Smart Listening Essential in Social Media – A Recap of the International Healthcare Social Media Summit

May 27

Last week, a couple of my colleagues and I had the chance to attend the International Healthcare Social Media Summit. We, along with over 150 people worldwide, joined the summit online via a livestream.

Hosted by GlobalHealthPR and convened at Spectrum Science in Washington, DC, the summit brought together social media and health communication experts and enthusiasts. The summit presented findings from social media research conducted around the topic of malaria  – what the current social media landscape on malaria looked like and how to get people online talking about malaria.

Before presenting the findings, GlobalHealthPR shared some interesting statistics on the growing use of social media and, shed some light on the growing importance of social media in developing countries. Most of us are already aware that at least one quarter of American adults use social media when seeking health information, but in Portugal, approximately 28% of people use the internet to search for health information. In India, about 45,000 people are joining social media networks daily, and in Mexico, the fasting growing sector of social media users are women over age 40!

GlobalHealthPR then introduced its social framework, which emphasizes the importance of “smart listening” to understand why people engage in social media and what value it adds, otherwise known as the “personal engagement proposition.” The framework also highlights that listening is part of an ongoing feedback loop to refine messages and engagement strategies. In addition, the social media principles (understand, add lots of value, leverage unique insights, and be open-minded) should be applied when considering and developing social media programs.

One unique insight that really hit me was the discussion of the fatalistic view of malaria and that this devastating disease is commonly seen as the common cold or flu, an illness that is inevitable. In fact, the study found that in high prevalent areas, malaria is seen as such and hence, social media interactions around the topic of malaria also reflect this view. In low malaria prevalent areas, the discussion on malaria is not social; the conversation revolves more around its science and disease epidemiology.   In order to establish a personal engaging proposition on the topic of malaria, the team suggested giving malaria personal relevance, encouraging experiences with malaria in the social space (creating personal stories is how I like to think about it), and establishing a sense of urgency (i.e. we need to take action now).

They were only able to arrive at these conclusions by engaging in smart listening. Sometimes, in order to be sure that you are engaging in smart listening, connecting with experts gives a sense of what keywords or “buzz” words to listen out for. So it’s important to be prepared to listen multiple times, even if that means listening in the physical space and then using what you’ve learned to better listen in the online space.

In the end, we realize that social media is just a tool to do what we’ve been doing for years, including advocating for a certain cause or getting people to change their behavior. We just need to ensure that we practice smart listening when considering social media conversations.

The video of the summit and the presentation slides are available for viewing online. Check them out here.

Still proving the value of CSR?

May 26

A new study released by Tuck Business School at Dartmouth looks at whether CSR provides financial benefit to companies, specifically within the grocery retail industry, by looking at four dimensions of CSR and how they impact positive perceptions and whether consumers modified their purchase behavior based on these perceptions.

The study’s hypothesis was based on a review of CSR impacts on financial performance across a number of industrial sectors, and argued that “we don’t really know about whether, how and how much CSR benefits the company.” Overall, results demonstrated the financial benefit to grocery stores in terms of “share of wallet” – particularly when CSR programming was specific to consumers’ direct experience with the grocery store, such as fair compensation for the staff they dealt with and locally-sourced food they bought. Broader initiatives that impacted general goodwill, such as environmental and community program, had less of an impact of share of wallet. The take-away from this latest study is that not all CSR efforts garner benefits equally for companies – and the resulting paper will undoubtedly contribute to ongoing evidence-informed analysis of best practices. But does the premise of whether CSR provides value need to be proven? The benefits of corporate responsibility – both the tangible and intangible – are long-studied and have been continually examined as business practices and consumer and stakeholder attitudes and beliefs have changed. Global reviews that prove the business case (and societal benefit) come from the Harvard Business Review, GlobeScan and BSR, among others.

So why do we seem to need to continually validate CSR? Perhaps it’s that stakeholder and consumer trust of corporations is inherently volatile. Or the belief that proven approaches to addressing global problems need all sectors at the table? Last year’s Economist conference on corporate responsibility hosted C-level advocates from such companies as Coca-Cola, Timberland and Procter & Gamble along with academics and global thought leaders in a discussion about how – not if – the corporate sector will play a leadership role with government and citizens in facing face today’s issues of climate change, the financial crisis and sustainability.

Check out the full study and the AdAge coverage.

