How to Go

Web 2.0Secrets from the front lines

Secret #1

Identify your Target

Identify your Target

Where is M.D. Anderson?

Identify your Target

#7 “What is Cancer”

Identify your Target

Identify your Target

• Who are you trying to reach?

• What are your larger strategic and communication goals?

• How will you define success?

Why are you considering social media to communicate?

Identify your Target

• Extend the reach of traditional media relations and communications vehicles to new online audiences.

• Enhance M. D. Anderson’s online presence and credibility by developing new information channels

• Lead our industry in leveraging the latest social media tools and channels to educate the public and proliferate accurate and relevant cancer information and dialog.

M. D. Anderson’s phase 1 strategic goals for social media program development

Secret # 2

Choose Your Weapons

Choose your WeaponsM. D. Anderson choose only a handful of sites to develop in our original plan

Choose your Weapons

• Who is your audience? What sites are they most likely using now?

• With your staff how much can you successfully develop, maintain and monitor?

Things to consider

Choose your WeaponsWho is talking about you and where are they doing so?

Choose your WeaponsYour analytics may also give you clues… monitor traffic sources & click paths

Choose your WeaponsPaid and Freemium tools are available online to monitor the converstion

Getting Approval

Secret # 3

Getting Approval

• Social Media for teenagers, our audience does not use these tools

• We do not retain enough control over the content

• This is not reputable and detracts from our credibility and brand value

• We simply do not have time to add another task to our current duties

• H - I – P – A - A

Reasons why social media is NOT for us

Getting Approval

• What level of understanding do management level approvers have of social media?

• Do you have competitors or industry contemporaries that are already using these tools?

• What are the management points of pain or strategic goals that these tools can potentially support?

Facilitate or outsource new media / digital communications training sessions

Getting ApprovalDemonstrate how your industry and competitors are using social media

• Tie the strategic goals to your social media strategy

• Indicate the measurable goals and benefits to project development

• Address the myths and misconceptions withexamples from competitors and allies

• Start small… recommend testing

Getting Approval Presenting social media projects for approval

Secret # 4

Assemble your Army

Your Army

• (1) Program Manager• Identify opportunities• Develop strategy• Launch & monitor projects• Facilitate trainings & support

• (1) Communications Assistant (part time)

– Support project– Content maintenance– Monitoring & report generating

• 16,998 – Potential support personnel

The M. D. Anderson Social Media Team includes:

Your Army

• Find your allies and identify and develop collaboration channels for early adopters

• Train everyone who will listen

• If you can afford it, bring in support

Social media is collaborative development of your internal community is key

• Social media plan and guideline development• Training, recruitment of new allies• Promotion & support• New ideas and identification of goals outside of your department

External Communication | Internal Communications | HR & Recruiting | Patient Education | Faculty Education | Marketing | Internet Services | Physician Relations |

Public Education | Publications & Creative | Research Med Library | Faculty Development | Clinical Research …

Your ArmyRely on your social media allies and early adopters to help with…

Your Army

Web 2.0 Discussion Group An internal lunch & learn group for people who want to learn more about social media and discuss possible web 2.0 projects. The group was open to anyone, meets twice a month and further discussion happens in our private Facebook group

Secret # 5Engage the Target

Engage the Target

• Implement your plan with care– Consider your naming conventions & content– Consider management of the page post-launch– Consider how you will handle comments &

correspondence• Have a launch plan in place

– Prepare both an internal & external communications plan– Also consider an exit strategy… just in case– Seek support from your “army” & social media community

• Monitor and report developments and successes

Once you have the plan in place begin development of your communities

Engage the Target

Engage the Target

Engage the Target

Engage the Target

• Twitter (4)– www.twitter.com/mdanderson_news

– www.twitter.com/cancerwise

– www.twitter.com/physrelations

– www.twitter.com/focusedonhealth

• Facebook (3 pages 5 groups)– News http://www.facebook.com/pages/M-D-Anderson-Cancer-Center-News/8760099910

– Recruitment http://www.facebook.com/pages/M-D-Anderson-Cancer-Center-Careers/14723271602?ref=ts

– Children’s Art Project http://www.facebook.com/pages/MD-Anderson-Childrens-Art-Project/18658968954

• Video (7)– YouTube http://www.youtube.com/user/mdandersonorg

– ICYou http://www.icyou.com/channel/md-anderson-cancer-center

• Social Bookmarking (4)– http://delicious.com/UTMDACC

– http://ma.gnolia.com/people/MDAnderson

M. D. Anderson current social media presence

THANK

>Jennifer Texada

E-mailjtexada@mdanderson.org

Twitter www.twitter.com/jenntex

My Blog - How to Go Web 2.0

http://jennifersreport.blogspot.com/