Peninsula Health and Mental Health Alliance Conference 25th Feb 2011
Ray Stephens, Moreland Hall
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...and it’s about conversations
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Looking for health information is the third most popular online activity measured in our surveys. Eight in ten internet users look online for health information, making it the third most popular online pursuit following email and using a search engine
▪ http://pewinternet.org/Reports/2011/HealthTopics.aspx CHCAOD2C - icrossing
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In the 21st century we now have two oppositional methods of information: the hierarchy and the cloud.
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Obsessed with Facebook
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nhs.uk 420620 visits per month
patientopinion.org.uk 900720 visits per month
▪ [http://dataopedia.com/] CHCAOD2C
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markets are conversations talk is cheap silence is fatal
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People in networked markets have figured out that they get far better information and support from one another than from vendors
All 21st century organisations need to recognise and adapt to the power of the cloud... or face a death of a thousand cuts (cluetrain manifesto) CHCAOD2C
Companies attempting to "position" themselves need to take a position.
Conversations among human beings sound human. They are conducted in a human voice.
(cluetrain manifesto)
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To speak with a human voice, companies must share the concerns of their communities. But first, they must belong to a community.
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authorities don’t seem to provide this sort of information (in my experience) because they don’t want to be seen condoning drug use
If you’re looking for proper, unbiased info (unbiased in the fact that it’s not just like drugs are bad government type stuff) then forums are great - unpublished thesis CHCAOD2C
Traditionally avoided as controlling the message is the aim Illicit nature of activities poses challenges Controversial topic with strong beliefs Most activities have been underground
Bluelight, Pill Reports, Erowid
New sites are emerging siblingsupport, highsnlows CHCAOD2C
Quick poll: Does your work block access to social media? ▪ Facebook ▪ Youtube ▪ Twitter ▪ Ning Why? Does it work?
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Survey Sept 10 N=87 Most in Vic
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Somazone ADF One of
the trailblazers Stories, questions
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Between the lines Ted Noffs,
Inspire Blog based discussion generation
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Highs n lows ADF, Orygen
DHS Videos, stories and questions about cannabis
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Sibling support SHARC Discussion
board, stories
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Bluebelly Moreland
Hall Wiki, stories, uploads
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Privacy Collection of IP / email / addresses Membership or not? Paranoia
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Professional vs. personal
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Legal Who owns the content? Is talking about illegal activities illegal? The law is changing quickly
A risk for funders (govt)
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Moderation Time consuming Needs to be prompt How much to control? Hijacking ▪ Spam ▪ Flaming ▪ Commercial postings CHCAOD2C
Engaging Communities develop
Prompt Two way flow of information New resources develop naturally Information can be ‘corrected’ Site is living and changing
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Beth’s blog CHCAOD2C
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Operational guidelines need to be specific and include examples
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Your web content must have a social life
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Social media must be aligned with your organisation’s communications or program objectives
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Crawling (listen) Twitter Bluelight Facebook Blogs
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Twitter Instant updates on news, research, events
opinions Snippets of HR info Easy access to international expertise Non-threatening Qwitter Twitter for drug workers CHCAOD2C
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Twitter ye not (Nigel Brunsdon – Injecting Advice) http://injectingadvice.com/articles/misc/212-ncidu
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Tweetdeck
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Hootsuite
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1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Source of information Brand awareness, credibility Networking and partnership development Provide help to people we will never see It’s engaging (and fun?) Encourage opportunities for users to have a voice Extend your staff’s working hours (?) Free (...ish) ‘They’ are already using it It’s not going away CHCAOD2C
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Fear
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