linked In CME Group: 3,453 members
What are we talking about?
2011MECCA
Member Section
IntroductionIntroduction
2011MECCA
Member Section
IntroductionIntroduction
Moore's Outcomes and Patient Simulation Anyone doing PI CME and willing to share their
process? Incentivizing surveys: What are your thoughts? CME Response Rates for e-newsletters. Patients as active CME collaborators? What are meaningful metrics of success for e-learning? Social Learning & Social Media, Where do the
regulators currently stand and how do we proceed in the Pharma Industry?
Maintenance of Certification (MOC) and PI CME Question
2011MECCA
Member Section
IntroductionIntroduction
SURVEY: Does your organization use social media technologies?
2011
Yes
No
Don’t Know
N = 59
64.4%
33.9%
1.7%
2010
N = 146
Yes
No
Don’t Know
53.4%
43.6%
2.7%
2011MECCA
Member Section
IntroductionIntroduction
SURVEY: Does your organization have a formal, documented social media strategic plan?
2011
Yes
No
N = 33
24.2%
75.8%
2010
N = 67
Yes
No
23.9%
76.1%
2011MECCA
Member Section
IntroductionIntroduction
SURVEY: What technologies are you using?
0 20 40 60 80
YouTube
Blogs 20102011
2011MECCA
Member Section
IntroductionIntroduction
Social Media and 2.0 in general can fill needs previously not met in CME- Deeper assessments of learner needs- Ongoing assessments- Post-activity follow-up- Intra-activity linkage- Appropriate student/faculty interaction- Involvement down to patient level- Transparency throughout the educational process
There can, should, and will be more touch points with the learners
2011MECCA
Member Section
AgendaAgenda
1:30-1:45 Introduction
1:45-2:00 Presentation from the Alliance
Jann Balmer, PhD, RN
Director CME, University of Virginia School of Medicine
George Mejicano, MD, MS, MD, MS
Associate Dean & Director, University of Wisconsin Office of Continuing Professional Development
The Alliance’s Board of Directors
welcomes the
Member Section
to San Francisco!
Medical Education and Communications Companies
Thank you for attending the Alliance’s 36th Annual
Conference
Meet the New President
George Mejicano, MD
Associate Dean for Continuing Professional
Development
University of Wisconsin, School of Medicine
Meet the New Board Members
Debra Gist, MPH, FACMEDirector of EducationAmerican Academy of Dermatology
Ed Dellert, RN, MBA, CCMEPSr. VP, Clinical EducationAmerican College of Chest Physicians
Alliance 2011 Board Officers
George Mejicano, MD President
Damon Marquis, MAVice President
Destry Sulkes, MDTreasurer
Jann Balmer, PhDPast-President
Mark Schaffer, EdMSecretary
Winnie Brown, MPASecretary-Elect
Changing Healthcare Environment• Greater emphasis on performance, quality and
patient safety
• Increased reliance on Information Technology
• Workplace/Inter-professional Education to suggest team-based delivery of care
• Changes in Accreditation/Certification
• Increased scrutiny related to commercial support
Alliance’s New Strategic Plan2011-2014
Alliance Vision
The Alliance is a recognized leader and trusted partner that exists to close gaps in healthcare performance by translating the best science and knowledge into effective
continuing professional development.
Alliance’s New Strategic Plan2011-2014
Alliance MissionThe Alliance is a community of professionals
dedicated to accelerating excellence in healthcare performance
through education, advocacy and collaboration.
Win an iPad!
• Raffle card at registration
• Visit exhibit hall to collect stickers
• Match # on sticker with correct commitment
• Drop off completed card at Business Meeting
• Must be present during Business Meeting to win!
Learn More About Strategic Plan
• Opening Plenary8:30 a.m. Thursday
• Business and Town Hall Meeting
12:30 p.m. Friday• Hot Topics in CME/CPD
8:30 a.m. Saturday
Stop and engage a board member!