Wake-up calls and lifestyle changes

May 24

Yesterday’s Los Angeles Times featured a great article about behavior change entitled “Why are unhealthy people so reluctant to change their lifestyles?”  In the article, Dr. Valerie Ulene, a preventive medicine specialist, examines just how much it takes for someone to adopt what she calls the three principles of healthy living: not smoking, five daily servings of fruits and vegetables, and regular physical activity.

Many would think that serious health events like heart attacks or cancer survival would be the wake-up call that facilitates the adoption of a healthier lifestyle, but several recent studies have said otherwise.  For example, a Washington University study found that one year after a heart attack, 1,200 overweight men and women had lost an average of just 0.2% of their body weight.  A 2008 study published in the Journal of Clinical Oncology showed that just 1 in 20 cancer survivors were following all three principles of healthy living (although most had given up smoking).

Clearly, there’s more to adopting a healthy lifestyle than just a wake-up call.  A third study conducted by the Centers for Disease Control and Prevention found that physicians are lax in discussing lifestyle issues with patients following a diagnosis—just 1 in 3 were given diet recommendations, and 1 in 4 received physical activity advice.  Less than half were asked about smoking.  If doctors aren’t viewing health scares as wake-up calls, how exactly does someone get to the point where they’re willing to change?

According to the article, there are a few steps that lead up to a change of habits:

1) First, they must recognize that the benefit is worth the time and effort put into it

2) Then, they must prepare slowly by making small adjustments in their lifestyle

3) When they deem the small adjustments a success, they are ready to commit to change

Of course, committing to the change isn’t everything- it takes a lot of work to undertake and maintain a true lifestyle change.   One thing this article did not mention is that even if people are fully aware of all of the benefits and steps to undergoing a change, if the healthier choices aren’t easy to make, they’re much less likely to choose them.  I’m willing to bet that most people understand the importance of eating fruits and vegetables, but if they live in a food desert, spending an hour traveling to the grocery store is hard to justify when there’s a convenience store nearby, even if it offers only unhealthy options.

This is a place where effective communication can play a huge role in affecting behavior change.  For example, if people are ready to make the small adjustments mentioned in step two above, they can be reminded that you don’t have to go to the gym to be physically active—taking the stairs or walking a few extra blocks is valuable as well.

What do you think—is there a way for health scares to be viewed as opportunities for behavior change?

Happiness, Harmony, and World Citizenship

May 19

Getting screened for cancer.

Putting on a seatbelt.

Turning off the lights.

Recycling.

Quitting smoking.

Wearing sunscreen.

Social marketers have increased the rates of all of the above behaviors throughout the last half century and have, in turn, affected the health and well-being of men and women all over the world. We have academic theory to back our behavior change philosophies, and we have practice that has proven our tactics. Social marketing has come a long way in the fields of health and safety, and it now appears to be broadening with more and more initiatives positively affecting the environment and fiscal responsibility. Imagine, though, a social marketing program aimed at making people happier, more harmonious, and better world citizens. Could it be possible? Sounds a little dreamy at first, but one man has devoted much of his life to helping people around the world grasp these principles.

About a month ago, I attended a press conference at Citywest Hotel in Dublin, Ireland at which the Dalai Lama spoke about hard work, self-confidence, and inner peace. I hadn’t been invited to the press conference, but by some miracle of pure chance, I was welcomed with open arms. The Dalai Lama was in Dublin for the Possibilities Civic Summit which was organized to empower people in the face of social, environmental, and economic challenges. His words were deeply evocative, and while I can’t say for sure, I would wager that every single person in the room was sincerely affected by his profound statements on the promotion of basic human values, human happiness, and the fostering of harmony. His statements encouraged wellness and addressed attitudes to bring about peace on individual and global scales:

Happiness. “The ultimate source of happiness and successful life is within ourselves,” the Dalai Lama said. He went on to discuss how inner value brings inner strength and how happiness can only be achieved within oneself, with peace of mind, an open mind, and a holistic view of the world.

Harmony. The Dalai Lama spoke about harmony with one another as being necessary for individual and global peace.  He said, “Friendship between believer and non-believer is possible.” He noted that we must learn from each other to achieve worldwide brotherhood and sisterhood.

