deakin social media presentation february 2014

Teri LichtensteinTwitter handle: Terilichten

A Whole New World of Social Dietetics

#HSN752

Social Media is aconversation

Supported by online tools and

technology

From this…

To this…

The important thing is Social Media is the real people who use it

and their social interactions.

Why We Communicate?

To make life easierTo build relationshipsTo help othersTo craft identity

You can tailor information to your needs and find people.....

......who like what you stand for in your business and your life.....

.....who may spread your word for you.....

......for very little cost

Build your reputation!

Social Media in Australia

Reach

>12Mpeople

monthly>9M

people daily

of monthly active users return daily75%

Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013

>7.3Mpeople daily on mobile

>9.8Mpeople

monthlyon mobile

Every day. Every month.

71%of internet users inAustralia

That’s

54%of mobile phone users

in Australia

That’s

Top social media sites in Australia

• Twitter: 2,500,000 users• LinkedIn: 3,500,000 users• Google+: 75,000 users• Pinterest: 490,000 users• Tumblr: 4,100,000 users• Myspace: 210,000 users• Instagram: 1,600,000 users

Dietitians on social media

Dietitians on social media

80%use social media personally

78%Social network sites

52%use social media professionally

63%Network with colleagues

38%Keep up with technology

25%Provide nutrition info to the public

A twitter follow is the most loyal explicit expression of loyalty and interest online. A follow doesn’t just confirm an existing affinity, it increases purchase intent and the willingness to listen

Twitter Global Stats:

23

The world’s events happen on Twitter

Twitter

Osama bin laden death – 3,440 tweets per second!

•@BHF created “Hard and Fast”

campaign

•Promoted tweets to drive users

to watch video online before

TV

•#hard-and-fast

•Pre-populated message to

easily share with followers

•Promoted tweets continued

once on TV to amplify

campaign message

Expand your networks – nutrition & beyond

@EmmaStirling please add me to dietitians-down-under

Listen up….Listen up….Visit www.search.twitter.com

Have a go at searching for key words, it works just like Google!

Think about what types of things people would be saying...

Some ideas:

1.“dietitian”

2.“nutrition for X”

3.Health condition

Top 10 Reasons Why I Probably AM Following You on Twitter:

• You make me laugh.• You make me think.• You've changed my mind.• You've sent me places online, pointed me to articles and blogposts and

provided resources I might not have found as quickly on my own.• You've cheered me on when I'm excited about something.• You've helped me promote something that's important to me (a blogpost,

a contest, a cause, a friend).• You've told me when you think I'm wrong.• You've argued with me, respectfully.• You've taught me something.• You make me feel like I'm a part of something global.

Twitter terminology• FEED – the main item you see when logged into your

twitter account. List of tweets of people you follow• TWEET – message you send out . Maximum 140

characters, including photos and weblinks (use bit.ly to shorten links)

• RT- retweet. Sharing a tweet created by someone else. Can RT original or with added comments.

• @MENTION – using someone’s Twitter handle in a Tweet so it links back to their account

• #HASHTAG using # before a word makes it a clickable search term in Twitter

• DM – Direct Message. Twitter’s non-public communication channel.

• Twitter chat / Tweetchat – designated time for people to discuss a topic using a hashtag to join conversation.

Twitter terminology

Tea break

• Set up your own twitter account• Recommend: use your name• Tweet using #HSN752

At home• Personalise a custom twitter background

http://www.twitip.com/custom-twitter-backgrounds/• Follow colleagues, mentors, industry experts• Secure your preferred name / handles on a range of accounts• Listen and participate in the conversation

LinkedIn Global Statistics

More than 150 million members worldwide

Top 3 countries are USA, India and UK (Australia 5th)

41% female, 59% male

Over 4 million users in Australia (19% penetration)

A new user joins every second

Source: Socialbakers.com

Dietitian Bloggers in Australia

www.scoopnutrition.com Applesundermybed.com www.thinkingnutrition.com.au

www.offdutydietitian.comCarmenskitchen.com.au/blog Foodwatch.com.au

Largest bloggers’ network with more than 200k bloggers and 500k social media users. Collection of blogs written by registered

dietitians. Trusted nutrition advice

Online cooking community voted to health, delicious recipes

Food photos by bloggers of healthy food (dietitians only)

Follow me on Twitter @shift_the_focus

Be transparent, honest, evidence basedBe transparent, honest, evidence based

• Blog with integrity• Respect copyright,

provide links, cite sources

• Disclose all marketing relationships

• Include section on your blog, profiles

Collaborate with global colleagues

@NutritionBlogs

What is Instagram?

Instagram is a fast, beautiful way to share photos and videos.

1. Create an Instagram Account and complete your profile information

2. Start posting Photos and Videos

3. Link your Instagram account to Facebook

4. Start building a community

5. Bring your brand to life with photos and videos relevant for your brand

Getting started with Instagram

Starbucks – moments of connection

Everybody is an athlete.“You’re not disabled by the disabilities you have, you are able by the abilities you have.” – Oscar Pistorius

Never look back.

Don’t let hump day take you under. Make your own rainbows.

Red Bull – Uplift people’s minds.

Cyclists conquer France – experience the sights of Paris with Oreo!

23. July

Oreo – Brings out the child in you.

CocaCola - evoking a feeling

1. Extend Instagram conversations on Facebook

2. Use @mentions for users and #hashtags to create collections around an event or campaign

3. Experiment and learn about your audience

4. Use the Instagram API to bring the Instagram experience into your website

5. Promote your campaigns and hashtags on Facebook

How to leverage Instagram

What is Pinterest?

