Sounds like the Making Digital Work workshop was a pretty great event.

Unfortunately, I was only able to stay for the first half of Ruge’s talk, but he is a captivating speaker (and a Keynote pro). I wanted to share a few of my notes and photos from this fascinating session.

The mission statement of Project Diaspora, written as an open letter to Africa, is a powerful, saddening, inspiring piece of prose. It pledges the following:

We here by pledge to mobilize, engage, and motivate the African Diaspora to take an active role in Africa’s economic, social, and cultural revitalization. We believe the economic assistance and relief models provided by the World Bank, IMF and other monetary or relief organizations to Africa has spectacularly failed on it’s promises over the last 30 years.

We propose a new model. There are over 167 million Africans in the Diaspora. As of 2007, financial remittances by these Africans topped $40 billion annually. That’s capital that’s directly involved in the sustainability of lives—through the stimulation of education, finance, health, and social sectors. We believe this model is far more effective in changing the Africa’s economic landscape. The continued direct involvement of Africa’s Diaspora community is our solemn mission.

My notes from Africa 3.0:

450,000,000 Africans (out of 1 billion total) are under the age of 15. They are ”the cheetah generation” — they are going to want the latest and greatest in technology. Accordingly, Ruge predicts that mobile web technology will leapfrog desktop computing in Africa the same way mobile voice communication leapfrogged landlines.

The following photo is a slide showing the massive under-sea telecommunications infrastructure surrounding Africa. (If you want to see a clearer version of this, check out slide 47 of this Slideshare deck, or click through to see the larger image on TwitPic) In a few years, there will also be a network of geosynchronous satellites over Africa providing broadband to the rest of the continent.

Ruge spoke about his mother in Africa. She has no electricity or running water, but her mobile phone is one of the most prized thing she owns. To have it charged, she sends it into town via taxi for an entire day. She’s able to use it to know what the prices of goods are selling for in nearby towns each day. Ruge actually tried to give her a call on Skype during the presentation, but apparently there was a network outage that day.

He was, however, able to pull up a live video chat with part of the team at Limbe Labs, a Camaroonian startup consultancy and incubator, and they described a few of the projects/ventures they’re working on. (Click through to see a larger version on TwitPic)

Unfortunately, that’s about when I had to step out of the session. This post feels entirely incomplete to me, as I was regrettably absent for the conclusion of the presentation, but I wanted to share what I could. If the session was recorded, I’ll put the video up as soon as SXSW releases it. In the meantime, I encourage you to visit www.projectdiaspora.org to learn more about Ruge’s work, and follow him on Twitter at @TMSruge.

After the morning breakout sessions, we had a quick lunch (provided by MD2P.net — thanks John) and an opportunity to socialize. I had a very interesting conversation with Abby Lowe, Lauran Driver, Sally Bage, and Marc Monseau about HIPAA (what else?) and the impact patient privacy has on innovation in health (or lack thereof). After lunch we were treated to three more impressive speakers. As in Part 1, I’ve tried to provide notes and links to resources for those who were unable to attend.

Fabio Gratton, Chief Innovation Officer and Founding Partner at Ignite Health (@skypen)

Once we were all suitably fed and caffeinated, Fabio Gratton took us through the story of his creation of the hashtag #FDASM and the site FDASM.com in response to the FDA exploratory on regulations for social media.  In addition to his role at Ignite, Fabio is a founding member of WOMMA, on the editorial board for Medical Marketing & Media, and is a regular contributor to several top e-health marketing blogs.

Background on the conversation around FDASM, from FDASM.com:

On November 12-13, 2009, the FDA held a public hearing regarding how FDA-regulated products can use the internet and social media for health-related communications. These hearings were the first step toward developing guidelines around this type of marketing for the industry. This site is dedicated to capturing the conversations, stories, and resources related to this topic.

Fabio led off with a quote from Pepsico Americas SVP Frank Cooper (with regard to Pepsi choosing to invest in social media instead of the Super Bowl): “In 2010, each of our beverage brands has a strategy and marketing platform that will be less about a singular event, less about a moment, more about a movement.”

Three ingredients for a successful movement:

1. People +
2. Purpose +
3. Passion

Fabio illustrated how he used collaborative tools to help gather & organize resources such as draft comments to the FDA from pharma companies in a way that was much more user-friendly than the govt’s own site. (You may need to just spend some time at FDASM.com to see it all in action.) He also took us through a few more projects he launched, such as PharmaTweeps, an aggregator of all the leading pharma brands’ Twitter feeds.

Great closing quote: “Fail forward.” Don’t be afraid to screw up — do it in such a way that you’re making progress even as you’re making mistakes.

