Tip:
Highlight text to annotate it
X
Hello everyone. I want to welcome you to the SocialWorks webinar. We're really glad that
you're here with us today and we're excited to give you an opportunity to show you this
new tool. Before we get started, we have a great panel of speakers here and I want to
make sure we get through some housekeeping......
[live webinar rules]
With that, I want to start off by launching a poll and seeing a little bit about who we
have on the line. So let me open up the polls and launch this. So right now you should see
a question and if you could, log yourself accordingly. I'll display the answer in a
second.
[pause while attendee's vote]
Okay, so we got about 90% response rate. And I'm showing you right now the results of the
poll and you'll see that we have a pretty good variety of people on the line which is
really exciting, especially for this tool. It is geared, as Dr. Galen Cole is going to
go over in a second, to a wide range of audiences. So as you see we have good representation
from federal, state, local and non profit entities but we do have some private industry
involved, too, which is great so we're really excited for that. And I'm going to now turn
it over to Dr. Galen Cole and he's going to give you an explanation of what you have to
look forward to. So Galen, let me give you the control of the presentation and take it
away.
>> Dr. Galen Cole: Hello everyone and welcome and thanks to all
of you for joining us on this webinar. Before we start I want to apologize to all of you
who tried to get on the webinar that we had in connection with the launch on October 31st.
We didn't anticipate the number of virtual seats we needed and that's why we're following
up with this particular webinar to make sure everybody who's interested has a chance to
learn about this product. As Matthew said, my name is Galen Cole, I'm Associate Director
for Communications Science in the Division of Cancer Prevention and Control at CDC - DCPC
we call it. And my co-presenters are Skot Waldron, managing partner at smbolic, and
Matthew Schnupp who is health education specialist at the Oak Ridge Institute for Science and
Education. DCPC, the division that I'm in is the division at CDC that's worked together
with the Oak Ridge Institute for Science and Education to develop and launch HealthCommWorks.com-or
dot-org, I'm sorry. Currently, this tool that we're going to demonstrate today sits on a
development site which is HealthCommWorks.org and I just wanted to note that as we progress,
this temporary site will soon become a cdc.gov site. This site houses a number of online
smart tools. The first smart tool that we launched was launched in late July, early
August. It's called CDC MessageWorks. We would love everyone who sees this seminar and participates
with SocialWorks to also try out MessageWorks as it is a great tool that can go hand in
hand with this social media strategy tool that we're introducing today. SocialWorks
is the second tool that we're launching. We actually launched it on Halloween, and that
reminds me to encourage you to watch the little video, we've got a cute little video that
introduces SocialWorks and it's a YouTube video and Matthew will tell you, if you don't
already know, how to access the video and how to make that video go viral. These tools,
all of them, are designed to help you develop better messages, better social media strategies,
and the third tool that will be released, we're anticipating next June, July, is a tool
called ProofWorks which is a tool, a Turbo-Tax, smart online tool that will help you conceptualize,
plan and develop evaluation activities and plans around communication, both broadcast
media communication and social media dialogue. So once these three tools are together, we
feel like we're going to have a complementary, comprehensive suite of tools that will enable
you to participate in this larger community that we call HealthCommWorks, and by the way,
if you do sign up for any one of the tools, you become a part of the community that will
in turn alert you to webinars such as the one that we have today and other activities.
Oftentimes when we talk about these tools, in fact the first day we met to discuss this
tool, and what it would be like, and we discussed who was the target audience. Obviously, if
you're a communicator you understand that's an important first concern. And so we included
both novices and experts in the technical requirements and Oak Ridge was able to, I
think, meet that technical requirement, and to demonstrate that my co-presenter, Matthew,
is a novice social media person and Skot is an expert and so they are going to go back
and forth and talk about the two different perspectives of using this tool from, as I
said, the novice and the expert perspective. So with that let me turn the time over to
Skot and he can talk about the agenda and we can launch our demonstration.
>> Skot: Hi everyone. This is a very exciting time
for us to be working with the CDC on this great tool and this suite of tools. So we're
really excited about this one in particular for the legs that it has, the potential, and
also the growth that we expect to see from this tool. What we're going to do first is
kind of go over the background of SocialWorks, what it does and what the goals were. We're
going to review the algorithm a little bit and also obviously take you through a tour.
That's kind of the meat of this thing and we're going to get to that as quickly as possible.
