1. Web 2.0 & Social Media
Member/Client Communications
& Social Engagement

2. Evolution of the
 1st gen Internet (1990-2000) characterized by
static html-based websites and basic search
engines.
 Early Web 2.0 = bulletin boards, blogs. User
generated content has now exploded with
social networks like Facebook, YouTube and
Twitter where people can share and exchange
contacts, information and knowledge.

3. What’s New With Web 2.0
 The evolution of web 2.0 is described as a shift
in the Internet from a one way publishing
environment to a participation environment
where the focus is on people having
conversations online.

4. Social Media Stats
Social media statistics are moving targets.
 One billion Facebook users having three
trillion conversations a day.
 500 million registered
Twitter users with
25 billion tweets
last year.

5. Social Media Stats
 Six in 10 Canadians have a social network profile.
 World spends more than 22% of their on-line
time visiting social network sites.
 Number of people visiting these sites has
increased by 30% in the last year spending 66%
more time on these sites now than they did a
year ago.

6. “If you’re not on a social
networking site, you’re not
on the Internet”
– Interactive Advertising Bureau of Canada

7. So Burn the Ships!
There’s no going back. Only going forward.
– Mitch Joel, Social Media Guru

8. So Why Go There
 CDHA must be progressive and innovative to remain
relevant to their members and the public. Health care
professionals must serve their clients in the same way.
 The younger “net gen” demographic have “grown up
digital” and only know the internet as their primary source
of information. 31% of CDHA members fall into the under
30 age bracket. This shifting demographic will continue to
grow as boomers retire.
“Ya gotta be where people need ya”- Mitch Joel

9. Social Media Turns Health
Information Into Action
 Searching medical and health-related content is
the third most frequent online activity; 60% of
“e-patients” report web research influences their
health decisions.
 17,000 mobile health applications on the market.
43% designed for health professionals, and patients
often download professional resources for their
own use.
Dr. Sidneyeve Matrix, Assistant Professor of Film and Media, Queen’s University

10. Lead Don’t Follow
 Organizations and professionals have no choice
but to align their corporate communications
strategy to engage in new ways in this
new space.
 In 2011 there were less than 40% of Canadian
associations active in social media. By 2013 will
grow to 98%.
“Surf on top of the wave, don't get crushed underneath it.”

11. Where is CDHA?
 Staff personally and professionally active online.
 Subscribe to online media monitoring service,
Google News Alerts and other RSS newsfeeds
that deliver relevant content we can share.
 Social components integrated in our website.
 Established CDHA profiles on Facebook,
Twitter and YouTube.

12. Interactive Website
 Members Only area
 Private Board Room
 Online Community – Groups/listserves,
forum discussions and member blogs
 CDHA Blog
 E-newsletter and QuickMail
 Interactive online magazine
 New elements planned:
Find a Practitioner portal
Searchable CJDH index
Additional community groups.

13. CDHA Community
http://community.cdha.ca/welcome.htm
 Features forums, blogs
and groups (listserves).
3,511 active community
members. 489 in
Independent Practice
group and 185 in
Educators group.
 New groups to be added.

14. CDHA Fan Page on Facebook
Launched April 2010 5,510 fans
https://www.facebook.com/theCDHA

15. Twitter
https://twitter.com/theCDHA
 A micro-blogging service. Posts or “tweets” are
short messages of 140 characters (about 30
words).
 CDHA launched April 2010. 1,447 followers.
 Follow 567 accounts. On 56 Twitter lists.
 More than 7,130 posts.

17. Twitter Widget
 Recently added a Twitter widget to
front page of website so those without
Twitter accounts can still follow feed
and access recent links.

18. More …
 LinkedIn – Similar to Facebook but
associated with a professional profile and
work related projects/interests.
http://www.linkedin.com
 RSS Feeds - A feed or channel that allows
people to subscribe (by hitting a button) to
have web content delivered directly
to them as it is created.

19. DH Tweeps to follow on Twitter
 @healthysmyles  @CanadaHygienist
 @indrdh  @lifetimesmileDH
 @BCDHA  @whitesummitdhc
 @MyDentalHealth  @MahadeoE
 @4healthysmiles  @DentalHygienius
 @perfect___smile  @ADHADOTORG
 @Joanne_RDH
 @ONDentalHygiene
 @C_Smiles_Ottawa

20. Sharing Sites
 Post/share/access videos, multimedia shows,
images, photos, documents. Allows both sharing
of information AND good for research for
resources you need.
http://www.youtube.com/user/TheCDHA/feed
Launched March, 2010 – 744 views
Slide share search for dental hygienists - 2,077 results
http://www.slideshare.net/theCDHA

21. How to Keep Track of it All?
Social Media Feed Aggregators
TweetDeck HootSuite
Flock, Friend feed, Spindex, Yoono, Orsiso, Minggl, Google Buzz, Seesmic

22. What Do We Share
 All major announcements (awards, scholarships,
positions, presentations, PD opportunities and
membership information)
 Press releases
 Links to new studies, research, profession specific info in
the news
 Links to our publications
 Employment opportunity postings
 Coming events
 Media articles highlighting members in the news
 Engage in conversations

23. Who Do We Share With?
 Follow and are followed by members, other professionals,
public, related organizations (CDA, ADHA), dental industry
(Hu Friedy, P&G, Crest), health organizations (Health Canada,
Canadian Medical Association), politicians, healthcare
bloggers, media and many others.
 Building strong interactive relationships with our members.
Putting a personal face on the organization and helping us
develop advocates.

