The document provides guidance on how to maximize the value of tweets when following a medical conference remotely via Twitter. It suggests tweeting summaries of presentations, flagging highlights, starting and continuing conversations through questions, clarifications and opinions, and contextualizing information with background details, links and hashtags. Tweets should aim to inform, engage, inspire and help the remote community, while maintaining courtesy and relevance to the field. Analytics tools can track the impact on the global cardiology discussion.
6. Sales
Sales
53%
2013
Percent ESC attendees
who use social media to
share Congress learnings
28%
2011
Use of social media to share
up almost 100%
Source: European Society of Cardiology November 2013
7. 0
200
400
600
800
1000
1200
1400
1600
2010 2015 2020 2023
Virtual attendees set to
outnumber physical
Physical conference attendees
Virtual conference attendees
Baseline = 100%
Number of physical conference
attendees in 2010
Attendees
2013
Scenario based on growth of physical vs virtual medical conference attendees. Not specific to the ESC Congress
8. For some leading conferences, the true
audience is many times larger than the
number of physical attendees.
Social media, and especially Twitter,
are driving this conference
participation disruption.
Auden Utengen
Founder & partner symplur.com
9. Good start at
ESC Congress 2013
2,200 participants 11,000 tweets
http://www.symplur.com/healthcare-hashtags/esccongress2013/
11. 140 characters
is beneficial
Dr Merry Markham @DrMarkham
#ASCO14 participant
…the 140-character limit is
a good thing. I m forced to
consider what I want to say,
how I want to say it, and with
just the right wording.
13. What were your conclusions
after reading the transcripts
of the 2013 ESC Congress?
14. Which tweets were valuable?
Why?
Which tweets were not valuable?
Why?
15. *Inspired by Microstyle: The Art of Writing Little
by Christopher Johnson
A valuable tweet
is like a key that
opens doors*
16. Valuable
Accurately informs
Provides follow-up
action options
Drives debate
Inspires & motivates
Triggers emotions
Offers light relief…yes,
occasionally welcome
Not valuable
Does none of the
opposite
Is discourteous
Delivers spam
17. A word about
Perfectly acceptable
For industry partners
to occasionally inform
about ESC Congress
events & services
Not acceptable
For industry partners
to flood #ESCcongress
with tweets about
events & services
18. What type of tweets would be
most valuable if you were
following from…
…10,000 km away?
19.
20. Obvious place to start
Retweet a valuable tweet
from someone else
Use RT ,MT, HT, not the
Twitter Retweet feature
21. Start a conversation
Ask a probing question
Questions are the
life-blood of conferences
Use @ to address
speaker(s) or pose
rhetorically without @
23. Stand out in the conversation
Offer unusual or original
perspicacity
Use @ to address
speaker(s) or pose
rhetorically without @
24. Keep the conversation going
Respond to answers
to your questions
Debate is the essence of
good conferencing
Use @ to address
respondents
25. 50% of scientists
who use SoMe
use Twitter
to follow
discussions
http://www.nature.com/news/online-collaboration-
scientists-and-the-social-network-1.15711
26. Flag highlights as they arise
during the best presentations
& sessions
Imagine that cardiologist
following from 10,000 km
away
Incentivize her to want
to learn more
27. Post a take-away learning
after every presentation
& session
Remember the words of
Dr Merry Markham
@DrMarkham
#ASCO14 participant
28. Keep in mind what ESC
members want
0 10 20 30 40 50
More practice-
orientated
sessions
More clinical
trials results
More hot-topic
coverage
More online
resources
More dynamic
speakers
47%
17%
25%
26%
26%
Source European Society of Cardiology: survey of members 2013
29. Express a personal opinion
Contrasting opinions
drive scientific debate
Albert Einstein debated
the validity of quantum
mechanics for over 20
years
31. Offer practical help
Include account names,
website addresses,
anything to help
others…10,000 km away
If necessary use a URL
shortening service such
as bitly
32. Signal the best sessions
Let the community know
which sessions you find
most interesting
Explain why
34. Flag speakers who are not
so great
Politely comment on
style, use of Powerpoint
Help them become better
speakers in future
17% of ESC members
want more dynamic
speakers*
*Source European Society of Cardiology: survey of members 2013
37. Impressions
of Barcelona
Occasionally, prove you are human
Congress
buzz
Networking
experiences
WiFi speed
Anything
inspirational
Anything
humorous
Quality of
cappuccinos
Impressions of
Congress venue
42. Learn more
The medical conference is dead, long live the medical conference
http://www.slideshare.net/lenstarnes/future-of-med-confs-final-11-
dec-2013
Scientific communications in a digital age
Digitally Sick podcast with Alex Butler, Andrew Spong, Faisal Ahmed,
Len Starnes
http://digitallysick.com
#ChatAfib: Boehringer Ingelheim-sponsored tweetchat at ESC
Congress 2013, transcripts & analytics
http://tinyurl.com/mvc6etz
Use of Twitter & tweetchats at professional medical conferences
#hcsmeu chat 18 October 2013, transcripts & analytics
http://tinyurl.com/luldukt
43. lenstarnes@gmail.com
T: + 49 30 781 5513
M: + 49 172 1788253
Skype: lenstarnes
www.linkedin.com/in/lenstarnes
www.twitter.com/lenstarnes
www.slideshare.net/lenstarnes
Len Starnes
Len Starnes Digital Healthcare
Research & Consulting