So first of all, so why should you care about SocialWorks and what it is. I remember sitting
with Galen - I guess it was two years ago - and we were in the car together and he said
to me, he looked over and he said, you know what would be cool is if we developed this
tool that would spit out recommendations for channel usage, so should I use Facebook or
should I use Twitter, and it was this uproar of social media and it's been exploding for
the past, you know, a good number of years now and there's all these channels going around
and "which one do I use?" and "how do I use it?" was one question. We developed later
into taking that one thought of Galen's and taking it to, "well sure it's important to
understand which tools to use and when but it's really about the methodology, it's really
about the planning of your strategy, it's really about the organization of your strategy
and also educating the user." So we wanted to really start to encompass that. How can
we create a-let me step back and say in talking with social media experts, they're always
going to kind of throw out the "well you can't automate social media" and in no way are we
trying to automate social media. This tool does not remove your brain, it does not take
the content out of it, develop content for you. What it does is it walks you through
the step-by-step process developing the methodology. The connection, the idea of "promote listening"
and forum activity is something we wanted to implement in this tool, and then also recommendations.
So those were the key elements that we want to introduce here. As we get on to the methodology,
as you'll see at the bottom there is a step-by-step toolbar. You're going to see this in the main
interface of SocialWorks and also all of the HealthCommWorks tools. MessageWorks, SocialWorks,
and ProofWorks all use this same system so it's familiar across all platforms. So what
we wanted to do is created guided steps, be a way to introduce the idea of how you go
about building a social media strategy. It's not about the tools yet. We don't even get
to tool recommendations or channel recommendations until step six. So what we're doing at the
beginning, steps one through three is developing some goals, your audience, your content. And
then we also get into four and five which are the resources which are going to be some
of the main drivers of "which channels, how many channels and how you're going to use
those channels". So the methodology here is going to be the same no matter what you're
doing as far as the social media strategy is concerned. So we wanted to educate the
user as far as that's concerned. We also wanted to provide a way for a project manager to
use this tool and save time, save resources and money and manage their initiatives. So
we created a scheduler that will spit out a recommended schedule based on your channels
and also allow you the flexibility to change that schedule; click and drag and drop, and
we'll show you that a little bit later as well. Assigning tasks to individuals is something
that we also implemented in the schedule.
The forum is a place for conversation. It is a place for everyone from a novice to an
expert. Novices can come in, ask questions, gain insights. Experts can come in, ask questions,
gain insight. It's all an even playing field there and this is a place that we hope people
will utilize. There will be people monitoring this on a regular basis and we encourage you
to jump right in, ask some questions, learn some things, and this will also be implemented
across HealthCommWorks. And then finally, one of the biggest things, and this goes back
to the original idea that Galen had was recommendations for channel usage, best practices, sample
metrics for measuring, improve knowledge implementation, measurement of effective social media initiatives.
So that's what we're trying to get at here. What you see on the bottom left hand side
are social media analytics and metrics, and we've included two spreadsheets - and we'll
show you these a little bit later - but these spreadsheets we hope will be a resource for
you to be able to implement your strategy and also start to measure the effectiveness
of your social media strategy. This will give you some hard data and analyzing this data
will help you understand what's working and what isn't. On the right hand bottom left-bottom
right hand side you'll see best practices for each one of these. We label those in the
tool itself and we'll show you those as well.
So when we were talking about all these things, one thing that this inevitably helped us do
was defend the choices that we're making as social media strategists or marketers or health
com communicators or health communicators, and what we found was that even though our
bosses or our teams or whoever was asking us to use Facebook, this tool wasn't about
making Facebook work for our strategy. It was about finding the best strategy and if
Facebook happened to be recommended, then great. If it didn't, then we know why because
what we do is we offer why Facebook is recommended, why Google+ could maybe be recommended or
possible usage, and then maybe why community forums are not recommended. I may have wanted
to use an email campaign in my social media initiative but it didn't recommend it. So
what this tool will do is to tell me why it did not recommend emails for my campaign.
And also on the bottom right hand side you'll see, and we'll show you this too, is the idea
that on the left hand side are things that give that particular channel more weight or
less weight in regards to the other channels and why something was recommended. So it's
kind of a transparent view into the algorithm and what gave things more weight or less weight.
So we're going to go to the algorithm a little bit and understanding how that came about.
What we did was we gathered a panel of experts and they were from all these different organizations
you'll see here on the left or on the screen and they were from all different-we had several
from the CDC but then we had also several from the private industry and then others
that worked in consulting and others that worked in agencies, and we got together all
these smart minds and started to think about what we wanted to do, how the algorithm would
work, what were we trying to determine as far as resources, what were the questions
we wanted to ask, and so we kind of came together on several different occasions and we did
this expert panel. We developed a basic outline and structure wire framing and then we user
tested them with a company called User Insight where we did some user testing for a few days.
We had different people come in and see what worked for them, what was clear, what wasn't.
And then we took that feedback, redesigned some of the things with their input and then
we kind of started developing the decision logic behind this. We took the expert panel
feedback, we got everybody together and we did [used] something called ThinkTank. It's
by GroupSystems. And we all got online and we all took these surveys. I'm going to go
to the next screen so you can kind of see what that is. So what we did was we took on
the left step one you'll see that we weighted each category; age, gender, race and how much
weight that should have in determining the social media platform that's recommended,
the channel that's recommended. Step two we took each one of these channels and linked
them with age, gender, and then we determined which ones should get more weight or less
weight. Then by the end we had all this different feedback from all these different experts.
