Web 2.0 & Social Media

IPAC June 17
th

Web 2.0 & Social Media

Public Health Agency of Canada

2

Thousands of years of

One Way
Communication

Web 2.0 + Social Media make

Multi
-
Way
possible

Public Health Agency of Canada

3

Public Health Agency of Canada

4

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

5

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

6

CONTENT ISSUES

Public Health Agency of Canada

7

What was needed


A Web vision



Web Governance and coordination



Health Portfolio harmonization



Agency
-
wide collaboration



Address infrastructure risks


Public Health Agency of Canada

8

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

9

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

10

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

11

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

12

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

13

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

14

What

is Web 2.0 & Social Media

Public Health Agency of Canada

15

How

is Social Media used ?

Public Health Agency of Canada

16

HOW
can an organization use “it”

?

Public Health Agency of Canada

17

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

18

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

19

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

27

Toolbox

Public Health Agency of Canada

28

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

29

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

37

Examples
–

PMO on YouTube

www.youtube.com/user/pmocpm

Public Health Agency of Canada

38

Examples
–

social marketing

www.flickoff.org

www.abovetheinfluence.com

Public Health Agency of Canada

39

Examples
–

social marketing

www.stupid.ca

www.thatguy.com