VDDI Rural Forum 8th Feb 2011

Ray Stephens, Moreland Hall

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Looking for health information is the third most popular online activity measured in our surveys.

Eight in ten internet users look online for health information, making it the third most popular online pursuit following email and using a search engine

▪ http://pewinternet.org/Reports/2011/HealthTopics.aspx

- icrossing

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- icrossing

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In the 21st century we now have two oppositional methods of information: the hierarchy and the cloud.

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In the new era of Hyperconnectivity

we can carefully watch one another, and learn from one another’s behaviours at the speed of light. This allows...

Hypermimesis means that communities of interest can form

around particular behaviours or movements, creating ‘clouds’ of potential. Putting...

Hyperintelligence to work for the benefit of the community.

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markets are conversations

talk is cheap

silence is fatal

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People in networked markets have figured out that they get far better information and support from one another than from vendors

All 21st century organisations need to recognise and adapt to the power of the cloud... or face a death of a thousand cuts

(cluetrain manifesto)

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Companies attempting to "position" themselves need to take a position.

Conversations among human beings sound human. They are conducted in a human voice.

(cluetrain manifesto)

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To speak with a human voice, companies must share the concerns of their communities.

But first, they must belong to a community.

(cluetrain manifesto)

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authorities don’t seem to provide this sort of information (in my experience) because they don’t want to be seen condoning drug use

If you’re looking for proper, unbiased info (unbiased in the fact that it’s not just like drugs are bad government type stuff) then forums are great

- unpublished thesis

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Traditionally avoided as controlling the message is the aim

Illicit nature of activities poses challenges

Controversial topic with strong beliefs Most activities have been underground

Bluelight, Pill Reports, Erowid New sites are emerging

betweenthelines, highsnlows

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Somazone ADF One of

the trail-blazers

Stories, questions

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Between the lines Ted Noffs,

Inspire Blog

based discussion generation

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Highs n lows ADF, Orygen DHS Videos, stories

and questions about cannabis

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Sibling support SHARC Discussion

board, stories

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Bluebelly Moreland

Hall Wiki, stories,

uploads

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To provide a multi-faceted model for integrating Web 2.0 and other ICT-based approaches within all service areas at Moreland Hall.

To increase the agency’s capacity to engage with and respond to the needs of potential service users and community members.

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To facilitate an increased level of service user participation in the delivery and review of the agency’s services

To improve the accessibility and relevance of educational and therapeutic resources across the Alcohol & Other Drug (AOD) service sector.

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Legal Who owns the content? Is talking about illegal activities illegal? The law is changing quickly

A risk for funders (govt)

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Privacy Collection of IP addresses Membership or not? Paranoia

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Moderation Time consuming Needs to be prompt How much to control? Hijacking

▪ Spam▪ Flaming▪ Commercial postings

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Engaging Communities develop

PromptTwo way flow of informationNew resources develop naturally Information can be ‘corrected’Site is living and changing

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Beth’s blog

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Beth’s blog

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Quick poll: Does your work block access to social

media?▪ Facebook▪ Youtube▪ Twitter▪ Ning

Why? Does it work?

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Survey Sept 10

N=87Most in Vic

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Operational guidelines need to be specific and include examples

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Your web content must have a social life

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Social media must be aligned with your organisation’s communications or program objectives

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Crawling (listen) Twitter Bluelight Facebook Blogs

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Twitter Instant updates on news, research,

events opinions Snippets of HR info Easy access to international expertise Non-threatening Qwitter Twitter for drug workers

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mention map

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Twitter ye not (Nigel Brunsdon – Injecting Advice)

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1. Source of information2. Brand awareness, credibility3. Networking and partnership development4. Provide treatment to people we will never

see5. It’s engaging (and fun?)6. Encourage opportunities for users to have a

voice7. Extend your staff’s working hours (?)8. Free (...ish)9. ‘They’ are already using it10. It’s not going away

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1. Fear