Most of the time everybody was in agreement and that's what we looked for. If things were
not in agreement, what we did was we discussed them and gave opinions and understood what
was what and argued our side. What happened at that point is that we worked and made sure
that the standard deviation was in line with what we wanted, to make sure that we were
getting the most comprehensive result possible. And what's great about this is that-well,
what's difficult and also what's great about it is that social media is changing everyday.
There's going to be new channels. Twitter may not be here next year. So what did we
do then? Well, what we decided to do is bring together this expert panel on a frequent basis
that we can come together and continue to discuss what's working, what's not working
any more. I should include Pinterestin this. We did not include Pinterest in this yet.
There is this decline and.use of Pinterest is down from where it was. And so we're trying
to wait and see. We don't want to jump the gun too quickly but we want to really talk
about these things as experts and understand what's relevant and what isn't.
Let me skip back to where we were in the decision logic and understanding that when we got this
algorithm together, we tested it multiple times. Clients and experts. We sent out private
invitations and they ran it many times. We developed a tool called the X-RA tool, an
eXpert Rapid Analysis tool, where people could go in and quickly change the algorithm to
see if it was putting out the correct information and that was done many, many times. And then
the beta testing is the ongoing feedback. That's what we're going to do over and over
and over again to make sure that we're up to date. And this is where the forum also
comes into play. We want comments in the forum about what people were using; is there any
different feedback you can give us about the forum usage and what's happening and what
isn't out there.
So what we want to do is consider the following. While SocialWorks does help with channel selection
and social media like I said, the content is still yours. It does not remove your brain.
That's my favorite saying. So we want to make sure that the content you develop is going
to make-emphasize that the content you develop is going to make or break your overall strategy.
If you have a great strategy but horrible content strategy, then people aren't going
to engage with you that often. So it's really important to develop that good content. And
we give some examples in SocialWorks as well. Bullet two, SocialWorks recommends channels
based on expert. This should not be considered a definitive prescription for success. What
is said, how and the manner of implementation can greatly effect results. And number three,
channels included in SocialWorks will be reviewed periodically to include new or excluded/outdated
channels, as I said already. We just want to emphasize that and make sure that you know
that we understand that it's growing, it's evolving, and we will grow and evolve with
it.
So what we want to do now is get right into the tour and the meat of what this is. So
we're going to turn the time over now to Matthew and he's gonna jump through some of the things
he likes and then we'll turn it back to me and I'll jump through some of the things I
like and we'll go from there.
>> Matthew: Great. Thank you, Skot. And for this next
part of the webinar I'm just gonna kind of frame what we're gonna do with it. So as Skot
and Galen mentioned, I am relatively new to social media. I have used social media before
but in terms of using it strategically to accomplish a certain goal, that's where I've
had to learn a bit and this is where my perspective coming into the tool is going to be shared
with you. As you can tell, Skot has been around the block before when it comes to social media
and using it to accomplish certain aims. So once I'm done showing you the tool and pinpointing
what I found useful as someone who is learning more about social media strategy, he's going
to frame his comments on what's the value to someone who's experienced with social media.
Why should the gurus out there pay attention to this tool. And before we get started, I
have one more poll to share with you and that will help us get an idea of how active you
are as an audience in the social sphere. So I'll start this out and make sure you can
see it and have a chance to respond.
[pause for voting]
You guys are doing great, you're almost to 80%. Perfect. Above 90%. Okay, so let me show
you what you responded as and what should be showing on your screen is that we have,
again, a good range of participation between people who might not have direct contact with
social media who might be online just to learn more about it or provide feedback but aren't
personally managing a specific intervention or campaign. But you also see that there are
a number of people who actually manage six plus initiatives as part of their workload.
So whether you are new, whether or not you're in the periphery of social media or whether
or not you're actually in the trenches and doing this day in and day out, we're really
excited to have you here because you'll see that there are ways that this can complement...
if you use social media a lot and how you can use this to aid in your organization of
those initiatives. And if you're new or know of other people who could benefit, how you
could share this tool with others. We're really actually very excited to see how widely this
can be distributed. So thank you for responding to that. And without further adieu we're going
to go to our tools demo.
So what I have presented here, and for those of you, for whatever reason, if you can't
see the website that I have on here for some reason, if your visual isn't working, the
website that I've gone to is www.healthcommworks.org which is spelled h-e-a-l-t-h-c-o-m-m-w-o-r-k-s.org.