www.acme-assn.org
•Self-directed competency-based online learning tracks
•Supports your lifelong learning and professional growth
•Convenient, interactive and engaging online courses
Three Learning Tracks
1. Proficiency in CME
– Based on competencies for CME Professionals
2. CCMEP™ exam prep
– Practice exam set
3. Competency-Based Certificates
– Promoting Best Practices in Assessment & Evaluation
– Directing physician self-assessment for learning and change
– Facilitating improvements in healthcare by addressing barriers
• October 2011, Alexandria, VA• Highly interactive 3-day program• Learn leadership strategies, tools, techniques, best
practices• Enhance your personal leadership style & talents• Make valuable contacts with colleagues and faculty
• PACME SummitMay 12-13, Philadelphia, PARegistration Now Open!• Basics SeminarJuly 23-29, Alexandria, VA• Medical Specialty Societies Summer MeetingsAugust 10, ASCO, Alexandria, VAAugust 12, ACS, Chicago, IL
Additional Live Educational Opportunities
In Association with Blood Centers of the Pacific9:30 am-6:00 pm, Friday, January 28, 2011
Juniper Foyer/Juniper Room
Three ways to contribute:1. Donate Blood.2. Volunteer during Blood Drive.3. Make a Financial Contribution to Blood Centers of the Pacific.
Congratulations!Member Section Great Idea Award Winner
Complex Cases in Primary Care
TCL Institute, LLCBill O’Neill, MBA
ANDDuke University School of Medicine, Office of CME
Sherry Layton, MAAND
Texas Academy of Family PhysiciansJessica Miley, CCMEP
Become involved:
• Volunteer within your member section
• Submit an article for the Almanac newsletter
January 21-24, 2012
Join us next year in Orlando!
2011MECCA
Member Section
AgendaAgenda
1:30-1:45 Introduction
1:45-2:00 Presentation from the Alliance
2:00-3:25 Social Media in CME: Real-world Examples of Social Media in Action
2011MECCA
Member Section
Panel PresentationPanel Presentation
Brian S. McGowan, PhD Senior Director, Oncology Medical Education Group Pfizer Inc.
Dean BealsPresidentDKBmed
Jan Perez, CCMEPManaging PartnerCME Outfitters
Anne GoodrichSVP, Education and Business DevelopmentM|C Holdings Corp / Pri-Med
Stephen ChavezSenior DirectorNACCME
Patty Peterson, CCMEPSenior Vice PresidentProjects In Knowledge, Inc.
Alicia A. Sutton, CCMEPExecutive Vice PresidentOmnia EducationProva Education
2011MECCA
Member Section
Panel PresentationPanel Presentation
Brian S. McGowan, PhD Senior Director, Oncology Medical Education Group Pfizer Inc.
Exploring the Value of Social Media for CME Professionals
Evolution of Traditional Media
BroadcastingArchiving Teaching
2000190018001700160015001400
Revolution of Social Media - 2000
Networking, Sharing, and Learning
Traditional vs. Social Media
http://en.wikipedia.org/wiki/Social_media
Traditional Media Social Media
Reach
Accessibility Private, controlled Public, open
Usability Specialized Training Common skills
Recency Days, weeks, months Virtually instantaneous
Permanence Static, unchanging Fluid, yet auditable
Social media are…
• digital tools for sharing and discussing information among friends, followers, and (not so) like-minded.
• transforming monologues into dialogues
• defined by user-generated content (UGC) or consumer-generated media (CGM)
3 Ways SoMe Supports CME Professionals
1. Supporting the professional development of medical community.
2. Supporting the professional development of CME community.
3. Amplifying the voice of CME advocacy.
SoMe To Enhance HCP Learning
• 61% of adult patients look online for health information.
• 50% of healthcare providers have used Wikipedia in practice.
• By delaying adoption of social media, we failing to stop information-seeking HCPs from relying on less credible and less regulated sources of medical information.
@susannahfox
@leeaase
@edbennett
• http://meetingsnet.com/social-media/0701-great-asco-tweetup/index1.html • http://ebennett.org/hsnl/
SoMe To Enhance HCP Learning
http://blog.influence-interactive.com/2009/09/04/physicians-and-social-media/
Research Agenda for Medical Education
SoMe To Support CME Professionals
• The learning and quality-improvement communities outside of CME are actively engaging in social media.
• By delaying adoption of social media, we are ignoring readily available best practices used by other forms of adult education.
1. Blogs enable community leaders to communicate ideas and best practices.
2. Staff can use google alerts to learn about the latest trends in their profession.
3. Staff can share using micro-blogging. 4. Staff can social bookmarking to archive
important information. 5. Collaborative workspaces enable teams to
share documents, screens, photos, files, and presentations.
Sharing is simplified (virtual teams).
6. Staff can search for experts who have the skills necessary to address needs.
http://www.astd.org/lc/2010/0510_medved
American Society of Training and Development
SoMe To Support CME Advocacy
• SoMe = the quickest, simplest, and most cost-effective channel for sharing these successes.
