advergirl

7 ways we use social now: #2 On-the-go community

This isn't a story about Foursquare or its eager little cousin Gowalla. Instead, it's about the most mainstream of the mainstream - Facebook. The platform reaches 62% of the online population. What might surprise you is where it's reaching them.

150 million people use Facebook via mobile. Over 200 developers are creating and deploying even more mobile-friendly tools for the social giant. The reason? It's the #1 driver of their growth right now - getting status updates, party photos and what-kind-of-care-bear-are-you quizzes (literally) into the hands of millions.

The move to mobile doesn't stop with Facebook - mobile social is the #1 fastest growing app category overall (ahead of both news and banking).

All that mobile connecting has a multiplier effect. Facebook recently reported that people who connect via mobile have over twice the amount of activity and engagement as typical computer users.

It's not (all) part of the iPhone elite effect. People are connecting to mobile social via all sorts of devices and browsers. Although iPhone is still in the lead, Blackberry is close behind. (What's up, Andriod?)

The trend is especially true for some of our favorite reach-by-social audiences: like new moms. At home, their go-to chat-with-friends technology is text messaging. On the go, they turn to apps - like Facebook - to connect.

(Previous posts in series)

 

Advergirl elsewhere on the web

Looking for a little more Leigh in your life? Look no further - it's been a busy month and I've got lots to share from around the web. A few highlights:

MedAdNews: How brands are using social context for better offline marketing

Slideshare: Top digital trends in healthcare marketing

BeShareworthy.com: Two storytelling initiatives that really tell it like it is

WYDiQ: Five must-quote statistics on mobile, social and WOM (For more data: Ten healthcare statistics that matter now)

BrandLiberators: In defense of speaking plainly (a shot across the bow at all that annoying lingo that takes over our office communications)

ePatient conference: Ten most memorable quotes and stats (Day 2)

Another set of fantastic quotes from the floor of the ePatient conference. Read the best of Day 1 here.

1. “The idea that I can pretend I know everything is just wrong. There is huge power in being willing to say I don’t know. Let’s look it up together.” - Danny Sands, MD, on how medicine needs to open up to empowered patients


2. "“I wanted to understand the literature as well or better than any physician I would go to see” - Craig Lipset, Pfizer, on his own experience as an ePatient


3. "...And expect the patients, now informed and comprehending,
   To sit idly by awaiting your instructions?" - part of a poem delivered by patient advocated Regina Holliday


4. "Health activists are the top 10% of epatients, reaching 15,000 patients on average." - Jack Barrette, with WEGO (Cool quote but I'm a little dubious of his overall POV - one of his slides showed the "1% Rule" - data date: 2006. Forrester has updated that to almost 25%)


5. “Our generation of physicians was never satisfied not communicating well with people. These tools give people choices and an ability to be there with patients.” - Ted Eytan, MD, MPH, Kaiser Permanente, on why better tools make practicing medicine more fulfilling


6. “Because of this site, now I know what my doctor is talking about”- Jeanne Barnett, CysticFibrosis.com on what community members say to one another


7. "Are we expecting them to broadcast that they like their herpes medicine … and then someone to comment back?" - Jonathan Richman, Dose of Digital Blog, Bridge Worldwide, on the limits of what pharma can really expect from social sharing


8. “I’m not in the business of changing systems; I’m in the business of helping people use the system as it is.” - Elizabeth Cohen, CNN Senior Medical Correspondent, on what it takes to navigate the healthcare system today


9. “It would be nice to talk about sex and stuff with a doctor who hasn’t known me since I was seven years old” - one simple, but really powerful line, from Novartis' Becoming Christopher film


10. "Instead of trying to tell an entire story in one commercial – what about a series of three?"- Jonathan Mayberry, author of Patient Zero, on how to make better connections in advertising

ePatient conference: Ten big ideas (Day 2)

Seth Quillin (the EVP of innovation in GSW's digital lab) and I were in Philadephia this week for ePatient 2010 - a conference that brings together lots of people like us who are dedicated to reaching, engaging and educating epatients and caregivers. Who are they? Patients and caregivers who’ve become empowered and engaged advocates for their own care through the social web and connected communities.