And if you can see this, what you're going to see on your screen is an image of the home
screen for HealthCommWorks. When you get here there's a couple of things you can do. There
are the three buttons for the three tools that Dr. Cole mentioned very briefly in the
beginning which we're going to click on SocialWorks, but I also wanted to show you this top bar
up here because it's important for a couple of reasons. One, if you ever need to get through
and use a different tool, if you want to navigate to a different part of this whole website,
the HealthCommWorks link at the top will get you to the home page you see now but the works
menu will also get you the specific tools if you want to switch between MessageWorks
or SocialWorks or ProofWorks. The forum link will lead you to the community forum where
as Skot mentioned just briefly about where you can ask or answer questions. And very
importantly is this "Contact Us" link and that's where if you have a question when you're
using these tools, if you see something that would be a really great feature that wasn't
included-I just got done speaking with a great bunch of people yesterday and we got a lot
of really good feedback. If you have recommendations for us, click on this contact us link and
we review this daily so we'll be happy to respond back and incorporate your advice and
your insight. But when you get to this page, you're going to sign in and you're seeing
my name up here in the upper right hand corner that indicates that I've already signed in.
So when I click on SocialWorks, it's gonna take me to the home page, and when you get
to the home page for SocialWorks, you have three main activities that you can engage
in. The first of those activities is to create a new initiative or to manage an existing
initiative. Those are encompassed by either the two buttons down here or by the tabs related
to my initiatives in the master schedule, and managing an initiative, creating a new
initiative is what we're going to get into in just a second. But the other two activities
that you can engage in involves the participation in the community and the use of the learning
section. So for the community, if I were to click on that link it would take me to the
MessageWorks forum which looks like this. You'll notice that you can get to the forum
in general or you can navigate to a specific subsection of the forum where you can see
and answer questions related to particular subtopics that you'll encounter throughout
the tool. For example, listening to your audience, the development of content, initiatives that
might have certain objectives of certain age, I guess populations that you're trying to
engage with. So if you navigate to any of these areas, you'll find that you'll be able
to contribute what you know and hopefully learn a little bit more, too. If you have
time to participate, we encourage you to do so, and when you get here you can also see
that there is a return to SocialWorks link so you can navigate back very quickly to where
you were. That's what happens when you click on the community link. However, you also could
click on the learning section and when you click there, it takes you to a list of the
topics that you'll encounter within the tool, and it also expands a bit beyond what you
might see in a general run-through of the tool. For example, if you're brand new to
social media, if you were tasked with having to come up with some sort of strategy to use
Facebook like Skot mentioned, or Twitter, and you don't know where to start or even
how to engage in social media, we have a little tutorial, a little 101 for you that allows
you to understand what it does, how you can engage with it, and a summary of really good
information to pay attention to. You'll also see that particular topics have been added
to make sure that you have good background information for understanding how SocialWorks
uses these variables and what those variables mean within a social media initiative. So
age of your population might mean different things, might recommend and lean towards various
tools depending on who you're trying to reach. The same with a lot of different variables
which I'll go over in a second.
One of the things that I really like as a novice is that I might be familiar with some
of the tools given that my age bracket is between 20 and 30, right? I was most likely
exposed to Facebook, a little bit of LinkedIn, Twitter and all that. But again, I mentioned
that I don't really know how to use it strategically. So if I go to the channel section, I can click
on one of those and I can see that it provides me with some critical information. First,
it shows me what the definitions are. So if I've really never heard of Facebook, I can
understand what it does and how it functions. It also gives me a rationale for why I might
consider using Facebook within a social media strategy, things I should consider as I start
to use it, and as Skot mentioned, a chart of the way that this algorithm categorizes
Facebook in terms of giving weight to its recommendation or removing weight to its recommendation.
But what's really important, too, is that it gives you a list of best practices that
we scoured the internet for and compiled and reviewed with our team of experts to make
sure that they're relevant. So if I'm new to Facebook, I know that I can go to this
section and not make the mistakes that a novice user would usually make so I can save time,
save energy and make sure that I use this channel appropriately.
And furthermore, we try to link with the resources that really matter that are out there on the
web, and again, if you have one to recommend, that contact us link is a perfect area to
do so. But you'll see that right now we link over to the CDC's best practice guidelines
so we try to make sure that we don't reinvent the wheel and we connect you with resources
that can help you plan out an effective strategy. So we're really happy to have their resources
on there and we're looking forward to adding more as we get them from you or from online.
And when I came to this section, the learning section, I mentioned that we go a little bit
beyond and so not only does SocialWorks allow you to plan out your strategy but it also
connects you to two very important aspects that I, as a novice, might not have considered.
