Post-Conference Survey

Thank you for attending Connect!  We want your comments and suggestions! 

Please take a few moments and fill out our survey: http://tinyurl.com/478qx4

Enjoy the reception!

interview with kami huyse

Dr. Mia Lustria and consumer health informatics

Dr. Mia Lustria’s  presentation on “Research Perspectives in Consumer Health Informatics and Measurement Issues” reviewed:

What is consumer health informatics?

• “The branch of medical informatics that analyses consumers’ needs for information; studies and implements methods of making information accessible to consumers; and models and integrates consumers’ preferences into medical information systems”
• Example: The Wellness Community
• Interdisciplinary field — draws from a variety of fields, and not just technology

Rationale for consumer health informatics

• Shift in emphasis from disease and treatment to health and wellness
• 80% of Americans have searched the Internet for health info

Characteristics of interactive technologies

• Messages can be both widely disseminated yet personalized
• Important attributes: multimodality and sensory vividness (example: ReMission — online game for young cancer patients); networkability and interactivity — building community and ability to get immediate feedback from experts; temporal flexibility — control the timing of your interactions; message tailoring capabilities — reach narrowly defined audiences and do so according to individual characteristics, which improves engagement
• But interactive technologies were at times superior and sometimes no better than other media

Measurement issues

• Not just reach but actually changing behavior
• Access issues — tested with literate populations; maybe not reaching people who need the most help
• Sometimes poorly designed, not linked with theory
• Measuring program engagement and outcomes, including engagement with the content; relatively low rate of long-term engagement in many Web-based programs; figure out what works and what doesn’t
• Using direct and unobtrusive methods (page visits, time on page, etc.), but those are not always easy; therefore oftentimes resort to online surveys, which rely on self-reported data. It’s difficult to assess behavioral and clinical outcomes.

Addition: Here are Dr. Lustria’s slides.

fun times at connect 08

Doug Isenberg talks about the ‘legalese’ of PR

Social Media Marketing Ecosystem: A Perspective

Burt DuMars speaks about how Newell Rubbermaid is utilizing social media to market the many products within the company. 

Social media is allowing conversation about MANY different products

Rubbermaid’s approach to social media marketing

• Education and experimentation
• Use forrester research POST methodology; People, Objectives, Strategy, Technology
• Talk to other companies and brands
• Listen first 
• Start small by experimenting. This is about people and humanizing your brand, company, products and services. It is important to keep in mind that ALL the communication within a campaign is part of the entire corporation’s mission, therefore everything must be factored in.
• Biggest resource costs are people, time, and energy
• Energy is the MOST important part

Examples:

Graco car seat campaign

Campaign is using a lot of social media including the following:

• Micro-Site
• Twitter
• Mommy bloggers
• Must develop relationship with consumer early or you lose them
• Having well-known contributor in the site/campaign helps credibility of company

         Issue with only one contributor:

           -Where do you go when your one blogger leaves, dies, etc.? 

            -You need more integrated people to uphold company or product

• Videos which are generated from stay-at-home moms and dads

Ratings and Reviews:

• Consumer opinion is more trusted than experts’ opinions
• Integrated ratings and reviews into Web site
• Do not hold back on negative reviews 

Social Networking:

• Rubbermaid gives option to share content from their site on other social networking sites
• Rubbermaid has blogs that take actual Rubbermaid products and tests the company’s claims

Concerns:

• Social Media Fatigue
• Stereotyping certain customers
• Monitor demographics of customers because may NOT be connecting with target

who is responsible for online content?

In 1998, when the DMCA was passed, the debate among Congress was: Should Internet service providers be held responsible if a user posts content that infringes upon someone else’s rights?

If they were to be held liable for users’ content, then they may not offer that service. Blogger, YouTube, etc. may not exist if held responsible.

The catch: Internet service providers must be sure to appoint a DMCA “agent,” and register that person with the copyright office.

the “brand new” brand problem

We are about to see the creation of who knows how many domain names next year. ICAN is about to open registration of TLDs to almost anyone. This means we may see the creation of .soda, .bank, .anything!

The problem: We may end up with .sharpie or .graco. Brand owners will have a lot more “policing” to do. What happens if Newell-Rubbermaid doesn’t register the TLD first?

background on domain names

There are now 153 million domain name registrations worldwide. Only about 80 million are in the .com and .net space. In recent years, there have been about a dozen new TLDs (.biz, .coop, .museum, .tel, etc.). Since 2003, domain name disputes have been on the rise. In fact, the year 2007 showed the largest increase.

Who is having domain name dispute complaints? Those having the biggest problems with cybersquatters include:

• Biotech/pharmaceutical industry
• Banking and finance industry
• Retailers

3 keys to Internet law

In the social media space…

1. Police or enforce your own brands online.
2. Make sure that you and your clients don’t infringe these laws. According to Isenberg, this is very easy to do.
3. Be aware of what tools you’re using. What are the terms of service that apply? Be careful what you’re agreeing to. (For example, when you post content to Facebook, you automatically grant Facebook the right to use, publish and distribute that content for ANY purpose.)