• By ignoring social media, we are missing out on the opportunity to share all of our success stories in an easily accessible channel that keeps up with the fast-pace of modern news cycles and new media.
Alliance
SACMEACCME
CMSS
PACME
ACPE
ANCC
NAAMECC
AAMC
IHI
Summary: Social Media Mind Map
http://ebakerysocialmedia.com/wp-content/uploads/2010/07/mind-map.jpg
Social Media & Health Care
2011MECCA
Member Section
DKBmedDKBmed
Dean Beals, CEONew York, NY
Using Facebook to distribute a CME needs assessment survey in the area of multiple sclerosis.
2011MECCA
Member Section
MS Needs Assessment – Looking Beyond Traditional AudiencesMS Needs Assessment – Looking Beyond Traditional Audiences
Developing a year-long enduring program in MS
Our needs assessment/practice gap data was triangulated through three different methodologies:
Review of the current literature, including national and regional measures
Detailed conversations with expert multiple sclerosis educators at Johns Hopkins and other institutions
A survey of potential participants
HOWEVER: A patient perspective was needed.
2011MECCA
Member Section
eMultipleSclerosis Review: Needs AssessmenteMultipleSclerosis Review: Needs Assessment
During an assessment of the clinical landscape in MS care, the following practice gaps were identified:
Neurologists do not always consider all relevant factors when choosing a first line disease modifying therapy.
The lack of a clear consensus defining treatment failure challenges clinicians regarding when to switch therapies.
Clinicians do not have adequate knowledge or comfort level to diagnose, treat, and counsel patients on their cognitive dysfunction symptoms.
Neurologists can improve outcomes by proactively increasing patient adherence to disease modifying therapies.
Clinician knowledge of newly emerging therapies does not fulfill patient needs.
2011MECCA
Member Section
Facebook Survey Distribution Case StudyFacebook Survey Distribution Case Study
Reached out to 50 local chapters of the National Multiple Sclerosis Society (NMSS) Via Facebook groups and pages.
Utilized Facebook wall posts, link sharing, and messages.
42 Chapters Responded.
368 responses
2011MECCA
Member Section
Facebook Survey Distribution Case StudyFacebook Survey Distribution Case Study
• Active Research
• Societies
• MS Support Groups
65 %
2011MECCA
Member Section
Facebook Survey Distribution Case StudyFacebook Survey Distribution Case Study
Non-adherence interventions led by the neurologist and MS nurse, are needed to address barriers to patient compliance
2011MECCA
Member Section
Panel PresentationPanel Presentation
Jan Perez, CCMEPManaging PartnerCME Outfitters
2011MECCA
Member Section
CME OutfittersCME Outfitters
Jan Perez, CCMEPManaging Partner, CME Outfitters, LLC
Social Media Focus:
Utilizing Twitter to highlight and reinforce key educational concepts
2011MECCA
Member Section
Reinforcing Educational Messages via TwitterReinforcing Educational Messages via Twitter
Introduce and reinforce key educational messages from activities
Tweeting tips and information to followers with links to education, retweeting information from NIMH, SAMSHA, FDA, etc.