The first of those is listening. Before I even start with a channel, before I even pretend
that I know what my population that I'm trying to engage with wants to hear, I have to understand
that I need to listen to them first. I need to identify "who are the major players in
this population?", "what are they talking about?", "what's important to them?", "what
are their values?". As someone who has never used social media strategically in that role,
I might not have considered listening as my first activity but SocialWorks tries to put
that first and foremost in your mind that you have the strategy that's fed in through
by listening and communicating and dialoging with your population that you're trying to
reach and so we include that aspect here in the learning section with a listen to your
audience section. So we give guidelines for what you could consider, what you should look
for, how you might start those listening activities so that your campaign and your initiative
is relevant. In addition to that we also have the inclusion of metrics. Coming from a master's
program, coming from a health policy background, I'm really excited to see these here because
all so often we engage in these activities whether it be social media or otherwise, and
if we don't have a plan for demonstrating our impact, we could easily waste a lot of
time and certainly a lot of money performing activities that don't demonstrate value. So
what you'll see is we have a wealth of information here not only covering why your social media
campaign measurement plan is important but also leading to different spreadsheets that
Skot is going to talk about in a second, as templates that you can use to building metrics
that mean something for your initiative that demonstrated impact whether or not they're
aligned with a channel or whether or not they're aligned with the objectives that you've identified.
So we try to take you one step further. How do you listen to your audience, how do you
include the metrics that matter to your audience and to your campaign and make sure that you
demonstrate an impact. So by using SocialWorks you're not only getting a social media strategy,
you're getting an effective tool to build a metric plan, to listen to your audience,
to develop a methodology for engaging with an initiative in the way that creates the
most success.
So with that we're going to jump right into an example. I clicked on this, "My Initiative"
campaign link up here and you'll see that I have the option to create a new initiative
or I can look at one that I've already made. And in this case I do have a MessageWorks
promotion which I created for this slide, and what you'll see is when I start off with
an initiative in SocialWorks, right off the get-go this first bar that it comes to is
my social media strategy template. I see, immediately, that I have eight steps that
I'm going to go through. I see that not only do I answer these questions but I understand
why I'm answering these questions. When I set up my initiatives new, when I answer questions
about the population I'm trying to engage with, when I develop the content and the goals
and objectives for what I want to reach, those get populated within the strategy statement
so that by the end I see how all of the answers that I provided are populated within the strategy
statement. So I'm not just answering questions because something's telling me to. I'm answering
questions and I'm seeing along the way how my responses contribute to a strong effective
social media strategy that can lead to the impacts that I'm hoping to achieve. And so
as a novice, that is incredibly important because some of that strategy, some of that
aggregation of responses and taking what I know and putting it in an understandable framework
is something that I might not be familiar with and something that I would have to talk
to Skot in order to get. SocialWorks allows you to have some of that insight right at
your fingertips, and so whether or not I'm answering questions on what goals and objectives
I want to accomplish, whether or not I'm trying to identify who I'm trying to engage with
or the resources or the timing of my initiative I know that I'm answering questions that contribute
to an effective strategy. When I do that, when I go through steps one through five,
I get the option to select the channels that are recommended based on my feedback and you'll
see here in this example that Facebook and Twitter have been recommended based on what
I selected, that possible channel choices include blogs, Google+, or email campaigns
but that there's a whole list of channels that are not recommended. And as Skot mentioned
before, not only can I see what's recommended but I can delve into the why. So if I click
on Google+, I can see why it's possible. The benefits might be that you have, as bulleted
here, a certain amount of benefits but given the algorithm that was vetted with the expert
consensus, if I had chosen to use content type such as links, photos or status updates,
I might have had an increased likeliness of having Google+ as a recommended channel, but
if I also have created a scenario or chosen options that lead to certain populations or
certain budgetary restrictions, that might drive it down, too. So it's not just Google+
is possible, it's Google+ could be better for my scenario if I change some parameters
if there's a different way of looking at it which is so critical coming into social media
for justifying to my boss, to my peers, to my committee, to my council why did I make
the choices that I made. People love Google+, right? I'm just hypothetically saying my team
really advocated for this tool. I can use this information to say this is why we should
consider in this case maybe Facebook or Twitter. And a good point, too, is because it recommends
these two, I can start having the conversation of who else should we look to? If Facebook
is recommended, maybe we should look at partners who are already engaged in Facebook. Maybe
we can use their leveraged audiences and populations that they engage with and build a better more
collaborative strategy. So by knowing where we have to go, by giving these recommendations
it allows us to better plan out and use our resources more effectively.
So in this case you'll see that I've chosen in my selections Facebook, Twitter, blogs,
and I'm going to scroll down to the bottom and click next. What SocialWorks also does
is it allows me to write some notes about how I want to build this platform. So if I
chose those three channels, I can say, well Facebook might be what we want to do after
we've developed a Twitter campaign and then blogs might be third or necessary only as
needed. So I can write notes to my team and you'll see later when I generate or export
a report based on everything that I've chosen, those parts get included so I can easily share
this consensus, this plan with other people. And when I make the selections, when I make
some notes on how I'm going to build, how I'm going to implement, how I'm going to roll
out and I've read other options of channels that I might-or actually websites or services
that I might consider to help me along that path because there are plenty out there that
could make your life a lot easier, I can click on this little button down here called "Build
My Strategy" and that's where all the magic happens. So when I click on that, it's going
to warn me and it's going to continue to provide me with my schedule. And you'll see here that
I have a list of activities that are recommended based on a general guideline of when certain
channels tend to have the most activity, so I'll find that right now it's recommending
that, based on my resources, based on my projected timeframe, my lead time, I should use Twitter
a certain amount of the time, I could use Facebook a certain amount of the time, but
in general as a novice, this becomes helpful because I see what I might need to do. I know
how to plan out my time and as Skot will mention in the future, that as an advanced user, as
a project manager, I'll know what assignments are assigned to me and what I need to pay
attention to. So the idea of not only getting channel recommendations but a schedule appeals
to me because it helps to frame what I need to do, when and how.
