Get ready: Web 3.0 is coming!

We're showing the transition from brochure to blog, as part of the Web 2.0 movement, but things will continue to change. This article discusses what to expect in "Web 3.0": http://www.msnbc.msn.com/id/22136968/

Excerpts:
Web 2.0 ... is about sharing information through “the wisdom of the crowds” .... Web 3.0 is trying to push more and more of that labor to the machine, so that the machine can do the work for you....
One application, called Opine, tries to capture the essence of potentially useful but often lengthy and redundant online reviews. “There are more and more reviews of more and more products online, and I find that I spend more and more time shopping, not less ... I get more information, but it takes forever."

For us, this might mean that, when a person does a search, blog posts might be weighted in some way according to relevance, or authoritativeness of the source. That should help us and might lessen the impact of anecdotal posts by the anti-vaccine crowd.

This is the first thing I've read about Web 3.0; this is new territory!

Immunization coalition blog

Hi all,

The Immunization Coalition folks have a blog on their national website. This would be a great one to feature on the resources for the B2B website: http://izta.blogspot.com/ It's a way to connect with IZ peers for California IZ Coordinators.

Branding Ideas

Story angles for B2B documentary

Hi all,

I think this has some relevance for the B to B broadcast story relating to the "new health care consumer." It shows how when left to their own devices, patients became overwhelmed with web searches, but guidance from doctors in searching appropriate sites was helpful. I think we might be able to tie this in with the recent YouTube study fundings: http://www.npr.org/templates/story/story.php?storyId=15166387

Also, Edgar dug this up a while back, Kaiser just put together a production very close to our topic. Perhaps we could weave that in too. See below:

Webcast Available: Ad Council/Kaiser Forum on Using New Media for Public Education Campaigns The webcast of the Ad Council and Kaiser Family Foundation hosted forum, "The Digital Opportunity: Using New Media for Public EducationCampaigns," is now available. The forum explored how health-related andother nonprofits and government agencies can use new digital media suchas social networking, user-generated content, and gaming to enhancetheir communications strategies. Vicky Rideout, vice president and director of Kaiser’s Program for theStudy of Entertainment Media and Health, and Barbara Shimaitis, seniorvice president, Interactive Services, Ad Council, moderated adiscussion with: * Jeff Berman, general manager for MySpace Video and senior vice president of public affairs, MySpace Inc.* Tina Hoff, vice president and director of Entertainment MediaPartnerships, Kaiser Family Foundation, presenting a case study on theMTV/Kaiser thinkHIV campaign* Joyce Joseph, student and winner of the MTV/Kaiser thinkHIV Vlogcontest* Dan Solomon, CEO, MindShare Interactive Campaigns, presenting a case study on the State Attorneys General/Ad Council Youth Reckless Drivingcampaign A webcast of the forum is available athttp://www.kff.org/entmedia/entmedia071907pkg.cfm . For more information, contact Rob Graham at rgraham@kff.org or (650)854-9400, or Sarah Williams Kingsley at sarahw@kff.org or (650)854-9400. Visit http://www.kff.org/email to subscribe, unsubscribe, or manage your email subscription options, including your preference for text or HTML formatted emails. If you need help or have questions, please send an email to subscriptions@kff.org Id: <20070719144909.c06a.520-12863@cme.kff.org>
-- Mike Newton-Ward, MSW, MPHSocial Marketing ConsultantNorth Carolina Division of Public Health/Turning Point Social Marketing National Excellence Collaborative 1916 Mail Service CenterRaleigh, NC 27699-1916 Fax: 919-870-4833 Phone: 919-707-5137

Anti-vaccination campaigns on Youtube and how to fight them

http://canadianpress.google.com/article/ALeqM5iVL8_L-Hff3bNhErs75Adr-5URmg

This article has been forwarded in email but I thought it needed to be on the blog. Interesting article about how anti-vaccine campaigns are springing up on Youtube and getting more attention than pro-vaccine messages.

Here is a powerful nugget of advice from Janis Whitlock, Cornell University, that speaks to us directly:
" ... public health is going to have to come to grips with this medium of information dissemination. We can't ignore ... that it's the dissemination of information, for ill or for good."

The article adds, "in the past some vaccine advocates didn't like to address the claims of opponents, assuming any discussion of what was seen as views from the fringe was counterproductive. But the Web 2.0 universe requires a new strategy."

I think this goes right along with what we've been talking about -- reaching people who are having the discussions about vaccines, at their level. If we concede viral video and other non-traditional (but now accepted) forms of communication to "the enemy," it'll be harder to win over the public.

B2B Image Concepts

Photobucket Album

Creative Branding and Look

Let's start brainstorming on the look of our broadcast promotional material. Looking at a brochure from last year, I saw that they used a classroom and chalkboard for the Pan Flu Preparedness in Schools broadcast. What can we do for our broadcast? The first thing that comes to mind are computers, the world wide web, Earth with people holding hands to show we're all connected. How about if we show man's evolution, with a person holding a laptop and wearing a bluetooth headset? :)

Documentary about making our documentary?

We discussed yesterday, the phasing out of the satellite broadcast and this one possibly being the last. We could create a story around the issues of this change as the example of getting people together to view vs. what I want when I want it convenience. We could put the actual numbers up of people registering for both mediums and compare them. Showcase the promotional site and blog illustrating how participants help drive the content.

