11/9/2016
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Agenda Introduction Communications goals Role of Twitter in cancer advocacy What Twitter is and how organizations use it Twitter and the cancer community
Using Twitter for Advocacy
Getting started on Twitter Making good use of Twitter Beware the “slacktivist” web: www.markstory.me, Twitter: @markstory_
web: www.markstory.me, Twitter: @markstory_
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Disclaimer
Just a bit about me
The views expressed during my presentations are mine and mine alone and do not necessarily represent those of the National Cancer Institute, nor its leadership, staff nor contractors.
Started in the PR agency world when Mark Zuckerberg was seven years old – and stayed for 12 years Did WorldCom bankruptcy filing in 2002 Got Russian oligarchs out of jail At the SEC during the financial crisis On the team for the largest IPO in history Currently work as communications counsel at the National Cancer Institute – comms and social media work
web: www.markstory.me, Twitter: @markstory_
web: www.markstory.me, Twitter: @markstory_
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11/9/2016
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What are your communications goals?
More on communications goals
Twitter is just like any other communications vehicle, but it has to be based on your overarching communications goals.
Knowing Twitter is a tool in your arsenal:
Know your:
How does it fit into the bigger picture? What are your main messages?
Target audiences
Are your branding and asks consistent across platforms?
Messages you want to deliver
Have you set and measured outreach efforts?
Approach for creating dialogue
It is about money, influence, legislation or funding, and how are they prioritized?
Measurements of success
Awareness
Rinse, lather, repeat web: www.markstory.me, Twitter: @markstory_
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web: www.markstory.me, Twitter: @markstory_
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Some questions How do the BCAN Chapters collaborate and share communications resources and best practices? Is the sum of the BCAN parts greater than the whole? Why or why not?
What role can social media in general, and Twitter in particular, play in amplifying your message?
The Role of Twitter in Cancer Advocacy to support and influence bladder cancer research and legislation within political, economic, and social systems and institutions.
web: www.markstory.me, Twitter: @markstory_
web: www.markstory.me, Twitter: @markstory_
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11/9/2016
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What is Twitter?
Twitter Pop Quiz Twitter is an online social networking and microblogging service that enables users to send and read "tweets,” which are messages limited to 140 characters. Registered users can read and post tweets. Users can access Twitter through the website, through programs (like Tweetdeck) or apps on your phone or tablet.
web: www.markstory.me, Twitter: @markstory_
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How do organizations/people use it?
web: www.markstory.me, Twitter: @markstory_
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#BCANLeader Why is Twitter important to the cancer community?
Twitter has become the platform of choice for cancer patients, their loved ones and medical professionals for community building for research, support, fundraising and news.
Providing updates Reading other’s updates Communicating with people that you follow or who follow you Posting pictures or short videos
Why? A hashtag. A hashtag is the common thread that enables people to be part of the same conversation, putting themselves squarely into the discussion stream. Patient groups form communities on Twitter that grow into offline organizations, especially in the cancer community.
web: www.markstory.me, Twitter: @markstory_
web: www.markstory.me, Twitter: @markstory_
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11/9/2016
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#BCANLeader Why is Twitter important to the cancer community?
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#BCANLeader Why is Twitter important to the cancer community?
In the Wild West days of hashtags, though, people could make up any sort of hashtag they wanted.
In 2010, the Healthcare Hashtag Project set out to develop a unified set of hashtags for diseases, conferences, Twitter chats, ontologies and more.
Breast cancer could be #breastcancer or #BCSM or a multitude of derivations.
This helped patients, physicians, caregivers and others to congregate online in one place, increasing the reach, power and scope of the communities.
The more hashtags there were for the same disease, the more diluted the communities got – and harder it became to be part of unified community. Healthcare loves to use abbreviations, technical jargon, and even different terminology that essentially all means the same thing.
For example, rather than #breastcancer or #bcancer or any other derivation, the most widely recognized hashtag for breast cancer is now #BCSM – Breast Cancer Social Media. Your are instantly part of the discussion.
web: www.markstory.me, Twitter: @markstory_
web: www.markstory.me, Twitter: @markstory_
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Scientists are using Twitter
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Why do you want to be on Twitter?
Patient groups form communities on Twitter that grow into offline organizations, especially in the cancer community. Your can put the “social” in social media. It’s free. Done well, it can help you enormously.
web: www.markstory.me, JAMA Oncol. Published online March 03, 2016. doi:10.1001/jamaoncol.2015.5475
Twitter: @markstory_
web: www.markstory.me, Twitter: @markstory_
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The gold standard
Anatomy of a Twitter Account Verified mark
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Header photo
Metrics
Required NCI Twitter tile
Twitter handle
BCSM Twitter account
Account profile w/privacy policies
BCSM online community
web: www.markstory.me, Twitter: @markstory_
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How do you get started using Twitter?