So I've gone through all eight steps as you can see. At the end you get to the strategy
dashboard which summarizes all the information that I've put into play. It also summarizes
my strategy which I said was very important to making sure I know where I need to go and
how I need to get there, but it also gives me options for further defining my listening
strategy. So I mentioned the certain set of key words, I mentioned certain questions that
I would need answered, so it tells me, well you need to also identify who your major influences
are, where should you track and document more content. So not only do you get your recommendations
but you also get help developing your strategy. You also have a copy of your schedule, of
the channels you chose and the best practices that are associated with them but you also
get, again, those social media metrics and export options here at the bottom. So if I
were to click on the pdf file version, it will pop up a convenient summary of all those
questions and the answers that I provided so that I can print that off and share it
with my team.
So what I find very important - just to summarize - is to have a process, a methodology as a
novice that focuses on strategy, that emphasizes critical aspects like listening to your population
and considering the metrics and measurements that will help me demonstrate an impact, and
having a step-by-step guided process to make sure that I follow the aspects of a social
media initiative that I might not have thought of as someone who is new to this, and at the
end have a summary of not only what I have selected but also when I need to provide certain
activities and the best practices that go along with the channels that I selected. And
I can print that off and share that with my team.
So without further adieu I'm going to send this over to Skot and he's going to give you
a breakdown of what he liked as a social media expert. So Skot, take it away.
>> Skot: Thanks, Matthew. So Matthew gave you a good
overview of what he likes about the tool.
[pause for logging in]
So I'm going to touch base on a few other things that I ....
[six seconds of silence]
We started developing for health communication people to go in and it was focused in a little
bit more about education and maybe junior level communications people that needed to
understand how to get involved with social media and to use it strategically. Where this
ended up going was us getting around a table and saying, you know what, it's really important
that we have buy in from the expert community, but it's also important that the experts could
want to possibly use this in their initiatives as well. We wanted to make sure there was
value on both sides, that the novices as well as the experts could get that value. So playing
that balance was really an interesting challenge but I feel like we've done a good job here.
So like I said before, I'm going to go into my initiatives as well. Let me go back to
that home screen really quick. See at the bottom here where there are four main buckets
and here you can create your new initiative, manage your existing, which is what this button
also does at the top. Archived initiatives are ones that are completed and that you've
archived, and this is only to the learning section. So let's jump into here real quick.
I mentioned before the methodology and that's something we always want to emphasize and
bring to the forefront is the idea that it's not about the channels you use at the beginning.
It's about the strategy, it's about your audience, it's about resources, about developing and
using what you have to the best of your ability.
So I've already completed a strategy so when I go to my existing strategy I've already
completed, it's going to take me directly to my strategy dashboard. As an expert user,
this becomes particularly helpful to me to 1) understand what I'm doing. Maybe I have
four or five different initiatives going on at the same time. This is going to label all
the details of every initiative that I have going on. So that becomes very helpful to
me managing my different initiatives. Also presenting to my clients. When I develop an
initiative for my clients, being able to bring a document to them that labels out a plan
of what we're going to do and how we're going to do it is very important. So when they come
to me and say, so what's my social media strategy? The strategy statement that Matthew showed
you earlier right here is your social media strategy. Your social media strategy is not
I'm going to use Facebook and we're going to get as many "likes" as we can. That's not
a strategy. This is going to help you communicate what that strategy is a little more, a little
clearer.
I'm going to jump into this measuring thing a little bit deeper. Again, this is very important
for all professionals and understanding what's working and what isn't. So let's click on
the common channel based metrics worksheet there. What this is going to do is kind of
walk us through-there are a ton of different things we can measure in social media. So
what we've done is we've developed a user-friendly spreadsheet for anybody that has-and we've
gone in and we've consulted with the experts and these are the main things that we feel
should be measured. In Facebook these are the main things we should measure. It's already
got pre-populated numbers in there so you can see how they generate. But what it also
is going to do is generate some charts for you so you can kind of see trends in what's
happening and what isn't happening based on which post, where we get the most reach and
who's following us and who isn't. So we have that at the bottom listed here for every single
one of these channels that we've talked about in SocialWorks.