“Succeeding on Pinterest is about finding how your products or services fit into the

lifestyles of your target audience”

Why mobile matters

Source: comScore MobiLens, Google

Use their mobile to buy things at least once per week

have researched a product or service on their phone

95% smartphone penetration in the top 5 EU markets by October 2012, growing 13% against the same period in 2011

55%

Over 60%70%

penetration in Australia – the second highest around the globe 17%

access the internet on theirsmartphone at least once a day

The Mobile Apps Explosion

• Over 5 billion iTunes apps downloads and counting

•Average android user downloads 40 apps

•25% of iPhone & Android users spend 2 hours per day in apps

First Aid

Kraft iFood Assistant

Diabetes

Weight Watchers Mobile

Food Industry

Whole FoodsSocial Media Case Study

Whole Foods executes a brilliant Social Media Strategy.

BLOG: to interact with users & share inside stories.

Shares fresh organic tweets - news, updates, special events, sales, customer feedback and more.

Social Tech Strategy –

Shares natural and organic foods news, recipes, photos, videos, fun information, business happenings.

• Special recipes• Tips on healthy food choices• Events & promotions• Career opportunities• Customer feedback

Social Tech Strategy –

Social Tech Strategy –

Real employees on YouTube.

Supplier stories.

Recipes.

Social Tech Strategy –

Mobile Strategy

- Recipe in your pocket- Store locator near you - Nutrition info in your pocket - Special diets

Twitter accounts for individual stores. Over 250 Twitter accounts

FB fan pages for individual stores. Over 250 FB pages

Now it’s your turn

Social Success

You are a qualified dietitian working in a community centre and want to promote an upcoming healthy cooking class

How can social media help you promote this event?

• Post on Facebook and ask friends to share. • Tweet about event• University blog – invite students to volunteer • Recipes on Youtube (with permission from centre)• At event, refer patients back to video• Position yourself as the ‘go to’ person within your community for accurate

and practical nutrition information

Risky Business

Student dietitian on a rural placement was feeling isolated and overwhelmed. One night she had a rant on Twitter about how much she hated her workplace.

What are the flow on effects and is her behaviour “socially acceptable”?

• Someone at the hospital follows this student on Twitter and read her public tweet. His mother had attended an outpatient clinic with the same student that day. He retweeted her tweet to his colleagues and expressed his dismay at the student’s attitude

• The next day many other colleagues had read this tweet and were gossiping about this student. One of the staff made a formal compliant to her supervisor.

Social Success

A dietitian involved in a clinical research trial is struggling to get subject’s to enrol. She is looking for new mothers that had Gestational Diabetes during their pregnancy. She advertised in major and local papers with little success.

What social channels can she tap into to generate enrolments? How would she go about this

• Create a Twitter list of people with popular “mummy” blogs with lots of followers

• Form a rapport by commenting and listening to blogs• Once rapport established, approach blogger and explain research project

(WIIFM)• Blogger wrote a post about prevalence of gestational diabetes and

included call to action for people to sign up to trial

Risky Business

Dietitian on way to work one morning stopped at her local newsagent in a shopping centre. She took a “happy snap” on her iPhone of the queue of people at the nearby fast food counter and posted to her Face book page with the message “it’s not even 8am and look at the huge number of people eating fried food.”.

Is there anything wrong with doing this? What could happen? Have you taken a similar photo in public and shared via social media?

• Photo on phone was fuzzy but when enlarged on a computer faces could be identified. A facebook friend of the dietitian recognised her neighbour in the queue and tagged the photo with her full name, Jane Smith.

• Jane (lawyer) was not happy as she was merely buying a coffee and took great pride in her health and fitness. She write a stern letter to the dietitian threatening a defamation case.

To share or not to share

You are the owner of a private practise and you have a Facebook page blog where you post nutrition information and updates about your practise.

Recently a patient of yours posted a comment on your page thanking you for helping her to get her diabetes under control and achieve a healthy weight. She also recommended your dietetic services to anyone needing help with their nutrition.

How would you react to this? Would you be happy to have a positive personal story communicated to your fans, especially as it is authentic and your patient was happy to post it so you did not need to ask her permission?

A breach is a testimonial that another person has placed online (e.g. Your website, Facebook or Twitter account)

Using testimonials is against DAA’s Code of Professional Conduct and Statement of Ethical Practise

SOCIAL MEDIA BEST PRACTICES

Ensure brand relevanceGuess the brand?

Guess the brand?

Ensure brand relevance

Use rich images

Keep text short & sweet

Highlight the product

Compelling lightweight action

Make it about your fans

Be timely

1. To make my life easier Tips / tricks, advice, discover something new

2. To build relationshipsReward fans (exclusive access, fan-only promotions, spotlight), entertain fans

3. To help others Ask for feedback, enable/encourage fans to help each other and their friends

4. To craft our identity Enable me to express who I am

Why people communicate?Post content people want to share

The sit down social test

• I have uploaded a photo of myself to a website

• I have a Twitter account• I have bought or sold on ebay• I have posted a video on Youtube• I have commented on a blog post• I take photos of my food and

upload to Instagram• I have used the internet to find a

date• I broke up with my internet date

via Twitter or Facebook

Twitter @TerilichtenPinterest @tezzaInstagram @terilichtensteinLinkedIn Terilichtenstein