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#digitalHx: Digital Digest

#digitalHx: Digital Digest

October 23, 2014 0 Comments

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Multi-Channel Storytelling

Written by Rich Sharp, @richs

It’s (relatively) easy to create a Facebook presence, or establish a Twitter handle, and knock out sporadic posts and tweets with no thought of cohesive storytelling. But combine content strategy with a well-thought-out digital approach and a solid message platform, and success is a realistic outcome.

The National Alliance on Mental Illness (NAMI) went beyond simply creating a presence on a few social media outposts and developing a website for two of its support campaigns. By taking an in-depth look at where patients are active on social media, NAMI was able to create a digital ecosystem with the ability to reach across Tumblr (for it companion “OK2Talk” campaign), Facebook, Twitter and the web for its “You Are Not Alone” campaign. By targeting and providing multiple platforms for storytelling, NAMI broke free from a shotgun approach and ultimately offers patients caring, informative and engaging social platforms that carry a central theme and harmonize in strategy and creative.

To read the full article, click here.

Rich Sharp insight: Building from objectives and creating targeted engagement strategies is a must. By understanding target audiences – both from a messaging perspective as well as where they congregate online – rich storytelling environments can be created, and patients can feel safe sharing and communicating within these environments.

Why Should We Care About the HBO and CBS Streaming Announcement?

Written by Chelsea Kaczmarek

HUGE news this past week when it comes to the world of advertising. CBS and HBO have just announced streaming services and most experts agree this is the initiation of “TV unbundling.” The AdAge piece outlines the evolution of TV advertising into a fully digital technique and what that may mean for marketers in the future.

Read the full article at AdAge.

Chelsea Kaczmarek insight: My take is more of questions than answers. How will the new TV techniques permeate outside of the TV bubble trickling down our (PR) way? What could the implications be for our future programs and KPIs?

  • Audience Buying and Personalized of Advertising: If the funnel shifts away from general demographics to hyper-targeted households based on real-time data, how do we ensure our paid media vendors are making this shift?
  • Connected Calls to Action: If TV ads are fully integrated to the web and driving more complicated calls to action, will low engagement still be considered a success?
  • Flow: When campaigns shift away from one look across all channels to a tailored story across individual devises, how will we need to adapt our PR campaigns?

In short, how do we challenge ourselves to keep up? There is time – this shift won’t happen overnight, and there is definitely opportunity.

Snapchat Awakens Haunted Advertiser Spirit

Written by Catherine Murphy, @21CMurph

This past weekend, Snapchat launched its first official advertisement, a mini trailer for Universal Pictures film, Ouija. While users have been able to friend brands on Snapchat for some time now, this official offering allows Snapchat to generate revenue outside of VC funding. Unique compared to the saturated Facebook, Twitter, and even Instagram ad market, Snapchat users are not forced to view the ad; the ad was simply served to all Snapchat users with the option to view. While the ROI from this has yet to be determined, Ouija certainly generated a great deal of buzz this weekend simply by advertising on the platform.

Read the full story on the Social Media Times.

Catherine Murphy insight: Snapchat is a great platform for reaching a younger audience, with 71% of users under the age of 25. However, it is not for the faint of heart, the cutting-edge social platform requires innovative creative. Overall, I think Ouija’s ad was a success, and while I opted to say “not today Satan” to my Ouija Snapchat My Story, the social buzz it created is definite proof social media marketers should be keeping an eye on Snapchat.

Spain’s Other Ebola Battle: Fighting Hoaxes on Social Media

Written by Kyra Swartz, @oiseaurebelle

“Hoaxes and pranks have flooded social media over the last few weeks, especially in Spain, which has seen infections of hospital staff from the deadly disease. News that a sick nurse’s aide was hospitalized – the first contagion outside of Africa – earlier this month led to a barrage of false alarms and scare stories. One of the country’s largest radio networks falsely reported that the nurse’s aide, Teresa Romero, had died. The report prompted a flurry of social media posts, many of which were hoaxes, including news that one of Madrid’s largest universities had suspended classes over fears of Ebola contagion. Another false post that went viral: Barcelona’s international airport was shut down after six Ebola cases were found on an incoming flight.

To calm the situation, the Spanish police’s social media unit – a four-person team headed by Carlos Fernández Guerra, a civilian – tweeted out a denial. The unit’s Twitter account, @policia, which has 1.3 million followers, sent out a tweet urging citizens to trust only official sources of information regarding Ebola cases. ‘I’ve never seen anything like this,’ said Mr. Fernández Guerra. ‘Social media has really gone ballistic over Ebola.”

Read the full article in the Wall Street Journal.

Kyra Swartz insight: While social media can be an incredible tool for spreading information and keeping the public informed, it is also inevitably used for nefarious purposes. In this particular case, Twitter has been used to cause unnecessary panic instead of simply stating the facts about Ebola in Spain. The lesson from all this? Don’t necessarily take everything you see on social media at face value, as falling victim to an unethical prank like those that have occurred in Spain only serves to complicate an already delicate and intimidating situation.

The Grim Reality of Digital Health Today

Written by Ben Atkins, @BenAtkins

Writing in Huffington Post, Type 1 Diabetes sufferer and member of the judging panel for the $10M Qualcomm Tricorder XPRIZE, Anna McCollister-Slipp says despite the hype, patients are still waiting for the promise of digital health. She writes:

“Like many patients with Type 1 Diabetes, I have a number of co-morbid diseases, complications and diagnoses. Each day, I take 15 medications. I use eight medical devices (four that are prescription, four that are not). Two devices are literally attached to my body 24/7, and the rest are never far from reach. In 2013, I saw 13 different physicians and had a total of 63 doctor’s appointments. I had multiple blood draws tracking more than 100 lab values – all the while being sure to eat right, get plenty of sleep and do several forms of exercise. How much of this did I manage digitally? Not much.”

Anna argues device manufacturers, technology companies and hospitals can do more to make data streams accessible and interoperable.

Ben Atkins insight: Anna’s post is a sober reminder that we can do more with digital to improve health in the world. At a July forum sponsored by Khosla Ventures, Google co-founder Sergey Brin famously said, “Health is just so heavily regulated, it’s just a painful business to be in. It’s just not necessarily how I want to spend my time.” Biotech, pharma, device companies, hospitals; we all have an opportunity to pair up with tech entrepreneurs and offer them our expertise in disease, and in the regulations, and together drive meaningful uses of digital in pursuit of better patient care and management of illness. Great examples include: Novartis and Google in diabetes and Genentech and PatientsLikeMe in cancer.

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