Marc Monseau, Director of Corporate Communications and Social Media at Johnson & Johnson (@JNJcomm)

Marc has a rare perspective on what it takes to lead a giant corporation with dozens of subsidiary brands into the social space. He handles media relations for Johnson & Johnson — providing issues management and crisis communications support and counsel. He’s also responsible for Johnson & Johnson’s blog, www.jnjbtw.com, works with different teams in the organization on their social media strategy.

J&J’s approach to social media:

1. Start simple
2. Introduce complexity; build confidence
3. Add more complexity; broaden scope (add more tools/platforms)

Marc highlighted the importance of not trying to launch social media efforts in a silo, but rather to tie them to specific programs & strategic objectives: “Make sure that your social media initiatives connect with other initiatives around your business.”

Marc shared some interesting stats on health seekers online. One in particular stood out, from (I believe) the Pew Internet & American Life Project: 60% of online “health seekers” say that the information they found on the web directly affected a health decision they ultimately made.

Q&A featured a good discussion about the distinction between an individual who represents a brand in social media and the brand itself. Marc represents J&J much as Scott Monty represents Ford; but Forrester struggled with this when Charlene Li, Peter Kim, Jeremiah Owyang and others left (separately) and took their massive audiences of followers and blog subscribers with them. (Forrester has since implemented a policy where blogging employees are more or less required to blog only on Forrester’s properties. Peter Kim reflects on this policy here.)

David Hale, Social Media Strategist at the National Library of Medicine and Project Manager of Pillbox (@lostonroute66)

Just about the time most people hit their post-lunch, early afternoon energy slump, David came out and gave a presentation that jolted us all awake. David is the Project Manager of Pillbox, a National Library of Medicine/ FDA patient-safety initiative which is restructuring federal pharmaceutical data and adding  high-resolution images of solid-dosage medications to create a public  domain medication identification and reference system.  Pharmaceutical  Manufacturing Magazine referred to Pillbox as “the Physician’s Desk  Reference on steroids.”  Pillbox is being built through an open development process, with various health-related communities sharing ownership of the project.  And get this: all data from the project is being released through an API to promote disruptive innovation in the Health IT community. Very cool.

What can I say about Pillbox? This is an incredibly exciting project that seeks to take an enormous amount of dense, user-unfriendly data that the government has on FDA-approved drugs, and turn it into an API that has real, practical value for rapid pill identification. There are 1.5 million reported cases of unknown pill overdose resulting in emergency hospitalization every year (hope I didn’t butcher that stat too badly, David), and emergency responders have very few resources on hand to narrow down exactly what that small, blue, partially-digested pill might be after it’s pumped from someone’s stomach.

David’s team has taken the raw FDA data on thousands of drugs and dosages and combined them with original hi-res photos in a slick (and very usable) Adobe Flex-powered interface for rapid identification based on characteristics like color, shape, visible text & numbers, etc. There’s even an HTML-only version of the site for maximum compatibility.

On top of this, the team at Pillbox has created an open API, to provide other developers with access to their cleaned-up data. Already, some savvy hackers out there have created a (more than a little irreverent) Facebook app, and even a realtime text-to-speech IVR system for over-the-phone pill identification (neither are yet available to the public).

Check out Pillbox at http://pillbox.nlm.nih.gov/

That’s it for the afternoon speakers; stay tuned for Part 3 on the breakout sessions.

Yesterday was the first annual #SXSH un-conference (for legal reasons, the S-X does not stand for “south by”). Organized in two months by a small team of passionate individuals who had never met each other before in real life, the event brought together some of the leading minds in the Social Health / Health 2.0 space from around the country. As someone who is still extremely new to the healthcare industry, I can’t even begin to quantify how much I got out of this event.

Thanks again to Shwen Gwee, Dana Lewis, Reed Smith, and Tom Stitt for organizing such a phenomenal event.

I have pages and pages of notes from the event, but unfortunately I don’t have time to turn them into a full narrative, as that “other” conference is starting today. What I’ve tried to do is provide links to the resources that were discussed, for those who were unable to attend the event — mostly in outline form.

Keynote Speaker: Doug Ulman, President and CEO of Livestrong (@LIVESTRONGCEO)

Doug is a 3-time cancer survivor, non-profit and social media icon, and just a really nice, down to earth guy. He kicked off the conference, talking about his battle with three types of cancer, how he got connected with Lance Armstrong (Lance emailed him; Doug had never heard of him), and how he wished social media had been around when he was first diagnosed: “Throughout this whole experience, all I wanted to do was connect with someone who had been down the same path.”

Three reasons social media will change health care:

1. Free and accessible
2. Real time: can get answers to things right away; no more “I wish I would have known X six months ago”
3. Patient-centered, patient driven

Cancer is 400 diseases; there will be no silver bullet. “At the end of the day, it’s people coming together and interacting, that will change this paradigm.”

