This Slideshare presentation is a partial preview of the full business document. To view and download the full document, please go here: http://flevy.com/browse/business-document/organ-donation-communication-boot-camp--189 Advance Presentation to Association for Multicultural Affairs in Transplantation (AMAT) attendees at 2012 Annual Conference - by Lindsey C. Holmes & Myra Burks-Davis. Robust guide for anyone in the organ donation industry or health industry in general, looking to market to potential donors.

1. Communications
Boot Camp
at AMAT 2012
by
Myra Burks-­‐Davis,
MBD Strategic Communica2ons
Lindsey C. Holmes,
LCH Business SM & Tech

2. One student, significant foot pain first called her mom, then
searched online for information, and THEN went to the campus
health center. When it came to how they use technology to pursue
health, the students displayed impressive savvy they went to high-
quality online resources, fact-checked what they found and sought
medical attention when needed. She said her online research
calmed her because she was pretty sure she was dealing with a
ganglion cyst.
Her doctor was amazed to confirm the diagnosis, but the student
laughed: “How did I know? I Googled it, of course.”
A Story...

3. MODULE 1:
Marketing Through Your
Social Media
Communications Bootcamp at AMAT 2012

4. Social Media is media designed to be disseminated
through social interaction, created using highly
accessible and scalable publishing techniques (i.e.
Facebook, Twitter). Social media supports the human
need for social interaction, using Internet and Web-
based technologies to transform broadcast media
monologues (one to many) into social media
dialogues (many to many).
- Source, Wikipedia
Module 1: Marketing Through Your Social Media

5. What is Social Media
Marketing?
Module 1: Marketing Through Your Social Media

6. What is Social Media
Branding?
Module 1: Marketing Through Your Social Media

7. MODULE 2:
YOU - Group Activity
Communications Bootcamp at AMAT 2012

8. • What kinds of social media tasks are you responsible
for in your organizations, if any? If not you, who is?
• Do you think social media is relevant to your agency?
• What are the challenges around social media in your
agency?
• Who are you trying to reach with your social media
activities? Who should you be trying to reach?
Module 2: You - Group Activity

9. MODULE 3:
Find your Target Online
Communications Bootcamp at AMAT 2012

10. • African-Americans
• Hispanics/Latinos
• Asians
• Caucasians
• Men
• Women
• Everyone ?
Module 3: Find Your Target Online

11. BRAIN BREAK

12. Selecting the right channels
will help you
• effectively manage your content goals
• create a diverse and targeted donation presence
Module 4: Five Outreach Tools for Success

13. Facebook: What is it?
Facebook allows you to connect and network with others of like
interest.
Allowing users to post text, photo, and viral components,
Facebook has quickly become a core social media and social
media marketing tool for its ease of use and content aggregation.
Additional features like Facebook Pages, Groups, and Social
Share Buttons found throughout popular search engines like
Google, keep Facebook at the forefront of online business
success, even organ donation...
Module 4: Five Outreach Tools for Success

14. Module 4: Five Outreach Tools for Success

15. Twitter: What is it?
Twitter is a popular micro-blogging service that has made great
use of its 140 character limit. Quick news, sentiments, photos
and video links spread like wildfire through the tweet and re-
tweet.
Twitter is especially popular for its ‘listening’ capability. Enabling
users to search for the terms that interest them, and respond to
their creators, makes for a welcome dialogue, provides
networking opportunity, market research, and your business
success.
Module 4: Five Outreach Tools for Success

16. Pinterest: What is it?
• An online pin board social media site
• A visual mood board that users can share publicly
• Users virtually pin images of interest from the internet onto their Pinterest
page and share their pinnings publicly.
• Users can re-pin their friends’ pinnings or browse the dozens of
categories on the site.
• Great format for brands to communicate a look and feel to their followers.
• Multilingual Platform... A picture is worth a thousand words—in any
language
Module 4: Five Outreach Tools for Success