Mental Health. Discussing reasons for poor mental health, the Dalai Lama said, “Mental illness comes from people looking outside.” He talked about how if people focus on their inner selves, rather than on superficial matters, people can open themselves to great mental wellbeing. “Love, affection, compassion—these are the things that reduce anxiety and allow friendship. Openness, honesty, truth—elements of trust and important for mental health.”

Prosperity. “Billionaires, they are, I notice, very unhappy people. Very powerful, but deep inside, too much anxiety, too much stress,” the Dalai Lama said. He went on to discuss how the recent global recession is the result of shortsightedness and greed. He spoke passionately about how prosperity comes from hard work and determination, and how it cannot be measured in money.

Responsibility. The Dalai Lama announced his plans to step down as Tibet’s head of state and make way for his elected replacement, in order to advance democracy. He spoke about how in a democracy, individuals need to be accountable for their behaviors and actions: “Everyone has self-duty and responsibility.” He also talked about how human affection and solid values are harmonious with personal responsibility.

Ethics. One does not need to be religious to have ethics, the Dalai Lama discussed. Secular ethics are based off common sense and logic, and these ethics demand respect and compassion for other human beings.  The Dalai Lama stressed the importance of secular ethics to all in attendance, and spoke about the positive impacts of compassion for individuals and those around them.

As the Dalai Lama spoke about the ideology outlined above, he paused often to smile and laugh, both of which activities were truly infectious.  Wearing his red and saffron robes, he reached another yet another audience with his lessons—another audience to spread his teachings.  In listening to the Dalai Lama, I really appreciated hearing things that I already believed in, reaffirming the values that have been engrained in me since childhood. His words have since pushed me to take more time for myself during the day and not “sweat the small stuff.” Going back to the question posed at the beginning of this post, imagine a social marketing program aimed at making people happier, more harmonious, and better world citizens. Could it be possible? Do you think it would ever be funded? Could nonprofits team up and take this on? Or maybe a corporation as a part of their social responsibility initiatives? One man is making a big difference in the lives of people he meets. Imagine what we could do together.

Women Are Strongest Believers in the Power of Supporting Causes

May 17

This post was originally posted to Ogilvy PR’s Womenology blog.

A recent study conducted by Ogilvy Public Relations Worldwide in partnership with the Center for Social Impact Communication at Georgetown University revealed the importance of supporting causes for women in the U.S.

8 in 10 women believe that supporting causes creates a sense of purpose and meaning in life and feel everyone can make a difference through their support.

Some of the key findings showcase demographic trends in the current dynamics of cause involvement.

Here are some highlights:

Study results show that women are more likely than men to believe in the capacity of individuals to make a difference in society by supporting causes.

The top three causes women are most involved with are supporting our troops, feeding the hungry and breast cancer. The two latter receive greater support from women than from men. Women are also significantly more likely to support youth-related causes like bullying and childhood obesity.

When engaging with causes, social media play a greater role for women than men:

  • Women turn to social media as a source of cause information more often than men—though for both, this lags far behind traditional TV and print media sources and personal relationships.
  • More than 6 in 10 women believe online social networking sites increase the visibility of social issues and allow people to support causes more easilythis figure is significantly lower among men.
  • Women are also more likely than men to feel that social networking sites help them get the word out about a social issue or a cause.

However, women’s engagement in causes is not limited to the social media space. In fact, women expressed that only showing support to a cause on social networking sites is not enough: almost half of women think that “Everybody ‘likes’ causes on Facebook and it doesn’t really mean anything.”

Additionally, the survey revealed that the more historically prominent types of engagement (e.g., donating, learning more about the cause and signing a petition) remain the “most often” means of cause involvement for both women and men.

If you are interested in learning more, click here to download the full fact sheet and stay tuned as we continue to release additional findings from this study in the upcoming weeks:

  • May 31 – Cause Involvement by Ethnicity
  • June 13 – Cause Involvement by Generation
  • June 30 – Cause Involvement and Behavior Change

How social are you when it comes to seeking health information online?

May 13

When it comes to sharing and/or looking for health information online, are you a social butterfly or a wallflower? New findings from the Pew Internet and Life Project’s The Social Life of Health Information 2011 survey were released yesterday, showing that online resources, including advice from peers, serve as a significant source of health information in the U.S., while doctors, nurses, and other health professionals continue to be the first choice for most people with health questions and concerns. Additionally, this is the first time anyone has reported, in a national consumer survey, how consumers are using the Internet for self-tracking of their health.