Gather needs data by linking to a poll Providing access to educational activities
- Avoid the announcement type tweets- Provide “nuggets” of information that generate
interest that can be expanded in the activity
2011MECCA
Member Section
Case Example: Using Social Media to Respond to Changing Educational Needs
Case Example: Using Social Media to Respond to Changing Educational Needs
Following the tragedies in AZ, we wanted to provide some resources for our Community of Practice Added an article on predicting violence to Editor’s Picks on our neuroscienceCME home page Our slide library included a presentation and workshop from the Chair Summit that was very well received -
Assessing and Managing the Dangerous Patient
This series did not match patient-to-provider outcomes
2011MECCA
Member Section
Using Social Media to Respond to Changing Educational Needs
Using Social Media to Respond to Changing Educational Needs
Sent a message out to our CMEO followers on Twitter with a link to the slides
Retweeted the NIMH Director’s Blog discussing the tragedies
Wrote a paragraph in the 1/12/11 Clinical Compass about violence in the severely mentally ill and encouraged clinicians to download the slides and start a discussion with colleagues, staff within their own Community of Practice
50+ downloads within the first hour of release
2011MECCA
Member Section
Panel PresentationPanel Presentation
Anne GoodrichSVP, Education and Business
DevelopmentM|C Holdings Corp / Pri-Med
2011MECCA
Member Section
Anne C. Goodrich Senior Vice President
Boston, MA Social Media Focus:
LIVE CME XM Radio Broadcast in Partnership with ReachMD, Utilizing Social Media Tools to Promote and Engage
pmiCME, M|C Communications Holding
PRI-MED
2011MECCA
Member Section
LIVE Radio CME Broadcast - BackgroundLIVE Radio CME Broadcast - Background
• Expert Interview entitled: Effective Use of Insulin in the Primary Care Setting: How to Improve your Patient Outcomes
• Started marketing only 3 weeks in advance
• Aired LIVE Nov 30, 2010 on ReachMD XM radio, online, iPhone
• 15 minute faculty interview, followed by 15 min LIVE Q&A
• Commercial support from Lilly USA, LLC
• Collaboration team of Pri-Med/pmiCME, ReachMD, Global Directions in Medicine
2011MECCA
Member Section
Social Media: PromoteSocial Media: Promote
62
ACQUISITION: Email/E-newsletters, sign up Online and via Twitter, “RSVP” on Facebook so others can see whose signed up; Hand outs to promote from live meeting
REMINDERS TO “TUNE IN”: Emails, notices via Twitter, Facebook
ONGOING RECRUITMENT:Cross platform promotion post live - via XM radio, pri-med.com, reachmd.com, mobile (iPhone), iTunes
KEEP EMPLOYEES IN-THE-KNOWUse yammer to highlight the event
2011MECCA
Member Section
CONTENT & FEEDBACK SHARING• Activity reviews – Attendee content ratings• Bookmark & Share content with peers• Submit comments, engage with peers
REMOTE OPERATIONS
Manage faculty/editorial remotely via IM
Social Media: EngageSocial Media: Engage
63
INTERACTION WITH FACULTY
Pre-Meeting: Post questions on Twitter, Facebook
Live: Call in, email or tweet questions live
2011MECCA
Member Section
LIVE EVENT November 30th, 2010
Pre-Registered 417
XM radio Listeners
40,902*
Downloads 44 (web, mobile)
Credits 10
Questions In, LIVE 12
REBROADCAST On Demand (results from 1st 4 wks)
On Air 28 airings + ongoing
XM radio Listeners 70,000 +
Downloads 586 (web, mobile, iTunes)
Credits 126
Preliminary Results (post 4 weeks)Preliminary Results (post 4 weeks)
* 30 minute interview re-broadcast will run on demand for 12 months
2011MECCA
Member Section
Next Time ….. Next Time …..
Start LIVE marketing earlier, allowing more time to…
• Get the LIVE event on calendars
• Generate more “buzz”, a more viral marketing effect
• Promote the “submit questions” feature in advance
• Share questions with the faculty in advance, to see the gaps
Post faculty responses to questions which were not addressed
2011MECCA
Member Section
Panel PresentationPanel Presentation
Stephen ChavezSenior DirectorNACCME
2011MECCA
Member Section
NACCMENACCME
Stephen ChavezSenior Director
Millstone Township, NJ Social Media Focus:
Learning blog to reinforce curriculum through resources and connectivity.
2011MECCA
Member Section
Learning Blog Mini CaseLearning Blog Mini Case
Series of 10 live and archived telecons, learning blog, and a toolkit on smoking cessation and oral care for dentists and oral surgeons
Commercial support was received from Pfizer Inc.
Collaboration team of NACCME, Johns Hopkins, Academy of General Dentistry, CECity and CE Outcomes
2011MECCA
Member Section
Learning Blog Mini CaseLearning Blog Mini Case
Faculty-driven discussion topics generated from Q&A discussion, learning objectives and outcomes measures
Learners invited to participate in blog during telecon, on archive, on reminders, through email campaign (3 part, serial blast)
Toolkit hosted on blog site to drive traffic and discussion
2011MECCA
Member Section
Learning Blog Mini CaseLearning Blog Mini Case
Faculty honoraria for topic generation, commentary, discussion and moderation
Categorization of blog commentary and responses for assessment
Measurement of impact on toolkit download
Outcomes study report to be posted for commentary
2011MECCA
Member Section
Learning Blog Mini CaseLearning Blog Mini Case
2011MECCA
Member Section
Panel PresentationPanel Presentation
Patty Peterson, CCMEPSenior Vice PresidentProjects In Knowledge, Inc.