17. YouTube: What is it?
Online video make the most of today’s short attention spans.
In a few minutes a video can demonstrate and explain a
topic, as well as convey a passion and tell a visual story that
written content takes pages to do, and sometimes not
effectively. YouTube is the largest aggregator of video on a
range of subjects that can be categorized for quick and
efficient search. Like most online platforms today, YouTube
also has sharing features, so sending videos to potential
donors is easy as pie!
Why not create a repository of medical research videos for
your agency and place them on YouTube? It’s free after all.
Module 4: Five Outreach Tools for Success

18. Module 6: Five Outreach Tools for Success
Evernote

19. BRAIN BREAK

20. African Americans and the
Digital Connection
Module 5: Multi-cultures in Donation & Transplant

21. African Americans
• Use Twitter at a higher rate
• 28% of online African Americans using Twitter, with
13% remaining active on a daily basis
• Approximately 26% of young adults (18-29) use Twitter
• 31% of those on the younger side of this age range
(18-24) reported to use Twitter
• The study revealed that urban and suburban residents
were significantly more likely to use Twitter than
individuals located in more rural regions
Module 5: Multi-cultures in Donation & Transplant

22. In 2011:
• 13% of all those who received transplants were
Hispanic/Latino
• 65% of Hispanic/Latino transplant recipients received
kidneys
• 23% of Hispanic/Latino transplant recipients received
livers
• 13% of all deceased donors were Hispanic/Latino
Module 5: Multi-cultures in Donation & Transplant
From organdonor.gov

23. • Pew Internet and American Life Project reports online
non-Hispanic whites and non-Hispanic blacks use
Twitter at 5% and 13% respectively, 18% of Hispanics
online are Twitter users, a statistically significant
difference
• According to online marketing company BIG Research,
Latinos have taken to Facebook faster than non-
Latinos. In all, 54.2% of Hispanics online regularly use
Facebook, just above non-Latino blacks at 47.7% and
non-Latino whites at 43%
• Another Pew Internet study found that 10% of online
Hispanics use these services – significantly more than
non-Hispanic whites at 3% or non-Hispanic blacks at 5%
Hispanics/ Latinos
Module 5: Multi-cultures in Donation & Transplant

24. uSamp surveyed 650 adult Hispanics and found
that they fell short compared to the general
population in their use of:
• Twitter (31 % vs. 33 %)
• LinkedIn (5% vs. 21 % )
The study also revealed that Hispanics are less
likely to share information in a social media setting
than other users.
Hispanics/ Latinos
Module 5: Multi-cultures in Donation & Transplant

25. • Women use social media more than men
• About 57% of Facebook and 59% of Twitter users are
women
• Nielsen reports that women of all ethnicities use
media in similar ways with the exception of smart
phones which ethnic women use at a far greater rate
• Just 33% of Caucasian women have a smartphone in
their household, compared to penetration rates in the
60s for women of other ethnicities, a fact that marries
nicely with Pinterest’s smart phone app.
Women
Module 5: Multi-cultures in Donation & Transplant

26. MODULE 6:
Case Study - Montefiore
Communications Bootcamp at AMAT 2012

27. BRAIN BREAK

28. Make your Social Media Marketing a part of your
daily schedule and you won’t have to use any
other form of marketing.
Pro Tip
Spend some time lurking on friends’ pages commenting on
their content or simply to say Hi. Do this at least 3 times a
week to solidify relationships and get ‘Friend Suggestions.’
Module 7: Grow Your Presence, Grow Your Business

29. • Invoke the inner narcissist. Follow people first and they’ll
follow back to see why you are interested in following them.
• Participate in #FollowFriday. Tweet the @names
(@lindseycholmes) of people you like to follow and most often
they will ‘retweet’ to their followers with your @name included.
#FF @NewCenturyIncomeTax @JUNCBrands @LamarMCarter - Successful NJ
Entrepreneurs
- and -
RT@lindseycholmes #FF @NewCenturyIncomeTax @JUNCBrands
@LamarMCarter - Successful NJ Entrepreneurs
• Trend - Participate in Trending Topics to find interesting
people to follow and be a part of the Global Timeline.
• Add yourself to a Twitter Directory - www.Twellow.com.
• Say interesting things...
On Twitter
Module 7: Grow Your Presence, Grow Your Business

