MECCA Section Slides

2011MECCA

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Welcome to MECCA Section Meeting 2011

2011MECCA

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MECCA Section 2011MECCA Section 2011

Alicia A. Sutton, CCMEPExecutive VPOmnia Education and Prova EducationChair, MECCA

Jan Perez, CCMEPManaging PartnerCME OutfittersOutgoing Chair, MECCA

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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

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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

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AgendaAgenda




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

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IntroductionIntroduction

Linked In CME Group: 3,453 members

What are we talking about?

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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

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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%

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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%

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SURVEY: What technologies are you using?

0 20 40 60 80

Facebook

Twitter

YouTube

Blogs 20102011

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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

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AgendaAgenda



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!

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AgendaAgenda




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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

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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

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DKBmedDKBmed

Dean Beals, CEONew York, NY

Using Facebook to distribute a CME needs assessment survey in the area of multiple sclerosis.

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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.

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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.

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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

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• Active Research

• Societies

• MS Support Groups

65 %

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Non-adherence interventions led by the neurologist and MS nurse, are needed to address barriers to patient compliance

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CME OutfittersCME Outfitters

Jan Perez, CCMEPManaging Partner, CME Outfitters, LLC

Social Media Focus:

Utilizing Twitter to highlight and reinforce key educational concepts

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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

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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

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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

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Anne GoodrichSVP, Education and Business

DevelopmentM|C Holdings Corp / Pri-Med

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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

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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

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Social Media: PromoteSocial Media: Promote

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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

http://portal.mxlogic.com/redir/?3sSDtxAs-UMYYr01HhAnlZ3BPt-jLuZXTLuVKVK6DDGX05h_r4RkendI6zByXyq9J5cQsI6zBwQsTvudI8CMnWhEwFmQJfd42LEiQQgbr3PPh0nd40b_r4NIed40AdzhEw2IzfCV-7PNo_pgdECSjqtS6hPXyoUsrWqlMUOCB

http://portal.mxlogic.com/redir/?TdFTop7fKcff6M0svSNdl3BPt-jLuZXTLuVKVK6DDGX05h_r4RkendI6zByXyq9J5cQsI6zBwQsTvudI8CMnWhEwFmQJfd42LEiQQgbr3PPh0nd40b_r4NIed40AdzhEw2IzfCV-7PNo_pgdFCSjqtS6hPXyoUsrsao1

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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

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INTERACTION WITH FACULTY

Pre-Meeting: Post questions on Twitter, Facebook

Live: Call in, email or tweet questions live

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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

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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

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NACCMENACCME

Stephen ChavezSenior Director

Millstone Township, NJ Social Media Focus:

Learning blog to reinforce curriculum through resources and connectivity.

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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

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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

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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

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Projects in Knowledge, Inc.Projects in Knowledge, Inc.

Patty Peterson, CCMEP

Case study: Social Media & the “Specialist”

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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.

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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

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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

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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

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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

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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

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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)

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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

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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…

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Interactive DialogInteractive Dialog


Dean BealsPresidentDKBmed


Anne GoodrichSVP, Education and Business DevelopmentM|C Holdings Corp / Pri-Med




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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.


๏ Ideal for viral marketing and awareness campaigns.

๏ Popular with mobile smartphones.


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.


๏ Ideal for viral marketing, research, AND networking.


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.

Documents

MECCA Section Slides