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• If you set up a personal profile, it’s a good idea to include a disclaimer that states that the views expressed in the account are yours. • If you are using an organizational account, you don’t need this.
web: www.markstory.me, Twitter: @markstory_
Getting started using Twitter:
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Choose the “right” people to follow. If you’re interested in following people who are going to AACR, you can search for the hashtag, #AACR16. Click on a person or organization’s name to learn more about their Twitter account. web: www.markstory.me, Twitter: @markstory_
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Getting started using Twitter:
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Omaha! Omaha!
Getting started using Twitter:
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You never know who might follow you back.
Since you are local, follow local news media, reporters, politicians, PR agencies, athletes and anyone you know who has been impacted by bladder cancer.
What about local businesses looking for feel-good stories?
Omaha examples: web: www.markstory.me, Twitter: @markstory_
Getting started using Twitter:
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web: www.markstory.me, Twitter: @markstory_
Getting started using Twitter:
Sometimes, large local businesses will have personal angles to their tweets.
And don’t overlook the obvious.
Use and learn from this.
Who are or will be the leading bladder cancer docs here?
You lose nothing from simply trying to make alliances.
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How can you work with them and help THEM? web: www.markstory.me, Twitter: @markstory_
web: www.markstory.me, Twitter: @markstory_
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11/9/2016
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Getting started on Twitter - followers: • When you click on someone’s account and also on the “follow” button, that account’s tweets will now show up in your feed. • The hope is, they will follow you back.
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How do you use Twitter?
You can start tweeting, posting in up to 140 characters. If you include a link, be sure to use a link-shortening service like bit.ly because you are limited to only 140 characters and links use up a lot of characters. web: www.markstory.me, Twitter: @markstory_
web: www.markstory.me, Twitter: @markstory_
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Tweet from meetings:
People love “in the moment” photos
web: www.markstory.me, Twitter: @markstory_
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Use Twitter on your smartphone or tablet • While you can use your laptop, many people prefer to use mobile devices to tweet during meetings. • Through downloading a free app on your smartphone or tablet, it’s easy to follow and participate in conversations on Twitter. web: www.markstory.me, Twitter: @markstory_
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Other meeting recommendations:
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Other Twitter tips:
Set up your Twitter account in advance of the meeting so you are more comfortable using it. If you choose to use a mobile device, install the app before you go to the meeting. If you are giving a presentation, put your Twitter handle either on the title slide or in the footer of your slides. You’ll be surprised how often people mention you in tweets. Keep tweeting! Twitter is not just for meetings.
Tweet content that will be interesting to your target audience. Use an editorial calendar and a tool like Hootsuite to schedule your tweets in advance; you'll be more likely to produce more tweets this way if you get busy during the day/week/month. Understand and use hashtags. Use local news hooks and angles. PITCH stories! Monitor your follower growth closely. Metrics are available via Twitter and Hootsuite.
web: www.markstory.me, Twitter: @markstory_
web: www.markstory.me, Twitter: @markstory_
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Tweets that work:
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Tweets that work: Clickbait, and “Did you knows…”
Brevity: Twitter reports that there’s no magical length for a Tweet, tweets shorter than 100 characters get a 17% higher engagement rate. Additional content - % change in retweets: Photos average a 35% boost in retweets Videos get a 28% boost
Hashtags receive a 16% boost Timeliness: While statistics vary, posting when your audience is most likely to see your tweet increases your chances of engagement. Use your analytics
Quotes get a 19% boost in retweets Including a number (statistic) receives a 17% bump in retweets web: www.markstory.me, Twitter: @markstory_
web: www.markstory.me, Twitter: @markstory_
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11/9/2016
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Clickbait examples:
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Beware of the Slacktivist:
Tweets that “tease” people with information tend to do better – you want people to click for more information
web: www.markstory.me, Twitter: @markstory_
web: www.markstory.me, Twitter: @markstory_
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Beware of the Slactivist:
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Summary
What many advocacy groups have failed to grasp is the fact that you are CREATING SLACKTIVISTS.
Twitter is a free, easy-to-use platform that is already a go-to source for many cancer communities.
A slacktivist is someone who, with very little effort:
Twitter is already a big part of bladder cancer discussions.
Comes across an interest cause or issue while surfing social media; Likes, shares, re-tweets, pins or in some other way (and with one click) passes along the information, fulfilling her desire to feel good and worthy (five seconds); and Immediately disengages from the “cause,” moving on to an animated .gif of a cat with a piece of string. web: www.markstory.me, Twitter: @markstory_
With a little practice, it takes very little time to get up-to-speed on Twitter. Using Twitter, can you connect with people who share your interests and help advance your organizational interests. JUST DO IT. web: www.markstory.me, Twitter: @markstory_
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11/9/2016
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Q&A Mark Story Web: www.markstory.me Twitter: @markstory_ LinkedIn: www.linkedin.com/in/markstory
web: www.markstory.me, Twitter: @markstory_
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