Social Media Strategy to Deliver Results

Mike Spear

Director of Corporate Communications

Genome Alberta

• Former journalist with a CBC President's Award, Farm Writers' Award, and CBC Peer awards and RTNDA awards for my programs or newsrooms

• SysOp with CompuServe of Columbus, Ohio in the 90’s

• Online Advisory Board member with D.C.-based BIO

• Published in peer-reviewed journals

• I've owned a Newton, Palm, and an iPAQ

• Part of our National genetics and society team

• Live outside high-speed internet or cell data plans

I share my genome

We needed:

• Awareness• Education• Position Genome Alberta as a

source of information• Prepare for later

Audience is Key to Strategy

• No high speed internet• Strong sense of

community

• Little interest in social media

Some of the common themes I’ve heard this week:

• What about low levels of interaction?• You need to be patient• Is there a reason for people to interact

• Jacob George noted that Facebook Ads can distract users• There is a way around that and we have honed it

• Some concerns about what Facebook were raised• We tackled privacy concern 3 years ago

• Social Media is not a fad – it is a fundamental shift in the way we communicate

• The technology is new with better speed, reach, and scope

• The how, where, when, what, and to whom has not changed

Give-a-Gene

• Soon to be added to the list will be Detroit Free Press, Boston Globe, and ProPublica

• The Platform is ideally suited to media use and when laid out appropriately displays nicely on the iPad

Templates, stories, layout, features, and content, can be edited on the fly. Changes take effect immediately

We have stayed ahead of privacy concerns

• GenOmics is more of a platform than a Facebook page or an application

• Developed with Jeff Reifman of

Newscloud.com with support from the Knight Foundation, U of Minnesota, and a collection of partners

• New funding has made Open Source enhancements possible

GenOmics - Twitter - blog - DNA network - Homepage

Twitter - blogs - Newsletter – influencers - homepage

Blog / GenOmics - media - Twitter

Picasa – AAET - BioAlberta - blog - GenOmics

Newsletter – Twitter – GenOmics - Influencers

YouTube - GenOmics - blog - partners

Slideshare - Homepage - Twitter - GenOmics

RSS - blogs – GenOmics

Wikipedia – Other Genome Centres

David & Goliath

mspear@genomealberta.ca

@mikesgene

http://facebook.genomealberta.ca

http://www.genomealberta.ca/blogs

http://www.slideshare.net

or

radioranch@watervalleyonline.com