We were both live blogging from the conference floor on WhatsYourDigitaliQ.com, but of all the great talks we heard, these are the essential ideas -

Ten big ideas from Day 2:

1. Medicine is moving online (fast). Kaiser Permanente has over 3 million people enrolled in its online health management system. In the second quarter, those people sent over 2.6 million emails to their physicians. 


2. Pharma's selling cycle hurts digital investments: Product launches inspire big investments, but they're often quickly abandonned once a list is built or a product matures. Patients don't trust that pharma-sponsored destinations will be/stay there.


3. Big trend in wellness = powerful sensors. Products like Zeo let engaged patients be active participants in their own health. More engaged patients need better tools.


4. Medicine will only change by example. Docs have four years of medical school. That sounds like a long time until you think – the amount of medical information doubles every 3-5 years. Docs have a lot to learn and keep learning. New skills (like writing, video conferencing, sharing) can't be taught that way (what would be left out to teach them?)  We need to get to a critical mass of doctors who think this way and practice this way to teach by example.


5. We're ready for quick response: Kurt Mueller at Roska Digital said that 45% of US is QR ready; 95%, Japan; 75%, Europe


6. Your competition online isn't other products. It's everything else on the internet. People are watching the Family Guy on Hulu, not camping out on your competitor's new blog.


7. Medical journalism is "sideways." Twenty years ago, medical journalists tended to open their advance copies of JAMA and New England Journal of Medicine to write stories. The medical news was top down. Now personal stories reflect bigger challenges in navigating the healthcare system.


8. Nonspecific guidance IS coming. Barabara Chong from DDMAC reported that the agency will release multiple rounds of online and social guidance - the first of which should come out this year. But, the guidance will be general, not targeted to specific destinations, like Facebook


9. We need to think about ePatients when we design clinical trials. The big opportunities are making them more participatory (enroll from anywhere) and more patient centric (share clinical data back with enrolled patients to allow them to increase their own health and wellness or decrease their medical costs)


10. Storytelling breaks through. Novartis reported that 78% of docs were motivated to change their behavior after seeing a film about life with cystic fibrosis. The difference? Real storytelling that followed the three-act format of compelling entertainment (The three acts)

Also see: Ten big ideas (Day 1)

ePatient conference: Ten most memorable quotes and stats (Day 1)

What's a conference without great turns of phrase and new buzz words that you can totally make you own?

Here are some of the sticky little maxims that I know I'll be borrowing:

1. "Mobile has a multiplier effect" - Susannah Fox, Pew Internet & American Life Project on the activating effect of mobile (People with mobile devices are more likely to comment, to contribute, to participate in the online conversation)


2. "The interface of healthcare is broken" - Ben Sawyer, Digital Mill, on why the frontend interactions (in person, online, in game) we have with healthcare, in short, suck


3. "Pervasive equals persuasive" - David Rose, VItality GlowCaps, on why we need to spread information thinly throughout people's lives


4. “The obligation of the cured” – Lance Armstrong’s oncologist Dr Craig Nichols on Lance’s role post remission. In short: if you can make an impact, you must make an impact


5. "In August, 28% of visitors to health and wellness websites were 55+" (Index 129) - hot little fact from Heather Dougherty, Hitwise. Yeah, you read right - people of all ages are digital.


6. "We call ourselves social anthropologists – a lot of artifacts can lead to insights" - Reid Connolly in an otherwise very awkward presentation about evoke interaction


7. "Advice doesn’t change behavior" - Victor Strecher,  HealthMedia, on why storytelling matters


8. "There's a huge disconnect between our long-term aspirations and moment-to-moment choices" - Margaret Morris, PhD, Intel Digital Health Group on the tension between diet and health (or: why we have no collective resolve)


9. "Laugh, Sing and Eat Like a Pig" e-Patient Dave's self Rx for fighting cancer


10. “There’s an opportunity to make interactions with healthcare devices a lot more delightful” - just another well said moment from David Rose

What should the new innovation chief at Pfizer focus on? Seriously, he wants to know.

