IPAC June 17
th
Web 2.0 & Social Media
Public Health Agency of Canada
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Thousands of years of
One Way
Communication
Web 2.0 + Social Media make
Multi
-
Way
possible
Public Health Agency of Canada
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Public Health Agency of Canada
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Public Health Agency of Canada
(PHAC)
Created in May 2004
Protect the health and safety of Cdns.
Collaborative approach to support the health
care system
Focus on diseases
-
chronic and infectious
Responding to health emergencies
Established role of Chief Public Health
Officer
Public Health Agency of Canada
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The beginning
Main Web site inherited in 2004 from Health Canada
Canadian Health Network
No Intranet
Some Extranet sites
Web management and infrastructure Issues
Risk Communications impact
Public Health Agency of Canada
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CONTENT ISSUES
Public Health Agency of Canada
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What was needed
A Web vision
Web Governance and coordination
Health Portfolio harmonization
Agency
-
wide collaboration
Address infrastructure risks
Public Health Agency of Canada
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Process and Influences
Research
–
POR, Visitor Patter Analysis
Government Policy (Comms, TBS,PWGSC, PCO etc.)
Other similar strategies
Common Look and Feel 2.0
CHN decision
Consultations (internal & external, program & execs)
5 yr. Strategic Plan
Outreach & Branding initiatives
Health Portfolio Web Coordination Committee
Public Health Agency of Canada
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And… the Web world is changing
Web 1.0
–
Eyeballs
–
Microsoft Encarta
–
Personal Web sites
–
CMS
–
Directories
–
Instant Messenger
Web 2.0
–
Hands
–
Wikipedia
–
Blogging
–
Wikis
–
Tagging
–
Twitter
ONE WAY
CONVERSATION
MULTI
-
WAY
CONVERSATION
Public Health Agency of Canada
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Step One
Established Web Governance with Communications
Establish PHAC Web Steering Committee
Support for health portfolio harmonization process
Approve in principle moving to a CMS
Develop a PHAC Web strategy
Public Health Agency of Canada
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Web Strategy Approach
Consult Widely
Engage the Web Steering Committee
Speak with other departments
Explore other public health sites
Research the Web site
Champions at senior levels a must
Public Health Agency of Canada
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Key consultation questions
Who do we want to reach?
What do we want to achieve?
What is level of importance for identified
audiences?
What is the “information mandate” for PHAC?
How should we reflect Web trends, and use
new technologies, such as social media?
Public Health Agency of Canada
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The PHAC Web Strategy
Goals
User driven site
Key audiences
–
Public health professionals, Stakeholders, People
Outlined priority information areas
Address content development challenges
Implement a Content Management System
Define role of extranets, specialized sites, the
intranet, regional Web presence,
PHAC Web in emergencies and health crises.
Enhance Web 2.0 approaches
–
social media, interactivity, and multimedia
Public Health Agency of Canada
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What
is Web 2.0 & Social Media
Public Health Agency of Canada
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How
is Social Media used ?
Public Health Agency of Canada
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HOW
can an organization use “it”
?
Public Health Agency of Canada
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Challenges in the public sector
Risk adverse
Slow with change
Policies & processes
Information control
Human resources
Standards and guidelines
Technical infrastructure
Official languages
Governance
Security and legal aspects
…
Public Health Agency of Canada
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What
we’re moving towards
a.
Monitoring the conversation
b.
Participation in the conversation
c.
Initiating the conversation
d.
Sharing content
e.
Including social media in “all”
marketing/communications initiatives
Public Health Agency of Canada
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a. Monitoring the conversation
Public Health Agency of Canada
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b. Participation in the conversation
Public Health Agency of Canada
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c. initiating conversation
Public Health Agency of Canada
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c. sharing content
Public Health Agency of Canada
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c. sharing content
Public Health Agency of Canada
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d. social media in “all” initiatives
Public Health Agency of Canada
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What has been done at PHAC
Received buy
-
in
Approved Strategy
Governance
Policies & processes
Blog policy
Human Resources
New Job Descriptions
Communications
Marketing
Publishing
PR
IM/IT
Budgets
short and long term
Public Health Agency of Canada
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Public Health Agency of Canada
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Toolbox
Public Health Agency of Canada
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Baby Steps…
1.
Social Media Monitoring
(& participation strategy)
2.
Public Health Online
(
Subscription System)
3.
Create Dialogue
(Comments feature on every page)
Public Health Agency of Canada
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Social Media Monitoring
Public Health Agency of Canada
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Public Health Agency of Canada
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Public Health Online
Subscription System
Public Health Agency of Canada
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Create dialogue
Public Health Agency of Canada
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Public Health Agency of Canada
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Why
? It’s HERE!!!
Public Health Agency of Canada
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Examples
–
blogs
www.citizenvoices.gg.ca
blog.privcom.gc.ca
Public Health Agency of Canada
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Examples
–
bloggers UK
blogs.fco.gov.uk
Public Health Agency of Canada
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Examples
–
PMO on YouTube
www.youtube.com/user/pmocpm
Public Health Agency of Canada
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Examples
–
social marketing
www.flickoff.org
www.abovetheinfluence.com
Public Health Agency of Canada
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Examples
–
social marketing
www.stupid.ca
www.thatguy.com
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