So let's go to the other spreadsheet, Matthew. What this is going to do is help us create
goals and metrics that we want to measure and understanding the goal and also the path
that we want to go down to developing the reason why we're doing what we're doing and
understanding, kind of taking the end in mind and understanding where we want to get and
how we're going to get there. So this spreadsheet walking through step by step this thought
process will help you hone in those ideas a little bit better. So we can go back, Matthew,
to the demo. So say I've gone in, I've used SocialWorks multiple times and I don't need
to go through the step-by-step process anymore. It's not necessary for me. It takes more time,
I have to go through each one. The value of that is that I'm understanding the process.
But what we've done is we've created something called a "Quick Edit". That's this lightning
bolt here in the top right hand corner. And me, I'm going to take this Quick Edit and
this incorporates every step of the process onto one page. So I can quickly go in and
change things if I've already created a strategy or I can go in here and generate one quickly
myself if I haven't created one. So I find this a great tool to use.
Let's go back in here. One thing that we wanted to point out, too, is the items on the right
hand side of each-if I go into each step, it's going to explain a little bit about what
the goals are. It's going to give me some examples. But this is going to give me a direct
link to the forum to learn more. I can also see what others-oh I'm sorry, this is the
learn more section. The see what others are saying is the direct link to the forum and
I can also come in here and ask a question. If I come right in here, I can make a subject,
ask a question, and then it's going to-I'm going to hit ask it, and it's going to be
fed right into the forum in the goals section at any point in time and then it will keep
me on this page, it won't take me away. So I'm asking the forum this question and then
I can go back and check later to see if anybody's answered that question. So we made it really
easy for people to access the forum and what they're doing there.
The learning section, some of us may be considered experts but learning section I still find
very valuable. We can come in here, for example, when we click age, it's gonna give us articles
to peer research, other things like Mashable who's been seen as a credible source for social
strategy. But we're going to direct you to certain links here that are going to take
you to certain places that are going to provide valuable insight for any of the research that
you've been working on.
So I think that the other thing that helps me a lot is the best practices that are going
to be listed in each one of these channels and also be listed on that dashboard page.
They're going to help us understand-the best practices are changing quite often. The strategies
that go into that, the metrics that go into that and then also the last thing I'm going
to point out here is the master schedule. This master schedule is going to combine all
of my initiatives onto one schedule. If we go into each initiative, then it will just-like
the travelers health initiative I was just in, then it will give me just the schedule
for my travelers health initiative. If I come up here and go to my master schedule, as a
project manager this is where it becomes very helpful for me. Again, if I have a few different
initiatives going on and you see here I have a presidential vote awareness and also a travelers
health strategy, then I can pull out just the items from the travelers health initiative
here. I can show all of them, I can filter basically and the presidential awareness campaign.
And then if I come in here I can also do it by channel. If I just want to show the Facebook
post, then that's all I have. And then I could also come in here and if I have assigned certain
people to my strategy, then I can see different things that I've assigned them. For example,
I can click into this specific Facebook post, edit only this occurrence, and I can see that
on this particular day I can set up a time for the post and I can also assign it to a
member of my team. We don't have the functionality embedded yet to notify that person but that
is something we're looking at doing in the future so this is something where your team
will need to come back and kind of evaluate what's happening and when. So again, I can
come in here, select the roles that I've given to specific people and I can see which assignments
are given to certain individuals.
So at this point we would like to take some questions. Matthew is going to direct that
and we'll go from there.
>> Matthew: Thank you very much, Skot, for your feedback
and thank you all for your attention. We're going to go over to the question list and
we're going to try to get through as many of these as we can. So we're going to start
from the top. Okay, let's see. The first question that we have is are the presentation slides
going to be available after the webinar? And I can tell you that they will so if you've
registered for this webinar, you will get those slides because we'll send those out
after. So we also have a question of when the website is going to change its address
to dot gov. That is something that is currently in development and what I can tell you is
that the website, www.healthcommworks.org will take you to the new site whenever it
does switch over. So if you're worried about making sure when to update your links, we're
going to make sure that people know when that switch has occurred but if you bookmark or
share the healthcommworks.org web link, that will be sufficient to make sure people can
get access to it. So another question that we have and this is from [participant] is
could you address the cost for centers under the CDC umbrella; if interested in signing
up, who do we go through, CDC, ORISE, thanks. Which is a great question. I can happily tell
you that it is completely free. There is no cost for using this tool, and if you want
to sign up yourself, you can sign up for two or three accounts. We have three different
email addresses. So spread this as far as you wish. There is no cost for use and there's
no maintenance fees. So we're very happy to offer that. It's a public use resource.
>> Skot: Matthew, can I interject something really
quick? If you wanted to be part of the community and the receive updates, then all you need
to do to become a part of that is to sign up on the home page for access to just register
a user name and you will be immediately part of the community.