One of 15 health issues were searched online by 80% of Internet users, or about 59% of the U.S. population, the survey showed. These issues include questions about a food recall, environmental hazard, or information on a specific disease, hospital or doctor.

Susannah Fox, Associate Director and author of the study, says the online conversation about health is being driven forward by two forces: 1) the availability of social tools and 2) the motivation, especially among people living with chronic conditions, to connect with each other.

General findings from the survey include:

  • Social network sites are popular, but used only sparingly for health updates and queries.
  • People caring for loved ones are more likely than other adults to use social network sites to gather and share health information and support.
  • Relatively few use hospital ranking and doctor review sites.
  • One in four adult internet users have consulted online reviews of drugs or treatments.
  • One in four adult internet users track their own health data online.
  • More people report being helped rather than harmed, by online health information.
  • The typical search for health information is on behalf of someone else

Read the rest of this entry »

The Power and Influence of Emotion

May 06

Although humans are complex creatures, let’s face it – we are “cognitive misers.” We like to process information simply. And who can blame us, in this day and age of information bombardment, it is natural to place information in silos to help us better digest the content.  Sometimes we even ignore information, unless something pulls us in.

I personally am fascinated by the role that emotion can play in helping us become attracted to, and thus, better able to accept and use information to change our behavior. In fact, studies have found that emotional messages (those providing some appeal to our feelings) are more memorable than rational messages (those that ignore the emotional aspect and focus exclusively on providing technical information).

An interesting theory, popular in advertising, is Petty and Cacioppo’s elaboration likelihood model (ELM). When faced with information, the ELM asserts that individuals take one of two routes: the central route or the peripheral route. Those who take the central route have the motivation and ability to process the rational arguments presented, while those who take the peripheral route tend to not have the motivation and ability to process the information. So, those who travel the central route focus on the message content, such as the textual information, while those on the peripheral route pay more attention to heuristic cues such as colors and visuals.

Sounds a bit obvious, that when we really don’t care about an issue, we  may defer to other aspects of a message that may make us interested. But, taking a twist on the ELM,  if emotional appeals can serve as heuristic cues, then perhaps we will be more likely to process the technical aspects of the content.  Our emotional state will influence how we process the message and can even draw us in to become interested in the more technical, information-heavy message.

We have seen this in social marketing campaigns, and in my opinion, these campaigns have been very effective.  And I’m not just talking about using fear as an emotion. Even other emotions, such as pride, joy, gratitude, and even worry and anxiety can pull us in to absorbing a message. Check out this ad promoting seat belt use that Lauren Belisle includes in her post on traffic safety.

While social marketing has recognized the powerful role of emotion and have been open to letting their campaigns “wear their hearts on their sleeves”, I think in general, health communication can do more to ensure that when rational information is presented, for example, on a Web site, some emotional aspects are attached.

It seems like the role of emotion was discussed a fair deal in the recent World Social Marketing Conference. I’m still going through the materials; they’re finally posted online!, including Dr. Jose Mazzon’s presentation [PDF] on The Role of Emotions in Social Marketing. If you attended the conference, or even if you didn’t, what are your thoughts, or feelings (pun-intended), on emotions in social marketing and health communication?

Supporting Our Troops and Feeding the Hungry are the Top Causes for Americans

May 05

The recent study, Dynamics of Cause Engagement, revealed that more Americans are involved with supporting our troops and feeding the hungry than any other causes or social issues today. Nearly two in five Americans affirmed to be personally involved with these causes. Health-related issues, such as breast cancer, diabetes and heart disease, also appear near the top of the list of causes in which Americans are most engaged.

 

The study conducted by Ogilvy Public Relations Worldwide and Georgetown University’s Center for Social Impact Communication found that, when asked about the most prominent causes for 2011, survey respondents mentioned supporting our troops, feeding the hungry, bullying, childhood obesity, global warming and the Tea Party movement among the top causes.

Not surprisingly these causes are constantly on the headlines, indicating that Americans’ opinions over social issues seem to be highly influenced by the media.

However, the study revealed that “fame” or the perception of “prominence” does not always translate into the belief that a cause enjoys widespread support. Gay marriage ranked at the top of the list of causes that Americans feel society is less open to supporting, and global warming and the tea party movement, which also appeared high on the list of most prominent causes for 2011, also ranked among the top social issues that Americans believe society is less open to supporting.