If not the whole story idea, maybe it could be a short segment that plays during the credits and as a featured extra on the website. Or more simply, we could blog in the numbers during the webcast.

But somehow want to create the atmosphere of the participants creating content.

Real life connection to Wii game

Marianne Ancheta's (our production manager) husband works in a nursing home where they have 2 Wii games for the seniors to exercise.

Maria seemed open to her family being in our documentary

She has a story of how before she was leaving for the store, her 3yo son ran up with her blackberry so she wouldn't forget it. I think it's a good metaphor for the balance between home/work, accessibility vs. flexibility. Maria works from home one day a week. When her child was younger, her IT husband (working from home) set up a web cam so she could see him at home, while she was at work.

DMV is now on Youtube and Myspace!

Edgar and I were talking about this: the Calif Dept of Motor Vehicles is now on Youtube and Myspace! If another state agency can get this through the development and approval process, I know we can!
(http://www.dmv.ca.gov/pubs/newsrel/newsrel07/2007-28.htm)
The IZ Branch has had videos on Youtube before, but I think the key thing with the DMV is that they set up a whole "channel" on Youtube for their material. That should help make their material easier to find and also may give them more control.

I think that for the IZ Branch, Myspace (and Facebook) would be especially good for meningitis outreach. Myspace is especially strong in the high-school demographic, while Facebook is huge with college students. With both of these sites, we'd be reaching the kids directly, not their parents, so material should be aimed and worded appropriately.

I don't want to volunteer anyone without consent, but Maria Volk may be a possibility for a family. She oversees the Field Staff, VFC program, etc, has a 3 year old that got Rotavirus, husband in IT, parents (Dr, nurse, educator) and grandparents near by, step brothers in college/young adult. I'll pitch the idea to her. Our materials manage, Mario, also has a lot of family in the bay area.

If one family doesn't work out, we can feature several families from the Immunization Branch. We have a diverse staff where we can find one of almost every target audience. The office could be the connection with segways to at home life and the work we do in health education which could segway to the different people in the field and organizations like Tammy mentioned.

The story of people suffering from VPDs is powerful and can be juxtaposed against the anti-IZ issue. Tiffany has a good story of encountering Berkeley parents that question IZ's, I think it was at her daughter's school.

IF not our office, what about a clinic at a LHD? They have all kinds of people coming in on a daily basis with families. Should we send an email out to IZ coordinators to call for real life examples? It could also serve as a way to introduce our next broadcast and get interest.

More on "story telling" for the documentary

Hi all,

Yesterday when at a symposium on Cervical Cancer prevention, there were two speakers who spoke from personal experiences with fighting vaccine-preventable diseases, either themselves or their child. Founder of the Celebrate Life Foundation http://www.celebratelifefoundation.net/index.html was dynamic taking about her struggle with cervical cancer. Founder of the Meningitis Angels lost her son. She knows parents in many states. Both have said they are trying to get more exposure on the web for their stories. Check out: http://www.meningitis-angels.org/ This is a way to show LHD health educators that we can put a real face on IZ issues and balance out the anti-vaccine moms. It would be great if there were a way to work in some of this concept.

Reaching people in the 21st Century

Mark Zuckerberg, CEO and founder of Facebook, recently had a few wise words for advertising executives. I think they apply to our efforts as well, as we are "advertising" the concept of immunization. Last Tuesday, Zuckerberg told an audience of advertising executives:

"Pushing your message out to people is no longer good enough. You have to get your message out to the conversations.... People influence people. Nothing influences a person more than a recommendation from a trusted friend."

The Immunization Branch does a great job of reaching people in traditional ways, such as print media, and I have high hopes for other tools such as this blog for reaching even more people, and finding new ways to get pro-immunization messages out to people.

There is a democratizing effect of the Internet in the way it lowers the economic barriers of entry for people to speak their voice and find others with similar views. We shouldn't find it surprising that people who are against vaccination have used the Internet to find each other and share information. We can't stop that discussion from happening (and we shouldn't), but if we can't beat them, we can join them by using the same tools.

By providing factual information through many different channels, we can find many ways to get into the conversations that sway people toward immunizations.

Finally resolved password issue and I'm on

Hi, I got my Gmail password issue resolved and now I can blog. This is a great start. I'll go over some notes from work and start blogging things within the next couple days.

Question

Does anyone know how to post an image on this blog -- e.g., a jpg? --Everly

Blog Posts

I just learned this tonight from my googley wife...If you want to post a new message on this blog, all you need to do is click on "new post"on the top right corner of the site. I had to give you author access to do this, so that it is why it why it wasn't possible before. When you have comments or feedback on that specific post, just click on comments at the bottom of that post. This way, each post will have its own thread with comments pertaining to it.

got story?

This topic post was created to help brainstorm some potential stories for our broadcast. We're looking for compelling stories that our audience (IZ Coordinators, health educators and public information officers) could relate to and/or be relevant in their work.

Lets see if we can come up with at least 5 stories to use. Blog Away!

Welcome to the B2B Broadcast Blog!

Welcome to the wonderful world of blogging. Some of you may be new to blogging and this is an opportunity to try it out for the first time. For all of you blogging veterans, this will give you a chance to gain some insight on how it can be useful in public health practice. In addition, we can learn about the time/resources involved in running or participating in a professional blog.

I would like the blog topics and discussion to be user generated. However, since we are just starting the process, I will be posting the first few topics. Feel free to post topics as you wish.

Happy Blogging!