>> Matthew: Great. Thank you Skot. Alright we have another
question too that speaks to you Skot where you said that a work group will be meeting
and speaking frequently in order to keep the tool fresh. As far as I understand, that should
be done at least quarterly but the actual timeframe will be dictated by the progress
and the feedback from those experts. So what I can tell you is that when we do make an
update, we will alert people and we've already had good recommendations on making sure that
we timestamp the information that we provide. That way you have idea of knowing if something
is archived or presented at a certain timeframe. So while we don't have a specific schedule
in place, I can tell you that it is something that will occur most likely every quarter.
Okay, we have another question here which is great, tons of good questions. So this
question speaks to spreadsheets. It says, when you show the spreadsheet with all the
analytics from different channels, Facebook, Twitter, etc., and how does all that data
get into the spreadsheet? So what this question is saying is will that spreadsheet incorporate
information from your campaign? And I can tell you no. We added those variables just
so that you have an example to go by. What you would likely do, because social media
is really effective as a planning tool, it's not meant to take the place of really robust
tools like Radian6 where it's going to compile all of your information into one location.
So if you have an initiative that has certain amounts of Twitter, there are other tools
and resources that you're going to be using to make sure that you keep on track of all
the content aspects. When you do that, the feedback that you get from those tools could
be applied to those spreadsheets so it's meant to give you an idea of how you could arrange
a measurement plan, so you might choose some or all of those metrics, and you might choose
ones that speak to the services that you're already using. So I hope that helps to clarify,
again, the content and some of those numbers are given as examples so that you know what
you could do in order to build an effective measurement plan.
>> Skot: And we do offer links to a few recommended
social media or examples of social media listing tools that are free, everywhere from free
to a monthly prescription, something like Radian6 we list them in section.
>> Matthew: Thanks, Skot. Another question that we have
is dealing with teams and sharing the info. So one of the resounding features that we
are going to be adding is some sort of method of being able to export some of these agenda
items. So if you had a schedule and you have all those activities, to be able to incorporate
a method of adding those to calendars that you already have; say if they're on Sharepoint
or if they're on Outlook, we've heard a lot of comments about that. So as part of our
ongoing updates, that's one of the major things we're going to be looking at. In this situation
there aren't teams per se as you would see in MessageWorks, so what we find is that a
campaign might have a common sign-in name and that people on your team know how to access
that sign-on name and so you can all share that one account and see what's going on for
a particular initiative or campaign. While we do have that update in place, we'll make
sure and let the group know so that you can make sure that everybody on your team gets
a copy.
So we have another question here. Are there specific regulatory requirements or restrictions
currently? And right now that was asked by Tonya. I want to ask you really quickly, Tonya,
to explain that. So let me find you really quickly in the list and hopefully I can get
you un-muted so you can explain that. [some searching for Tonya] Tonya, can you hear me?
>> Tonya: Yes. I guess my question was more so from
the standpoint of various private sector organizations like pharmaceutical companies, those types
of things that may be more heavily regulated. Is there any type of restrictions from that
>> Matthew: Skot, can you speak to that?
>> Skot: Are you talking about the tool taking into
account those restrictions?
>> Tonya: Right, yes.
>> Skot: We actually had somebody, one of the experts
on our experts panel has dealt heavily in pharmaceuticals in developing social strategies
for them, spoken at seminars, and we've debated doing that, putting some of those in place
or not. At this point in time the tool does not take those into account. That's something
that could possibly come later, special considerations, but that's mostly going to depend on the user
to understand their industry and understand some of those restrictions to be able to educate
and that's where the social media policy comes into place that we give a template for on
here to explain those to your team so that those violations don't occur.
>> Tonya: But it does have then the capability to integrate
if there are certain restrictions .... you know, post only or listening only, those types
of things.
>> Skot: Sure, sure. Again, this is not going to post
things for you. There are other tools out there that do that. This is really the idea
of developing the strategy, the methodology, the education, the interaction. So that will
come down to your team in understanding what to post, when to post it, what not to post
and what to listen for.
>> Tonya: Thank you.
>> Matthew: Great, thank you. Okay, we're getting to about
two o'clock so what I will say is first and foremost, thank you for your attention. I
want to post right here our Twitter handle so if you want to hear ongoing updates, we're
also going to be broadcasting that on Twitter, so we courage you to follow us there. And
again, on our website for HealthCommWorks this contact us link is the manner in which
you can ask us more questions if we didn't get to yours today. So we really appreciate
all of your activity. We're grateful to have such a wide audience on the line right now
and I also want to thank Dr. Cole and Skot for being here with us today and for making
sure that we get this off the ground great. So thank you all.
>> Skot: Thank you everybody.
>> Matthew: And with that we're going to conclude the
webinar. Again, us the contact us link if you have any questions and we look forward
to hearing from you. Thank you very much and looking forward to seeing what you do. Bye-bye.