2011MECCA
Member Section
Projects in Knowledge, Inc.Projects in Knowledge, Inc.
Patty Peterson, CCMEP
Case study: Social Media & the “Specialist”
2011MECCA
Member Section
Where Are the Doctors?MDs in Social Media SpaceWhere Are the Doctors?MDs in Social Media Space
• Late adopters• Time/impatience• Concerns over privacy, liability, and
image• Physician usage of social media had
grown 50% in the previous year, according to a June 2009 survey. Massachusetts Medical Society. Social networking 101 for physician
1. Massachusetts Medical Society. Social networking 101 for physicians. Available at: http://www.massmed.org/Content/NavigationMenu2/ContinuingEducationEvents/NewCourses/SocialNetworking101forPhysicians/ManagingTheRisksOfFacebookTwitterAndOtherSocialMedia/Managing_The_Risks_O.htm.
2011MECCA
Member Section
Building Connections or Barriers?Building Connections or Barriers?
Purpose: Leading by example; showing MDs how other MDs are using social media- Why social media is an important
aspect of medicine today (ie, patient education, professional promotion, recruit for clinical trials)
- Sharing specialty-specific examples of HOW, WHAT, & WHERE
2011MECCA
Member Section
Building Connections or Barriers?Building Connections or Barriers?
Clinicians are beyond understanding that patients are downloading information as a part of the patient dialogue; our activities are designed to help the clinician navigate the social media mix
2011MECCA
Member Section
Social Media, HCV, and the GastroenterologistSocial Media, HCV, and the Gastroenterologist
Live satellite symposium at DDW, May 2010 Faculty are expert bloggers and recognized in
the social media mix Therapeutic expertise important for credibility Presentation & tweeting from meeting Dynamic presentation, engaged audience Content specific for “new” and “future”
management strategies in HCV Capacity attendance, live simulcast, enduring
materials
2011MECCA
Member Section
Social Media, MS, and the NeurologistSocial Media, MS, and the Neurologist
Online enduring activity Expert in MS and social media Engaged audience for content specific to
social media and state-of-the-science for MS Promotion featured social media outlets;
Linkedin, Facebook, Twitter, email, etc
2011MECCA
Member Section
Panel PresentationPanel Presentation
Alicia A. Sutton, CCMEPExecutive Vice PresidentOmnia EducationProva Education
2011MECCA
Member Section
Omnia Education & Prova EducationOmnia Education & Prova Education
Alicia A. Sutton, CCMEPExecutive Vice President
Fort Washington, PA Social Media Focus:
Text messaging program directed to patients based on the CME topic presented to HCPs
2011MECCA
Member Section
Text Messaging Mini CaseText Messaging Mini Case
Live CME on the topic of fibromyalgia (FM) was offered in 9 series programs: Women’s Health Annual Visit®, Breakfast with the Professors®, and Innovations in Gynecology®
Commercial support was received from Pfizer Inc., Forest Laboratories, and Lilly USA.
Collaboration team of Omnia Education, UC-Irvine, and National Fibromyalgia Association (NFA)
2011MECCA
Member Section
Text Messaging Mini CaseText Messaging Mini Case
Patients were introduced to the text program through their HCP, if s/he was among the 2,031 who participated in the live CME (in addition to marketing through ongoing email campaigns to HCPs)
Patients were also introduced to the program through the collaboration partners
This series did not match patient-to-provider outcomes
2011MECCA
Member Section
Text Messaging Mini CaseText Messaging Mini Case
2,031 HCPs participated in the live CME activities on FM
487 patients self-enrolled in the consumer-focused FM text program that provided a series of informational messages and assessment messages
44,841 messages were logged Broad geographic reach…
2011MECCA
Member Section
Text Messaging Mini CaseText Messaging Mini Case
2011MECCA
Member Section
Interactive DialogInteractive Dialog
Brian S. McGowan, PhD Senior Director, Oncology Medical Education Group Pfizer Inc.
Dean BealsPresidentDKBmed
Jan Perez, CCMEPManaging PartnerCME Outfitters
Anne GoodrichSVP, Education and Business DevelopmentM|C Holdings Corp / Pri-Med
Stephen ChavezSenior DirectorNACCME
Patty Peterson, CCMEPSenior Vice PresidentProjects In Knowledge, Inc.