Joe Shields, Director of Worldwide Innovation at Pfizer, came to ePatient 2010 to ask for our crowdsourced help. He's starting a new job on Monday where his chief responsibility will be to recast his company's role in healthcare. He knows that truly advocating for the patient is different from marketing to them. And, he knows he wants those patients at the center.

But, where to focus?
What are the key questions in eHealth?
Who should he talk to?

Joe really wants answers. If you've got one - finish the following sentence and email it to Joe.Shields @ Pfizer [dot] com

In the next six months, Joe should focus on ________________.

He's pledged to read all the emails. So start typing.

ePatient conference: Ten big ideas (Day 1)

Seth Quillin (the EVP of innovation in GSW's digital lab) and I are in Philadephia for ePatient 2010 - a conference that brings together lots of people like us who are dedicated to reaching, engaging and educating epatients and caregivers. Who are they? Patients and caregivers who’ve become empowered and engaged advocates for their own care through the social web and connected communities.

We both did a slew of live blogging from the conference floor (you can read those detailed posts at WhatsYourDigitaliQ.com). I guess this would be called slightly delayed blogging - the kind you reflect on in the hotel bar.

Ten big ideas from Day 1:

1. The new ROI for pharma is sustained behavioral change. Every speaker I heard today talked about it.


2. We have new opportunities today to reach people where they really are. Ben Sawyer, Digital Mill mentioned a really compelling example: New York state is looking at how to put the emergency broadcast system into Xbox Live because that’s what people are interacting with in real time


3. When it comes to games (for health or entertainment) perceived competence is a big barrier and also a big myth. Two presenters showed how quickly most people pick up games - once they stop saying "I can't."


4. Healthcare is increasingly focused on innvoation outside the research lab. We met Joe Shields - the new innovation chief at Pfizer. The announcement of his new global innovation role mirrors similar recent hires at J&J, Lilly and elsewhere along the cooridor.


5. Challenge for innovators is designing information into the things around us; changing daily behavior with packaging. In a case study about GlowCaps, David Rose showed how something as simple as a night light can bump adherence from 71% to 98%


6. The age of ubiqutous peer influence is over. Susannah Fox, Pew Internet & American Life Project, and others talked about how much more balanced the value we put on inputs is today - 9:10 people say healthcare professional are the most valuable source for getting an accurate diagnosi; 5:10 say HCPs for daily tips and advice (same number as friends, family, other expert patients); vast majority choose friends, family, other patients for emotional support


7. Making stories and messages more personal really has an impact. Victor Strecher with HealthMedia showed case studies from campaigns that connected people's personal core values to desired changes in behavior. He not only showed head-to-head compare stats, but also MRI scans. The more tailored the message, the more likely to activate the medial prefrontal cortex – the decision making part of the brain – and the precuneus – where ideas are attached to long term memory. Real science? Totally cool.


8. We need to pass on valuable communities. 4,000 people are diagnosed with cancer every day. Tools like CaringBridge can make that terrible diagnosis easier for almost everyone. The weight on the shoulders of people with cancer isn't just fear, it's figuring out how to tell and support their loved ones.