24. What’s Next?
Change is Always on the Horizon…
 82% Canadians will access all content on smart
phones/tablets by 2013. There will be more mobile than
desktop users by 2015.
 Already more people using social networks from mobile
devices than desktop clients. 91% of mobile users access
social media channels vs. only 79% of desktop users.
 MORE immediate interaction BUT requires more vigilant
and frequent monitoring and maintaining up-to-date
platforms.

25. Why Do Any of This?
 Awareness of who is talking about you and what they are
saying.
 Opportunity to increase oral health awareness and dental
hygiene knowledge transfer.
 Thought leadership. Keeping front of mind with audience –
members or clients current and potential, partners,
competitors, government and other target audiences.
 Building personal learning networks
 Helps us to do our jobs more efficiently.

26. How Do We Succeed?
 Two years in and still work to do, but
leaps ahead of many Canadian associations.
 Keep momentum, through constant monitoring of
conversations, dialoguing, regularly posting updates, tracking
and measuring success.
 We need to target and focus on what we do well and not
try to do it all.
 Attention and resources to website is critical.
“If you do a half way job trying to serve everyone, no one is coming back.”

27. Measuring Success
 “WHO” not how many. CONVERSION more than
metrics. Not about quantity of followers/visitors or
number of hits, about quality of what your “fans” DO
for you.
 Traditional media hits a lot of people but SM hits the
people that care.
 Create groundswell and use those who are
passionate ambassadors of your brand.
 Give members tools to take our message beyond our
immediate community and advocate on our behalf.

28. Measuring Success
What People Are Saying
@ONDentalHygiene: definitely bringing dental community together,
connecting people, promoting dialogue & delivering current news. Love it!
@chelsearoode: Awesome!
Nice to have an easy way to
keep in touch with what's
going on! Has helped me a
lot with school assignments!
Great job!
@Periowave We work across the globe
and your feed is one of the best.
Ricki Haviland on FB: I love
getting the daily updates and
interesting articles. I bring
them up with co-workers
often. :-)

29. Klout Score
 KLOUT is a
measurement of cross
platform social media
success based on overall
online activity, reach and
influence.
http://klout.com/theCDHA
 CDHA’s Klout Score is currently 52, an increase
from 39 since 2011.

30. How Do We Stack Up?
Comparison of Klout scores reveals with 52
points CDHA is a leader in online engagement
 British Dental Association @TheBDA - 53
 Canadian Dental Association @mydentalhealth - 48
 British Columbia Dental Hygienists Association @BCDHA - 49
 American Dental Hygienists Association (@ADHADOTORG) – 46
 DHPRO - @DHPROca – 20
 Canadian Medical Association – @CMA_GC – 41
 Canadian Dental Assistants Association @CDAA_ACAD – 21

31. What Can YOU Do to Get Started?
 Get involved in a conversation.
You can start by just listening!
 Explore the CDHA online Community
 Monitor a dental hygiene blog
 Fan/follow us on Facebook or Twitter
 Search the web,You Tube or Flickr for interesting dental
hygiene content
 Subscribe to Google Alerts or other newsfeeds

32. Lexicon of Lingo
 OMG = oh my gosh/God
 LOL = laugh out loud / ROFL= roll on floor laughing
 BRB = be right back
 BTW = by the way
 IRL = in real life
 RT = Retweet
 FB= Facebook
 LI = LinkedIn
 LMK = let me know
 DM – Twitter direct message
 BBM – Blackberry messaging
 EM= email
 FF = Follow Friday on Twitter
 HTH = hope that helps
 IMO = in my opinion
Top-50-twitter-acronyms-abbreviations-and-initialisms

33. Rules of Engagement
Positive image and reputation is an important part of your profile.
Only 20% of organizations have formal policies/guidelines in place.
Social media policy/practice should embody:
 Organizational policies, codes of conduct, contractual obligations etc. extend
to online activity.
 Don’t post anonymously.
 Be responsible
 Share interesting information.
 Respect confidentiality.
 Avoid controversial or malicious discussions.
 Be respectful and professional.
 Be responsive.
 Respect copyright.
 Think ahead…your electronic footprint is difficult to erase.
Google DOES NOT forget!

34. Top 3 Takeaways
 Listen
 Respond
 Build Relationships

35. Resources
Your Dental Hygiene Practice & Social Media
A workbook written by CDHA member Cindy McQueen
http://www.rdhbooks.com/Our_Books_QYOP.html
50 Tips for using Twitter effectively
http://www.bridiestypingservices.com/40-tips-for-using-twitter-effectively/
The Health Communicators’ Social Media Toolkit
http://www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolkit_bm.pdf
Oral Health America’s Social Networking Guide
http://oralhealthamerica.org/wp-content/uploads/OralHealthAmericaSocialMediaGuide-
FFS20111.pdf

36. Wrapping it all up!
 Do nothing and fall behind.
 Social media will look different next year than it does now.
Quick response, flexibility, open mind, adaptability.
 Risk vs. Reward. Social media can open you up to criticism
but this provides an opportunity for engagement. Turn your
critics into champions.
 People drive technology: don’t be afraid or overwhelmed.
You are in the driver seat.
 It’s all about experimentation. What works best for you.
Don’t have to use everything.
 HAVE FUN with it!

37. Good News!
 The CDHA communications
team can help you navigate
these muddy waters!
 We’re happy to help any
member that requires
assistance at any time.
Contact us at
marketing@cdha.ca