Alicia A. Sutton, CCMEPExecutive Vice PresidentOmnia EducationProva Education
2011MECCA
Member Section
AgendaAgenda
1:30-1:45 Introduction1:45-2:00 Presentation from the Alliance2:00-3:25 Social Media in CME: Real-world
Examples of Social Media in Action3:25-3:40 Break3:40-4:30 Developing a Strategic Plan for
Social Media in the CME Enterprise: Utilizing the POST Methodology (Workshop)
Social MediaSocial MediaStrategic Planning for the CME Enterprise
Presented by:
Jeremy C. Lundberg, MSSW, LSW
Strategic Planning for the CME Enterprise
Presented by:
Jeremy C. Lundberg, MSSW, LSW
AgendaAgenda
๏ The Social Media Tool Kit
๏ Strategic planning using the P-O-S-T Methodology
๏ Organizational considerations
What is Social Media?What is Social Media?
๏ Social media (SM) supports the human need for social interaction using web-based technologies.
๏ Transforms traditional monologues (one to many) into social dialogues (many to many).
๏ Supports the democratization of knowledge and information, transforming people from content consumers into content producers.
Why Use Social Media?Why Use Social Media?
๏ The technology is free.
๏ Very low-cost, high-return.
๏ Tremendous potential for reach and ongoing engagement.
๏ It is not a “fad”, but an expectation.
๏ Enhance continuity of learning, develop needs assessments, foster professional networking, promote advocacy and research...
Social Media and the CME EnterpriseSocial Media and the CME Enterprise
๏ Must be applied as a strategy and NOT a tactic.
๏ Uses technology to create an actual relationship with your audience.
๏ Requires a commitment to strategic planning and execution in the context of your target audience’s demographics, objectives, and your available resources.
๏ Look at social media as a collection of tools in your CME tool box.
Social Media ToolsSocial Media Tools
It’s a Jungle Out ThereIt’s a Jungle Out There
Free Social Media “Starter Kit”Free Social Media “Starter Kit”
Drupal CMS Drupal CMS
๏ Leading open source content management system (CMS).
๏ Support multiple Websites, designs and navigation.
๏ Thousands of free add-on modules (e,g., blogs, discussion forums, mobile).
๏ Tight integration with different social media channels
๏ Role-based access and publishing.
๏ Administered by people of all technical levels.
WordPress.org WordPress.org๏ Top open-source blogging and CMS application.
๏ Very easy to setup, brand and manage.
๏ Great way to share your expertise and build traffic to your site.
๏ Offers “one-touch” publishing.
๏ Supports single- and multi-author blogs.
๏ Robust moderation, commenting
๏ Website and mobile browsing and publishing.
๏ Free add-on features to integrate with your Website and social media tools.
Facebook Facebook
๏ Most popular social networking platform.
๏ Over 500 million active users worldwide.
๏ Enables anyone to easily setup, connect with friends and share content (e.g., status updates, video, pictures).
๏ Fastest growing demographic 35+ yrs with females 55+ leading the pack.
๏ Different levels of privacy settings.
๏ Ideal for viral marketing, networking, and advocacy.
๏ Integration with your Website and other SM applications.
YouTube YouTube๏ Most popular video sharing platform.
๏ Over 250+ million active users worldwide.
๏ Enables anyone to easily setup, upload, categorize and convert videos to Adobe Flash format.
๏ People can view, comments, share, and embed your videos anywhere.
๏ Different levels of privacy settings.
๏ Ideal for viral marketing and awareness campaigns.
๏ Popular with mobile smartphones.
๏ Integration with your Website and other SM applications.
Twitter Twitter๏ Very popular micro-blogging site.
๏ 3rd most popular social networking site.
๏ Enables anyone to easily setup, network with others and post/receive text messages limited to 140 characters.
๏ Available via personal Webpage and desktop and mobile applications.
๏ Different levels of privacy settings.
๏ Ideal for viral marketing, research, AND networking.
๏ Integration with your Website and other SM applications.
Strategic Planning and Organizational Considerations
Strategic Planning and Organizational Considerations
Organizational ConsiderationsOrganizational Considerations๏ Effective social media implementation is a marathon, not
a sprint. There is no finish line.
๏ Make social media part of your “organizational DNA.”
๏ Manage risk with clear policies on privacy, abuse, marketing, “friending”, etc.
๏ Buy-in from senior leadership non-negotiable.