30. Updating
Module 7: Grow Your Presence, Grow Your Business

31. • Keep your updates simple and personal. Social Media is
about speaking for your brand, and should therefore be your
voice. Post quotes, advice, thoughts, interests and listen to
others, and the sale will seem more like an invitation, as you
are now friends.
• Be creative and indirect when selling. If an interest is
music, post about songs and artists that inspire you. Sell
your business by adding a picture to your wall with you on
the beach, sipping a Margarita, and earphones with a
caption that says ‘Listening to Aretha sounds so much better
at the beach. Everyone should work as hard as I do.’
• Schedule your updates in advance. Try a service like
www.SocialOomph.com.
Module 7: Grow Your Presence, Grow Your Business

32. Conversation is the key to Social Media. Talk
to people, discover their interests and win.
I tweeted his website to my 20,000 followers simply because he started a
conversation! He received 600 hits to his blog as a result of this tweet.
Module 7: Grow Your Presence, Grow Your Business

33. • Post inspiring stories of lives saved through organ and
tissue donation on Facebook or tweet to friends.
• Make registries easy to find and use - make them digital.
• Let people need to know how easily they can register
online by clicking a button or two, their willingness should
increase.
• Include social sharing on your registries. Once a person
joins the registry, he or she has the option to share this
information via Facebook, Twitter, and other social
networks which should drive awareness among family and
friends.
Module 7: Grow Your Presence, Grow Your Business

34. Questions?
Communications Bootcamp at AMAT 2012

35. Myra Burks-Davis
With close to 20 years as a Public Relations and Communications
Professional, Myra has provided strong and decisive leadership to diverse
organizations. Myra’s accomplishments include the launch of MBD Strategic
Communications, Inc., a full-service public relations, media relations and
event planning firm. She lists securing national media placement for NJ
Sharing Network on ESPN and The Oprah Winfrey Show as a career
highlight. A frequent presenter on the effective uses of social media, she is
also founding member of NJ Chapter of The Black Public Relations Society.
In 2000, she joined NJ Sharing Network’s public affairs department as the
Manager of Communications and was later promoted to Assistant Director,
Public Relations and Community Affairs. Her key duties focused on media
relations, advertising, special event planning, and the strategic development
of public messages geared toward diverse ethnic communities. Before
joining the Network, Myra worked as a community relations liaison for the
Superior Court of New Jersey, a newspaper reporter for Worrall Community
Newspapers and an assistant editor for City News Publishing. She
graduated cum laude from Rutgers University with a Bachelor of Arts degree
in English/Journalism. She received the Peter C. Christian Award for
Excellence in Journalism upon graduation and credits her college
experiences with WBGO-FM, Jazz 88.3, New Jersey Network News (NJN)
and Prudential with rounding out her college media education. A native of
Newark, NJ, she currently resides in Piscataway, NJ with her family.

36. Communications
Boot Camp
at AMAT 2012
by!
Myra!Burks*Davis,!
MBD$Strategic$Communica2ons
Lindsey!C.!Holmes,$
LCH$Business$SM$&$Tech
Get Your Journal Today!
$49.99
Communications Bootcamp at AMAT 2012
$99.99
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37. KEEP IN TOUCH
Myra Burks-Davis
MBD Strategic Communications
Email: myra@mbdstrategies.com
Website: www.mbdstrategies.com
Facebook: facebook.com/
MBD.Strategic.Communications
Pinterest: mbdstrategies
Twitter: @myrabd
LinkedIn: linkedin.com/in/
myraburksdavis
Phone: (732) 306-3111
Lindsey C. Holmes
LCH Business SM & Tech
Email: info@lchbusiness.com
Website: www.lchbusiness.com
Facebook: facebook.com/
lchbusiness
Pinterest: lindseycholmes
Twitter: @lindseycholmes
LinkedIn: linkedin.com/in/
lindseycholmes
Phone: (973) 968-4792