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Socializing Health Research
1. mobile!
and
Social
Media
&
Health
Research
Advocacy
Sidneyeve
Matrix
This presentation
reviews social & mobile
tools for building
campaigns to raise
public awareness of
health research.
2. “
When
laypeople
don't
know
or
care
enough
about
what
scientists
are
doing
with
funding,
they
don't
notice
or
care
when
scientists
“
are
suddenly
prevented
from
doing
it.
~
John
Pavlus,
Why
Science
Depends
On
Good
Branding
,
Fast
Company
Design
2011
11. issue: discoverability new mobilities
even info-rich apps are difficult to find in crowded app stores
12. key: curation new mobilities
some thought leaders help us find the best apps by reviewing them
13. new mobilities
Harvard Public Health has their own
very cool multimedia app, created using
the Mobile Roadie platform.
14. key: newsworthy = discoverable new mobilities
the most "edgy" apps attract media coverage
"We
want
New
York
City
to
be
the
safest
city
in
the
world
to
have
sex."
~
Dr.
Monica
Sweeney
NYC
Assistant
Health
Commissioner
15. key: newsworthy = discoverable new mobilities
90%
of
adults
sleep
with
our
phones
this sleep cycle alarm app
earned many media mentions
image: in the pink
16. key: accessible messages
315K followers
The most simple &
succinct health research
tweets are the most
widely retweeted.
17. accessible messages
175K followers
The most simple &
succinct health research
tweets are the most
widely retweeted.
18. accessible messages
155K followers
The most simple &
succinct health research
tweets are the most
widely retweeted.
19. In
preparing
for
this
presentation
we
found
very
few
of
the
really
valuable
status
updates
from
Canadian
medical
researchers
are
being
retweeted.
We
should
change
that.
23. key: info on-demand + engagement ladder strategy + tools
This info-rich site lets users get involved privately or with friends.
mental health research site
29. key: mobile infosnacking strategy + tools
Another mobile media idea for busy people on-the-go.
Did you know:
that you can also distribute your powerpoint slides & PDFs via iTunes podcasts?
30. key: great soundtrack, edgy, optimism strategy + tools
Don't miss seeing this amazing video of
dancing senior scientists, students, and
volunteers at McGill's cancer research labs.
virality:
4
weeks
260K
views
33. key: social proximity strategy + tools
movember
raising money for men's cancer research
Appealing to GenY's desire
to make a difference, with friends, as part of something big.
34. key: cross-gen cause marketing strategy + tools
A multimedia, social, mobile campaign with cross-generational appeal, bringing
families together for a good cause, & raising awareness of good nutrition.
36. key: gameified + social proof strategy + tools
Badge lets participants
share info about their
social good activities
with friends, family,
teachers, employers ...
that's social proof.
37. concluding remarks
disseminating
health
research
via
the
amplified
by
the
power
of
the
P2P
economy
checklist:
easy
to
share
simple
message
creative
and
edgy
gets
friends
involved
38. This
research
was
funded
by
and
prepared
for
Research
Canada,
a
national,
not-‐for-‐profit
organization
whose
mission
is
to
improve
the
health
and
prosperity
of
Canadians
by
championing
Canada’s
global
leadership
in
health
research.
Thank
you
to
Alexandra
Patricia
Vivien
Macgregor
for
research
assistance.
Contents
of
this
presentation
including
images
have
Creative
Commons
Attribution-‐Noncommercial-‐
Share
Alike
3.0
Licenses.
About
the
author
Sidneyeve
Matrix
teaches
media
and
marketing,
culture
&
communications,
at
Queen's
University.
sidneyevematrix.com
image: Thomas Rockstar
twitter.com/sidneyeve