Perhaps, the polarizing nature of these causes might be the drivers of their perceived notoriety?

 

And, speaking of attention drivers, Americans expressed that a cause needs more than a famous face behind it to garner attention. Although a carefully selected celebrity endorsement can play an important role in raising awareness, the study found that factors such as many people being affected by the issue, a timely event or tragedy, and children being impacted are considered more important attention drivers than celebrity involvement.

If you are interested in learning more, click here (http://www.ogilvypr.com/files/causes_release.pdf) and stay tuned as we continue to release additional findings from this study in the upcoming weeks:

  • May 16 – Cause Involvement by Gender
  • May 30 – Cause Involvement by Ethnicity
  • June 13 – Cause Involvement by Generation
  • June 27 – Cause Involvement and Behavior Change

 

When it Comes to Social Media, Where Do We Begin?

Apr 28

“Where do we begin?”

This is a question we see a lot in the social media space, particularly with agencies and organizations that have limited time and resources. And as with all questions related to the social Web, the answer depends on who you ask.

Some believe it starts with defining your audience, while others think it’s best to consider which platform works best for your message, and then move forward from there.

Last night, I moderated a panel for Social Media Club D.C. that addressed this and other questions within the context of the public health environment.

Panelist Alex Bornkessel, a social marketer and digital strategist for iQ Solutions, stressed the importance of defining “what success looks like for you” before jumping into the social media space, including establishing digital goals that make sense within your broader organizational mission. Panelist Danielle Leach of Inspire echoed Bornkessel’s comments, but cautioned that marketers shouldn’t “strategic plan your social media engagement to death – let some of it grow organically.”

All of the panelists agreed on two key points, put nicely by panelist Ted Eytan, MD, a family physician with Kaiser Permanente:

“When starting to use social media, there is a lot of conversation and education that needs to take place to make it work.”

I couldn’t agree more. While this seems like such a simple sentiment, too many organizations are still jumping on the social media bandwagon just because it’s “the next big thing.” To keep a clear focus on meeting your audience’s needs, you need to establish a sound set of goals, objectives and strategies to organize efforts before implementation. And this often requires educating colleagues or clients about what digital goals look like, and how to ensure that they ladder back to the bigger picture.

What do you think? Were our panelists on the mark? Where should social marketers begin when entering the social media space?

Friday Round-Up: What I’ve Been Reading

Apr 22

I’m back for another edition of Friday Round-Up. Sorry for the brief hiatus; we were in full swing conference mode with the World Social Marketing Conference.

  • Using Social Media to Save Women’s Lives. I love that these stories are increasingly being told. The Women’s Refugee Commission launched Mama: Together for Safe Births in Crises. To help health care professionals providing maternal health are in remote, unstable areas of the world, the program uses social media through a Facebook page and SMS program to connect these health care providers with resources and a community to help find solutions and save lives.  Take a read through the actual post, the intricacies of the program are quite interesting.
  • Lies, Damn Lies, and Pharma Social Media Statistics. In what has to be my favorite read this week, Jonathan Richman calls on all of us to look further into research, especially as it related to health and social media, before we tweet, message, blog, etc.  I took his message to heart; this morning when reading a story that was reporting on the opinion of American parents, turns out the survey was completed by quite a small number of parents to have them represent all of the parents in America. So before you click the retweet button, take a further look at the information you’re sharing.  PS. Make sure you read Richman’s post to the end, he teases some data from Pew’s The Social Life of Health Information, which I can’t wait to read through when it’s released later this month. [via Susannah Fox]
  • From Smartphones to a Smarter World: The Impact of Mobile Tech. Raymond Schillinger provides a great write-up of the MobileCitizen Summit this past weekend in DC. The conference is more evidence of what is becoming increasingly clear: mobile is the platform of now it’s just a matter of getting everyone on board. [via Alexandra Bornkessel]
  • CDC Flu App Challenge. Speaking of the increasing power of mobile, CDC has put out a challenge to find innovative uses of technology (mobile, web, etc.) for raising awareness of influenza and/or educate consumers on ways to prevent and treat the flu. The best part: there’s $35,000 up for grabs. [via CDC eHealth]

What have you been reading? Leave a note below or let me know on Twitter.