๏ Setup an internal work-flow that identifies roles and responsibilities for implementation, maintenance and growth.๏ Setup a working group of 3-4 stakeholders with one team
leader๏ Solicit ideas and feedback from broader committee
including your clients.
๏ Consider starting with manageable pilot projects.
P-O-S-T MethodologyP-O-S-T Methodology๏ People: Assess your audiences’ social activities and
demographics.
๏ Objectives: Define what you want to accomplish and how you will measure success.
๏ Strategy: Plan for how relationships with your audience will change.
๏ Technology: Decide which social technologies to use.
Source: Forrester Research, Inc.
Alliance for CME and Social MediaAlliance for CME and Social Media๏ Wished to leverage social media for
membership drives, education, networking, and advocacy.
๏ Established 3-person working group to:๏ Develop fluid two-year social media strategic
plan.๏ Produce social media policy document.
๏ Convened weekly standing conference call
๏ Evaluated current and planned technology infrastructure
Alliance for CME: PeopleAlliance for CME: People๏ Researched social technographics from
membership surveys
๏ Interviewed key stakeholders๏ Alliance staff๏ Board and committee members
๏ Gathered information on available staff resources
MECCA SM SurveyMECCA SM Survey๏ 79% use SM in personal life compared to 83% in
2010.
๏ 55% self-identify as “novice” or “intermediate”
๏ 53% vs 44% MECCAs use social media in 2011.
๏ 45% of MECCAs are conducting small SM pilots.
๏ LinkedIn and Facebook most popular
Source: Alliance for CME MECCA listserv (2011)
Social TechnographicsSocial Technographics
Bernoff, J & Li C (2008) Groundswell.
BtoB Social Media ProfileBtoB Social Media Profile
Bernoff, J & Li C (2008) Groundswell.
Common POST ObjectivesCommon POST Objectives๏ Learning
๏ Listening
๏ Engagement
๏ Energizing
๏ Embracing
๏ Support
Alliance for CME: ObjectivesAlliance for CME: Objectives๏ Drive traffic to Alliance website.
๏ Increase visibility, awareness to drive membership.
๏ Increase visibility of research, education, and commerce activities.
๏ Inform public about the Alliance’s work, news, and events.
๏ Communicate with Alliance followers, contacts, and members.
๏ Disseminate Alliance publications, education opportunities, and conferences.
Alliance for CME: StrategiesAlliance for CME: Strategies๏ What do we hope to accomplish?
๏ How will we support the changing relationships with our target audiences?
๏ What will be the metrics of success/failure?
๏ EX:๏ Increase membership by 20%๏ Improve access to advocacy and regulatory
information
Alliance for CME: TechnologiesAlliance for CME: Technologies๏ Match People, Objectives and Strategies
with appropriate SM tools.
๏ Determine resource allocations for each channel to be successful.
๏ Define roll-out and interactions w/ other media elements
Alliance for CME: TechnologiesAlliance for CME: Technologies
๏ LinkedIn, Facebook, and Twitter (Jan 2011)
๏ Re-design Website and community launch (March 2011)
๏ Blog (April 2011)
๏ YouTube and iTunes (Summer 2011)
Alliance for CME: TechnologiesAlliance for CME: TechnologiesBlog
๏ Link: http://blog.acme-assn.org/
๏ Implementation: Fall 2010
๏ Cost: Application being purchased by Alliance.
๏ Resource Requirements: ๏ One Editor (4-6 hours per month)๏ Alliance President (2 hrs per month)๏ 6-10 initial contributing authors/Editorial Board
(1.5 hrs per month per person).
In Summary In Summary ๏ Develop and commit to a realistic strategic social media
plan.
๏ Use your Website as your “basecamp” for all social media use.
๏ Keep the content fresh and ongoing.
๏ Avoid “brand cannibalization” by unifying your identity under one brand.
๏ Listen, share and engage through thoughtful dialogue.
๏ Personalize your relationship with your audience.
๏ Analyze key metrics to determine success and adjust your strategic plan accordingly.
Suggested ResourcesSuggested Resources๏ “Goundswell: Winning in a world
transformed by social media” by Charlene Li and Josh Bernoff @ www.forrester.com/Groundswell/
๏ The Social Life of Health Information” by Susannah Fox @ www.PewInternet.org
Jeremy C. Lundberg, MSSWwww.dlc-solutions.com
2011MECCA
Member Section
MECCA 2011Thank you for participating!Stay active, stay social, stay
connected.
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