Doug urged participation in clinical trials: “Only 3% of adults participate in clinical trials. If that number was 6%, we could shave years off of clinical developments.”

A patient’s point of view on HIPAA: ”This may be controversial, but…As a patient- HIPAA doesn’t matter to me at all. I’ve had cancer; I’m already discriminated against in so many ways. I already can’t get life insurance.”

Examples of how social media has impacted their work & business:

1. The @LIVESTRONG Twitter page is the top referrer to the Livestrong website; ditto for grassroots advocacy page, LivestrongAction
2. In one of the worst economic years we’ve seen in our lifetimes, Livestrong raised 17% more in 2009 than in 2008 (2009 was the first full year of having an active social media presence)

Highlight from Q&A

Q: “When you first started with Twitter/Facebook, did you have strategy or did you just jump right in?”

A: Someone on Doug’s team signed him up for Twitter. When Lance asked what it was: “I don’t know what it is, but they put it on my Blackberry…. There was no strategy, at all.” But “there is incredible authenticity. With Lance, there are times when he posts things, when I’m like, ‘Did he really just post that?’ But it’s real.”

Speaker: Jenn Texada, M. D. Anderson Cancer Center (@jenntex)

Jenn runs social media for M. D. Anderson, and social media listening is a 24/7 activity for her. She shared some great success stories, and a was also gracious enough to show some situations where things were trickier.

Getting things up and running was tough; lots of ‘nightmare scenarios’ where explored. (“What happens when…”)  It took going down to the finance, customer service, etc., departments and telling them, “OK, we have these new channels. And this is a good thing.”

The Mayo Clinic’s work in social media paved the way for Jenn to sell in her own program.

Great success story from Facebook: A man posts, “Just diagnosed with cancer, can’t talk to family and friends. Want to curl up in a ball and cry.” MD Anderson immediately shares a resource and a number he can call to talk to someone, and other patients chime in to offer support. (See the actual post: http://www.facebook.com/MDAnderson?v=feed&story_fbid=348390749910&ref=mf )

Jenn’s advice to those trying to get a social media initiative off the ground at their own company: Find the people internally who really understand communications (and hopefully really understand social media).

Speaker: Greg Matthews, Humana (@chimoose)

Greg Matthews is Director of Consumer Innovations at Humana.  After spending a career helping to build and operate businesses, Greg is now focused on using social media to create different kinds of interactions with consumers – with the goal of supporting a social revolution in health.  Most recently he launched the health industry’s first twitter search tool, myTPSreport.com , and designed and launched CrumpleItUp.com , where he blogs regularly.

Greg’s task at Humana, and the question that led them into social media: “How can we, Humana, build a deeper level of commitment with our consumers as an insurance company?”

Key insight (possibly one of the best insights of the whole day): When thinking about all the times when an insurance company actually comes into contact with its members, Humana (via Greg) realized, “we are part of a sickness industry” (as opposed to a health industry)

One of the questions became: “How can we engage with healthy [health-minded] communities?”

• Build our own community? “Trying to move us away from that sort of thinking”
• Asked permission to participate in Twit2Fit
  • Had already been members, personally, for 6 months
  • Embedded a professional marathoner in this amateur fitness community
    • Training logs, tweet chats, etc
  • Engagement in this community went up 300%

“One of the things that people don’t think about, when they think about social, is that gaming is a social activity.”

• Created a social game built on web-enabled pedometers for kids
  • Kids got together at recess to do exercise to get their step count up (!)
  • Kids were exercising with families at home to get their step count up (!!!)
• Called “Horsepower Challenge” – horsepowergame.com

Along the way, Greg demoed a very cool Twitter/geo-mapping dashboard they developed — try it yourself at http://www.mytpsreport.com/

Greg’s #1 target for 2010: communities of care

• Ex: CureTogether.com
  • 6-7K members
  • Over 400 conditions represented
  • All about helping people to find people in a similar situation and figure out how to work through this thing that’s happening to me
• “There is tremendous power in this model… I don’t yet know how a health insurance company can play here, but I want to support it, I want to be a part of it”

Q&A Highlights:

Q: “How did you pull this all off at Humana?”

A: “A little bit of stealth, and a quick win.”

Q: “Does social gaming as vehicle for behavior change translate to adults? Is Nike+ the model?” (Kids examples include Humana’s Horsepower Challenge, and the recently launched glucose meter for Nintendo DS)

A: There are a lot of sensors out there that can provide personal data related to health. Nike & iPod is a great example. What’s missing is the experience that ties the raw data, the social aspects, and the tracking of behavior change together in one place. “I think the market is there.”

More to come: the second set of speakers in the afternoon — Fabio Gratton, Marc Monseau, and David Hale — as well as the breakout sessions I attended.

It should be an exceptional event. There are so many unbelievable speakers and panels lined up; unfortunately, many are in concurrent time slots, and I’m already frustrated that I won’t be able to see them all.