9. Big trend for 2011 is providing value to patients beyond pills. Brian O’Donnel from Klick talked about the big market pressures on pharma (the elephant: end of the blockbuster drugs) and figuring out how to support brands in this new climate


10. Love this one >> Myth: patient communities are all about sharing and emotional suppor; Fact: they see themselves as being about science, about making people better. Not about hugs. Here here. (Susannah Fox, Pew Internet & American Life Project)

Favorite ad fad: Branded vending machines

I love a pop up store, a taco truck, a breakthrough bit of outdoor. But, I'm an even bigger fan of the branded vending machine. They're iconic and quirky and an entirely accessible way to try a brand. Here are a few of my favorites:

I want one: Rollasole

Tell me this isn't the most brilliant marketing idea you've heard of lately - Rollasole sells their delightful little black and silver flats in small, medium and large in night clubs, train stations and airports around the UK and US for ~$10. They come rolled in a little box and are the perfect excuse to toss your heels in your carryon.

 

I would totally try it: Robot pizza

If I ever find myself in Milan's airport ... well, honestly, I'll be so packed with local cuisine that I'd never try this. But, if they put one in Atlanta, I'm totally in. This full service pizza vending machine kneads the dough, adds toppings and cooks up the pie for you in about 3 minutes.

 

How cool is this: Bicycle dispenser

In the Netherlands, you can rent a bike all day for $4 right at your closest bike machine. Brilliant design. Much more trial worthy than your average street vendor.

 

Why isn't this in Vegas: Gold to go

Why change your chips for cash when you could trade for a gold bar? In Abu Dhabi, Frankfurt and Milan, you can buy your gold a gram at a time - for as low as $50 (fluctuating with the market, of course)

 

I wish I would use it, but.... : Bananas on demand

I totally admire this move by Dole to offer good stuff on the go. If only I wasn't such a bad eater on the road ... something about an airport gives me tacit permission to eat things like butter-slathered pretzels, nachos and full-size bags of Combos. (Gross)

Need resume help? I'm giving free advice this Thursday

Years ago now, I wrote a series of posts about Resume Makeovers. They were inspired by this simple truth: Most people have a really hard time writing their own resumes. They focus on the wrong stuff, get mired in the details, and generally fail to create a personal brand (that simple story that lets people know what to expect from you).

Since then, I've received a steady stream of emails and DMs asking for my help. While I can't help everyone I hear from, I do know there are a lot of you with questions. So, here's one way to get my advice:

This Thursday, I'll be sitting on a panel at the Columbus Young Professionals 2010 Career Development Conference. In that session you'll hear a bunch of different perspectives on personal branding.

Here's the big offer though: If you come to the conference, I'm happy to take a look at your resume and give you specific pointers on how to make it even better. I'll plan to be at the conference for all the afternoon sessions and the early part of the evening networking.

If you need help - sign up for the conference, bring your resume and track me down. I'll be easy to find - I'm even submitting to a name tag ;)

Get a deal while you're at it - use the discount code: Presenters to get 20% off.

7 ways we use social now: #1 Ask and Answer

Did you ever try ChaCha on a roadtrip? Get googled deep into the unreliable wild wild west of Yahoo Answers? Actually Ask Jeeves? Then you know the first generation of Q&A services was a little slow off the blocks.

That's starting the change. A number of hot new tools and big name investment is redefining search as a kind of social information discovery.

The leader in the field at the moment seems to be Quora, the brainchild of a former Facebook CTO. They launched in private beta early this year to the delight of the early adopter crowd. The site itself features an intuitive interface, Facebook Connect ease of use, and of course - a growing database of Qs&As created, edited, and organized by everyone who uses it. Quora has been such a hit with the technorati that web celebrities have even been spied answering questions about themselves. The Facebook founders, for example, talked about the Facebook movie there.

Is a buzzy little startup enough to start a trend? Twitter would probably say so, but Ask and Answer is more than just one service.

Facebook Questions entered the space last month. The interface and functionality is amazingly similar, but Facebook does have the advantage of a captive audience while Quora is working to build its reputation beyond the early adopters.

The really interesting alternative out there is Aadvark. Instead of crowdsourcing answers, it mines them through friends of friends - looking for people in your social network who have talked about similar topics or queries. That adds a level of social relevance that's incredibly compelling if you have a network big enough to support it.