I’m particularly excited about an event I discovered merely a week ago: SXSH (Social Health 2010: Sharing. Exchanging. Social Health.) Taking place the day before SXSWi kicks off, SXSH promises to be an incredible opportunity to connect with and learn from some of the country’s top Health 2.0 leaders. The “un-conference” kicks off with a keynote from Doug Ulman, President and CEO of LIVESTRONG, and it’s all uphill from there.

If you’re going to be at SXSW and we’ve never met, please reach out to me on Twitter at @scheuguy — I’d love to connect.

If you’re interested, check out my guest post: In their own words: user Jamie Scheu says “Gist proved its value to me … within 24 hours”, and sign up for Gist already.

Applications for augmented reality are appearing everywhere: you can fight zombies, find the closest subway station, and measure a virtual flat-rate box on your kitchen counter before you head to the Post office. One of the slickest examples I’ve seen (not yet on the market) uses a robust facial recognition technology developed by Polar Rose to pull social information in real time just by looking at someone’s face. It’s called AugmentedID, and power networkers everywhere are drooling.

While many of us are caught up in the allure of augmented reality’s potential, few have played out the consequences of the rapid availability of this technology. Jamais Cascio decided to do just that in an article in this month’s The Atlantic, and conceived of a dystopian nightmare of real-life popups and social filtering (automatically removing people with differing political views from your field of vision, for instance).

We’re not that far off. He writes,

Although AR now relies on handheld devices, electronics makers like Sony are working on systems that you wear like sunglasses, making augmented vision more immersive. Here’s where the first familiar online phenomenon shows up: spam. Nearly every communication method we invent eventually conveys unwanted commercial messages. AR systems will be used for spam too, whether via graffiti-like tags, ads that pop up when you look too long at a shop, or even abstract symbols stuck to a wall or worn on a shirt that, when viewed through an AR system, turn into 3-D animations. (emphasis added — I would remove “nearly”)

Sounds cool — as long as there are only a few innovators doing it, and the executions actually add value. But it’s not hard to imagine this media opportunity spiraling rapidly out of control, as every logo ever printed becomes a point of “engagement” overnight.

The interpersonal implications are even more interesting. Cascio picks politics as an ideological differentiator to illustrate the drawbacks to instantly knowing everything about any individual you meet.

After California’s Prop 8 ban on gay marriage passed, opponents of the measure dug up public records of donors supporting the ban, and linked that data to an online map. Suddenly, you could find out which of your neighbors (or the businesses you frequent) were so opposed to gay marriage that they donated to the cause. Now imagine that instead of a map, those records were combined with an AR system able to identify faces.

You don’t want to see anybody who has donated to the Palin 2012 campaign? Gone, their faces covered up by black circles. You want to know who exactly gave money to the 2014 ban on SUVs? Easy—they now have green arrows pointing at their heads.

You want to block out any indication of viewpoints other than your own? Done.

This will not be a world conducive to political moderation, nor one where differing perspectives get along comfortably. It won’t take a majority of people using these filters to poison public discourse; imagine this summer’s town-hall screamers on constant alert, wherever they go. Yet this world will be the unintended consequence of otherwise desirable developments—spam filters, facial recognition, augmented reality—that many of us will find useful.

Now, I don’t necessarily buy that political partisanship will lead the augmented reality revolution. But here’s a far more likely scenario: augmented reality dating. Intelius recently rolled out an iPhone app called “datecheck” (video walthrough here) that performs an instant background check on anyone, reporting on details from criminal records to personal interests to estimated net worth. Imagine if this information was available in real time, based simply on facial recognition (e.g. someone you hadn’t met yet). The economist in me calls this access to near-perfect information “efficiency.” The realist in me calls this situation “everyone dies alone.” My favorite economist (and favorite professor), Steven Landsburg, would be torn.

Comedian Demetri Martin has a bit about bumper stickers that’s always resonated with me. He looks at the bright side of these eyesores:

A lot of people don’t like bumper stickers. I don’t mind them. To me they’re a short-cut to saying: “Hey, let’s never be friends.”

What happens when we’re followed around by virtual bumper stickers — not of our own choosing — at all times? Will we find new areas of commonality, or new reasons to discriminate? I worry about the latter scenario. Based only on your profile information, Facebook already thinks you’re fat; what will augmented reality present that’s any different? Some have argued that “what unites us is greater than what divides us.” But I bet you could find at least one ideologically incompatible perspective with every friend you have — after all, if your social network consists of ideological clones, what the hell do you all find to talk about?

I haven’t decided how I feel about this. I’m excited by the technology, but alarmed by the implications.

What do you think about augmented reality — good or evil?

Just when you think you’ve seen everything… This is truly remarkable.

(Hat tip: @eschenck)